B2B lead generation, as a result of changes following the rise of the COVID-19 pandemic, is evolving on a global scale. How are startups and big businesses alike maintaining their lead generation strategies? In this short guide, we will take a look at a few telling statistics and insights.
Business As Usual?
As I recently explored, there seems to be strong worth in pursuing the idea of a ‘business as usual’ approach. It’s unlikely that the need for business sales and link-building will disappear during 2020. However, research by Avionos – collected by eMarketer - shows that many purchasers in the US are concerned about an impending recession. In fact, around 82% of buyers, at the least, appear to show some concern over the future of the economy.
Therefore, reassurance from sales is going to be essential. Further statistics from TrustRadius – again examined by eMarketer – show that only around 18% of corporate buyers in the software industry expect to spend less as of the pandemic. That’s a clear indicator that buyers want – and need – things to proceed as usual. Of course, this is only a snapshot of one niche or industry.
What might be working, therefore, is continuing to tap into need. I’ve previously discussed the need for a softer approach. However, it’s clear that sellers need to continue chasing those leads regardless of the current crisis.
Bring the Outside In
Recent statistics – pre-pandemic – appear to show that event-building and showcases were key ways to drive prospect interest. In fact, Demand Generation appears to suggest that 68% of lead generation in recent years could tie back with event hosting. Of course, at present, that’s going to be difficult to come by.
However, let’s take a closer look at this report. There are promising statistics for video content, with 37% of successful leads emanating from such approaches. What’s more, webinars – tellingly – can account for up to 61% of successful leads suggested. These numbers, while pre-pandemic, clearly show that a digital drift was always on the horizon.
You only have to look at the success of Zoom in recent weeks to see that marketers and business people all over the world are dashing towards digital. Stats show that the Zoom app spiked as much as 728% in downloads for new devices since the start of March this year.
Consider that Zoom is predominantly a corporate-focused conferencing app, and it’s hard not to assume B2B lead generation will fit in here somewhere. In the age of COVID-19, prospective buyers will likely be looking for a human approach and genuine connection. Reassurance, of course, is always a good thing.
B2B Lead Generation - Food For Thought
Finally, we should consider a few steadfast lead generation stats, which are unlikely to change. Research shows that lead nurturing could encourage sales values to leap by as much as 20% in the long run. In fact, further stats show that leads left to perish, differ by up to 47% in sale value.
This is very unlikely to change in 2020. If anything, closer, more sympathetic B2B lead building will nurture buyers more than ever before. In the meantime, investors and businesses looking to harness B2B lead generation in the current climate may wish to use directories such as Fundz to reach out to receptive parties.