There is nothing more frustrating than not being able to generate leads as a B2B marketer when you know your potential customers are out there somewhere. Well, the formula is simple if only you are ready to begin the search for the ideal B2B sales strategy tailored to your business.
In this blog, Unify Wizards will lay a strong foundation of the meaning of B2B leads and the essential elements that will set you on the path to effective lead generation that delivers real results.
What is B2B Lead Generation?
Let us start at the very beginning by defining the meaning of B2B lead generation. The term B2B lead generation is simply short for business-to-business lead generation, which means businesses that primarily sell to other businesses. It is a crucial first step in every marketing strategy, marketing funnel, or sales process.
Now what is lead generation? For people who do not know, lead generation is the process of collecting information such as names, emails, and job titles of potential customers. This information is then used to target customized sales pitches or ad campaigns to them.
B2B stands apart from B2C, where products and services are directly marketed to individual consumers. The two use distinct strategies to find leads, making it crucial to not use B2C strategies if you are trying to reach potential B2B customers.
The Importance of B2B Lead Generation
B2B lead generation helps many businesses drive growth by generating high-quality leads and increasing visibility. With this, businesses can increase their sales and revenue, resulting in greater profitability.
A good B2B lead generation strategy identifies your ideal customer profile, discovers untapped customers and lays a strong foundation for sales activities.
B2B marketing campaigns can also be customised to meet the needs and preferences of potential buyers. This customization improves the potential of converting the right customers. Additionally, having strong customer relationships through the use of effective lead-generation strategies builds brand trust and allows your customers to continuously work with you.
Proven Ways to Generate B2B Leads
Identify Your Website Visitors
Many people visit your website every day but not every one of them scroll through every page, ask for prices, or fill out an email form. The trust is that for them to visit your website shows they are at some point interested in your products or services and just haven't engaged.
But how can you compel them to take the next step if you do not know who is visiting your website? The only solution to achieve this is called visitor identification! These tools are used by B2B marketers to know the IP address of your website visits and identify potential customers.
Also, these tools often display other relevant data about your website visitors, such as demography, visitor activity, device and app use. The IP identification and visitor activities displayed by these tools tell you the pages visited on your website and how often. This allows you to create lead nurturing techniques to get more B2B leads from your website visitors.
Use SEO Ranking with PPC
It's no surprise that some B2B marketers may be reluctant to invest in Per Pay Click as they can become a waste of money and resources if it is not done in the proper way. We all can agree that organic ranking is better, but it is a longer-term strategy as Search Engine Optimization is ever-changing with constant Google search engine algorithm updates.
Therefore, using PPC campaigns like Quora Ads, LinkedIn campaigns, Twitter Advertising, Google Ads and retargeting is a great way for businesses to start generating organic leads at every stage of the marketing and sales process.
When you use SEO to know about the relevant keywords and check the effectiveness of your advertisement through consumer feedback to ensure you will get the best results, the money you spent on PPC will never be a waste.
Add a Personal Touch to Your Cold Emails
Are you part of the B2B marketers who have never sent cold emails because conventional thinking says that cold email marketing does not work? Well, you may think that you can’t send cold B2B emails because of the General Data Protection Regulation law.
However, these ideas are not true because you are allowed to send cold emails. Not to mention the fact that they absolutely help in generating motivated leads.
What matters is your ability to send an email that is brief, clear and persuasive and see it get the attention of your target audience.
Let us talk about some of the ways you can write these kinds of emails.
- Give a Clear Subject Line: This is how you get them to open your email.
- Make the Email Engaging. When the email is engaging and funny, the renders develop a great impression towards your brand.
- Use images and GIFs: Using great graphics in your email brings your email to life.
- Be Precise: No one loves to read a very long email, so make sure your email is short and precise.
- Use Simple Language: Avoid rude, vague, argon or marketing words in your email.
Use a Scarcity Marketing Strategy
According to statistics, customers often have the fear of missing out and act uninterest when products are abundant. Therefore, when there is scarcity, they rush to get the products or services. This is the essence of scarcity marketing tactics. It uses the human desire not to miss out on something they think is special.
For example, having limited time offers is a great way to encourage your customers to give their details and become highly motivated leads.
Content Marketing for Trust Building
When we talk about content marketing, there is no doubt the ultimate foundation of any good B2B lead generation strategy. It makes the SEO of your website more appealing while helping you build your brand's value
When you create content that addresses the common pain points of your website visitors, it naturally builds authority, and trust while establishing your website as a place they can go to get accurate resources. Sharing quality content on your website drives visitors to your website, and they ultimately turn to qualified leads.
Incentivizing Social Sharing
The sole purpose of social sharing is to go viral and increase brand awareness, generate valuable leads, and improve customer service. But, with thousands of brands competing for the same spot and attention, your social sharing needs to be handled by a professional B2B marketer for you to achieve your goal.
Also, encouraging your audience to share your brand content on their social media platform and compensating them with exclusive offers and prizes will boost your website visibility.
Take Advantage of Social Media
When planning social media marketing for B2B, there is no way we will not talk about the importance of social media. Your social media platforms are a great place to get new potential customers and stay connected to your existing customer base.
Many brands make the mistake of using their social media platform to only push their product and get customers to buy from them. While this is a great strategy, the goal of having a social media presence is to build customer truth and have more engagement.
Social media platforms help your target audience to see the personality of your brand while you engage with them It also gives a sense of community and helps new visitors to connect with your brand on a personal level which in turn leads to high-quality leads.
LinkedIn is a social media platform that is great for B2B lead generation when used in combination with other content such as blog posts, videos, and white papers.
Add Pop-ups and Opt-ins to Your Landing Pages
Although your website content is important when it comes to building trust and value for your brand. Pop-ups and opt-ins are also another way in which you can generate leads on your website when they’re attached to content that has a lot of organic traffic.
Pop-ups and opt-ins are known for providing optimal click-through rates and increased user engagement. But you need to be careful when implementing them because a lot of customers often see them as irritating. So, it is advisable to only set them up at a 50% page scroll to avoid your audience leaving your landing page.
Use Compelling Call to Action
The power of a compelling Call to Action (CTA) Optimization is great for marketing in this digital era. When you have a CTA that stands out and appeals to your visitor's pain points, you will deliver a unique value proposition that will increase conversion rates.
Build Great Backlinks
According to research, the quality and quantity of your backlinks can rank your website higher in search engines. It is also a powerful lead generation strategy and a stamp of approval that shows your website and brand can be trusted. When you have a backlink from an authoritative and trusted website, it will boost your SEO and increase your website visitors.
Some of the many ways to get people to backlink to your website are the following:
- Guest blogging
- Appear on podcast
- Create a YouTube channel
- Create infographics
The Final Thought
Understanding how to generate B2B leads is critical for growing your business and driving traffic to your website. With the above tips, B2b marketers will learn how to create marketing strategies for their clients or businesses.
Unify Wizards is a leading B2B marketer helping businesses to expand their online presence and increase visibility. Our years of experience and expertise help us to come up with strategies and identify marketing tools your business needs to gain new clients and reach new heights.