B2b lead generation strategies for engineering companies

B2B lead generation is tough in any industry but engineering firms have their own hurdles and challenges. Engineering companies find it hard to demonstrate to potential customers. The processes and results are usually technically complex, and only understood by those with an engineering background.

For engineering companies, digital marketing is a bridge to connect with their target customers and drive them to makea purchase. In B2B digital marketing, lead generation is the process of generating consumer interest for a product/service with the goal of turning that interest into a sale. This typically involves a customer initiating a conversation or providing their contact information for follow-up from your business.

Direct engagement is always a great way to generate leads, but in today's digital world, especially in the 'new normal' post-pandemic world, a digital lead generation strategy is called for.

Lead generation with Interics In-Digital

As a full-services digital marketing agency in India, Interics IN-DIGITAL uses some tried and tested methods to attract prospects:

Website Optimisation- Most potential customers today search websites to determine if the engineering company and its products might be a good fit for their needs. With so much money on the line, customers want to be sure they are getting the best product/service and the mostreas on able rates.

So, your website needs to be a persuasive sales tool. However, before it can be that, leads should find your website in their search results. That's where website optimisation comes in.

Interics IN-DIGITAL is a leading website design& development company in India with proven capabilities for delivering content-rich, optimised websites. From making the website distraction free and easy to navigate so visitors can easily get the information you want to share, we optimise the website with strategically placed keywords, internal links and external links (Search Engine Optimization) based on search engine algorithms so that it appears higher in the organic search results. We also use call-to-action placement and lead magnets. We also optimise the form fields in the lead form so you can gather the necessary information without putting potential leads off. A/B testing allows us to test out different changes on the site and to make data-driven decisions to design a version that performs the best.

Social Media - Social media sites such as Facebook and LinkedIn have grown to become some of the most popular sites on the web, and are beginning to rival search as major sources of traffic. IN-DIGITAL drives traffic from social networks by creating and posting relevant content to social media platforms or paying for ads that run on the networks.

Display Ads– These can be in various forms such as video, image, audio or text. Use targeted pay-per-click advertising on Google or Bing to market to search engine users. This helps you serve ads for searches you already know are extremely relevant to your business.

Offline Events - Online marketing can often begin offline. Events such as industry conferences, trade shows and meetups can be good ways to network with potential new customers, inform them about your brand, and get them to your website.

Landing Pages - Presenting your product in the most attractive way through landing pages or sales pages, which help educate and convert prospective customers, is an effective tool of lead generation. If your product solves a major pain point or offers a distinct benefit, visitors will want to provide their contact information. Landing page optimization ensures you are getting the most out of these pages.

Webinars - A webinar is a live video session that your visitors can view and participate in. Webinars provide information and educational material about a specific topic. Being interactive, they are a great way for B2B companies to not only create a lead but also to educate and convert participants.

Marketing Collateral - Marketing collateral such as company brochure, case study, product catalogue, sales sheet, product video, etc. Can show case your company and offerings better than any sales person can. Explaining a complex technology concept or sharing your company's history over a phone call or even a face-to-face meet is difficult.

Interics, being an experienced brand consultancy, advertising agency in India, can design marketing collateral that's easily understandable, and compelling with strategic differentiators. The collateral can be shared digitally at different stages of the sales funnel, via emails. The collateral is also uploaded on websites and social media – to convince leads that you are the engineering company they should partner with.

CONCLUSION

For many B2B engineering companies, lead generation is an essential part of the sales funnel since their product can be expensive and web visitors are unlikely to make the purchase investment on the website. Lead generation tactics allow companies to educate and nurture their prospects before reaching out via sales teams.

Instead of focusing on a wide top-of-funnel, think more strategically about targeting the right leads and accounts. By using predictive marketing tools and strategies like Account Based Marketing, Interics IN-DIGITAL provides a more targeted approach to lead generation by honing in on your ideal customer profile. Developed exclusively to tackle complex B2B growth challenges and opportunities, our ABM solution blends insight, creativity and marketing technology to defy conventions of B2B marketing and create ambitious, meaningful customer experiences.

Interics IN-DIGITAL is an experienced brand launch agency, social media marketing agency, SEO agency and lead generation agency. Whether you want a digital marketing strategy for new product launch or to build brand awareness through digital marketing; whether you’re looking for effective lead generation or brand reputation management; IN-DIGITAL tailors the digital marketing solutions and strategies for measurable business outcomes.

Let Interics IN-Digital help you build a distinctive online presence with seamlessly aligned brand experiences that build brand and deliver business impact.