Lead generation is a priority in any digital marketing strategy, especially for a b2b company. In this article, we will analyze the main channels and strategies that you can use for your company’s b2b lead generation. Tactics B2B Lead Generation.
A step-by-step approach to b2b lead generation
The criteria used to select the best b2b lead generation strategies include effectiveness measured on customer results, speed of launching campaigns, and the ability to analyze and optimize, so that these tactics can be improved over time.
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We decided to order these strategies based on ease of implementation: the initial ideas are relatively simple to implement and launch, while the subsequent ones require more time, being more complex.
Landing page optimization
Landing page optimization is one of the most effective options for improving b2b lead generation, as it allows you to obtain almost immediate results with relatively little effort. Every business probably already has one or more landing pages that receive visitors on a regular basis and convert them into customers at a certain rate. For example, let’s say each page converts 20% of visitors.
If a business has four landing pages, each receiving 100 visitors per month and converting at 20%, that would result in 20 leads per month per page. Improving the conversion rate from 20% to 30% would increase the number of leads from 80 leads per month to 120 leads per month, an increase of 50%.
Small improvements on a number of highly visited pages can translate into a significant increase in the number of leads.
Blog Optimization
Blog optimization is an often overlooked strategy when it comes to improving B2B lead generation.
Your business website probably already has a blog, even if it isn’t updated weekly. Some articles can be indexed in Google and receive a significant number of views each day, providing an opportunity to convert those views into leads with minimal effort.
The first step is to figure out which 20 blog posts are the most viewed on your website, and then add up all the views these posts receive each month. For example, if each of these 20 posts receives 100 views per month, that would be 2,000 total views.
Blog posts should convert between 4% and 5% of views into leads. Improving the conversion rates of these 20 posts would result in 40-50 more leads per month. To improve these posts, it’s important to add relevant calls-to-action (CTAs). Blog posts, which are typically between 1,000 and 1,200 words, can be linked to more detailed, related content, allowing readers to delve deeper into their learning process.
Additionally, updating blog posts with fresh information and republishing them is a great way to attract new views and further increase their lead generation effectiveness.
Offering valuable content on your b2b website
Another effective way to leverage existing traffic and visitors arriving at your b2b website homepage is through engaging content. This strategy involves making content easily accessible to visitors on the homepage, rather than “hiding” it in a less visible section of your company website.
Since your goal is to generate b2b leads, it is important to create a contact form that prospects must fill out before they can view a certain content.
Another effective technique is retargeting people who view content that is not managed through paid ads, bringing them back to your site to complete a conversion form. This allows you to identify them and follow up with sales contact actions.
Regardless of the approach you choose, this strategy will lead to an immediate increase in contacts. Although it is slightly more demanding than the first two, it is still relatively simple to implement and allows you to obtain tangible results.
B2B Video with Lead Generation
Many people prefer watching videos to reading, making video a powerful tool for B2B lead generation.
With video content, you can integrate scrolling contact forms that appear as the viewer watches, offering additional information and inviting visitors to leave their details. These forms can appear and disappear as needed.
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Incorporating videos into your B2B website pages
Landing pages, emails, and blogs, and adding america cell phone number services these forms at the end is a great way to get additional leads while providing compelling content that improves the experience of your prospects.
Video creation is a medium-sized project in cl lists terms of complexity, but today it is easier than ever to create videos for B2B marketing and sales, given the availability of platforms to use.
Implementing this strategy can lead to a significant increase in leads, making the effort worthwhile.
Paid Social Campaigns
Paid social campaigns are an excellent way to generate B2B leads, although they require a well-defined strategy, resources to write and create the campaigns, and investments to support the ads on the desired social platforms.
In the B2B field, LinkedIn is often the most effective platform, especially if you decide to implement account-based marketing (ABM) campaigns, which we discuss in detail in the next paragraph.
A key element for the success
The ads is to offer educational content oriented towards conversion. Instead of immediately asking for a meeting, an initial call, a demonstration or a consultation, it is better to offer resources and useful content, encouraging users to leave their data. This approach will generate many leads in the initial phase of the purchasing journey.
The next step is to cultivate these leads to transform them into contacts, through lead nurturing. If you want to learn more, we talked about it in this article.
lead generation
Account-based marketing campaigns
Account-based marketing (ABM) is a strategy that focuses resources on a set of target accounts within a specific market. Use personalized campaigns designed to engage each account, basing the marketing message on the specific attributes and needs of each account.
ABM requires a well-defined strategy for outreach, targeting, and content to convince people who don’t know you or your company to engage.
