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The B2B buyer journey is longer and more complex than ever.
With quicker, easier access to more information, B2B buyers are taking more time to consider their options. They’re surfing Gartner or Forrester, weighing their options before they even consider talking to a sales rep.
With pickier customers and more competition than ever, generating real, high-intent leads is easier said than done. That’s where outsourcing for demand generation comes in.
7 services to create a bulletproof B2B demand generation strategy
B2B demand generation is a long-term game.
You must consider the entire funnel, with touchpoints that provide value, build brand awareness, and shift brand perception from solution provider to thought leader.
Let’s look at some services that offer outsourcing for demand generation.
1 – B2B data providers or buying lead lists
You may have asked, “Besides looking within my network, how do I find new leads?”
And you wouldn’t be alone! One of the easiest ways to test drive a B2B demand generation service provider is to purchase lead lists from independent B2B data providers. While this can be a quick way to get a large number of prospects at once, it’s important to choose the right provider.
Some important things to consider:
- Type of data — Is the data more than your traditional data points? Does it include high-value information such as annual revenue, revenue growth, company structure, or intent data (e.g., likelihood to purchase)?
- Accuracy — This can be an ROI killer. How accurate is the contact information? Is the database updated monthly, quarterly, or yearly? B2B data decay in your email marketing database can be extremely costly.
- Audience relevance — A long list of generated leads is great, but if they’re not within your target audience, it’ll waste money, time, and resources. Make sure the data provider you work with is well regarded in your industry and can deliver a high-quality, impactful lead list.
If done correctly, lead lists can be a quick, turn-key solution to gathering quality prospects.
Pro tip: When considering a lead list vendor, remember to ask for success stories from companies similar to yours. If they can deliver that, they’re probably the partner for you!
2 – B2B email marketing
You may be wondering how to use your lead list effectively.
One of the most practical ways to boost ROI, improve your bottom line, and accelerate your marketing and sales cycle is through B2B email marketing. 87% of B2B marketers distribute content via email, and 59% of customers claim email influences their purchase decisions.
Needless to say, no matter how long email marketing has been around, it isn’t going anywhere.
However, it’s essential not to take this strategy for granted. Only 33% of B2B marketers say that email marketing is a very effective channel in generating quality leads.
Related to that, the average email open rate in 2022 for B2B marketing in the tech industry was only 14%—much lower than other industry benchmarks at around >20%.
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Sound a bit like you?
Here are some of our quick and easy tips for running an effective email marketing campaign:
- Obtain or build a highly targeted B2B contact list.
- Segment your list by lead quality and use copy that’s relevant to their touchpoint.
- Personalize, personalize, personalize! We all notice a fake, spammy email.
- Include CTAs (calls to action). Guide them further into your funnel.
- A/B test your email messaging and subject lines.
Each step should be treated with equal priority. If your team is spread too thin, we suggest working with a trusted B2B demand generation services provider.
By outsourcing for demand generation, you’re setting your team up for greater marketing success. ViB Emails uses a simple approach: We take your existing email and amplify it to your ideal customers within our nurtured audience of millions of decision-making tech professionals—yes, the exact people you’re looking for! Getting marketing-qualified leads has never been so easy.
Explore how to instantly boost your email results today.
3 – B2B market research
Do you feel like you’re using generalized or incomplete data to make marketing decisions or strategic thought leadership content?
It feels like choosing the lesser of two evils: generalized data from analytics platforms or highly tailored consumer insight data that comes at a steep price tag.
Luckily, there are more options! B2B market research is the process of gathering feedback from current, former, and potential customers to help you:
- Understand evolving customer pain points
- See how you compare to your competitors
- Identify new areas for expansion and growth
- Repurpose research into content, endlessly
Marketing research is critical for B2B tech companies because their solutions are often highly complex and customizable. This B2B demand generation solution can often be built to meet the needs of particular verticals or company sizes.
Working with a trustworthy market research partner gives you access to valuable consumer data from your target audience itself. We’re looking for primary data, not exaggerated or interpreted thoughts!
But are research solutions considered B2B demand generation services?
