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For every new customer, you want to generate a lead for your b2b business. You need to be generating fifty quality leads. Out of those leads, you get one customer. Now, a lead is someone who fits your ideal customer profile and discovers your company and what they do, and gives you their contact information to say, “ Hey, I wanna learn more about this”. That’s a quality lead. Here’s a big question though. If you needed to generate five thousand leads, or ten thousand leads, or a hundred thousand leads, what are the best strategies to generate those leads?
B2B lead generation strategies hold paramount importance for the success of every business. Every marketer looks for opportunities to create a pipeline of prospects. According to HubSpot research, “61% of marketers say generating traffic and leads is their top challenge”.
So for every B2B business, defining their lead generation strategies and making sure that the business has a continuous flow of qualified leads should remain the top priority. It should be a continuous process for businesses as lead generation strategies keep on evolving and impact business topline i.e. Sales.
In this blog, we are going to explore the best and most effective B2B lead generation strategies, types of lead generation, processes, and examples. Let’s dig in!
B2B lead generation is a process of getting businesses interested in learning more about your products and services before making a decision. That’s essentially taking somebody who has no idea who you are, and you are educating them. So you have some type of process to get them interested and have a conversation to see whether or not it makes sense to work together.
It is the primary stage in the sales funnel that helps to convert your target audience into customers. The whole process of lead nurturing can help to steer your lead generation strategy in the right direction. Some of the common strategies are-
The below model shows different levels of B2B lead generation in the sales funnel.
A lead refers to contact with a potential customer, also known as a “Prospect”. The classification of leads is based on two ways- 1. Funnel & 2. Source. Let’s have a look at the types of B2B lead generation:
Types |
Features |
Tips |
1. Funnel |
||
Cold Leads |
Don’t know you but fits in your customer avatar |
Run brand awareness campaigns to increase visibility |
Warm Leads |
Knows you and fits in your customer avatar |
Share valuable content addressing their pain points to move them closer to a decision |
Hot Leads |
Shown great interest in your business/company/services |
Offer tailored content and personal interactions to finalize the deal |
2. Source |
||
Information Qualified Leads (IQL) |
Become a lead after collecting information from your business |
Develop educational content to answer their questions |
Marketing Qualified Leads (MQLs) |
Shows interest in your marketing efforts and can be classified by different actions/criteria |
Provide targeted content and offers to guide them toward a purchasing decision |
Sales Qualified Leads (SQLs) |
It fits your ideal customer profile and has shown a lot of interest. Needs to be contacted or followed up immediately |
Prioritize and share detailed information tailored to their needs |
The concept of one-size-fits-all does not work for a successful B2B lead generation strategy. Not all the best practices are tactics that work in a similar way. Businesses are curious to know about the different lead generation ideas.
We have listed down the workable lead generation strategies for B2B companies that will bring significant difference to your business.
Live Chat helps to increase B2B lead generation by responding instantly to queries and closing sales faster. It helps to understand the customer lifecycle and reach out to them at the right time and place. By using a platform like REVE Chat, you can better understand the customer lifecycle and engage with prospects at the right time and place.
79% of customers prefer to live chat because of the immediacy it offers compared to other channels. It is convenient for the customers, encourages them to make quick decisions, and delivers an excellent live chat sales experience. Live Chat benefits as a B2B lead generation tool:
Undoubtedly, organic search marketing is an important traffic channel for B2B lead generation strategies. You can optimize your SEO strategy in compliance with your lead generation goals and objectives and implement it to improve the number of potential customers who visit your website.
59% of customers look for businesses each month using Google, making SEO a very powerful tool for generating high-quality targeted leads that have a 14.6% chance of closing a deal.
If SEO is used correctly, it will ensure the visibility of your website and its content on search engine results pages. Let’s see the key actionable ways to use SEO for better lead-generation results:
Content marketing is an effective B2B lead generation strategy. 93% of B2B businesses believe that content marketing generates more leads than traditional marketing strategies.
