B2B lead generation largely involves the process of identifying the ideal target audience for any service or product and subsequently encouraging them to make a purchase. Lead generation services are vital for all B2B marketing and sales teams.
Lead essentially refers to the potential customers of any business and is categorized based on the value they can enjoy by using the service or product offered by a brand. B2B lead generation is ideally the very first step in a marketing funnel or sales process and involves a plethora of activities.
The process of lead generation ideally starts with collecting important data about prospective customers, such as their name, phone number, company name, email, job title, and more. This helps in personalizing communication and increasing the odds of a sale.
After the collection of such crucial information, leads are nurtured with the help of marketing automation and are passed onto sales once they are orderly qualified. Creating a consistent pipeline of prospects with high intent and converting them into paying customers is the end goal of B2B lead generation.
B2B Lead Generation Strategies That Work
Here are some of the most popular and proven B2B lead generation strategies that can help companies to level up their marketing game and boost their ROI:
Develop high-quality and evergreen content:
In many ways, content is considered to be the currency of the web these days. Hence, all businesses must emphasize publishing content regularly. Doing so shall not only strengthen the credibility of a brand as an industry expert, but also augment its exposure and reach. However, just creating any content for the sake of publishing won’t fetch much of a result. Companies should focus on creating content that provides value to their target audience, and can inform, educate or entertain them.
This shall invariably aid in earning customer loyalty and boost conversions. Emphasizing the frequency of publishing content is extremely important. For example, posting informative, high-quality blogs regularly shows the commitment of the brand that addresses customer concerns and provides crucial information.
Expand social media interactions:
Today, social media platforms do a lot more than just being channels for promoting and publishing content. They are equipped with a variety of features that allow brands to competently engage with their customers. An average person today has multiple social media accounts and spends at least a couple of hours on each of them daily. An experienced lead generation agency shall help their clients to effectively take advantage of this process.
One should try their best to be both consistent and active across all the social media platforms they choose to develop their presence in. Ideally, B2B brands today must at least use three to four varied social media platforms to promote their brand. These channels should be selected based on the target audience.
Optimize Landing Pages and CTA:
If the landing page of a brand features multiple offers, then its conversion rates can go down by over 200%. Hence, smart creation and optimization of landing pages are vital for any brand website. Optimizing landing pages for lead generation involves emphasis on leading SEO practices, the value of content, customer testimonials, and sign-up form for improved engagement.
Such strategies make the landing page offer more compelling to the visitors while increasing the likelihood of conversions. One must emphasize a single goal for each of the landing pages, while also being extremely clear about the messaging in the CTA or call-to-action to reduce any distraction.
The landing pages and CTAs must be persuasive enough to convert online visitors into leads. Content created for the pages must be straightforward and engaging, and provide a natural experience to the users.
The CTA buttons used at a website can make a huge difference on whether the users click on it. Hence, professional assistance must be sought out for the development of these pages. The CTA buttons should have the right size, shape, and colour, along with strong messaging. It is important to A/B test these buttons to understand the combinations that work the best for augmenting conversion rates.
Encourage Online Feedback:
A great number of customers today check out online reviews while considering any service or product. In case a website does not have any testimonial page, it may negatively affect the odds of getting contacted by a prospective customer. B2B brands must focus on developing opportunities for their customers and clients to share their feedback and experiences. These reviews can help improve the local search ranking of a company, build customer trust, and boost conversions.
Marketing was majorly emphasized reaching out to people and introducing a new service or product to them traditionally. But over the years, digital developments and extensive online exposure have been game-changer. Making lead generation services important for all companies, regardless of their size and scale.