B2B lead generation entails attracting prospects into a business’s sales funnel and increasing their interest through nurturing with the goal to convert them into a customer
Marketers must understand the available lead generation channels, build a holistic content and customer outreach strategy for maximum output
B2B lead generation is about identifying the right channels and implementing the most practical combination of tactics for achieving revenue goals. A seasoned B2B marketer should understand the productivity dynamics, budgets, and expectations of every digital marketing lead generation channel.
Around 61% of marketers say driving traffic and generating qualified leads is their top challenge. Marketers are implementing different tactics to grow their conversions. The methods that enterprises use will depend on their target audience- their preferences, pain points, and preferred medium. This article will provide insights into organic and paid tactics for B2B lead generation and optimize the overall demand generation strategy.
Optimizing social media
Social media marketing is now a critical constituent of the B2B demand generation strategy. It offers both organic and paid platforms for businesses to attract and engage audiences.
Start by embedding links to the website’s landing pages on LinkedIn, Facebook, Twitter, and other social media posts. Give visitors an option to visit the website and check out the products/services. Here is an example of one of our LinkedIn posts:
Business social media profiles must provide means for customers to contact, signup for newsletters, shop, and more. Marketers can also promote gated content through social media channels to obtain the name and email addresses of interested users. Furthermore, by using social media analytics, B2B marketers can identify which landing pages are getting more clicks through social channels. And accordingly, reshare those landing pages across different channels to get more traction.
Host live events & discussions with industry influencers:
Marketers can periodically host live events and discussions on high-performing social media channels to attract users on their pages. Collaborating with industry influencers is a good practice for B2B enterprises to direct niche audiences on their website. Furthermore, marketers can incorporate promotional offers and giveaways within the live event in exchange for prospect information like email id, company name, designation, etc.
Make the best of social listening:
B2B marketers should maximize online lead generation opportunities through social listening. They must monitor social media conversations and see what their target audience is saying about certain industry topic or a competitor brand. For example, a customer complaining about a competitor’s product will appreciate an alternative.
Similarly, people asking for recommendations on sites like Quora will definitely love to hear about a company’s suggestions. Marketers can answer Quora questions and embed a CTA or website’s link at the end of it to drive website traffic. These tactics will help drive refined and interested candidates onto the company’s website.
PPC lead generation
PPC or pay-per-click campaigns encompass a wide range of paid advertising platforms. The most popular of them are Google AdWords and the display network. However, there are other paid lead generation platforms outside of Google, including:
• B2B review directories or comparison sites
• Trade media display ads
• Social media ads
• Affiliate marketing
What sets PPC campaigns apart from other tactics is that it is highly targeted. Using different advertising tools, marketers can reach out to a specific or niche B2B audience.
Boost lead magnets: In addition to organic promotions, marketers can boost their lead magnets to increase impressions among a niche audience. This will help increase the reach of lead magnet offers among the audience who might actually need it than a broad generic audience.
Run A/B testing: Some ad copies, headlines, and creatives work better than others. A/B testing allows marketers to quickly determine which ads are working and which are not. Furthermore, with the help of automation tools, marketers can automate the repetitive PPC processes and build responsive search ads for higher click-through-rate and form fill-ups.
Leverage lead generation ads: Instead of using conventional landing pages, marketers can leverage lead generation ads to simplify the process of form fill-ups. Lead gen ads come with pre-populated forms using details that prospects have already included on their social media profile, like their name, designation, existing company, etc. These ads save time, speed up the online lead generation process, and boost the conversion rate.
Create sequential retargeting ads: Retargeting ads can help marketers re-engage with lost prospects. Say some prospects clicked on the primary ad and scrolled through the landing page but did not fill the lead form. Marketers can retarget such prospects with more personalized ads that encourage them to fill up the lead generation form. They can also retarget users who landed on the website through a web search or referral websites. Retargeting ads have 10 times better click-through rate than regular display ads.
Use Facebook ads’ dynamic formats & creative feature: Using Facebook’s dynamic formats and creative features, marketers can optimize their lead and conversion ads across the target audience. When switched on, Facebook automatically determines the best blend of ad format, creatives, descriptions, and destination for each user.
Content marketing is at the core of online lead generation strategy. It focuses on creating written, video-based, and graphical content that is interesting or valuable for a company’s defined audience. The goal here is to attract and sustain online engagement for prospective leads down the road. It is also an essential part of lead nurturing and post-conversion engagement strategy.
Content pieces like webinars, whitepapers, eBooks, and more can be offered as a lead magnet to customers in exchange for their information. With the right SEO planning, blogs can improve a company’s search engine rankings, linking them to keywords searched by their target audience. Moreover, a well-placed, attractive CTA in a compelling blog post can direct prospects to the landing page for leads.
According to DemandMetric, content marketing generates 3 times more leads than traditional marketing. Also, businesses using video content on their landing pages see as much as an 86% increase in conversion rates. Content marketing also establishes niche authority and places prospects within a company’s sphere of influence. For example, when users search telesales services, they come across Denave consistently.
Some of the most effective content pieces that can drive fruitful B2B lead generation program includes:
Authoritative posts: Topics related to the company’s core service line.
Opinion pieces: Insightful content developed by industry experts and backed by data.
Guides: Tips, tutorials, and guidebooks that address audiences’ pain points.
Topical content:Piggybacking on trending and popular topics that are relevant to a company’s products/services.
Whitepapers: Detailed whitepapers developed through industry and market research backed by expert insights and market data.
Infographics: Information converted into digestible visual bits for easy consumption.
Webinars: Expert discussions on industry trends, customers’ pain points, product innovations, and more.
Video content: Around 72% of prospects prefer watching a video to reading about a product or service.
Email marketing campaigns
In an age of social media frenzy, B2B email marketing still retains its value as one of the top customer outreach methods for global B2B businesses. Even though LinkedIn has picked pace, many B2B decision-makers like to engage with potential buyers through emails. Email acts as a bridge between marketing automation and CRM, two cloud sales solutions widely used by marketers today.
Some of the factors that affect email marketing conversion rates include:
• Value offer: Companies must leverage lead magnets to attract email sign-ups. It can either be a valuable content piece, free offers or product demos, or anything that the target audience finds interesting.
• Landing page: Marketers must optimize their landing page by clearly showcasing the lead magnet offer, compelling CTA, and appealing visuals.
• Subject line: The email subject lines should be short, crisp, and compelling. It should clearly reflect the messaging given in the email body.
• Segmentation: Marketers should segment their account lists into sub-lists based on information like technographic, demographic, customer intent, buying preferences, and more. This will allow marketers to send targeted, more personalized messages.
• Analytics: Marketers should run analytics to clean and update email lists regularly. They can also leverage the services of B2B email list providers to source new contacts, validate, and update existing contacts.
Promote lead magnets through emails:One of the effective ways to increase signups and landing page visits is to send out product offers and lead magnets through emails. Furthermore, disseminating quality blogs, eBooks, and whitepapers through emails will also help ignite the interest of cold prospects.
Apart from these major tactics, there are several other tools and channels that B2B marketers can leverage to generate high-quality, relevant leads for their business. Automated lead generator tools, B2B data providers, customer referrals, surveys, etc., can also unravel undiscovered demand in the market. Marketers need to clearly define their goals, understand different channels, and layout a structured strategy to succeed at online lead generation. Customers today have become more self-servicing in their approach, and hence high-value content is a necessity to engage with VP/Director-level audience.
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