B2B buying habits are adapting and evolving at a rapid rate thanks to the growth of technology and information at the buyer’s disposal. To accommodate this behavior, B2B organizations need to continuously optimize their campaigns to meet buyer expectations. That includes everything from maximizing account-based marketing (ABM) and boosting sales enablement to fine tuning the role data plays within campaigns.
LinkedIn has expanded its Marketing Solutions portfolio with the introduction of LinkedIn Lead Accelerator, a lead generation and nurturing product designed to connect companies to the right professionals with the right content as they make their way through the purchase decision process.
This addition reflects the integration and enhancement of Bizo’s Multi-Channel Nurturing product, which LinkedIn acquired in August 2014.
By Erich Flynn, TreeHouse Interactive
If you struggle with lead generation, you’re not alone. A recent study on Lead Management and Social Engagement, by research firm CSO Insights, found that poor data quality for both prospects and customers — and the fact that sales personnel feel they don’t receive the right tools from marketing that they need to close sales — topped the list of sales and marketing pain points in 2014.
How can companies turn these problems around and reach their top marketing objectives of capturing new accounts, optimizing cross-sell/up-sell and new product introductions, and improving renewal rates? While web design and content, data quality management, and social media were reportedly the three top areas where companies plan to increase lead generation investments over the next year, the study found that email marketing campaigns were the most effective method for engaging prospects, delivering both the highest quality and quantity of sales and marketing leads. In fact, almost 55% of leading companies surveyed discovered a surge in lead conversions when they used lead nurturing.