B2B Articles - March 15, 2022
Salespeople are often eager to get a lead on the phone or in a meeting with the hopes of closing a deal, but pitching a meeting or a live demo can be a big ask of a buyer. Additionally, since 70-80% of B2B buyers prefer remote human interaction or digital self-service, even leads with interest and intent may be hesitant to agree to an appointment.1 In our increasingly digital world, you should be using all of the digital tools available to you to engage with your leads.
In this article, we’ll discuss how you can create opportunities for lead engagement beyond just asking for an appointment.
To meaningfully engage with leads (as opposed to having a one-sided conversation through email), personalize your communication with them. Eighty-eight percent of top-performing content marketers prioritize their audience’s informational needs over their own sales messaging — meaning they focus more on their leads’ interests than their own talking points.2 If you’re serving leads content that is unrelated to their interests and doesn’t provide any value to them, they have no reason to engage with your marketing.
Use all the firmographic and behavioral data available to you to understand your leads’ challenges, interests, and goals, and use that information to guide every touchpoint. As you learn more about their interests (as we’ll discuss in the next section), you can adjust your content strategy to meet them where they are.
At its core, lead engagement is about creating a back-and-forth between your company and your leads.
A meaningful point of engagement with your business needs to:
While your lead engagement process is unique to your company, below are some examples of lead engagement techniques that can help you build a relationship with leads.
Personalized emails are a simple and effective way to engage leads, with 87% of B2B marketers naming email as one of their top three free content distribution channels.3 You can utilize emails in your lead engagement strategy by:
Retargeting with personalized ads on LinkedIn and search engines is another effective channel for keeping leads engaged. There isn’t an industry consensus on the exact number, but we know it takes a few touchpoints to generate and convert a lead. Almost three-quarters of B2B organizations take at least 4 months to close a deal with a new customer, and providing multiple touchpoints is crucial for maintaining a relationship during long sales cycles.4
Retargeting is an effective touchpoint for leads early on in the process that you want to bring back to your site. Your strategy might include the following:
All of these engagement examples provide value to your lead while creating an opportunity for them to engage with your brand. Used in concert throughout the sales process, they can help you connect with leads as their interests and needs change and encourage them down the road to conversion.
1McKinsey, These eight charts show how COVID-19 has changed B2B sales forever, October 14, 2020
2 3 Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends—North America, 2020
4Research Divisons of Miller Heiman Group, CSO Insights: Fifth Annual Sales Enablement Study, 2019
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