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Lead Generation for Specific Verticals - A Guide for B2B Companies

Lead Generation for Specific Verticals: A Guide for B2B Companies

Lead Generation for Specific Verticals - A Guide for B2B Companies

Generating high-quality leads remains to be a top priority among B2B companies in Australia. In fact, these businesses opt to increase their marketing budgets to focus more on their lead generation campaigns. This would involve researching and implementing lead generation approaches to apply in certain vertical markets.

A quick recap first. A “vertical market” refers to any specific audience with very specific needs. If a B2B company decides to sell to a vertical, they will have to come up with a product and the right marketing strategies accordingly. Verticals are never homogenous, so the challenge for B2B companies is to determine specific marketing approaches.

For this reason, it wouldn’t be best practice for B2B companies to treat their verticals the same way across the board. Indeed, a vertical market has to be approached with caution.

 

Going deeper into not-so unfamiliar territory

As expected, knowing how to engage specific audiences is an issue B2B companies will have to iron out. Much of the challenge is on creating specific messages in a way that relates to a vertical market. Take as an example, financial tech products, and services

If you are going to structure your message based on a general understanding of Fintech products, you will be aiming too broad. This would mean you will be engaging and selling to enterprises that don’t actually need your solutions, wasting time and money in the process.

After all, Fintech covers a wide range of audience niches. For your marketing to make an impact, focus your resources and activities on specific demographics and needs rather than flood your audiences with generalized messages. It helps to sell to sub-groups, but you will have to admit, using audience specific data adds to the complexity of your lead generation efforts.

Related: Niche Marketing: What Works Best for Your Industry?

 

Making an impact

With all that being said, it’s crucial for B2B marketers to implement an effective means of targeting specific verticals. Doing so will definitely help their organizations in the following areas:

 

Conversions

You will be able to create specific messages that will translate to better conversion numbers. Certain verticals engage with differently with the kind of messaging you churn out, so creating the right messages for these verticals will drive downloads, opt-ins, and sign-ups better than creating a landing page for a general audience.

Related: The Top Five Marketing Channels In Terms of Conversions

 

ROI

You have to admit that ROI should always be an important metric that influences your overall marketing strategy. In this sense, with the high amounts of conversions a vertical marketing strategy brings, you are able to appropriately maximize allocate your funds and get higher returns from specific markets.

 

CRM

In terms of customer relations, vertical lead nurturing can be leveraged to drive brand resonance. Because you are focusing on segments, you are able to deliver the right messages that result in higher engagements.

Related: Best Practices in Data-Driven Marketing You Wouldn’t Want to Ignore

 

Strategies to consider

Considering the advantages that lead generation for vertical markets entail, it’s important to use the right approaches in the way you drive your B2B marketing efforts. If you opt to target specific verticals in your lead generation, make sure to apply these strategies.

 

#1 Content marketing

As a marketer, you know full well how vital content is to all your efforts. For a start, you need to draft a content marketing plan that targets specific audiences. For this, you will have to create separate site pages that cover specific niches. For example, going back to Fintech products, you can opt to create a page for each audience you target, such as banking institutions, car insurers, and even mortgage lenders.

Related: Content Marketing to Conversions: Is It Really Possible?

 

#2  SEO

A good content strategy is supported by an even better SEO strategy. With that said, keyword research has to be done before implementing your content marketing plan. Make sure to use industry-specific keywords in your content to drive the right people to your site.

Related: 5 Easy and Actionable SEO Tips for 2018

 

#3 Lead management

Managing a large amount of data can be streamlined using an appropriate lead management system. Using this system, you can effectively divide your audiences into segments based on their demographic profiles, manage your content creation, and deliver specific content to these audiences. Moreover, data cleansing features can make sure your contacts are updated regularly and prevent bad data from misleading your marketing efforts.

