The coronavirus pandemic has shown that it is necessary to develop alternative B2B strategies for lead generation. In industries such as biotechnology, where leads are traditionally generated at trade fairs and congresses, this means a reorientation of marketing approaches. Companies have realised that they cannot rely solely on physical events for lead generation. It has become clear that a strong online presence and differentiated digital marketing strategies are essential for a company's success. It is therefore worth investing in an online marketing strategy and generating leads with your own company website, for example. It has also emphasised the importance of quality over quantity in terms of leads. Instead of investing more budget in generating a large number of leads, you should focus on generating qualified leads. In this blog article, we will show you how you can successfully optimise your marketing strategy for B2B lead generation in the biotech sector.
The biotechnology sector is a complex field that is constantly coming up with new innovations and breakthroughs. And this is exactly where content comes into play as an effective strategy for B2B lead generation. Creating targeted content is intended to arouse the interest of potential customers and retain their loyalty to the company in the long term. This is not just about providing sound scientific information, but also about communicating basic knowledge and current trends and developments in the industry. A precise content marketing strategy helps a company to be perceived as a leading authority in its field and thus build more trust with its customers. An empathetic content strategy can not only help to generate high-quality leads, but also strengthen the brand image and help the company to expand and fortify its position in the market.
Are you already using your website to attract new customers? If not, it's time to utilise this potential. Using your own company website is an effective way to generate B2B leads in the biotechnology sector. Targeted measures can draw the attention of potential customers to the company and generate valuable leads. However, simply modernising and optimising your website is usually not enough to generate qualified leads. It therefore makes sense to hire an experienced agency to help you develop and implement a customised content and inbound marketing strategy so that you can concentrate fully on your product development and customer contact. A first step to generating leads through your website is sharing valuable content. Make sure your website visitors can find all the information they need and offer solutions to potential problems related to your product. Share your expertise and potential customers will come to you on their own. This can be done through blog posts, whitepapers, videos or podcasts.
A company blog is a good way to disseminate information. The blog posts should be SEO optimised because then they will positively effect your visibility in search engines with suitable keywords.
Also read how to conduct keyword research and what to take into account to optimise your biotech website for SEO.
If you already have a company blog, that's perfect, if not, you can start today.Publish relevant topics there that you would otherwise want to present at trade fairs. You can also introduce your team so that your customers have the contact persons right in front of them. It is best to link directly to the relevant employee's e-mail address. Add call-to-actions (CTAs) to your blog articles at suitable points. A CTA is a request for your website visitors to perform an action, e.g. to download an e-book. When they click on such a CTA, visitors are redirected to a landing page where they fill out a form to start the download in exchange for their email address. You have already gained a new lead that you can contact. Please note the GDPR. Here you will find a summary of the ways you can generate leads via your website:
A personalised landing page can be a valuable tool for generating high-quality leads. By individualising the content on the page, potential customers can be targeted and receive relevant information that motivates them to contact the company. This strategy is particularly effective when used in combination with other measures such as targeted email campaigns or automated marketing funnels. The added value of a personalised landing page is that it gives visitors the feeling that the company understands their needs and focuses on their specific requirements. This increases the likelihood that these visitors will become high-quality leads.
Targeted email campaigns can be extremely helpful when it comes to developing an effective B2B lead generation strategy in biotech. By using personalised emails and relevant content, companies can engage potential customers and generate interest in their products or services. It is important that the content of the emails is tailored to the needs and interests of the target group in order to achieve a higher open and click-through rate. A successful email campaign also requires a well-organised database with the contact details of potential customers and an automated system for tracking leads. We are happy to recommend Hubspot for this: Hubspot allows you to divide your leads into different segments based on demographic or behavioural data. This helps you to create personalised emails and content based on the interests and preferences of the different segments. You can also create automated emails based on customer activity and interactions, such as follow-up email campaigns that are automatically sent to customers who have downloaded a particular e-book. With CRM systems such as Hubspot, marketing and sales can be linked together and you can target the leads generated even more precisely.
Automated marketing processes offer you the opportunity to target potential customers and guide them into the funnel with personalised content. It is important that all steps of the funnel are harmonised and offer clear added value for the customer. By implementing automated marketing funnels, companies in the biotechnology sector can increase their efficiency and generate more high-quality leads. It is therefore worth taking a closer look at this approach and integrating it into your own marketing concept accordingly.
The use of webinars, online seminars or even guest appearances in podcasts allows you to present expertise and skills in your sector and share valuable information with potential customers. By using interactive elements such as surveys or Q&A sessions, companies can also gather feedback and better understand the interests of their target group. Such measures are particularly important in response to the cancellation of physical events such as trade fairs and congresses. Online events are an important addition to the other strategies for generating high-quality leads and drawing attention to your company's expertise and products.
In recent years, social media has become an important tool for B2B lead generation, including in the biotechnology sector. The most common social media tool for the B2B sector is LinkedIn. Expert opinions are exchanged there and the professional network is expanded. In industry and expert groups, you can easily find customers from the biotechnology sector and make contacts. To do this, update your personal profile and make sure you have a professional photo and a meaningful background image. Mention your top skills and describe your professional experience in detail, preferably with regard to your target group. Join industry-relevant groups and participate actively. This way, you (and your company) will quickly be recognised as an expert. Do the same with your company profile. The address and contact details should always be kept up to date. It is also best to link all employees to the company profile.
Another social media channel that is interesting for B2B is X. Use suitable hashtags there to target your topics to the right users. This is particularly popular in the biotech sector.
It is important to develop a clear strategy and coordinate it with the marketing and sales department. A personalised approach to the target group is crucial in order to respond effectively to their needs. This can be achieved through the use of data and segmentation. Automation processes such as marketing funnels and email campaigns can help to automate communication with potential customers and make it more efficient. Implementing a CRM system like HubSpot makes your job easier!
Offering high-quality content helps to engage potential customers, capture their attention and convert them into leads. It's important to stay up-to-date and follow new trends and developments in the industry to adapt to changes and gain a competitive edge. By consistently implementing our tips and tricks, you can soon achieve your first successes in online marketing and obtain valuable leads. Utilise your existing capacities and direct them to the right channels. We would also be happy to advise you on the topic of online marketing or you can read our free e-book, which explains the basics of inbound marketing in more detail.