B2B Lead Generation Strategies That Actually Work

Posted On 22 Feb, 2017 by Vishal V

The biggest problem for B2B digital marketers is that while they succeed in getting the traffic, they fail miserably in converting it into leads. Even if they succeed in attracting the crowd, most of them turn out to be “tire kickers” who might interact with the site but would not end up in sales. Therefore, unlike B2C marketing the best thing the B2B marketers can do is to focus on less eyeballs and more leads.

Lies, Damned Lies, and Surveys: Now the question is which is the best channel to generate leads?
The surveys are all misleading. The person who said “There are three kinds of lies: lies, damned lies, and statistics” might have been talking about digital marketing surveys. Most of the times surveys results are skewed by the organization to promote their prime services. So one would do well to ignore them and choose their own best option.

The online strategies that work for most people are:

1. Email marketing
2. Search marketing
3. Content marketing
4. Social marketing

Let’s explore them and see how B2B marketers can use them effectively.

1. Email marketing: This is the simplest but most helpful form of marketing. But the B2B marketers should use them with caution. While in B2C marketing it helps to reach out to the maximum people, in B2B, if you spam the business mailboxes, you would get blocked. The idea should be to reach the right kind of mailboxes.

2. Search marketing: Google first page is the holy grail of marketing. However, instead of inviting tire kicking mobs, they should focus on getting organic results for revenue generating key words by relevant clients. Instead of going wide, B2B marketers should go deep.

3. Content marketing: This should be a much bigger focus for B2B marketers as generating useful business related content would not only bring the badge of expertise and reputation, it would also generate very relevant leads and ultimately revenue. Ask Xerox which created $1.3 Billion from its microsites.

4. Social marketing: This has been the stepchild of B2B marketers social media is considered a place for immature organizations and individual. However, there is one channel that stands out, and that is LinkedIn, which is the place where all businesses take pride in hanging out. An investment in LinkedIn marketing can reap very rich dividends through B2B digital marketing.

Mix and Match: Optimum mix of the above would vary from business to business. You would do well to make your own strategy use a mix of two or all of the above, just go where your customers are.

For Free Consultation on B2b Lead Generation, Digital Marketing mail us on info@valuedigital.co.in