Lead generation is a vital marketing strategy for growing and maintaining your business.
B2B companies with mature lead generation processes enjoy 133% more revenue than average companies. Some of the most successful companies will spend over half their revenue on sales and marketing.
However, not all marketing tactics are the same. Blasting out the same LinkedIn messages, emails, or ads as everyone else will ensure your message gets lost in the noise.
With such a high focus on lead generation in the B2B industry, making your company stand out can be difficult. This article will explore 10 B2B lead generation strategies to help you break through the noise and acquire high-quality leads.
What Are the Best Lead Generation Ideas for Your B2B Company?
Offer Someone a Gift Card for Coffee, Lunch – or a Gift Card for Their Time
Not every single person who hears about your business or service through a cold email from one of your salespeople is necessarily going to start the buyer’s journey — you first need to make a good impression.
Before talking about pricing, pain points, or any other specifics, you’ll need to establish trust. If you’re trying to go the extra mile for a lead with a lot of referral or growth potential, try to sweeten the deal and build trust with something extra.
Do this by offering a surprise, like a gift card, to incentivize them to spend time with you and learn more about your business. After all, one of the hardest parts of generating a new lead is actually getting them to give you time out of their day in the first place. While this can feel transactional, the fact of the matter is that it works, and an investment in “sweeteners” for prospects can often deliver dramatically improved results.
Gift cards are a clever way to get someone to show up, and with Goody for Teams, you can make it so that your lead needs to book a block of time with you to receive their gift. Integrate Goody directly with Calendly, so hot leads (as well as co-workers or business partners) can schedule a time to meet with you before they can accept their reward.
Market Your Brand on Third-Party B2B Review Sites
Narrow down your qualified leads and reach your target audience by using a B2B review provider, such as G2, to see which services are more in-line with your own and to attract buyers who are on the market for similar services.
By building up reviews on these services, you’ll signal to potential prospects that your solution is legitimate and provides value. Although G2 offers (costly) marketing solutions for companies that want to go further, you can still generate leads and awareness with their free offering.
Send Thoughtful Gifts to VIP Prospects and Customers
Gifts work. But think about the type of gifts your competitors are sending. You need to stand out from the crowd. That’s why you can make a personal connection using high-quality gifts for prospects and customers.
Tacky, typical corporate gifting can sometimes do more harm than good when it comes to making a good impression. Use insights you can glean about your prospect or their business to personalize the card or the gift so it really feels 1:1.
When you use Goody, your conversion rate can be higher than ever with meaningful presents, from gift cards to personalized spa packages. You don’t need an address — all you need is contact information like a phone number or an email address. The recipient will enter their own address before the gift gets shipped.
On-Page SEO Optimization
Your website and social media platforms are some of the first touchpoints that potential consumers and business partners have before they know anything more about your company. For that reason, you want to make sure those platforms are in top shape every step of the way.
One way to enhance your B2B lead generation is by enhancing your on-page SEO. Organic search brings in 53% of all web traffic, making it the largest channel. Optimize your websites and social media posts with well-researched keywords to gain more visibility.
Investigate the search and keyword metrics used in the digital marketing sphere to narrow down the list of topics you should include in your website. It might take time to see results, but they will start to roll in.
Turn Your Employees Into Free LinkedIn Ads
LinkedIn is like Facebook for corporate influencers and professionals, and it’s an excellent place for companies to recruit new workers while also generating leads through B2B interaction.
However, the vast majority of the content people see on their LinkedIn is from individuals — not companies.
Use this to your advantage by having current employees serve as reps who frequently post on LinkedIn about their appreciation for the company, their new endeavors, and the growth opportunities. Such posts make your company appear positive to potential ideal customers while increasing your brand's visibility.
Incentivize employees to make frequent posts by awarding appreciation gifts to employees with the most liked posts or those who make the most posts in a given time period.
PPC Ads on Google
PPC, or pay-per-click, is a simple lead magnet that can get more eyes on your business. In fact, it is one of the top sources of new business in addition to organic search and word-of-mouth referrals.
Essentially, these are ads that appear on Google or other search engines that charge an advertiser a fee every time someone clicks on one. Ads can come in different shapes and sizes, and the payoff is often significant.
For instance, you might pay $3 when someone in your target audience clicks on your link and goes to your landing page, but if you can convert them into a member or paying customer, you might make hundreds of dollars off that click alone.
These ads can be effective because they give your business more exposure and drive significantly higher profits and sales. Enhance the efficacy of your ads by using targeted keywords and capturing attention with a call to action (CTA).
Offer Free, Email-Gated Resources
One of the most tried and true tactics of B2B marketing is to “gate” high-value thought leadership behind an email form.
Offering gated resources can improve your conversion rate, because far more people may be interested in a topic than are ready to sign up for a demo of your product. Hence most B2B firms place these resources behind an email wall and nurture these leads using marketing automation. This makes your resources only available to marketing-qualified leads (MQLs) and current clients.
Get Featured on Guest Blogs and Podcasts
All exposure is good exposure, and an easy way to market yourself is by reaching out to small magazines or local podcasts and booking a guest spot. These formatsfunction as easy ways to get your voice heard by different types of leads by speaking directly to a client base.
Add Live Chat to Your Website
Talking on the phone is a classic way to contact potential leads at the start of the B2B sales process, but you also can use the internet to chat with new website visitors to convert leads into paying customers. Marketing teams often use live chat as a lead generation tool at the beginning of the sales funnel.
Live chat lets prospective clients learn more about your business without the stress and hassle of needing to make a phone call or sign up for a demo. It feels more comfortable and accessible, giving you a greater chance of actually holding a meaningful conversation with a sales-qualified lead.
Host Free Webinars
Webinars help you gain exposure while also giving people a glimpse of what they can expect if they enlist in your services. Webinars are usually easy to host and set up, so compared with physical events, you don’t need to put in much investment before you kick one off.
Just be sure to choose a compelling topic that’s relevant to your audience, send multiple emails to drive attendance and remind registrants to join, and create a hashtag for attendees to connect and share on social media. Whether or not someone ends up attending, it’s still a legitimate sales lead for your team to pursue.
Use Modern Gifting For More B2B Leads
You work hard to keep your business running smoothly, and it deserves to soar to new heights. Do this by generating leads through both conventional and unique methods. If you want a way to stand out to your prospective clients, Goody can help.
Send customers and clients incredible gifts without the need for an address — all you need is a phone number or email address. Link Goody with your team’s Calendly so that prospects must schedule time with you before receiving their gift. Then, set automatic follow-up tasks before a gift can be accepted.
Goody’s high-quality gifts can be customized based on recipient preference. If your recipient doesn’t love their gift, they can exchange it for a completely different one of equal or lesser value (as 50% of users do). All your lead needs to do is schedule a time to chat, input their address, and wait for their present to arrive in the mail.
Sign up with Goody today to sign up and send your first $20 gift for free.
Sources:
15 LinkedIn Marketing Tips to Grow Your Business | Business News Daily
Organic search responsible for 53% of all site traffic, paid 15% [Study] | SearchEngineLand
23 B2B Sales Statistics to Know in 2023 | FitSmallBusiness
How to Successfully Plan Your Lead Generation Budget | TechnologyAdvice
Pay-Per-Click (PPC) - Definition, How It Works, Models | Corporate Finance Institute
G2 Sees Continued Growth in 2022, Reaching 2 Million Software Reviews | Business Wire
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