What is B2B lead generation?
Business-to-business lead generation, or B2B lead generation, refers to companies that primarily sell to (drum roll, please) other companies.
One step is all it takes to go a thousand miles. B2B lead generation is that step in a normal marketing funnel or sales procedure.
The goal of lead generation is to target potential clients with tailored sales messages or advertising campaigns by gathering their contact information, including name, email, company name, and job title.
Business-to-business (B2B) lead generation is distinct from business-to-consumer (B2C) lead generation, where goods and services are offered directly to consumers.
Additionally, B2C and B2B companies obtain leads in different areas, so attempting to discover potential clients using the same techniques as a B2C online business would not be successful.
According to Hubspot, social media (13%) and email marketing (14%) are the three best lead sources for B2B businesses (12 percent).
On the other hand, traditional advertising, social media, and email generate more leads for B2C.
B2B lead generation strategies that actually work
- Run A/B tests on key pages
WallMonkeys employed a heat map tool to see where visitors’ eyes initially fell on their website as they browsed thousands of visitors’ searches for office wallpapers. The WallMonkey team was certain that by making changes to their site, they could improve B2B sales leads after getting the results.
They split tested a new background picture and search bar to put their theory to the test, and the results increased conversions by 550 percent. Not bad at all.
Project management company WorkZone saw a 34 percent increase in sign-ups when they switched their testimonial bar from black to white.
- Epic content campaigns can be used to create B2B sales leads over time.
Snack Nation, a supplier of office snacks, failed to increase B2B sales leads through its SEO efforts because there were fewer than 100 monthly searches for its target phrase.
They wrote an epic post on “employee wellness” in order to attract a larger audience that would include their ideal B2B prospects. This is a more general search term that their target customers utilise.
They took extra care when writing the content to make sure it was truly “epic” enough to attract leads.
- Utilize social evidence to win your customers’ trust.
A significant component of most B2B lead generating methods is social proof.
Customers will seek out social proof to help them make more informed purchasing decisions because they can be sceptical of promises made about your product or service.
Building trust and boosting sales is made easier the more social evidence you can obtain for your website.
Consider including social proof on your site and landing pages, publishing favourable G2 Crowd ratings on social media, and producing case studies as additional ways to establish credibility.
- Release and advertise more case studies
B2B buyers are extremely analytical, risk-averse, and frequently require the consent of numerous ROI-focused decision-makers before making a purchase.
Case studies are now true sales enablement content for the middle to end of the lead generation process, as several buyers have acknowledged.
Don’t just leave case studies on your website unattended. Promote them openly to increase your credibility.
