Your Ultimate Guide For B2B Lead Generation
You cannot expect your boat to row without both the oars. Similarly you cannot expect to acquire and nurture new prospects without both the propellers called Inbound Marketing and Outbound Marketing.
They both hold their specific places in the marketing strategies designed for Lead Generation.
If you are reading this, you might be
- A B2B marketer looking for the perfect blend of the opportunities these two marketing techniques offer.
- A researcher looking for some insights
- A marketing student looking concept clarity
Anyway how, we have made an effort to provide you detailed information regarding both the inbound and the outbound marketing techniques to help you achieve your desired objective.
Let’s start first get clear with these terminologies in particular and then may discuss how these techniques differ from each other and what are their constituent methods.
Inbound marketing is the way of promoting your company through mediums like video, social media marketing, e-Books, Whitepapers, blogs/vlogs and SEO. It is one of the best ways to convert strangers into your customers for your business. It is a method where the marketer can help himself to get found by the people already interested in his industry. We can say it involves earning the people’s attention.
Outbound marketing is the way of promoting your company through mediums like seminars, outsourced telemarketing, advertising, internal cold calling, mailers to purchased lists. It is a method in which the marketer pushes the company’s message loud in the purchased audience. We can say it involves buying the person’s attention.
Here’s a sneak peak into the differences between the Inbound and Outbound techniques of marketing. Take a look!
|Inbound Marketing||Outbound Marketing|
|It involves two way communication||It involves one way communication|
|Customers approach your company||Company approaches the customers|
|It is a cost effective marketing method||It is highly expensive marketing method|
|It has less reach than outbound methods||It has a better reach that inbound methods|
|ROI is high and achieved easily||ROI is less and is hard to achieve|
Now that we are aware of the basic differences between the two techniques, let’s look at the tactics which they involve.
Inbound Marketing: The digital age saviour
Due to advent of internet, marketing has evolved in the past decade, but the bigger revolutions have been observed in last three to four years. The consumers are now empowered with the power of web, which allows them to learn about the new and upcoming products in the marketplace. As we are already aware now that the inbound marketing technique is very cost-effective and impactful, it has become a new favorite with the marketers. This technique includes methods or tactics like:
- Blogging/ Vlog
- Social Media Marketing
- Ebooks, Whitepapers and Case Studies
If done properly, each of these mediums play a major role in imparting your message to your targeted audience and helping them in their buying decisions. They open new possibilities to promote your product to your targeted audience, build an interactive communication pipeline between your company and it’s customers and helps in building the reputation of your brand!
B2B blogging is playing an instrumental role in generating leads for the businesses. It is one of the best ways to convert the organic traffic coming to the website into some actionable sales inquiry. It has the power to generate ROI greater than five to ten times on your social media investment. As we pointed out earlier, it is really important to do it the right way to get fruitful returns. Blogs educate customers as much as that the consumers nowadays take their buying decisions post reading blogs!
Video Blogging or Vlog
This is one of the most recent trends that has emerged, a method that combines Video and Blogging in the most efficient and impactful manner. This category is really famous on the YouTube channel. Businesses use Vlog for sending across the information about their product and services, their company values and ethics, testimonials from their customers etc. Vlog is a powerful medium to do these things in an engaging, educating and entertaining way!
Undoubtedly, this inbound marketing technique is winning hearts worldwide. Companies from all over the world are seeking for some awesome video makers or some professional video production companies, to create a memorable and impactful video; animated or live, for their businesses. It is possible to run a video campaign by shelling out just $1495 and get handsome returns. You never know, your’s might be the next viral video! The concept of storytelling has taken a new leap with video entering the checklist of the marketers.
Social Media Marketing
You might be kidding yourself, if social media is still not a part of your marketing strategy. There are a lot of reasons as to why social media should top your to-do list, but the most important are wide reach, engagement level. It is vital to make your updates very creative for striking the right impact on your targeted audience. A strong content, with right post timing, correct frequency of posts can bring you some really high quality leads. Platforms like Facebook, YouTube, Twitter, Quora and Linkedin have been found to be the most successful platforms for B2B lead generation.
Webinars have a proven potential to generate boatload of leads. They are one of the cost effective methods available. Specially for B2B companies, webinars are the way to generate high quality and qualified leads within a limited expense. Point to be taken care over here is: Plan them well to get desired results! Make sure you create the much needed buzz on the social media before your Webinar day.