The success and failure of content marketing entirely depend on the “quality of content” If the content quality is high, it will engage your customers and capture interested leads. Let’s take a look at the best practices for B2B content lead generation:
Using a chatbot for B2B lead generation can be an excellent way to boost communication between potential customers and your business. Bots empower you to reach out to a bigger audience without impacting your team’s effectiveness. A well-defined chatbot service can really help businesses to grow.
You can use bots to prequalify leads when your sales agents are busy and are not available. You can prepare industry-specific questions and bots can qualify your sales prospects by asking these questions, then direct them to the sales team or schedule an appointment. Take a closer look at the key lead-generation ideas for implementing chatbots:
Social media marketing is considered to be an essential pillar for sharing content to attract customers. Thus, it helps generate a huge amount of web traffic for the websites and enhances your brand credibility.
Social media lead generation includes strategic marketing tactics designed to generate new leads and invite them into your sales funnel.
Facebook has several different ad formats, but Facebook Lead Ads are specifically designed for B2B lead generation strategies. You can target customers based on their interests and needs. Below are the key B2B social media lead-generation ideas:
Where messaging cannot deliver desired assistance, live customer engagement comes in. There are situations when customers encounter difficult scenarios when they are on your website. They could be an improper product demo, subscription plans, filling up a form, etc.
By using visual tools like co-browsing and video chat, you deliver faster real-time support to your customers. You can quickly identify the issue and offer an effective solution at the first touchpoint. Here are the B2B lead generation strategies for using live engagement tools:
Omni-channel customer communication is a widely adopted B2B lead generation strategy by many businesses. It helps to connect with customers across different channels like email, in-app, website, store, phone, etc. You can gain customer insights that help you to optimize your processes accordingly to reduce customer churn and encourage customers towards conversion.
Customers who buy through multiple channels have a 30% higher lifetime value than others.
Bank of America, the globally famed bank sets a good lead generation example. It delivers consistent omnichannel service to its customers. It allows depositing checks to scheduling appointments to be handled by the bank’s mobile and desktop apps.
There is no end to making content interactive. You have to figure out what kind of content attracts your audience. Using interactive pop-ups is one of the excellent B2B lead generation strategies to engage visitors and capture their attention. You get a chance to learn about your audience or promote an ebook.
Webinars act as a great B2B lead generation strategy. Webinars consist of specific topics and provide high-level insights from subject matter experts. 60% of B2B marketers and sales leaders say a webinar is the best way to generate high-quality leads.
By using webinars, you can reach out to your target audience and acquire a list of leads. It is recommended to keep the webinar informative with tutorials, training, or workshops.
We all are attracted when we come across something like the “Sign up for a free trial” or “Shop now” buttons. These are the call to action (CTA) buttons that fall under lead generation best practices.
The CTAs prompt visitors to do certain intended tasks such as to add comments, subscribe to the email list, or connect with you via social media. An effective call to action can generate more leads.
Forums or communities are excellent B2B lead generation strategies that help users to ask questions and connect over similar interests. As a business, you need to be active in these forums & communities in order to create visibility to share your thoughts. This develops opportunities for businesses to reach out to customers with their services to resolve queries.
For example, Quora or LinkedIn groups allow you to interact and interact with your targeted audience to add value to others, share insights, and build out your network with prospects.
Conversion rate optimization (CRO) is to enable customers to take action when they land on your website. You can tailor your website elements in such a way that it increases the chances of converting visitors into leads.
Maximum websites are designed to convert website visitors into customers. These conversions occur all over the website like on the homepage, pricing page, blog, and landing pages. These web pages can be optimized for a higher number of conversions. The process of optimizing those conversions is exactly what CRO entails.
Email marketing is one of the best B2B lead-generation strategies to engage the target audience. 72% of U.S. adults prefer to communicate with brands through email as opposed to other marketing channels.
Customers are so comfortable with this marketing channel and like communicating through emails. You can easily connect with your target audience through a reliable channel.
One of the best B2B lead generation strategies is through the referral of happy ones. It just takes a satisfactory experience for customers to share their network about your brand. Additionally, leads acquired by referrals are likely to be qualified as existing clients tend to suggest their friends to the right brand.
