{"id":127,"date":"2019-01-29T15:55:17","date_gmt":"2019-01-29T15:55:17","guid":{"rendered":"https:\/\/www.packeddata.com\/blog\/?p=127"},"modified":"2019-01-29T15:59:19","modified_gmt":"2019-01-29T15:59:19","slug":"how-digital-marketing-can-help-you-in-lead-generation","status":"publish","type":"post","link":"https:\/\/www.packeddata.com\/blog\/how-digital-marketing-can-help-you-in-lead-generation\/","title":{"rendered":"How Digital Marketing can help you in Lead Generation?"},"content":{"rendered":"\n<p>The changing consumer behavior is dictating new terms for the B2B  segment. Succeeding the B2C like \u00e2\u20ac\u02dcexperience\u00e2\u20ac\u2122 factor, digital marketing  is catching up as the new normal for B2B stores. There are several first-level challenges involved in B2B digital marketing. Before expecting any result, these challenges should be addressed. So here we  are with a list of challenges that any B2B digital marketing initiative  should address and ideas to overcome the hurdles. <\/p>\n\n\n\n<p>As much as the B2C industry, the B2B industry has also started  embracing digital marketing as a means to generate leads. B2B players  have long understood the need for building organic traffic, heightening  digital user engagement, creating a social media bonding and perfecting  every other aspect of digital marketing.<\/p>\n\n\n\n<p>In fact, Statista reports that at least 45% of B2B companies  have a formal marketing plan in place. At least half of the B2B  companies in the United States have earmarked digital marketing budgets  to increase their lead generation.<\/p>\n\n\n\n<p>However,digital marketing is no magic wand a quick wave of which will throw open the floodgates of leads<strong>. <\/strong>There  are several first-level challenges involved in digital marketing for  B2B that need to be addressed before results can be seen.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><strong><em>Challenges involved in B2B lead generation using Digital Marketing<\/em><\/strong><\/h1>\n\n\n\n<p>The major challenges involved are outlined as under:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Content production<\/em><\/strong><\/h2>\n\n\n\n<p>Content is the key asset which helps B2B enterprises drive \nleads using inbound marketing. But, content production being a \nrelatively new field (hardly a decade old), it can feel a little alien \nfor long-standing B2B enterprises. In fact, the various forms of content\n required and their purpose itself can feel like a difficult maze in the\n beginning.<\/p>\n\n\n\n<p>The content produced needs to have a strong message, a compelling  tone and it should also address the pain areas of the target audience  heads on. Such form of content production and its distribution across  online outlets is indeed the toughest challenge in B2B digital marketing.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Forecasting future trends<\/em><\/strong><\/h2>\n\n\n\n<p>Five years ago, keyword stuffing was a way of living for \nSEO professionals. Today in 2018, voice search pegs over and above all \nother forms of search. The rapid pace at which Internet grows has made \nit difficult for marketers to forecast how things will be in the near \nfuture.<\/p>\n\n\n\n<p>Drawing long-term plans for five years is no longer possible. The \nbest bet that B2B marketers can make it to devise strategies with a \nlong-term vision that will help them achieve short-term goals.<\/p>\n\n\n\n<p>For example, securing top SERPs in a specific region for a given keyword with definite search volume.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Measuring conversions &amp; lead scoring<\/em><\/strong><\/h2>\n\n\n\n<p>In eCommerce, conversions mean a successful sale that the \ncustomer paid for. But, in digital marketing, across B2B as well as B2C,\n conversion means something else. In fact, they mean a lot of things, \nlike:<\/p>\n\n\n\n<p>-A Call-to-action clicked and contact form submitted <\/p>\n\n\n\n<p>-Download of gated content like eBook, White paper, Case study, brochure, etc. <\/p>\n\n\n\n<p>-Visit a campaign page routed through a text\/display\/sponsored ad <\/p>\n\n\n\n<p>-Question submissions in community or Knowledge Base <\/p>\n\n\n\n<p>Each of these preliminary actions has a different weightage of being  resulting in a business deal. Sometimes, the lead achieved in different  ways may have to be scored for their possibility of turning into a lead.  Accurate lead scoring and nurturing them for long-term deals is indeed a  challenge in B2B digital marketing.