6 Keys to B2B Marketing Success Today

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With fewer than 1/2 of all salespeople making quota (CSO Insights) and almost 8 out of 10 saying they don’t have enough high quality leads (MarketingSherpa), it’s painfully obvious that times have changed and companies need to adapt. How can more salespeople make quota, CMOs get more job security and shareholders prosper?

What should you do? In my quest to improve the world of B2B marketing using business to business lead generation, I distill it down to 6 things. Do these 6 and your business will prosper.

1. Simplify
   The data shows people only read 28% of the words on a website. Cut it down drastically. Less is more today.
   Check the home page at Find New Customers. Look how simple it is. Check out VisibleGains for another incredibly simple site.
   Use graphics like this Infographic from Content Marketing Today.
2. Entertain
   Do you ever go to a trade show and watch the attendees? They scan your booth and instantly size you up – barely even slowing as they walk past. They do that online too. You have seconds.
   So stop the boredom.  Make it fun.
   For examples, look at HubSpot and Kinaxis. HubSpot does a campy TV show every Friday afternoon and Kinaxis produced the hilarious SuiteMates series.
3. Educate
   David Meerman Scott says “No one cares about your products and services except you. “ David’s right. But most websites tell what we do and what services we provide. Instead, focus on buyer problems and answers. Teach them a better way to serve THEIR customers.
4. Serve
   Content is king, queen and prince today.  Not only do you need content, but you need to craft it in a story-telling, problem to solution format.  You need to offer it in many different media and in many different places and not just on your Resources page. In essence, you need the ability to deliver the right content at the right moment to the right person.  Avitage has a great explanation on their Content Strategy and Execution site.  Patiently serve buyers over time, by gently nurturing them.
5. Listen
   8 out of 10 buyer say they found the seller.  If buyers are talking, listening becomes critical. Twitter, Facebook, Linkedin, etc. are all places where you can listen and communicate.  You need to be there.  Look into social media listening platforms like Radian6 and Visible Technologies.
6. Share
   Give away great stuff.
   Make it easy.  No long registration forms.  Don’t be a jerk.

That’s it.  My 6 keys to B2B Marketing success today.

What do you think? Do you have others?

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. He presented “How to Build an Awesome Personal Brand” at the 140 Social Media Conference and appeared to discuss B2B lead generation on Sales Lead Management Radio. To learn more about Jeff, please click on Who is the Fearless Competitor?

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

What do you think? We love comments and people who share.

Jeff Ogden is President of Find New Customers “Lead Generation Made Simple” Check out the online show every Friday at 11am ET, “Laugh and Learn with the Fearless Competitor.” Find New Customers is a lead generation company in New York.

Find New Customers helps companies like yours (with 150 to 5,000 employees and complex products) deliver low cost lead generation developing and implementing marketing lead generation programs to improve the way you find and acquire high quality sales leads using best practices in b2b lead generation. Quality leads matter. In fact, a recent study found that sales teams with fewer, high quality sales leads closed more than sales teams with more leads of dubious quality.

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