Inbound Marketing: The Key B2B Data Provision And Lead Generation Strategy


Adding customers has always been a big challenge for B2B marketers and with the increasing competition, it has not only become difficult to snatch a deal from their competitors, but maintaining the status quo customer base is also no less a challenge.

Unlike B2C customers, B2B customer does a lot of research before finalizing the sale and explores the market all the time, hence increasing the chances for B2B marketers to lose customers to competition, new offerings, deadly discounts etc. All these challenges, makes it imperative to keep B2B data provision and lead generation a top priority for revenue generation.

As B2B marketers hunt for fresh and viable lead generation methods to reach out to unexplored leads, ‘Inbound Marketing’ offers a wide array of tactics to bring in leads. Some of these means are targeted content creation, social media presence, blogging, pay per click (PPC) and email automation etc. Inbound marketing is a pull strategy to channelize and attract traffic to your website, translate visitors into leads and foster them into qualified leads.

Here, in this section there are 5 methods as suggested by the B2B data provision and lead generation service provider that help keep the pipeline full of highly targeted inbound leads which in turn shorten the sales cycle and cuts down your customer acquisition costs:

1. Targeted Content Marketing
Not so recently, website was considered to be an information station for its products and service. Marketers did not get to know who visited their website and if he/she was a potential customer or not let alone using the website as a means to increase sales. But thanks to the online marketing revolution, websites now are very much being used for lead generation as well as B2B data provision.
Targeted Content Marketing is intended to convert your anonymous website visitor into a lead by gating the useful web content with a information form. Hence the visitor has to barter his contact information for the website’s offerings like blogs, whitepapers, webinars, how-to-guides, FAQs etc. Once you have the contact information of the visitor, you can then send more customized information and journals, which will help nurture them to be your customer.

2. Conversion centric Social Media Marketing
With the enormous population available on social media platforms like Twitter, Facebook, LinkedIn etc, many B2B marketers struggle to identify and connect with the right set of people. One simple way of doing this is to ask for the twitter or Facebook names of your website visitor in the information form. Also, give them option to share your web content on their social media profile, which will help you keep a track of the visitors who share your content. Also, another method could be to track these social media portals for people who use relevant words while participating in various conversations, you will need special monitoring tools to be able to do this.

3. Blogs driven by Keyword
Blogs can be your introduction to your customers, they are the link between you and your prospective buyers. Surveys have shown that blogs helped B2B marketers acquire a very high percentage of customers. Blogs driven by keywords, can attract very relevant traffic to your website and generate significant leads.

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