B2B lead gen has a reputation of being difficult to accomplish. That’s because getting in front of the right B2B audience is much more difficult than doing the same for the B2C market. This is why we knocked on the doors of 10 successful marketers and asked the about their favorite B2B lead generation tactics & strategies.
Read these ten lead generation tactics that our guests (all of them marketers that I admire) used to take their business to a new level.
Siobhan McGinty – Campaign Marketing Manager (EMEA) at Hubspot
My favorite lead gen tactic for B2B is co-marketing.
Co-marketing is a great way to tap into databases that aren’t your own. For example, we often co-create content with brands like Twitter, LinkedIn, Prezi, and Canva. We then promote the content to each of our databases and share any leads that result from this promotion. By doing this with the right co-marketing partners, you can basically double the yield of your efforts. Of course, you need to make sure that your co-marketing partners are aligned with your audience. As well as increasing the number of leads you generate from a campaign, you also can also half the work required to get a campaign over the line by sharing content creation.
Gating content upgrades (such as infographics, guides, templates, or anything else useful) within blog posts. It’s an easy way to offer your audience something of value and make it worthwhile for readers to sign up for your newsletter.
For the past six months, rather than creating new landing pages for our ebooks or content upgrades, we’ve instead created a simple, in-line, conversion funnel with click popups. Click popups can be converted upon without opening a new tab or window, which results in fewer drop-offs and decreases conversion friction. Users see a CTA link in-article, click it, provide their lead information in the popup that shows and download their ebook or content upgrade in the subsequent Thank-You window.
Our results have been really exciting. The average conversion rate on our email-gate landing pages is 27.47%, and blog click popups are averaging 54.84%. That’s a 99.64% increase – close enough to double as makes no difference.
The best way to generate leads is by using a dedicated lead gen landing page. A landing page is a campaign-specific web page that has one unique goal – in the case of lead gen, to get people to fill in your form and click your call to action. When you send people to a dedicated landing page instead of your homepage or some other page on your website, you can tailor the page to the persona you’re targeting, the campaign (PPC ad, email) that brought them there and whatever you’re offering – ebook, webinar, email subscription – in exchange for their email address. You’re also reducing the number of opportunities they have to click away from your form since a high-converting landing page won’t have any links (i.e. leaks) or site navigation – just your form and a single call to action. At Unbounce, we’re used lead gen landing pages to generate tens of thousands of highly-qualified leads. For an in-depth case study on how to do this, check out the free 7-Day Lead Gen Landing Page Course: http://the.unbounce.com/lead-generation-course/.
Andra Zaharia – Marcomm Manager at Heimdal Security
As a quick disclaimer, the Heimdal Security blog is focused on generating B2C leads, but we also use the blog as a tool to create awareness for the B2B product and to build the company brand further.
Consequently, our favorite lead generation tactic is content marketing. It’s worked very well for us so far, and, on the B2B side, we’ve received great feedback from our colleagues in the sales team. Very often, they’d go to a meeting and the prospect would say that they already knew all about Heimdal, that they read the blog and want to go ahead and buy Heimdal CORP.
The blog has also helped us support building our distribution network through resellers, which often reference the articles published on the blog. Moreover, competitors from the industry read our blog and reference it, which doesn’t happen very often in cyber security.
The lead generation tactic I’m really excited about now is targeting. As audiences become more diverse, content becomes more common and engagement more important, targeting is the best way to make sure to get the right content in front of the right audiences. Targeting is available organically for Facebook and LinkedIn (and should always be used in your emails). It has allowed us to increase our posting volume, without increasing the posts seen by each audience member.
Jonathan Bentz – Organic Strategist at Direct Online Marketing
My favorite B2B lead generation tactic is to provide an overview of pricing for your products/services on your website. Many B2Bs objective to this because they want to collect as many opportunities as possible. In my experience, not having pricing on your site WILL result in more inquiries on your website. However, a large percentage of those leads you generate will be unqualified because they are simply filling out your form to seek a price, and will make a purchasing decision based on that alone.
With a pricing page that gives your site visitors a general idea of how to budget for your products/services, B2Bs should be prepared to receive fewer total inquiries from their website. With that said, the percentage of those inquiries that are qualified will be higher, and price will no longer be a barrier to your sales opportunity.
We’ve seen a lot of success from spinning epic (long) blog posts into email courses. It’s a great way to repurpose content, and the nature of the course allows us to engage with readers over a series of days rather than a single blog visit.
I’m really obsessed with connecting all of our marketing to the outcome of our activities, which is revenue. Doing so has kept us aligned with sales and honest in terms of quality of our handoffs. This has been our biggest demand generation and ABM tactic and has allowed us to make great strides across all our marketing channels especially LinkedIn.
If there’s anything I’ve learned over the past few years, it’s that relationships really matter, and can help open otherwise heavy doors. 🙂 Do what you can to cultivate strong partnerships with great companies that share your values and ideal audience, and opportunities will follow! You can work together to build creative initiatives that have a bigger impact, and grow your marketing lists with the added bonus of knowing you’re gaining high-quality leads.
Implementing highly relevant exit intent overlays across our content and events webpages has been a huge win for us over the last year. So far, our greatest successes have come from three use cases:
- Encouraging participants who attend our virtual webinar style events to take away educational video recordings
- Promoting a major content piece (like an ebook) to our blog readers
- Growing our blog subscription list
In many cases, we’ve found exit intent overlays to be the top performing conversion opportunity for our marketing campaigns.
After launching exit intent overlays on the Unbounce blog, our subscription rate increased 166%. In 2015, exit intent overlays captured roughly 20,000 blog subscribers for Unbounce.
On our Brazilian blog, 11.2% of abandoning visitors who view the exit overlay successfully sign up for additional blog updates. For our Spanish blog, this conversion rate is 12.2%. Both of these conversion rates are far above average for exit-intent tools.
As you see, B2B lead gen is a fascinating world that allows you to be creative. It’s challenging enough to make you get natural dopamine at work. When you think about your next lead generation B2B campaign, keep in mind the following:
- co-marketing is great if you find the right partners. They should have large enough databases and a similar audience with yours.
- you can transform long form content from your blog into email courses
- use gated content or content upgrades to encourage people to sign up to your newsletter
- always measure your lead gen efforts. Also, track some basic KPIs to understand what’s working.
How about you? Have you used any of these tactics? Let me know in the comments!