25 B2B Lead Generation Strategies That Deliver Marketing ROI

To stay competitive in your industry, the end of the year always signals the reevaluation of old strategies and the search for new ones.

Due to the influx of new insights as well as a multitude of emerging technologies, B2B buyer behavior continues to evolve at a breakneck speed as a result of new insights and emerging technologies. Considering the ever-changing landscape of B2B marketing, it is understandable that B2B marketers are finding it more and more challenging to adapt their b2b lead generation strategies.

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What is b2b lead generation strategy?

In order to drive prospective customers to their organization organically, B2B marketers use the concept of lead generation b2b is to generate leads inshort, b2b lead generator. An inbound marketing strategy is a collection of tactics that are intended to build visibility, awareness, and interest within a target audience network through various inbound marketing approaches. Social media postings, blog posts, and SEO (Search Engine Optimization) are three methods of generating leads that may be used in b2b leads generation. 

There are several steps that go into the marketing lead generation process, and the first step is to generate the lead, which will guide prospects through the sale funnel to the final sale. As part of lead generation campaigns, you capture leads (collecting their names and contact information, and then sending them to your sales funnel (such as an email campaign that nurtures them) once they’ve been captured. It is one of the strategy lead generation best practices.Increased revenue and qualified leads are the goals.

Here are 25 B2B lead generation strategies that deliver marketing return on investment:

The explosion of content addressing consumer concerns at every step of the buyer’s journey as well as the huge amount of content available to consumers has created consumers who are more and more knowledgeable as a result of their exposure to content. Moreover, as technology advances, consumer expectations have also risen as a result.

There was even a study published by Walker Information that projected that the key brand differentiator for most companies now becomes the customer experience rather than price and product.

As some B2B brands improve their conversion rate, others are stuck in their old ways, perhaps unsure of what is the best way to spice things up in their marketing.

Nevertheless, 61% of businesses report that lead generation techniques are the greatest challenge when it comes to their marketing efforts.

While there are many free lead-capture tactics out there, only a few will actually help you maximize your return on investment (ROI). We’ve put together a list of effective strategies that can add a competitive edge to your B2B lead generation tactics.

1. Create Content that generate value

You should regularly publish content on the web. As a result, you increase both visibility, as well as reputation. Rather than merely making your brand look good, you should provide your audience with value in your content.

Publishing valuable content to your target audience that provides valuable information, education, and entertainment to your target audience is a smart way to get their loyalty. Once you have gained the trust of your leads, it is easier for you to convert them.

It is also important to publish frequently. It demonstrates your dedication to provide your target audience relevant and valuable content by publishing quality blog posts more often.

An analysis conducted by Hubspot has found that companies that publish 16 blogs per month or more generate 4.5 times the amount of leads compared to those that only publish 0-4 posts per month. It was also revealed in the study that 47% of B2B buyers use content when doing research and making purchases for their businesses.

Prior to contacting a salesperson, B2B buyers consume three to five pieces of content related to their industry.

You can use this information to meet the information needs of your audience by producing more content frequently.

Finally, while moment marketing is great for staying relevant or going viral for a short period of time, creating impactful content where your potential clients are.

Your SEO strategy can be enhanced with evergreen content that keeps your site fresh on search engines. All the qualities people love about high-quality content can be found in evergreen content, such as helpfulness, usefulness, and shareability. It’s also timeless.

2. Organize your content

The decision to gate content is not one that is taken lightly by every marketer. In spite of this, this is a very effective method for identifying leads who are highly interested in your business and attracting them to your website.

Gated content has the potential to increase conversion rates and leads when done correctly. 

You should consider gated content if your audience is familiar with your content, and if you have already come up with a library of valuable content that is sure to appeal to them. There is a good chance that your loyal readers won’t be too apprehensive to provide you with their email addresses and names so you can have access to their content.

3. Get Emails in exchange for Content

Take advantage of content offers that require users to provide a contact number before they can access them or buy them. In this way, you will be able to quickly expand your contact list and get the business to business lead generation process started as soon as possible. It is essential that you provide various resources for your audience members such as eBooks, guides, white papers, checklists, tutorials, tools, and anything else you can produce that adds value to their lives.

In addition to newsletters and webinars, other opt-in options should be considered. You should always ensure that whatever you produce is educational, problem-solving, or entertaining.

