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5 powerful lead generation techniques for B2B domination

lead generation techniques for b2b

5 powerful lead generation techniques for B2B domination

Let’s face the facts, getting quality B2B sales leads is hard. There is no magic formula, no 3-step plan for success, and no easy way to get the big fish that will save your business. 

But, and it’s a very big ‘but,’ there are lead generation techniques for B2B businesses with a proven track record that you can rely on to get the kinds of clients you have always dreamed of having. 

Now, you may read a bunch of blogs proclaiming that they have found the perfect lead-generation tools and solutions for you and that all you need to do is sign up for their newsletter or e-book or their grandmother’s knitting class. 

But finding the best strategy for you is a case of trying them out and seeing what gets you the best results. Trial and error isn’t a failure. It’s an exploration. It’s how you learn. It’s how you have always learned since you realized that some Lego blocks just wouldn’t fit together or since you drank orange juice straight after brushing your teeth. 

Now, let’s take a walk into the jungle of lead generation techniques for B2B and see what works and why.

What is B2B lead generation?

B2B lead generation stands for business-to-business lead generation. It’s all about businesses selling to (wait for it) other businesses. It’s that critical first step in any typical marketing strategy, funnel, or sales process. 

It’s all about getting those precious leads in the door.

So, here’s how it works. Lead gen involves collecting important information from potential customers. We’re talking about stuff like their name, email, company name, and job title. Why are these things important? Because we use them to target customers with customized sales pitches or ad campaigns. 

In the best lead generation techniques for B2B, personalization is vital.

So, what are the two types of leads?

Marketing Qualified Leads: The Promising Potentials

MQLs are identified by a marketing team as potential leads. They show interest based on target criteria, like signing up to your website or downloading gated content. They’re not quite ready to buy yet, but you’re keeping an eye on them. Pass them down the funnel for nurturing before involving the sales team.

Sales Qualified Leads: The Eager Engagers

SQLs are active leads who directly engage with you, requesting demos or contacting your sales department. They have shown genuine interest in your product or service. These are gold in lead generation techniques for B2B. Any lead that reaches out before you do should be fast-tracked. Treat SQLs as a top priority and watch your sales numbers soar.

The difference between B2B and B2C lead generation

B2B lead generation differs significantly from its sibling, business-to-consumer (B2C) lead generation. Where B2C is products and services being sold directly to consumers, B2B is businesses selling to other businesses.

They have totally different approaches when it comes to finding leads. So, if you want to reach potential B2B customers and succeed in this space, leave those B2C strategies behind. 

Lead generation techniques for B2B require you to shift your focus. 

b2b b2c

First, you must draw in those stakeholders within your ideal business audience, enticing them with your awesome offerings. Next, you have to build up their trust in your company. You must show them you’re the real deal and someone worth doing business with. 

And finally, you convince them to leave their precious information with you so you can nurture that relationship and share more about your amazing products or services.

Simplifying the B2B lead generation process 

Depending on which stage your lead is in, you’ll either kickstart nurturing campaigns or go all-in on convincing them to book a call or demo. It’s like coaching a team – you have to know when to attack and when to focus on defense.

Let’s dive into the processes behind lead generation techniques for B2B. 

Step 1: Get Them in Your Sights

The first step in B2B lead generation is getting your hands on that elusive contact information. You can source this information in-house, ask a super sneaky “lead gen” company to help out, or even consider buying from a lead database. But buyer, be warned, you want quality, not quantity.

Step 2: Reaching Out and Saying “Hello”

Now that you’ve got your list of top-notch leads based on your lead scoring system, it’s time to make the first move. You can reach out to these potential customers through good old-fashioned cold outreach – think cold calls or emails. They are all proven lead generation techniques for B2B. Use them.

Or you can get creative and slide into their DMs on social media or respond to any inquiries they might have and create valuable conversations that you can move quickly down your funnel.

Step 3: Sort the Gems from the Rocks

As you interact with these leads, you’re basically playing detective, but this time to figure out how likely they are to buy. You’ll gauge which stage of the buying process they’re at. 

  • Research & Awareness

The lead knows they have a problem or need a solution and starts digging deeper, consuming content left and right – blogs, whitepapers, case studies, etc.

  • Consideration

Now that the lead has pinpointed the exact service or product they need, they will detail their specific needs before reaching out to potential vendors.

  • Decision

The buyer is sifting through vendors who fit the bill, scheduling meetings, and consulting with other decision-makers. Give them every reason to choose you. 

#1.  Landing Page Optimization

Landing page tweaks can be transformative and give you the easiest route to some quickfire wins. But how do you begin to turn your landing pages into selling machines? To start, it’s worth noting that 81% of marketers will tell you that interactive landing page content is far better than static content. But what else?

Back up your copy with social proof.

Social proof is a precious asset in lead generation techniques for B2B and adds credibility to your landing page and shows leads that you’re the real deal. Whether testimonials, reviews, or impressive statistics, social proof can make all the difference in turning a lead into a sale.

