10+ Ways to Improve B2B Sales Prospecting: Tested & Proven

B2B Sales Prospecting requires dedication and consistency regardless of how the sales department is set up internally. Whether your sales team is responsible for the entire pipeline or the sales development team is assigned to fill the sales teams, there are some tested and proven ways to improve sales prospecting.

man on telephone in front of a screen reading sales
Image from Freepik by rawpixel.com

Typically, a sales process consists of 5-7 steps, and prospecting is the first among them. Yet, this step is left out due to mediocre research and average concentration.

In this article, we will guide you through 10+ ways to improve B2B sales prospecting along with shading light on some basic relevant questions.

Table of Contents

TL;DR

What Is B2B Sales Prospecting?

A prospect is someone who has been identified as a possible customer based on a company's criteria. A prospect does not have to express an interest in purchasing from a company; they only need to meet certain criteria.

So, what is the definition of sales prospecting?

Sales prospecting is a set of activities aimed at generating new business prospects by discovering and cultivating potential clients. Sales teams oversee the entire process. B2B sales prospecting is the process of discovering potential clients and convert them into customers.

There are many stages of closing a deal like qualifying the leads, initiating discussions, and nurturing connections to move prospects through the sales pipeline. Prospecting opens the gate for all other stages and keeps potential customers ready to push through the sales pipeline.

Is Sales prospecting the same as lead generation?

A top-of-the-funnel contact (individual or business) who has shown potential interest in your company's product or service is referred to as a sales lead.

Although the two terms, Sales Prospecting and Lead generation, are often used interchangeably, they are not the same.

To claim that leads and prospects are interchangeable is like stating that a delicious cheeseburger and a vegetarian burger are the same.

Yes, they're both "burgers" made to satisfy your hunger.

When you take a bite, though, you'll notice the difference. A vegetarian burger is tasty, but nothing beats a juicy cheeseburger.

A similar idea may be used for leads and prospects.

Prospects and leads are both parts of the sales process and have expressed various levels of interest in a product or service. While a lead shows interest by providing information in exchange for gated content, a prospect has to meet a set of predetermined criteria.

Lead generation is typically a marketing function. It's the initial stage in the sales process, as well as a long-term plan for growing your sales funnel.

Importance Of B2B Sales Prospecting

B2B prospecting is crucial to any company's growth. Your sales operations are the heart of your company, and B2B sales prospecting ensures the good health of your company. Here’s why you should be prioritizing B2B sales prospecting.

Fills the Funnel Consistently

B2B prospecting offers high-quality leads to fill your sales funnel. Prospective customers are constantly looking for services and products, which means you'll be able to locate them without even trying!

More Effective Outreach

For optimum efficacy, B2B prospecting ensures that your communications are delivered at the correct time, to the right prospects, and through the proper channel.

Quicker Qualification

B2B prospecting allows you to quickly weed out leads who aren't interested in your products or services.

Shortens the Sales Cycle

Effective B2B prospecting shortens the sales cycle, making it more productive. It also leads to a higher number of closed deals.

Higher Lead Quality

B2B prospecting is a method of bringing high-quality leads to sales. Your conversion rate will improve as a result of this.

How To Improve B2B Sales Prospecting

Prospecting is an important aspect of a salesperson's job. According to HubSpot's 2021 Sales Enablement Report, sales prospecting is the most challenging part of the sales process for 40% of salespeople. To help you out, we have highlighted some effective strategies.

1. Generate Ideal Customer Profile

How does your dream customer look like? If you do not know who you want to attract, you are going nowhere.

When salesmen are unable to clinch a deal, they frequently contact the wrong person. To avoid this, every B2B sales process should start with thorough research on the possible pool of prospects.

You also need to define criteria for ICP and buyer personas, such as their job title, industry, company revenue, business goals, key difficulties, hobbies, and so on.

The firmographic data of the targets, such as their company size, employee count, or yearly turnover should also be included in a B2B customer profile.

2. Use Account-Based Marketing to your advantage

Account-based marketing is a targeted strategy to B2B marketing in which marketing and sales teams collaborate to identify and convert best-fit accounts into customers.

Marketers are always battling for the attention of potential clients in this age of information abundance. As a result, businesses that wish to maximize their return on investment (ROI) should concentrate on high-value accounts, taking into account penetration, marketing penetration, and branding into account.

In an ITSMA survey, 87 percent of B2B marketers said their ABM activities outperformed their other marketing investments in terms of ROI.

Account-based marketing works in the same way that sales do, putting marketing and sales teams on the same page in terms of accounts and how to target, bring them to the table, and close the transaction.

The inefficiencies of producing leads that aren't in the proper accounts or don't satisfy your ICP cause a lot of frustration among sales and marketing teams. Studies show that ABM reduces sales time spent on unproductive prospecting by 50 percent.

3. Leverage Social Selling on multiple channels

Now let's move on to the most recent prospecting craze: social selling. Is it just a whim or something you should start doing right away? According to Forbes, 78% of Salespeople using Social Media outsell their peers.

What if, out of 100 prospects, 30% would only respond to an email, 30% would respond to a phone call, 30% would respond on LinkedIn, 5% would only respond on another social media platform, and 5% would never respond?

What would you do if you want as many responses as possible? That's right, give them all a shot!

For B2B, LinkedIn is the hotbed of prospects as it is the most widely used social networking platform for professionals. If you use LinkedIn Sales Navigator and Social Selling Index together, you can unlock all sorts of insights about your prospecting performance and potential improvements.

4. Develop a strong email marketing strategy

Email marketing creates $44 for every $1 invested, a 4400 % return on investment, making it one of the most effective ways to contact prospects. Emails are an excellent method to keep existing clients informed about new products and improvements in your company (increasing customer retention).

They also encourage new prospects to purchase what you are offering them. When utilizing this channel, make sure your email does not end up in the spam folder, as this has a negative impact on B2B sales conversions.

To improve your sales prospecting through email research about the prospects’ business and roles. Find a reason to connect, that is a problem your prospect is facing, and how you can solve it. This will help you to personalize a pitch that resonates with your prospects.

5. Be the Maestro of cold calling

Despite the common assumption that cold calling is dead, it is still one of the most effective ways to convert leads when done correctly. In fact, 57% of B2B C-level and VP-level customers prefer to be engaged via this channel.

So, what makes cold calling so effective?

The major reason is that people are social beings, and cold calling is the sole route that allows the salesman and the prospect to have a personalized real-time human connection. Your B2B sales will skyrocket if you understand how to engage your prospects in a discussion during a cold call.

The best way is to provide value and ask for nothing in return. Instead of scheduling a follow-up meeting, you might offer to do an audit on their social media presence and get back to them within a week with your findings.

6. Draw a balance between quantity and quality

Always seek high-quality leads who are likely to buy your product, but keep in mind that the quantity of fresh leads is also crucial. Don't spend too much time on any one prospect in the early phases of your pipeline because you can warm them up later in your follow-up cycles.

You can use automation tools to accelerate the prospecting process. But sometimes these tools involve risks of ruining your inside sales effort. While technologies like auto email sender and pre-recorded voicemails might help you achieve a greater quantity, they can also overlook the importance of personalization in sales.

We advise using tools like OutReachBin that can offer greater personalization in your outreach rather than relying just on automation to draw a balance.

7. Ask questions to prequalify the leads

In a typical B2B company, 50% of the potential clients that meet your ICP may still be a poor fit for whatever you offer. This implies there's a good possibility you'll contact the wrong individual.

Prequalify every lead after the initial contact by asking a few easy questions to reduce the number of unqualified leads moving further down the sales pipeline:

what buyers want to talk in sales call chart
Source: HubSpot

You can ask more questions following the NOTE method, introduced by Sean Burke, the former CEO of KiteDesk before you get started:

8. Demonstrate your business using video

There are a variety of reasons why videos have become so important in the B2B sales process: they are interesting and amusing, offer a high return on investment, clients prefer viewing videos to reading about products, and they enhance the probability of closing a sale by 1.8 times.

