Even if you have attended many B2B marketing events and know that acquiring potential customers leads to sales, you may be wondering how to acquire potential customers in the first place.
This article is aimed at those of you who are wondering, and will cover everything from what lead generation is to methods commonly used in B2B marketing, to key points to consider when working together between the marketing and sales departments.
What is Lead Generation?
To explain what lead acquisition is in B2B marketing, we will first outline the differences in acquisition methods between potential leads and leads.
If you are a potential customer, the first thing you should think about is creating content for "non-named searches." On the other hand, if you are a prospective customer, you turkmenistan b2b leads will need to create content that combines " named and non-named searches."
In other words, in order to understand the difference between potential leads and lead acquisition methods, it is important to understand "non-named search" and " named search ."
If you are trying to attract new users to your website, it is natural to assume that they will not know your company or service name since they have never used your service before.
Therefore, it is more common for visitors to come from "non -named searches " where they search for keywords that will solve their problems, rather than "named searches" where they specifically search for your company's products.
Let's take the example of a B2B SaaS company that offers business chat .
Let's say that during the COVID-19 pandemic in 2020, users were suddenly ordered to work remotely and were worried about not being able to communicate well remotely. It is rare for such users to suddenly search for "business chat" or look for information in the media or on social media.
First, you will likely search for information using problem-based words such as "remote work communication solution." When doing so, you type "remote work communication solution" into the search engine window, which is a so-called "non-named search." At this point, you are still a potential customer.
Then, users who read the blog articles and other content that appear in the search results learn that "business chat" is a way to solve communication problems.
If you can mention the advantages of your product in the article, potential customers will want to know more, so they will view case studies and download related materials, turning them into actual customers.
The process of how business chat changes from "non-named search" to "named search"
In other words, providing content that focuses on issues that solve problems and increasing the number of users who visit your site through non-named searches or searches for similar information will lead to acquiring potential customers.
And for users who want to know more, it’s important to provide appropriate content, such as case studies or downloadable content.
In order to increase the number of potential customers, you first need to approach potential customers by providing content that solves their problems on topics related to your company's products .
BtoB marketing methods that can be used to acquire potential customers
So, what kind of approach should you take to acquire potential customers? Here, we will introduce seven main methods of BtoB marketing.
Depending on the product, the following marketing techniques may not work, so please use them as general reference only.
Search Ads
Search-based advertising is a system in which ads are displayed based on the keywords that users search for on Google or Yahoo!, as shown below.
Advertisements that appear at the top of the search results when you search for "BtoB marketing"
(The top ad displayed when searching for "BtoB marketing")
Basically, you will make the following settings to display ads.
Determine the average amount of advertising money you will spend per day
Select the keywords you want to advertise
Determine the bid for each keyword
Decide on the ad copy you want to deliver to your keywords
After the ad is reviewed, it will be displayed in conjunction with the search results of the search engine. Because the ad is linked to the search results, users are actively choosing what information to include. In other words, since they are searching for keywords that interest them, you will be able to approach users with clear needs.
Furthermore, by installing a tag for measuring effectiveness on a website, it is also possible to measure whether a user makes a purchase or applies for an ad after clicking on it. Marketing tools such as MA allow you to issue unique tracking parameters, making it possible to perform consistent tracking on your own company's tools.