Related: The 5 F’s of Data Hygiene for Deeper Sales Conversations [VIDEO]

 

Want to know how else to drive leads through vertical markets in Australia? Use the right data cleansing and verification tools for your business.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

Digital Marketing Trends That Will Drive Your Content Strategy for 2019
7-Digital-Marketing-Setup-Tips-for-Startups
By-The-Numbers-Marketing-Stats-that-Drive-Top-B2B-Industries-in-2019
Lead Generation for Specific Verticals - A Guide for B2B Companies

Lead Generation for Specific Verticals: A Guide for B2B Companies

Lead Generation for Specific Verticals - A Guide for B2B Companies

Generating high-quality leads remains to be a top priority among B2B companies in Australia. In fact, these businesses opt to increase their marketing budgets to focus more on their lead generation campaigns. This would involve researching and implementing lead generation approaches to apply in certain vertical markets.

A quick recap first. A “vertical market” refers to any specific audience with very specific needs. If a B2B company decides to sell to a vertical, they will have to come up with a product and the right marketing strategies accordingly. Verticals are never homogenous, so the challenge for B2B companies is to determine specific marketing approaches.

For this reason, it wouldn’t be best practice for B2B companies to treat their verticals the same way across the board. Indeed, a vertical market has to be approached with caution.

 

Going deeper into not-so unfamiliar territory

As expected, knowing how to engage specific audiences is an issue B2B companies will have to iron out. Much of the challenge is on creating specific messages in a way that relates to a vertical market. Take as an example, financial tech products, and services

If you are going to structure your message based on a general understanding of Fintech products, you will be aiming too broad. This would mean you will be engaging and selling to enterprises that don’t actually need your solutions, wasting time and money in the process.

After all, Fintech covers a wide range of audience niches. For your marketing to make an impact, focus your resources and activities on specific demographics and needs rather than flood your audiences with generalized messages. It helps to sell to sub-groups, but you will have to admit, using audience specific data adds to the complexity of your lead generation efforts.

Related: Niche Marketing: What Works Best for Your Industry?

 

Making an impact

With all that being said, it’s crucial for B2B marketers to implement an effective means of targeting specific verticals. Doing so will definitely help their organizations in the following areas:

 

Conversions

You will be able to create specific messages that will translate to better conversion numbers. Certain verticals engage with differently with the kind of messaging you churn out, so creating the right messages for these verticals will drive downloads, opt-ins, and sign-ups better than creating a landing page for a general audience.

Related: The Top Five Marketing Channels In Terms of Conversions

 

ROI

You have to admit that ROI should always be an important metric that influences your overall marketing strategy. In this sense, with the high amounts of conversions a vertical marketing strategy brings, you are able to appropriately maximize allocate your funds and get higher returns from specific markets.

 

CRM

In terms of customer relations, vertical lead nurturing can be leveraged to drive brand resonance. Because you are focusing on segments, you are able to deliver the right messages that result in higher engagements.

Related: Best Practices in Data-Driven Marketing You Wouldn’t Want to Ignore

 

Strategies to consider

Considering the advantages that lead generation for vertical markets entail, it’s important to use the right approaches in the way you drive your B2B marketing efforts. If you opt to target specific verticals in your lead generation, make sure to apply these strategies.

 

#1 Content marketing

As a marketer, you know full well how vital content is to all your efforts. For a start, you need to draft a content marketing plan that targets specific audiences. For this, you will have to create separate site pages that cover specific niches. For example, going back to Fintech products, you can opt to create a page for each audience you target, such as banking institutions, car insurers, and even mortgage lenders.

Related: Content Marketing to Conversions: Is It Really Possible?

 

#2  SEO

A good content strategy is supported by an even better SEO strategy. With that said, keyword research has to be done before implementing your content marketing plan. Make sure to use industry-specific keywords in your content to drive the right people to your site.

Related: 5 Easy and Actionable SEO Tips for 2018

 

#3 Lead management

Managing a large amount of data can be streamlined using an appropriate lead management system. Using this system, you can effectively divide your audiences into segments based on their demographic profiles, manage your content creation, and deliver specific content to these audiences. Moreover, data cleansing features can make sure your contacts are updated regularly and prevent bad data from misleading your marketing efforts.