This does not imply that you must create a YouTube channel or a TikTok account right now.

Consider sending personalized videos to your prospects' emails, or include some short video material in your blog. If you're ready to share some of your business knowledge with people, you might even want to launch a webinar course.

9. Ask for referrals

People influence people. Nothing influences people more than a recommendation from a trusted friend.

“A trusted referral is the holy grail of advertising” – Mark Zuckerberg.

Referral marketing helps you to expand your reach by taking the help of your clients as brand ambassadors.

While some places and situations are just off-limits to traditional advertising, your customer's ability to tell a friend or coworker about a wonderful product or company has practically no bounds. Customer recommendations will also enable you to grow your client base because many people have a diverse network of contacts.

By using B2B referral marketing, 87% of sales marketing efforts are successful, whereas just 42% of sales marketing efforts are successful without it.

10. Don't forget to follow up

If you get a positive response to your pitch on your first try, you're either incredibly lucky – or very skilled at your profession. However, in the vast majority of situations, you will receive no answer at all. This should never be a reason to abandon your outreach efforts.

Follow up with an email, contact them again, and make sure you are completely prepared for your next talk when they are ready to make their next move for excellent B2B sales prospecting.

Develop a follow-up plan that works best for your company, and utilize follow-up templates to make your approach more consistent and to provide better results.

follow-up email template
Template from Dhruv Patel at SalesHandy

11. Invest in the right automation tools

Sales representatives have a difficult and time-consuming job. Worse still, not all clients who express an interest in purchasing will do so, either because they are not fully prepared and are waiting for the right moment, or because they are seeking cheaper alternatives.

You'd be always on the lookout for a way that would save you all that time and effort. This is where sales prospecting software with sales automation comes in handy. In certain ways, it improves the effectiveness and impact of the sales cycle.

For example, OneMoreLead allows you to add criteria that your target prospects must meet at data entry points, and it will provide a list of those prospects together with all of their verified information.

Final Word

Certainly, B2B sales prospecting is difficult but with definite strategies and tools, you can make it easier for the team. OneMoreLead is the right option for you if you're searching for a single place for your sales teams to prospect, develop lists, and qualify leads.

OneMoreLead offers access to a database of over 40 million verified B2B prospects, allowing you to quickly discover the ideal customer for your product or service.

What are you waiting for? Sign up on OneMoreLead today!

Everything You Need to Know About B2B Marketing: A Complete Guide

B2B marketing strategies have been based on the same core concepts as consumer marketing for decades. However, during the last 20 years, B2B marketing has evolved into its own discipline, with its own set of tactics, methods, and success indicators.

marketing strategy written on a grey background
Photo by Eva Elijas from Pexels

There are two basic business models and are Business-to-consumers (B2C) and business-to-business (B2B). The B2C approach seems quite familiar to us because we engage in this process as a consumer on a day-to-day business.

To streamline business processes, B2B allows retailers to make high-value transactions to a smaller group of customers.

It’s important to assess the strengths, limitations of B2B marketing strategies, and their compatibility with your business goals before you start.

To guide you in making an informed choice, this article explains how B2B marketing works, the function of B2B marketers, B2B marketing channels and strategies along with the best practices to develop your own B2B marketing strategy.

Table of Contents

TL; DR

What Is B2B marketing?

Business-to-business marketing, as the name implies, is the selling of products or services to other businesses and organizations. It differs from B2C marketing, which is focused on customers, in numerous ways.

Let’s say you are a farmer who grows cantaloupe. This year’s crop has been harvested, and you have 1,000 cantaloupes to sell. Now you must determine which route you will follow B2B or B2C.

If you choose the B2B route, you'll need to find a store that will buy your cantaloupes in bulk. This might be a supermarket, a restaurant, or a farmer in need of more cantaloupes. You'll sell them wholesale at a discount to another party, who will subsequently offer them to customers in some way.

And if you choose the B2C model, you would instead set up a farm stand where you would sell cantaloupes directly to customers.

So which one is better?

The answer to this is neither the B2B nor the B2C business models are intrinsically superior - each has its own set of advantages and disadvantages. The majority of businesses are better suited to one of the two models. Your goals, infrastructure, and industry decide which model is ideal for your business.

Differences between B2C and B2B Business Models

A business-to-business (B2B) company sells its products and services to other businesses. The business will either utilize the items in its operations or resell them to the end-user. B2B eCommerce platforms such as Alibaba and Thomasnet are two of the most well-known examples.

The differences between B2B and B2C aren’t always obvious. Sometimes, B2B eCommerce stores may sell to consumers.

For example, Amazon is both a business-to-business (B2B) and business-to-consumer (B2C) company. Of course, it is particularly known for its B2C capabilities. But, because of the wide range of items accessible on Amazon, a growing number of small companies are turning to the site for supplies.

We’ll try to highlight the key differences between B2B and B2C in short.

Buyer’s Purchase Intent

Consumers in the B2C sector frequently make purchase decisions based on their emotions. They may be influenced by advertising, may find discounts lucrative, or may even be looking for a way to relieve frustration.

B2B customers are considerably more planned and data-driven. As a result, B2B marketing is far more informative, whereas B2C marketing is far more fun.

Decision-Making Process

The B2C audience is often made up of an individual or a couple. Your marketing efforts can appeal directly to that person who can decide whether or not to buy from you with relative ease.

Depending on the pricing of your product or service, you may only require one or two client interactions to persuade them to purchase it.

B2B, on the other hand, is more difficult to understand. Rather than speaking to a single person, you appeal to a group of individuals. Impulsive purchases are rare in a rigid company structure.

The high-value B2B transactions are based on their return on investment (ROI), the urgency to make the purchase, evaluation of the solutions, and a set of rules.

Conversion Time

B2B buyers are more deliberate and well-informed about their purchases. This is due to the fact that their purchases are in considerably bigger quantities, and their purchases have a significant impact on their own business. B2C customers are more likely to convert fast and are typically unaware of product variations.

What B2B Marketers Do

Based on their industry expertise, market knowledge, and relationships with prospects and clients, B2B marketers assist in the development of new product concepts.

Market Research

Prior to developing a new product or feature, there are basic concerns of identifying the problems clients are facing and the requirements market has. B2B marketers conduct this research to find out potential customers and competitors in the market.

Set Up Market Position

Following the development of a product or feature, its market placement must be determined. Another function of B2B marketers is to translate product features into client advantages and to find a targeted audience.

Reach The Audience

B2b marketers have to reach all potential customers, inform them about the product or service, and convince them of its benefits. They also need to analyze the output to have details of the sales funnel.

How Do You Develop A B2B Marketing Strategy?

Start With Market Segmentation

A study of B2B international reveals after experimenting with 2000 B2B companies, that B2B markets typically have far fewer behavioral or needs-based segments in comparison with consumer markets.

While a B2C market might have 10-12 or more segments, the average B2B market has only three or four. The major reason for the fewer segments is that the behavior or demands of a professional audience deviate less from those of a (less rational) consumer audience.

The fact the B2b markets have proportionately fewer segments makes the job of the B2B marketers reduced to essentials. Nonetheless, knowing which consumers fit into which segments and how to appeal to each of these groups is a difficult skill to master.

B2B market segmentation focuses on finding prospects who fit your target customer profile. For extremely impactful segmentation, one needs to understand the types of B2B prospecting.

Build Effective Lead Generation Campaigns

Lead generation, or the process of discovering and developing new potential consumers, is a top priority for businesses and marketers, but it's becoming more difficult. According to Hubspot research, getting traffic and leads is the biggest challenge for 61 percent of marketers.

top marketing challenges chart
Source: Hubspot

So, where do you start from in building effective lead generation campaigns?

Often marketers start with paid campaigns and hard to achieve content marketing goals. One of the main reasons behind not being able to meet content marketing goals is they ignore the landing pages.

