B2B leads are the starting point of any sales process or B2B marketing funnel. It typically involves gathering information like the name, email id, job title, company, etc. about a potential customer. This information is beneficial for making a sale.
Accurate business leads help to build a pipeline that ensures a steady growth rate. The inbound inquiries are carefully nurtured and passed on to the sales team to close the deal.
While some B2B brands are more inept at converting these leads into sales, others are stuck in limbo- unsure about the best way to move ahead.
Therefore, in this article, we bring to you 5 best lead generation strategies for B2B that are most effective in generating verified leads.
B2B lead generation guide
Outbound lead generation strategies give you a faster means of establishing a connection with your leads. On the other hand, an effective B2B inbound sales plan results in better B2B leads. Hence a combination of outbound and inbound is an excellent way of going about building a pipeline.
Here is our recommendation for the most effective means of B2B sales lead generation:
1. Email marketing
Emails have stood the test of time, and it still occupies the top spot on several marketer’s lists of B2B sales lead generation strategy. The major benefit of using email leads for sale is that marketers can target a hyper segmented user base and use personalized content to improve the engagement at each stage of the B2B marketing funnel.
Chasing sales leads with email addresses through a well-thought email marketing campaign is a great way to reach your target audience, build user engagement, and improve the ROI of email marketing.
Below are some of the essential factors that you must bear in mind to increase your conversion rate:
- Value offer
Make use of a lead magnet to invite email sign-ups. The lead magnet can be attractive freebies, valuable content, exciting deals, or any other benefit that your target audience considers valuable.
Make full use of your landing page and optimize it by having a powerful call to action, appealing visuals, and clear information about your lead magnet.
Email subject line
As people generally scan through the subject line before opening the email, keep it crisp, short, and fascinating. It should mention the benefit that users can derive out of it.
Break down your B2B lead lists into further sublists to send out a more targeted message to your potential clients. This will also help improve the number of people who open and click-through emails.
Employ the power of data analytics to clean up your email promptly for sale and update it according to the recipient's actions.
- Bottom line
Emails marketing has made tremendous progress over the years. With the advent of several useful tools, it is now possible to identify prospects with more precision, nail the timing, and choose the correct marketing channel to target them.
Whether you send a promotional link or a newsletter, technology lets you identify who opened the email and take action like clicking the link. This information can then be used to determine the future course of action.
Thus, email marketing is an excellent way to engage with prospects, share content, and make pitches. However, the key point to make note is the use of intriguing content that is tailor-made to suit the buyer's persona.
2. Content marketing
A large number of active internet users learn more about a product through content than traditional advertisements. This shows that B2B buyers prefer to learn about a product on their own in the initial stages of the buying process.
According to the data published by DemandMetric, content marketing can generate 3 times more B2B sales leads than traditional marketing methods. Additionally, companies that adopt content marketing techniques have a 6 times higher conversion rate than companies who are non-adopters.
Therefore a strong content marketing strategy is very much needed for effective B2B sales lead generation.
Content marketing is a superb option for businesses that have fascinating sharable content such as videos, infographics, articles, and so on. To make this work, it is essential to perform adequate research to figure out the kind of language you must use, the content that is most likely to be enjoyed by the audience, who are the influencers they pay attention to, etc.
Once you have gained adequate information about your target audience, give them a high-quality copy like blogs that are highly efficient in generating B2B inbound sales.
Here are some of the advantages of using blogging as part of your content marketing strategies:
Drive higher traffic to your website
Blogs are, by far, the best form of content. With the right mix of SEO style of writing, blogs are highly likely to appear more in search results than other forms of content.
It builds your search presence linking you with the keywords that are currently searched by your audience.
Convert the traffic into leads
A compelling and well-placed call to action in an exciting blog post can surely direct prospective clients to your landing page.
Generate repeat business
An impressive blog post can delight existing clients with new content that can push referrals or repeat business.
What type of content drives lead generation?
If you are wondering what type of blog posts are most effective, here is a list that works best when properly aligned with your marketing goals:
High authoritative posts: These are topics written by a subject matter expert.
Solid opinion pieces: Reliable data often backs such blogs.
Original research: These are more likely authorized for industry consumption.
How-tos: The content focuses on providing tutorials or tips that offer solutions to the problems of the target audience.
Trending content: By developing a blog post on popular topics and relevant to your business, you can piggyback your way to the top of search results.
Infographics: These are information converted into visual bits. They are very effective and easy to consume.
Videos: A sizable portion of the audience prefer to see a video than reading content about a product. Hence videos also help to generate B2B sales leads.
