One of the best reasons for a B2B business to use digital marketing is to develop lead generation for their business services. Because B2B companies must build a relationship with their target market, they need to cultivate those leads over time.
Doing this takes time, which is why 20% of marketers believe that marketing automation is one of the most important steps in the process. That requires solid B2B lead generation strategies, which rely upon using the correct tactics to ensure success.
3 B2B Lead Generation Tactics
- Be found: 89% of B2B customers do research prior to buying. On average, a B2B customer will perform 12 searches before they engage with a business.
That is why it is so vital to ensure you are found using quality SEO strategies.
Lead generation for business services has changed over time. Inbound marketing succeeds today because it avoids the interruption marketing that previous generations used for inbound marketing.
When you create your content, you need to ensure you have the right keywords, headers, titles, and search attributes to improve your search rankings.
Then, when visitors come to your website, you draw them in with the quality content you create. This search traffic can then be turned into leads with quality free offers.
For example, Impos wanted to increase their B2B sales through lead generation. They did so by using search engine traffic to supplement their PPC campaign.
At Shout, we helped them by completing a competitive analysis to determine the best course of action regarding content creation and link building activity. This strategy helped us improve their lead generation and helped us create a finely tailored link building strategy that garnered them more attention.
After one year, their strong keyword-based rankings increased targeted online traffic by 43% as well as first page rankings on some of their top keywords. This increase in traffic brought in a 65% reduction in cost per acquisition and an 86% increase in conversion rates.
- Develop your content: One of the biggest keys to quality B2B lead generation is creating quality content. While the content can vary from business to business, some of the most effective forms of content include email newsletters, white papers, leadership articles, webinars, and blog posts.
Source: Smart Insights
If you want to improve your lead generation efforts, you should create content that will keep your audience engaged with your sales process.
The challenge in today’s market is that content is hyper-saturated. That is because most marketers know that the way to get search traffic, thought leadership, and leads is through content marketing.
The good news is that many of these content marketers still need to improve their game with leads. Over 71% of them say their content marketing efforts are either adolescent or in the first steps of their content marketing.
In fact, only 6% consider themselves sophisticated, and 22% mature.
Therefore, developing your content strategy now can help you get ahead of your competitors in your B2B lead generation strategy.
One way to do this is to remember to ask for more prospects and subscribers. That is why every content piece should have at least 1-2 different calls to action in the content.
With content, you can get prospects to say a lot of little “yes”es until they are ready to purchase your services. It is vital that your content is good, because it keeps drawing customers to the next yes.
- Human to Human: Bryan Kramer states that business is no longer B2B or B2C, but is human to human (H2H).
As he says, “Businesses do not have emotion. People do. People want to be a part of something bigger than themselves. People want to feel something. People want to be included. People want to understand.”
Most B2B lead generation strategies fail because they do not add a personal touch to their marketing automation.
However, if you want to truly benefit from inbound marketing strategies, you need to ignore the B2B and remember the H2H to succeed.
That is because behind every company are people who will respond to your marketing.
Generating leads for your business requires a human touch. At the same time, being able to automate the process, so it can be done consistently can be a challenge. That is why you need to have the right strategy and tactics in place to succeed.
If you are still not sure about which B2B lead generation tactics work best for you, then sit down with one of our expert lead generation specialists at Shout to determine the best options for your business.