Landing pages are not only a means of collecting information. Landing pages may be used as a springboard to guide users further into your site and to more valuable information. With marketing automation technologies at your disposal, you can design landing pages, forms, content, and calls-to-action that are geared for that goal: keeping people engaged on your site after they've already converted.

Start with your value proposition, create points of engagement, limit scrolling, use strong calls-to-action, and attach social proof, leverage images, and video. Using landing page videos can boost conversions by 86%.

Keep your CTA’s short and obvious, convey value, and indicate urgency through them.

The most important thing is to continuously test the elements mentioned above and optimize each of them for greater success. Former US President Barack Obama used A/B testing to raise an additional $60 million.

Qualify Leads

Sorting through incoming leads may be an extremely time-consuming procedure for the marketing department. Passing on the improper leads to sales wastes your sales representatives' time and strains the connection between sales and marketing.

Blended lead scoring and grading is a solution to the lead quality conflicts that frequently align these two teams with reality. According to a recent report of APSIS, 80% of marketers use automation software to drive leads as much as 451% and convert more leads than those that don’t use automation.

Automated lead scoring and grading may remove the guesswork out of lead qualifying and assignment, speeding up your sales cycle and ensuring that your leads are better qualified and nurtured before they reach the sales department.

Enrich Your Database

Big firms like Netflix, Amazon, and Facebook all have large datasets. A comprehensive database is, without a doubt, a highly valuable asset, even in terms of the total value of your company.

To sum up “big data” in a single sentence - it allows creating a powerful impact and highly personalized marketing campaigns by providing deep insights into both the market and the customer.

B2B Lead database

The online retail giant has access to a vast quantity of data about its consumers, including names, addresses, payment histories, and search histories. While this data is obviously used in advertising algorithms, Amazon also utilizes it to improve customer interactions, which is something that many big data users underestimate.

As much as a strong database brings opportunities for B2B companies, it is equally challenging to build one. Though the number of customers is not large, they require highly customizable services with a different pricing plan.

B2B marketing has an interesting approach named Account-Based marketing (ABM). The availability of reliable, high-quality data is a key requirement for ABM.

Identify Marketing Channels

In most cases, you'll need to promote through a variety of channels. However, this does not imply that you should market through every available channel. For example, direct mail marketing may or may not be a good fit for your target audience.

That's why it's crucial to figure out which marketing channels your customers use the most, and then create marketing content that will help to solve their problems to run effective campaigns in those channels.

For B2B marketers LinkedIn is the hotbed of generating leads. 89% of the B2B marketers prefer LinkedIn the most as the digital marketing channel.

Create And Send Email Marketing Campaigns

Email opens up a world of possibilities for your company. For years, email marketing has been a rock star for both B2C and B2B marketers. For a variety of reasons, it shows no indications of slowing down.

With so many emails bombarding our inboxes these days, it's more essential than ever to create and send efficient marketing emails. To help you cut through the noise OneMoreLead can help you to verify the email addresses, automate your emails and send them timely.

onemorelead homepage

Invest In Content Marketing

We've discussed how B2B clients are motivated by knowledge, rationality, and a desire to learn. What better marketing technique than B2B content marketing to meet these requirements?

Content marketing boosts SEO efforts by predicting what your audience is looking for and assisting them in finding your website and content, as well as the possibility of converting them into customers.

Jonathan Franchell, CEO and Founder of Ironpaper points out, "A frequent mistake B2B organizations make is educating the buyer on their own company, product, or service. The buyer isn't ready for that; they are just beginning to understand their problem."

It's worth noting that content marketing is most effective when it's catered to different stages of the buyer's journey.

Track And Analyze The Success Of Marketing Campaigns

How will you know whether your B2B marketing campaigns are successful? Develop a mechanism for tracking the effectiveness of any plan before implementing it.

Keep track of how much money you spend on each campaign and how many qualified leads it generates. Keep track of how long it takes to close deals and which marketing strategies help to speed up the process.

In order to have clear visibility into what’s working and what’s not and to avoid implementing marketing strategies haphazardly, you should have a plan in place from the start to track and analyze marketing data.

Final Word

Even though B2B Marketing caters to a more informed audience, it’s an audience nonetheless. As you already know, no marketing campaign can be truly successful without putting the audience at the core of it.

Want to optimize your B2B marketing efforts? Get Started with OneMoreLead today to get access to a database of millions of verified B2B prospects!

Everything You Need to Know About the Use of Data to Personalize Marketing Campaigns

In today’s world marketing has become more personalized and targeted. Brands that are using data to personalize marketing campaigns are seeing the results. The more saturated data you have, the more relevant your marketing becomes to the audience.

finger pointing to charts on paper placed on a wooden surface

According to Salesforce statistics, high-performing companies utilize data for targeting and segmentation 51% more than underperforming companies.

With 7 in 10 online adults purchasing products online each month, customers don’t just like personalized marketing, they value it.

In this article, we’ll guide you through the benefits of using data in personalized marketing campaigns, the ways to implement it, and many more interesting FAQs. Keep reading!

Table Of Contents

TL; DR

What Is Personalization In Marketing?

One can say personalized marketing is one-to-one marketing. Personalized marketing is the implementation of a strategy in which businesses utilize the database to analyze, and automate the marketing campaign for offering individualized content to recipients.

The goal of personalized marketing is to really engage customers or prospects on a one-to-one basis by providing them the solution to the problems they are facing.

Sounds impossible, right?

Imagine reaching out to every individual out there in the market and providing each of them with a unique solution … how strenuous that would be!

two women near a table
Image from Unsplash by Blake Wisz

To help break down personalized marketing and shed more light on the concept, we’ll start with the benefits of a personalized marketing campaign.

Why waste time reading the whole article if you are not well aware of the benefits of personalized marketing?

Benefits of Personalized Marketing Campaigns

Supports all the way from conversation to conversion

Imagine you are on a first date and the person next to you starts talking about topics you can’t relate to at all.

If you really want to make it work, how many more chances are you willing to give? Maybe, two to three dates at best?

For marketers, the brand’s very first encounter with an individual is similar to a first date. If you manage to spark up a lively conversation with them, chances are you’ll be allowed for more and have a good chance of forming a connection.

Once the connection is formed and you manage to reach that prospective customer with the right message at the right time, the likelihood of conversion increases and they eventually make a purchase.

Helps in reaching more people

A personalized experience has the ability to make someone feel valued. And when someone feels valued, they share it with others. A trending example of such a marketing campaign is an individual coupon code. Brands reach out to influencers with unique coupon codes resembling their names, for example ‘nititaylor06’. Just not the influencers themselves, the followers also start feeling connected with the campaign instantly.

Boosts customer retention

Customers want marketing messages and advertising that is suited to their specific interests and requirements. An Adobe research says that 42% of consumers get annoyed when the content is not personalized.

The same report revealed that 67% of consumers prefer brands to automatically adjust content based on current context. Customer retention refers to how loyal a customer is and whether or not they will continue to purchase from a company.

If a company's marketing content and quality make a consumer pleased, that individual is more likely to buy from them again.

Helps you optimize an omnichannel presence

Consumers connect with companies across a variety of channels, such as email, social media, mobile, and so on, sometimes all in the same day. Personalized marketing is all about finding out where your customers are and talking to them on those channels.

Thus, you are always on their mind keeping your presence consistent across various channels.

Challenges Of Personalized Marketing

By now you’ve already known about the benefits of personalized marketing. Some of you may think why your personalized marketing campaign is not yielding as many benefits as mentioned above.

As Ardath Albee, the CEO of Marketing Interactions says, “Personalization is like seasoning. A little makes a big difference. In cooking, a pinch of the right spice can make the meal, while a pinch of the wrong spice can spell disaster.”

The main challenge in the personalized marketing campaign is the proper way of collecting data and using them.

Would you like the feeling of being stalked 24/7? That’s creepy, right?

Consumers said in an Accenture survey, that, the creepiest form of personalized marketing is texting or sending a notification when someone walked past a brand’s store and displaying social media ads for products they have browsed on a particular brand’s website.

