B2B lead generation.
Gripped focuses on attracting new customers by creating highly valuable compelling content and a friction-free online experience. The first step is to understand your customer better than anyone else.
Which lead generation strategies work?
Another popular strategy is SEO. Similar to email marketing SEO is one of the earlier strategies and used to be far easier than it is today. Ten years ago, you could increase your site revenue dramatically with a small collection of keywords ranking at number one.
Time has moved on and now SEO is an umbrella term. To see success here, you need to focus on and perfect various areas of your online profile. This does tie into content marketing, social media and the overall design of your website.
Content
Creating unique, high-quality original content is a fantastic option. As long as you are providing and publishing content that is targeted and offers value you will see growth here. There are various different types of content of course with the most popular being information published specifically for social media.
There are also eNewsletters, website articles, blogs, case studies, and videos. A wide variation as part of your marketing strategy is the best way to see results.
B2B lead generation knowledge centre
Delivering leads for your sales team is tough. We’ve created resources to help you deliver a more effective lead generation strategy. Take a look below at our curated B2B lead generation content.
Which lead generation strategies work?
When exploring lead generation, it is crucial that you do find a strategy that is effective. You need to avoid a marketing funnel that isn’t suitable for your needs or goals. One prevalent issue is going to be the form you use and whether or not they are optimised. But what strategies will actually pay off?
There is some debate between experts on the most successful course of action. While some favour SEO as the number one lead generation channel, others suggest email is the way forward. Various alternate pros suggest social media or content marketing. Collectively, these are the strategies that will provide the greatest chance of the results you want. Don’t forget, it’s not just about which strategy you use. You need to think about your plan of action.
What is B2B lead generation?
B2B lead generation is the beginning step in the sales process for a business. A lead is generated when a potential client initiates interest or enquires about the products or service that you offer. B2B lead generation refers specifically to developing company leads.
The lead-in question is the potential customer. They can be represented by a number, job position, email address or any other piece of personal/professional information. It is a critical aspect of sales generation.
Virtually every sale will begin with the generation of a quality lead so this tends to be the top of your marketing funnel.
Opt-in Email
Email provides a solid line for B2B lead generation and is considered to be a tried and true method. It’s actually one of the oldest strategies and has seen a resurgence lately due to marketing automation. With marketing automation tools like Hubspot and MailChimp, you can use email marketing to respond immediately to a potential lead who have proactively opted-in.
Social Media
Many business owners struggle to find the results they want with their social media strategy. It’s often rated lower than other options despite providing results. Like any other tool, social media must be handled the right way.
For instance, if you choose to use LinkedIn then you can easily target specific leads within your chosen industry. You can send personalised messages and these again can be automated with the right software. It’s also worth noting that content marketing won’t work unless people are following your social media profiles and are interested in what you are publishing.That’s a key point worth mentioning. While all these strategies are effective, they work best collectively. You need to combine them to create a lead generation strategy that operates on numerous levels and platforms. You also need to experiment with what works to find the right mix for you.
The Best B2B Lead Generation Tactics
Various different tactics can form a part of your overall lead generation strategy. Here are some of the best B2B lead generation tactics we recommend you consider.
Customer Case Studies
Arguably one of the best ways to generate leads is to ensure that various case studies are accessible for potential leads to view. Remember, leads aren’t interested in the tricks you can offer them. They want clear and concise info that demonstrates how your business can help theirs. That’s exactly what a case study is.
A case study highlights proven results in a specific situation or industry that a lead will be able to understand. With the right case studies, a lead will recognise the benefits you can bring and be inclined to make contact with your company.
Landing Page Optimisation
Landing pages can be an effective tool for lead generation, however, they must be optimised. You need to make sure that your landing pages are crafted with the right content and features. For instance, you might want to add a floating form to your landing page.
This ensures the contact point is always clearly visible. It’s also crucial to get the CTA right and ensure it matches the promise made at the beginning of the page.
Earned Social Media
Earned social media is the exposure that has been gained through word of mouth. This could be due to the specific content that you have produced or SEO efforts. It’s another example of how the tactics we’re talking about function together. Earned social media can be gained through reposts, great reviews, and recommendations. You can also focus on creating thought leadership content which is then added to publications connected to your industry.
Paid Advertising
Paid advertising can be arranged across both search engines and social media. It can allow you to pick up cold prospects or retarget business owners that you may have lost somewhere along the funnel.
With the right data, you can form a key message for a specific profile leading to a great CPA.
Webinars
With webinars, you will be using video marketing that will allow you to communicate directly to potential prospects. They can ask questions, you can provide answers and this delivers a strong opportunity for conversions. You can also provide more detail to key prospects.
It offers an excellent form of representation for your company and you can also save time by inviting people to attend a webinar instead of individual presentations. One key way to make sure these are popular is to offer ‘secret’ info here that they won’t anywhere else.
You also need to make sure that you are prepared to effectively answer any and all questions that they could ask.
Account-Based Marketing
With account-based marketing, you treat the prospect like their own industry. You can create events, content and entire campaigns around the people who are connected to that specific account.
ABM is able to generate qualified leads because it provides you with the individuals who want to hear from you. As such, you won’t have to worry as much about grooming leads and helping shape them into customers. This can shorten the time between the first point of contact and the final sale. For more about account based marketing we’ve got a more detailed article here.
Content Planning
If you are using content, you need to ensure that you have a plan in place. Content needs to either engage, entertain or educate. Planning can help you avoid content that lacks interest or could be considered pointless. All content should be connected with a goal and a target audience. Think about why the content is going to be effective and what you are setting out to achieve.
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