B2B Lead Generation Strategies
Business-to-business (B2B) lead generation differs from business-to-consumer (B2C) lead generation, which involves offering products and services directly to consumers. B2C and B2B businesses also obtain leads from different locations, which means they cannot use the same techniques to find new consumers.
The B2B buying environment and demographics have evolved and are still changing; therefore, it may be time to implement a few lead generation tactics that are not currently being used. According to a 2020 B2B buyer study by the Weidert Group, the majority of B2B buyers want more face-to-face contact with supplier representatives (76%) and deeper, longer dives into research (77%).
Lead Generation Strategies with Examples
The most effective technique to increase sales is to personalise the business plan to respective industries, products, and buyers. The sales and marketing teams of businesses must be willing to try, learn, and execute new methods of generating B2B leads. This entails experimenting with several tactics until you find one that works.
Ready to try something new? Here are five B2B lead generation strategies to try.
1. Create compelling content
The first step in creating captivating content is understanding the business’s target audience. To begin, companies should create client profiles, also known as personas. Curate content for them based on search terms they are already using. However, it may take more than a well-written post to entice them.
Think about the buyers’ needs to make their work simpler. What can be offered to them that will entice them to give the business their contact information? Make it relevant to them, relevant to your business, and compelling.
2. Make it simpler for leads to schedule a demo
Many B2B buyers have lost some time in their day due to the amount of research they have to complete before selecting. Hence, it is important to decrease friction in order to stand out to your leads. Make it simple for leads to work with the business, beginning with their first encounter.
As you can see from the strategy, Lead Forensics used a traditional online form technique, which works well for inbound lead generation. After this, businesses must quickly follow up as it is a race to the finish line.
3. Participate in Social Media Conversations
If businesses want to take a page from the B2C playbook, the social media approach could be a smart place to start. Social media channels are excellent for communicating directly with followers, prospects, and leads. Consumers (B2C and B2B) want a better customer experience from businesses now more than ever.
Knowledge of the business’s audience on social media is just as important as knowledge of the business’s audience in content development. The message is that social media should be used for purposes other than promotion. Use it to build trust and brand recognition among your target audience.
4. Conduct A/B tests on key pages
Conducting A/B testing is normal among businesses. No marketer worth their salt would limit their leads to a single landing page with a single call-to-action. So, this is not a recommendation to split test, but rather to split test everything—even the places deemed as not worth it.
Change the colour of the website buttons; try a new font for the business’s call-to-action message; change “your” to “my”; resize, recolour, reformat—try and test everything, little by little, until the perfect combination is discovered. What makes a difference in the CTR and demo requests may surprise businesses.
When WorkZone, a project management software, changed their testimonial bar from black to white, they got 34 percent more sign-ups on their submission form.
Here’s the control:
Here’s the variation they tested:
5. Use social proof to gain the trust of buyers
Social proof is an important component of most B2B lead generating methods.
Buyers will seek social proof to make a better-informed purchase decision since they may be skeptical of promises regarding the business’s product or service. The more social evidence collected on the website, the simpler it will be to generate trust and drive sales.
Businesses can consider adding social proof to their landing pages and homepage, publishing reviews on social media, and developing case studies.
Conclusion
In conclusion, the key to lead generation strategies is to find what works best for the business. Figure out what works, discard what does not, and increase sales without stressing over missed opportunities.