Referral marketing programs include a referral incentive. It is what you give to your customers in return for referring their family and friends to your website. It can be of any form like discount coupons, gift cards, and more.
Lead nurturing is one of the critical elements that drive business momentum. Nurturing helps to track leads and successfully converts them into sales-qualified leads. An efficient CRM impacts a business significantly. It helps in nurturing leads and building better long-standing relationships with customers even before interactions with the sales team.
A CRM system is believed to be beneficial in determining the quality of leads by most companies.
CRM is a very useful B2B lead generation tool that simplifies the management aspect of businesses. By implementing the right CRM, you witness improved results in sales, close more deals and increase real-time decisions and predict accuracy. However, there are chances to get into deeper customer data to improve sales initiatives.
Businesses making their prominent appearance at trade shows and events, consider it as one of the best B2B lead generation tactics. Convention Industry Council study found more than 284,000 conventions, conferences, and tradeshows in the U.S. that attracted almost 87 million attendees.
Businesses looking forward to boosting their sales conversions can adopt the lead generation best practice of offering good deals & discounts. Mediapost research says when people receive a coupon or savings offer, they become happier and more relaxed.
Giving discounts helps customers to choose your brand over others. Loyalty reward programs & bonus discount offers help to increase customer loyalty. The different types of discounts you can offer to your customers are free shipping, free gifts, dollar value discounts, or percentage-based discounts.
One of the key lead generation marketing strategies is to stay a step ahead is to keep an eye on your competitor’s every move. The crucial things that you need to continuously monitor are:
Keep track of competitor’s website content and keyword rankings to stay informed about how your competitor’s marketing strategy is working. You can focus on blogs, case studies, meta-changes, interlinking, etc.
Tracking the social channels and posts of your competitors helps to gain insight into what is performing well for them. You should find out the topics they are choosing, the length, style, etc.
Watching out the promotional campaigns helps you to know more about their product or services and how you can outperform your competitors. You should consider the frequency of the campaigns they are using.
Customers reach out to your business in different ways and it has changed a lot in recent years. One important thing, that every business needs to pay attention to, is online listings. Through directory listing management, you can make as many citations as you can.
Note: Citations refer to the place where the online listing of your location can be found.
Website directories are a great way of B2B lead generation because of the following reasons:
The more the number of directories, there is more business that leads to more websites and finally more leads. Here are examples of web directories for lead generation
Many marketers have been using Google AdWords for acquiring leads. Google has cemented itself as the go-to search engine and has moved on to capitalize on its 92.42% market share.
Businesses that have multiple levels in the sales funnel use lead-generation campaigns to provide sales opportunities to their team. They drive traffic to a landing page, a relevant page designed to get a visitor’s contact information.
Influencer-based lead generation marketing strategy helps in building relationships with individuals who have influence over your buyers’ decisions. This marketing strategy helps you increase brand exposure, build authority, and connect with new audiences.
Most of you are overcomplicating lead generation. You need to understand that when your leads stop coming in, your business stops growing. Every single business needs a consistent way to generate high-quality and qualified leads. And, an effective B2B lead generation only comes down to following just eight simple steps. Let’s see the full road map on how to generate high-quality B2B leads:
You need to have a unique selling proposition, an offer that stands out from everybody else. The individuals that you’re reaching out to know that this is what I want. They can’t say no to your offer. That’s how good of an offer you want to create. So, you probably asking yourself, “Well, How do I create an irresistible offer?”
First, identify and understand your target audience. If you’re selling ice cream you have to understand everybody that you’re reaching out to likes ice cream. You have to get into the mind of the person that you’re reaching out to. Because if you don’t understand who they are and what their ambitions and pains are then you’re offering is going to just fall to the wayside they’re not care.
Secondly, highlight your unique benefits. Chances might be that your offer currently doesn’t have that and you might actually have to work on the business offer for the potential client and that’s okay. That’s part of this process.