When you’re able to successfully turn data into lead-generating content, yes. That also means looking out for licensing and repurposing restrictions when evaluating a B2B market research services provider.
With ViB Research, you can easily survey targeted tech professionals to generate original research that gives you the specific data you’re looking for. Leverage ViB’s network of millions of decision-making tech professionals. Plus, all the data generated with ViB Research is 100% yours to keep and repurpose. At a ⅓of the cost of a traditional B2B demand generation agency, ViB is an effective solution to the gaps in your consumer data.
Get valuable information today.
4 – B2B content syndication
It’s no surprise that “content is still king” when it comes to increasing brand awareness and credibility. However, most content marketers struggle to generate conversions with their content. In fact, only 30% say content marketing is very effective at generating high-quality leads.
That’s a hard pill to swallow.
Creating content is part one. Then that content has to reach your audience before the rest of the magic (creating demand) happens. Here’s the fix.
Content syndication is the process of repurposing content. It’s done by publishing it across other platforms and websites, leveraging a third party’s nurtured network to capture new readers and increase your content’s ROI (return on investment), among other benefits.
Receive maximum ROI by partnering with a trusted and credible content syndication services provider that has a verified audience supported by industry and service-specific success stories. Even better, look out for a pay-per-download pricing model, like with ViB Syndication, to see guaranteed results.
Leverage the expertise and trusted network of ViB to help your team send the right content, at the right time, to the customer looking to make decisions now.
See how you can get guaranteed content downloads today.
5 – B2B appointment setting
Marketing and sales teams spend a lot of their time working with unqualified leads.
B2B appointment setting providers aim to mitigate that problem. Appointment setting is an outsourced process of scheduling appointments with sales leads. These leads typically come from a highly targeted, segmented network — they should be the exact prospects you’re looking for.
With ViB appointment setting, the audience you’re reaching voluntarily applies to meet with you (no false promises, just highly qualified leads). Gone are the days of pushy requests and the dreaded cold-calling!
Because tech professionals decide whether they want to meet with you themselves, ViB customers typically see over 40% of their appointments turn into opportunities.
The best part?
We offer a pay-per-lead pricing structure that ensures you only pay for successful meetings held. Lower your CPL (cost per lead) with rates 2x less than standard providers.
Never deal with another unqualified lead again.
6 – B2B marketing webinars
Marketing webinars are a great way to reach a large audience and build brand awareness. After all, how often do marketers get to share their solutions with a large audience and get valuable feedback from prospects themselves?
In fact, this isn’t only beneficial for the seller. Almost 34% of B2B decision-makers say that they’re more open to communicating with sellers at industry events. With a platform for asking questions and easy access to hear from previous customers, marketing webinars are a mutually beneficial strategy.
Some of the most successful webinar formats for B2B tech businesses are:
- Product demos and walkthroughs — Demonstrate complex solutions that can be complicated to explain. Demos are especially beneficial when launching a new product or service.
- Q&A sessions — Not only do Q&A sessions, such as focus groups, give your audience space to ask questions, but they also give your team the ability to present themselves as a thought leader in the industry.
- Customer success stories — What’s more convincing than hearing about the success of another from their own mouth?
- Keynotes — Maybe you don’t have a new product or service, but you consider yourself an expert in a new technology. Showcase your expertise by hosting a live keynote that provides strictly value to your community.
Although webinars have the potential to be massively successful, they can be overwhelming for an already overstretched team. Execution is key to hosting a successful webinar. We suggest outsourcing demand generation. Find a reputable partner dedicated to helping you reach your KPIs while giving your team the freedom to be more productive in other areas.
B2B webinar promotion
Half the battle of running a successful B2B demand generation campaign is reaching the right target audience, aka webinar promotion. Sure, you have a lock-tight webinar strategy, but how are you making sure your target audience is the one attending?
ViB plans, promotes, hosts, tracks, and delivers a guaranteed number of leads to your event. With our network of highly specialized, decision-making tech professionals, we’re able to deliver net new qualified leads to your event.
Better yet, these leads actually choose to attend. They’re eager to participate in your event and learn about innovative and new technologies. ViB will promote your event to decision-makers, ensuring you reach your targeted registration or attention goal. Target your audience by job, title, company size, revenue, and more.
