Most B2B organizations find lead generation as their biggest marketing challenge. It is always tough to generate more leads for increasing B2B sales. A steady growth rate is achieved with a good B2B marketing strategy.
Well, do you know it is always important to know how successful is your B2B lead generation strategy and how you can calculate ROI from it?
That is why to help you navigate the challenges, this article covers B2B lead generation trends and strategies to scale up your business in 2021.
What is B2B Lead Generation?
B2B lead generation is a process of transforming potential prospects into leads. This is done by capturing their details such as name, email, address, and contact number to convert the leads into potential customers.
Your audience must be aware of your presence to solve their problems through your products and services. Once you have a lead, the next step is to nurture them through marketing automation.
If it qualifies as a prospect for your offerings, then it is passed through the sales funnel for conversion to potential customers.
Cold calling is one of the top B2B lead generation strategies even in a pandemic. You are just one call away from your leads from picking up the calls and converting them into customers.
Over the years most organizations had preferred the phone as the best channel for booking meetings. Cold calling is one of the best ways to acquire the majority of their customers as prospects respond to cold outreach at least some of the time.
Cold calling techniques had worked well for many outbound teams last year and are still effective for engaging with buyers.
Social Media Marketing
Social Networks such as LinkedIn, Facebook, and Twitter help you to work on a more targeted approach. By creating a business page on these platforms your business can engage with potential customers. Moreover, advertising on these platforms is highly targeted and based on age, gender, location, and interests.
For instance, MainStreet can be seen promoting the IRS. Though MainStreet is not selling directly anything on Twitter they are targeting their audience through the content. So, to provide the best engagement, create your content around what your customers are searching for in that particular product or service.
Emails are going to be one of the most effective lead generation strategies in 2021. With most of the B2B industry away from their offices and working from home, email has now become the top preferred channel to reach decision-makers and prospects. CTAs play an important role in email marketing strategy. For instance, Amazon business promoting their healthcare services with a CTA of sign up for free.
Moreover, emails are addressed personally to the end recipient according to the interests and actions that help in generating leads. Many tools help in automating and generating B2B leads through campaigns such as getresponse and MailChimp.
Networking acquires the majority of new customers in any B2B business. As the world went into lockdown, leveraging prospects and customer networks became more essential for winning new business.
With the coronavirus pandemic hitting across much of the world for the foreseeable future, this trend is likely to increase over the next 12 months. So, now’s the time if you haven’t opened your address book yet then started connecting with your current customers.
Host Virtual Events
Well, according to a study, a total of 73% of B2B leaders and marketers in sales see webinars as an effective way for high-quality leads. People see how your product can solve their problems in real-time.
Therefore, by using webinars, you can showcase your expertise in the field. This will help you to build credibility and trust with your target audience that eventually leads to conversion.
Content marketing is one of the most preferred methods as you can share articles, videos, and infographics to cater to the needs of your clients. Identify your target group and provide them with high-quality content that provides them with value.
Make sure to adopt a strategy that is not only best for your leads but something your team can keep up with continuously. Tools like Ahrefs and Semrush will help you to get backlinks, do keyword research, and identify competitor bases.
B2B lead generation is a difficult process because the strategy that works well for one business might not work for another business. If you provide high-value leads, but the sales cannot close most of them, you’re doing no good for the business.
The foundation of effective lead generation is high-quality content to attract your audience and know how they interact with your business. So, test, learn, and find a combination of tactics that work for your business.