The Ultimate Inbound Marketing Guide to Generating B2B Leads
All the information you need for your business to closing more B2B deals
Customers are what makes your company running. No matter how great your product or service is, you can’t be successful without customers. Customers are incredibly vital for B2B companies as they need to try even harder to convert their prospects into customers. That also means that B2B leads are harder to get when compared to B2C leads, but it’s not impossible.
Businesses that have the right methods and tools at their disposal can generate a significant amount of leads and take their inbound marketing strategy to the next level. Compared to five or ten years ago, the methods used today are very different. From content marketing, video marketing, case studies, blogs to social media platforms, businesses are able to engage their prospects more quickly and efficiently.
To help you generate more quality B2B leads for your business that will eventually become your loyal customers, we’ve decided to create the ultimate inbound marketing guide which contains all the information you need. Start utilizing some of our suggestions on generating B2B leads and transform your sales and marketing strategy.
Table of contents
- Enhance your lead generation and revenue
- Your B2B buyers are online
- Emailing your contacts
- Running a blog
- Using targeted advertising
- Utilizing social networking
- Creating landing pages
1. Enhance your lead generation and revenue
If you could increase your number of leads, you will have a higher income. Simple as that! Each new email address is a lead that has value for your business. Of course, not every lead will be equally valuable to you, but the more leads you have, the easier it will be to improve your conversion rate. For instance, if you manage to generate 10% more leads than last month, and they are all quality leads, you will make 10% more income this month.
You can’t tell which of the information you gather, whether its email address or company name, will provide value to your company. Moreover, it’s difficult to predict what this lead may be interested in. Some people will maybe subscribe to your newsletter and enjoy your weekly updates, and others might purchase your product. As you never know, it’s crucial that you focus on gathering quality leads that will be interested in something your company can offer them.
If you want to increase your income, you will have to take lead generation very seriously and dedicate your time to generating B2B leads for your company. Lead generation is one of the most vital processes for every business and you should know about some of the most efficient lead generation tactics.
2. Your B2B buyers are online
First, you need to be aware of one fantastic advantage B2B leads have over B2C leads – almost every of your potential buyer is online. As B2B customers are researching online before making a purchase decision, they will visit your website and your social media accounts. This means all of your marketing and sales efforts should be based online. Invest in your online marketing strategy as it has the biggest potential to deliver the results your business needs and deserves.
If you miss out on the chance to engage your customers on online platforms, they will move on to the next supplier who provides a similar or the same solution. You should attract your customers to come to visit your website and other platforms where you’re active, provide them with useful content and start communicating with them through various interaction channels. If you neglect this fact, your number of leads will suffer and, consequently, your overall sales figures.
However, this shouldn’t intimidate you if you still haven’t focused on your online marketing efforts. Start improving your website and your social network so your target audience can find the information they are looking for and make the right decisions. Then, when you’re ready, start generating those B2B leads.
Let’s take a closer look at techniques that can help you generate quality B2B leads to help you understand which of them are perfect for your company. Keep in mind that you don’t have to implement all of our ideas at once. Instead, pick a few ideas from our list and make the most of them.
3. Emailing your contacts
Email address is the most common lead businesses usually gather through lead generation. With email, you can quickly and effectively start with digital lead generation. Use the contact list you have to email your target audience. Many businesses are hesitant to this method as they wrongly assume it’s the same thing as spam. Lack of information and poor communication in an email makes it spam. If you know how to craft a sharp, focused email, you will be able to engage all these people who enjoy receiving a useful email.
Don’t stand by and just assume your contacts don’t want to hear from you via email because it’s not true. While you’re not utilizing email as your lead generation channel, your competitors are already converting their email contacts into customers. You can’t expect someone to become your loyal customers if they are not aware of your business or what you could provide to them. Keep in mind, it’s better to annoy a few customers out of thousands than having thousands of them who don’t even who what your business is about.
4. Running a blog
Having content on your blog will be beneficial to your business in so many ways. You can inform your target audience about your new products or features, increase your brand awareness, but you can also generate B2B leads by having a blog. When you create a quality, well-informed content or your target audience, it can even go viral. If others recognize your blog post as something useful for their readers, they will include your article on their platform. This can gather a lot of new leads while it strongly enhances your online reputation.
In the B2B world, blog articles serve as a source of new information, industry overviews, suggestions and opinions. This helps educate the B2B customers about certain topics they are interested. Start publishing your articles regularly and provide your readers with an option to subscribe to your blog. The better your blog content is, the more leads you will gather.
5. Using targeted advertising
Many businesses across various industries utilize digital advertising to achieve their marketing and sales goals. However, targeted advertising can also help you with generating leads. If you want to expand your audiences and get leads outside your database, this is the right method for it. With targeted advertising, you have an endless list of targeting capabilities. Depending on your needs, you can choose industries, companies, job titles, ages, locations, interests, and other elements to make your advertising more precise. This is a very cost-effective solution as you’re paying for an ad that will be advertised to your chosen set of people.
When you’re creating an ad for online platforms, make sure the design and the copy fit the profile of the ad's targeted audience. Create it with them in mind as it will help you generate more B2B leads. Provide them with a clear solution that will captivate their attention in the sea of online information.
6. Utilizing social networking
Social media is one of the most recent methods to generate B2B leads as it is a relatively new trend in the marketing world. But, even though these are new platforms for businesses to engage and convert their followers, their impact is unquestionable. Now, there are numerous social networks that can help you enhance interactions with your customers are prospects, such as Facebook, Instagram, LinkedIn, Twitter and Youtube.
Depending on your products or services, you can find pages or groups where people post and discuss various topics. From social media advertising to regular status updates, you can easily engage your audience and consequently nurture quality B2B leads. Don’t hesitate from using chat or responding to comments as it’s one of the most efficient ways to convert followers into quality leads.
7. Creating landing pages
Another popular way to generate B2B leads is by creating a landing page specifically for your potential customers. The great thing about landing pages is that you can direct them to a central location from any other online place – blog, email, newsletter, social media, etc. With a landing page, you can demonstrate to your target audience your strengths and show them why they should purchase your product or service. Not to mention that you can also promote webinars, eBooks, guides any other related content that is useful for your business in some way.
Your landing page should be very easy to read and you should only provide vital information. Explain the purpose of the page, why your prospects need what you’re offering and, in the end, add a call-to-action message. Keep in mind that a landing page without a call-to-action message is like crafting a sales pitch without the ask. Make it as engaging as possible!
The one thing you have to know about lead generation is that something that works for your competitor may not work for you. One company can generate thousands of leads through emails, while others will not be able to generate even tens of them. That’s why it’s important that you experiment with all the ideas mentioned in this guide.
Of course, you can try them all but don’t try them all at once. Once you determine what works for your business, see what other efforts can be invested in it to truly make the most of it and generate as many B2B leads as possible.
Joel Koh is the director of One X Tech's Technology Management & Digital Solutions practice. He leads the firm's Asia Pacific office efforts in continually evolving and growing new capabilities to serve clients in technology-led transformations.