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Is Your B2B Marketing a Revenue Winner?

Dave Thomas

March 02, 2016

What drives your revenue stream at the end of the day?

For some businesses, it is the quality of their products or services that put them over the top. Others, meantime, have stellar employees and a customer service approach that keeps clients coming back. Still others rely on marketing campaigns that are hard for competitors to top.

When you put all those intangibles together, you’re still left with one key missing component, leads.

In order for your small business to stand out amongst the competition, where do you turn for the best B2B leads?

Leaders Attain and Retain the Best Leads

If your small business has a great product or service, employees that go above and beyond the call of duty with customer service, and marketing campaigns that truly are worth the time and effort you put into them, you still need new prospects to target on a regular basis.

While some companies take it upon themselves to try and put together a formidable stack of leads, others have found that turning to providers like Lead Roster proves much more fruitful.

For starters, take the time to research your intended audience when going after new B2B leads. If you’re not gathering the leads on your own, make sure any provider you work with has a proven track record of delivering quality leads.

One of the biggest questions you will ask yourself as a small business owner is are you attracting the right leads in order to increase your revenue stream?

You can amass hundreds and hundreds of leads, but if only a small percentage of them are worth your time, you’ve just spent time and money essentially getting nowhere.

When you have solid B2B leads with which to work with, you put your brand at an advantage, but there is still a fair amount of work to do in order to turn these leads into sustainable revenue.

Part of that work is having marketing content that rises to the top of search engine rankings.

Your Content Truly Matters

Whether you do your content marketing in-house or outsource a large portion of it, it still must resonate with prospects.

Your content is best served when you have a workable and dedicated blog.

By providing quality and regular content to the blog, you should see an uptick in your website’s visibility on Google and other search engines.

One note on content; don’t “fill space” just for the sake of having content. It is better to write a few solid pieces of content each month to increase your search engine rankings than to literally fill space each day.

Secondly, you stand to increase your revenue through B2B marketing when you promote said content on social media.

While promoting the content, you can also be searching for new leads, especially on sites like LinkedIn.

Considered by many to be the gold standard in the business community, LinkedIn is a great social venue to prospect for new leads.

The key here is to become active in discussion groups, showing you and your brand to be authoritative figures in the small business world.

While you don’t want to come across as too sales heavy in any group you are partaking in, there is nothing wrong with the occasional link back to your site. Those links can be to specific blog posts of relevance to the group, whitepapers, podcasts, videos and more.

Finally, another critical component to turning your B2B marketing efforts into a revenue winner is capturing and analyzing your leads’ efforts.

Start by reviewing your leads to see what is working with prospects and what needs some tweaking. Remember, the goal is to always maintain a hot leads trail.

Are you contacting your leads on a regular basis? Do you follow up with those who were a little indecisive about doing business with you? Can prospects easily reach out to you when they want more information about your business? Are you providing mobile-friendly marketing initiatives?

These are just some of the areas that you need to regularly address and answer so that your B2B marketing efforts prove a predictable revenue winner.

As a small business owner, what has and hasn’t worked for you in capturing substantive B2B leads?

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