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.

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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 & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.