Related: The 5 F’s of Data Hygiene for Deeper Sales Conversations [VIDEO]

 

Want to know how else to drive leads through vertical markets in Australia? Use the right data cleansing and verification tools for your business.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

Digital Marketing Trends That Will Drive Your Content Strategy for 2019
7-Digital-Marketing-Setup-Tips-for-Startups
By-The-Numbers-Marketing-Stats-that-Drive-Top-B2B-Industries-in-2019
Hyperlocal Advertising Works Well in Australia, Here’s Why

Hyperlocal Advertising Works Well in Australia, Here’s Why

Hyperlocal Advertising Works Well in Australia, Here’s Why

You can never go wrong with hyperlocal advertising. It might sound like nonsensical jargon that only the millennial clique would understand, but it is actually a real thing. Today as individuals and organizations are flooded with endless streams of information, it has become crucial for B2B businesses to improve the accuracy of their marketing campaigns.

Now, this would involve creating content that appeals to a specific group. But creating industry-specific content is just not enough to reach out to one’s target audience. Apart from budget requirements and industry affiliations, location is also vital in creating messages that engage the right people. To achieve this involves going hyperlocal in the way you create and deliver your content.

When was say “hyperlocal,” it refers basically to the geographic location of a target client. When this is applied to marketing, every effort to reach out to the client should come with knowing the prevailing culture and trends of the area.

It is safe to say that this approach is one way for marketers to bridge cultural (and of course, geographical) gaps that are separating them from their audiences. But the question remains, does it also work well for companies in Australia?

It certainly does. Location-based marketing is one way to locate clients and communicate with them in their terms. Companies in places like Perth and Brisbane, for example, can make use of location-specific content that would enable them to tap clients within and outside of Australia. It wouldn’t come as a surprise when a company in Melbourne is able to generate a lead in Darwin or in Toronto or even in Tokyo.

Aside from such a benefit, this approach can also deliver other advantages as well:

Related: A Short Marketing Guide for Australian States

 

Understanding customer needs

Aside from knowing the location of potential clients, a location-based strategy also allows you to identify pain points, making it easier for you to generate content that would capture anyone’s interest.

For now, artificial intelligence will certainly remain as a relevant aspect of market research and lead nurturing. As client standards have become difficult to meet, enterprises will have to spend a great deal of effort and resources in understanding their needs and shaping their messages accordingly.

With hyperlocal marketing, analyzing audience preferences becomes easier since the culture of one’s location would help you better understand your audience. What’s more, it allows you to identify the extent of a location’s influence in decision-making, thereby enabling you to create content that with emotional and communal significance.

Related: Knowing the Different Buying Signals Will Make You A Better Salesperson

 

Making your engagements real and organic

Audience outreach has always been an important component in running a business, so it makes sense to do a good job at it.

By being able to analyze the dominant trends in your client’s hometown, you are actually putting your client first before everything else. Outreach efforts should always go this way, and hyperlocal content would definitely allow you to foster stronger and beneficial linkages with a potential client.

Relationships should always be organic, and what better way to express this basic fact than by using location as a way to relate to your audience.  Brand loyalty is an obvious result of this, and indeed, companies that put a lot of effort in understanding their audiences are likely to achieve this goal.

 

Giving startups something good to work with

Startups, especially in the field of tech, will often make do with what little resources they have. Unlike the bigger fishes that dominate their industry, these seedlings are incapable of maintaining large-scale marketing campaigns, let alone implementing one.

Going hyperlocal, however, is a more practical approach in acquiring initial successes as an infant firm. With the minimal budgets that they have, startups can still create effective lead generation campaigns by focusing their resources on one location.

Related: Lessons from Australia’s Top Tech Firms

 

Expanding your reach

Hyperlocal campaigns do not only yield results in the locations where they are being implemented.

When an individual or an organization from a particular location is interested in a certain offer, you can bet your bottom dollar that this will open you to access more opportunities. Content aimed at a specific geographical group doesn’t only yield interest, but it also enables prospects to make referrals within their own networks.

When you tap someone based on their location, expect him or her to suggest your brand to a person in their Facebook friends list or a neighbor – who happens to be a CFO of a company that fits your audience preferences.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Contact us or Dial +61 2 9037 2248

Add us on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide on targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

Digital Marketing Trends That Will Drive Your Content Strategy for 2019
7-Digital-Marketing-Setup-Tips-for-Startups
By-The-Numbers-Marketing-Stats-that-Drive-Top-B2B-Industries-in-2019