These lead generation strategies work in B2B
1. Inbound Marketing
Only 23% of B2B buyers start their purchasing journey by speaking with a salesperson. In most cases, the process begins with research, during which the potential buyer gathers detailed information online. With inbound marketing, you can adapt to this shift away from the traditional sales conversation as the first point of contact.
Inbound marketing works as a lead generation strategy for B2B because it is unobtrusive. It addresses the needs of searchers at every stage of the buying process. Compared to traditional marketing measures and channels such as TV and print, there is minimal wastage here. By strategically tapping into the existing search volume for the most important keywords associated with specific personas, relevant content can be created for every stage of the customer journey.
You can find more information about inbound marketing in our service portfolio.
2. Search Engine Optimization
"In 77% of cases, a potential customer's first point of contact is the Google search bar."
This makes it clear why professional search engine optimization is an important part of B2B lead generation strategies.
With the right SEO strategies, you can improve your online presence. The goal is to appear on the first page of search engine results for organic searches. This takes you part of the way toward attracting new customers.
You can achieve this goal with an optimal keyword strategy, an appropriate heading structure, a steady stream of new content, mobile optimization, and so on.
You can find additional important measures in our SEO service portfolio
3. Content Marketing
Content marketing efforts are more effective when personas are well-defined in advance and you know your customers. The reason for this is that content production is more targeted.
This allows for more effective use of resources. Results can then be evaluated based on data regarding interaction with the content. This data serves as the basis for decisions regarding the future creation and distribution of content.
This is an important strategy for B2B lead generation. That’s because it ensures that the right content is available at the appropriate touchpoint in the customer journey.
"Content marketing is the key to reaching your target audience."
In the first phase of the customer journey, unknown potential visitors to the website search for specific search terms (keywords). Based on the content, the search engine directs these unknown users to your website, turning them into visitors. They are then directed to optimally designed landing pages and high-quality, freely accessible content. This helps you generate valuable, well-informed leads who find exactly what they were looking for.
Find out here how our content marketing process is structured.
4. Marketing Automation
Marketing automation guides a user through a defined customer journey with personalized content, leading them to a purchase. This journey, along with its content, is set up once, then runs automatically and efficiently, saving resources and providing you with leads. This makes it another relevant component of B2B lead generation strategies when it comes to targeted content.
Would you like to learn more about the applications of marketing automation? Read more here.
5. B2B Social Media Platforms
Platforms like LinkedIn are primarily business social networks—especially in contrast to other social networks such as Facebook, Instagram, and Pinterest. This is where connections are made and maintained, and where talent is recruited. For this reason, LinkedIn is the most suitable social media channel for the B2B sector.
Facebook, with its Lead Ads, is just as interesting. With the right lead generation strategies, you can attract qualified B2B leads.
Find out here how we generate leads using professional profiles and tailored messages.
6. Google Ads & Ads on Social Media
"With Google Ads, you can use retargeting ads to reach these users on other websites. This allows you to bring them back to your website."
7. Telemarketing
Lead generation for B2B doesn’t take place exclusively online. To maintain a comprehensive overview, other tools such as telemarketing must also be taken into account.
Telemarketing for lead generation is primarily used in conjunction with online marketing efforts aimed at customer retention and customer reactivation. Phone calls are also made to schedule appointments.
Lead Generation Strategies in B2B—Together We Are Strong
Individual measures can be effective. However, without a well-thought-out lead generation process and coordinated measures, the process becomes more difficult.
We’d be happy to help you set up processes and measures, implement them, and continuously optimize them. With LeadEngine Flex, we offer a package that makes exactly that possible.
