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Before I start with the strategies, let's take a quick look at the significant 2022 statistics indicating why B2B lead generation needs your attention.
Now, let's dive into the B2B lead generation strategies right away!
The best way to build B2B lead generation strategies to boost your sales is to tailor them according to your industry, product, and target audience. That's why there's no one-formula-fits-all approach in B2B lead generation.
While I cannot give you a quick success mantra for B2B lead generation, I can give you a few B2B lead generation strategies. All you need to do is experiment with these strategies and find what works best for your business.
Did you know 68% of B2B businesses use a strategic landing page to attract leads?
While this may seem like an easy-to-do B2B lead generation strategy, it is not. Maximizing your landing pages is time-consuming; you must keep experimenting to see what works and what doesn't.
Create multiple landing pages that speak to the needs of different buyer personas at different sales funnel stages. Ensure that the landing page content is based on the needs and goals of the target market and the customer journey stage they're in.
Here are a few best practices that apply to your landing pages regardless of what they hold.
The eCommerce company WallMonkeys used heat maps to see what captured their visitor's attention first on their website. The heat map results made the team confident that tweaking the landing page would bring in more sales leads.
The company ran an A/B test and placed a more 'fun' featured image on its homepage to make it more eye-catching to the shoppers.
This simple change boosted WallMonkeys' conversion rate by 27%. But there's more!
The eCommerce player made a second variation against the first. They replaced a slider that received minimum clicks (as per the heat map) with a search bar to drive engagement.
And boom! 💥
WallMonkeys witnessed a 550% boost in their conversion rate.
The moral of the story is to keep running A/B tests and tweaking your landing pages for the best results.
Businesses often miss out on optimizing lead capture forms, but it is one of the most effective B2B lead generation strategies you must follow. Take note of these best practices to convert the majority of your website visitors into leads.
Keep your form short. Ask for the information you need – email, job title, company name, and buyer's name. You can also ask for the company size or location, if necessary.
Your lead capture form must have a balanced number of form fields to eliminate the leads who aren't interested or qualified but are not overwhelmingly long, which exhausts leads. Lengthy forms can make people abandon them, and you may lose out on precious leads.
As per Gartner's report, 77% of B2B buyers state that their latest purchase was complex. Moreover, the B2B buying cycle is longer, with 76.6% of B2B sales taking a minimum of four months to close and about half taking seven months or even more.
So, to ensure lead conversion, make it easier for them to take the next step. When you do this task well, you get to witness real results. GoCardless, a financial software company, boosted their conversions by 139% simply by reducing friction in their sales funnel.
Try including qualifying questions in your form to generate quality B2B leads. This can be open-ended questions or multiple choice. Ask questions like the lead's business goals, their pain points, or the challenges they face.
CTAs are tiny things, but they play a critical part in your landing pages. Optimizing CTAs is one of the best B2B lead generation strategies out there. So, provide a clear and action-oriented CTA, place it in a prominent position, use a bright color for the CTA, and an eye-catching text that tells the lead what to do.
Do you know the most challenging tasks that haunt most B2B marketers?
With Quora, you can fix both these problems, and hence, this is one of the most effective and unique B2B lead generation strategies that not many businesses think about.
Quora is an underrated social Q&A platform that works well for B2B lead generation. Your active presence on the platform can help you find what your target audience's burning questions are. Thus, you can answer them, build trust, increase your brand credibility, and promote your product and content as well.
Blinkist, a non-fiction learning app, witnessed growth in app installations and signups after using the Quora platform. Quora's audience of 300 million monthly visitors aligned well with the type of Blinkist users – curious and engaged adults willing to learn and get answers to their questions. Further, since the launch of ads on Quora, Blinkist has added thousands of new tria signups monthly.
Similarly, Rev's speech-to-text AI services experienced a 31% decrease in Customer Acquisition Cost (CAC) and a 102% increase in website traffic as a result of using Quora.
The global marketing automation software is predicted to grow at a CAGR of around 8.15% with $1.43 billion USD between 2022 and 2027. This shows how vital automation is in today's digital landscape.
Without marketing automation, implementing an effective omnichannel B2B lead generation strategy gets difficult.
Marketing automation software makes your life easier. It allows you to automate several repetitive and time-consuming tasks. Further, marketing automation software also helps you analyze how your visitors interact, how engaged your leads are, their buying patterns, and their progress in the journey. Based on these insights, you can use customized tactics to capture more leads and convert as many as possible.
For instance, choosing an automation software like RevenueHero can make lead management easy as a breeze. The platform takes care of everything – from inbound lead capturing and routing to scheduling instant meetings. Hence, using software like this is the most important thing in a B2B lead generation strategy.
There are different marketing automation software to choose from – email marketing, CRM, data integration, and more. However, make sure to choose the right marketing automation solutions for your business.
Here's a short example to reiterate that implementing marketing automation is one of the best B2B lead generation strategies.
As the name 'lead magnet' suggests, it is something that attracts leads. Therefore, undoubtedly, offering lead magnets is one of the most useful B2B lead generation strategies. In fact, 50% of marketers who started using lead magnets reported higher conversion rates.
Richard Wood, Managing Director at Six & Flow, describes lead magnet as 'anything that you can offer a prospect that has enough perceived value in exchange for their contact information, like an email address.'
However, 'anything' does not mean any surface-level content that is easily accessible on blogs. Such content isn't really magnetic, right? They do not make sense when offered as lead magnets or incentives to generate more leads.
Instead, offer high-level, valuable content that your target audience wouldn't find easily on various blogs. Share with them comprehensive, real-world experiences through lead magnets. You can share detailed content in the form of the following:
Further, you can also offer something like templates, workbooks, and checklists as lead magnets that your prospects can use for business growth.
Here are three inspiring lead magnet ideas that you can use to effectively generate B2B leads.
Not many B2B companies offer a free expert consultation at the 'cost' of filling out a form. Hence, this lead magnet idea seems pretty magnetic. Also, it is a great solution for all kinds of B2B firms.
Single Grain offers a free, custom marketing plan. This B2B lead generation strategy works because:
Free tools are forever free. But if you cannot afford to offer a forever free tool, consider creating a free trial of your solution instead. You can limit your trial to a specific period, like a 15-day free trial or a 30-day free trial. This can be a great lead magnet and one of the most successful B2B lead generation strategies.
However, if you feel free trials are too much for you, offer product samples.
Blinkist offers a free trial of its product for a limited period. On the other hand, Soundview offers a sample book summary instead of a free trial.
While Blinkist's free trial definitely works because users can try the product before buying and the friction to the product is decreased, Soundview's product sample also works fine because one book summary is enough to get an idea of the product quality.
One of the most irresistible lead magnets is eBooks. When one blog isn't enough to solve your target buyer's problems, offer them an eBook. It is one of the most popular B2B lead generation strategies.
eBooks offer free solutions, and they are one of the best educational resources for understanding professional, complex topics. Further, here's why eBooks work.
Generating leads and improving conversions is slightly challenging but not impossible. When talking of B2B lead generation strategies, all you must do is find out what works for your business.
It's super-easy to get entangled in a web of several B2B lead generation strategies that can make you overthink what's best and what's not.
So, my advice would be to talk to your team and list the strategies you think would work. Experiment and keep improving.
Among everything else, don't forget to take a quick tour of the RevenueHero platform that makes B2B lead conversion easier. Not only this, but it also helps you with lead qualification, routing, and scheduling instant meetings
Assign meetings to the best rep right on your landing page