Ebooks, Whitepapers and Case Studies
They are considered to be the most educative and informative mediums for sending across your company’s information, it’s propositions to the targeted audience. All you need to have is some power packed content that is marketed with an in-line strategic plan. You need to showcase yourself as a market leader, who is one of the most reliable sources for the information that is given. You can place some good Ebooks, and Case Studies on your website that can be downloaded by the visitors for free. Yes, make them easily accessible so that people pay you visits more often 🙂
This free versions should be made available to visitors in exchange of their mail ids. This increases your marketing base to a very large extend and there is surety of your content being noticed, welcomed and appreciated.
Though many companies are now opting for Inbound Marketing Techniques, but the total proportion is still very less. More and more companies need to adopt this technique. With change in consumer preferences, changes have to be made the marketing styles.
Outbound Marketing: The giant of all times
Outbound marketing, as we are aware, is also known as interruption marketing. A message is pushed across various channels in an expectation that it will reach the right individual or to the potential buyers of the company’s offerings. This technique has a very wide reach as compared to the inbound techniques. From Television to print media to bulk emails, the objective here is to spread the message as much as possible. This technique includes methods or tactics like:
- LinkedIn Sales Pitch
- Paid Advertising
- Email Marketing
- Freelancing Websites
All these techniques have been able to get businesses high quality leads. Though a strategic planning is a must before a company can commence the efforts on these methods, but these efforts are bound to bring some good results on your table.
LinkedIn Sales Pitch
LinkedIn has entirely changed the way people look for jobs and businesses look for synergies. As far as lead generation is concerned, the platform charges an upfront fee for the same and opens the gateways to better business generation and conversions.
Anyways nobody stops you from making good connections, right? In case you don’t want pay for it, it’s okay. With Advanced Search feature of the LinkedIn, this is now a possibility. The Advanced Search option makes your search more targeted and worthwhile.
You may select your target audience, design an effective sales pitch, and start sending them the sales pitch by personally messaging them on LinkedIn. The message should be effective and compelling enough for them to respond. Always remember not to go overboard and keep it simple, planned and effective!
Quora is one of the most reliable platform for any kind of information required. It is the individual experiences of people. Trust us, the answers are more reliable than any other review for the same product on the website. Marketers nowadays spend a lot of time on Quora. The reason is simple: they hunt for the potential buyers of their product or service, looking at where their company’s offerings comes as a solution to the people’s pain areas.
The key here is to be regular with targeting and answering, and you shall have leads flowing!
Paid Advertising options include Google Adwords, Bing Ads, Remarketing, Paid Advertising on Social Media Channels like Facebook, YouTube, and LinkedIn.
The core benefits of investing your funds in the paid advertising are:
- Target Audience can be chosen on the basis of the categories being chosen.
- Budget allocation can be made accordingly and can be modified whenever required.
Don’t forget to try ‘’Promoted Tweets’’, ‘’Boost Your Post’’ on Facebook and LinkedIn Ads, they are 12% more likely to bring in leads!
Till date, email marketing was just thought of as sending a commercial message to a group of people through an Email. But, things have changed for good now. Companies now send their customers blog newsletters, some send invitations to their clients for their seasonal discounts, some showcase their clients the company’s new product offerings or any additions/improvements made in the current offering. It helps your business humming and delivers your message in an effective style.
It comes along with many benefits like:
- It is very much cost effective.
- It lets your measure results of each and every campaign.
- The analytics allow you to make some strategic decisions for your upcoming marketing plans.
- Various platforms are available nowadays with pre-build templates to make your work easy.
- It can generate an ROI of 44% when done properly.
Just be sure that the subject line of your mailers are enticing enough to get the desired click rate!
These are the websites where individuals offer their services for some amount, depending upon the customer’s project. Websites like Upwork, Elance, Fiverr, Odesk, PeoplePerHour, Guru, SeoClerks, Donanza and Freelancer connects the freelancers and public in general, where the freelancers completes the project assigned and charge their labor. Companies can target these websites for lead generation. A commission based setup is put in place and the projects get redirected to the businesses. Simple, isn’t it?
A perfect blend of these inbound and outbound marketing techniques has to be sticked by the companies looking for high quality and qualified leads. The key is the consistency of approach. Whatever technique you opt, make sure you plan it well and execute it right for the desired time frame.
Know some more ideas? Tell us in the comments section below!