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Lead Generation Secrets for the B2B Business

Angeline Rast
15 November 2019

For B2B brands finding quality leads is not always a straightforward venture. It normally requires you to effectively tell the story of how the value of your brand will satisfy your customers’ needs.

Lead generation is the process of attracting and converting web visitors/prospects into leads. The right lead generation strategies should be able to uncover the following:

  • The people who are visiting your website
  • Their names or their email addresses
  • The pages they visit
  • And what they do before and after filling out a lead conversion form

Let us look at some of the methods you can use to get quality leads and ultimately increase sales.

Email Marketing

Invented in 1972, email is considered one of the marketing channels that have stood the test of time. Email marketing either directly or indirectly through another company’s mailing list, is one of the recommended lead generation strategies for any business.

What matters more in any lead generation strategy is how you use it. Relevant, personal email marketing has more impact than impersonal re-written content. The impact of email marketing cannot be understated though; in upgrading to a marketing automation solution, Thomson Reuters experienced a 175% increase in its revenue.

Search Engine Optimization

Search engine optimization can have a huge impact on B2B marketing. Ranking first page on Google, thereby increasing the number of visitors who come to your site through search queries can really increase your sales. You also get the power of buyer intent, meaning a buyer may come to your site since they are actually searching for something they want to buy – and that’s what you want in terms of quality leads.

It takes a combination of quality content, conversion rate optimization, content marketing, link building and social media marketing to achieve this.

Social Media Marketing

Social media marketing can help boost your lead generation strategy. One of the key selling points is to know where your customers hang out. Statistics show that Facebook has 1.94 billion monthly active users. Nearly eight out of ten American adults use Facebook. This shows that the majority of your leads and prospects are definitely on Facebook and you should establish your presence there. Besides, Facebook has a feature that lets you put a simple call-to-action (CTA) button at the top of your Facebook Page. This enables you to send your Facebook followers directly to your website.

There are different social media platforms; therefore, marketers shouldn’t just focus on Facebook. You may get leads from other platforms such as LinkedIn, Pinterest, Twitter, Snapchat or Instagram, depending on your niche.

To generate social media leads, you need to create a strong social media strategy that combine scheduling and posting links, videos, images and gifs. You can once in awhile market free offers that will require free email subscription. Once your leads subscribe, you can proceed to nurture and convert them via email.

Content Marketing

Content is king when it comes to marketing. Company websites offer information that acts as a lead generation option. 87% of B2B marketers use content marketing. That means that your competitor is most likely using it.

This is where companies create and share online content such as videos, blog posts, social media posts and infographics, not explicitly for brand promotion, but to stimulate interest in their products and services.

Content marketing aligns both sales and marketing. It also helps to show your brand’s expertise, authority and trust. You can use gated content to nurture and convert high quality leads. It also makes it easier for your brand to measure success.

What constitutes a good lead generation strategy?

Calls-to-Action

A CTA is a button or message that calls web visitors to take some sort of action. Web visitors will act as they are instructed. ‘Call now’ and ‘Save now’ are some of the words that spur action and can be generated into leads. In understanding the lead generation channel and your audience, the call to action will be tailored to suit and appeal to the audience. Also make sure to link your CTA to a dedicated landing page.

Offers

You should be able to understand the different stages of the buying cycle so as to be able to create the right offers. An offer refers to something of value that’s being “offered” on the landing page and this may include an ebook, guide or a free trial. You should ensure that the offer is of great value and that it will make a web visitor provide their personal information in exchange for access to it.

A multichannel Approach

Marketers need to be where the audience is. The marketing process has to be dynamic to suit changing times and channels. From traditional to online channels or integrating both modes of marketing to reach all potential customers, a good lead generation strategy needs to have a multichannel approach.

A good lead generation tool

Leverage a good lead generation tool that will integrate easily with your existing analytics and CRM solutions. A customer relationship management (CRM) system holds customer information within a one database and the corresponding sales staff interaction with the customer. Understanding the sales cycle is important to generating leads and revenue.

Analyzing how much time is spent at a certain stage in the funnel and the fruit it bears is vital in target setting, staff allocation, and investment. The CRM can manage staff; allow smooth handover of clients while getting an automated update on deals, the stages the deals are in and the progress of each sales representative.

The buyer profile is also available in this database. This system gives a great leeway to choose who to involve in the lead generation process, at what stage and even a certain buyer profile that is to be shunned or followed-up.

Wrap Up

Lead generation in B2B is not a walk in the park, but in order to ensure that you get quality leads, you must make sure that the strategies you use are effective. Therefore, intense research and analysis is required for the best B2B marketing strategies so as to achieve the desired return-on-investment (ROI).

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