Here are the major challenges of personalizing marketing campaigns.

Challenge #1: The Paucity Of Data

Integration of all the wings of your business and being able to export data from every source is the main challenge marketers face while implementing a personalized marketing campaign.

Your company’s database is your biggest asset. Hence, the marketing team single-handedly can’t empower it. For example, sending the same advertisement twice to a customer from both sales and marketing teams leaves a negative impression about your team alignments.

In an Experian Study, 78% of brands said they struggle with “data debt” or not having enough quick data about their customers to launch relevant personalization tactics.

Challenge #2: Consumer Data Privacy

The General Data Protection Regulation in the EU, as well as other regulations in various countries, regulate the data privacy of their consumers. These regulations make it challenging for companies to collect data and target their marketing campaigns.

When customers do not share information with a company, finding other means to personalize content for them gets difficult.

Challenge #3: Data Collected In Absence Of Informed Consent

Companies often use anonymous data, such as the location attached to a viewer’s IP address, to target viewers by location. eConsultancy report suggests that 42% of surveyed marketers admitted using anonymous data for a personalized marketing campaign.

This type of personalization unnerves the consumers. Thus, not informing customers about what data you will use and how you are planning to use is going to backfire your personalized marketing campaign.

All these challenges we mentioned above revolves around a common keyword, and that is data. If personalization is seasoning then data is the pinch of the right spice which can make your food delish.

How To Collect Data For A Personalized Marketing Campaign

Data can be a game-changer when it comes to reaching the right prospects from the defined target group. The days of random blasting and generalization are long gone. With today's marketing efforts, you must be precise, relevant, and strategic.

Before we start with the use of data to personalize the marketing campaigns, let us get across the ways to collect data.

1. Know your target audience

With so many people floating in the cloud, you need to talk to many people. Each with unique problems looking for a unique solution. Know your target audience to figure out in which period of customer lifecycle they are in.

To collect data from your audience you have to know their preferences first. Thus, it is essential to shape ways of collecting data around your audience's needs and preferences.

2. Segment the data

Segmentation is basic but you need to reevaluate the way you are currently segmenting your database. For a more robust database, experiment with granular points such as:

3. Collect data through self-personalization

Allowing customers and prospects to express their own experiences can make the data collection process smooth.

There are hundreds of ways to get creative about this. You can take a quick survey and ask a segment of users certain questions relevant to their phase in the customer cycle.

A customer service chatbot also comes in handy to collect customer feedback data without expending too much time or manpower.

4. Optimize the website

Data acquired for marketing purposes today extends much beyond the usual name, organization, and title.

Website activity is the most significant form of marketing data used for personalization campaigns, according to more than half (55%) of marketing experts. For 47 percent of the marketers surveyed, transaction activity is at the top of their list of critical forms of data.

5. Use database software to empower the team

Data collection, segmentation, integration with other teams, and data storage everything seem massive work altogether. Fortunately, developments in the SaaS industry have brought to you some tools to do the heavy lifting.

You can choose from a wide range of database providers and use the curated prospect database to streamline and scale your personalized marketing campaigns.

How To Use Data For A Personalized Marketing Campaign

To use the obtained data for the personalized marketing campaign, you may consider the following pattern.

1. Create content based on the data

Use the data to map out the specific interests and needs of each persona. Create content that can cater to their interests.

Identify at what stage of buyers’ life cycle your recipients are. Think about how you can trigger their interest and provide the most useful content for nurturing them down the conversion funnel.

Email is an obvious example of a personalized marketing campaign using data. In an Evergage report, 78% of marketers say Email is the most personalized channel use for marketing.

2. Improve customer experience

Use data to improve your customer’s experience with your company. For example, if your website’s loading speed is disrupting the customer’s experience, you can immediately work on it.

If a customer had a poor shopping experience, reach out to them personally and apologize for that. 45% of consumers find it the coolest personalized tactic.

3. Encourage the consumers to complete an action

When you meet with your consumers at certain touchpoints, you're more likely to lose the interaction, such as signup drop-off and cart abandonment.

Does this mean you’ve lost the relationship? Not necessarily.

You can identify these users, determine the cause of the connection failure, and provide appropriate solutions to them using data.

4. Build your brand’s reputation

Personalization can build brand loyalty and drive revenue over time. If you communicate in a way your audience understands better, you will have people who genuinely know your brand. You can use this to leverage the copy, images, videos, and offers.

You can also use your customer’s loyalty and their experience for social proof. What better way than spreading your brand’s name with words of mouth?

5. Compare the marketing campaigns

Use the obtained data to compare the results of your marketing campaign. If you are not using any kind of content personalization engine, we recommend you to use one.

finger pointing at a 5 star rating graphic
Image from Pixabay

If you're already using a customization platform, make sure to compare it to any competing solution that claims to provide additional value.

6. Analyze and run test

Data collection, analytical skills, and the development of customizable websites are all useful to a business, but they are most effective when they are completely integrated.

Customers should be able to receive appropriate content recommendations from your customization system at the right time. You should run an A/B test to validate the performance of your system vs. control.

Use Of Data In B2B Marketing Campaigns

When we talk about the topic of personalized marketing campaigns, without a second thought Amazon and Netflix cross our minds. No doubt, their successes statistics of personalized marketing campaign is exemplary.

But, here is the big difference between a B2B and B2C marketing campaign. B2C marketers have a big advantage of customer data.

The brighter side is that in B2B marketing, a small amount of data combined with relevant insights can go a long way.

For B2B marketers the following infographic explains the type of data they’ll need to excel at personalized marketing campaigns.

marketing funnel explained using an ice cream graphic
Source: Wordstream

Start with sales prospecting to get the best result out of any personalized marketing campaign.

Final Word

Get rid of all-size-fits-all personalized marketing campaigns. Create successful and meaningful marketing personalization based on a thorough understanding of your targeted audience and the capacity to reach and persuade the most important ones.

Want to get qualified leads in no time? Get a OneMoreLead demo today!

How To Grow Your Business: 10 Tips For 2021 And Beyond

Growing your business can become rocket science at times, especially during this unprecedented time. While a significant number of businesses have suffered during the first year of the COVID-19 pandemic, a good number have adapted to the accelerated change.

business growth charts
Photo by Lukas from Pexels

Congratulations if you have sustained till now because it must have taken strong resilience and perseverance. This adaptability muscle needs to be nurtured to thrive in your business.

In this article, we’ll guide you through the important factors to focus on for growing your business in 2021 and provide tips and tricks to help you keep up with the time.

Table of Contents

TL;DR

10 Tips To Grow Your Business Easily

1. Informative Content Marketing

Content marketing is not exclusive to any particular industry. With so many content creators rising, one may feel, it is unnecessary to involve in content marketing.

Some people have a limited idea of the content and they understand content marketing as one or two newsletters, free templates, or a year old pdf.

But there’s more to content marketing. If your existing website is just a static online brochure showcasing your products and services, it's time to create a content-rich platform to boost your organic traffic.

Your website is where you can show off not only your products and services but also your expertise.

What value does your website provide to a potential visitor? Is it so compelling that people want to remain, read, scroll, and possibly buy?

Take an example of the fastest-growing SaaS companies. 85% of them have a blog for sharing content. And the contents are mainly educative, reader-friendly, and free of technical jargon. These blogs are designed to solve problems and provide value to the reader.

fastest growing SaaS companies graph
Source: EmilybyFord

The figure above shows that a mixture of both self-promotional content and educational content is the most popular content marketing strategy.

One can consider creating online courses as well. This has a huge array of benefits and can work as a source of passive income as well.

2. Enrich Prospect Database

Large databases are something that big companies like Netflix, Amazon, and Facebook all have in common. It goes without saying that a robust database is a highly valuable asset, even in terms of the overall value of your business.

More or less every industry is utilizing big data. Netflix analyzed their 100 million subscribers and was able to influence 80% of content viewed by subscribers with the help of accurate data insights.

