There is no magic trick to generating more and better B2B leads in the blink of an eye. Simply because not every potential customer decides at the same speed. How quickly your lead is ready for conversion depends, among other things, on your product or service, and the sector in which your company operates. What does significantly increase your chances of success? Taking a close look at your customer journey!
High-quality leads aren’t just up for grabs, especially in a B2B context. It often involves larger sums and therefore longer decision-making processes. In other words, your potential customers need time to get to know your brand, product, or service better.
Trying to persuade someone who encounters your brand for the first time on Instagram or LinkedIn to request a quote immediately? Not the best idea. You wouldn’t just ask a complete stranger passing you on the street for their phone number, would you?
The key is to fully utilize your customer journey. It is important not to skip any steps. Every single phase in your B2B customer journey is an excellent opportunity to generate unique, relevant leads. Which channel and conversion point you use best for each stage is something that requires careful thought.
No two customer journeys are the same. That’s why at Expliciet, we develop a tailor-made trajectory for each of our clients, with a view to the strongest possible B2B lead generation. While we might divide the journey into three stages for one client, there could be four or five for another.
What always remains identical is that we work from a broad to a more select target group. While we focus on creating awareness at the beginning of the customer journey, we build more and more trust in later phases.
No two customer journeys are the same. That’s why at Expliciet, we develop a tailor-made trajectory for each of our clients.
How do we at Expliciet make the difference for our clients? By deeply analyzing the online behavior of their target audience at every stage of the customer journey.
A PRACTICAL EXAMPLE
Phase 01: how often has someone watched a brand video on the client’s website?
Phase 02: through remarketing, we offer the most engaged viewers a low-threshold conversion point on social media, for example, an invitation to view a number of references or to download a white paper.
Phase 03: who liked or shared the post in question, who clicked through to the website, who downloaded the white paper? We try to convert the most enthusiastic ones towards a demo or quote request in the next phase. The path to get there differs from client to client, but the principle remains the same: we filter only the most relevant leads from each phase to achieve sustainable B2B lead generation. A strategy that you can continue to fine-tune, by the way. Over time, this results in a predictable lead flow that you can open or close (further) based on costs and ROI.
If you remember one thing from this article, let it be this: respect your customer journey. Don’t skip steps and don’t scare off potential customers. We are happy to help you gain more insight into the right pace and the right content for your specific customer journey.
Do you have questions about B2B lead generation or are you looking for a suitable partner to manage your customer journey effectively and efficiently? Send us a message and we will be happy to invite you for an introductory meeting at our office.