“The sales team owns the sales funnel. But as a B2B marketer, you feed the top of their funnel.” -Doug Kessler.
As an outer layer of ocean marketing seems pretty easy. You need to define the target audience, identify their needs and cater to them to promote your business.
However, when you take a dive into this ocean, you’ll realize that many more complex layers contribute to the supposed “flawless” marketing. All these layers, or we can say strategies, create the ultimate marketing mix that aids businesses in boosting their RoI.
Even so, among all the marketing strategies, B2B lead generation remains a hurdle for many marketers. According to a survey, 61% of businesses admit it is the most challenging strategy. To many, this tactic sums up as “More Leads = More Sales.”
If your perception of B2B lead generation is on similar notes, you’ve come to the right place. In this article, we’ll discuss a few tactics you can follow and elevate the marketing RoI.
What Is B2B Lead Generation?
B2B lead generation- also referred to as Business-to-Business lead generation aims to connect with other companies to sell their products or services. It includes collecting information about the target business and using personalized pitches or campaigns to connect with them.
In simple terms, different cutting-edge lead generation methods are used to grab the attention of intent-rich businesses to connect with your company organically. It further helps in forming sustainable relationships.
This is the first step of a sales funnel, helping filter the best leads and convert them into potential customers.
Best Practices For Effective Lead Generation
Now that you are well-versed in B2B lead generation, let’s learn about the top strategies you can implement.
Gate Your Content
Gated content is the material- blog posts, videos, or research that are not easily accessible to the general audience. Instead, they need to sign up with the website or pay a subscription to avail of the information.
Marketers are often skeptical about whether they should gate their content or not. However, if your content is unique and provides value to the audience, gated content will help attract potential leads and convert them.
According to a survey, nearly 19-45% of the content that converts falls under the gated category. It ensures that the target audience is interested in the information given and wouldn’t hesitate to sign up with your business.
As an additional benefit, it will help your site rank higher on the search results. It is because if more people sign up with your brand just to access the content, Google will know that your content caters to search intent. Thus, the site’s authority and credibility will improve.
Personalize The Touch Points
Long gone are the days when you could use the one-size-fits-all technique to serve different companies and customers. Now, users demand customized touchpoints that help establish a deeper and more meaningful connection with brands.
A recent survey revealed that 57% of respondents are willing to disclose their data if they receive personalized offers.
This implies from your content marketing to campaign pitch with the other business; everything needs to be well researched and customized according to the end user.
Run A/B Testing On Your Key Pages
No audience responds the same way to similar situations. That’s why you must run A/B testing to learn what interests them in your business. For instance, you can run a survey to know:
- What is the first thing that companies notice when they visit your website?
- What is the first thing companies want to know about your site?
- What attracted them to your site?
Using the response to these questions (and others), you can tweak your home and service page. Believe it or not, improving the website to serve the end-user increases the conversion rate and brings in more visitors.
Create A Lead Magnet
Oftentimes businesses find it difficult to identify the companies visiting their website but not providing them with contact information. These are commonly known as “warm” leads that leave without converting.
Fortunately, by creating a lead magnet, you can identify the company that visited your site. It will help boost the sales demo rate and convert into potential customers.
For this, you need to develop a buyer persona and learn about the content they consume on your site. You can create multiple lead magnets to attract a variety of audiences to your business.
To Sum It All Up
B2B lead generation can accelerate your marketing efforts providing you with an improved return on investment. You need to understand the essence of the technique and align it with your ultimate goal. So, what are you waiting for? Try the tactics discussed above right away!
Hey Guys! My name is Richard Andrew. I am a contributor to the Strategy Watch. I have finished my graduation with a major in Economics. My interest areas are Economics, Financial Analysis, Stock Analysis, and Business Strategy.