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Integrating marketing automation tools<\/em><\/strong><\/h2>\n\n\n\n<p>Blogging. SEO. SEM. Social media. Email marketing. The \nworld of inbound marketing is as vast as you can imagine. Bringing all \nthe tools under one roof and taking the best out of them is a swim \nagainst the tide. Hence, the need for marketing automation.<\/p>\n\n\n\n<p>There are several marketing automation tools like <a href=\"https:\/\/www.hubspot.com\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"HubSpot (opens in a new tab)\">HubSpot<\/a>  available today that help orchestrates the entire digital marketing  activity from a single dashboard. But, using them for B2B digital  marketing is a different story. B2B enterprises rely on an entirely  different suite of tools for CRM, Content Management, database  management, accounting and so on. Integrating all of these tools with  marketing automation tools or vice versa often ends up in a grinding  halt.<\/p>\n\n\n\n<p>Data compatibility issues, rogue data, inconsistent data capture, \netc. are to be blamed for the difficulty in integration. A possible \nsolution is to cleanse the data before it can be integrated with \ndisparate systems.<\/p>\n\n\n\n<p>As much as the challenges involved, there are also several channels  that help negate the challenges involved in acquiring B2B leads using  Digital Marketing.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Channels that help negate the challenges<\/em><\/strong><\/h2>\n\n\n\n<p>Just like in traditional marketing, the secret to B2B lead \ngeneration is being in the right place at the right time and in front of\n the right kind of people. Digital marketing offers several avenues to \ndo that and in a very specific way.<\/p>\n\n\n\n<p>Here are some channels that help negate the challenges in B2B digital marketing.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Email marketing<\/em><\/strong><\/h2>\n\n\n\n<p>Meeting customers in their inboxes is still the best way to  get more leads. Email marketing that sends periodical emails to <a href=\"https:\/\/www.packeddata.com\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"subscriber lists, third-party lists (opens in a new tab)\">subscriber lists, third-party lists<\/a> or first contacts is sure to help in  nurturing leads for long-term conversions.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Social media<\/em><\/strong><\/h2>\n\n\n\n<p>LinkedIn, Facebook, Twitter rein as ideal platforms for B2B  marketers to create an online splash. These platforms help accelerate  the online presence as well as the gain visibility amid audience who  have associated interests, like eCommerce, conversion rate optimization,  eCommerce Content Management Systems, digital commerce, etc.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Thought Leadership<\/em><\/strong><\/h2>\n\n\n\n<p>B2B buying decisions are usually taken with serious  participation from C-level execs. The best way to get the attention of  C-level execs is through Thought Leadership in topics of their interest.  Blogs, white papers, case studies, and similar gated content can help  win the attention of customers as well as turn them into interested  leads.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Webinars<\/em><\/strong><\/h2>\n\n\n\n<p>According to Digital Doughnut\u00e2\u20ac\u2122s State of B2B Lead  Generation Report, 59% of respondents agree that webinars are quite  effective in lead generation. Webinars are largely created in-house  which gives them the credibility and authenticity which is much needed  in B2B marketing. Also, webinars can attract a real-time audience who  can be later targeted with personalized emails and adverts. Similarly,  the on-demand streaming of the webinar video can also be used as gated  content for the lead on a later date.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The changing consumer behavior is dictating new terms for the B2B segment. Succeeding the B2C like \u00e2\u20ac\u02dcexperience\u00e2\u20ac\u2122 factor, digital marketing is catching up as the new normal for B2B stores. There are several first-level challenges involved in B2B digital marketing. Before expecting any result, these challenges should be addressed. So here we are with a [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":128,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[13,12,8,7],"class_list":["post-127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-digitalmarketing","tag-emailmarketing","tag-marketing","tag-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Digital Marketing can help you in Lead Generation? - Marketing Intelligence Blog - Packed Data Services<\/title>\n<meta name=\"description\" content=\"There are several first-level challenges involved in B2B digital marketing. 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