{"id":204175,"date":"2022-07-27T10:00:00","date_gmt":"2022-07-27T08:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=204175"},"modified":"2022-08-01T13:47:54","modified_gmt":"2022-08-01T11:47:54","slug":"generating-b2b-qualified-leads-in-pharma","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/engagement\/generating-b2b-qualified-leads-in-pharma\/","title":{"rendered":"Generating B2B Qualified Leads in Pharma"},"content":{"rendered":"\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"524\" src=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Generating-B2B-Qualified-Leads-in-Pharma_1.jpg?resize=800%2C524&#038;ssl=1\" alt=\"Generating B2B Qualified Leads in Pharma\" class=\"wp-image-204177\" srcset=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Generating-B2B-Qualified-Leads-in-Pharma_1-scaled.jpg?resize=1024%2C671&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Generating-B2B-Qualified-Leads-in-Pharma_1-scaled.jpg?resize=300%2C197&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Generating-B2B-Qualified-Leads-in-Pharma_1-scaled.jpg?resize=768%2C503&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Generating-B2B-Qualified-Leads-in-Pharma_1-scaled.jpg?resize=1536%2C1006&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Generating-B2B-Qualified-Leads-in-Pharma_1-scaled.jpg?resize=2048%2C1342&amp;ssl=1 2048w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Generating-B2B-Qualified-Leads-in-Pharma_1-scaled.jpg?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Generating-B2B-Qualified-Leads-in-Pharma_1-scaled.jpg?w=2400&amp;ssl=1 2400w\" sizes=\"(max-width: 800px) 100vw, 800px\" data-recalc-dims=\"1\" \/><\/a><\/figure>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>Generating B2B Qualified Leads in Pharma<\/strong><\/h2>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>How Content Marketing Helps Scoring More Customers<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Nowadays, there are high-level growth objectives in play for pharma. <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketers and sales teams<\/a><\/strong> share common ground on the importance of qualified lead generation.&nbsp;<\/p>\n\n\n\n<p>It&#8217;s important to tell the difference between an MQL and a SQL. A marketing qualified lead (MQL) develops further into <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">becoming a customer<\/a><\/strong>. A sales-qualified lead (SQL) has the interest in purchasing\/prescribing the products underlined. So, with MQLs, relationships will develop based on trust-building. It&#8217;s accomplished through <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">interactions at their journey major touchpoints<\/a><\/strong>.<\/p>\n\n\n\n<p>The main goal is the generation of both MQLs and SQLs, as an immediate sale takes the lead moving forward in the sales cycle. Also, the <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/urgency-the-new-normal-in-pharma-communication\/\" target=\"_blank\" rel=\"noreferrer noopener\">communication flow<\/a><\/strong> with tailored content will turn the lead into a customer. It&#8217;s done through fit-to-size messages that allow <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">great customer experiences<\/a><\/strong>.<\/p>\n\n\n\n<p>Both worlds must merge, so the wheel can keep spinning! Sales teams don\u2019t want one sale. The main goal for all is to generate qualified leads with the highest probability of converting into customers. These leads can bring <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/urgency-the-new-normal-in-pharma-communication\/\" target=\"_blank\" rel=\"noreferrer noopener\">more value to the business<\/a><\/strong>.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" id=\"h-b2b-content-what-to-deliver\" style=\"font-size:38px\"><strong>B2B Content: What to Deliver?<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" style=\"font-size:28px\">1) <strong>Virtual Engagement<\/strong><\/h5>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>The pandemic scenario put <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/virtual-healthcare-events-why-online-or-hybrid-options-are-the-best-choice\/\" target=\"_blank\" rel=\"noreferrer noopener\">webinars in the lead<\/a><\/strong>. Overall, conferences needed adaptation to remote settings and interactions became virtual<\/li><li>The popularity is here to stay with healthcare professionals (HCP) hopping on board the trend train&nbsp;<\/li><li><strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/virtual-healthcare-events-why-online-or-hybrid-options-are-the-best-choice\/\" target=\"_blank\" rel=\"noreferrer noopener\">Webinars<\/a><\/strong> generate more qualified leads. They build credibility within the experts&#8217; community and appeal to the most suited audiences<\/li><li>The contacts list from the <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/virtual-healthcare-events-why-online-or-hybrid-options-are-the-best-choice\/\" target=\"_blank\" rel=\"noreferrer noopener\">webinar registrations<\/a><\/strong> can be further developed with a previous certainty of interest on the prospect side<\/li><li>Recording can be repurposed for promotion. In essence, using a <strong><a href=\"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">multitude of channels<\/a><\/strong> and, if gated, it can generate more B2B qualified leads<\/li><\/ul>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" style=\"font-size:28px\">2) <strong><em>Series