The Ultimate Guide to Lead Generation: IoT Solutions

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Introduction

Challenges Faced by IoT Adopters

  • Defining a value proposition. Sometimes the B2B buyer may not understand the unique value proposition that an IoT product or service may have for their business. Marketers must make the buyer understand how the IoT solution will bring real value to the company in question.
  • Lack of adequate stakeholder knowledge: Stakeholders often have varying familiarity with IoT systems including their impacts and risks. For example, technical buyers may understand IoT but may lack decision-making powers. On the other hand, decision-makers may lack technical IoT knowledge. As such, marketers must find ways to speak to different stakeholders in a meaningful way and prepare each of the collaborating stakeholders for a sale.
  • Security concerns: Security is a massive concern for IoT consumers. The buyer must trust that the IoT solution will not compromise their business in any way. Marketers must, therefore, establish trust for their IoT solutions by assuring B2B buyers and educating them about security protocols used and risks involved.
  • Insufficient touchpoints to understand IoT: B2B buyers generally expect more information and a longer sales cycle before they can make a decision. IoT marketers should expect an even longer buying process due to a longer learning curve in IoT. As such, marketers should provide buyers with more touchpoints as is expected.
  • Lack of relevant, meaningful and reliable data: B2B buyers rely on data to make impactful decisions. As such, they expect that data will not only be relevant and meaningful for their specific needs but also reliable. Additionally, B2B buyers expect that essential data from IoT systems can be visualized and gamified to better understand outcomes/benefits. IoT B2B marketers must, therefore, understand the value of data for the business in addition to being adept at big data solutions.

Inbound Marketing and IoT

1. Provide Early Stage Educational Content

2. Provide a Strong Value Proposition

3. Use Demand Generation Strategies to Highlight IoT Benefits

  • Focus on bolstering organic search to rank for key terms in IoT
  • Use paid advertisements that are tightly targeted to provide high-quality resources or content
  • Build and reinforce relationships with key B2B IoT influencers in editorials, trade publications, associations, and content networks.

4. Use Segmentation, Analytics, and Data-Driven Insights

  • Leads generated from inbound and (outbound) marketing
  • Lead quality from inbound campaigns
  • Conversion rates
  • Closed deals (Leads into customers/sales opportunities)
  • Which leads are the decision-makers?
  • Which leads are technologists and who are the non-technical/business buyers?
  • What pain points, hesitations, and questions do specific buyer segments have?
  • What level of IoT complexity is appropriate for each segment and what education do they need?

5. Use Technical B2B Marketing Approaches and Outsourcing

6. Ask For Referrals

Conclusion

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