Whether you’re thinking about your short-term or long-term business goals, B2B lead generation is as important today as it’s ever been. A strong approach to generating B2B leads can set up your agency for big gains now and well into the future.
Of course, it all depends on the effectiveness of your methods. This is where things get interesting, because there’s no “one right way” of snagging top leads. The key is to get a clear handle on the various factors that go into the process, then to build a system that works—and keeps working—for you and your clients.
The 3 steps of the B2B lead generation funnel
The obvious goal is to quickly convert leads into customers. But what steps are taken to get them from initial point of contact to the conversion? In each case, the customer moves through a process that can be broken into 3 basic steps:
The customer becomes aware of the product or service.
The customer assesses the offerings by comparing it with competitors.
The customer takes action by buying a product or joining a program.
The main channels for B2B lead generation
There are many channels to choose from when generating leads. Using multiple channels at once will help boost your conversions. Here are some of the main marketing channels you can use when targeting your leads:
Writing content that’s strategized to meet the target audience’s needs.
Creating engaging ads and sharing posts on Twitter, Facebook, Linkedin and Instagram.
Building landing pages, minisites and online forms with tracking tools and analytics.
Sending out marketing emails with outbound correspondence aimed directly at potential leads.
Traditional ad buys
Buying PPC (pay-per-click) advertisements on Google and Facebook.
Hosting in-person and online events for potential leads to attend.
23 tips to optimize your B2B lead generation strategy
Creating a successful strategy for generating high-intent B2B leads can be a challenging endeavor. That’s why we put together this list of top strategies to help your agency achieve success.
Here are 23 tips to optimize your agency’s B2B lead generation strategy:
1. Optimize your website’s user experience
2. Engage visitors in real-time
3. Boost SEO with a blog
4. Write for other blogs
5. Join an online marketplace
6. Publish research
7. Host webinars and podcasts
8. Use engaging videos
9. Cross-index assets
10. Offer freebies
11. Produce evergreen blog content
12. Stay updated on the latest trends
13. Launch a minisite for your agency
14. Track data and analytics
15. Market on social media
16. Master LinkedIn
17. Incentivize customer referrals
18. Take time to build client relationships
19. Hire relevant micro-influencers
20. Add site automations
21. Network with potential clients at events
22. Host your own live or online events