When it comes to B2B, your company often needs to educate its users about the real need for your service. You actually have to generate the initial demand for your supply from scratch.
For this reason, you need to be careful with the level of depth you use. So your company should not send content with an advertising profile or heavy ads to beginner users. This can scare them away – and there goes an opportunity to do good business.
Just remember: relevant content doesn’t always mean specialized content. After all, your lead is in the early stages – give them more guidance on the path to the solution, not the ready-made solution.
So use this moment to really get to know your pain points and understand your real needs.
The middle of your funnel is where demand generation crosses over into lead generation. This is where your business will experiment with more personalized strategies—like lead nurturing.
Read also: Lead nurturing that converts more: 4 steps to get started now!
Psychologically, users who are already in the middle of your funnel hong kong mobile database are aware that they need a solution like the one your product or service offers.
Ideally, they are also already aware that your product or service IS, IN FACT, the right solution.
The mission here is to convey the unique value of your brand, according to your service/solution. And this is where B2B lead generation gets more complex. Lead nurturing today has become a balanced dance between smart marketing and value-driven, data-driven sales.
The golden rule of lead generation in a B2B sales cycle sums it up nicely: help, don’t sell .
In cases where you are dealing with intermediate users, your company needs to convince them that your solution is indeed the most useful and effective. It is not the best, or the most complete, or the one with the best cost-benefit ratio: it is the most useful and effective.