Adapt to the Unknown and Boost Your Online Lead Generation

Trade fairs, F2F meetings and lecture events have played an important role in generating leads for B2B companies in the past. Hence, with the cancellation of such events due to the current social distancing measures, comes the reduction of these lead generation opportunities. However, you’ll be happy to know that not all hope is lost! Luckily, we live in a time where digital marketing is thriving. Content marketing, online webinars and digital advertisements have never been more important for B2B companies needing a boost in generating high quality leads.

The shift to Digital Marketing 

The marketing budget is traditionally the first to be cut during an economic crisis. Why? Companies believe no one will be looking for or buying their products and solutions during these difficult times. However, this approach is risky and massively decreases the chance of new sales opportunities and therefore, jeopardizes a company’s long-term market share. This is because reducing marketing efforts also decreases new leads interested in your B2B brand. Without consistent marketing, your key business messages are not being communicated to your existing audience and potential new audiences.

Less marketing = less lead generation = less business revenue. 

However, in times of uncertainty B2B audiences are seeking out consistent, relevant and undisrupted communication and engagement from other B2B brands to feel some sense of calm amongst the current chaos. Therefore, in order for your B2B organisation to survive this economic downturn your marketing efforts must adapt, grow and evolve with the changing times. 

How can you do this?

Simple, focus on boosting your digital presence and online relationship-building strategies to communicate your latest business solutions to your audience. This could involve increasing your email marketing, social media advertising and content marketing. These efforts will allow you to generate a more varied range of leads. Seeding your marketing content on different online channels not only reaches your existing customers, but also opens new prospects. These might not have been accessed via the more traditional B2B marketing methods.

Your Audience are Ready to Consume Digital Content 

With social distancing and work from home measures being enforced across the world there are an increased number of B2B professionals online throughout the day. In fact a report by Vodafone indicates that there has been a 50% rise in internet use across Europe. Hence, everyone including B2B audiences are likely to be increasingly receptive to online advertising and hungry for digital content more than ever before. So you better create some digital content for them to consume…. Quick!

 

From Physical Events to Online Webinars

If your B2B organisation was relying on upcoming live lecture events and trade fairs to generate new leads there are really only two options going forward:

  1. Cancel these events and face the loss of potential new leads
  2. Make the best out of the difficult situation and move your events online

With your B2B audience more ready than ever to consume online content and your inability to host usual F2F events the logical answer is to move to the digital realm. Through producing virtual webinars and online content you have the opportunity to reach an even wider target audience than were previously signed up to come to your physical event! Not only this, but hosting online events will enable you to access higher quality leads. Why? Because you will be able to collect much more information from your digital attendees in terms of their expectations, needs and purchase intentions. 

 

How to Gain the Highest ROI

One of the most effective methods of generating leads in the current crisis is to introduce Account-Based Marketing (ABM) to your marketing plan. This way marketing efforts can be directed solely towards the accounts that you want to win. ABM campaigns are a more cost-effective and efficient form of marketing. They allow you to solely reach your specific, core target audience. This avoids any marketing budget and effort being wasted on irrelevant B2B audiences that are not interested in your solutions or brand. This way the leads that are produced are of a much higher quality than other marketing methods. So what do you need to get started with ABM?

  1. A list of accounts that you would like to target
  2. Digital content for your campaigns 

Simples. 

 

Lead the Way

It seems that B2B businesses that do not adapt to the current challenges are unlikely to survive. However, those that do alter their marketing strategies and shift their physical events to online approaches are expected to come out of this crisis stronger than before. B2B organisations are still in need of the latest information, advice, solutions, products, support and services in their area of expertise. Perhaps now more than ever before. So rather than being distracted and halted by the current economic crisis instead look to adapt your ‘business as usual’ to the current market challenges and requirements. Your B2B companies should aim to provide the best answers and produce the most relevant digital content for your audience so your customers feel supported and can place trust in their partnership with you. In return you will create new ways to generate a larger number of high quality leads online.