MARKETING
Tips to Secure Leads for Your B2B Business
Having leads for your B2B business is important as these are people you can reach out to that will lead to conversion optimisation and sales. However, garnering leads can be a difficult process if you have little experience doing so. Luckily, with time and practice, generating leads is one of the best ways to grow your business significantly. Here are some of the best tips for your business to secure high-quality leads in order to be successful.
Cold Calling & E-mailing
“If you’re looking to generate B2B leads, it may be time to roll up your sleeves and do some cold calling. You should be familiar with your target audience if you’ve reached the point of generating leads, so it’s time to conduct some research and compile a b2b prospecting strategy to reach out to. Cold calling may seem taboo, but there’s a right way to do it. Attempt to set up a meeting with the owner (or another C-level executive) to make a formal proposal. If you’d prefer to email businesses, find the correct point of contact and remain respectful and professional in your approach.”
-Faryar Borhani, CCO of Midland Credit Management
Get Involved in Online Communities
“There are countless online communities such as social Facebook, LinkedIn, Reddit, and forum pages where you can interact with current and potential customers. By finding online communities in your company’s niche industry, you can connect with like minded businesses. Once you join these pages, you can advertise your expertise by responding to questions, posting articles, and messaging individuals. Since competition is tough when it comes to generating leads for your B2B business, online communities are a great way to increase your company’s credibility and brand recognition.”
– Lev Berlin, Founder of Recipal
Create Infographics
“An extremely effective way to generate B2B leads is through creating content that is both informative and shareable. One excellent way to do this is by creating infographics that are related to your field and appeal to professionals. When done right, infographics are a very digestible format to learn and spread important information across multiple channels. You can include them in informative blog posts or post them as-is on social media depending on what your preferences are. Creating infographics is a quick way to establish yourself as an authoritative figure within the topics you discuss and raises your credibility, leading to more B2B leads than before.”
– David Ring, Senior Marketing Manager at MCT Trading
Content Marketing
“Inbound marketing allows you to attract leads via organic traffic. Creating resourceful content such as blog posts or a newsletter creates a sense of community and authority. Becoming a valued resource in your industry will create organic leads. As someone reads your blog for insights on the industry and goes back again for it, they’ll remember and appreciate your brand. As more quality content is built out on your site, search engines will take notes and it’ll be exposed to more and more users. Content marketing has the ability to create free traffic to your site as more people are reading, linking and sharing your resources. You should utilize organic website traffic from your content marketing as your hot leads.”
– Amy Adlerstein, Senior Retention Marketing Manager at Canvas People
Utilize LinkedIn
“Since Linkedin was built as a networking tool, this social network is an extremely effective place to generate leads. Creating a relevant LinkedIn business strategy with specific marketing tactics is important to establish credibility. Professionals look to LinkedIn daily for relevant articles and content on their industry, and interact with that audience. During B2B sales, businesses will research their clients or their vendors by searching them on LinkedIn. Shared connections can also yield more lead generation. Thus, you should utilize Linkedin outreach in B2B lead generation by creating a marketing strategy and presence on the professional social network.”
-Brandon Brown, CEO and Cofounder at GRIN
Foster Customer Referrals and Recommendations
“Your current customers are your biggest asset for generating B2B sales leads. Think of their customer experience as free PR: if someone raves about how helpful your business’ tool is to one of their peers, it is likely their peer will look into what your business has to offer. The most qualified leads come directly from previous or current customer recommendations and referrals. In order to foster these relationships, you must create a valuable and seamless customer experience. As these relationships grow, you can even generate B2B leads by asking your customers for introductions or referrals.”
– Jacob Dayan, CEO and Co-Founder of Community Tax
In conclusion, having leads for your B2B business is crucial for conversion optimization and sales growth. Generating leads can be a challenging task, but with practice and the implementation of effective strategies, it is possible to secure high-quality leads that will drive business success.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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