When it comes to lead generation, B2B has some strategic approaches or strategies that helps to make it worthwhile.
Business-to-business requires tactical planning to be successful. It relies on the concerned personnel to create and foster these kinds of business relationships.
In this article, we would be looking at some of the effective strategies for B2B lead generation but first, what is B2B Marketing?
What is Business-to-business (B2B) Marketing?
Just like the name implies, Business-to-business Marketing refers to selling or marketing of products and/or services to other business.
There is another variation which is Business-to-Consumer (B2C) Marketing where businesses sell or market their products or services directly to customers or consumers.
According to research from the Content Marketing Institute, 85% of B2B marketers say lead generation is a big priority.
When businesses make purchases, they always consider the ROI they would get from the services they are purchasing. This means that one of the biggest focuses of businesses while making purchasing decisions is the bottom-line revenue impact.
Who is B2B Marketing for?
Since business-to-business services are rendered from one company to another, it means that the people well positioned to be in the B2B market are companies that sell services or products to other companies.
These services come in various forms like Software-as-a-service subscriptions, consultancy services, tools and accessories, or even security services.
The trick in building a successful B2B relationship is to target a relationship with the key purchase decision makers in a company you are intending to do business with.
For every business, there usually is a strategy of operation. Just like every other business, a business-to-business company needs effective strategies in order to meet their targets.
A lead generation strategy includes any tactics or steps that attracts interested prospects or clients and converts them into leads. A lead is a prospective client or customer that has already shown interest in your service or products by sharing one contact detail or another with you (possibly through your lead magnet).
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The Best B2B Lead Generation Strategies
- Content Marketing
Content Marketing involves the creation and sharing of contents or materials such as videos, blogs articles, and social media posts that does not directly promote a product or service but intended to subtly trigger interest in a certain product or service.
This has become a good opportunity for companies and brands alike to share targeted articles or other online contents to their audience.
The effectiveness of this approach is dependent on how well you are able to clearly define your market or customer persona and how strategic you are in nurturing them into leads with quality contents that either solves their problems or answer their questions.
It is important that you learn how to target your particular audience with a high quality content that would help you target and dominate certain keywords.
- Social Media Marketing
One of the best things you get from social media is a targeted audience. There is a pool of contents online and the people who are bound to follow your business on social media are people whose interest aligns with the content your share.
Social media is a very effective channel for lead generation in your B2B business. Social media channels like Linkedin, Twitter, and Facebook play a very huge role in driving traffic and generating leads for B2B businesses.
With social media advertising, B2B companies can run targeted ad campaigns (that makes use of metrics like proposed client location, age, gender, interests, amongst others) on their products and services in order to push their offerings to their audience.
This is one of the most effective use of social media for B2B companies.
Pro Tip: Create your content around what your customers are searching for to provide the best engagement.
- Social Shares
While social media marketing allows you to walk across the faces of people who match your B2B buyer persona, you should also leverage on your followers to get them to share more of your contents online.
Building a community around your brand helps you generate more leads without having to pay money for adverts.
There is another way.
You could run a #sharechallenge where a social media follower who shares the most content would either win a coupon or any incentive you can afford to give out.
Ensure that your contents are engaging and intellectually stimulating, that way, people would always want to share more of your content to a wider audience.
This way, you are generating better leads for your B2B business.
- Optimized CTA
If you have a website, a blog, or just a landing page, you should endeavor to incorporate pop-ups or opt-ins on key pages. What this does is that it increases your chances of building your email list faster.
Be careful enough to not allow your pop-ups or opt-ins prevent your audience from using your channels. It should just show them what to do and not block them from seeing your content.
Since the sole aim is to generate leads for your B2B business, clearly define your Call-to-actions (CTA) and palace them on strategic places on relevant pages.
- Email Marketing
As you continue generating leads, you would need a way to reach your audience, nurture them and convert them into raving customers.
According to statista.com in a 2019 study, global email users amounted to 3.9 billion users and is expected to grow to 4.3 billion users in 2023.
Customers are finding continuously using email easy and interesting, and as a B2B, you should leverage this channel to reach your target companies in order to create a profitable relationship with them that would lead to striking business deals.
Email Marketing helps you reduce the time and effort you would use in other channels and is exceptionally effective for B2B.
You should as a matter of great importance, figure out which email marketing service to use as this play a very important role in increasing your email open rate.
Let us recap.
The first and most important thing you should do as a B2B is to clearly define your market and buyer persona.
Without this, you might get a little attention but not as much and as profitable as it would be when you have a clearly defined audience in mind.
Which of the strategies would you be employing?