How Data Can Be Used to Improve Your Lead Generation Strategies
Few things will have a bigger impact on the success of your B2B business than the lead generation strategies it employs.
Winning strategies don’t just produce an impressive number of leads. They’re also designed to ensure that these leads are qualified and are likely to convert.
3 Ways to Improve Your B2B Lead Generation Strategies with Data
Therefore, if you want higher profits, you need better lead generation strategies.
And if you want better lead generation strategies, your B2B company must understand how to use data to drive them.
1. Add UTM Tags to Your URLs
One of the most important tasks for a B2B marketer is determining the source of traffic to their company’s website.
The vast majority of marketers rely solely on Google Analytics for traffic sources, but this solution, while a good start, leaves a lot to be desired.
This is especially true for B2B marketers who should be relying heavily on email marketing. Do you know when an email brings leads to your site? Most marketers just assume that if they send out an email and traffic goes up, it must have been a success, but they can’t be sure.
If they sent out multiple emails to their different segments, the problem becomes even bigger.
This is where UTM tags come in, one of the best things to ever happen to B2B lead generation strategies.
By adding a UTM tag to your URL, you’ll know exactly where the link is being clicked. For example, one UTM tag may be for your newest LinkedIn post. Another may be for an email you send, and another could be for the link you just put on a Facebook update.
Now, you’ll know how your different segments are responding and can use this data for future efforts.
2. Personalize Your Content
More than half of B2B companies are using personalization as part of their content marketing campaigns. B2B buyers have even come to expect personalized content, which means many – maybe even the majority – of your leads will leave your funnel if they begin to feel as though you’re giving them the same versions as everyone else.
While there are a number of ways to personalize your content, most companies stop short at using a recipient’s name in emails or using demographic data to improve content segmentation. These are definitely sound approaches, but they’re also far from the best use of your data.
Instead, personalize your lead generation strategy with these two resources:
- Firmographic Data: Information related to a visitor’s company, industry, title, job function, etc.
- Behavioral/Engagement Data: Analytics that tell you about how they’ve already interacted with your content, which pages they’ve visited, what they’ve clicked on, etc.
The former can be leveraged by associating an IP address to a visitor during their initial visit. The second can be gleaned from Google Analytics and similar platforms.
3. Retarget Your Qualified Leads
Finally, no B2B company should be without the power of retargeting. This amazing tactic ensures that your strategy doesn’t have to end just because a lead leaves your site.
Instead, it allows you to continue showing ads to leads on other sites, reminding them of the benefits your B2B company has to offer theirs.
There is no shortage of platforms to help you do this, either. Just a few popular examples include:
However, this endorsement isn’t to say that retargeting is necessarily easy. Don’t make the mistake of thinking that investing in one of these platforms is all it takes to see success.
While they will help place your ads on the most relevant sites, companies that have the highest retargeting ROIs are those that collect as much data as possible on their leads. They then use this data to create ads they know will grab attention, gain clicks, and set up leads for conversion.
The Data You Need for Better Lead Generation Strategies
Gone are the days when B2B companies could employ lead generation strategies based on “best practices” and simply do their best to refine them over time.
In the Digital Age, competition is stiffer than ever before – a trend that isn’t going to reverse.
At Hushly, we’ve created a user-friendly, straightforward approach to collecting some of the most important data B2B companies need for successful lead-generation campaigns. This includes a verified email address, which you can use to connect to an IP address.
If you’d like to see our platform in action, please request a free demo today and we’d be happy to take you through the process.