COVID-19’s threat worldwide was an unexpected event for many sectors. For most businesses, the main challenge of 2020 was maintaining their client base. Due to the economy’s unpredictability, many companies had to let go of clients and staff to focus on sustainability for the short-term. 

The market is gradually recovering from the severe recession of the first few quarters. This is why business owners must think in the long-term by reclaiming and attracting new clients to their service.

The end of the final quarter demands a re-evaluation of old strategies to see if they’re still effective in the following year. For business-to-business (B2B) markets, it’s necessary to recalibrate different approaches to attract new clients.

Effective lead generation strategies for B2B firms

The development of advanced technology led to increasing demands from educated consumers. This creates greater expectations for their buyer’s journey to be seamless and free from unnecessary delays or errors. Because of this, business owners opt to strengthen their processes by relegating different functions of their operation to partner companies. This is where B2B brands find their niche demographic. B2B firms must be competitive to generate leads in a time when companies are looking for reliable business partners.

If you want to generate more leads, here are three B2B marketing strategies you should implement:

1. Publish quality content

Content is the web’s currency and with good reason. Content marketing works best by improving your business’s credibility and boosting consumer trust. However, the content’s purpose isn’t just about developing your image. Brand visibility is a crucial contributor to attracting potential clients. This is why many business owners seemingly spend much of their budget on marketing efforts that don’t prioritise sales opportunities.

Carefully curating your content increases your search engine rank, contributing to your brand’s organic reach. By integrating strategies like keyword placement, link building, and off-page SEO, you can drastically enhance its visibility to search engine web crawlers.

2. Commit to high posting frequencies

B2B buyers often look at your content frequency to see if you’re staying up-to-date with industry news and essential information. These prospective leads use your content to judge whether you’re a capable service to invest in.

If publishing quality content gets your clients’ attention, developing a frequent posting schedule maintains their interest. Regularly publishing content that offers educational or entertaining pieces will make it easier to generate leads. Instead of investing your efforts on long think pieces four times a month, you should work toward increasing your posting frequency to quadruple those numbers.

3. Automate your marketing processes

Automating business processes is a trend in all sectors, from eCommerce establishments to accounting firms. B2B companies must optimise their email marketing and customer relationship management (CRM) tools. Although your sales reps and customer helpdesk staff are present, you shouldn’t burden them with menial tasks in your sales funnel. The more time they spend interacting with live customers, the more opportunities you’ll have to increase your client base.

Conclusion

It’s undeniable that many businesses had trouble with the first and second quarters of 2020. Even if you’re one of the few surviving companies in your industry by the end of the year, it’s not a cause for celebration. For those who were lucky enough to maintain their operations, the next year’s market conditions will continue to be more competitive. Expect young and old firms to make a comeback to start the year anew.

Investing in the latest digital tools is an excellent way to gain an advantage over your competitors. At Leadbooster, we provide B2B companies with innovative tools to optimize their business. If you need B2B lead generation services in Norway, contact us today for a free demo!