Impact of Covid-19 on B2B marketing
The epidemic created a sense of urgency among B2B sales force leaders; nevertheless, buyer trends were moving long before COVID-19 took effect. With technological advancements and the ease of internet navigation, B2B buyers were already responding to the decline of the onsite meeting, the junction of inside sales and field sales activities, and the adoption of digital marketing tools by both sellers and buyers. B2B leaders must begin using buyer-centric sales tactics in order to respond to the continuously changing industry. Traditional sales leads are becoming a thing of the past. Rather than focusing on what has previously worked, look for fresh leads through media output and interest, existing client referrals, and mutually advantageous service exchanges. You can also look for an accurate email subscription list to find fresh and active contacts to revitalize your business.
As a result of the global epidemic, sellers travel significantly less or not at all, leaving them with much more time on their hands but the same, or even higher, targets to meet in the coming quarter. While the salesman may be looking forward to a more aggressive travel schedule as the globe adjusts to a new normal, it is unclear whether clients want them back as often as they did previously or whether businesses will allow for vendor trips as frequently owing to legal considerations. Over 70% of business-to-business decision-makers choose remote human interactions or digital self-service.
But, how can companies maximize their lead generation methods for the post-COVID economy? This article will highlight five lead generation strategies for the post-COVID environment.
Top 5 strategies for B2B sales lead generation in a post-COVID environment
If you want to stay in business in the future, you must adapt. There is no time to wait, postpone, or observe how things unfold. The moment has come to assess your marketing plan and make any necessary modifications. Here are 5 crucial tips you can consider-
1. Understand your Clients' demands
Organizations must better facilitate sales lead gen efforts in the new environment rather than telling their B2B salespeople to make individual modifications. Salespeople are currently expected to spend more time prospecting, communicating with clients via communication platforms, and hosting online events. While these measures are beneficial, they are insufficient to help the seller cover a significant gap in their pipeline, especially for those who do not have the luxury of a real email address list or consistent renewal business. To generate more leads, B2B salespeople must meet their prospects where they are, that is, online. As part of this effort, your sales team must establish themselves as thought leaders in their respective disciplines and contribute to digital debates in novel and intriguing ways. And in a digital context, they must leverage client-specific and industry-focused solution selling, which is more important than ever.
2. Create concise content that explains the firm's industry offers
It is vital that the content your team creates is "outcome-based," focusing on the challenges clients have rather than the products the field sells. The team should put up the architecture for this content to be hosted on internal landing pages, but also for a portion of the content to be exposed externally through marketing teams on social and digital platforms. For example, the company we analyzed previously had hundreds of pieces of sales collateral dispersed over multiple locations. The cross-functional team concentrated on developing sales collateral for a narrow range of sectors, and all collateral pieces clearly expressed client value rather than product specs.
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3. Examine your previously stated "cold" sales leads
Too many businesses underestimate the significance of "cold" sales leads that were there in your email list for marketing. If you have sales prospects who hadn't received a follow-up call since before the crisis began, now could be an excellent time to contact them. Even if the prospective buyer was not ready to buy or was dealing with their own crises a few months ago, their circumstances may have improved. Some large corporations have not stopped spending but have shifted their expenditure into various areas or with different vendors. Some organizations may have adjusted their procurement process to be more advantageous to your company.
4. Build a solid Email List
Reaching out to individuals in your market is something you should start doing right now if you want to be successful in a post-pandemic era. Companies that didn't have a mailing list suffered the most in the epidemic. An email address list is a company's treasure when it comes to digital marketing. The mailing lists will provide you with benefits such as segmentation, personalization, and automation which are vital components in generating sales leads. Moreover, an email addresses list is a readymade source of sales leads because the contacts in the contact list are all 100% consent-based which indicates that they are interested in the services you're providing and ready to engage. With the help of the contact database, you can run geo segmented marketing, which will allow you to target only the audience you need. Furthermore, having a verified email list lessens your spending and increases your overall revenue.
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5. Leverage Email marketing
Email marketing, in particular, offers various benefits. If you own a company, you must have a strong internet presence. The most effective way to accomplish this is through online marketing, specifically email marketing. The impact of email marketing cannot be overstated. If we had to paint the benefits in broad strokes, we would say that email marketing is critical since it-
- Increases your audience significantly.
- Measurable and Scalable performance.
- It boosts your revenue.
- Maintains data ownership with you.
In a post-pandemic era, the importance of email marketing has skyrocketed since everything has become online. Email allows you to create a personalized relationship with people who want to learn more about your brand and convert them into potential customers. The best use of email marketing is not to sell but to engage with subscribers because marketers need to interact with potential leads and convert them into customers. However, in order to get the full benefits of email marketing, you must first create a strong list of email addresses. A good lists of emails will enable you to maximize deliverability, customer engagement, and segmentation.
Starting your own B2B lead generation campaign may appear to be a big endeavor, but if you want to expand your business in the future year, it is something you must prioritize. In the post-pandemic era, everything has changed from marketing to buying products. It is upon you to adjust to the altered environment and establish your business with a new approach. Take a look at these 5 strategies and analyze if your business requires the help of any one of these strategies. Adapting and implementing is the new rule that Covid-19 has taught us. This is now the new normal.