lead generation | 5 MIN READ
Marketing is the most significant aspect of any business to attract customers. In marketing, lead generation strategies play a crucial role to convert the potential lead into existing customers, hence, increasing the sales. When it comes to B2B marketing, the strategies for lead generation keep on changing as based on the clients.
However, after Covid-19 pandemic, a lot has changed in the lead generation strategies. Most of the businesses are forced to decrease their budget on lead generation techniques to cut costs. Due to such a situation, B2B firms have been facing many obstacles which has made lead generation a tough task.
In addition, today, customers have become smart and demanding. They do their shopping only if it fulfills all their needs. Hence, B2B honchos need to go for B2B lead generation tactics by asking the question- What do my customers want?
There are thousands of lead generation strategies circulating in the market. Hence it is difficult to decipher the perfect one. In fact, some of the big companies also struggle with coming up with B2B lead generation tactics. If you also find yourself in a state of confusion when it comes to choosing that perfect B2B lead generation strategy, then you are at the right place. Here, we have curated a list of top 11 B2B lead generation strategies that you can use for your business to acquire new customers in 2022.
B2B Lead Generation Sales Funnel
Irrespective of your industry, a core requirement will always be obtaining the new customers. Acquiring new customers is how companies grow the business. This is where lead generation strategies come into play. So, what is exactly lead generation?
In simple words B2B lead generation strategies is the process of identifying the potential customers for the product or services. In the long run, the objective is to convert them into a buyer. Over the years, B2B lead generation strategies have become a crucial activity in marketing and sales.
The entire procedure of B2B lead generation strategies goes through a sales funnel, which comprises ToFu, MoFu, and BoFu.
Top of Funnel (ToFu): It is the part where the potential customer comes into contact with the brand. In the ToFu, customers discover the brand. Brands generate awareness of their product with b2b lead generation tactics such as blogging, social media marketing etc.
Middle of Funnel (MoFu): It is the stage where brands go to the next level with their leads. MoFu is meant for brands to show the customers that you have what they are inquiring about. Email marketing is the most effective for customer awareness about your product and services.
Bottom of Funnel (BoFu): This is the last stage where you go forward with the sale. You achieve this stage once the lead is convinced that you are the right choice for their desired product or services. BoFu mostly includes direct emailing for sales, one-on-one sales conversations, or a sales pitch in a webinar.
In a way, a sales funnel is the customer’s journey that starts from discovering, researching, evaluating, and finally making a decision based on the content they consume.
Top 11 B2B Lead Generation Strategies
To transform a lead into a buyer, a brand needs to hustle. Prospective leads don’t magically buy a product just with an initial attraction. It takes some more convincing and a push for them to spend their hard-earned money. Hence, there are certain lead generation strategies that help in broadening the reach. Here, we have listed the top 11 B2B lead generation strategies that are ever growing and work in the long run.
1. Website Optimization and SEO
Among all the lead generation strategies, Search Engine Optimization is arguably the best. SEO is the process through which certain aspects of a website are adjusted and enhanced so that it ranks on top in the search engine. A top-ranking website has more chances of lead generation since it is visible at the top of the first page of the search engine. Simply put, the higher your website ranks on the first page of a search engine, the easier a visitor can find and interact with your business. Implementing SEO strategy is the best way to attract the leads as a brand can appeal to its target audience instantly at online mode.
In a nutshell, the SEO strategy includes targeting the qualified customers for their engagement by using the target keywords. The result would be an increase in the search engine ranking, more exposure to the brands, more clicks, improved website traffic and eventually more sales.
2. Content Marketing
Lead generation through content marketing can be successful in the long term. Lead generation strategies involving content marketing is a strategic promotional activity focusing on creation and distribution of engaging and relevant content. It attracts and even creates a lead from the target consumer. Believe it or not, the content can actually make or break a business.
