Did you know that 85% marketers consider B2B lead generation a top priority, but only 44% rate their efforts as neutral when it boils down to effectiveness?
A lead is not a random prospective client. Not anyone or everyone is a lead. People have different needs and preferences. All you need to do is grab their attention, provide value and prove that your service will address their concerns.
Generating quality leads is the backbone of an effective B2B marketing strategy. Establishing a solid pipeline ensures you maintain a steady growth rate. And there is a heck of a difference between B2B and B2C marketing.
A combination of inbound and outbound is considered the best way to establish a solid pipeline. While outbound is a quick way of connecting with leads, inbound takes a while to establish your credibility, resulting in more qualified leads.
If you want to supercharge your B2B Lead Generation, here is how you can make it effective –
1. Automate B2B Lead Generation & Email Marketing Campaigns
Marketing Automation is, currently, one of the biggest trends in email marketing. It reduces the manual workload of managing segmented lists, targets user behaviors, and takes care of many other tasks. It can turn your email marketing strategy to increase sales by 5 times or recover 50% of abandoned carts.
For instance, Venture Harbour uses ActiveCampaign as an all-in-one CRM, email, and marketing automation platform. It offers some exclusive automation features in the industry without charging a bomb.
2. Send Cold Emails With Powerful Email Copies
Cold emailing is hard, so you have to make the first impression with powerful email copies to get results. Generate more leads from cold emails. Here’s how –
- Include things such as memes or animated GIFs to catch people’s attention. Be as creative as you can.
- Be funny! You don’t have to be grave as a graveyard. Humor goes a long way.
- Don’t spam people with marketing jargon. Get straight to the point.
- Information gets lost in people’s inboxes. Send at least 2-3 follow-up emails to better your chances of getting noticed.
3. Use Leadbots To Get More Qualified B2B Leads
RewardStream, like most companies, was working hard to generate B2B leads. But leads weren’t converting into customers. To increase sales, they tested a LeadBot. It accounted for 30% of their converted leads within the first 45 days.
4. Give Something Away For ‘Free’
Many brands forget to leverage this classic email B2B Lead Generation strategy. Users have got so habituated to being promised something for free that ‘freebies’ are worth nothing. It has lost its meaning.
But, for instance, Proposify offers its target audience free proposal templates. This B2B lead generation strategy is designed to turn free users into paying customers. It works well because there is real value in these genuinely free and helpful templates.
Proposify’s lead generation strategy communicates the product’s value and shows people exactly where they can sign up.
5. Warm-up to Your Leads
People visit your website because your content positions you as an expert on a problem they face. Search engines helped them find you.
They may have arrived on your blog after searching for digital magazines, interactive content, or white paper, etc. But once a prospect is drawn to your website, you have to get them into the ‘activation’ stage by offering them something valuable. You could ask them to download a guide or an eBook in exchange for their email address. Or, get them to sign up for your newsletter so you can connect with them, attract, nurture and convert them further.
As they engage with your high-quality content, they learn more about their problems and how your offerings can help them. Content, therefore, pulls your leads further into your funnel, and prospects ‘warm’ themselves.
6. Turn Your Blog Posts Into In-Depth Guides
You invest effort and time to create content for your website, third-party sites, blog, social media channels, and more. You want to make the most of this investment.
It helps collect the content in relevant groups and turn it into more meaningful content such as in-depth Guides. For instance, if you combine all your blog posts on business management and formulate them into a comprehensive guide, business owners will be interested in downloading them.
7. Add Dynamic CTAs to Your Blog Posts
Creating in-depth guides is one thing. Maximizing the number of downloads is something else. If you add dynamic CTAs to your blog posts, you turn more blog readers into email leads. CTAs prompts readers to download your in-depth guide, eBook, etc. Your readers have already demonstrated their interest, and CTAs create a pathway for them to attain more detailed information.
8. Follow Up With B2B Leads Religiously
After reviewing over 20 million outbound sales emails, the Woodpecker team found that campaigns with 4-7 follow-up emails sent to the users had a reply rate of 27%. It was 3 times higher than those with only 1-3 follow-ups.
To generate leads from outbound emails, follow-up with B2B leads religiously.
9. Co-host a Webinar & Create an Automated Webinar Strategy
73% of marketers find webinars as a top B2B lead generation tactic.
