Generating leads is essential for any business-to-business (B2B) company. Without a steady stream of leads, your business will eventually run out of customers to sell to. In this blog post, we will discuss the top 5 ways to generate leads in B2B. We will also provide tips on how you can improve your lead generation efforts. Let’s get started!
Lead generation in B2B is different. How?
B2B lead generation is the process of finding and attracting potential customers who are in charge of making decisions about purchases within a company. This type of lead generation is different from B2C (business to consumer) lead generation because it focuses on targeting businesses instead of individual consumers.
B2B Lead Generation Strategies & Channels
1. Invest in a strong lead generation strategy
As the saying goes, failing to plan is planning to fail. If you don’t have a strong lead generation strategy in place, it’s time to invest in one. A good lead generation strategy should include content marketing and promotion via paid digital channels. Content marketing involves creating useful content such as blog posts or videos that can be used by other businesses and shared on social media. It’s usually a good idea to promote the content via PPC campaigns.
Tip: Make sure your content is relevant to your target audience and provides value to them.
2. Create valuable content that resonates with your target audience
In order to generate leads, you need to create content that resonates with your target audience. This content should provide value and be helpful in solving their problems. It’s also important to make sure that your website is optimized for lead generation. You can do this by adding lead capture forms on key pages such as the home page and product pages.
Tip: Make sure your content is easy to read and understand. If readers cannot easily digest it, they will likely leave without taking any action.
3. Make sure your website is user-friendly and easy to navigate
A good lead generation strategy should include a website that is easy to navigate and user-friendly. This means making sure it’s accessible for people with disabilities, as well as providing clear calls to action (CTAs) at the end of blog posts or on landing pages. You can also include CTAs in your content marketing efforts by adding them to blog posts and other content types.
Tip: Make sure your website is responsive so that it can be viewed on all devices, including mobile phones and tablets. This will help increase conversions from those who visit the site using different devices such as smartphones or tablets.
4. Use social media to reach out to potential customers
Social media is a great way to reach out to potential customers and generate leads. You can use social media channels such as LinkedIn, Twitter, and Facebook to connect with businesses and individuals who are interested in your products or services. In addition, you can also use social media to amplify your content marketing efforts.
Tip: Make sure your social media profiles are up-to-date and include relevant information about your business. Also, be sure to post interesting content that will appeal to your target audience.
5. Attend trade shows and networking events to connect with potential leads
Attending trade shows and networking events is a great way to connect with potential leads. You can meet business owners and decision-makers who may be interested in your products or services. In addition, you can also promote your lead generation strategy by handing out brochures or business cards that include your contact information.
Tip: Make sure you have a booth at the event so that people can find you easily. Also, be sure to bring plenty of business cards and brochures with you!
6. Run campaigns based on competitor keywords
If you want to beat your competition, it’s important to know what keywords they are targeting. You can do this by using a tool such as SEMrush or Spyfu. Once you have this information, you can create campaigns that target these same keywords. This will help you attract more leads and increase your website’s search engine ranking.
Tip: Make sure there is a clear call to action in your campaign so people know how they can get more information about what you have to offer.
7. Experiment with non-obvious social media platforms
While Facebook has over a billion users, it’s not always the best platform for lead generation. You can experiment with alternative platforms such as Quora, Tik-Tok, or Snapchat to find new leads.
Tip: Make sure you have clear goals in mind before starting these campaigns otherwise it’s easy to get lost in the noise and end up wasting money on advertising campaigns that don’t produce results.
8. Create and publish original industry research
Original industry research can be a great way to attract leads. You can do this by creating white papers, e-books, or infographics that are relevant to your target audience. This type of content is often shared on social media and can help you reach a larger audience.
Tip: Make sure your research is accurate and well-researched. Also, be sure to include a CTA at the end of your content so people can learn more about what you have to offer.
9. Build a free mini-tool or calculator
If you want to attract more leads, consider building a free mini-tool or calculator. This type of tool is often used by businesses to evaluate their needs and can help you connect with potential customers. You can promote your mini-tool or calculator on your website, social media channels, and other content marketing efforts.