Creation<\/em><\/strong><\/h5>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/going-pro-in-life-science-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Keeping the content up-to-date<\/a><\/strong> and launching the series according to the segments&#8217; needs and stages of the journey is essential to building authority. It will also increase awareness and establish a company as a trusted go-to-source<\/li><li>By publishing a series of gated and <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/going-pro-in-life-science-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">ungated content<\/a><\/strong> that addresses pain points and presents solutions, pharma teams give a reason for their audience to come back again and again<\/li><li>It&#8217;s important to link <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/going-pro-in-life-science-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">relevant content<\/a><\/strong> while keeping it up-to-date and accurate. Audiences driven by their knowledge search will choose to engage with higher probabilities of converting into customers<\/li><li>Match the delivery with the stage of the journey where it\u2019s most needed. It builds the audience&#8217;s confidence and familiarity. It also benefits the development of the relationships needed in <strong><a href=\"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">B2B pharma marketing<\/a><\/strong><\/li><\/ul>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" style=\"font-size:28px\">3) <strong><em>Video Resources<\/em><\/strong><\/h5>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><strong><a href=\"https:\/\/www.bluenovius.com\/videomarketing\/video-marketing-in-pharma-7-reasons-why-its-a-trend\/\" target=\"_blank\" rel=\"noreferrer noopener\">Video content<\/a><\/strong> is the number one content consumed by B2B pharma audiences&nbsp;<\/li><li>HCP seek to educate themselves and guide their patients. Nowadays, they have a preference for <strong><a href=\"https:\/\/www.bluenovius.com\/video-marketing-growth-success\/animated-explainer-videos-in-pharma-whats-the-catch\/\" target=\"_blank\" rel=\"noreferrer noopener\">educational video content<\/a><\/strong><\/li><li><strong><a href=\"https:\/\/www.bluenovius.com\/video-marketing-growth-success\/animated-explainer-videos-in-pharma-whats-the-catch\/\" target=\"_blank\" rel=\"noreferrer noopener\">Explainer videos<\/a><\/strong> increase understanding in an easy-to-digest, bite-sized format. This is also beneficial to deleting the gap created by the time constraints in the HCP schedules<\/li><li>Using video, <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/consumerism-in-the-healthcare-industry\/\" target=\"_blank\" rel=\"noreferrer noopener\">pharma products<\/a><\/strong> can reach both prescribers and consumers. It&#8217;s possible understandably and transparently, and at the right time of the journey&nbsp;&nbsp;<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong><em>Did you know that to 51% of <a href=\"https:\/\/www.linkedin.com\/company\/9358437\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital marketers<\/a>, video content has the highest ROI of all marketing channels <\/em><\/strong><em>(Campaign Monitor)?<\/em><strong><em> Let us help you be one of them with <\/em><\/strong><a href=\"https:\/\/www.bluenovius.com\/for-marketing-teams\/\"><strong><em>PubExplainer<\/em><\/strong><\/a><strong><em>.<\/em><\/strong><\/p><\/blockquote>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"has-text-align-center wp-block-heading\" style=\"font-size:34px\"><strong><em>Pro-Tips<\/em><\/strong><\/h6>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol><li><strong><em>Gate valuable content: <\/em><\/strong>Regardless if it\u2019s a <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/virtual-healthcare-events-why-online-or-hybrid-options-are-the-best-choice\/\" target=\"_blank\" rel=\"noreferrer noopener\">webinar recording<\/a><\/strong> or a series of blog posts compiled into an e-book. Repurposing and gating relevant content allows for less creation and more lead generation.<\/li><li><strong><em>Add a chatbot feature to the website: <\/em><\/strong>Chatbots can help to make the visitors feel supported at any moment of their journey. Furthermore, they can assist in crucial moments of the <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">decision-making process<\/a><\/strong>.<\/li><li><strong><em>Run Pay-Per-Click Campaigns: <\/em><\/strong>A B2B lead generation tactic is through professional social networks. Use them for advertising reach expansion within <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">targeted communities<\/a><\/strong>. Additionally, don&#8217;t forget to make use of the analytics for optimization<\/li><li><strong><em>Work side-by-side with KOLs: <\/em><\/strong>Or, in this case, <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/how-the-evolution-of-digital-opinion-leaders-might-affect-your-pharma-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">key opinion leaders<\/a><\/strong>. You can use them to match the audiences&#8217; preferences of connecting with people, not businesses. This will help to increase the share of voice through word-of-mouth and influencers referral.