The marketing agency Impactbnd co-hosted a webinar with Wipster and generated 900 leads, and got 225 attendees.
Webinars pre-qualify and provide a platform to upsell and interact with leads to generate ‘on-demand sales. Running a webinar strategy requires a lot of hard work unless you automate it. Automating webinars is one of the most effective B2B lead generation strategies. Just keep track of performance, occasionally tweak when needed, and watch the leads roll in.
10. Personalize Landing Pages To Match Up Search Intent
Google Ads campaigns bring in highly relevant traffic at all times. If you want to generate more leads, personalize your landing pages to match the keywords users employ to find your business.
Unbounce provides a feature called Dynamic Text Replacement. It strikes a match between the content on your landing pages to your ad copy to ensure visitors find what they’re looking for.
11. Publish Experience-Driven Articles & Leverage LinkedIn Advertising
Experience-driven posts from career and skill-focused users are extremely well-received on LinkedIn. However, LinkedIn ads are exorbitantly priced. This puts B2B marketers off advertising on this platform. But LinkedIn Advertising connects you directly to business decision-makers as no network does. It allows you to reach out to the individuals who make the critical purchase choices.
12. Build Your Online Community
The power of communities is still strong. Reddit and Quora have proved it. Most successful B2B marketing strategies have emerged from creating online communities on platforms such as LinkedIn and Facebook. We have also witnessed how SEMrush created its community within Twitter.
Creating a community on LinkedIn and Facebook is more complex than it once was, mainly because too many similar topics have been covered and saturated. But this doesn’t imply that you cannot establish yourself as a valuable part of these groups/communities to build awareness. Once you have a following, you can create your groups. As long as you’ve got valuable content to offer the community, it will continue to draw people to what you have to say.
13. Optimize Your Web Forms
Whether it is an email signup, a product purchase, content download, or something else, every conversion goal involves a web form. Even after you’ve convinced someone to take action, that web form still stands in the way of completing your conversion goal.
So, your conversion optimization efforts begin with your web forms. Multi-step forms convert significantly higher than traditional designs with up to 300% higher conversion rates.
Leadformly is a form design and analytics platform that makes it easy to build, test and embed forms on any page without codes. It provides detailed insights on form fields that cause problems. So you can either improve them or remove them altogether.
14. Stop Sending B2B Leads to Broken Pages
Broken links, 404 pages, and slow loading speed sabotage your website’s ability to generate leads and get you penalized by Google. It can cost you organic traffic and cause visitors to bounce. Fortunately, they can be fixed with tools such as Ahrefs, SEMrush, etc.
15. Optimize Long-Tail Keywords To Get Qualified Leads
Long-tail keyword is 3-4 words long. It usually gets low search volume. But with the right long-tail keyword targeting, you can trade off search volume for remarkably high purchase intent that boosts sales with minimal SEO effort.
Leads may not always find answers to their question on your website. If they have a question that requires a bulky email exchange, you’ve lost them. Using a Leadbot can make you bypass lengthy talks and lead you straight to decision-making conversations.
16. Earn Your Buyers Trust With Social Proof
Since buyers may doubt your claims about a product/service, they look for social proof to make a more thoughtful purchase decision. Social proof is an influential tool for B2B lead generation. The more social proof you gather on your website, the easier it becomes to build trust and increase sales.
17. Amplify Lead Generation with Affiliate Marketing
When someone else promotes your products/services in exchange for a commission on your terms, it is known as Affiliate marketing.
Before beginning with affiliate marketing to generate leads –
- Ensure a steady budget to support your affiliate program.
- Offer an incentive to motivate affiliates to promote your product/service.
- Make sure that affiliates align with your brand message.
18. Pack Your Content with Data & Sharable Ideas
In the 2010s, you could almost publish anything. It would rank if the technical SEO were right. But things are different in 2021. Your content has to earn its place in the SERPs these days.
But what still hasn’t changed is that links remain one of the most crucial ranking factors. An effective way of generating links is to get your page to rank position #1 by packing your content full of data, statistics, and third-party references from trusted sources. The Google algorithm then verifies the accuracy and reliability of your content. It makes it more link-worthy and shareable to users.
19. Key Takeaways
B2B lead generation is tricky because there is no one-size-fits-all approach that can work for someone else. The resolution lies in finding a strategy that works for you. Content is the foundation of effective B2B Lead generation. It boils down to the target audience and how they interact with your business.