If you’ve ever worked in B2B, you know how contentious the relationship between sales and marketing can be. Marketing is always busting their butts to get qualified leads and the sales team is always complaining that the leads aren’t good enough.
Good news for you today: it doesn’t have to be this way! We’re setting you on the track to success with some unique lead-gen ideas from marketing pro, Ross Simmonds.
- Consider Account-Based Marketing (ABM). We’ve talked about this in the past, but here’s a refresher if you need it. ABM is an approach to marketing where you market to an organization, rather than an individual in an organization. Making a sale in B2B means that you need buy-in from multiple people. It makes sense to start getting that buy-in before you’ve even started the sale.
- Look at B2B events. Public speaking is a great way for B2B brands to generate leads, but it’s not the only way you can do lead-gen at conferences. Most conferences now have Facebook Groups or pages associated with them. Find those pages for conferences in your industry, and start networking within those groups. Here’s an example of this in action.
- Geo-location advertising. The great thing about events is that you know where they’re at. Use that knowledge to create Facebook ads that target people attending specific events in your industry. Pair the ad with copy that fits the event and a great piece of content that ties in.
- Create content based on the conference. Do round-up blog posts, infographics, videos, one-on-one interviews. So many options here. One example.
- Leave the gated content behind. Or at least use less of it. If you want to attract a large audience, forget gates. Let people view a ton of your content without having to enter their info.
There’s a lot more to read in this blog post ↓