In order to capture the contact information of your visitors, you will need to use forms on your site. If you want to minimize the number of fields that need to be filled out, you should ask only for information for sales team requirements in order to do their job properly.

4. Create more relatability

In marketing, one size does not fit all. Consumers now want a more personal connection with their favorite brands and a more meaningful relationship.

SalesForce surveyed 7,000 consumers for a survey that found 57% of them were willing to share their data for personalized offers, 53% for personalized product recommendations, and 52% for personalized shopping.

Personalized content marketing is the key to success. You don’t have to use first names, stalk people, or use first names on the Internet. You can present personalized content based on the content consumption behavior of your audience.

5. Create a community through social media

Your content can no longer be published or promoted only through social media. Business benefits from social media.

Your audience will appreciate the opportunity to interact with you. A typical person significant amount of time social media devices. They have an average of 7.6 active social media accounts. Don’t miss out on this opportunity.

Regardless of which platform you choose to operate on, you must maintain regularity on each one. For the purpose of promoting your brand on social media, make sure to select at least three or four different social media channels. Your choice of which social networking site to use should be based on the type of market you are trying to reach along with their common social media habits. 

It would be great to have an industry-related Facebook group where you can discuss pressing issues. Get in touch with similar individuals orwith similar individuals or topics and causes by using hashtags on Twitter and Instagram.

The importance of LinkedIn Marketing comes from the fact that this social network is the most popular platform for communicating with B2B prospects and explaining your brand. As a leadgeneration network for B2B companies, it has impressive traction. B2B leads are generated by LinkedIn in more than 80% of cases, which tells us CXOs need to maximize their social media efforts.

The mere act of connecting with customers isn’t enough when the competition is so fierce on social media channels. It is important to make sure that you send out communicate to the people behind your brand to combat spam and marketing that is irrelevant to enhance the relationship between customers and your brand. Participating in your local community and staying involved in it will yield the best results.

6. CTA and Landing Page Optimization

In some cases, landing pages contain multiple offers on the same page. Have you ever noticed that? In the event that your business falls into this category, you need to rethink your strategy for converting leads. Multiple offers on one page have been found to reduce conversion rates by up to 266%, according to a study conducted by the Marketing Experimentation.

You should address SEO best practices, provide content that is valuable to your customers, optimize the signup form for increased conversions, and implement a testimonial campaign on your landing pages.

In addition to improving your offer’s conversion rate, they will make visitors more likely to convert.

Make sure your Call-To-Action (CTA) is clear and focused on a single goal per landing page. Make your landing pages and CTAs as convincing as possible so that you can generate leads. You should create a form that is engaging, straightforward, and natural for them to complete.

Whether or not your landing page is visited depends heavily on your call-to-action buttons. It is important that your buttons are the right colors, shapes, sizes, and positioned in the right places. Conversion rates can be improved by A/B testing your CTA buttons.

7. Keep a record of site visitors’ actions

Analyzing visitor actions is one of the best ways to determine why your visitors aren’t converting. Identifying why your visitors are not converting is possible by tracking them.

You can unlock the “whys” of your process in just a few minutes with this step, according to many Conversion Rate Optimization (CRO) experts:

  • What are the reasons for their inability to convert?
  • Can you tell me why my forms are not being filled out?
  • What makes this website so popular?

Your next step will be to rectify the situation or to apply more of the same strategy to other pages on your site. A/B testing can also benefit from this.

8. Promote online reviews

Online reviews are read by 92% of consumers when considering a product or service, according to RevLocal’s study.

You could be hurting your chances of getting contacted if your website doesn’t have a testimonials page or reviews section. Reviews should be available on your website so that customers and clients can leave feedback.

A positive review builds consumer trust, enhances your local search ranking, and ultimately leads to an increase in conversions. Consumers are also more likely to spend 31% more on businesses with excellent reviews, according to the RevLocal study.

9. Develop an online presence

Your brand’s persona extends beyond your website and social media channels.

Become an expert on other sites, like Quora.com, or other industry-specific Q&A sites, to build your credibility. You can guest blog, get interviewed, or answer questions there.

You will be able to reach people searching for answers and can build authority for your personal brand.

When answering questions related to your industry on Quora, you can gain thousands of leads. It can boost your reputation and allow first-timers to establish trust faster if you establish yourself as a thought leader.

