When you really boil it down, the basic job of a B2B marketer is to create as many qualified leads as possible, and ultimately track those leads through to a sale. We come to work every day thinking about how we can best drive interest, awareness, and action around what we offer. We’re measured on hard numbers, our sales counterparts look to us to help them succeed, and we’ve made commitments to leadership. It’s a lot of pressure, and let’s face it, we’re just a small part of the buying journey.
So, how’s a busy marketer to keep up? Well, there may be a wealth of leads in your target market that you just haven’t uncovered yet. Here are some tips to help you discover the hidden treasure of more leads.
Get Creative With Your Customer Targeting
Further flesh out your potential customer list. Drill down deeper to identify other potential audiences who could benefit from your products. Are there cross-promotion ideas you can use? Are there other industries or professions who could use your products? Yes, a bank might be your ideal customer, but let’s not forget insurance companies, investment groups, even financial software providers. Talk to analysts in your industry about trends and emerging verticals. Leave no stone unturned, and when creating content and thought leadership materials, make sure you include all of these additional audiences and the channels they frequent. These are leads that are just waiting on you to uncover them.
Understand Your Audience on a Deeper Level
Use data to better target your potential customer base. Think more like a B2C marketer might. After all, your customers are just people at the end of the day. Think about the lifestyle of your potential audience. What are they doing in their free time? Leverage those insights and data to better target your content. What are they watching on television, and if so, what? Think about what clothing your potential audience would wear, where they do their shopping, and what philanthropic things they’re likely supporting in your area? For example, when Western Union found that their customers valued a connection to home-cooked meals and traditions, they created an amazing campaign around sharing family recipes. This is well outside the traditional content marketing playbook — it had nothing to do with wire transfers at all — but it was a new way for them to connect to their key demographic. These are all data points that will allow you to further drill down in targeting to become not only more efficient, but more successful.
Use Your Internal Experts
Don’t forget to connect frequently with your greatest internal resource, your sales team. Find out what their biggest challenges are, and what you can do to help. Use that information to better craft your content, to better target, and to improve what you’re doing on the fly. I recently attended Pardot’s Sales Academy (look for a full post on that experience soon!), and learned first-hand what our team faces every day as they work to increase our customer base. This helped me brainstorm new things I can do on the marketing side to help. This alignment is key to becoming even more efficient and effective, increasing not only the quantity of your leads, but also the quality of leads.
There’s No Shame in Changing the Game
Lastly, never be afraid to admit what you’re doing isn’t working, or at the very least that it needs to be improved. Sometimes, one of the biggest roadblocks to our success is ourselves. Perhaps the one thing that’s keeping us from gaining even more leads is the fact that we’re set in what we were doing last year, because it was working last year. But this is a new year, and business environments change frequently. Once you can be comfortable with this, go back and review the tips above to see how you might do these things better.
Try reframing your thinking using these tips, and you just might find you uncover a bounty of potential customers for your funnel. This hidden stockpile of new potential customers will leave you smiling like a clever treasure hunter who finally found that pot of gold at the end of the rainbow.