B2B or business-to-business lead generation describes businesses that sell to other businesses. It’s parallel to B2C or business-to-consumer, which are businesses that primarily sell directly to consumers. B2B lead generation is the step that begins the marketing journey of a thousand miles. Lead generation involves the collection of a potential customer’s information. This includes their name, email, company name, and job title. These data are used for personalizing communication and making sales.
When this information is collected, leads are developed through marketing automation. Once they’re qualified, the leads are passed to sales. The main goal of B2B lead generation is creating a consistent channel for high-intent prospects that become customers.
Finding B2B leads
When generating B2B leads, the first step is to find your potential buyers’ contact information. These are often sourced in-house, or a third-party lead gen company generates them. Contact information can also be purchased from lead databases, although it’s not advisable for generating B2B leads. Additionally, you can find and reach your leads by identifying the websites they often visit. This way, you’ll find the appropriate channels to use for communicating with them.
Once you’ve learned these, you can use strategies like paid advertising, content marketing, and sponsorship. You can also start affiliate programs to reach your prospects. You can set up interviews with current customers, surveys, A/B testing, social media monitoring, and more from this data. By doing these, you’ll acquire more information and have more chances to drive your leads.
The Best B2B Lead Generation Strategies
Marketers use a variety of free lead generation strategies, but we’re going to focus on the best ones. We’ll also let you know how these can be added to your marketing plan and ensure your effort pays off.
Analyze Your Data
Improve your analytics, market research, and methods in gathering data. This way, you’ll identify your ideal audience and where they come from. Once you determine these things, you can decide which channel is best in generating B2B leads. Aside from that, you’ll be able to determine which leads will possibly convert into sales.
Data analytics can help you find out your buyers’ behavioral changes. This allows you to customize your strategies accordingly. It’s best to analyze constantly since metrics and numbers don’t lie. From there, you can find out the significant trends and learn from these data. Google Analytics is one way to collect data at a minimum. If you have the resources, it’s best to invest in a CRM tool that will suit your specific needs.
Content marketing is one of the best tactics for generating B2B leads. It’s because businesses are just like consumers who want to gain more information before finalizing a big purchase.
It has been estimated that 47% of buyers read three to five pieces of copy before contacting a sales representative. Studies have also shown that over 65% of buyers finalize their purchasing decisions before contacting a supplier.
For content marketing, it’s recommended to use tools like SEMrush. It will recommend content length for your product or service page and identify appropriate keywords.
Email is one of the few online marketing channels that has remained popular and effective for a long time. This year, it’s over 20 years old and is still at the top of most B2B marketer’s lead generation strategies.
Marketing automation is one of the current trends in email marketing, and it has generated impressive results for B2B businesses. It cuts out the manual workload of managing segmented lists, directing user behavior, and a wide range of other tasks. As a result, it recovers around 50% of abandoned carts or increases sales five times.
Stop Sending Leads to Broken Links and Error Pages
Broken links, 404 error pages, and slow loading speed can damage your site’s ability to generate B2B leads. These kinds of pages can result in your site getting a penalty from Google and its visitors bouncing. Fortunately, these are easy to fix with tools like Ahrefs, Screaming Frog, and SEMrush. These will inspect your site for broken links and show you how to fix these.
Optimize Your Site for B2B Buyers on Mobile
With the younger generation in the workforce, optimizing for mobile has become a highly essential strategy for B2B lead generation. According to research, 80% of B2B buyers use mobile for work nowadays. It has also been reported that mobile plays a critical role in more than 60% of these buyers’ purchases.
In fact, B2B marketers who are optimizing for mobile have higher customer loyalty and less purchasing time. It only takes less than a minute to check your site’s compatibility with mobile devices. So if you want to generate B2B leads, optimize your site for mobile now.
Long-tail keywords contain three or more words. While these get low search volume, they’re highly specific, which effectively targets the ideal audience. Targeting the right long-tail keywords is one of the best lead generation strategies. You may be trading off search volume, but instead of ranking, you’ll get high purchase intent. This will increase your sales with less time and effort spent on SEO.
Which B2B Lead Generation Strategies Are the Most Effective?
Developing lead generation strategies is all about refining your target audience. This way, you can decide where you can reach them most effectively. Trying to do everything will cause you to fail in concentrating on your target audience and weaken your message. There’s one lead generation strategy for both B2B and B2C businesses that work well: content marketing. It’s because the content is essential. Not having content will make it difficult for you to attract potential customers to your website and social channels.
In fact, the Content Marketing Institute reveals that B2B marketers set approximately 28% of their resources to content marketing. However, the most effective B2B businesses allocate around 50% of their resources for content marketing. Content marketing, case studies, and email marketing are some of the best lead generation strategies for B2B businesses. But you’ll need to test and determine which tactic is best for you.