Tip: Make sure your tool is easy to use and provides value for the user.
10. Submit your product to software review sites
There are a lot of software review sites out there where you can submit your product or service. By submitting to these websites, you’re able to get in front of potential customers who might be interested in what you have to offer. For example:
Tip: Make sure your submission is accurate and includes relevant information about your product or service. Also, be sure to include high-quality images and a video if possible.
11. Try out guerrilla marketing tactics
Guerrilla marketing can be a great way to attract leads. By using unconventional methods, you’re able to get in front of potential customers who might not otherwise hear about your company. For example:
- Stickers on public property (e.g., bus stops)
- Posters in elevators or bathrooms at businesses and universities
- Placing hand-written notes inside newspapers or magazines
Tip: Make sure you’re not breaking any laws with your guerrilla marketing tactics.
12. Create a referral program or affiliate program
A referral program is when companies pay people for referring customers to their business. An affiliate program works in a similar way, but affiliates get paid based on sales instead of referrals. These programs can help attract new leads and increase sales.
Tip: Make sure your referral and affiliate programs are easy to use and provide value for the customer. Also, be sure to promote your programs on your website and social media channels.
13. Host a webinar or online event
Webinars and other online events can be a great way to attract leads. They allow you to get in front of potential customers who might not otherwise hear about your company. You can promote these events on social media and other content marketing efforts.
Tip: Make sure your webinar provides value for the customer and isn’t just a sales pitch.
14. Try out different types of content (e-books, videos, etc.)
Different types of content can be a great way to attract leads. For example, e-books are a popular type of content that can help you reach new customers. You can also try creating videos, infographics, or other types of multimedia content. This type of content is often shared on social media and can help you reach a larger audience.
Tip: Make sure your content is high-quality and relevant to your target audience.
15. Connect with potential customers on social media
Social media can be a great way to connect with potential customers. By using social media, you’re able to get in front of people who might not otherwise hear about your company. You can promote your products and services on social media and connect with potential customers through various channels, such as:
Tip: Make sure your social media profiles are accurate and up-to-date. Also, be sure to post interesting and relevant content that will interest your target audience.
B2B lead generation process
The process of generating leads for businesses is a complex one. It involves putting your business in front of potential customers and then persuading them to become customers. This can be done through various marketing methods, such as online advertising or direct mail campaigns.
The first step in the process is to identify your target audience. Once you know who you’re trying to reach, you can create content and advertisements that are relevant to them. You can also use online tools such as Google AdWords or LinkedIn Ads to place your business in front of potential customers.
Once you’ve captured the attention of potential customers, it’s important to persuade them to become customers. This can be done through various methods such as offering them a free trial or demonstration of your product or service. You can also offer them a discount for becoming a customer.
The final step is to follow-up with potential customers and make sure they’re satisfied with your product or service. You can do this by asking for feedback on their experience and seeing if there are any issues that need to be addressed.’
Best B2B lead generation tools
There are a number of different tools that can help you generate leads for your business. Some of the most popular ones include:
Hunter.io is a tool that helps you find email addresses for potential customers. It allows you to search for companies and then collects the contact information for decision-makers within those companies. This can be a great way to connect with potential customers who may not be actively looking for your product or service.
LinkedIn Sales Navigator
LinkedIn Sales Navigator is a tool that helps you identify potential leads. It allows you to search for companies and then shows the decision-makers within those organizations. You can also use this tool to identify people who are in your target audience, but haven’t yet shown an interest in your product or service.’
Reply.io is a tool that allows you to automate your email marketing campaigns. It allows you to send out customized emails to potential customers and then track their responses. This can be a great way to follow up with potential customers and increase the chances of them becoming customers.
Google Ads is an advertising platform that allows you to place ads on Google’s search engine results page. This can be a great way to get in front of potential customers who are actively looking for your product or service.
Each of these tools has its own strengths and weaknesses, so it’s important to find one that suits your needs. LinkedIn Sales Navigator, for example, is a great tool for finding potential customers who are already interested in your products or services. Google Ads is good for targeting specific keywords and demographics.