In a constantly changing business landscape, B2B marketers need to stay agile and open to change. While there’s always some latest, greatest thing that the FOMO folks are touting as must-do, there’s one constant that doesn’t change: Focusing on lead generation is how B2B marketers grow business. Period.
However, while lead gen is essential to the for B2B marketers, but it’s not a one-size-fits-all process. If you’re focused on customer acquisition (and who isn’t), it’s important to understand what B2B lead gen trends are at play and what traditional methodologies still deliver great value. Want to know more about those trends and tried-and-true B2B lead gen tactics that are being used by marketers today? Then the most recent episode of CMO Talk is a must-see.
Here’s a brief overview of what you can expect to learn in this videocast:
Traditional B2B Lead Generation Tactics
There is no denying technology has changed the way people interact and conduct business. One thing technology hasn’t changed for B2B marketers is the effectiveness of in-person events. As Broadsuite Media Group’s lead generation expert Eric Vidal discusses, live events—like conferences and trade shows—are two of the most effective B2B lead generation tactics. Why? Any time you can connect face-to-face with a prospect, your chances for a conversion are greater. Vidal and host Shelly Kramer share ways to maximize your efforts when engaging in live events and trade shows and provide don’t miss tips that you’ll want to share with your sales and marketing teams.
Speaking of traditional lead gen tactics, direct mail is another more traditional form of lead generation that is still incredibly effective. If you want to find out why snail mail is still a viable and reliable marketing tool, we’ve covered that, too.
Modern B2B Lead Generation
E-mail marketing remains at the top of the list of modern B2B lead generation tactics and there’s no disputing that. In addition to email, a website that’s designed for inbound lead generation, great content marketing efforts, complemented by a robust social presence are all of utmost importance as part of the modern B2B lead generation engine.
Adding to that, Vidal and Kramer dive into the topic of webinars and how they are proving to be an important part of the smart marketer’s lead generation toolkit.
Like live events, though, there is a fine line between producing a bona fide B2B lead generation webinar and a smarmy product-centric or brand-centric online event. The former? When it’s designed in such a way that it can deliver real value to the audience, it can be incredibly effective as part of your lead generation efforts. The latter? Not so much.
In order to have success with webinars as part of your B2B lead generation efforts, Kramer and Vidal share tried-and-true steps that you and your team should follow that will help ensure the success of your webinar events.
Want all the skinny? Watch the CMOTalk videocast or stream the podcast and you’ll be good to go at integrating some of the most effective lead generation tactics into your marketing strategy for 2017 and beyond. While you’re there, don’t forget to subscribe to the YouTube channel or podcast channel so you never miss an episode.
Here’s the video of the full episode:
Cole is a recent Mizzou graduate and freelance writer specializing in marketing and technology. When he's not creating content for clients, he enjoys watching baseball, reading, and spending time with his family.