Use a call-to-action (CTA) copy that is actually relevant.

Your call-to-action is the action that you want potential buyers to take, whether it’s signing up for a free trial or contacting your sales team. Consider adding a sense of urgency to your messaging to make your CTA more relevant. Tell them exactly what you want them to do.

Upgrade your headline to catch the attention of buyers.

Your headline is like the first impression. You only get one. It’s the first thing potential buyers see when they land on your page, so make it count. Consider asking a thought-provoking question or making a bold statement to grab their attention. First, tell them how they will benefit, and then you can tell them about the features.

#2. A/B Testing 

When it comes to lead generation techniques for B2B, A/B testing gives you clarity on what works and what doesn’t. It’s all about trying different approaches, analyzing the results, and optimizing your efforts, and you will unlock up to 49% higher conversion rates.

Headlines and Subject Lines.

Give those catchy headlines and subject lines a makeover, test out different variations, play with wording, length, and tone to catch your target audience’s attention, and skyrocket those open rates.

Call-to-Action (CTA) Buttons.

Don’t underestimate the power of a button. Buttons rule the digital world. Experiment with different colors, sizes, positions, and words to find the winning combination that gets those clicks and conversions flowing. 

Form Fields.

How many form fields is too many? Find the sweet spot by testing different numbers and types of form fields. The goal is to balance gathering the necessary info and keeping the user experience smooth.

Email Content and Layout.

Spice up your email game with different content styles, from words to pictures, gifs, and personal touches. Test out various layouts, formats, and lengths to discover what makes your audience sit up and take notice.

Offer and Incentives.

Explore an array of offers, discounts, or rewards to entice people to take action. Play around with ideas like pricing, trial periods, or irresistible perks and see why they’ve always been a driving force behind lead generation techniques for B2B. 

Timing and Frequency.

Timing is everything, so make sure to test different days of the week, times of the day, and communication frequencies to find the optimal moments for reaching your target audience. Vary email send times, social media schedules, or webinar timings to keep your audience engaged.

#3. Publishing and Promoting More Case Studies

Case studies are invaluable storytelling tools and should be your secret weapon in content marketing. They speak directly to those analytical, risk-averse B2B buyers who need multiple thumbs-ups from ROI-minded decision-makers before they whip out those credit cards.

But here’s the real kicker. 

Case studies don’t just sit on your website, collecting digital dust. They’re your precious sales enablement content for the critical middle-to-end stages of the lead generation process. Indeed, 85% of B2B marketers believe content marketing is one of the most potent tools in lead generation techniques for B2B. (We can help with that)

Promote them far and wide to boost your credibility and dramatically improve your chances of landing those dream clients. Splash those case studies on your social media channels. Flaunt them in newsletters and email campaigns like a celeb at a red-carpet event. 

#4. SEO Your Way to Better Leads

You’re probably already aware of the importance of SEO in your long form written content. But here’s the exciting part: you can optimize any content your company puts out there. In fact, 34% of B2B marketers say SEO generates most of their leads and sales. (We can help with that, too)

Now, I can hear you asking, “How do I find that magical SEO angle?” To start, take a peek at your competitors’ websites and their content and spy on what words they use so you can uncover the golden keywords and phrases that are driving traffic their way. 

But there’s more to it than that. You must connect your SEO with your target personas’ specific interests and desires. The most successful lead generation techniques for B2B are centered on personalization. Make it about them. 

You want to create content that speaks their language, addresses their unique challenges, and makes their lives easier.

#5. Beat Your Competition with Practical Search Value

Focusing on practical search value and creating campaigns serves exactly what your audience craves. Because you might have the most fantastically engaging content in the world, but you need to attract the right eyeballs to see results. 

Start by optimizing your content around the search terms and topics that really matter to your target audience. Think beyond your niche and focus on broader topics to get you in front of the right people.

For example, let’s say you’re in the business of selling artisanal cakes. Sure, you could focus all your content on “best croissants in town.” 

But…

What if everyone else is searching for “delicious breakfast pastries” instead? 

That’s where you need to focus your efforts. Create content optimized for that broader search term, like “5 unique breakfast pastries that will rock your world.”

Lead generation techniques for B2B are all about getting those clicks. Deep dive into your analytics and track your click-through rates to see what tweaks you can make to your recipe for success.

Stop letting high-quality leads slip through your fingers and get ready to sell more and grow more

The competition for the best leads is fierce. So, you must be more hungry, ravenous, in fact. Your clients are more demanding and pickier than ever. So, you need to tailor your offerings to their needs. 

There will be lots of misinformation surrounding the topic of lead generation in your searches. Throw it in the bin. We can help you navigate the shark-infested waters of lead generation for B2B and get you the big fish that will help your business thrive like never before. 

Ask us how we can combine website design, SEO, content, and copywriting to create lead generation techniques for B2B that will open up a whole new world of potential customers for you and your business.