Big Data analytics' advantages are well-known. Despite this, 63 percent of employees say they can't get the information they need on time. They rely on outdated database and overburdened BI personnel which limits the productivity and increase security threats, resulting in a reduced ROI over time.

You can establish a direct connection with interested prospects if you’re equipped with personally identifiable information. You can also boost engagement across all other online channels. This makes your company data-driven which 39% of business domain experts admitted they are not sure of its actual meaning.

3. Focus On Lead Generation

Lead generation is undoubtedly a crucial step for any business. Leads are a component of the larger lifecycle that customers go through as they move from visitor to customer. Leads aren't all made equal (nor are they qualified the same).

There are various types of leads depending on how they are qualified and where they are in the sales funnel. This includes Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL) and Product Qualified Lead (PQL).

Sales Qualified Lead (SQL) is the audience who are ready to convert because they have already shown interest in becoming a paying customer. But that’s where the frustration begins.

Leads may engage with your marketing teams’ efforts, but pushing them forward is where actually it gets more challenging. Other than warm leads who have engaged with your marketing team, you need to also focus on cold leads to grow your business.

The core customer you already have is your established revenue resource. And to expand beyond that, you have to prioritize attracting new customers as well.

Finding the right strategy, tactic, or offer to get leads’ attention puts the companies under enormous pressure.

4. Participate In Virtual Event Sponsorships

You often hear that to grow your business you need to go above and beyond. Participating in sponsorship, particularly when you have survived a pandemic may seem overwhelming.

Usually, advertising disrupts user’s experience with a product or content promotion. But, sponsorship is the underwriting of a piece of content. A sponsored download can generate leads along with creating brand recognition through sponsorship.

virtual event illustration
Image from Pixabay by Alexandra Koch

As per the research of B2B international, global advertising continues to grow at around 3% per annum while sponsorship is growing at 4% per annum.

In the post-pandemic era, virtual events have replaced offline gatherings. It encompasses webinars, podcasts, virtual conferences, virtual job fairs, and lots more.

You may approach website owners and businesses directly and ask if you can advertise on their site or sponsor a podcast or event they're organizing.

Always remember that everything is negotiable, and only contact businesses that connect with your target audience.

5. Make Videos And Do Livestreaming

The digital landscape is growing, and video content is coming along for the voyage. YouTube, the world's second-biggest search engine, can testify to the fact that people like watching videos for a number of reasons, including entertainment, education, and brand, product, and service information.

woman livestreaming
Image from Pexels by Ivan Samkov

JLB Media reports, while searching online for local products or services, 44% of people viewed an online video. Moreover, organic traffic improved by up to 157% with the addition of video content.

Create and release short videos if you want to have influence or impact in the market. More than descriptive videos, Instagram reels, 60-second videos, behind-the-scenes teasers, animation are quite in the trend. You can also create a video landing page to have more engagement.

To take it one step further, research says that, people watch live videos over 3 times longer than they watch a pre-recorded video. It’s easier than ever to reach a large number of people with live streaming features on YouTube (after reaching 1,000 subscribers), LinkedIn, Facebook, and other platforms.

6. Pay Attention To Customer Experience

Focusing on delivering exceptional customer service is another excellent way to expand your organization. Customers are more inclined to tell their friends, family, and followers about your business if you surpass their expectations.

Customer service does not have to be expensive. You may need to invest in a few things. It all comes down to having the correct mindset and putting in the necessary time and effort to help your clients.

It's as easy as that: if you're ready to go the additional mile for your clients, they'll reward you with loyalty and a great deal on referrals.

It’ll also open the door to social proof. When customer’s leave their experiences with you in the review, it’ll say a lot about your service.

Customer feedback and ratings, on the other hand, can be a double-edged sword. While a large number of good reviews can help your brand image, a small number of bad reviews or no reviews at all might make people skeptical of your product or service.

7. Analyze your competitors

While it may not result in instant growth, studying your competitors is one of the most crucial stages in a business. Consider who your competitors are, what they're doing that works for them (that you're not doing), and how you might stand out from them.

Identify your competitors and take time to categorize them. Analyze the online presence of your competitors. This entails visiting their website, following them on social media, and reading their customer evaluations on these platforms and other online business listings.

chess pieces
Image from Pixabay

You can take notes about where your competitors are excelling and where they might improve as you evaluate each of their strategies. You'll want to make sure you're looking for ways to outsmart them, as well as any risks they could offer.

8. Choose The Right Marketing Tools

A precise message and strategy that are relevant to the problems you want to solve are required for an effective and successful campaign. You must decide on your target audience and make use of marketing tools like OneMoreLead as part of this process.

onemorelead homepage

Remember not to limit yourself to a single marketing strategy.

If you're conducting many campaigns, you'll need to employ a variety of tactics and technologies. They must be relevant, deliver your message effectively, and appeal to your target markets.

9. Practice Business Ethics

Businesses that support and implement ethical marketing have a great reputation for social responsibility and cultural awareness. Clients and potential clients frequently see this positively, and it may even be the decisive factor in their choice to buy from one company over another.

Marketing ethics touches on communication through collecting and using the personal data of clients.

There are several marketing codes of conduct available depending on the region. No matter from which region you are operating, respect the right to privacy of your clients and comply with various laws and regulations.

10. Optimize Your Pricing Plan

People want more value for their money, and you're certainly looking for more value for your services.

Instead of charging for one service or product, offer bundles that contain a variety of services. Add PDFs to your course bundles, add consultancy to the bundle, templates, checklists, offer free trials, and referral discounts to boost your transaction value, and more.

You may be as creative as you want with what you include, but increasing the value of your products or services does not have to imply spending more time on them.

Create different pricing plans your customers can choose from to maximize your profit and increase customer satisfaction at the same time.

Instead of offering everything separately, make a list of all of your assets, information, goods, and services and figure out what you can offer together in a higher-value bundle.

Here’s how OneMoreLead structures its pricing plan, helping users pick the plan that suits them the most.

onemorelead pricing

Final Word

You’re likely to be disappointed if you’re looking for hyperspecific tips on how to grow your business. But it's important to remember that there is no one-size-fits-all approach to attracting leads and growing your business.

Different tactics work for different businesses. Experimenting is the greatest approach to figure out what works best for you.

The year 2020 just expedited a lot of business trends that were already shifting. More and more businesses are going online, so now is the time to learn the skills you'll need to stand out from the crowd and use the digital tools at your disposal to serve your clients wherever they are.

Want to find the perfect prospects for your product or service easily? Book a demo today with OneMoreLead!

8 Best Email List Providers To Consider In 2021

Email marketing is nothing new and more or less every business’s marketing and sales strategy is based on it. Though the concept of email marketing has been existing for a long, the trends have evolved over the years.

Image from Pixabay

At present, the key indicator of success in marketing is having quality leads. And your quality leads are in your email list. So, ensuring a healthy, verified email list should be at the heart of your marketing strategy.

Often, marketers like to take things into their own hands such as designing emails and interpreting analytics. When one struggles to put things all together, email list providers lend a helping hand. With their contact database, they work as the liaison between your company and your quality leads.

Table Of Contents

TL; DR

What To Look For While Choosing An Email List Provider

Some email list providers are actually in business by scrapping the web and providing a list of random emails. These are bizarre, unreliable, and can ruin your sender's reputation beyond comprehension.

So, among so many such email list providers, how do you choose the reliable ones?

Before we name the best email list providers, let us guide you through some basic features you need to consider in an email list provider.

List segmentation

An email list provider should be able to give you a list of contacts of your targeted audience. They should be able to segment the list precisely based on factors such as demographics, interests, or previous purchase behavior. The more precisely segmented your email list is, the easier it is to assess the list’s worth.

Verified Email List

This goes without saying, that the email list should be accurate and easy to access. A good email list provider, hands over you the contact list free of clutter. You’ll have a list of genuine people’s emails increasing the rate of email open rate.

Around one-fourth of an email list is likely to become obsolete and risky within one year. So before your email list goes bad, you may need to clean the email list. Although this article focuses on email list providers, you can check out Verifybee to clean up your email list once you get it.