&nbsp;<\/li><\/ol>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>Audiences Demand: Video Marketing in Pharma<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/video-in-medical-education-how-to-do-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">Video content<\/a><\/strong> helps pharma companies turn complex medical data into time-saving, bite-sized, attractive animations. Explainer videos, for example, are easy to digest. Viewers can consume them at the moment and device of choice.<\/p>\n\n\n\n<p>There&#8217;s been a boom in video watching crossing all ages. It includes demographic segments between 50 and 65 years old. Nowadays, <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/video-in-medical-education-how-to-do-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">medical animations<\/a><\/strong> suit both junior and senior targets in the pharma audiences.<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/video-in-medical-education-how-to-do-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">Video content<\/a><\/strong> takes a deeper dive into what the search data shows. Moreover, many pharma teams can create videos that go hand-in-hand with the audiences\u2019 needs and expectations.&nbsp;<\/p>\n\n\n\n<p>They provide solutions at the right time of the journey through the audience&#8217;s favourite channels. For HCP, for example, for industry-related interactions, email is still their favourite. Especially in a mobile-friendly format.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"has-text-align-center wp-block-heading\" style=\"font-size:28px\"><strong><em>Top Statistics<\/em><\/strong><\/h5>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>87% of marketers use <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/video-in-medical-education-how-to-do-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">video content<\/a><\/strong><\/li><li>51% of marketers worldwide state video as the content with the best ROI<\/li><li>The most popular video type created in 2021 was <strong><a href=\"https:\/\/www.bluenovius.com\/video-marketing-growth-success\/animated-explainer-videos-in-pharma-whats-the-catch\/\" target=\"_blank\" rel=\"noreferrer noopener\">explainer videos<\/a><\/strong> &#8211; 72%<\/li><li>Video marketers grow revenue 49% faster than non-video users<\/li><li>Video added to the campaigns get 34% higher conversion rates<\/li><li>84% of marketers state video helps generate leads<\/li><li>By 2024 it\u2019s predicted the increase <strong><a href=\"https:\/\/www.bluenovius.com\/video-marketing-growth-success\/animated-explainer-videos-in-pharma-whats-the-catch\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital video<\/a><\/strong> ad expenditure by 41.9%<\/li><li>Video gets a 157% increase in organic traffic from SERPs<\/li><li>Videos on landing pages increase conversions by 80%<\/li><li>Mixing video with full-page ads increases engagement by 22%<\/li><\/ul>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>Conclusions<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Collaboration between marketing and sales teams is more important than ever. It will help to score qualified leads that benefit both ends goals. In turn, this sets the course for higher conversion and revenue growth.<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/going-pro-in-life-science-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Content<\/a><\/strong> is the key when it comes to the B2B pharma&#8217;s audience. It will dictate the lead generation suited to the product. This strategy has a future likelihood to convert a lead and make it become a high-value customer.<\/p>\n\n\n\n<p>Pharma teams must combine efforts in delivering a <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">seamless customer experience<\/a><\/strong> at the exact moment. The development of long-lasting relationships with the audience helps in establishing the company as a trusted go-to source. Especially when it comes to <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/\" target=\"_blank\" rel=\"noreferrer noopener\">relevant medical resources<\/a><\/strong>.<\/p>\n\n\n\n<p>Video content enables an omnichannel presence that is time-saving and mobile-friendly. It matches the audiences&#8217; digital preferences and business interaction expectations.<\/p>\n\n\n\n<p>Benefiting campaign performance results and rapid revenue growth while increasing B2B qualified lead generation, <strong><a href=\"https:\/\/www.bluenovius.com\/videomarketing\/video-marketing-in-pharma-7-reasons-why-its-a-trend\/\" target=\"_blank\" rel=\"noreferrer noopener\">video content<\/a><\/strong> brings higher engagement and more conversions to your pharma company.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Generating B2B Qualified Leads in Pharma How Content Marketing Helps Scoring More Customers Nowadays, there are high-level growth objectives in play for pharma. Marketers and sales teams share common ground on the importance of qualified lead generation.&nbsp; It&#8217;s important to tell the difference between an MQL and a SQL. A marketing qualified lead (MQL) develops [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":204177,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[3572,3555,3576],"tags":[3522,3716,3719,3717,3718,2096,3714,3708,3711,3710,3712,3709,3723,3721,3720,3715,3722,3509],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Generating B2B Qualified Leads in Pharma<\/title>\n<meta name=\"description\" content=\"Nowadays, there are high-level growth objectives in play for pharma. 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