The world of B2B is as dynamic as B2C and sales processes are consistently evolving, from new things to try out to different variations of tested marketing and lead generation strategies.
Today we take a quick look at B2B lead generation trends in Australia in the run-up to 2020 and how we can take advantage of these trends for optimal growth!
ABM
Account-based marketing is still (and will remain) to be one of the most powerful ways of connecting with your prospects in B2B sales. Its core value is proper market segmentation, and its results have been promising in numerous industries.
What everyone loves about ABM is that it is a testament to the power of creating personalized campaigns to engage different buyer personas within a market. Its premise is simple, segment your market, create personalized campaigns, and treat those segments as markets within themselves.
Content… That Engages
Content is still definitely king in 2019, and it will remain to be king in 2020 and the years to come. However, the rules are changing.
Businesses are now concentrating on content that actually brings forth engagement from their customers – it seems as if they got a lesson from B2C – since it is a more effective way of getting personal with potential prospects.
This statement does not mean that we should start saying goodbye to whitepapers and case studies, but it’s time that we turn the content that we release into more visual pieces that can be appreciated by anyone at a glance. Infographics are great, but it shouldn’t just stop there, create content that is worth spending time with, and that doesn’t just aim to convert.
The Use of Influencers in B2B Campaigns
We won’t be seeing famous reality show stars as the faces of new B2B products, but what we will be seeing are industry-specific leaders. They will help pave the way for B2B companies to sell their products and be more relevant.
A lot of industry leaders carry weight with their opinions and the way that they do things – just like in a B2C market – and B2B companies have realized that these influencers’ opinions carry a lot of weight.
Being able to leverage that weight will mean that a B2B company can take advantage of an influencer’s following and translate that into exposure for their company. There are a lot of medium-scale influencers that can go for event marketing slots, sponsorships, and even content creation.
It is exciting to think of how these influencers will revolutionize B2B marketing as a whole.
Personalized Content
The reason personalized content works is that it makes the end user feel as if they are consequential and unique to the company. Almost nobody likes to receive generic replies or email newsletters, your prospects can feel the disconnect, and it is impersonal.
It doesn’t matter where you use personalization. You can use it in your email outreach and lead nurturing campaign, the content that you deliver, and in any form that you can think of. Being able to personalize is the way into the future.
Remember.
Everyone deserves to feel special.
LinkedIn Will Play a Major Role
LinkedIn is sort of like the B2B playground social media playground, and it’s undoubtedly influencing digital marketing in the business world. We all expect LinkedIn to be the more serious social network compared to Instagram and Facebook. As such, it has remained to be the network of choice when communicating business with businesspeople.
Being able to leverage LinkedIn is going to be vital as you release content for your B2B prospects. A lot of people are now taking advantage of the video features of LinkedIn, and it is now an absolute must that you release something in video form.
Bonus: AR and VR
We have had some significant AR and VR capabilities for quite some time now, but we are still in the infancy stage of being able to utilize them to their full capabilities. Augmented and virtual reality will be able to play a role in the way we deliver content to our prospects. For example, you can create a virtual tour around a factory for your prospects to view without them leaving the comfort of their office.
Harnessing this technology for content creation automatically makes your content engaging, and it is up to your creative team to come up with a strategy to back this up to its fullest.
As you can see, there are a lot of key takeaways that you could be doing differently in the Aussie market. All it takes is just a little innovation mixed with some creativity. Always try to push the boundaries further whether it’s strategizing your pipelines or maxing out your appointment setting strategy, there’s always room for growth this coming year!
