It’s almost terrifyingly evident that the COVID-19 outbreak has significantly affected business and marketing plans on a global scale. This calls for B2B marketers to give their lead generation strategy a drastic makeover to ensure that their sales pipeline remains fuelled.
According to previous statistics, investments into live events were set to grow by almost 40% in 2020. Sponsoring, hosting, or attending live events have played a huge role in generating leads the previous year as well. But the COVID-19 pandemic has radically transformed the marketing landscape. So how do marketers ensure quality lead generation now?
SEISMIC SHIFT IN MARKETING APPROACH:
Right now, well-executed digital marketing is the most potent catalyst in maintaining engagement with audiences and generating short-term and medium-term leads.
With more professionals working from home than ever before, Videotelephony is exploding in popularity. Recent statistics suggest that 38% of millennials and 25% of Gen X are using social media more than ever, following the Coronavirus outbreak.
This indicates that your target audiences are more receptive to online activities now, and will be so for the rest of the year. This is actually good news because digital marketing campaigns can be deployed quickly.
All you need to do is make existing content adapt to deliver measurable results.
LEAD GENERATION PROGRAMMES IN THESE TRYING TIMES:
Executing powerful lead generation programs through digital platforms is vital now.
PPC campaigns and Google ads are often an obvious choice to drive website visitors and generate inquiries. But this year, it’s highly advisable to consider all available platforms to create the perfect mix and reach audiences at different stages of the marketing funnel.
Owing to its granular targeting options, LinkedIn is the perfect tool to try out right now.
It simplifies disseminating thought leadership content and generates qualified leads. One big advantage Linkedin offers is that the Cost per Lead here can be 30% lower than on Google AdWords. So this is the perfect platform to deploy laser-focused lead generation programs.
GO FOR EMPLOYEE ADVOCACY:
Basically, employee advocacy is the promotion of an organization by its staff members.
It’s pretty clear now Face to face networking is not going to be possible for the months to come.
That doesn’t mean that forging new relationships online is impossible.
The key here is to develop a robust employee advocacy program.
This will enable you to disseminate content marketing and company news from a central repository to the sales and business development teams.
The content and news can be sent via email and social media profiles.
The following kinds of content can be useful:
- A daily digest of clients’ coverage
- Must read industry news
- Trendy Social media content
DO NOT CUT YOUR MARKETING BUDGETS, RE-ENGINEER IT:
During an economic crisis, most companies cut their marketing budget. The majority of the companies do this under the fear that they will receive no customers. But they don’t realize that this move will only end up jeopardizing their long-term market share.
It’s abundantly clear that communications in a fragile economic climate are hugely different than marketing initiatives taken during a period of economic expansion.
So this year, B2B companies should employ measurable and relationship-based marketing strategies such as Social media marketing, search marketing, email marketing and lead nurturing. These are the ways to drive your business forward in 2020.
Only those businesses that have true insight and a broader vision of their prospects will continue to enjoy the desired engagement and stand out from the competition. Make sure your business is one of them.
Stay home, Be safe and Happy marketing