Along with creating an engaging piece of content, promoting it across various channels is also important. Once the potential customer reads the content, then only they can grasp the knowledge of given products or services, and share the same with their peers. Hence, it is essential to know the right audience. The content has to be accurate, backed by the facts and data. A well-researched and value-adding piece of content can gain the trust of the audience which is the key to maintaining the long-term relationship.
3. Social Media Marketing
The activity in social media can give you many leads if you do it in a timely and engaging manner. In today's day and age, the whole world lives on social media, hence you cannot miss this golden tool for generating leads. Once you generate a lead from social media marketing, there is a high chance of converting that customer into a buyer; if you are a good marketer.
A quality social media lead includes accurate user information and a room for enough creativity to engage the customer into your business. Always keep in mind that when it comes to the social media lead strategy, quality surpasses the quantity.
When it comes to the B2B lead generation strategies, pay per click (PPC) could be useful. It is a highly effective method for the businesses engaging in lead generation strategies. PPC is the method in which businesses pay for by the click. PPC is mainly for gaining more customers. A business can’t survive only on existing customers. It always needs new leads which eventually become clients.
While implementing PPC strategy, one needs to target specific keywords, using appealing copy in ads, write relevant landing pages for target customers, include more information in the forms, and lastly optimize the back-end data. Using the mentioned PPC campaign strategy will promote a positive reputation and obviously increase the lead generation.
5. Build Up Your Email List
Despite the rise of one-on-one responses in social media, the value of email marketing hasn’t decreased yet. Undoubtedly, communication between customer and business is changing, but a formal email encourages the leads to go ahead and check the product and services.
Email marketing is the lead generation method through an email opt in form. It helps businesses to gather information on potential customers. Along with bringing the lead, email marketing also helps to nurture the same, and ultimately change them in the customers. Despite so many techniques available, email marketing always remains as one of the most relevant lead generation strategies.
6. Intent Pop-ups
Almost every website uses pop-ups for lead generation. It is a cost-effective way to achieve social media leads. At first sight, it may appear irritating because it pops-ups anytime and obstructs the user experience. However, if used correctly, businesses can gain leads successfully through website’s content.
Pop up is an invaluable tool which increases the website subscribers and overall sales of the business. The emails collected by pop ups are a valuable source of data for businesses to scale up their sales. However, it is not just emails, but also the phone numbers, company data etc. that can be collected through pop ups. If used effectively and in a customized manner, it can prove to be effective for generating leads and revenue for business.
Chatbots coupled with AI is one of the powerful lead generation strategies that facilitates two-way conversation. Such realistic conversations can boost the sales potential and broaden the marketing reach. The chatbots deliver top-notch user experience which is optimized and personalized.
Bots are helpful in identifying the interests, likes, dislikes, and driving engagement for the customers. Businesses can also run surveys to engage customers by asking questions. As a result, brands can know about their best and least performing products. All marketers need to do is to use the right content at the right time for gaining more leads.
Furthermore, chatbot building is not a tough task. You can build your chatbot in an easy manner with the help of WotNot’s no code chatbot builder. This user-friendly chatbot builder comes with several features that offer rich chatbot building experience. In addition, you can also avail their done for your services where their team of experts will utilize their experience to execute your requirements.
8. Guest Blog Posting
Guest blogging is a powerful way to broaden your reach to target market and to fetch the backlinks to your site. When other brands look forward to you for posting on their site, make sure to say something worthwhile. When more authoritative sites link to your site, it adds power to your website. The backlinks and resultant authority are a crucial criterion on which search engines value your site.
Guest blogging is a great way for fueling social groups and blog subscribers. It targets the audience effectively with higher chances of changing them into leads. Guest blogging and resultant backlinks is the best way to achieve fresh leads. Guest blogging is one of the best lead generation strategies in the ToFu sales funnel for capturing the attention of a wider audience.
9. Mobile Optimization
Since the whole world is moving to mobile, optimization in this device is essential. The mobile first indexing is available for better search results for users. More and more people are accessing the internet from their mobile. Hence, make sure that your apps and website are mobile friendly.
