B2B marketing and lead generation have always been challenging. Fortunately, marketers have an arsenal of tools at their disposal to ensure they make meaningful connections with prospects. When implementing a marketing strategy, it's important to consider multiple channels to engage with leads. Some of the most effective include the following:
- Content marketing: This tactic has caught on like wildfire, and 93 percent of B2B firms report using content (1). Not only does this tactic increase brand awareness, but it also boosts search engine optimization results. Content is an effective way to amplify your organic search presence.
- Social media: Similar to content, these channels are excellent for building brand awareness, but they can also be used as a lead generation tool. LinkedIn and Twitter are increasingly becoming more effective in the B2B world (2).
- Event marketing: Although Internet marketing channels are more popular than ever before, there is still a time and a place for events. Conferences and trade shows may help brands connect with new prospects in person before using online channels as a form of lead nurturing.