Business-to-business (B2B) marketing is continuously evolving, from best practices to technologies buyers anticipate. Your B2B digital marketing strategy must adapt to industry, niche, and audience behavior. Lead generation was a prominent internet marketing strategy for years. However, newer methods like account-based marketing are becoming increasingly popular with businesses as well as the providers of social media marketing services.
B2B marketers across industries have been testing which of these methods work best for their company to keep up with a growing digital world and match client expectations. It’s time for your company to do the same.
What is B2B Lead Generation?
Lead generation involves finding and nurturing prospects interested in your products or services. The typical sales funnel begins with providing engaging content, reaching out to buyers, and establishing interest in your B2B organization. Marketing then moves the lead through the sales funnel until the sales team can convert them into customers. Starting with more leads simply means more will reach the end of the funnel.
Finding qualified leads—prospects most likely to become customers—is crucial to lead generation. Your marketing staff will hunt for suitable customers by observing prospects’ online behavior. Nurturing marketing qualified leads (MQLs) can lead to purchases. Sales qualified leads (SQLs) are prospects who want to chat with a salesperson about your products or services. An efficient lead generation strategy and sales funnel require MQLs and SQLs
Leads: The Raw Material for Your Sales Team
A lead is the raw material your sales team turns into money. Without leads, your sales force has no customers. Active lead creation gives your sales team more prospects. You can easily track conversion rates and estimate earnings and growth.
Lead generation is one of the main KPIs marketers use to evaluate a campaign. In a traditional sales funnel, you acquire as many leads as possible at the top and utilize content and marketing to guide them down as they learn more about your products. Unqualified leads will drop out at various stages in the funnel, but the more you get in at the top, the more will be qualified and ready to buy.
What Is Account-Based Marketing?
Adopted by most providers of social media marketing services, account-based marketing emphasizes quality over quantity. This strategy targets high-value individuals with company-specific content and follows them throughout the buyer’s journey. Account-based marketing lets you develop personalized campaigns and messaging for key decision-makers at high-value organizations, resulting in a far greater ROI than traditional marketing strategies. An effective account-based marketing approach needs rigorous data management, high personalization, and marketing-sales collaboration. For an effective and efficient implementation of this form of marketing, business owners need to approach the best social media agency in Delhi.
Benefits of Account-Based Marketing
A successful account-based marketing approach prioritizes customer demands and monitors their purchasing decision-making process. It delivers individualized stuff that addresses their current questions, worries, and hopes.
For 87% of marketers, ABM beats all other marketing initiatives. Companies with established ABM strategy attribute 73% of revenue to ABM. In 97% of circumstances, account-based marketing had a higher ROI than other marketing initiatives. A great ABM program involves more work than traditional marketing and organization-wide buy-in and coordination, but the benefits are unbeatable.
Which is Right for Your B2B Business: Account-Based Marketing or Lead Generation?
You don’t have to pick between these two ways despite their many disparities. Both account-based marketing and lead generation may (and should) help your company obtain clients/customers. For instance, a lead generation marketing strategy will assist your B2B business in finding and nurturing new leads, which you can then use to identify potential target individuals. Then account-based marketing kicks in. Lead generation can supplement account-based marketing. You can use both strategies in your digital marketing plan once you know when to use them.
Concluding Remarks
We, at Sterco Digitex, have been delivering unique and data-driven marketing solutions for companies belonging to diverse industries for 25 years. We always strive for measurable, sustainable results. Just check out our client testimonials and portfolio to learn more about it. Are you desirous of increasing traffic and optimizing your online presence? Start by scheduling a consultation with us.