In today's world, effective marketing requires a lot more effort in order to prove value and receive a solid return on investment for those costly lead generation campaigns. Pressure continues to mount as more is required for successful inbound and outbound marketing than ever before. With that to consider, what does your next marketing campaign look like? Do you find yourself heavily relying on contact lists you bought from a third party? Perhaps you have junior marketing associates writing content that is not fully on target or optimized. If so, a little tweaking can return impressive dividends.
1. Higher Quality Content Leads to Higher Conversion Rates
Many high performing marketers understand the importance of building an inbound engine through blogs and resources on their website, but top companies find new business by offering more relevant content that target prospects at the appropriate time in the buying cycle. If prospects are further down in the marketing funnel, then offering assets like whitepapers, for example, are a powerful B2B lead generation tool, so long as the content is timely, accurate, in-depth and well-designed.
Requiring prospects to submit their information prior to downloading content helps your business acquire necessary lead information. Having a reduced number of fields in your web form submission can also produce higher conversion rates. There are even solutions that can work behind the scenes and enrich your leads in real-time.
2. Go to Them Where They Are
B2B marketing isn't like B2C in that Facebook probably is not where to find your target audience. Twitter is increasingly becoming a great way to meet and interact with other businesses, and LinkedIn has lots of potential in that you can publish entire articles or other content instead of just a quick 140-word-how-do-you-do. Another avenue to use to reach prospects is by getting your content published in the top trade journals and business news magazines, like Forbes, Fox Business, and WSJ. Many of the high-ranking business sites accept submissions so long as the content is stellar, useful, and timely.
Some of these tactics may already be outlined in your marketing plan, but are you still having trouble targeting your marketing demographic? There are solutions available to help take the marketing data you already possess and place it in a unified view. By using enriched marketing data, you are provided with complete prospect and customer profiles you can use to find your target audience where they are.
3. Make it Easy to Understand
Are you finding that your product pages are not converting as highly as you'd like? This lack of lead conversion may suggest that your product concept is difficult to explain through traditional product pages, articles and content. If so, YouTube, webinars, and live chat events are ideal to get your message across in easily digestible parts. The benefit of these lead generation methods is the ability to get personal and up-close with your prospects and customers in order to build real relationships. These platforms also give you the time and tools to go beyond a quick overview of your product or service, and delve into what truly makes your company unique within the industry.
4. Make Sure Your Data Doesn't Get Stale
Perhaps the most powerful tool in your marketing toolbox is your data. The moment you collect it from your landing pages, gated assets, in-person and online events, it begins to become outdated. Sometimes, you may find that the data wasn't even good in the first place. Because of this, marketers need a comprehensive data management solution in order to cleanse, standardize, correct, and verify the data. When this is done, your sales team are working with the most current and useful information, providing an excellent marketing lead generation ROI.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.
To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, check out our real-time web form enrichment demo, or request a free marketing data diagnostic. Get the power to let data drive marketing and higher performance.