b2b marketing

According to Content Marketing Institute’s recent research, it’s lead generation. A whopping 85% of respondents said so with only 41% reported feeling confident generating leads. Having no leads is like picking up a fishing pole to go fishing with no idea where the fish are nor what kind of bait to use.

RX Of Lead Generation

There are a ton of remedies out there to assist in lead generation beginning with content marketing. Effective content marketing reaffirms what prospective customers or clients are seeking. Demand Trade Gen a B2B marketing journal, opined that 47% of buyers read three to five pieces of information before even contacting a merchant.

Those findings and opinions confirm what another research firm, Gartner, revealed. The company reported that at least 65% of buyers make up their minds before contacting a supplier. These statistics place an exclamation point on the positive impact marrying a SEO campaign with B2B content marketing can have in generating leads.

Some venues like LinkedIn and Google ads are a lot more obvious. So, too, are Facebook lead ads. However, there are other sites and strategies that should also be considered.

“Live On My Mind”

In a 2003 interview after performing in concert, Bruce Cockburn was interviewed by a reporter who acknowledged one of the songs in the show. “Thank you for ‘Live on My Mind’ because I think of the love of my life every time I play it,” said the reporter. Cockburn responded, “So do I.”

Live chat can be very powerful when a company engages current and potential customers on its own channel. Because it’s conducted in real time, the dialogue also tends to be warmer, more personal and helps nurture relationships.

Much of the same can also be said about live video. It can be particularly well-received when used for how-to webinars, new product launches, and special guests.

Free Always Draws

Nothing draws consistent attention as freebies. Because of its popularity and increasing competition, freebies today need to have value in order to appeal to the masses. A good freebie coupled with a deadline can be very effective in a short period of time.

Other Possibilities

Introduced in the fall of 2018, Facebook Thruplay offers advertisers a platform on which they don’t pay unless the user watches at least 15 seconds. In addition to being available on Facebook, it can also be employed on Instagram and Audience Network, a DIRECTV channel.

Gated videos are a bit more intriguing. After viewing several seconds, the viewers are informed that they need to sign up or register to see the video in its entirety. A first-time viewer will sign up if the video is something exciting, novel and/or informative.
When sent by email, text or social media, personalized videos have a place in B2B marketing if targeted to an audience that has been identified as having an interest in a product or service.

One early adopter said their success in closing cold calls improved by 38%. He added that following up with personalized emails and text messages drove their conversion rate to an astounding 99%

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.