{"id":42563,"date":"2021-03-11T12:41:07","date_gmt":"2021-03-11T17:41:07","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=42563"},"modified":"2023-01-03T15:24:05","modified_gmt":"2023-01-03T20:24:05","slug":"research-and-other-smart-pivots-b2b-marketers-are-making-to-generate-more-visibility-and-leads","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/research-and-other-smart-pivots-b2b-marketers-are-making-to-generate-more-visibility-and-leads","title":{"rendered":"Research…and other smart pivots B2B marketers are making to generate more visibility and leads"},"content":{"rendered":"

\u201cWe got most of our leads from referrals. This pandemic has us till caught flat-footed.\u201d<\/p>\n

\u201cMost of our leads have always come from conferences, trade shows, and speaking events. That is how our budget was set up and we don\u2019t know how to adapt yet.\u201d<\/p>\n

I still hear comments like these from prospects and clients on a weekly basis. research from our own Hinge Research Institute<\/a> shows that referrals are down and face-to-face conferences, trade shows, and speaking events have a way to go before people are comfortable attending them again. So how do marketers adapt and generate more visibility, leads, and trust in these unprecedented times?<\/p>\n

Hinge Research Institute\u2019s annual High Growth Study<\/em><\/a> research tells us that one of the best pivots that marketers and others can make is to leverage research more (at least quarterly). It has proven to be highly impactful marketing technique. In our recent High Growth Study<\/em>, we identified a small group of marketing techniques that provide exceptionally strong impact for the level of time and effort they take to implement. To identify these techniques, we subtracted the effort required from the impact realized. Think of them as high impact for the effort invested. While not all techniques apply to every audience, research gives you an effective and efficient way to fill the gap of leads that you are not getting from referrals, conferences, trade shows, and speaking events.<\/p>\n\"\"\n

Most marketers and business professionals think of research as a tool to make better business decisions. It is a cost made for an inward function: learning more about competition, branding, messaging, pricing, etc. However, more and more folks are realizing that they can leverage research as an investment for an outward function: teaching target audiences about industry and peer behaviors, priorities, trends, and perceptions. By using \u201cResearch as Content,\u201d<\/a> you can take that one research study and repurpose its content dozens of different ways throughout the year. Suddenly you are in a position to measure the number of leads, meetings, sales opportunities, and dollars that were generated from campaigns leveraging all or part of the research content. It puts the value of research in a new and different light.<\/p>\n\"\"\n

If that is not enough to sell you on using more research this year in your marketing initiatives,\u00a0here are two very compelling reasons:<\/p>\n

1. Firms that do frequent research grow faster.<\/em><\/p>\n\"\"\n

2.\u00a0Firms that do frequent research are more profitable.<\/em><\/p>\n\"\"\n

Let that soak in for a minute.<\/p>\n

How many other marketing tactics that you use can be documented as helping companies grow faster and be more profitable? Perhaps leveraging research should move up on your list of marketing priorities.<\/p>\n\"Click<\/a>