Generating high-quality prospects and leads has never been important for b2b marketers. The way we are capturing leads is involving every second. 2020 has been a year of uncertainty. Whether you are readjusting or opening a brand-new organization in 2021, lead generation is an essential part of business growth. If you are not driving interest and educating customers about your services and products, success is going to be challenging.
Winning B2B Strategies for 2021
B2B marketers are constantly evaluating old and new content marketing strategies and improving lead generation methods to attract a plethora of customers. B2B lead generation is quite important to stay ahead of the competition in the industry.
The influx of emerging technologies and new insights show that the B2B buying behaviors of the customers are constantly changing. The landscape is ever-shifting and requires B2B marketers to change their lead generation strategies now and then.
Content is the only way to address a consumer’s functional requirements at every step of the buying cycle. While using tech-driven methods enhance the customer experience, educating potential consumers account for qualified leads and successful sales.
A Brief Intro to B2B Lead Generation
B2B lead generation is a process of initiating and identifying the interests of potential customers. In other words, it is the first step every B2B marketer must go through to make a successful sale. Identifying interests mean finding a target audience and introducing them to your products and services.
It is all about capturing valuable information from the contact forms, surveys, website and feeding them to the sales cycle. A successful lead is bound to convert into a loyal customer.
13 B2B Lead Generation Strategies to Know
Even though brands are getting better at capturing quality leads, 61% of the B2B marketers claim that it is the most challenging part of the whole process.
If you are new to lead generation and in dire need to maximize your return on investment, check out the following B2B strategies:
1. Curate ever-green yet quality content
Publishing high-quality content on your website is always fruitful as it helps to increase your brand’s credibility while establishing brand awareness. However, you should not create content for the sake of blogs. Your content should give your brand the exposure and reach it deserve.
Provide value and information to the readers rather than being salesy. It is easy to convert your customers when you have educated them and gained their trust through evergreen, high-quality content.
According to HubSpot, websites that generate 16 blogs per month have 4.5 times more leads than companies that seldom upload blogs on their websites.
2. Be strategic about gating content
Gating the content takes a lot of courage, especially if you are a B2B marketer new to the industry. However, content gating is one of the most effective and efficient ways to identify and attract leads who are serious about your business.
Successful content gating can increase the number of conversions, prospects, and leads dramatically. For instance, Trading strategy Guides have targeted more than 11,000 subscribers by an efficient content locking algorithm.
However, it is only wise to gate content if you have plenty of content that the audience loves. This way, the existing readers won’t be hesitant in giving out their email addresses and names.
3. Exchange content for the email address or personal information
Is your audience enjoying your content? Why not use the script where they have to enter personal information, such as the email address to access the content? This will not only jumpstart the lead generation process but will also grow your mailing contact list.
You can provide content in various forms, such as e-books, videos, whitepapers, checklists, tools, tutorials, guides, newsletters, etc.
Webinars can also be utilized for this purpose. But be mindful that your content should focus on the solution rather than your product or service.
4. Personalize your content
Users now crave content with a personal touch as one-size-fits-all marketing is long dead. Personalized content cultivated a deeper connection and interaction between the brand and potential customers. Brands can build meaningful relationships with their customers.
A survey by Salesforce mentioned that more than 57% of the respondents are willing to share their personal information in exchange for personalized content. Moreover, 53% of the people were willing to share information for the personalized shopping experience and product/service recommendations.
5. Build communities and personalize your social space
Social media is no longer a vast channel to just promote your products or services. It is a good platform to build communities and take potential customers in the loop.
An average man has 7.6 social media accounts and spends more than 2 hours online. This is your holy chance to engage with your audience and generate qualified leads.
Be active and rely on 3 to 4 social media platforms to engage with your target audience. You can use Twitter and Instagram to connect with like-minded audiences and brands. Similarly, you can use Facebook to initiate discussions on pressing issues relevant to your product/service.
6. Optimize your call-to-action and landing pages
Optimizing your CTA and landing pages is now important than ever as multiple offers on one page are decreasing the lead conversion by 266%.
Instead of uploading multiple offers, consider optimizing your sign-up form for increased engagement.
Moreover, be clear about your message by implementing the right call-to-action. CTA buttons reduce distractions and increase your chances to convert visitors into leads. Provide a natural customer experience and make them compelling yet engaging.
7. Trace the actions of visitors on your website
An excellent method to diagnose the reduced conversions is to observe the visitors’ behaviors. You can use tools like Mouseflow to plot heatmaps and record the visitors’ visiting sessions.
8. Convince your customers for honest online reviews
RevLocal found out that 92% of the customers go through online reviews before buying a product. Add a review or testimonial page on your website and encourage the customers to post a review.
They ultimately increase conversions and improve your search rankings on Google.
9. Be present online
The persona of your business organization is not at all limited to your social media accounts or your website. You can branch out on other websites to build your credibility. For example, you can participate in discussions on various forums, answer questions on Quora or prepare guest blog articles.
10. Pump up your video marketing game
Video marketing promises extensive exposure to your brand, content, services, or products. In fact, it is a highly effective way to attract numerous leads at a time. Users are no longer interested in reading online manuals. They want a simple video tutorial before they purchase the product. Moreover, it is more compelling than reading long paragraphs.
11. Embrace social media automation
You can use numerous automation tools to post your content, like, and share automatically. Moreover, you can incorporate a chatbot to automate replies.
12. Mobile optimization
Google confirms that 50% of the B2B queries come from smartphones and not personal computers. This figure is expected to grow in the coming years. The increasing use of smartphones by old and new generation people calls for website mobile optimization.
13. Use market automation tools
Marketing automation tools connect with your CRM software to send personalized and targeted emails and messages to your audience. This kind of automation ensures that your content reaches the target audience at the right time.
Profitability in your business is only possible when the right customers buy your products and services. It is far from impossible to target the right people all the time, but you can acquire quality leads and increase your sales effectively. Ramping up your lead generation process is the foundation of a successful brand.
Acquiring new business and keeping current clients engaged is an old game but the methods used to get it done are continuously changing. Having been in the business for over a decade, Bython Media has all of the strategies you need to succeed at B2B lead generation in the 21st century. Contact us today to learn more.