Efficient and productive lead generation has been (and always be) the main priority of B2B marketers. It’s the most direct route to sales and business growth, but the reality is lead gen is hard work. 58% of B2B marketers identified lead generation as their top marketing challenge.
Marketers who depend on basic information like age range, demographics and average revenue can create basic buyer personas and account profiles. However, that’s not sufficient to for the relevant content and engagement that b2b buyers pay attention to.
With constant changes in buyer behavior and requirements, gaining current, useful data about target audiences has become the foundation of lead generation performance. Brands want more context around buyer behavior, and intent data is an ideal solution. It brings together intent signals about active intent behavior from real people from across the internet.
Poor data quality reflects information about buyers and prospects that could be:
- Duplicate entries
- Missing contact fields
- Wrong entries
- Misspellings and typos
When brought into your database, bad data creates an obstacle to healthy B2B lead generation. To fix this problem, identify and verify the data you collect or work with a partner who does. Your database and the campaigns that draw on it benefit from contextual, intent-based data. This intent intelligence could include website behavior, history of content engagement, relevant search topics, as well as verified contact information like name, email and phone number.
There are now roughly six to ten people involved in B2B solution purchases. Reaching each of them with the appropriate message is a complex strategy. Intent data streamlines the process by discovering how prospects in specific job functions research business problems online. It empowers you to identify prospects within buying groups and reach different members with content that’s useful to their role in the decision.
83% of B2B marketers claim to use content marketing for lead generation, but unless that content is relevant, it’s wasted. Yet the remedy is simple – be useful. Understand their preferences, needs and pain points. Talk to your sales colleagues and to current customers. Learn what questions send them off on a search, and what topics are involved. To build authority and earn credibility, be consistent and deliver valuable content that answers their questions.
Lead generation is the lifeblood of a business, so don’t let these challenges hinder the process. Focus on solutions that pave the way for quality leads, increased ROI and stronger growth.
Want to learn more about lead generation tactics? Continue with these articles:
AI for B2B Lead Generation: 3 Ways to Start
Intent-driven Blogging: Lead Generation for B2B Marketers