As a business, B2B lead generation is essential to success and growth. Generating business leads helps you identify potential clients and engage them to offer your product or service, enabling growth.
Surprisingly, 79% of businesses fail to plan their B2B lead generation strategies properly. When implemented and executed successfully, lead generation strategies give you an advantage over your competitors. This blog post will focus on ten effective B2B lead generation strategies that you can use to get more leads and grow your business.
Lead generation identifies potential customers and provides them with information about products and services that may interest them. It is a crucial part of any successful marketing strategy and can be done through various methods such as email campaigns, webinars, content marketing, website optimization, and social media campaigns. Lead generation strategies involve reaching out to potential customers to create a relationship and increase the chances of making a sale. By combining these tactics, businesses can increase their reach and find qualified leads who are more likely to convert.
For a successful lead generation process, it is important to have a clear understanding of your target audience, develop an effective lead generation strategy, and use the appropriate tools to capture lead data. Gaining knowledge on how to acquire B2B sales leads is only one step of the journey. If you are strongly dedicated to growing your sales, you need to create an effective lead generation process. This process unifies the marketing and sales teams and gives representatives a dependable structure to observe. We know that B2B lead generation is the method that salespeople and marketing teams use to turn potential buyers into paying customers. But, what exactly do these stages involve?
Most business-to-business lead generation strategies begin with identifying prospects. However, a lead is not considered a prospect until it has been qualified to determine its level of interest and fit as a potential buyer.
Sales and loyal following are the results of relationships established through contact and conversation with leads. Your team can reach prospects and connections via cold outreach, social media, or by responding to inquiries after compiling a list of high-quality leads.
Your marketing professionals should assess their lead pipeline regularly. This could be accomplished by conducting virtual or in-person interactions with leads to determine how likely they are to buy and where these connections stand in the buyer's journey.
The lead generation planning process evaluates where the lead is in the buying process by following these stages:
1. Research: At the research stage, the prospective customer is aware of a solution they require or a problem they are facing, prompting them to gain further knowledge. To do so they will likely read content such as blog posts, whitepapers, and case studies.
3. Consideration: The lead has a clear understanding of the service/product that is required. They will first outline their exact requirements before exploring potential vendors and consulting with them.
2. Decision: After reviewing vendors who best meet their needs, the lead initiates a conversation with other decision-makers in the organization to ensure that their business requirements are met and seek their approvals.
After several interactive sessions, presentations, calls, and demos, when the prospect selects the vendor, the deal is considered "complete."
If you are looking to increase your sales, developing a tailored strategy that takes into account your industry, product, and target customer is essential. It is impossible to recommend just one or two B2B lead generation strategies, so be prepared to experiment and learn to find the most effective ones for your business. To get you started, here are 20 B2B lead generation strategies you could try.
Email marketing is one of the most effective lead generation strategies. According to studies, 18% of businesses achieve an email marketing ROI of more than $70 for every $1 invested.
When lead generation planning email marketing can be an extremely powerful tool for generating leads and growing your business. Here are some tactics for effective email marketing.
1. Use personalized emails instead of sending out generic emails:
Make sure they're personalized for your specific target market to maintain a pipeline full of quality prospects. Define the purpose of your email by avoiding rambling and instead getting straight to the point.
2. Use strong call-to-action in your emails:
The call-to-action tells your readers what you want them to do, whether visiting your website, signing up for a free trial, viewing a video series, downloading a white paper or an e-book, or offering demos or presentations. Using images or other visuals is a great technique to increase engagement as it quickly captures the attention of readers.
3. Test, test, test!
Always test different versions of your emails to see what gets the best results in terms of open rates and click-through rates before sending them out to your entire list.
Social media is an agile lead generation strategy that builds a quick yet firm connection between you and your prospective client. According to reports, 66% of marketers generate leads after spending only six hours per week on social media. Using social media to generate sales leads allows businesses to identify and connect with those who are interested in your company's solution.
