Outsourced lead generation achieves 43% better results than in-house – Marketing Sherpa
B2B marketing has always been a complex and fast-moving industry. As a marketing agency director and member of the IDM Business-to-Business Marketing Council, with 15 years’ experience on both client and agency-side, Kirsty Dawe gives us her take on the biggest challenges facing marketers today.
There will be a 13% increase in demand for graphic designers by 2020 – Be-A-Careers
The final of the 2014 FIFA World Cup is only days away and the entire planet is waiting with baited breath to see who wins. What will the final score be? Who will the goal scorer(s) be? You see, it’s all about that score.
In B2B marketing, visual content is arguably the most effective way to engage with prospects. According to MDG Advertising, articles that contain images result in 94% more total views than those without. As a visual piece of content that turns otherwise complex or dull topics into easy to absorb and engaging information, infographics are just one great tool B2B marketers can use to make content marketing more appealing for prospects. That is, of course, when they are done well.
What is an effective infographic?
There is a vicious rumour being spread, that outbound marketing for lead generation is no longer effective. Tactics such as emails to purchased data lists and the traditional channels such as direct mail and telemarketing have been given quite a hard time. There seems to be a common theme in the advent of new marketing disciplines, that the old methods are now redundant. But is it a case of one or the other? Is it inbound versus outbound? Actually, no. It is the integration of strategic outbound and inbound marketing techniques that will prove most successful for B2B lead generation. B2B marketers that can successfully achieve this will reap the benefits.
According to SiriusDecisions (among other sources), the sales cycle has become 22% longer over the past five years. An upshot of this is that in order to stay at the forefront of a prospect’s mind until they are ready to buy, you need to nurture them with multiple touches via multiple channels over a longer period. Each time you make contact with a lead you need to show thought leadership, empathy and a potential solution to their pain points.
The role of the B2B salesperson has dramatically changed. Since the beginning of time, outbound and push selling meant the salesperson was the automatic go-to source for information. It was simple, a prospect had a problem they weren’t sure how to solve and the salesperson offered a solution. But this is no longer the case. Inbound marketing now has a large part to play as a means of communicating with prospects in the B2B world and it is digital content (such as ebooks, blogs and whitepapers) that inform and address their problems. The buying process is drastically changing and according to SiriusDecisions ‘67% of the buyer’s journey is now done digitally’. The role of sales is being pushed gradually further towards the bottom of the sales funnel, and as B2B marketers learn to measure the ROI of their activities more effectively, I wonder… is the B2B sales team on the road to becoming redundant?
‘Nearly one-half (46%) of decision-makers say they now maintain a proﬁle on a social networking site and visit those sites at least once a month for business purposes’ - Forrester survey of business technology buyers.
“79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance” - MarketingSherpa