In any kind of business, sustainable growth is impossible without expanding your reach and attracting new customers, which spells turning average site visitors into leads. While for B2C ventures, the potential clientele is the total population of the Earth, B2B leads are harder to come by since they aren’t that numerous. That is why B2B lead generation is a harder nut to crack, causing companies to go all lengths in order to win corporate consumers to their side.
Now Lead Generation Will Be Easier Through B2B Market Research
Market research is commonly understood as a technique of collecting, analyzing, and interpreting various business-related data that is highly instrumental in addressing a whole gamut of commercial challenges and developing an overarching marketing strategy.
An essential element of such a strategy is finding business sales leads that have all chances to augment your B2B client base and bring a stream of revenues into your coffers.
Why Market Research is an Effective Tool in B2B Lead Generation
Market research can be a powerful engine that will enhance the business efforts of every B2B digital marketing agency aimed at successful B2B sales lead generation. Where does it come in especially handy?
1. A deeper understanding of customers
By holding regular surveys you can create a 360-degree view of your clients. Who are they? Why do they acquire your products? How often do they do that? How do they like them? Once you get answers to these questions, you will realize how the obtained image fits into your vision of an ideal customer and discover where you are wrong in your expectations.
2. Identifying the standing of competitors
Assessing the niche, you will see who is outperforming its adversaries and in what aspects. You will be able to have a closer look at your competitors’ success and see where your shoe pinches. What do they do better than you? Where do they lag behind? Knowing this, you will learn why your business leads are eventually converted into your rivals’ clients.
3. Pre-launch product testing
Before investing heavily into any business idea, you should discover whether it holds water (both operationally and financially). Moreover, you will see what marketing approach you should adopt to take the shortest cut to your customer’s heart and wallet.
How to Use B2B Market Research for Lead Generation
There are several key processes that can be drastically improved by leveraging market research.
1. Valuable MQL Detection
Marketing Qualified Leads in B2B sphere are companies that stay within an ace of becoming your clients. They have opted into a program of yours, downloaded some data from your site, or submitted contact information on their own initiative. Which of them should you target first of all to complete their conversion? Of course, those who are likely to generate the largest profit. Market surveys furnish you with the information on the size of their organization and funding stage that can help you sift the most valuable leads out and get at them hammer and tongs.
2. Identification of Business Leads’ Readiness to Buy
By asking leads a direct question in a survey whether they plan to make a one-time purchase or are considering long-time cooperation, you can determine how they see your future cooperation.
3. Revision of your Content Strategy
Market research can help you discover mainstream trends in your industry and check whether your content fits them. By polling your B2B leads, you can add more infographics or enlarge the product characteristics section thus catering to their needs.
4. Pain Point Elimination
Bottlenecks and issues can be found both in the quality of your products/services or in the way you sell them. In either case, market research helps you identify problems and take steps to improve UX by eradicating them.
In the age of total digitalization, market research can be conducted via leveraging respective software.
Tools in Market Research to Generate B2B Leads
There is a wide array of tools that can be utilized in performing B2B market research. They are honed to tap various data related to your customers.
Some of them (like Google Keywords Tool) can give insights into the way people search for products and services in your niche, others (for instance, Klout, Kred, or Peerindex) allow you to identify top influencers in your industry, still others (KeySurvey) enable creating questionnaires. And there are comprehensive tools (like Google Trends or Google Analytics) that create a broad-scope picture of your potential clients.
Yet, whatever tool you might opt for, you should make sure your messages reach your addressee since email is universally recognized as the major means of building and maintaining rapport with the clientele.
The best way to do it is via a spam checker. This state-of-the-art software can help you monitor the deliverability of your letters since the email spam checker is designed to avoid spam filters and dodge blacklists. Once you install it, your B2B email lead generation will grow apace as well.
To go big-time in B2B commerce, you can’t rely on anecdotal evidence and entrepreneurial instinct. When used on a permanent footing, market research is a solid crutch in understanding key needs of your clients and the consumer environment in general, which is sure to tell positively upon the efficiency of lead generation