There’s never been a more exciting time to be a B2B digital marketer—or a more challenging one. Marketers have access to more potential customer data than ever before. At the same time, many digital marketers can feel overwhelmed trying to align their digital strategies to lead generation and revenue goals. Others are stumped about where to even begin.
Always a champion of B2B digital marketers working in SaaS and tech, PMG has pulled out the 5 best B2B lead generation strategies from “The Ultimate Guide to B2B Digital Marketing.” Read on to learn how you can begin developing a stronger B2B digital marketing strategy today.
1. Define Goals and Set Objectives
The first step to achieving successful outcomes lies in knowing where you want to go. If you haven’t yet defined your goals and objectives now is the time. Here are some of the more common ones to consider.
- Use SEO optimization to increase brand awareness & website traffic
- Tap into omnichannel digital marketing to drive engagement & lead generation
- Consider an ABM approach to improve lead quality & deal size
- Launch email campaigns to nurture prospects down the funnel
- Test and optimize to reduce the cost of acquiring leads & customers
2. Build Your Strategy Around Your Ideal Customer
Do you know what constitutes your ideal customer? If not, now is the time to dig in and find out. An opportunity enabled by digital marketing is the ability to use data to customize content for the customers you want, followed by optimizing your marketing spend, and increasing measurable results. Conversely, improper targeting can blow your budget and dump unqualified leads into your funnel, wasting marketing and sales resources. Don’t let that happen to you. Instead, begin by asking yourself the following questions about these key marketing terms.
- Ideal customer profile – who do you want to attract?
- Buyer personas – what motivates your ideal customer?
- Buyer journey map – what decisions points exist along the way to a purchase?
3. Choose the Right Mix of Channels and Content
Drive traffic to your site and the many channels you can leverage for lead generation. To ensure success, make sure you have a decent website in place that speaks to your buyers’ interests. On a similar note, develop content that resonates with your buyers to drive lead generation. This can include strategically located gated assets, “contact us” CTAs at the top, bottom, and right rails of websites, a robust resource center, exit-intent popups, and optimized forms. Once you’ve developed that stellar content, your next step is to begin deploying the following tactics.
- Paid social media advertising
- Display advertising
- Email marketing
4. The Awesome Threesome – Content, Creative, and Campaigns
By this stage in the planning process, you should know what you’re trying to achieve, the KPIs you’ll use to measure your success, who you’re targeting, and what channels you’ll employ to reach them. What’s next? Bringing it all together with compelling content, creative, and campaigns.
If you’re just dipping your toe into digital, one great way of structuring your approach is to pull out your buyer’s journey map and run through a couple of different scenarios for each of your personas, identifying gaps, and listing out the content and creative that you’ll need to fill those gaps.
5. Launch, Optimize, and Report on Results
With your KPIs and channel mix in place, it’s time to put together a budget for your digital efforts. There are several ways you can approach your budget. Ultimately, your choice will be heavily influenced by management input and the way budget is assigned to the marketing organization.
- Start with a trial budget
- Optimize to improve performance and reduce spend
- Deliver customized, regular reports to key stakeholders
Accelerate Your B2B Strategy Today
Feeling overwhelmed? PMG is here to help you define, grow, and measure your B2B digital strategy to grow leads and boost revenue. PMG partners with B2B tech and SaaS marketing organizations to drive business value through high-impact content and digital marketing programs—helping companies like yours define their strategies, deliver on their objectives, and smash their KPIs.
In keeping with our passion for championing B2B marketers, we’ve developed The Ultimate Guide to B2B Digital Marketing. This comprehensive B2B digital marketing guide offers a deep dive into the 5 best B2B lead generation strategies, as well as tips that can help you maximize return on spend while gaining a deeper understanding of your customers—tracking every step of their journey.
The beauty of digital marketing, and the critical advantage it has over traditional methods, is its precisely measurable nature, from the first touchpoint when an unknown visitor hits your website through the last touchpoint when they become a paying customer.