It’s no surprise that the average B2B buyer journey is 22% longer than it was five years ago, which is why resource-tight tech marketers are pushing towards outsourced B2B demand generation services.
An outdated B2B marketing strategy for high-tech may look like this:
- Running ads with CTAs (calls to action) aimed at downloading content
- Following up with your warm lead via an email pitching your tech services
- Hopefully, you get them to see a demo and fingers crossed, close a deal
Today, 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 or BDR (business development rep).
Did you notice how complex and unpredictable the B2B buyer journey is today?
As B2B tech companies, we need to realize that we aren’t moving or manipulating buyers within our market anymore, we have to move ourselves. That’s where demand generation comes into play.
B2B demand generation takes into consideration the entire journey, allowing for various interactions or touchpoints throughout the funnel — most of which are aimed at providing value, building brand awareness, and shifting brand perception from solution provider to thought leader. That’s also why demand generation is more repeatable.
With significant growth on the line, demand generation shouldn’t be left to the inexperienced. A B2B demand generation services provider like ViB, helps your team capitalize on their demand generation strategy — ensuring your campaigns target your ideal customer, deliver action-ready leads, and reach the KPIs you’ve set.
Let’s look at some B2B demand generation services that experts offer to make up a full-funnel marketing strategy.
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. Specifically, they are independent B2B data providers that offer lead lists, or a collection of prospects. While this can be a quick way to receive a large number of prospects at one time, it’s important to pick 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 like annual revenue, company structure, or intent data (how likely they are to purchase)?
Accuracy — This can be an ROI killer. How accurate is the contact information? Is the database updated monthly, quarterly, or yearly? With outdated contact lists that transform into B2B data decay in your email marketing database, the money you spent on the list might as well have gone in the trash.
Audience relevance — Leads can be beautiful things, 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 provide you with a high-quality, impactful lead list.
If done correctly, leads lists can be a quick, turn-key solution to gathering quality prospects in no time.
Pro Tip: When considering a leads 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!
See the 10 B2B data providers we trust
2 - B2B Email Marketing
You may be wondering how you can now effectively utilize your leads list.
One of the most practical ways to boost ROI, improve your bottom line, and accelerate your marketing and sales funnel is through B2B email marketing.
B2B email marketing requires a compilation of highly targeted contacts for the purpose of sending content directly to your prospects’ inboxes. 87% of B2B marketers distribute content via email, which falls perfectly in line with the 59% of customers who claim that 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 important 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 this year.
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%.
Sounds 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 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 — running too many other campaigns, doesn’t have the right resources, or isn’t a wiz at the email marketing game, we suggest working with a trusted B2B demand generation services provider.
By using third-party email marketing lead generation service, you’re setting your team up for greater marketing success. ViB Email uses a simple approach, where 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! Marketing qualified leads have never been so easy.
Discover everything you need to know about ViB Emails, including how it works, the challenges it solves, and its success stories, through our comprehensive video walkthrough.
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
Check out some of these market research report examples to see what we mean:
Marketing research is critical to B2B tech companies because their solutions tend to be highly complex and customizable. This B2B demand generation solution can often be architected and altered 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 themselves — 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 ⅓ of the cost of traditional analyst firms, ViB is an effective solution to the gaps in your consumer data.
Discover the latest trends and statistics — and the key actions B2B marketers and leaders need to take today.
4 - B2B Content Syndication
Would you be surprised to know that content marketing is taking up the largest portion of B2B marketers’ budgets in 2023? If you answered no, you’d be right. Only 20% of B2B marketers say they allocate a high budget to content marketing.
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 that content marketing is very effective in generating quality leads.
That’s a hard pill to swallow.
Great content has to first land in the hands of your audience before the magic happens. Here’s the fix.
Content syndication marketing is the process of repurposing content 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.
Discover everything you need to know about ViB Syndication, including how it works, the challenges it solves, and its success stories, through our comprehensive video walkthrough.
5 - B2B Appointment Setting
Are your sales and marketing teams inundated with busy work trying to fill their calendars with prospect meetings? It’s easy for our mindsets to shift from quality to quantity.
In fact, according to Spotio, “67% of lost sales are a result of sales reps not properly qualifying potential customers before taking them through the full sales process.”
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.
“ViB delivered what they promised. We were blown away by the quality of the leads, the quality of our meetings, and the high rate of conversions.”
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 to ask questions and easy access to hear from previous customers, marketing webinars are a mutually beneficial marketing 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, gives your audience space to ask questions, but it gives 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 to strictly provide 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 when it comes to hosting a successful webinar. So, we suggest working with 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 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 their network of highly specialized, decision-making tech professionals, they’re able to deliver net new qualified leads to your event.
Better yet, these leads actually choose to attend. They’re eager to attend 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.
Plus, Not sure if you’re in a place to present live? Our team at ViB will promote an existing webinar recording and host it as a live event as well.
7 - B2B Intent Data
How do we know what content to add to which touchpoint within 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 full understanding of your buyers’ journey. Intent data allows B2B SaaS companies to effectively run their account-based marketing strategy, giving the sales team an accurate breakdown of lead quality.
One of the best ways to unlock the most accurate and reliable intent data is by tapping 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 with established zero-party data channels set up. That’s a little different from your usual third-party intent data providers, who scrape anonymous data on the web.
Discover everything you need to know about ViB Deal Intent, including how it works, the challenges it solves, and its success stories so far, through our comprehensive video walkthrough.
ViB’s B2B Demand Generation Process
There’s no magic wand to demand generation, but, if there was, 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, working with a B2B demand generation services provider may be the easiest, most effective solution.
ViB offers a large, targetable community of highly-engaged tech professionals actively looking for 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% of them are manager level and 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’re receiving 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, who both achieved massive success from our B2B demand generation services.
We’ve also worked with emerging startups, like Pivot Point Security, a cybersecurity company that sought out ViBs B2B demand generation services after having hit a plateau in their inbound marketing.
While they were actively promoting leads for some of their services, 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. New, high-quality leads were met with approval from the sales team. And, about 50% of the calls resulted in proposals.
With ViB Appointments, generate sales-ready leads who want to meet you too
Another cybersecurity company, Illumio, leveraged ViB’s research solution to conduct several surveys to build demand-generating, industry-leading 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 to use in 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.
Prove yourself as a market leader with an affordable market research service