What is B2B lead generation?
B2B lead generation is a marketing process of engaging and creating interest in a product or service, to build a sales pipeline and ultimately get new clients for B2B businesses. This process helps businesses grow by finding new leads, building relationships with them, and improving marketing ROI.
B2B lead generation strategies help businesses spread marketing messages across channels such as social media, search engine marketing, display ads, and offline events. By using multiple strategies, you can cover a lot of ground and focus on different business goals.
1. Capture emails and data with popup forms
Popup forms, if done well, can become an important source of inbound leads. For example, they can collect emails and lead qualification data (industry, company size, use cases, etc.), and drive traffic to landing pages.
Using popups for B2B lead generation requires taking care of a few things:
- Choose who sees them (and who doesn’t): how to choose audience
- Creating a design that matches the website: popup design guide & examples
- Have an offer that’s relevant to the page it appears on (you can set your popup to appear on specific pages only): 20 effective discount and coupon ideas
- Have a clear goal (collect emails and data, drive traffic to a tool or form, promote a specific product or service, book a demo, etc.)
- Describe the value for taking the action (e.g. learning how a product helps tackle a specific goal, seeing best marketing practices in action, getting an extended free trial)
2. Drive traffic to signup forms with onsite notifications and bars
The goal of this B2B lead generation idea is to direct your website visitors toward lead magnets, signup forms, landing pages, case studies, portfolios, and other resources. Since most of your traffic arrives at your homepage, this would be a way to make them explore more.
3. Create blog content with practical value
Content marketing is one of the things that builds your unique B2B brand and reputation, so creating content is becoming more and more important.
Consider creating:
- Blog articles
- Podcasts
- Videos
- Email newsletters
- Assessments
- Research reports
- Original studies and surveys
- Free online tools, eg ROI calculators
If you’re just starting, consider focusing on several content types. Blog articles and videos are some of the easiest to create while podcasts, assessments and email newsletters are some of the most effective in terms of generating B2B leads.
Every piece to serve your readers must have value to position yourself as a thought leader and grow your Google positions. For examples of great B2B blog content, visit Clutch.co and NerdWallet—their collection and expertise level are exceptional.4. Prioritize creating case studies
Case studies are one of the best ways for your potential clients to learn if your product or service works. That’s why they often seek case studies when interested in a company.
That means prioritizing the creation of case studies is a must to increase inbound lead generation. Create a “Case studies” section on your website to differentiate them from the rest of the content you publish.5. Host live webinars (also with partners)
Consider hosting a webinar to show how your product addresses the problems of your target audience. Webinars are a big-time B2B lead generation strategy because they allow showcasing your expertise, connecting with potential clients, and generating quality inbound leads.
Consider these types of webinars for generating B2B leads:
Product demo webinar. These are live demonstrations of your product that give info on how your audience will benefit from becoming a user
Use case webinar. Show how your product solves a specific problem with insights from a real client who used it successfully
“News”-style webinar. The goal is to inform the audience about the latest developments, trends, and best practices in the industry.Summary
Generating B2B leads requires a strategic and multifaceted approach. From personalized product demonstrations and engaging influencer marketing campaigns to innovative AI chatbots and effective social media marketing, each method can play a crucial role in driving quality leads
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