A lead is what we understand is a potential client who shows their interest in a brand’s product or services. Quality lead generation is the backbone of a powerful B2B marketing strategy that helps brands establish a strong sales pipeline going forward the customer journey towards making a purchase. However, the process of generating leads isn’t easy for a B2B company. Here the leads aren’t any end-user. Instead, they are company executives or top officials. Hence, strategies vary from business to business, depending on their specific objectives and requirements. The plan that works for a pharma company may not work for an IT company. So, the principle of one-size-fits-all doesn’t work in the B2B space.
That is why, we have sorted the best five B2B lead generation strategies for businesses to follow in 2019:
Even though social media popularity is on the rise, but still nothing could replace email marketing as an efficient marketing channel. More than 59% of B2B marketers today leverage emails to communicate with their business prospects and also consider emails effective in generating revenue. Over the years, it has been proved that email marketing generates more leads than any other channel. Especially when your emails are personalized and targeted, the impact it has is noticeable with increased responses and clicks.
According to Experian, personalized emails helps generate six times more revenue than generic email campaigns. There are various ways you can personalize your email marketing campaign. You can address the recipient’s with his name, offer customized solutions, set triggered emails based on behavioral patterns, use customer location and time, and most importantly segment your email list to send emails accordingly. A small personal touch can work wonders to add value to your emails. Customers do get happy and feel comfortable when an email in their name reaches the inbox, unlike mass emails sent to all. A feeling of trust and comfort is what personalized emails convey to the reader, and that is what helps to generate B2B sales leads which when nurtured in the right way can convert into paying customer.
Content will always be an integral part when it comes lead generation. A high-quality and informative content is what engages the customer with the brands and keeps them hooked for further information. The motto of B2B marketers should always be creating content that are search engine optimized and at the same time delivers value to the audience. It is through content that brands can show their knowledge and build credibility as a business. Content can be in various formats like blogs, free guide, e-book, whitepaper, infographics, videos, and more. All these content acts as a lead generating tool if is targeted and are relevant for the readers.
In exchange of quality content, brands try to get the contact information of the prospects. Hence, the content should be of high-level so that it attracts and convinces the audience to fill up subscription forms and agree to receive more updated content from the brand. Always try creating content that are industry-specific and will be useful for the audience. For instance, if your targeted audience in healthcare industry, then you must develop health-related content like latest market trends in the healthcare industry, healthcare marketing best practices, and more. Remember your targeted audience is decision-makers so B2B marketers must ensure content that the top officials would want to read and engage with.
Social media is an effective lead generation tool even for the B2B industry. Earlier, there was a common notion that social media is not for business-to-business communication. But today B2B space is undergoing a massive transformation and is going out of the way and experimenting with marketing strategies. Digital channels have replaced traditional practices, and so even B2B marketers make intensive use of social media platforms like Facebook, Twitter, and LinkedIn. More than ever, social media branding has become an integral part of any brand’s marketing strategy. Now, B2B companies are making investments in Facebook, and LinkedIn paid ads to grow followers, build credibility, and nurture the customer relationship.
Especially when we talk about social media strategy for B2B industry, LinkedIn plays a key role as it is a growing platform that connects professionals and businesses. Unlike Facebook, LinkedIn is more specific with regards to the audience it serves. To reach targeted prospects across any industry, brands need to have a LinkedIn profile as a medium to establish their social presence and spread awareness. One of the proven ways for B2B companies to generate leads is leveraging LinkedIn, along with other social media channels. Paid campaigns are a worthy investment as it lets marketers run targeted campaigns focusing on specific demographics like region, gender, business type, industry, and more.
After Google, it is YouTube that receives immense search volume on its video hosting platform across the globe. Compared to other social media channels, YouTube’s popularity among internet users is much greater and widespread. Thanks to the growing demand for video marketing, even businesses are investing resource and time on YouTube promotions through the creation and sharing of relevant and engaging videos. This video sharing platform enables companies to create their brand channel and promote various videos related to their products, services, events, training, tutorials, and other useful things.
Video marketing is the buzzing trend in the market that has been showing successful results when it comes to branding and customer engagement. Even company executives prefer watching a video rather than going through long texts. That is why video promotion on YouTube is becoming a popular practice among B2B marketers as well. It is helping businesses to attract quality leads through referral web traffic from YouTube’s platform.
Influencer marketing really works for any business model. If you want leads that are relevant to your business, then try connecting with influencers from your targeted industry. Influencers are people who holds the power to convince and encourage decisions in your favor. They have huge followers on social media or their blogging site, and people do trust and respect them. So, any reference or recommendation from an influencer will help you attract leads from credible and reliable sources. You can connect with them on social media, follow their posts, interact, and engage. If possible, try to interview them which you can later share on your website or social media profile. This will help to project your brand’s image in a good light.
Also, participate in industry forums and join their discussions. These forums provide an ideal platform to explore new opportunities, build a relationship with the audience, and raise awareness on your brand’s presence in the industry. Forums give you the chance to know your customers and come up with offers that suit their interest. This, in return, helps in generating profitable leads that add to your revenue.