10. Target your competitors’ audiences with Gmail ads

According to SuperOffice’s State of B2B Email Marketing report, email marketing remains a top lead generation method.

When marketing to B2B customers, it is very important to draw their attention. Your Google Adwords campaign can be targeted at people who received emails from your competitors. What’s the catch? The method is effective, even if it is time-consuming. People who already know about your service will be able to help you directly.

Show your competitors how you are different from them. Give them an offer they can’t refuse and use familiar language in your email marketing campaign.

11. Make video marketing a priority

As a means of reaching out to your target audience, video marketing offers great potential. As per a Forbes study entitled Video In The C-Suite: How Fortune 500 executives interact with video content on a regular basis, 75% of Fortune 500 executives watch video content regularly, and around two-thirds visit the vendor’s site as well. Video is a very effective way of attracting new leads, so you can say that it is a powerful way to attract new customers.

Videos have been proven to drive purchasing behavior in a variety of ways. Sixty-four percent of consumers make purchases after viewing branded social video content, according to Animoto’s State of Social Video study. The Adelie Studios data shows that video can increase conversion rates by 80% or more on a landing page.

Moreover, 48% of marketers already plan to incorporate YouTube into their content strategy in the upcoming years, according to HubSpot’s State of Inbound Report. Make sure you don’t fall behind your competitors. Let’s get started!

12. Share social media content automatically

Use Facebook, Twitter, LinkedIn, and any other social media platform your customers use to promote your content.

Despite this, most marketers don’t pay attention to social media due to their busy schedules. Social media can be automated with various tools and apps for posting, sharing, liking, tweeting, and any other form of social engagement you can imagine.

It’s not just about automating sharing, but also about providing analytics so that you can ensure you’re distributing content effectively.

13. Participate in offline events

It is not enough to be visible online alone. Which physical location is likely to be the most convenient for your clients to access your brand? What is your physical appearance like? Do people see you online or in person?

You can find leads in other areas by attending offline events such as digital marketing conferences.

In some companies, especially older ones and large ones, networking with partners and customers is not done via the web. It’s important for them to put a face to the name, and they want to be able to trust the person they are dealing with.

14. Mobile-optimized websites

There is a noticeable shift occurring in B2B online queries from personal computers to smartphones in recent years. There is no doubt that mobile phones are a vital part of B2B search because Google’s research confirms this.

With more millennials and Gen Z employees entering the business world, and older generations using smartphones, we expect the number of B2B employees to reach 70% by 2020.

Moreover, according to a recent BGC report, 60% of B2B buyers admit that mobile played an important role in their recent purchase. As a result of increasing decision-making efficiency and improving team collaboration, mobile can reduce the time to purchase by 20%. According to BGC, mobile contributes and influences 42 percent of total revenues.

Ask yourself these questions:

  • Does my website support AMP?
  • Do all my web pages respond to mobile devices? Does Google’s Mobile-Friendly test show that they are mobile-friendly?
  • Can Google index my website using mobile-first?
  • Do my micro-interactions maximize engagement?

Your B2B marketing goals will be further enhanced by optimizing your site for smartphones, which will facilitate buyer decision-making in an efficient manner. Mobile needs to be incorporated into omnichannel customer journeys and you need to find new and better ways to engage and reach your consumers.

15. Retargeting at its best

In order to guide their purchase decision, customers usually browse several websites and read several articles. On their first visit, only 2% of buyers make a purchase. With retargeting, you want to reel back the 98% and give them a push in the right direction.

The use of retargeting by B2B marketers is still underutilized, but it is catching on. Retargeting accounts for 10 percent or more of 70% of marketers’ budgets. You will increase the chances that your brand will be selected over your competitors by 70% if you retarget your website, visitors, now if you haven’t already.

If you want to get your ads noticed, you may want to consider showing a variety of content (soft sell vs. hard sell). When your brand is continually visible to prospects, they might be persuaded to buy even when they aren’t ready to buy.

16. Boost marketing automation

An automated marketing tool combines email marketing with customer relationship management. Automate your marketing campaigns by connecting your CRM with marketing automation software. By using this strategy, you will be able to deliver relevant and timely content to the right prospects at the right time.

