Use these six B2B lead generation tactics to fill your sales funnel.
Lead generation is a crucial part of any B2B startup. Marketing and sales teams constantly search for great B2B lead generation tactics to help them bring in more qualified leads.
B2B lead generation tactics include more conventional methods — content marketing and email marketing — and newer techniques like conversational marketing.
- Social media allows your startup to start building real relationships with prospects.
- Content marketing remains an effective B2B lead generation tactic.
- A well-written email to a B2B prospect doesn't present a sales opportunity but rather a business relationship.
- Gated content separates serious prospects from those "just looking."
- SEO lets the right people find your startup.
- Conversational marketing gets your prospects the answers they are looking for.
B2B Lead Generation
B2B lead generation is the collection of data about your buyer market and the use of that information to reach decision-makers with targeted, personalized communications.
85 percent of B2B marketers consider lead generation a top priority. Startups need to keep sales funnels full with a steady stream of new leads, and this requires a deep understanding of their buyers. 76 percent of consumers (both B2B and B2C) expect companies to anticipate their goals and challenges.
B2B buyers consist primarily of business professionals. Use a detailed buyer persona to maximize your lead generation efforts.
The 6 Commandments of B2B Lead Generation: Tactics Proven to Get Results
64 percent of consumers want businesses to connect with them. Once you identify your market, it's time to get to work and start reaching out to them. Initiating the relationship-building process will distinguish your startup from competitors.
Here are six B2B lead generation tactics that have been proven to bring in new, high-quality B2B leads.
1. Social Media Marketing
Today, most businesses have started turning to social media to connect with their audience. When asked which lead generation tactic was the most useful for improving lead generation quality, 59 percent of both B2B and B2C respondents said social media.
Social media makes connecting with your market simple. Both paid (sponsored) and organic posts will get your startup discovered by your target market. Smaller startups may find that a paid social media strategy helps broaden their viewership. Studies show that 64 percent of people say social media influences their buying decisions.
If you have past startup experience, you may prefer organic posts. You can boost your startup’s reputation (and that of your customer service) with organic posts by listening to your market and addressing prospects’ questions and direct messages.
2. Content Marketing
93 percent of B2B companies say content marketing generates more leads than other lead generation tactics. B2B prospects search the internet for answers to their questions or a solution to a problem. When they come across your content, they expect to find answers.
Your prospects are also looking for an authoritative voice. Use your platform to provide it.
Your content marketing strategy should include the creation and sharing of original content on each of your platforms. Content mediums that perform well include:
3. Email Marketing
The difference between email marketing for B2B prospects and B2C consumers is that a well-written email to a B2B prospect presents a business relationship — not a promotional deal. 75 percent of business executives say they are more likely to respond to a professionally-written B2B email that does just that.
4. Gated Content
This brings in high-quality leads. Gated content requires a prospect to fill out a form to access it.
This membership-based content allows you to reach out to leads to gauge their interest in your solutions. For example, once you receive a lead’s email address for access to your gated content, send them a follow-up thank-you email and introduce your startup to them. In the email, include an option to opt-in for regular email updates. If they do, then you know they are a serious prospect.
5. Prioritize Search Engine Optimization (SEO)
Proper SEO practices optimize your content, making it easily found by the right prospects. Using highly-targeted keywords in your content and meta information will get you noticed by those looking for a very particular product, answer, or information on a topic.
Highly-targeted keywords are those that aren't searched often. Thoroughly research different keyword variations to see which are still considered "easy" or "possible" to rank for. You need a reliable SEO keyword tool like SEMrush for this.
6. Conversational Marketing
This is an up-and-coming B2B lead generation tactic. Your clients want attention, and they want it now. One of their top frustrations when looking for answers to a question is not finding a simple, quick solution.
When prospects have a question, they want it answered promptly. Conversational marketing does just that.
Thanks to social media messaging and AI chatbots, your B2B prospects can get quick responses to their questions. You can also set up AI chatbots with instant answers to FAQs. These encourage your leads to continue reaching out and boost their confidence in your startup.
Amp Up Your B2B Lead Generation Tactics to Get Real Results
The key to boosting your B2B lead generation is going outside of your comfort zone. If you've been creating and sharing free content and only seeing moderately satisfying results, it's time to consider gated content to draw in high-quality leads.