Besides blogs, you can also use other content marketing strategies such as hosting a webinar, publishing a research report, etc.
You can also use these strategies together to get the best results. For example, if you have a research report, you can publish a part of the findings on your blog post, or if you are planning to host a webinar, you can announce it on your blog or even publish a video extract from the webinar once it is over.
Whatever you choose, make sure to build content with topics that prove to be lead magnets for your prospective clients.
3. Social media Marketing
Social media marketing has become a vital component of B2B marketing and is an incredible tool for generating leads.
Social media marketing helps to refine the B2B sales lead generation process as it allows for a more targeted approach. It also enables brands and businesses to interact with prospective customers directly.
However, the process is not so easy and requires a well thought out plan. Here are a few ways of capturing leads on social media:
Direct the visitors to your website
A visitor on your social media does not constitute a lead in the true sense as contact details like email address, phone number, etc. are not captured. Therefore, it is imperative to ensure the visitor is promptly directed to your website.
Make this simple for them by providing several links to the landing page of your site. Make provisions on your website to capture those leads with the help of free offers, signups, subscriptions, and newsletters.
Enable sign-ups directly from social media handles
This is another great way of gaining new leads. By enabling this feature on your social media handles like Facebook, Twitter, and the like, you can get the email addresses of your social media visitors.
You can then use this information to engage with them directly through personalized emails.
Use the call to action
As social media marketing is also a form of marketing, do not shy away from the occasional use of a powerful call to action.
Promote your brand by inviting valuable feedback, providing a link to your website, or even suggesting what the visitor must do next.
By using these strategies, you are sure to witness a surge in the number of B2B sales leads generated. However, if you want to unleash the power of social media marketing truly- use LinkedIn and Facebook ads.
Social media influencers are also an excellent way to churn new leads. As these influencers already have a loyal fan base that is ready to consume whatever content they put out, a suggestion to buy your product can result in new sales immediately.
4. Give away freebies
This is a time-tested lead generation strategy. However, for this to work, you must give something that is of value to the prospective users. If you are willing to go the extra mile- offer something that your competitor may charge for. This strategy requires minimum effort but produces incredible results. Here is one way you can go about it:
Develop an e-book that is currently being sought by your audience
Share it with them free of cost
In return, they will provide their email address
And Voila! You have a pool of verified leads!
Points to remember about freebies
While deciding on what free stuff to give away, keep these points in mind:
- It must be shareable
The whole idea behind giving away freebies that it should be deliverable instantly in exchange for the visitor's email id. Therefore, your free tool or content must be digital.
- Don’t Skimp on Quality
If your freebie is a product, you may be tempted to give away your lesser valuable products for free. But don't do it!
When you are reaching out to potential customers, it is necessary to put your best foot forward. Moreover, if they like the freebie, they are more likely to not only buy the product but also recommend it to others.
- Create an urgency
If you wish to reach a larger audience in a short amount of time, create an urgency for your freebie. You can do this by limiting the number of free samples.
Regardless of which industry your business fits into, people are always willing to share their email address in exchange for free stuff.
Therefore, make full use of this B2B sales lead generation strategy to harvest several email addresses and nurture potential leads.
5. Optimize your website for mobile
With the rapid availability of affordable smartphones, many users are now posting B2B queries from their smartphones and not from their personal computers. So if your website is not optimized for mobile, you will be losing out many prospective clients.
Websites that are not optimized for mobile phones do not show up well on mobile screens and provide a poor user experience. As per Google’s Think Insights, there is a 61% chance that users will abandon your website if they do not have a positive experience.
Consequently, many qualified leads can get lost simply because your lead generation form did not load properly on a user's smartphone. Moreover, the Google search engine penalizes such websites by ranking it lower than sites that are better optimized for mobile.
Therefore, avoid this pitfall by optimizing your website for mobile devices. This will not only prove beneficial for your marketing goals but will also help your target audience to make their purchasing decisions quickly and efficiently.
As more buyers are increasingly using mobile devices to make their purchasing decisions, mobile marketing has turned into a goldmine for B2B sales leads.
Hence ensure that your website, emails, forms, and ads are mobile optimized.
Developing an effective B2B sales lead generation need not be time-consuming or difficult. You can automate most of the steps in the process if you have the budget and the right tools at your disposal.
Do remember that the result of a B2B lead generation strategy should not be more leads. Instead, one must focus on generating qualified and verified leads. After all, you want to draw the attention of people who are willing to pay for your service or product.
We hope you enjoyed reading our 5 best lead generation strategies for B2B. Feel free to apply or reapply these techniques and better your lead volumes.