As many new marketing solutions emerge, staying grounded in industry-tested and data-driven methods for B2B lead generation is important. Using proven marketing strategies can open a wide range of business opportunities for your company.
Boost your sales conversion and impact your business’s bottom line by considering the following proven ways to generate leads in B2B marketing:
It is no surprise that content marketing is at the top of this list. The term “content is king” has become a popular saying in digital marketing and an effective guiding principle in B2B marketing.
Consumers and companies both like to learn as much as they can about a product or service before acquiring them. In fact, 52% of B2B buyers are significantly more likely to purchase from a vendor after reading the brand’s content.
Creating informative and relevant content helps businesses learn about your products or services. You should always capitalize on the opportunity to promote awareness about your products and their value for your target audience.
Content is also a great way to differentiate your brand from competitors. Always include information that allows buyers to get to know you. Highlight your company’s unique value proposition and establish your brand as a reputable provider in its industry.
You can use content to generate leads through the following strategies:
- Creating an informative website
- Posting on content platforms such as YouTube, TikTok, and LinkedIn
- Publishing high-quality blog posts catered to your target market
- Host webinars and live events related to your products, services, or industry
Learn more impactful strategies by reading about content marketing trends in 2023.
Search Engine Optimization (SEO)
Search engine platforms like Google have become a pillar in the modern buying process. Most businesses’ purchasing decisions start with an online search. This presents an opportunity for brands to advertise their offerings by driving traffic to their web pages.
But how do B2B marketers generate website traffic? This is where SEO comes in.
SEO is a set of practices that accommodate the preference and requirements of search engine algorithms. This is done to receive a favorable ranking in search engine results pages (SERPs). The higher the ranking, the more likely the page attracts visitors.
Increased website traffic leads to an increase in B2B lead generation. Over 60% of marketers claim SEO and other inbound practices to be the highest source of quality leads.
However, SEO’s impact is not limited to SERP ranking. A comprehensive, high-quality SEO service also focuses on these key areas:
- Technical optimization of website, highlighting speed and stability
- Building site credibility and authority
- Creating compelling landing pages for better sales conversion
With consistent effort, SEO gives companies an edge in today’s digital marketing space. It also offers long-term benefits and advantages beyond SERP ranking.
Building relationships with clients and prospects is a standard practice in B2B marketing. Closing a sale is easier when you have personally interacted with that person.
Before, building relationships existed through face-to-face meetings, phone calls, and email. Now, social media has become a powerful tool for companies to foster relationships, promote customer retention, and create brand awareness. This is referred to as social selling.
Despite being viewed as a B2C marketing strategy, social selling is effective for B2B online lead generation. According to LinkedIn Sales Solutions, leading social selling businesses generate 45% more leads than competitors with lower social selling index.
Social selling’s impactful lead generation is attributed to its ability to:
- Inspire inquiries from potential clients
- Maintain existing relationships
- Create an accessible and convenient channel to interact with the business
- Provide an excellent method to gather data from the target audience and competitors
Personalized, Automated Emails
Email marketing is not new in B2B marketing but is still effective. Even with the rise of countless messaging platforms, email is still a relevant form of corporate communication.
Today, email marketing focuses on personalization and automation. B2B marketers treat emails like they do content – it must be relevant and valuable to its target audience. This means that emails are customized according to the receiver’s preferences.
Email marketing automation creates ways to subscribe users to automated email campaigns. This way, it saves time and resources for the company. An example of this is when a user receives an automated welcome email after signing up for the company’s free product trial.
Personalizing and automating B2B email marketing can result in impactful lead generation. HubSpot Blog Research has 64% of B2B marketers who claim that they have met their business goals for their email marketing strategy effectively. These goals include fostering customer relationships and improving brand perception.
Credibility plays a big role in B2B marketing. Companies must feel compelled to trust you to influence an area of their business. Producing white paper is one of the best ways to build credibility within your industry.
A white paper is a comprehensive document presenting information like research findings, statistics, and expert analysis on a specific topic. In B2B, it is often in the form of business reports that help companies learn about discussions, issues, and solutions that are relevant to their industry.
Creating a white paper is a great way to establish your company’s expertise, improving brand perception and credibility. It is often part of a company’s content marketing strategy because of its incredible impact in generating leads.
In a Demand Gen Report survey, 71% of B2B buyers state that white papers greatly influence their buying decisions. Creating a white paper allows you to put your business in a good business position. It strengthens your brand’s trustworthiness and shows you as a reliable provider within your niche.
Get More Quality B2B Leads
Generating leads for B2B business is more impactful with statistically backed-up marketing strategies. They are not only compelling and persuasive but also cost-effective. Enhance your lead generation today by integrating proven methods into your B2B marketing plans.
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Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.