The web design and optimized image should be mobile friendly for fast and frictionless user experience. Engage the audience with mobile campaigns which are easy to navigate, attractive looking, and provide the information which lead is looking for. Once your mobile optimization works, it increases conversions and drives more sales.
10. Omnichannel Marketing
The name itself is self-explanatory. This promotion includes marketing your business through various platforms. The biggest benefit of this marketing is that you can achieve leads through various touchpoints. Omnichannel marketing is no more an option for businesses, it has become a must have. A retailer needs to constantly come up with new strategies for acquiring, engaging, and retaining customers from various touchpoints.
The core advantage of omnichannel marketing is that it creates a positive experience for the customers. A consistent brand experience, personalized customer experience, easy measurement of ROI, and richer customer data are some of the great advantages of omnichannel marketing.
11. Lead Generation Pages and Funnels
When it comes to lead generation strategies, a specific funnel is a lifeblood. To attract potential customers, lead generation pages can do wonders. They drive the lead generation campaign successfully and convert the new visitors into a buying customer.
The lead generation funnels are a systematic approach for gaining potential customers. The leads go to the top and thereafter you guide them through the stages of funnel. The key to create a successful campaign is to decide which channel is best to drive users to your website.
Identifying the right type of B2B lead generation strategy and implementing it is the key to boost lead generation and acquiring new customers. Not every lead gen strategy will work for your business. You must analyze your business objectives carefully and then choose a strategy that aligns with your business goals and offers the best results. For this, you may study your competitors. Have a look at what lead generation strategies they are using. You can also identify a bunch of strategies and implement a combination of them. After a few months, you can analyze which strategy worked the best so that you can invest more on it and cut the budget of the rest of the strategies. In short, you must try out most strategies, analyze them, and then finally stick with those strategies that give consistent results.
Q-1 Is lead generation a part of sales or marketing?
There is a lot of debate regarding lead generation’s nature. It is the area where marketing and sales overlaps. Marketing comes up with the strategies to attract leads which further convert into sales. In fact, it is the sales team which usually informs if they got quality leads or not. Hence, it can be concluded that lead generation strategies are part of both marketing and sales.
Q-2: What is the sales process of converting B2B leads into customers?
One needs to follow six steps for the sales to take place.
Identify the prospects: The sales process initiates when you are aware of whom you are selling to. Go for extensive research beforehand and narrow the target market. It increases the chances of sales.
Reach Out: As the market is highly competitive, you need to be proactive with strategies for catching the attention of buyers. You should use the methods of ToFu as mentioned above. You can reach out through online medium or conventional sales methods.
Lead Capturing: Capturing leads is necessary to build a relationship with prospective buyers. Go for a lead magnet tool for providing valuable content such as downloadable PDF or exchange of video. In fact, a simple contact box in a website is also effective.
Email Leads Nurturing: Now it’s time for MoFu. You can educate the leads about your product or services. Here the goal is to understand the requirements of customers.
MQL Vs SQL: Of course, you need qualified leads. Once the lead comes into the qualifying stage, it comes in two categories- Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). The MQL is the interested leads as well as it meets your criterion. The SQL is ready to buy customers and prioritized by the sales team.
The Closing Time: It’s time to make the sale. It may include conversing with the sales person or use of the automated sales funnel.
Q-3: What are lead generation metrics?
Lead generation metrics act as a yardstick to measure your lead generation efforts. Some of the most common lead generation metrics are:
Marketing percent of contribution to sales pipeline: The overall revenue percentage in the sales pipeline that originated from the marketing efforts.
Quality of SQLs: The percentage of SQLs that are not rejected by the sales teams.
Quantity of SQLs: The overall amount of SQLs sent to sales teams.
Cost per Lead: Total campaign costs divided by total number of leads.
Cost per Inquiry: Total number of lead acquisition costs divided by the number of inquiries.
Senior Content Writer at WotNot. He likes technology, chatbots, comedy, philosophy, and sports. He often cracks hilarious jokes and lighten everyone's mood in the team.