Integration with other tools

The best email list providers easily integrate with all other marketing tools you are using. A powerful email list provider builds data-driven quality email lists in coordination with all other software.

Price

A low-cost but limited features email list provider may not perform well, whereas a feature-rich email list provider at a comparatively more price can perform better. It all comes down to what you receive for your money. While comparing the prices, consider it from more dimensions instead of just the price tag.

Current market performance

Read reviews, check out the social proof and testimonials before choosing an email list provider. Look for a company that has a strong database and knows what works and what doesn’t.

Having said all this, finding out a good email list provider can be a baffling task. To make it easier for you, we have highlighted the best 8 email list providers below with their features, price, and current market performance.

8 Best Email List Providers To Get Quality Leads

1. OneMoreLead

First up is our one solution OneMoreLead. We may be biased, but for good reasons. Our database includes over 40+million 100% verified B2B prospects. With this powerful prospect database to search from, you can’t miss your targeted audience.

onemorelead homepage

We’ll help to find the right lead for you from our robust database, which makes it easy to search and filter contacts. Almost every email list provider claims to verify data in real-time. But we give you a Credit Back Guarantee on data verification.

OneMoreLead’s key features include:

Pricing:

OneMoreLead’s professional package starts from $49/month.

2. Visitor Queue

Visitor Queue acquires data from visitors who have already visited your website. It is a good choice if you want a top-of-the-line lead-generating email list. It collects data from warm leads and provides you a solid list of quality leads to make your email marketing game strong.

Visitor Queue is one of the highest-rated website visitor tracking software. So, if you are struggling to hit your business revenue goals, it will help you to feed your team hot leads. Just get into contact with them, close the deal and grow your business.

visitor queue homepage

Pricing:

3. Cognism

Cognism's B2B data pool is vast, with access to 400 million company profiles and 10 million companies. It features Sales Intelligence for complete, intelligent, actionable, compliant data to source more prospects, create high-performing campaigns, and close more deals.

Cognism allows you to create leads based on pre-defined criteria, ensuring that the email list you get is relevant to your complete value proposition. Your outbound platform uses this information resulting in a seamless B2B prospecting experience from start to finish.

Furthermore, significant care is taken to guarantee that the data provided is GDPR compliant, ensuring that Cognism is both safe and effective.

cognism homepage

Pricing:

Available upon request.

4. CloudLead

CloudLead uses machine data to improve the marketing and sales operations of B2B companies. One can use the tool to find new leads, as well as email addresses and other important contact information.

Leads are targeted, ensuring that they are relevant to your company. CloudLead is all about customizing your lead generation and outreach strategy to your specific needs. As all of the data is 100% authenticated human leads, you won't end up with any invalid email addresses or contact information.

Lead enrichment and lead cleansing are also available in CloudLead. This keeps your contact list precise and robust, which is important because they tend to stagnate with time.

cloudlead homepage

Pricing:

5. Lusha

Lusha is a B2B sales prospecting platform that gives companies access to a database of over 60 million email contacts. Accurate email lists can be created, resulting in the conversion of more prospects into leads and, eventually, customers.

With this tool, one can break down the data received into smaller parts, categorizing it to create an extremely segmented list. It features Bulk Enhance which allows to search and reveal up to 150 prospects. Store everything you search and all recent search history gets saved automatically.

Lusha also integrates with your customer relationship management (CRM) software without a hitch. Platforms such as HubSpot, ZOHO, Pipedrive, and Salesforce work seamlessly with Lusha.

lusha homepage

Pricing:

6. ZoomInfo

To accelerate your sales pipeline, ZoomInfo has a portfolio of solutions that combine B2B intelligence & company contact data. They have an enriched database on which renowned businesses rely to identify, connect, and close their next customer.

The contact and company search engine of ZoomInfo is quite distinctive and very unique. Along with up-to-date company contact data, you’ll have access to essential prospect details which will help to understand the buyer better.

zoominfo homepage

Pricing:

7. PureB2B

Pure B2B may be the solution for you if you're trying to increase sales and meet your ROI targets. They provide lead generation services for all stages of the sales process. To acquire the best results for your business, they target potential buyers at the right moment.

pureb2b homepage

Pricing:

Available upon request.

8. Lead411

Lead411 is a B2B sales platform that delivers accurate and detailed contact information. Its huge database allows you to build up customized contact lists for your business using filters. You can maintain track of contact data profiles with the help of sales intelligence data points.

lead411 homepage

Pricing:

Frequently Asked Questions

Is it legal to buy an email list?

No, it’s not illegal to buy an email list.

But due to the huge data abuse in recent years, consumers have grown aware of data privacy. And it is their right to have data protection as per regulations like GDPR. It’s however illegal for email list providers to collect email contacts without taking permission from customers. So, buying an email list from such parties is not only unlawful but also highly impractical.

Do Email lists generate leads?

Your email lists may include hidden gems. While every company wants to generate B2B leads from their existing email lists, not all endeavors are successful.

Final Word

We have covered the 8 best email list providers including OneMoreLead for you. We have also added the important features to consider in email list providers and frequently asked questions.

But picking the right email list provider can be tricky. We suggest you go with OneMoreLead for building an email list that converts.

Book a demo today and take the first step towards finding the perfect prospects for your business.

Top 15 Benefits Of Email Marketing You Should Know

Email has been around for a half-century and it opened up a new era of marketing. Email marketing is going to be here, no matter what you’re hearing on the internet. Before you disregard it and call it outdated, read on to learn the top 15 benefits of email marketing.

send email
Image from Unsplash by Markus Winkler

15 Email Marketing Benefits Every Marketing Team Needs To Know

1. Start anytime

Regardless of the size of your business, small or large, you can get started anytime with email marketing. To be efficient at email marketing, you don't need a large team or a lot of technical expertise.

With creative templates, videos, photos, and logos, an email campaign can be made to stand out. Despite this, some of the most successful campaigns use simply plain text emails, implying that the most significant aspect of an email is its content.

A variety of free online tools can help to build an email list, develop, modify, and send your emails. Email campaigns take a fraction of the time to plan as other marketing methods, allowing you to quickly adjust to industry changes or trends and seize opportunities.

2. Create brand awareness

Do people know your brand? They may land on your website once, but brand recognition goes beyond that. Out of 100 other brands, why would people remember you?

A welcome email is a great way to kick off the email campaigns and it allows you to remind the subscribers about your brand. They will begin to recognize your brand through your content and become aware of what it stands for.

On other social media platforms, people scroll their feed miles after miles. Even if your brand pops up in their feed, the high possibility is that they will probably scroll down if they do not know your brand.

If you send what you have to offer through emails, subscribers become familiar with your brand. When they forward or share your information with a friend, you can strengthen brand recognition with new and potential clients and widen your reach using email marketing.

Sending an email is the best way to create brand awareness because you’ll be able to stay on top of mind People may not take action right away, but when in need they will turn around to an acquaintance than an unknown brand.

3. Build relationships through communication

Before email, marketers used to send direct mails to their customers featuring all their best sale products and offers on a mail card. Now or then, communication has been the key in marketing.

Communication through email makes the receiver feel that you are talking to them and not talking at them. Whether it’s the busy season or slower times of the year, communicating with your audiences gives them a feeling of being included.

In this way through email you build up a relationship based on trust and people on the other end are more likely to become loyal to your brand.

People may limit their social media screen time, but 99% of consumers check their email at least once a day. Email is ranked as the preferred brand communication method by 66% of consumers, whereas social media is ranked by only 23%.

By being consistent in sending emails, you can build credibility with your audience by sharing helpful and informative content.

4. Generate, improve and nurture leads

In the era of digital marketing, lead refers to a potential future client. Inbound marketing uses email to create, improve and nurture leads. If someone downloads a lead magnet from your site and leaves their email contact, you can push them through the sales funnel by building a relationship through email.

