In B2B Lead Generation, Does Experience Really Matter?

Within the B2B landscape, marketers confront a universe of questions that have to be answered. Perhaps, the most compelling of these questions is: What is the formula to an effective B2B lead generation?

Above anything, businesses desire to attain the best results in terms of generating B2B sales leads, given that these are the main drivers of revenue generation. Hence, it is imperative for businesses to define and increase the value of their marketing and sales processes, knowing that these in turn will produce intended goals. But is there any certainty to it all?

Still, we cannot do away with certain factors that impact lead generation and appointment setting (e.g. customer preference, market trends, and SEO). Experienced marketers know better than to overlook these key points in their lead management. But can experience lead to a better understanding of market behavior?

Indeed, when we talk about creating an effective marketing plan, we are compelled to study past actions and campaigns, answering another set of questions here and there. Often, experience can tell us a lot about leveraging existing technologies for optimum sales results. The following is also needed for an enhanced experience in customer engagement.

Outside marketing.

Indeed, in this era of social media dominance, people in the B2B marketing industry will judge you based on the techniques you use. And telling them you still use traditional outdoor advertising is akin to joking. But there’s nothing really funny here. Outside marketing still has a lot in store for marketers. And with studies that show their consistent effectiveness in terms of customer interaction, events like tradeshows and exhibits still merit attention.

Landing page optimization.

In the area of landing page optimization, experience is secondary to luck – or so some marketers think. Calculating convertible web traffic is no doubt difficult, but the brunt of the work can be mitigated once you master the metrics to track.

Lead nurturing infrastructure.

Nurturing BB sales leads can be streamlined through a combination of multi-channel touch points through which you can communicate your brand messages. Thus, it is imperative to improve one’s lead nurturing infrastructure through the use of lead capturing devices. After, the volume of sales leads is nothing compared to efficient methods in maintaining customer interest.

Even without the needed experience, marketers working for startup companies can still drive sales goals. Often, partnering up with a B2B firm can be considered in giving one’s lead generation and appointment setting a good start.