Is Your B2B Marketing Plan Attracting the Wrong New Leads?

Are you getting leads only to realize (after investing time and money) they’re not exactly what you’re looking for? This is an all too common issue that arises from not having the right plan.

Ask your team these five questions to evaluate your plan and tighten the alignment between your sales and marketing teams.

Do you have a clear vision of where you want to go as a company in terms of sales?

Often, companies just go with the tide instead of creating their own momentum. Corral your team and decide what type of sales you want to achieve, how many leads you’ll need to get there and in what markets you want to sell. Only then can you start to build the lead generation plan to get you there. Start with your elevator pitch. If you had two minutes to describe what you do and where you’re heading, what would you say?

Do you really know who your potential customers are?

Frequently, companies look to who they’ve always done business with. It’s also important to define who you want to do business with in the future. Once you figure out who those potential customers are, do research on the actual people you need to reach with your message. Find out who they are, where they get their information and how you can engage them with your marketing efforts.

Do you know how to solve their problems?

Speaking their language is key. Busy engineers and supply chain managers are researching online long before they actually contact a potential supplier. Compelling them to take a second look at your company means sharing your knowledge. While that might be difficult for many companies that typically guard information, it’s an essential part of content marketing.

Do you have an online presence?

Your website need not be fancy, but it does need to have enough information to keep a visitor interested. To find new leads, your online presence must direct users to your website. Blogging, social media posts, good SEO and even online ads can generate interest in your brand and set your company up as a thought leader. Consider disruptive techniques like email newsletters or engaging an outbound lead generation firm to further your efforts. Consider how you get your information and adapt to reach your target audience.

Do you have a content plan to address the needs of your target market?

Have your finger on the pulse of your target industries and capitalize on topics that are relevant to them, particularly if there’s a lot of buzz about an issue or problem. Timing is critical to success and being a subject matter expert at the right time and the right place will generate interest in your company. It will also boost your SEO in the process. Create a schedule and get writing, but be willing to react quickly should an opportunity arise.

Gone are the days of handshakes and business dinners to seal the deal. Companies need to grow to stay viable. Consider leveraging technology to help facilitate these changes and measure what works and what doesn’t. Before long, with a concerted effort and a solid plan, your marketing will deliver quality leads.