Step 4: Choose your channels
Posted: Wed Dec 18, 2024 9:09 am
Now it’s time to choose your channels. Unfortunately, I don’t have a ready-made solution for you, because it can be different for every type of target group, industry and company. Which channels work best for B2B lead generation depends on which study you look at. The best working channels also depend heavily on the industry in which you and your target group operate.
Furthermore, how you use the channels is much more important than which channels you use. What I can say is that there are always a few channels that stand out above the rest when it comes to overall successful lead generation for B2B companies: email, social media, and organic.
E-mail
Email marketing has held its own in the 23 years that it has been around. In fact, it is now at the top of the most successful B2B lead generation strategies . What has been particularly successful and has been declared holy by many email marketers is automation . It has more than proven its success. In a nutshell, email marketing automation is the integration of tools that connect to your CRM and allow you to automatically send highly personalized and specific emails. A case study shows a 172% increase in profits after automation.
With automated emails, you always address the lead personally in the email, which increases the open and click ratio. But that is not the biggest advantage of automation: the lead is shown personalized, dynamic content. Think for example of the items that are still in the shopping cart, pages that the lead has viewed and all that adapted to the location and time of the moment of opening.
It even goes a step further than that. For denmark telegram data example, the software can also estimate the user's intention based on previously displayed behavior. A very interested user, for example, will then go through a campaign faster than a less interested one.
Email is also an excellent channel to apply lead nurturing . Lead nurturing is an important part of B2B marketing. Feed potential leads regularly with valuable content. Get to know them and let them get to know you. Give something away, apply email marketing segmented to the personas and place in the sales funnel and bring them in when they are sales-ready.
Social media
Much has been written and said about the use of social media for B2B companies. Although opinions (and studies) are divided (read the article by Placester.com or Idg.com for example), I would never recommend ignoring this channel. It can be a missed opportunity.
The studies that show that social media is not an effective channel for the B2B market, base this on the results of the current strategies that B2B companies apply. Unfortunately, these are usually not very good. Most B2B companies use (misuse) social media to brag about how good they are and what they can and do. Only a small minority uses social media in the right way. They start a conversation with the target group, help the target group and actually address the target group.
Furthermore, how you use the channels is much more important than which channels you use. What I can say is that there are always a few channels that stand out above the rest when it comes to overall successful lead generation for B2B companies: email, social media, and organic.
Email marketing has held its own in the 23 years that it has been around. In fact, it is now at the top of the most successful B2B lead generation strategies . What has been particularly successful and has been declared holy by many email marketers is automation . It has more than proven its success. In a nutshell, email marketing automation is the integration of tools that connect to your CRM and allow you to automatically send highly personalized and specific emails. A case study shows a 172% increase in profits after automation.
With automated emails, you always address the lead personally in the email, which increases the open and click ratio. But that is not the biggest advantage of automation: the lead is shown personalized, dynamic content. Think for example of the items that are still in the shopping cart, pages that the lead has viewed and all that adapted to the location and time of the moment of opening.
It even goes a step further than that. For denmark telegram data example, the software can also estimate the user's intention based on previously displayed behavior. A very interested user, for example, will then go through a campaign faster than a less interested one.
Email is also an excellent channel to apply lead nurturing . Lead nurturing is an important part of B2B marketing. Feed potential leads regularly with valuable content. Get to know them and let them get to know you. Give something away, apply email marketing segmented to the personas and place in the sales funnel and bring them in when they are sales-ready.
Social media
Much has been written and said about the use of social media for B2B companies. Although opinions (and studies) are divided (read the article by Placester.com or Idg.com for example), I would never recommend ignoring this channel. It can be a missed opportunity.
The studies that show that social media is not an effective channel for the B2B market, base this on the results of the current strategies that B2B companies apply. Unfortunately, these are usually not very good. Most B2B companies use (misuse) social media to brag about how good they are and what they can and do. Only a small minority uses social media in the right way. They start a conversation with the target group, help the target group and actually address the target group.