5 Best B2B Lead Generation Strategies

The challenge of ascertaining the efficacy of B2B lead generation strategies has plagued businesses in the past. Thankfully, we now have digital lead generation tools that are not only trackable, but scalable.

Today, let’s look at the best B2B lead generating techniques and strategies that have been shown to enhance sales and provide high-quality leads.

Depending on your sector and target market, a different procedure will be appropriate for every business. Meeting potential leads where they are, building authority and trust, and creating efficient lead capture are all hallmarks of a great lead generation strategy.

Worth noting as well, is that every social media platform has its purpose and demographic.

B2B lead generation campaigns may also require a broader variety of content type and balance.

A successful B2B lead generation plan must be implemented for a firm’s success. Nevertheless, this is not an easy task. After all, how can you guarantee that the method you adopt results in steady leads for your product or service?

1. Social Media Marketing

B2B social media marketing employs social media platforms to promote goods and services to potential customers and clients in the business world.

While B2C companies’ marketing utilizes social media to communicate with customers directly and sway decisions, a different approach is required with B2B social media marketing.

With B2B social media marketing, you should aim to reach businesses and decision-makers through strategic thinking across multiple channels over a long period.

That allows you to foster connections that might result in significant purchase agreements in the long run.

Overall, there is plenty of information to be garnered from social media and you can leverage this information to your advantage.

A research published in the Journal of Business Logistics indicates that account managers can gain more knowledge about both products and rivals by using social media, so putting your best foot forward in this regard is also key.

For both immediate success and long-term development, you require a sound B2B social media content strategy plan, run under a structured schedule.

2. Cold calling

Cold calling remains one of the greatest B2B lead generation channels.

It is typically a strategy whereby a salesman or Sales Development Representative (SDR) makes contact with people who have not previously demonstrated interest in the goods or services being sold. You can save your effort and time by validating the phone numbers and keeping the database clean.

It is important however, for the SDR to use a structured script during their cold calling pitch and at the same time employ their unique and natural voice when selling.

A structured script is designed to aid your representative with keeping the conversation moving while sticking to the main talking points.

After all, reading robotically into the phone is the last thing a prospect wants to hear and is the surest way to end a cold call. One size does not fit all when it comes to cold calling.

The rule of thumb is that your pitch must always be clear, concise, and memorable.

3. Content Marketing

Content marketing involves the publishing of informative material for your target market.

The Content Marketing Institute reports that only 40% of marketers have a written content strategy.

Yet in the information age, content marketing remains one of the core B2B lead generation channels.

However, de[ending on your business or area of expertise, your content requirements may need to be tailored or customized. For most businesses, their content strategy may require multiple departments.

For instance, whereas an article can be written by one person (e.g., web development, design, etc.) some topics may straddle more than one area of expertise.

It’s thus likely that your team has some knowledge gaps that could lead to significant issues down the road unless you work for a major brand with an in-house creative team at your disposal.

Due to such gaps, smaller brands risk overextending themselves and producing work that is woefully inadequate.

Producing subpar work will only hurt your brand reputation at a time when you want to convince your audience that you are an authority in your field.

Therefore, it’s critical to understand what your team is actually capable of producing in order to accurately estimate cost and time required, and provide the appropriate tools and resources, or where need be, bring in the appropriate help (whether that’s a freelancer or agency).

4. Email Marketing

As the name suggests, email marketing involves the use of email messaging to scout for clients for your products and services.

However, to stand out in your prospect’s inbox, you will need to get several of your ducks in a row first.

Before you do anything, you need to identify the businesses you want to target, the categories of industries or verticals to which they belong, and their main problems.

Your B2B lead generation campaigns will benefit from this proper customization as you will be sure to pursue warm leads. If you require assistance locating potential clients, you can outsource the email marketing function to a reputable B2B lead generation agency.

5. Search Engine Optimization (SEO)

When it comes to SEO, there are lead generation tools that can assist you in learning what kinds of keywords your competitors are using. Such information may be useful in various ways.

First off, if your rivals are paying money on targeted keywords, those keywords probably generate a respectable amount of leads. Therefore, it is only logical that you too should deploy such keywords within your content.

Being aware of the keywords your rivals are using also helps you identify the ones they aren’t. Occasionally there is a valid explanation for this, such as when the keyword is irrelevant.

Nonetheless, these spaces might occasionally hide fantastic opportunities. Finding out whether it is worthwhile to invest in PPC advertisements or create content to cover such gaps requires some investigation.

Regardless, you can find useful keywords and all the information mentioned above through software dedicated to that purpose. Alternatively, you could consider contracting a lead generation agency who will handle all these technical aspects for you.

Author Profile

Adam Regan

Deputy Editor

Features and account management. 3 years media experience. Previously covered features for online and print editions.

Email Adam@MarkMeets.com