Not sure if you’re in a position to present live? Our team at ViB will promote an existing webinar recording and host it live as well.
Plan an end-to-end webinar with an attendee guarantee.
7 – B2B intent data
How do we determine which content to add to each touchpoint in the marketing funnel? Intent data.
B2B intent data is information showing how likely a prospect is to make a purchase decision. In a world with endless options to suit their needs, buyers have preferences for how they make purchase decisions.
Accessing data across all channels is absolutely critical to getting a complete understanding of your buyers’ journey. Intent data enables B2B SaaS companies to run their account-based marketing strategy effectively, giving the sales team an accurate breakdown of lead quality.
One of the best ways to access the most accurate and reliable intent data is to tap into zero-party and first-party data channels. Essentially, these direct interactions with your consumers give you a better chance of accurately understanding their:
- Interest in your solution
- Other decision-makers involved in the buying committee
- Competitors being evaluated
- Any budget or timing concerns
- Readiness to be contacted for the next steps
That’s quite a lot to unpack, which is why many marketers partner with intent data providers that have established zero-party data channels. That’s a little different from your usual third-party intent data providers, who scrape anonymous data on the web.
Generate mid-funnel leads and all their intent data.
Outsourcing for demand generation: ViB’s process
There’s no magic wand for outsourcing for demand generation, but if there were, it would most certainly be leveraging a highly engaged, highly segmented community for every demand generation service.
If you’re like most of us and need help identifying your target audience, when they’re most likely to make purchase decisions, and how to get them to take action, outsourcing for demand generation may be the easiest, most effective solution.
ViB offers a large, targetable community of highly engaged tech professionals actively seeking solutions to their problems. Our community is made up of over 10 million professionals, 6 million of whom are in IT and tech roles, and 60% are manager-level or above.
Talk about untapped potential.
Match with targeted community members who are also interested in you. If you’re actively looking to increase employee productivity, increase your ROI, and build an engaged target audience, follow these steps below!
Step 1: New members opt in
Decision-makers from high-tech and SaaS companies opt in to discover new technologies and emerging companies.
Step 2: We identify your targets
We consult with you to identify what your goals are and which demand-generation solutions best fit your needs. With that information, we identify segments within our network to best market to.
Step 3: We make the winning match
Through our B2B demand generation solutions, we match you with tech professionals in our community, ensuring you receive net-new, qualified leads!
If this is something you or your team are interested in, contact a member of our team today!
Successful B2B demand generation examples
Don’t take our word for it! We’ve worked with tech giants like Google and IBM, both of which achieved massive success through our B2B demand generation services.
We’ve also worked with emerging startups, such as Pivot Point Security, a cybersecurity company that sought ViB’s B2B demand generation services after hitting a plateau in its inbound marketing.
While some of their services generated leads, others saw little to no growth. Not receiving the qualified leads they had projected was critically affecting their performance and growth.
The Pivot Point team partnered with ViB for an appointment-setting campaign. Jeremy Sporn, Director of Marketing, said, “Pivot Point Security prospects are a highly intelligent segment, and building relationships through an appointment setting service was something we were not sure was even possible.”
The result? Their new proposal numbers went up significantly. The sales team approved the new leads. And, about 50% of the calls resulted in proposals.
Another cybersecurity company, Illumio, leveraged ViB’s research solution to conduct several surveys and produce industry-leading, demand-generating market reports.
Once the survey was launched, it took about 6 weeks to generate results. Those results were used to create Illumio’s State of the Security Segmentation report for their content syndication strategy.
Illumio’s communications team “saw an uptick of six or seven different publications that also were citing our report in their articles.” Their marketing and communications team then “create[ed] about eight different blog posts that were different variations” of the report.
ViB helped the Illumio team take thought leadership into their own hands, setting them apart as an authority in the cybersecurity space.
Getting started
Whether you’re looking to generate publicity or net-new qualified leads, ViB has the resources, expertise, and proven track record to accelerate your pipeline and drive business growth.
Interested in outsourcing for demand generation? Chat with a team member today!
Want to test our unique approach to B2B demand generation with a low-cost trial?