You can send your content steadily and eventually book an appointment with the prospect. If you can communicate your value properly, your email campaign is more likely to be successful. You can convert the leads into customers and cut through all the edges of the funnel.

The email marketing campaign also enables your team to work efficiently. As it can qualify leads, so your sales team is not wasting time on poor leads. Studies revealed that email marketing is used to generate 85% of leads and nurture 78% of them.

5. Organize marketing through segmentation

Audience segmentation has never been more powerful than now, bringing in new possibilities of custom and personalized digital marketing. Segmentation allows you to stay relevant and resonate accordingly with audiences.

Maintaining communication on an individual basis can be expensive and time-consuming. It all comes down to your understanding of your clients and their needs when it comes to segmentation.

Source: Nutshell

According to eMarketer, marketers who segmented their email lists saw a 39% increase in open rates. Moreover, 28% of responders said they had lower unsubscribe rates, while 24% said they, had better email deliverability.

Email segmentation works and it can organize your marketing strategies. You can reach the targeted group with the right and relevant message in real-time.

6. Personalize marketing communication

One of the main goals of digital marketing is to provide a better experience to the clients. No other form of marketing gives you the ample opportunity to connect with clients on a personal level.

Through email, you can cater to the needs and preferences of clients and make them feel important. Other than organizing your marketing strategies, email segmentation is aimed to provide a personalized experience.

This sounds reiterating, but Email campaigns are successful only when you are reaching out to the right prospect, with the right content, and at right time.

Improved open rate (82%), greater CTR (75%), and better customer satisfaction (58%) are the top three benefits of personalized email marketing.

Email marketing campaigns enable you to send emails to your contacts with specific interests and provide content and offers that they can’t resist.

7. Easy to keep track

It is easier to track what happens after you have sent out your email. This is another significant benefit of email marketing that you can discover with ease where you're doing wrong.

Most email marketing software lets you track open, click-through, and conversion rates, making it easy to identify where a campaign can be improved. These modifications can also be changed quickly, whereas changing print or broadcast advertising takes a lot of time and work. The metrics obtained are an important part of your internet marketing campaign as a whole.

Email service providers also run an A/B test on all of your emails and can analyze which Email campaign is converting more. A/B tests on Email campaigns tend to be more accurate and effective than other social media campaigns.

8. Bring traffic to your website

The best way of distributing your lead magnets is through email. You'll drive visitors to your site and enhance your SEO with email marketing campaigns. You'll also keep your audience engaged in your business and website.

Suppose you have exclusive video content and you embed that in an email, research says you’ll receive more visitors to your site in comparison to other marketing platforms.

Email converts 40% better than Facebook and Twitter. In alignment with lead generation and nurturing, Email campaigns can save your website from a high bounce rate.

9. Managing your contact lists

Imagine one day you wake up and find out Facebook, Instagram is not working, or your account has been hacked. Within seconds you’ll lose millions of followers and you will feel doomed.

Remember the list you built up for the Email campaign? Yes, that’s going to save you in such a situation. With an email campaign, you are not just sending out emails, you are keeping a list of people interested in your business. A list over which you have 100% control and a valuable resource your company owns. This is one of the biggest benefits of email marketing.

You can rank on the result page one day for a particular keyword and drop to page 2 the next day. It fluctuates and it is very uncertain. But with email marketing, you’ll have stability and consistency in business.

10. Conduct surveys and collect data

If you want customers to continue interacting with, engaging with, and purchasing from your company, keeping an eye on the customer experience is essential.

Email marketing can help you to conduct surveys and obtain feedback through email campaigns. This serves two purposes at the same time, your customer feels valued that you want to take care of their preferences and you keep collecting valuable data with their consent.

Customer data is another valuable asset of a company along with an email list. In identifying your target audience and improving your marketing strategy, a data-driven policy never fails.

Other than conducting surveys, you can collect testimonials and reviews for social proof through email campaigns.

11. Notify people about everything you offer

Leaving notification in places where prospects haven't necessarily opted-in to receive information about your brand might be awkward at times. You'll always have a platform to promote your offer with email marketing campaigns, especially when customers opted-in.

You can use email to inform customers about new products, features, and discounts, as well as new content. This self-promotion isn't undesired or disruptive because customers want to hear from you.

As much as you'd like to assume that your customers are aware of all of your products and services, there's a strong possibility that they aren't. As per Marketing Sherpa, 61% of subscribers would like to receive promotional emails every week.

12. Save time and expenses

Email marketing doesn’t require a chunk of money and is cheaper than any other marketing strategy. Most email service providers (ESPs) provide a free trial, so you won't have to pay initially to store your list and send a limited number of emails.

When you compare the low expenses to the costs of running advertising on Google or Facebook, it's easy to realize how much money you can save, especially if you're just starting.

Resources are always limited and with an email campaign, you are not wasting any of it to find an ideal audience. After reaching out to the targeted audience you learn more about your customer’s preferences. Once you sort out the categories, you'll be able to formulate a strategy for getting your emails sent to your subscribers in less time.

13. Helps you to reach content marketing goals

If email marketing is the basis on which content marketing stands, you will surely meet your content marketing goals. Whether you want your content to rank on Google SEO, or test your site performance, or increase customer engagement everything gets more structured with Email campaigns.

With the new trends in email marketing, such as using emojis, videos, and pictures you are not anymore confined within the boring email content. According to 40% of B2B marketers, email newsletters are the most essential approach in B2B marketers' content marketing strategies.

Instead of roaming around in people's feeds, your useful and creative content will land in places where they will convert through email marketing.

14. Higher ROI (return of investment)

When it comes to email marketing ROI, it's statistically one of the best possibilities. For every $1 invested in email marketing, $44 is returned - a quite widely known stat.

Email is the most important source of ROI for 59% of marketers, while marketers who deployed segmented marketing saw a 760% boost in revenue.

Along with sending promotional offers mail, you can significantly improve your revenue through abandoned cart emails.

15. Boost your sale through email automation

We have time and again mentioned sending the right mail to the right people. With a service like OneMoreLead, you’ll be able to search from millions of verified B2B prospects and find the perfect prospect for your business.

You’ll be prepared to reach the right people, get their most important info, verify them in real-time, nurture relationships with them and thus convert them into sales - making OneMoreLead the perfect option for you.

Final Words

A well-crafted email marketing campaign meets the needs of your target customers, and gets more individuals to pay attention to your message, eventually resulting in a higher return overall.

But it is conditional on finding out the right prospects and their needs. OneMoreLead makes your life easier by helping you find the perfect prospects, and build an accurate database.

Sign up today to make the most out of your email marketing campaigns!

Key Challenges In B2B Lead Generation You Need To Consider in 2021

Lead generation is the fuel of B2B business and there is no two way about it. The process of lead generation can be baffling, particularly in this unprecedented time. While every aspect of life is going through a transitional phase in the new normal, B2B lead generation is posing more challenges than ever.

b2b sales
Image from Unsplash by Headway

Before moving towards the challenges in B2B lead generation, let’s run through the basic idea of lead generation in B2B marketing.

Lead Generation In B2B Marketing

Prior to the rage of digital marketing, lead generation involved few tools and has been classified as advertising, traditionally. At present, it is a concept beyond just advertising and has become the soul of business, especially B2B.

B2B lead generation has progressed to the point where you knock on the right door rather than the ones which won’t open, get them to come to you, and convert other businesses into potential customers in the form of sales leads.

Lead generation is not as simple as it used to be. A Hubspot report says, 61% of marketers consider generating traffic and leads to be their biggest pressure point.

marketing challenges survey
Source: Hubspot

B2B marketers don't have prospects until they have leads. Your firm will be unable to increase its client base if it does not have prospects. You can't make money or expand your brand unless you have a large and increasing client base.

Before movi toda and keep your lead generation wheel running! he challenges you have on your way. We have tried to point out the key challenges B2B marketers are facing all over the world.

