Lead Generation | 3 minute read
B2B Lead Generation Strategies That Work
Alana Mulligan
Written by Alana Mulligan
B2B Lead Generation Strategies That Work

Generating leads for your business is important, but it can be difficult if you’re not sure what you’re doing or where to start. Whether you have an established business or are just getting started, the strategies below will help you get the leads you need to build your company. As soon as you begin implementing these strategies, your results will speak for themselves.

 

Automated Email Campaigns

Emails are by far one of the most effective B2B lead generation strategies. According to numerous studies, email marketing can increase your revenue up to 5-fold when it’s done correctly. It’s easy to forget about email in an age of social media and digital content marketing, but most experts agree that automation is key if you want to reach any sort of scale with your email campaigns. There are several tools available on market for automating follow-up emails, drip campaigns or just sending bulk mails faster than ever before possible. You can use HubSpot to set up automated email sequences based on behaviors, subject lines, and even times of day to get people through your sales funnel more efficiently. You can also put together lists of contacts to target with automated emails for each campaign. Segment your audiences by their title, location, industry —whatever makes sense for your business! It's worth noting that once you have a list of leads using these segmentation tags, make sure they are separated into their own database so they don't get included in other segments or lists with unrelated contacts.

 

Create Compelling Content

One of your best bets for cultivating business-to-business leads is to create content that helps prospects find solutions to their business problems. Content marketing takes time and effort, but it’s also a great way to connect with potential clients without feeling pushy or salesy. Consider publishing informative white papers, webinars, podcasts and blogs in your niche that help prospects in their own search for solutions. While it may take some time to build an audience for your content, once you do it will pay off in terms of relationship-building and traffic. Gate valuable content in exchange for business contact information by using lead magnets. For example, offer a free download of an industry report or resource guide if prospects provide their email address or phone number. This strategy is much more effective than simply asking someone to check out your website. When people are given something concrete and of value —and are allowed to decide whether they want it or not—they’re more likely to engage. Make sure your content truly serves your target audience.

 

Retarget Website Visitors

If you have a website, you should be retargeting traffic. The good news is, it's a lot easier than it sounds! You can track down your lost customers using Google Analytics and bring them back to your site with remarketing ads. Facebook, LinkedIn, and Twitter also all offer ways to retarget visitors to turn into leads on their respective platforms, which you should take advantage of if you use these social tools. By retargeting website visitors, you can keep your company in front of potential buyers as they consider solutions to the problem that they may have. This also helps you stay on their radar for future purchases or discussions even if they are not currently shopping around for your product or service. So next time someone visits your site without purchasing anything or enquiring, make sure you don't let them slip away! Start re-targeting and put yourself right back in consideration for the next time they’re looking to solve a problem with a solution like yours.

 

Search Engine Optimisation

One of your B2B lead generation strategies should be targeted search engine optimisation. SEO isn’t something you can just set and forget, but it doesn’t have to be time-consuming either. Remember that link-building isn’t enough to improve your site’s rank for certain terms. You also need great content on your website that is easy for potential customers to access. This will help them find out about your services or products when they are looking for their solution. It may sound difficult to get started with Search Engine Optimization, but there are actually some simple steps you can take that will start getting your website ranking better. These include things like creating well-written content, tagging images correctly, and making sure your site is easy to navigate for search engines. While these might seem like small changes, they can have a huge impact on where you rank in Google’s search results. 

 

Picking The Right Strategy For You

The world of B2B lead generation is a complex one. Unlike consumer-focused businesses, B2B companies must take into account potential customers’ needs, goals and demands. In addition to generating leads from many different channels, B2B marketers have to work with multiple departments within their company to achieve greater results. With a little bit of knowledge and a lot of hard work, you can position your company as an authority in your field, attract valuable customers and boost sales conversions – all by following effective B2B lead generation strategies. Now go out there and generate some leads! If you need help implementing any of the above strategies feel free to get in touch, we would be happy to help.

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