6 tried and tested methods to attract more subscribers, and convert them into leads: Pharma experience

If you ask a B2B marketing specialist, what is the most important in their job, you will most probably get a reply “leads”. In B2B sales, leads are people or companies considered to be potential clients. The sales process starts with them, and they are critical to maintaining a stable sales funnel. In Pharma B2B, legal pressure, and other forces may affect lead generation, so for Marketing dep lead generation has become a priority while staying quite a challenge.

There are different types of leads. As RollWorks explains, a Marketing Qualified Lead (MQL) is a marketing lead most likely to become a customer, while a Sales Qualified Lead (SQL) indicates an immediate interest in purchasing the product. MQL may need additional qualifications and follow-up. We strive to generate both types of leads: SQL would purchase the product right away, and MQL will become your client in the future. Let’s see how you can generate both types of leads.

1. Participating in third-parties webinars with further promotion on your video channels

Webinars have grown in popularity recently and almost replaced traditional conferences. In the era of COVID-19, they were essential, and now they continue to be the top event among Pharma professionals. This means webinars keep generating leads for B2B. We always recommend hosting a webinar at a third party: some online magazine, channel, or partner. Such webinars bring instant results, as a third party (and/or marketing agency) would manage the webinar, and promote it among their audience. This is the way your webinar can attract a needed amount of participants.

At the end of the webinar, you will get a list of leads. You will also have a webinar recording for future promotional campaigns, on your own channels. The video can be hidden or private first to use as a gift, and then promoted on your website or social networks. Soon, you will build another list of leads who will watch this webinar and want to visit the next one, which will make the advertising campaign successful.

2. Set up your chatbot to collect user’s data

Correctly programmed and used chatbots can make your client’s life easier, and help you convert more website visitors into leads. Programming your bot for the conversations with users at all stages of the traditional buyer journey would generate more B2B leads. Live chat allows users to talk to the bot, or directly to your team, which makes the tool essential for any business.

3. Timely posting, related content

Create content connected from post to post, and publish it at the same time following a schedule. This will motivate your audience to come back again, knowing a particular time, to read, watch or listen to the content they expect. The creation of such materials, related to the same topic, is the most important element for lead generation. With no such content, your audience will have nothing to come back to. Two (or three) pieces of the related content separated in different articles always draw readers’ attention.

Make sure you have a structured platform, where you can post the content continuously. Keep the same format, content type, and materials structure, and your readers will feel comfortable subscribing.

4. PPC campaigns for lead generation

PPC (Pay Per Click) campaign is the perfect B2B lead generation tool. After creating lead generation programs, you can decide what you’re going to promote and build the lead generation infrastructure based on your plan. The next step is easy — create social media ads to redirect people to those pages, and the leads will come. LinkedIn, Facebook, Twitter, Instagram, and other social networks offer target ads, and this is you who will decide on who to target and how much to pay.

Promote any sort of content, and see if it works. If it doesn’t, you can always experiment with other ideas. The platforms provide detailed reporting allowing you to launch as many experiments as you wish. If social media doesn’t work for you, try GoogleAds.

5. Old is the new new

Lead generation in B2B Pharma can be challenging: it requires content marketing that doesn’t seem to be easy. Though, the new content can create new leads. Get the most out of each piece of the content you create with no additional effort.

A 30-minute webinar might contain enough content to create four new articles for your blog. Each of these articles can be shared on your social media or sent via email. If you create many related articles, a downloadable e-book can be a good idea. Promote the book through your social media or a specific Pharma publisher, and you will save on the content generation.

Brochures and leaflets are a huge investment, so why not analyze an existing article and create a smaller material out of it? Creativity is the key, but re-using content can be useful as well. More content means more people on your website.

6. Influencers play a bigger role than they seem to

For B2C, cooperation with influencers is essential: they promote the products and offer discounts, and the audience trusts them. In pharma, you can do the same: cooperate with well-known industry representatives to promote your products, and you will see the result. B2B Pharma requires experience: Pharma specialists expect you to be an expert in your sphere to decide whether they will work with the business or not. Influencers can make your potential clients sure that your products can bring expected benefits to them.

Use cooperation with influencers to share your stories. People like following stories and walking the journey with the author: talking about Pharma, it can be a story of a person who has diabetes and shares positive stories about their experience with your product. People share these stories, so the information about your company spreads. Influencers sharing the positive experience of using your products, increase people’s trust in your brand. This means, the leads generated this way, would most possibly be close to the purchase, and even can be considered SQLs.

Generate more leads in b2b pharma

The ideas above are the ideal plan for generating more B2B Pharma leads, but it doesn’t mean that they wouldn’t work separately. Try one or two of them, and you will see how the number of your leads grows. Client attraction and retention seems hard, but it becomes ways easier with the correct tool to control it all! Order a consultation from MD Cloud Experts to check out which Marketing tool would fit your business, and collect everything in one place. Our expert team is always here to analyze what you to and make it better!