How B2B Marketers Can Generate High-Quality Leads
- Map your ideal buyer profile (lead characterization) …
- Determine ideal content types and channels that convert. …
- Tap into buyer intent data to improve lead quality (lead scoring) …
- Establish continuous collaboration between sales and marketing
1. Select the right social media channel(s).
Before you get started with the specific tactics and strategies that can lead to getting tons of new leads into your sales funnel, make sure that the social media channel you are pursuing is ideal for your business.
For example, if you look at B2B marketers, 44 percent of those responding to a survey said they had generated leads through LinkedIn, 39 percent through Facebook and 30 percent through Twitter.
For a more comprehensive breakdown of your own target demographic and where its members are likely spending their time on social media, I recommend this
2. Generate leads with LinkedIn.
Since LinkedIn is the platform that generates the most leads for B2B, it’s a natural place to start. Given the company’s recent acquisition by Microsoft, even more professionals will be networking and connecting on this platform.
And that makes sense: The site, unlike Twitter or Facebook, is built for professionals and business owners to connect. In contrast, Twitter and Facebook are built for anyone with a wi-fi connection.
3. Directly connect with potential leads, and offer free samples.
One of the hardest parts of B2B marketing is that you often have to go through gate keepers whose job is to keep people like you (translation: anyone trying to sell anything ever) away from the boss.
LinkedIn can help with this issue. It lets you walk right past the gatekeepers and into the lion’s den. Just make sure that you have a high-quality sample or presentation ready to show when you get there.
2. Use Slideshare.
Since Slideshare was recently purchased by LinkedIn, you now have the opportunity to use it to your advantage.
While leads generation with social media can be hit or miss, when you use the above tactics, you can expect to generate more leads, and more importantly, higher-quality leads, across all of your social media platforms.
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