The B2B Lead Generation War Chest: Are your guns loaded?
In today’s day and age of Business-to-Business digital demand generation, it takes more than just one or two weapons to get the job done. Successful demand generation includes a broad range of tactics. Some marketing tactics are designed primarily to build brand awareness or brand loyalty. However, no business-to-business marketing tactics are more important than those designed to generate sales qualified leads. The problem, however, is many companies don’t have enough tactics/weapons to fill their war chest and drive the new business their company so badly needs.
What’s In a Good War Chest?
To develop an effective demand generation war chest you need to include the following:
- Top of the Funnel (ToFu) tactics
- Search Engine Marketing
- Social Media Marketing
- Email Marketing
- Middle of the Funnel (MoFu) tactics
- Marketing Automation/Lead Nurturing
- Bottom of the Funnel (BoFu) tactics
- Differentiated message
- Case Studies
- Success Stories
What are Most Companies Missing?
While many companies may have some or even most of these parts, a key component that is usually missing is aligning these parts with how your customer buys. While many companies are currently working on getting the marketing teams and the sales teams in line with each other, all that is pointless unless that also maps to how your customer buys.
I hear all too many times from companies that they do “relationship” marketing, or that they have a really “nice website” or even how they have been doing a lot of “list rentals”. All of these tactics tell me that the companies really don’t understand how their prospects and customers buy. They are still too focused on trying to push out their message instead of pulling prospects in with great content then helps educated them around a key problem they have.
Now don’t get me wrong, having a large database helps. However, understanding how to take that database from status quo and use your war chest and create sales qualified leads is what differentiates the average demand generation companies from the great ones.
The Bottom Line
You see your prospects are not wanting to “buy” from you. They want you to help them solve a problem they have. This is far from a small thing – it actually makes a huge difference. Once you understand this, you can then start to build an effective war chest that will drive more sales qualified leads and ultimately prepare your company to go to war.
Want to learn more about how to build a lead generation engine that is built around how B2B buyers buy? Check out this free guide.
The Executives' Guide to Building a Lead Generation Engine
Looking for ways for marketing to show ROI? This guide will help you build a lead generation engine that maps to your customers buying process and delivers maximum measurable ROI. Download our free The Executives' Guide to Building a Lead Generation Engine.