Big data marketing has been part of lead generation for a while now, but many B2B marketing professionals are still figuring out how to manage big data and leverage it for the lead generation process. There may be massive quantities of data, but there aren't many standardized practices or methodologies for big data marketing yet.
But that doesn't mean that big data marketing is of no use to the B2B organization. On the contrary, big data that is of high quality and shared between sales and marketing can make for a more productive relationship between the two departments. In fact, big data marketing can make an enormous positive difference. Following are 6 techniques that can help revolutionize your B2B lead generation.
1. Learn About Customer Intent
Before marketing gets to work qualifying leads and before someone in sales calls on a prospect, learning about customer intent can pave the way for a smoother journey. B2B organizations can collect data about what potential client companies buy, how long it takes them to complete a purchase, and how they pay. Tracking clicks, links, email opens, page visits and downloads can help sales professionals anticipate a potential customer's questions and prepare for them more thoroughly.
2. Determine Who the Buyer Must Influence
B2B purchasing decisions are typically made by more than one person, so you must convince not only the buyer, but others whose influence matters. By finding out who the buyer must influence and convince, you can reach out to these people and help your prospect convince the team that your services and products address their needs or pain points. This can help keep the sales process from stalling out partway through while stakeholders' input is solicited.
3. Don't Wait Around
The B2B sales cycle is faster than it used to be, but big data marketing can help you adapt to that accelerated pace. You don't have to wait two weeks to follow up with leads. In fact, when you understand the customer's timeline and the process they must go through to complete the sale, you may find that following up within the first few days of their research process is better. You'll also have more time to nurture leads when you make contact early in the research phase.
4. Continue Providing Relevant, Multi-Platform Content
If a prospect repeatedly visits your website, make sure you're ready. Part of your big data marketing strategy should involve a continual effort to provide relevant, high quality content across multiple platforms. Keeping your website, blog, and social media accounts up to date and fresh can keep your company fresh in the potential customer's mind. That way, when the prospect is ready for a sales call, they're informed and up-to-date and you can get down to business more quickly.
5. Reverse-Engineer the Buying Journey of Top Customers
You can gain insight into potential customers' buying processes by taking another look at your current top customers. Work your way backwards through these top customers' journeys and you can often identify patterns that you can leverage when planning big data marketing with new customers. For example, reverse-engineering your top customers' journeys can help you identify things like cross-sell or upsell offers that may have made the critical difference in closing the sales.
6. Ensure Your Data Is Clean
Big data marketing cannot work optimally if the data it uses is of poor quality. With clean data, marketing teams can be confident of the decisions made on the basis of it. The cliché of "garbage in, garbage out" is a cliché for a reason. If you don't feed your big data marketing engine high quality, up-to-date, complete data, it won't run smoothly or efficiently. Clean data also helps marketing professionals calculate a more accurate return on investment for marketing resources.
Big data marketing isn't just for B2C businesses; B2B is learning to use big data to improve lead generation. But learning how to use big data for better lead generation doesn't mean much if the data itself is of low quality or is incomplete. SmartForms by ReachForce helps B2B companies with lead generation by providing enriched lead data in real time, using hundreds of millions of current, accurate records from around the world. If you'd like to find out more about how big data marketing can revolutionize your lead generation, we invite you to watch our demo or try out SmartForms for free, and see for yourself the difference enriched, high quality data makes.