Why Businesses Need To Update Their Lead Generation Strategies Today
Fresh off the announcement Australian video company Clipchamp had been acquired by Microsoft, the company’s Head of Product Anna Ji (pictured) has shared her advice on utilising video in sales.
The COVID-19 pandemic has forced B2B buyers and sellers to turn to digital in huge — and unexpected — ways.
As borders shut down and the ability to rely on human interaction to connect with new clients has been effectively put on hold, businesses have been scrambling to find new and creative ways to find clients — and hook them in.
Yet, what began as a crisis response is evolving into the next normal, with big implications for how buyers and sellers will do business in the future. B2B sales leaders are moving from being “forced” to adopt digital in reaction to the widespread shutdowns in the early stages of COVID-19, to a growing conviction that digital is the way to go.
As the next few years pan out, here are some ways businesses can update their lead generation strategies as we transition to a new way of working.
Accept the new way of doing business
One of the first things any leadership team should do is agree to accept that things have changed.
According to McKinsey data, more than 75 per cent of buyers and sellers say they now prefer digital self-serve and remote human engagement over face-to-face interactions, a sentiment that has intensified even after lockdowns end.
Self-serve and remote interactions have made it easier for buyers to get information, place orders and arrange service, and customers have enjoyed that speed and convenience.
So, with that in mind, how is a B2B seller supposed to find new customers, when customers don’t want to go back to the old way of doing business?
Using video cleverly is one solution. Since the pandemic, video and live chat have emerged as the predominant channels for interacting and closing sales with B2B customers, and McKinsey statistics back that up: with e-commerce and videoconferencing now accounting for 43 per cent of all B2B revenue (more than any other channel) customers are are making it clear that, given the choice, they prefer video to phone.
It’s also time to really invest in creating a well-thought-out video marketing strategy that will engage your audience and win their trust and business.
And before you panic, just remember you don’t have to be a natural-born salesperson to be the best at the job: just being aware of some key tips, such as engaging in storytelling (customers want to know the story behind your business and what inspires the products you sell); focussing on addressing the needs of customers within your video by pitching how your product, service or company will help them; and understanding how to effectively use a whole digital ecosystem alongside the video will get you far.
As we are all going through massive changes, this is a good time to invest in skills that are emerging as the most useful in future business dealings.
Dwindling team size
Another thing to consider is that your team may have suffered throughout this period. Perhaps some were laid off, others quit or most have started working remotely, shifting the dynamic.
In that case, it’s never been a better time to learn how to use virtual collaboration tools. Not only can they save you a lot of time if thought through and organised well, but it will help lead the transition from predominantly face-to-face interactions to digital-based communications.
Reskilling and upskilling is part of this new journey, and understanding what resources are out there and what gaps your sales team has is a good way to start investing in future sales techniques.
It can also be a good time to step back and think about what new content — or perhaps revamping old content to suit a new way of driving sales — you can create. Ultimately, B2B sales leaders must create content that the field can bring to market, such as white papers, technology transformation roadmaps and standard pitch materials, as these will allow salespeople to position themselves as thought leaders.
Target the right channels
Now that your workforce has been upskilled, it’s time to help direct their time and energies towards channels where their potential clients actually are, rather than encourage them to chat aimlessly with clients or prospective clients over Zoom or Teams.
Yes, warmth and interpersonal skills certainly help, but on their own they won’t close the sale. In order to make a splash in the business world, encourage your salespeople to become thought leaders by contributing to digital conversations in interesting, nuanced and data-driven ways on platforms where they actually are: primarily on LinkedIn and Twitter.
A good way to do this is to use videos to voice your thoughts and expert opinions. It doesn’t have to be long and convoluted: all you need to create a great video for business is clarity on what you would like to contribute to a conversation. Instead of, say, writing a long piece, making a pithy video with a clearly defined topic and points is a great way to showcase thoughts in a clear and confident way.
If you’re new to this, writing out a script is a good idea: not only is it a safety tool in case you forget a point, but it also helps you read ahead and feel confident that your arguments flow together.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.