Another part you’re probably going to have to test to see how it lands with your ideal client. You can create this new offer. Try it out and see how people respond. Get that feedback and understand that negative feedback is still positive for you. Because if people aren’t responding or people are negatively responding that means you need to change something and you’re one step closer to succeeding.
There are lots of different ways to get leads. Some people go to Google Maps and use a Python script and they scrape all the business’s information. Some hire individuals from Fiver to go to public directories and scrape things. Besides, some use tools to get specific data to get leads. You’ll find 5 best B2B lead generation tools listed in this blog.
There are three major objectives you’ll find in a prospective customer while choosing high-quality leads.
At this stage, the potential customer knows what product they need and is aware of various brand options. They are clear about their goals and start gathering information through articles, blogs, and case studies to understand their choices.
Here, the customer has identified their specific needs and is actively comparing different solutions. They evaluate various products or services, looking for the best fit that meets their requirements. This stage often involves in-depth research, including product demos and reviews.
In the decision stage, the customer has narrowed down their options and is ready to make a purchase. They may be seeking final confirmations, such as pricing, testimonials, or direct consultations, to ensure they make the right choice.
There are a lot of lead-generation tools in the market. Here we are presenting the top 5 tools that can help you supercharge your lead generation efforts and finally put an end to your drought of leads.
REVE Chat is a powerful Live Chat platform designed to enhance customer engagement and boost lead generation. It provides real-time interaction with website visitors, enabling businesses to engage potential leads at the right moment. The tool’s versatility extends beyond traditional chat, offering features such as co-browsing, video chat, and chatbots.
Engage visitors in real-time to answer queries and guide them through the sales funnel.
Automate lead qualification and initial customer interactions, ensuring that potential leads are captured even outside business hours.
Assist potential leads in navigating your website by sharing their screen, making it easier to guide them towards conversion.
Add a personal touch to interactions, which can be crucial for high-value B2B leads.
Seamlessly integrates with CRM systems like Salesforce, HubSpot, and Zoho, enabling streamlined lead management.
REVE Chat is more than just a communication tool; it’s a comprehensive engagement platform. By providing multiple channels for interaction, REVE Chat ensures that no lead slips through the cracks. Its co-browsing feature, in particular, is a game-changer for B2B companies with complex products or services that require detailed explanations. Whether it’s answering questions in real-time or guiding a potential lead through a product demo, REVE Chat offers the flexibility needed to turn visitors into qualified leads.
LinkedIn Sales Navigator is a premium tool offered by LinkedIn, the world’s largest professional networking platform. This tool is designed specifically for B2B sales professionals to find and engage with potential leads.
Narrow down your search to find the most relevant leads based on industry, company size, job title, and more.
Get personalized lead recommendations based on your search criteria and preferences.
Reach out directly to prospects even if you’re not connected, increasing your chances of engagement.
Sync your leads and activity with popular CRM systems like Salesforce, ensuring all your data is in one place.
LinkedIn Sales Navigator leverages the power of LinkedIn’s vast professional network, making it easier for B2B companies to identify and connect with decision-makers. The tool’s advanced search and filtering capabilities ensure that you’re targeting the right prospects, while its CRM integration keeps your lead management organized.
HubSpot Marketing Hub is an all-in-one inbound marketing software that helps businesses attract, engage, and convert leads. HubSpot is well-known for its lead generation capabilities, offering a wide range of tools to capture, nurture, and convert leads.
Easily create and customize forms to capture leads on your website.
Build optimized landing pages that convert visitors into leads.
Nurture leads with personalized email campaigns based on their behavior and interests.
Automatically score and prioritize leads based on their interactions with your content.
Track the performance of your lead generation efforts with detailed analytics and reporting.
HubSpot Marketing Hub offers a comprehensive suite of tools that cater to every stage of the lead generation process. From capturing leads to nurturing them through personalized campaigns, HubSpot provides a seamless experience that drives results. Its lead scoring and analytics features ensure that you’re focusing on the leads that are most likely to convert, maximizing your ROI.