Content marketing is an effective lead generation strategy for businesses. Content marketing involves creating and distributing content that is valuable, relevant, and interesting to potential customers. This content can be in the form of blog posts, videos, podcasts, and social media posts. Content marketing helps build relationships with potential customers and can generate leads by driving more traffic to your website. Content marketing also helps to establish your business as a thought leader in your industry, which can help build trust with potential customers. Content marketing can be used to educate potential customers on your products and services and to encourage them to take action and become customers.
According to reports, 64% of the most effective B2B marketers have a documented content marketing strategy in their lead generation planning.
Layering your content strategy with content syndication allows you to publish your content on third-party sites to reach a larger audience and generate backlinks to your website.
Retargeting allows you to display content to people who have already visited your website or interacted with your brand in some way. You're missing out on a huge opportunity if you’re not using retargeting as part of your lead generation planning.
This is a highly effective way to generate high-quality leads because you’re targeting people who are interested in your solution. And since you’re able to track the behavior of each individual, you can refine your messaging and offer precisely what they’re looking for.
To get started with retargeting, it is advisable to sign up for a programmatic ads platform like Google AdWords or Facebook Ads. Once you have an account set up, you can start creating targeted ad campaigns to reach your ideal buyer wherever they are online. Or work with an outsourcer like S2W Media to take your programmatic advertising strategy to the next level.
A good case study includes people, problems, solutions, and experiences. Your case studies could be the deciding factor in eliciting a response from your prospects. A marketing case study aims to convince readers that a particular process, product, or service can solve a problem that differentiates your business from your competitors.
Research reports indicate that 68% of marketers used case studies as a part of their lead generation planning because case studies significantly influence people.
Many companies have found success by developing relationships with key decision-makers within their target accounts by implementing a combination of personalized outreach (including direct mail and phone calls) and content (such as white papers and case studies).
A well-designed landing page is essential for an effective B2B lead generation strategy. The goal of the landing page in any lead generation strategy must be to build a database of high-quality leads that can be nurtured through more personalized marketing campaigns to drive conversion.
The average conversion rate for landing pages across industries is 9.7%. Landing Page is a standalone page that can be connected to your company's website or used independently.
The overall performance of lead generation strategies improves when landing page conversion techniques are incorporated into the lead generation planning. Following are key techniques that make your landing page more effective:
76% of consumers prefer a website that makes it easy for them to find what they want. Therefore your website must be optimized for search engines so potential leads can easily find you when searching for businesses or solutions comparable to yours.
If you want to generate leads through your B2B website, you'll need to offer something of value in exchange for their contact information. This is typically done in the form of a lead magnet or incentive.
A lead magnet is a piece of content or an offer, such as a free report, an e-book, or a discount, designed to entice people to give their contact information. Incentives, on the other hand, are used to motivate people to take action. They can be either financial (such as a discount) or non-financial (such as an entry into a contest.)
Today's lead generation strategies revolve around being relevant to the potential buyer. Sales intelligence goes beyond website browsing to assist you in identifying qualified leads and closing more deals.
Sales intelligence technology assists in the collection of information about your prospects. You can use the collected intent data to learn more about what prompted potential buyers to convert, their buyer journey, and their specific needs.
According to Gartner's research, artificial intelligence (AI) will dominate the market in the near future. It will free up lead generation specialists' time spent manually generating leads.
Chatbots and virtual assistants can be part of your lead generation strategies. They also have the capability to increase website engagement and lead nurturing this is an effective way to generate leads.
Bots can be integrated with CRM systems, and machine learning processes can be linked to business apps such as Slack, Google Analytics, or email automation software. AI algorithms can then analyze the collected data to provide insights into where your leads are coming from and their characteristics.
There are a variety of lead generation strategies available, ranging from traditional methods to digital marketing. In today's B2B marketing, highly qualified leads are essential to conversion and growth for your business.
This is why you require a B2B lead generation strategy unique to your company. The professionals and experts at S2W media can help you build the lead generation strategy that allows you to reach a larger audience, increase brand awareness, and improve search engine rankings filling your sales funnel with highly-qualified leads.