Marketing within each industry is different, especially if you sell a product that has no physical presence. Because business-to-business (B2B) marketing funnels are longer, technology and software companies need to prioritize lead generation to create effective marketing campaigns.
What is Lead Generation?
For many marketers, lead generation is the primary goal.
To generate leads, you need to capture the interest of your prospective clients and entice them to give you their information. The purpose of gaining the lead’s data is to nurture your company’s relationship with them. Once you have your leads’ data, you can send them specialized marketing campaigns.
Because B2B decisions tend to require more time, the B2B marketing funnel is longer. The longer marketing funnel for B2B technology and software companies means lead generation is essential. A longer funnel makes more leads drop because of the length of time. Increasing the number of quality leads will result in more customers. Nurture your prospects until they’re ready to purchase!
How to Generate Leads
1. Offer a Subscription-Based Model
In the technology and software space, giving your product away for free is essential. The Software as a Service (SaaS) model is growing rapidly because it’s easy to attract customers. And who doesn’t like free stuff, right?
How many times have you signed up to receive a free trial for a technology or software service? Probably way more times than you’ve purchased one without a free trial. That’s why the subscription-based model is so effective.
B2B SaaS is an excellent piece in your overall marketing strategy. Continuously nurture your prospects and build a relationship with them throughout and after their free trial. To record your leads’ data in the B2B SaaS marketing model, create a landing page where your lead will fill in their information to receive their free trial.
2. Build Interactive Landing Pages
It’s not enough to just have landing pages. They have to be interesting, enticing, and easy to navigate.
Landing pages are an integral part of the marketing mix. It’s the deciding moment: will your prospective client fill out the form, which grants you access to their name, phone number, email, and other sensitive information?
Plus, you have to battle the stigma of email marketing. Most prospective clients know you’ll add them to your email list. You need expert copywriters and graphic designers to ensure your landing page propels your prospective client into taking action. A landing page will make someone want to fill it out.
There are lead generation companies that specialize in creating landing pages for businesses like yours. Some even create landing page templates!
3. Work with Influencers
Don’t underestimate the power of working with influencers. Around 49% of customers depend on influencers to make purchasing decisions. Influencers are more trustworthy than brands, and they have a larger, more loyal following.
Here are the benefits of influencer marketing: it improves your brand awareness, enriches your social media strategy, targets your audience efficiently, and creates valuable partnerships.
To build a relationship with Instagram influencers, give them free products, services, or money for them to market on behalf of your company. Supply your influencers with your landing page URL so you can capture the data of the leads they generate.
Generate Leads Easily
ZGM can generate high-quality leads for your company. Why do the work yourself when our digital strategists can create effective, engaging campaigns for you?
Contact us today to learn more about our services!