Nick Miller, Head of Marketing, Admissions and Recruitment at Kaplan spoke to attendees of Digital EDGEucation about B2B Lead Generation in 2014.

Three things are required for successful lead generation online:

  • Relevancy
  • Content
  • Tracking Measurement

Some Assumptions

Successful B2B Lead Generation

What to Consider

Set time aside for Segmentation

This will prevent you from blanket marketing to a wide audience

Build personas in your market

This will help you visualise and empathise with the target market

Invest in Content

All content and marketing activities need to be relevant to your target audience, and more importantly need to be appealing to read too.

It is common for B2B Marketers to think that what they do is too ‘boring’ to talk about. As a result content can stray outside of the business offering, resulting in confusing and irrelevant topics being posted which doesn’t necessarily help reach business objectives.

B2B Content Marketing

Collecting the right data and expectations

  • Think about what you want to do with the leads
  • Understand how you will contact them
  • What’s the next level of segmentation?

Ask your sales team what they need to know before a call is made. This is important as it will reduce the time spent going back and forth, as well as reducing the level of touch points in the customer journey.

  • What is the customer expecting as a follow up?
  • Call back requests
  • What is the expectation and response time? Make sure that this is carried out within a timely manner

Sales Team Alignment

There is an age old problem with marketing teams and sales teams not being aligned and working together to achieve goals.

Legalities

When using external data, ensure you are complying with any legal enforcement that is in place to protect the privacy and personal details of those online users.

Timeliness

It is vital to make sure that the time of the campaign to go live is corresponding with events in the sectors’ calendar. What offline activities have you got on throughout the year, and how can you integrate online activity with seasonal trends. If you align marketing activity with these will there be a higher or lower conversion rate as a result?

Be Opportunistic and Agile

By looking at external influences on the marketplace such as tax changes, funding announcements and Government regulations, companies need to be able to react to this as quickly as possible. By being agile in their marketing activities, it is possible to enhance the presence of thought leaders.

Systems, Processes and Integration

Integration of all marketing activities seems like a very obvious thing to address, but so often there are small ways in which it can be improved such as:

  • Ensuring that the correct measurement and analytics tools are fully integrated and working including a CRM system and Google Analytics goals setup for example
  • Call tracking can be used online and for offline activities

The same goes for form tracking too – where did the leads come from, are people dropping out of the funnel when they interact with certain areas of the website on their way to the form completion, and is the form asking for the correct information for the sales team?

In Summary

1. Don’t over complicate things or make assumptions on personas and segmentation of the target market; this can be dangerous.
2. Content, Content, Content. This is of paramount importance to get the company to be seen as industry experts, thus building up trust to those who are at the different stages of the purchase funnel.
3. B2B marketers need to work with and integrate with sales teams to achieve the business goals. It is important that all work towards the same targets, and that the marketing team are aware of what the sales team needs to convert more efficiently and effectively.
4. Have good systems in place to ensure that all activity is being tracked and measured. This process needs to be as simple as possible to analyse so all members of the marketing team can see what is happening at all times from an outsiders perspective.
5. Be opportunistic and ready to adjust your plans with the changing nature of the market.

4Ps isn’t just another SEO agency. To discuss how content, data and advertising are evolving together in order to keep pace with new developments in user interaction and technology, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about marketing and behaviour across all inbound channels.