No so long ago, B2B Technology Marketing Group published the 2015 B2B Lead Generation Report that highlights the challenges faced by, optimal practices and pivotal trends for B2B marketing professionals. The findings of this year’s report are quite surprising. From now onwards, B2B marketers should apparently prioritize increasing the quality and volume of their leads. Apparently, the biggest challenge of B2B marketing professionals is to ensure that the leads they generate are high quality leads. Moreover, one of the reasons many marketing professionals have not been able to succeed at B2B lead generation is because they do not have enough resources, including funding, staff and time.
Findings from the report have led to some notable and unanticipated conclusions, such as:
B2B marketing professionals value quality over cost. For 2016, the number one priority for a majority of B2B marketing professionals is to increase the quality of their leads, while only a small percentage of them wish to reduce the cost of generating each lead. In 2016, vendors will be more focused on generating leads that have a considerable win potential, even if it costs them more.
Another leading and major challenge for B2B marketing professionals is to convert leads into customers. As a result of which marketing has become more about sales than public relations, and marketing is actually all about sales when it comes to commodity-type products that are frequently purchased and have a low value.
Yet another very challenging task for B2B marketing professionals is to generate awareness buzz and public relations. It is not certain whether this is because marketers do not appreciate the role of brand buzz or because they simply do not consider this as a challenge.
Currently, the lead generation efforts of most B2B marketing professionals are not as effective as they should be. It is ironic that lead generation has still not become easier despite the rapid increase in new channels and tools for reaching prospective buyers. In fact, marketers are finding it even more difficult to project their brand messages and make them stand out.
Based on ratings, conferences and trade shows will continue to remain the most effective venues for generating leads. Live events are being used by a majority of B2B marketing professionals and they claim that these events are very effective for generating leads. Although mobile marketing is apparently no longer in use by a majority of B2B marketers, but a very small percentage of them believe that it is a highly effective tactic.
SEO is misconstrued and misinterpreted, but it still remains to be SEO. For a majority of B2B marketing professionals, the company website and/or SEO are regarded as an effective method of generating leads. When it comes to increasing the overall web presence of a brand, efforts like blogging, content syndication, PR and/or social media happen to be quite crucial. However, at least half of B2B marketers claim that these are not as effective as SEO. Of course, the search engine rankings of a company the traffic driven to their website depend on their overall web presence.
It is quite common for B2B marketing professionals to plan their marketing expenses and project sales for the upcoming quarters around this time of the year. Hopefully, the above B2B lead generation trends clarifies things for them a bit.