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Use business intelligence for better B2B lead generation

Many B2B marketing agencies look to carefully curate their audiences to gain the most effective leads. Businesses can do this through a variety of digital advertising tactics during the inbound marketing phase. However, businesses often fail to leverage the information they already have. In order to create an effective B2B marketing campaign, companies should use business intelligence to capitalize on their leads’ interests.

To use business intelligence for lead generation, you should understand what business intelligence is and how to implement it during inbound marketing efforts.

What is business intelligence?
According to Search Data Management, business intelligence is defined as ” … a technology-driven process for analyzing data and presenting actionable information to help corporate executives, business managers and other end users make more informed business decisions. (1)” BI is often comprised of tools and systems that play large roles in strategic marketing and planning. Furthermore, these systems can gather, retain, access and analyze multitudes of data to aid in business decision making, according to Webopedia (2). Business intelligence usually gathers info on terms such as customer profiling, customer support, market studies, product profits, market segmentation and more. This data is gathered using multiple databasing software programs at a time.

How to implement business intelligence in B2B marketing
Business intelligence can help B2Bs create more cohesive marketing campaigns across platforms such as email, social media, mobile and Web design. It can also be used to gain new insights on target markets. Here are four ways that business intelligence can be used in your marketing efforts:

1. Digital advertising
According to Small Business Trends, business intelligence can be used to aid in digital advertising efforts (3). For example, demographic information can be used to find deep insights in a target audience. This intelligence can then be applied to geotargeted campaigns. Businesses can use data such as consumer purchase behavior to drive targeted email marketing campaigns as well. For example, sending a discount code online to frequent buyers may increase profits.

2. Content strategy
Content marketing is growing popular with B2Bs. As such, using business intelligence to improve content marketing can help businesses generate more leads. For example, business intelligence may show that most buyers are located in a specific online social media group. A company can then work with a B2B marketing services company to determine the best course of action in content marketing strategy. This way, businesses can choose the content that will reach their audiences most readily.

3. Visitor vs. buyer ratio
Along with general business analytics, business intelligence can also be applied to landing page statistics. Many landing page analytic services have the option to view click-through rates. This can help a business determine what tactics they must use to generate leads. For example, users that first sign into a site may be prompted with a “sign up for this newsletter” box. The click-through rate ad form submissions can be measured on that box for more accurate record keeping.

4. Keyword usage
Business intelligence can help a brand figure out which keywords are garnering the most attention with leads. According to The Huffington Post, lead generation can happen effectively when keywords are properly tracked (4). For example, certain keywords in your database may have a high click-through rate for lead generation yet fall flat in social media efforts. In cases like these, using specific keywords for lead generation and others for lead conversion can help a business segment these two parts of the marketing process.

(1). Business intelligence (BI)
(2). BI – business intelligence
(3). 5 Ways Business Intelligence and Online Marketing Can Work Together
(4). How Business Intelligence and Online Marketing (Should) Intertwine

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.