A marketing automation solution increased Thomson Reuters’ revenue by 172%. Email is one of the most effective b2b lead generation ideas for nearly a third of marketers. It has already been a while since email marketing has aced it in terms of efficiency.

When you combine CRM functionality with marketing automation, you’ll understand why B2B marketers consider marketing automation the best method for generating qualified leads.

17. Using AI chat bots to engage prospects

A chatbot is a type of artificially intelligent bot that is based on mobile messaging, and it is capable of auto-engaging your website visitors and automating the business process. Using artificial intelligence, your prospect or customer can input text or speech that will be processed and sent with an appropriate response.

When you use chatbots, you send a strong message to your prospects that you hope to have seamless interactions with them. Further, AI can enhance process efficiency and optimization by integrating into your b2b marketing lead generation strategy. In addition to reducing operational costs, reducing the need for human customer service generates leads for b2b also reduces your dependence on human resources.

18. Make sure your paid campaigns are A/B tested

In the world of paid campaigns, you can also employ A/B testing to make sure that you are strategically directing money into what works. Using A/B testing to test your lead generation campaign gives you a good sense of whether each experiment is performing well, so you can make improvements accordingly.

To find out which strategies need to be avoided, and which you should scale, keep testing new ideas and strategies.

19. Use micro-influencers to your advantage

Brands are increasingly using unknown influencers (individuals specializing in smaller niches) in 2018, as influencer marketing remains strong. Despite the fact that they may be less popular, their relative influence doesn’t change.

Influencers are being bombarded with requests, and the industry is becoming saturated. A popular influencer is not only very expensive but also extremely picky when it comes to whom they work with.

Utilizing micro-influencers is the best solution. While there is a huge potential for reaching new audiences through these micro-influencers, their potential remains untapped despite their enormous potential. Furthermore, they tend to charge less than other brands, and they are not sick and tired of being approached by unsolicited marketers on a regular basis.

20. Data Analysis

Determine the audience you are targeting, where your prospects are coming from, what channel generates the most leads, and how to convert those leads most likely to convert into sales, based on market research,and data gathering methods.

Your drip strategies can also be adjusted based on buyer persona behavior changes. Keep an eye on things! Numbers and metrics don’t lie. Analyze and learn from significant trends.

Google Analytics is a good starting point, but a CRM tool designed specifically for your business might be worth the investment.

21. Identify your target audience

Innovations in technology are just as rapid as the evolution of user behavior. In order to understand your users’ pain points, challenges, goals, and buying behavior, you need to study your target audience and create buyer personas.

It is possible this year that their next challenge will be easier to face if you were able to meet their needs last year.

Take a look at a problem or issue that can be addressed with a new product or offer of content. This is where it all begins: once you have identified your buyer personas, you will be able to formulate your content marketing strategy.

22. Get close to your sales team

In order to combine your qualitative data with your quantitative data, you should also get qualitative feedback from your sales staff since they work with your customers on a daily basis.

Also, you might find that your sales team can be able to help you gain a deeper understanding of your buyer personas.

In order to maximize results, sales and marketing have always worked together. When marketing and sales are aligned properly, conversion rates are usually higher, both departments perform better, and as a result, better productivity is created.

23. Keep up with Google

Would you like to know if your website appears on the first page of Google? Over 90% of users don’t scroll past the first page of search engine results. As a result, the first page is highly sought after. Your brand’s online assets should be addressed according to relevance and authority in SEO today.

Moreover, keep in mind that ranking well isn’t just about driving traffic; it is also about improving the ranking. Having your business listed on that first page of Google also shows that you are an authority in your field, which establishes your company as being an authority in your field.

24. Develop referral programs based on incentives

Nearly 50% of buying decisions are influenced by word-of-mouth marketing. Referrals reportedly result in higher conversion rates for B2B companies as well as a faster close rate.

The best way to gain new clients is to have satisfied clients who will market it to others. Referrals should be rewarded! Make referral codes for them that grant them discounts. Furthermore, it allows you to track which leads are converting, as well as where they came from.

25. Get Marketing Integrated

Make sure you try a variety of strategies. Across multiple lead generation channels, unify and integrate your tactics.

Having a single voice that resonates demonstrates the brand’s personality to your audience. When it comes to best b2b lead generation, this is crucial to demonstrating your company’s reliability and longevity.

