Generating Qualified Leads in B2B through Inbound Marketing

[Dimaeiya333]

Traditional, interruption-based marketing has always been about optimizing for immediate conversions . That would make sense for some things: Who wouldn’t want immediate sales? However, the problem is that while immediate conversions are certainly desirable, user behavior is much more complex. Studies of online behavior show that 78% of users say they use at least two or more channels to find products and services, from the moment they start searching until they complete a purchase.

A relationship has to start solidly through mutual interest. It cannot be forced. The user is usually saturated daily with thousands of advertising and direct marketing impacts , so he finds different ways to block all that propaganda, such as caller ID, spam filtering, on-demand television and radio.

According to several Experian reports, almost 30% of users have a separate email address reserved for filtering advertising or spam . At the same time, the Internet is presented as a quick and easy way for consumers to learn how to buy.

Inbound marketing turns the traditional marketing approach on its head and focuses on creating optimized and relevant content that will help qualified leads find what they are looking for right at the moment they are ready to buy:

useful inbound contentCreate useful content. In B2B, users are far from solving their problems; they want to learn how to do their job better. Offering learning content is a great way to differentiate yourself from the competition and build relationships over time. Giving them valuable content that they can't get anywhere else will make them think of you first when they are ready to buy or hire a service.

optimize search enginesOptimize our content for search engines: We must use the analysis platform we work with to discover how customers have found us in the past and research the keywords that our competitors use, in order to finally understand the different factors that will influence the search of our target audience .

conversation in B2BGo where the conversation is: In B2B , 60% of users conduct extensive online research and searching before deciding on a specific company. This research is done on sites like Linkedin , for example . Taking an active role on these portals will not only improve our ability to get found through SEO , but will also give us greater insight into our needs and perspectives.



Explicit and implicit user preferences.
Often, people express a first interest in our company through enquiry forms , subscription to our newsletters or comments on the different articles on our website . With this first contact, Leads are entrusting us with their personal data, such as their email address . We must take advantage of every possible opportunity to learn from our potential customers and make sure to offer valuable and relevant information in return .

Knowing our Leads , we will see that there are various explicit and implicit preferences that we can take advantage of to achieve our objectives:

inquiry formsExplicit preferences : Query forms

The first time we get an Opt-In from our Leads , whether to obtain more information, download content or a free trial version, it will usually have been done through a web form .

Initially, the forms that perform best are obviously the shortest, but even short forms can provide a wealth of information about our leads . Because of their brevity, each individual field is vitally important. We need to determine which individual field will help us best segment responses and send tailored communications.

We need to think about the most important information . We should not ask anything unnecessary so that users have a better experience on the site .

If we attach content to the form , whether it is a whitepaper or an ebook , it will provide us with an introductory overview of the topics that concern our potential clients . We should personalize the interest expressed in future communications.

segmentationImplicit Preferences : Segmenting the Experience

With the various advanced digital analytics platforms available today, we can take this automatic personalization one step further. Because of the highly specific analytics we can create, we can track our visitors, showing the interactions and experiences they have had over time across our website . In this way, we can deliver tailored content focused on their experiences and interests on our website.



Ideas to personalize leads based on their preferences and experience.
Below we leave you some ideas that will allow you to personalize the user 's experience and preferences , in order to recover potential leads that have lost interest during the communication process established on our website:

b2b inbound product1. Give the Product a Nudge : We all have moments of doubt and indecision. I chief vp sales marketing officers email lists f a Lead has visited a specific product page several times, but has not yet decided to buy it, we could send them a personalized email , to see if they have any outstanding questions that we can answer about the product or the price.

concern price2. Consider price concerns : Looking at a pricing page is a good sign that the lead is considering a purchase. Has our lead had a great interaction with our website and has their experience slowed down after visiting the pricing page? We could send a purchase accelerator or contract such as a price discount, an improvement in purchase volume or an offer for services , for example, if they buy within a certain time frame.

landing pages3. Monitor the abandonment of Landing Pages: Within a well-designed and prepared Landing Page , in which a user has abandoned the page, it may be that the form asks for very personal data at this point, they were distracted on the Landing Page or they did not feel like filling out all the fields. It will be difficult to know the exact reason. Although the Leads are abandoning our Landing Pages before downloading the content, we could automate emails as a newsletter , to provide them with some of the content they were looking for in a more attractive or comprehensive way, redirect them to our website and include them in a new communication process or workflow specific to Landing Page abandonments .

Taking into account all the factors regarding user behavior and experience , as well as the examples we have seen regarding possible solutions, we will be able to establish guidelines in our communication to generate qualified and personalized leads within the B2B sector , thanks to our Inbound Marketing strategy .



30 tips for lead generation