ZoomInfo is a robust lead generation tool that provides access to a vast database of B2B contact and company information. It’s designed to help sales and marketing teams find, connect with, and engage potential leads with accurate and up-to-date data.
Access millions of B2B contacts, including direct dials and email addresses.
Use various filters to find leads that match your ideal customer profile.
Identify leads that are actively searching for solutions like yours, increasing the likelihood of conversion.
Seamlessly integrate with CRM platforms to manage your leads efficiently.
Automatically update and enrich your lead data, ensuring that your information is always current.
ZoomInfo is ideal for B2B companies looking to expand their reach and connect with high-quality leads. The tool’s extensive database and advanced filtering options make it easier to target the right prospects. With intent data, you can focus on leads that are already in the market for your solutions, giving you a competitive edge.
Clearbit is a data enrichment tool that enhances your lead generation efforts by providing detailed information about your leads. It integrates with your existing tools to deliver enriched data in real-time, making it easier to qualify and convert leads.
Automatically enrich lead data with additional information such as company size, industry, and job title.
Improve your lead-scoring models with enriched data, ensuring that you focus on high-potential leads.
Get real-time updates on your leads, ensuring that your data is always accurate and current.
Integrate with popular CRM systems to seamlessly manage your enriched leads.
Clearbit is an excellent tool for B2B companies that want to maximize the value of their leads. By enriching your lead data with detailed information, Clearbit helps you better understand your prospects and tailor your outreach accordingly. This results in more effective lead generation and higher conversion rates.
As you already know the b2b lead generation strategies and tools you may use. Now, let’s give you 5 ideas of b2b lead generation examples. We suggest you to try out different lead generation ideas until you find out the suitable one for you and your business.
LinkedIn is a goldmine for B2B lead generation. It’s where professionals go to network, learn, and find business solutions. You can start by optimizing your LinkedIn profile to make a strong first impression. Then, engage with your target audience by sharing valuable content, joining industry-relevant groups, and sending personalized connection requests. You may consider using LinkedIn Ads or the platform’s Sales Navigator tool to find and connect with decision-makers in your industry.
Regularly publish articles or posts on LinkedIn to establish yourself as a thought leader in your field.
Content is king, especially in the B2B world. You can create valuable, informative content like blogs, whitepapers, and case studies to attract potential leads for your website. Your content should address the pain points and challenges your target audience faces, offering solutions that lead them to consider your product or service. It’s not just about creating content; it’s about creating the right content that speaks directly to your audience’s needs.
Use SEO best practices to ensure your content is easily discoverable by search engines, driving organic traffic to your site.
Email marketing remains one of the most effective B2B lead-generation strategies. You can start by building a targeted email list of potential leads. Then, craft personalized email campaigns that provide value, whether through educational content, special offers, or exclusive insights. The key is to nurture your leads and send them relevant information at the right time, gradually guiding them down the sales funnel.
Use A/B testing to optimize your subject lines, email content, and call-to-action buttons to improve open and click-through rates.
Guest blogging on industry-relevant websites can help you reach a broader audience and establish your authority in your niche. By writing insightful and valuable content for other sites, you can gain exposure and build backlinks to your website, which can boost your search engine rankings. You should make sure to include a compelling call-to-action in your author bio to drive traffic back to your site.
Research popular blogs in your industry and pitch them unique content ideas that will resonate with their audience.
Hosting webinars and virtual events is a powerful way to generate B2B leads. These events allow you to showcase your expertise, interact with potential leads in real-time, and provide valuable insights on topics that matter to your audience. Whether it’s a live Q&A session, a product demo, or a thought leadership discussion, webinars create a platform for meaningful engagement. Plus, they’re an excellent way to collect contact information from attendees for follow-up.
Promote your webinars through multiple channels like email, social media, and your website to maximize attendance.
B2B lead generation strategy is a long-term play and not something that happens overnight. By harnessing the right system of lead generation KPIs, tools, channels, and ideas, you can build a successful pipeline of leads.
Every business caters to different audiences and hence they should not rely on one channel or short-term fixes to generate leads. By building a solid B2B lead generation strategy, you can make your business sustainable.
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