Before you start lead generation, here are some essential questions to ask

The best way to collect prospect data would seem to be figured out by most companies. That’s not true, unfortunately. As a result of a survey conducted by the Rain Group and the Information Technology Services Marketing Association, 42% of 845 companies said they had difficulty planning a lead generation strategy.

Managing lead generation methods is as simple as asking your sales and marketing processes what, who, where, when, and why. When developing a lead generation strategy, it is important to ask and answer these questions carefully. As you move forward, your answers can help you avoid common mistakes, make better decisions based on informed information, and show where improvements can be made in both the planning process and the execution process.

How do you make your potential customers happy?

Having identified your target audience (as you should by now), finding out what their needs are is the next step. If you want to know what value you should deliver and how to customize your message, ask what their goals and pain points are. In this way, industry research is conducted, consumers are surveyed, information is consolidated, and data is analyzed.

Do you have anything to offer?

USPs you develop for your business should be aligned with and understood by your organization. A USP describes your business’ value proposition and how it differentiates from other companies’ offerings. Would you be able to deliver what you promise to potential customers? From the beginning of the buyer’s journey, you need to communicate the message clearly as it will help you stand out from your competitors.

Do you have a lead?

The best way to generate a lead is to know your company’s definition of “lead.” Make sure everyone involved in the process (especially Sales and Marketing) agrees on who the company is attempting to acquire. It is also helpful in aligning Sales and Marketing, in addition to defining your target lead.

What is your lead generation strategy?

Understand what websites your leads visit, how they search for information, and how they communicate with you to determine which channels to use. You may be able to use strategies like content marketing, paid advertising, sponsorships, and affiliate programs to target your prospects based on the answers you receive. This data can be used to create surveys, monitor social media, conduct interviews with current customers, run A/B tests, and much more.

In which stage of the sales cycle are you looking for leads?

It is possible to generate leads at every step of the sales process, although the quality of those leads may differ. Consequently, each point requires a different approach. Those in the early stages are likely to need more nurturing, since they’re still learning about their problem.

 Similar techniques will not work, however, if the person has already made up their mind to buy. You can maximize your conversion rate if you understand the stages of your sales funnel inside out.

How do you handle leads?

Some leads may require nurturing by Marketing before they are ready to make the purchase, so they should be sent to Sales for the final step (closing). The purpose of lead nurturing is to inform leads why they should buy from the business by directing them along the funnel. The process of nurturing needs to be devised effectively and followed consistently.

What is the difference between a lead and a prospect?

Lead scoring is the first step in determining if a lead is ready for purchase. There are two types of qualified leads: Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs). SQL leads are those that Sales will follow up on, while MLQ leads are those that Marketing will follow up on, since further nurturing is needed. In order to determine a lead’s score, key indicators must be taken into account. Depending on the teams’ Service-Level Agreements (SLAs), these indicators can be measured.

How to reframe your content?

It is worth creating content that establishes yourself as a trusted source in customers’ minds. The content can be delivered in various formats, including blog posts, videos, images, infographics, webinars, whitepapers, ebooks, and so on. A website, a blog, a social media account, or an email can all be useful distribution channels for content you create. In exchange for giving your prospects access to your content, you can collect key information from them with gated content.

Why should customers buy from you?

Leads and customers shouldn’t cease to interact after the purchase. As long as you put lead generation marketing strategies into the context of the customer journey, satisfied customers can help you gain even more leads and prospects. Today, social media makes it possible for customers to gain good publicity.

What progress will you track?

A CRM software can help you track your lead strategy progress better than anything else to generate marketing. The days are numbered when businesses can’t do without an effective customer management tool. Based on the goals and metrics set, CRM software allows you to track the status and success of leads quickly and accurately. You can store and manage contact data with these tools, along with behavioral data, which can help you qualify leads.

Are you interested in generating more leads?

Businesses that grow profitably are those that are growing. In order to be profitable, your products and services must be purchased by the right customers. Prospecting and acquiring clients is a process that requires serious consideration, but it is not impossible.

All your other moves along the sales cycle are dependent on your lead generation strategies. Get your visitors to engage and convert by being smart and creative.

Prathamesh magare

Prathamesh magare

Prathamesh is a writer. He is an author and free verse poet at Fraction Digital, a digital marketing agency. He is traveling through the wind and stopping each day to write about his adventures.

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