April 28, 2014

B2B Companies Growing Increasingly Frustrated with Lead Generation Efforts

Let’s face it; marketers tend to be opinionated people. In fact, you’ll be hard-pressed to find much they agree on. However, there’s one thing that they all seem to have consensus on: lead generation is their biggest frustration.

According to a recent study conducted by Demand Metric Research Corporation, more than 90 percent of businesses are unimpressed by the amount of leads their marketing department generates. The study, sponsored by Salesfusion, surveyed 200 small and medium-sized businesses on the different types of marketing tactics they use to generate leads, which vehicles are most effective, and whether or not they are happy with their overall efforts. The results indicated that the majority of companies plan on shifting investments away from tradeshows and event marketing and more toward content marketing.  In fact, 70 percent of businesses plan to invest more in the development of custom content creation.

Today’s B2B buyer is smarter, more connected, and a lot less likely to bite at traditional bait. Therefore, marketers must come up with new ways to engage prospects and customers. This is where content marketing comes into play. Think of content as the fuel that drives all of your marketing campaigns whether it’s email, social or video. When used effectively and consistently, content marketing can help increase brand awareness, boost SEO rankings, foster brand loyalty, and of course, generate leads.

Below is a list of just a few of the tactics one can use to generate high-quality leads:

  • Company blog: Your company blog plays a crucial role in driving traffic to your site. Not only does it allow you to showcase your thought leadership, but it also acts as a platform for which you can discuss how your product or service helps solve your biggest pain points. After all, that’s really all consumers care about—how you can alleviate their stress.
  • White papers: Consumers want and need guidance when making critical business decisions. And that’s exactly what white papers do. However, they do more than just generate leads; they display your company’s understanding of a specific topic and prompt visitors to call upon your expertise.  
  • Case studies: Sure, you might say your company is the best of the best, but what do actual users say? Case studies help build credibility by showing how a specific business or person benefitted from your offerings. There’s no better way than to hear it than straight from the horse’s mouth.
  • Social media: Buyers are turning to social media to explore new products and learn about brands. It’s simple: building a strong social presence will help spread awareness about your company. 

Is your boss breathing down your neck about lead generation? Give any one of these tactics a try. Then sit back, relax, and watch the leads come barreling in. 

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