How to generate quality leads on a recurring basis in B2B? There are many B2B, online or offline lead generation strategies that are more or less effective. In this article we have chosen to focus on digital strategies, which have the most potential. From this perspective, the challenge is to create traffic that makes sense for your business, that is to say to bring the right people to the right place on your site. Before implementing the strategies that we are going to develop below, make sure that you have identified your ideal client beforehand and that you are able to share your added value with your typical clientele as quickly as possible.
Here are the most effective digital methods to generate quality leads in B2B:
# 1 the good old email
According to Emma, 59% of marketers consider email to be their best way to generate income. Okay, if you have someone on your subscriber list, they’re already considered a lead, but email is vital in defining (with a good CRM and a lead scoring device) if this prospect can actually generate income for your business. Content brings volume, email helps you select the leads with the most potential.
On the other hand, you can use cold email to generate B2B leads. If everything is done right (including personalizing your messages and not spamming people), email can be a great channel for lead generation.
Have you ever put your own unsolicited emails next to a handful of emails that landed in your own inbox? Are they all alike?
This is a very common trap that the sales team and the marketing teams fall into and end up creating a bland mix of the different examples found on Google where the message is blurry.
Don’t be afraid to be different. Although it is unusual. Focus on empathy, humor and personalization. Your goal should be to prevent your prospect from feeling the automation at all costs. You must succeed in creating an emotion in your prospect, which will make him want to answer you.
# 2 High quality content marketing (e-books, white papers and webinars)
Content can be great for B2B lead generation, but it comes with a lot of dangers to avoid. A good quality content marketing strategy probably requires more investment than an email campaign in terms of planning, resources and work.
Case studies, infographics, eBooks, and white papers can sometimes take months to put together. If you include the time it takes to collect the data, analyze it, and then present all your findings in one genuinely useful document.
Not to mention webinars or webcasts!
The goal here is not to scare you, on the contrary, just spend a little more time planning this method. Ask yourself, « Would I give you my contact details for this? » Ask other people the same question.
And if you think that it seems too complex or that you do not have the necessary people internally, do not hesitate to contact external specialists who will be happy to assist you on these subjects.
# 3 Better blogging
Many companies complain that their blog is not generating enough leads. Either it isn’t getting enough traffic or it is getting traffic that doesn’t turn into business results.
Here’s a bit of unnecessary advice, but necessary for you:
Have a plan and execute it well. Stop regurgitating other people’s opinions and start sharing your own experience. Write your messages as a person, to be read by other people.
Great content doesn’t come about overnight, but with persistence it can really be the backbone of your B2B lead generation efforts.
A well thought out content marketing plan, with a blog optimized for SEO, will bring you traffic and be a real support to your B2B prospecting strategy.
# 4 better (and more) backlinks
Obtaining quality backlinks is an essential dimension of a well-conducted SEO strategy.
If you want your quality content and landing pages to start generating leads, people need to be able to find them. You can pay to promote it, but in reality, to get the best return, you want a large number of organic visitors to reach your content.
Backlinks are arguably the most important factor in determining the ranking of your content. So how do you get more backlinks while still maintaining decent quality?
Well, you can pay someone. There are many services where you can buy your backlinks from domains of different « authorities ». But these services very often lack relevance and therefore effectiveness with the Google algorithm.
Here are some of the most efficient ways to get backlinks:
- Guest articles: offer to create content for other blogs and then use that to link to your own site.
- Broken links: use a tool to find anchor text containing your keywords when the destination URL is no longer available. Contact the author and report the broken link while suggesting your own as a replacement.
- Relevant Articles: reach out to bloggers, content creators, B2B marketers, etc. who have posted posts containing products or services similar to yours and ask to be included.
So, while backlinks alone shouldn’t provide leads, without them your lead generation strategies won’t go far.
# 5 Sponsored posts (Facebook, LinkedIn, Google Ads)
Banner ads (or displays) across almost any channel can be a viable source of B2B lead generation, but they take a lot more effort.
They still require the same attention to detail when it comes to timing, targeting, and tracking, but only really work when you have a lot of creativity as well.
The ability to produce stunning banner ads actually depends on the amount of resources your marketing team has. Specifically, she needs to be able to partner with sales to figure out what’s the best message, what offer you could use, and then do something awesome.
For B2C, display advertising is a necessity. But for B2B, things are a bit more complicated.
If you are on a budget and want to try something with relatively low effort, the first step might be to retarget your site visitors with high quality content. And if you want to give PPC a try, consider getting a marketing agency specializing in paid acquisition on social networks to help you.