8 B2B Lead Generation Challenges To Prepare For

B2B Lead Generation Challenge #1: Stagnant marketing strategy

Marketing strategy in B2B marketing has to be continuously evolving. A strategy should be a road map where the marketer can visualize prospects entering into the funnel, what they are looking for, and converting into a customer.

This requires an ample amount of time and effort to figure out. The painstaking part is, once you find out a strategy that works, you are not done.

You are in trouble if you keep doing what you have been doing. Since, building up a setup that can modify and adapt the strategies calls for the bulk share of the budget, most of the marketers hold on to a stagnant marketing strategy.

As per the B2B technology marketing community, B2B marketers have identified the lack of resources in staffing, budgeting, and time as the greatest barrier to lead generation.

A large portion of the B2B marketing strategy is based on paid search or advertising. The growing costs for ads are directly related to the impacts of the pandemic. Because people have shifted their workplaces online that has intensified the crowd. The offline vendors have also entered the market and relying on digital advertising at large.

It is difficult to be heard above the constant hissing of your competitors' and even non-competitors marketing. This has not just lead to an added cost on advertising. Along with that, content creation has become challenging. The lead magnets are not working anymore and the traffic from a targeted platform is not converting like before.

These challenges are more relatable to organizations that were not working remotely before the pandemic. Finding out the ideal remote tools that fit your marketing strategy may take months to years.

Overall, the circumstances and inclined costs have put many B2B marketers’ strategies to generate lead in a stagnant position.

B2B Lead Generation Challenge #2: Identifying the market demands

The process of identifying the market demands gets more frustrating as so many companies in the B2B space serve very niche markets of sub-markets.

There's a strong possibility that your target market isn't large enough for the product or service you're attempting to sell. Because there are only so many prospective possibilities out there, it's critical to locate them all.

The marketing process also gets high stakes because you can't afford to squander your chances with a prospect who has a limited number of high-potential contacts.

B2B Lead Generation Challenge #3: Failing to draw a balance between “Quality Leads” and “More Leads”

“Quality vs. Quantity” appears to be a constant perplexity in our life, especially for B2B marketers. There it is, whether we're talking about content, customers, or leads.

Clients or consumers who have indicated an interest in your brand, product, or service are known as leads. High-quality leads are those that have a greater chance of becoming paying clients. Your leads will be more likely to purchase your product or service if they are of higher quality.

As per a survey of Ascend2, seven out of ten marketers have said that the most important part of their lead generation strategy is to get better quality leads. On the other hand, in the same survey, 54% of those marketers wanted to increase the number of leads generated.

objectives of lead generation
Source: Ascend2

Having an investment strategy to build up quality leads often results in missing out on the probable revenue.

At one stage, marketers struggle to strike a balance while formulating strategies. This challenge arises from the linear lead generation model that is based on simple numbers rather than in-depth data.

B2B Lead Generation Challenge #4: Lack of coordination between the Sales and Marketing team

A sales development team exists to engage prospects and establish a connection with them even before they make a purchase decision. If the sales team can engage buyers before those buyers need to contact a seller, they have a 56% greater chance to convert the lead.

The crucial role the SDT plays in generating leads needs to be emphasized. Though the portrayal of the lead generation process is strongly associated with inbound marketing practices, it is only one side of the lead generation coin.

Marketers write the majority of Google's "lead generation process" results such as blogs and articles focused entirely on content marketing, SEO, social media, newsletters, and so on. So these strategies mostly lack the SDT team’s perception for generating the lead.

A study has shown that companies with closely aligned sales and marketing have a 35 percent higher customer retention rate and a 38 percent higher sales win rate. Furthermore, aligned organizations see a 32 percent revenue increase on average, whereas less aligned organizations experience a 7 percent revenue decrease.

B2B Lead Generation Challenge #5: Going with the crowd

With so much research about the best ways to generate leads, marketers get confused. Trying to follow overhyped case studies which worked for XYZ Corporation makes it more challenging.

Adapting strategies of the companies which go above and beyond to generate leads prevent the follower marketers from standing out in the crowd.

You may feel tempted to follow others because that’s what everyone else is doing in the crowd. This results in overall collapse. This hampers the whole industry because other marketer’s efforts get devalued as well.

With the increase of crowd and competitors, it is getting difficult to maintain the integrity of the strategies to generate leads.

B2B Lead Generation Challenge #6: Desperately trying to be a salesperson

The growing trend in the B2B market is to be an advisor more than a salesperson. While the key decision-makers are open for consultancy, most businesses lose prospects because they try too hard to sell the service or product.

Relying on one direction lead generation tools make it more difficult. A website or blog post makes the prospect feel you are talking at them rather than talking to them. This doesn’t help them to solve their pain points.

Building a relationship is the key challenge and the right time to build one is long before you need them. The evolving environmental factors in the B2B market can be challenging if you are not leveraging the terms.

B2B Lead Generation Challenge #7: Growing concerns about data privacy

The data security and privacy landscape have changed significantly in recent years. The General Data Protection Regulation (GDPR), which went into effect in May 2018, had a negative impact on 42 percent of firms, decreasing their lead database. Furthermore, 44% say GDPR has made capturing new leads and marketing to them extremely difficult.

The study, conducted by Gartner, also mentioned that almost one out of five marketers report privacy compliance as their main hurdle across marketing channels. A marketer's capacity to gather and extract data at a rapid rate is being harmed, and some of their past marketing technology investments are becoming obsolete.

This increasing privacy concern is giving marketers a difficult time analyzing the data.

Analytics, on the other hand, is only half of the equation. Marketers are the custodians and keepers of a company's brand image, and neglecting privacy concerns, whether by choice or necessity, might harm the company's brand value.

As we get closer to a future without cookies, many businesses must decide how to continue gathering important data while remaining compliant with new rules.

B2B Lead Generation Challenge #8: Finding out the right Lead Generation tool

The growing usage of automation tools is one of the greatest trends we're witnessing in lead generation. According to recent studies, 80 percent of marketers that utilize automation tools generate more leads (up to 451% more), and 77 percent convert more prospects than those who don't.

Whatever tool or automation process you are following, must be based on an in-depth database. The right B2B database software will keep your marketing strategies up-to-date and help you to derive leads. An outdated B2B database will only waste time and resources with no result yielding.

The most tiring part of the process is reviewing and updating the database periodically. But, the more frequently it is done, the easier it becomes each time.

B2B database also contains a clear picture of different types of leads and can guide you to balance quality leads and prospects in your marketing strategies.

Having data is not enough to generate lead sales. A report of MarketingSherpa says that only 56% of B2B companies verify the business leads before passing them to the sales team. Unverified data is of no use to your sales team and eventually increases the workload for no good reason.

With so many automation tools out there, finding the right one can help you to feel relieved. Oh yes, finding the right one can get troublesome too sometimes. At this point, it may seem too much work to do.

With OneMoreLead, you can’t simply go wrong. OneMoreLead offers a database of over 40 Million verified B2B prospects to search from. With OneMoreLead you will be able to create and manage curated customized lists. You’ll have 100% pre-verified data of CEOs, managers, and key decision-makers.

With customized reports and dashboards from OneMoreLeads, you’ll be able to track your work in real-time as well. Overall, it simplifies the sales process for your marketing team and closes more leads.

Final Thoughts

Lead generation in B2B marketing is the driving force of the business. With the increasing competition, every marketer meets the above challenges more or less. To tackle these common challenges, some inclusive strategies can help you to clear the hurdles.

Focus on finding ways to have conversations and build relationships. Level up your strategies to account-based marketing. Use the same level of attention to detail on prospects that haven’t landed yet. Track the position of your leads in the pipeline and cater to their needs accordingly.

And, here once again, we would like to remind you that, your best bet is a data-driven approach. Data-driven strategies keep no room for error and save the company from spending money that won’t return.

For startups, the challenges can become too overwhelming and they may not be able to afford to waste time and resources while switching between the strategies. The good news is, OneMoreLead can be the unified space for your sales team to prospect, build lists and qualify leads.

Get started today and keep your lead generation wheel running!