As a marketer, you’re always on the hunt for more leads. However, building the best lead generation strategy involves an in-depth understanding of tried-and-tested channels. Then, you’ll need to find the most effective combination of tactics for your unique goals.
B2B lead generation is the process of bringing prospective customers to your organization. These leads should be potential buyers who would benefit from your business’ product or service.
The types of leads generated vary by campaign and marketing platform. Disciplined B2B marketers understand the different dynamics, budgets, and expectations typical of each lead generation channel.
Learn more about B2B lead generation in the video below.
Here’s how your team can perfect your social media strategy.
Remember: Social media is an important channel for top-of-the-funnel awareness. Even if you see higher conversion rates elsewhere, social media can keep your brand top-of-mind for potential buyers.
To increase conversion rates, focus on promoting helpful content behind lead capture forms. For example, you might promote a downloadable ebook to capture quality leads with an initial offer.
There are two main channels you should focus on:
Let’s dive into each of these primary B2B social media channels now.
However, investing your energy in a channel with high engagement rates doesn’t automatically guarantee success. On LinkedIn, you must:
Facebook lead ads allow your prospects to sign up for offers inside a mobile interface. These ads also allow you to generate leads generation inside the world’s largest social media channel.
Designed to be both targeted to your audience and highly customizable, Meta launched this service in 2015. Customers can now sign up for your offer in just two taps, without leaving the social network.
What we like: In addition to seasonal messaging, the accompanying image emphasizes summer fun. The key messages and CTAs are also clearly highlighted.
Their image amplifies the message and the CTA is clear but subtle. DigitalMarketer hooks leads through the law of reciprocity, which makes users feel they should return the favor through a later engagement.
What we love: Digital Marketer’s copy emphasizes how templates can both save time and generate sales. Find ways to demonstrate your value ad to entice leads to your offering.
Your call-to-action should be enticing and tell readers exactly what will happen when they click. The phrase “Book Now” creates a sense of urgency. The viewer feels like they should book their ticket for the Van Gogh event before time runs out.
What we love: This ad describes the art installation in the text and shows the experience visually. The viewer can picture the experience in their head when they click “Book Now.”
Pay-per-click (PPC) lead generation campaigns focus on a wide range of paid advertising platforms — the most popular being Google AdWords and Display Network. However, you’ll find a wide range of PPC lead generation options outside of Google, including:
It’s important to know your industry benchmarks. A good starting point is to ask each PPC vendor for their average conversion ratio across the board. This lets you evaluate your campaign results better.
Should PPC replace organic marketing? No — they complement each other. For instance, many high-value keyword searches have only PPC ads above the fold like this.
In other words, even if you have a good organic ranking, it may be buried under PPC ads.
An Example of an Efficient PPC Lead Generation Channel
Among the PPC platforms mentioned above, B2B review directories and comparison sites can provide a uniquely fresh lead source. Other PPC channels are likely already saturated by big players in your space, the ones with deep pockets.
For instance, in SaaS, a highly competitive industry across verticals, AdWords bidding is highly competitive. To win, you’ll need to target a lot of relevant keywords. Sometimes competitors even bid for keywords against your own brand — like this example, where Netsuite ranks higher for “Intuit Accounting.”
For many SaaS startups and SMBs, having another lead source like B2B review sites provides the option to meet and even surpass monthly lead quotas.
Look for a third-party online marketplace in your industry, and get in touch with these intermediaries to ensure your product is listed.
Blogging is at the core of content marketing. This strategy focuses on creating content that is interesting or valuable to your defined audience. The goal is to attract and sustain online engagement for leads down the road.
A lot has been said about the benefits of business blogging. Let’s reiterate the major benefits.
Blogging also establishes niche authority and places prospects within your sphere of influence. Blogging is a large part of the HubSpot Strategy. Just search “inbound marketing” or its derivatives, and you’ll come across HubSpot consistently.
When building your content marketing strategy, consider including the following content.
Remember: These content types are most effective when they align with your marketing goals. In short, the hard work is still on you — you have to develop topics that are lead magnets to your audience.
HubSpot is influential when it comes to inbound marketing. But it didn’t happen by accident — HubSpot’s marketing team works hard to run its blog as a media site with a full editorial calendar.
HubSpot’s blog publishes tips, listicles, ideas, inspiration, insights, reports, ebooks, white papers, videos, and more. All of this content relates to inbound methodology across its niche segments in marketing, sales, website, and service. The blog even outperforms entrenched business media like Forbes and CNN Money in SERPs about inbound marketing.
Have any die-hard supporters or thought leaders in your base? Have them put their insights and opinions about your industry in your blog posts.
Your thought leader should be writing regular posts to leverage SEO and brand association, both of which can result in more leads down the road.
Email is often the bridge between marketing automation and CRM, two cloud solutions most widely used by marketers today. The email opt-in is still the starting point of lead generation and email marketing is the core of lead nurturing.
The advent of automated lead scoring, predictive analytics, and AI algorithms only reinforces email marketing with laser-focused, personalized touches, and real-time delivery. In short, email marketing is still one of your best tools to engage intent signals, distribute content, and deliver pitches.
You’re looking at two variables when it comes to email marketing:
By industry, internet marketing has a 14.97% open rate and 1.66% CTR, as of 2022.
It takes creativity to brainstorm your content or offer, but with that aside, email marketing is more of a science. You can measure it, analyze it, and improve it. Here are the key factors that affect your email marketing conversion rates:
Remember: The use of humor is tricky and can backfire if executed poorly. Make sure any humor or allegory is something everyone can understand.
Case #3: Housekeeping
Pro tip: Breakup emails like the one above are a great way to reengage folks on your list and clean out inactive emails.
In this post, we’ve shared best practices for different types of lead generation. Below are best practices that work across channels. Put these best practices into action, and maximize your lead generation.
Know your buyer personas. In B2B, your audience could be different people in different departments. Often, you don’t have a single audience, but micro-audiences with varying interests and pain points.
Search, social media, and top media sites are unsurprisingly crowded with high-value sponsorships. You can, however, discover unique PPC channels and similar third-party marketplaces for your industry. Because these sites cater to your customers, they tend to have higher conversion rates and dominate high-value general organic search keywords.
The rule of thumb is to get only the most basic customer data at the initial stage (e.g., name and email address) and, as you work the lead down the pipeline, ask for a little more data.
Not all leads are valuable and not all have the same value. Based on your metrics, run a lead scoring tool to sort leads into proper segments. This will let you target your micro-audiences with personalized messages and offers. Today’s marketing automation software, like HubSpot, are very powerful and can automate this important process.
Regularly posting content improves your SEO, authority, brand awareness, industry stickiness, and, generally, your web presence.
These two marketing channels complement each other. When executed together, they can fill in the gaps. For example, you can run paid search for any organic keywords for which you’re not ranking highly.
Don’t be content with seeing your rates improve month-to-month or year-to-year. Compare them with the competition. That’s the true picture of your business’ competitiveness.
The best marketing automation will put your lead generation into a workflow. The software can then capture leads from your campaign, score them, nurture them throughout the lead pipeline, and qualify them. Then, your leads will be ready for your sales team.
Mobile marketing is the next battlefield for B2B leads. More business buyers are using their smartphones in the purchase journey. Make sure your forms, emails, websites, and ads are optimized for mobile.
Those are some of the best B2B lead generation campaigns and techniques at your fingertips. Apply or reapply these time-tested techniques and share with us how much they improve your lead volume.