B2B Digital Marketing and Lead Generation: What 99.99% of All B2B Companies Need
As I explained in my last blog post, I recently attended the Composites and Advanced Materials Expo in Annaheim, CA. Since my particular area is in B2B digital marketing, I was asking people how they get their marketing done, who handles their search engine optimization (SEO) and whether their website is generating enough leads for them. I talked with both large sophisticated companies as well as small family-owned businesses , and here’s what I found:
Of those looking for more leads, some chuckled and sheepishly admitted that they haven’t updated their website in eight years (or something like that), while others felt that their website was “OK” but didn’t feel that it was generating as many leads as they would like. Oddly enough, I did find one guy who didn’t want any more leads (!?!)…He said his company couldn’t handle any more business at the moment (clearly he has other business challenges that he needs to address first).
In general, there are three different categories:
- B2B Digital Marketing Masters: Less than one fifth of all those I spoke with are confident that their website is generating a steady stream of strong, viable leads for their sales team to follow up on.
- B2B Digital Marketing Skeptics: A surprising percentage of attendees did not feel that their website could do much for them and were not enthusiastic about what digital marketing could do for them (clearly, these folks haven’t talked to those in category #1).
- B2B Digital Marketing Missed Opportunists: More than half the people at the show felt that their digital marketing efforts could be doing a lot more to generate leads for their company. My guess is that these companies are losing business to those in category #1. The good news is, they have the opportunity to jump ahead of those in category #2.
In an industry of such extreme and constant innovation in composites, it seems funny to me that they wouldn’t feel the same way about their sales and B2B digital marketing efforts.
It was also interesting to note that the 17% who were happy with the leads they are getting are the companies whose websites are updated and who have strong search engine optimization and digital lead generation programs already in place.
If you are one of the companies in category #3 (or even #2) and would like to talk about what you need to do to get more from your digital marketing, I urge you to sign up for a free consultation about how to make your digital efforts work harder for you.