For the majority of companies, B2B lead generation is a top priority. But what kind of strategy a business should rely on? Does a single-touch strategy work, or do you need to go that extra mile and integrate a double-touch lead generation campaign? Do you use BANT to generate middle-of-funnel leads? Hear from an expert B2B marketing consultant whose B2B strategy produces highly qualified leads based on different parameters.
B2B Lead Generation Strategy: Single-touch, Double-touch, and BANT Leads
Single-touch: Single-touch lead generation involves engaging with prospects with one piece of value-driven content. It generates top-of-funnel leads, which need further nurturing and will eventually convert into customers. Along the way, this strategy builds brand awareness, letting prospects return when they have a requirement and choose your brand to explore your offerings.
Double-touch: As the name suggests, businesses contact prospects with two pieces of valuable content to help them advance in the B2B marketing funnel. These leads are typically those who have come across your brand and gather information about your business via marketing collaterals. They may download gated content that requires them to provide their business contact information. It allows a business to provide the leads with a second source of valuable information that will bring them closer to considering the brand to address their requirements. Content syndication via reputed media networks and authoritative sites will let your brand be visible to your audience and ensure their questions are answered. Rest assured, you have a lead waiting to be nurtured and converted!
BANT: How well do you know your prospect’s intentions? Are the leads qualified and available for nurturing for quick conversion into customers? The BANT (Budget, Authority, Need, and Time) lead qualification methodology allows businesses to evaluate the eligibility of the lead based on these different parameters. It also allows them to customize the engagement process, move the leads through the B2B marketing funnel, and help them make a buying decision. The strategy allows an understanding of the prospect’s eligibility to consider them as a marketing-qualified lead. Expert B2B marketers ask pertinent questions that help them classify leads based on the response, such as what amount they are willing to invest to solve the particular problem and who will call the shots. They also ask if they need the product the company is proposing that can solve their problem. BANT also sheds light on the timeline, which the marketers can expect the leads to make a buying decision.
Final Thoughts
Single-touch, double-touch, and BANT lead generation strategies are effective in generating all types of leads across the sales funnel. Whatever your lead generation strategy is, keeping a tab on the CPL- cost per lead is necessary to make the desired changes and put your campaign on track. A B2B marketing consultant can help you in this endeavor. So, what kind of lead generation strategy are you using? Let an expert handle your process and ensure a steady flow of high-quality leads into your B2B marketing funnel.
About Markable Solutions
Markable Solutions is a leading B2B marketing consultant who believes in being a trendsetter. We keep a hawk-eye on the evolving B2B marketplace, understand our client requirements, and provide the best methods to generate high-quality leads for your business. We adopt a mix of B2B strategies after considering the key characteristics of an organization and its requirements that help it build a sustainable pipeline of highly qualified leads. Book a free consultation to let us understand your lead generation requirements and propose the best B2B strategy for your business.
