B2B marketing 2020: Five ways to generate more leads in an exceptional year
When it comes to B2B marketing trends in the crisis year of 2020, there is a consensus: Decision-makers must respond, and strategies and tools must be adapted. Now more than ever, marketing is an indispensable component of revenue generation. How can you respond effectively to this challenge, and what do you need to keep in mind? Sybit outlines five measures that can help right now.
The current complete cancellation of trade fairs weighs doubly heavily on B2B in particular. This is because it is not just demand that has temporarily fallen in the current economic crisis year. In addition, without the trade fairs, many high-quality prospective buyers for the predicted catch-up effects will simply not be found.
However, the biggest mistake now would be to cut back on marketing. After all, those who align their marketing strategy correctly can not only gain missing leads, but also sustainably improve their business success through important digitalization measures. So how should B2B companies react?
1. sales support marketing is now the tool of choice
Corresponding budgets should therefore flow fully into supporting sales through marketing. "However, you must never lose sight of branding," says Julia Bohn, Sales Marketing Manager at Sybit. "The target group must constantly have the feeling that they are being communicated with in a high-quality way. This is particularly helpful when the mood brightens up again, as it is at the moment."
2. marketing automation is the most effective tool for extensive lead generation
There are powerful tools that allow the collection of customer information and the automated distribution of campaigns. In this way, a large number of potential customers can be targeted in a short space of time. Appropriate technologies should be used now. Integration into existing systems is far less extensive than many assume.
3. the CRM often harbors forgotten treasures
Neglected, old or cold leads can now be precisely the people that marketing can address with new content and drive the score up again. In an optimal system, CRM and marketing tools work hand in hand.
4. purchasing processes are complex in B2B
Especially in the digital age, several specialist areas are involved in decisions. These different stakeholders should be addressed according to their specific interests, goals and problems. With the right tool and the right content, all senior executives from production, sales, IT and management can be convinced individually.
5. the mix makes the music
Content that is tailored to the respective buyer persona wins the decisive leads. Surveys, specialist articles, webinars and virtual conferences work best here. Various online activities should be used to promote the content: Email campaigns, search engine optimization (SEO), Google Ads (SEA) and social media.
Current surveys and studies on B2B trade show that decision-relevant processes will shift even more to digital - and not just since the (still relevant) trade fairs cannot take place. So those who invest in new marketing processes now will be more competitive in the long term.
The digital agency Sybit specializes in customer-centric solutions along the customer journey. On July 2, 2020, Sybit will hold the virtual expert forum "Marketing Excellence 2020", where experts and users will clarify the key issues surrounding customer-centric processes, marketing technologies, campaign management and marketing automation.
