Business to business or B2B is a trade or transaction conducted between two businesses like wholesalers and retailers. B2B lead generation is a part of the sales process or marketing funnel. In lead generation, the potential customer’s data like company name, job title, name, email, etc. is collected. This data is helpful to customize ad campaigns, sales pitches and target them.
B2B and B2C [business to consumer] are both models but their mechanism differs. The marketing strategies used for B2C are different. B2C generates leads from social media, email, and traditional advertising. If a B2B company tries to apply the B2C strategies they will fail. Even the nurturing process is different, so marketers need to start correctly.
Many B2B lead generation companies can help in the process. Improve & Grow professionals can help to map, build, improve, and grow your marketing funnel efficiently. Generally, the B2B lead generation method includes finding, reaching out, nurturing, and closing leads successfully.
For this process to be effective there is a need to customize a strategy around your buyer, product, and niche. The marketing team will keenly test several strategies and zero on the one that works. Below are some effective B2B lead generation strategies to experiment with.
Website personalization
It is a must to personalize buying experience, so use dynamic web pages and content. Mention company name, location, and industry. Create influencing landing or home page. Include social proof, call-to-action, engaging headline, and live chat feature in the key landing page. Share the real-world experience in form of how-to, resource libraries, detailed case studies, templates, checklists & workbooks, and in-depth guides.
Social media marketing
LinkedIn is an effective social network in generating B2B leads but even other social media channels like Facebook, Instagram or Twitter are equally important. Businesses are even residing on popular social channels, so create an advertising strategy to generate plenty of leads. Create content around your customer’s pain points and how your brand can resolve them. This will offer the best consumer engagement!
Viral marketing
Viral marketing allows gaining extra conversions without paying extra for marketing. Produce great viral content and ask existing customers to share. Use extra offers and bonuses. It will help you to become a reliable niche influencer. Word of mouth increases without the need to spend more on ads. Create YouTube videos that allow connecting with potential buyers visually and winning more business.
Surveys can increase conversion rates
The latest lead generation fad is asking questions. Surveys are cheap and offer the flexibility to ask and maintain customers’ anonymity. Make the quiz engaging, fun, and user-friendly. Set up a multiple-choice-based questionnaire, which customers can fill with ease as the guesswork is eliminated from the equation.
Lead generation over-optimization will not drive results but include a few strategies and start working. Keep what works and discard what doesn’t! Increase sales without stressing out on the missed opportunities! Find where your buyers hang, whom they approach for research, on what basis do they make buying decisions, and what their pain points are. This data will help you determine the B2B lead generation effective strategies to incorporate.
