In an ever-shifting environment constantly transforming because of emerging technological innovations, businesses need to proactively update their B2B lead generation strategies to drive results.
Lead generation consists of various tactics to fill your sales pipeline. For most marketers, it is the primary objective, and some may even consider it their only goal in marketing. Yet with various emerging technologies and driven insights, B2B buyer behaviour is evolving at a faster rate. As a result, marketers must restructure their lead generation strategies to keep up with this ever-changing landscape.
Content addresses consumer concerns at every touchpoint of the buyer’s journey, increasing customer education. Furthermore, the internet’s infrastructure developments, increased users, and the growth of technology is heightening customer expectations.
Asia Pacific (APAC) businesses can continue to drive results, but only if they leverage the proper tools to generate leads. Here are the most effective ways to capture leads.
Produce Evergreen Content
According to Hubspot, experts in the APAC region say content marketing has the highest impact on a business. However, 57% of APAC marketers believe producing quality content is often a struggle before they experience achieving success.
This is why businesses have to continuously evaluate and measure their KPIs (key performance indicators) to ensure they are using the right tactics. Content is the key to increasing your reach and exposure. Yet, you should avoid creating content simply for the sake of it; B2B businesses achieve success by publishing valuable content for their audience.
By addressing your audience’s pain points, you can solve problems with content that informs, engages, and entertains. In turn, you may earn their loyalty and make it easier to convert leads as soon as you gain their trust.
Remember, you must consistently engage your audience at every stage of the funnel. This means answering queries, offering advice, and showcasing how your brand can improve their livelihood.
Create Lead Magnets
Consider using lead magnets that require users to register their information in exchange for content access. This strategy will help your contacts grow quickly and jumpstart the lead generation process. You can provide various resources – whitepapers, eBooks, checklists, tutorials, etc. – and ensure the content offers valuable insights by solving challenges.
To ensure you gain opt-ins, you will need a form on your website that captures visitors’ contact information. For optimisation purposes, minimise the number of fields and only ask for information your sales team needs to succeed. If your form is asking for too much information, you could be turning potential leads away.
Personalise Your Touchpoints
Traditional marketing is no longer a useful tactic for companies. Now, businesses are carrying out success by personalising the buyer’s journey. In fact, 59% of APAC businesses are making customer experience management their priority investment.
When you add a human touch to the experience, you cultivate deeper connections and establish more meaningful relationships. As a result, customers will be more likely to exchange data with your business and you’ll be able to offer them more personalised experiences in return.
Consider using customer data to gain insights into their behaviour. Then, use that to your advantage to present personalised content.
Use Social Media
Social media is an effective tool used for promoting content. It gives your business a chance to engage with your audience and gain potential leads. LinkedIn and Facebook are the most popular channels for B2B marketing. Nevertheless, experts recommend you become active and consistent on at least three different social media platforms to generate brand awareness.
Facebook says its number of active advertisers grew by 50% within the last year. Much of that growth consists of Southeast Asian advertisers looking for new channels to reach mobile-first consumers.
Consider starting a Facebook group to start conversations on the most pressing challenges relevant to your industry. Use hashtags on Instagram and Twitter to connect with like-minded individuals.
Furthermore, you can use LinkedIn to leverage your staff as thought leaders and grow tremendous reach. The LinkedIn ad platform also helps you pinpoint your audience’s criteria and allows you to determine objectives such as lead generation. Consider joining LinkedIn groups to engage with members and post content to generate leads.
Remember to make your connection requests personal. By sending personalised messages, your business can cut through the clutter of spam and irrelevant marketing.
Retarget Your Ads
Retargeting prospects is an entire lead generation strategy within itself. Yet if it is performed correctly, you can scoop up leads that may not have otherwise considered your brand. However, businesses should avoid remarketing a prospect right after visiting their website.
Instead, savvy marketers should wait before retargeting. Or, they can configure ads to appear when the prospect visits relevant websites. Being strategic in this manner will improve the results of your retargeting campaigns. Therefore, you’ll be much more successful at capturing leads for your business.
Adopting Successful Tactics
Successful lead generation starts with adopting an omnichannel approach acquired from data-rich sources. Generate more leads with content marketing that addresses the goals and challenges of buyer personas. You can achieve this by committing to the selected channels to guarantee engagement and brand awareness.
Once leads are generated, utilise nurturing and scoring tools to qualify them before handing them over to sales.