Want to know an easy way to catapult your B2B business’s success in 2020? Stay on top of the changing online marketing landscape. Why? Because those who fail to adapt to the latest B2B marketing and lead generation tactics, the odds are, they will fall behind.
Now, I know that sounds bitter, and you don’t want to get left behind, but time, tide, and B2B marketing trends wait for none.
Because the B2B marketing and lead generation scenario around the online world is evolving by the minute.
And staying on top of these trends, incorporating them in your marketing campaign and absolutely slaying the whole process start to finish is the only way to guarantee results.
So, let’s start with…
What is Lead Generation?
Simple terms, lead generation is a strategy whereby you as a marketer or business owner identify and nurture prospects to become your future clients. Throughout this process, you convince your prospects with valuable info, offers, and other tried and tested strategies.
Why is Lead Generation Important for your B2B business?
According to research on HubSpot, most businesses are affected by a weak and ineffective lead generation strategy.
On a similar note, another report on online businesses, claims that lead generation is the biggest marketing challenge of more than half of all businesses.
If your B2B business is having trouble generating leads (or even if it isn’t), it’s time to get your lead generation game on point.
Let’s further hit home this idea with some startling B2B lead generation data and figures.
Top B2B Lead Generation Statistics
- 93% of B2B companies say content marketing generates more leads than traditional marketing strategies (source).
- 53% of marketers use half or more of their budget in lead generation (source).
- 22% of B2B businesses reach out to prospects with lead nurturing on a weekly basis (source).
- Content marketing is used for lead generation by 83% of B2B marketers (source).
There’s much more where that came from, but you get the idea, right?
Now that you’ve seen some numbers I’m sure you can better judge the importance of lead gen for B2B businesses. Let’s now move towards the …..
These lead gen tactics for B2B businesses are predicted to make their way into 2020. I’m absolutely stoked, are you? Good, read on then.
1- Email Marketing
Email has been around for decades and it doesn’t plan on going anywhere, anytime soon. It engages readers like no other strategy.
As a top B2B lead generation tactic, you can use emails to nurture relationships with existing clients AND reach out to new prospects.
According to a survey, the most commonly used B2B lead generation strategy is email marketing (78%). Also, 42% of organizations believe email is one of their most effective lead generation channels (source).
Brett Farmiloe on Forbes.Inc, says,
Sending an email campaign may be the quickest and most inexpensive way to drive leads. Whether you have a neglected email list, just put together a list of contacts from Outlook or LinkedIn or purchased a list, an email campaign can quickly generate interest in your services.
Neil Patel of NeilPatel.com, says that the importance of emails as a strong marketing strategy can not be denied.
It may come as no surprise, but for sheer ease of implementation and effectiveness of results, nothing beats good, old-fashioned email marketing.
Another important trend in email marketing is creating life cycles email campaigns. These emails are sent based on the stage the reader is at. This makes them highly focused and relevant — something that helps increase conversions (by more than double).
These reasons should help you decide in making lifecycle email campaigns a part of your next marketing strategy.
Generate Leads with Emails:
In order to increase your email’s Open and Click-Through Rates, you can:
- ask a question or use the prospect’s name in the subject line
- make your email copy more personalized and organized
- be more conversational. Ask your readers questions.
- base the entire email on a single idea
- use storytelling to put your ideas forward
- build trust with useful information such as industry trends, tips, and ideas.
Creating effective emails is the exact anchor you need to drive results for your B2B business.
In the past two decades, LinkedIn has proved to be a useful source of information on businesses and individuals around the world. And it is expected to grow in the coming year.
The LinkedIn platform and its modern marketing approach are powerful sources for generating quality leads, increasing brand awareness, and positively impacting the bottom line of your business.
Hailey Friedman, cofounder of GrowthMarketingPro.com emphasizes on LinkedIn as the foremost social platform for B2B businesses.
Your presence on LinkedIn is what is essential for generating B2B leads. Create a detailed business profile and make it very clear what services you offer and how you’re helping other businesses.
More data numbers show the effectiveness of lead generation through LinkedIn, such as:
- 78% of B2B marketers rate LinkedIn THE most effective social media platform for achieving specific business objectives
- 59% of marketers generate B2B leads on LinkedIn
- 45% of all social media traffic to a company’s homepage comes from LinkedIn.
Generate Leads with LinkedIn:
Gauging by the above stats, it is clear that LinkedIn marketing is one of the most effective B2B lead generation tactics for 2020. This may include:
- developing a page for your company
- optimizing the page to attract the right leads
- joining groups and leaving useful comments
- publishing content for increased visibility
- leveraging LinkedIn ads to grow your network.
By using the above techniques, you’ll be able to leverage LinkedIn in the most effective way. This will ensure you get good control over this powerful and most effective social media platform.
3- Video Marketing
You know a marketing trend is going upwards when 70% of B2B marketers claim it as more effective than other content when it comes to converting users to qualified leads.
The online audience is already using Youtube more than Google for their queries. And this will continue to increase in the future.
A few startling stats reveal that video is the go-to choice for:
- 63% of senior executives who visited a vendor site after watching their video online
- 68% of the top retailers who use it as part of their digital marketing strategy
- 85% of customers are more likely to purchase a product after watching its video.
As a B2B business, video should have been an important part of your marketing strategy, like yesterday. But it’s not too late.
You can still incorporate video marketing into your overall brand strategy and attract leads effectively.
Generate Leads with Video Marketing:
Video is here for the long haul. Strike the iron while it’s hot. Hop on this bandwagon while it’s useful. Whatever you do, take advantage of this marketing strategy to generate leads for your B2B business.
You can use videos and market your business via:
- explainer videos or a series of videos for product/service demo
- webinars that prove your authority in the industry
- making videos out of existing content
- client testimonials.
Creating videos as part of marketing collateral is not just a smart strategy anymore. It is the NEED of the day. Many online softwares have made this easy to do and you can crank out a video in an afternoon.
So, give video marketing a try and level up the lead generation efforts of your B2B business.
These are free stuff aka lead magnets, you give away on your website to lure visitors in and turn them into leads.
E-Books, whitepapers, and webinars continue to be the top offers as an opt-in resource for gaining email subscribers.
Sam Orchard, director of web design agency Edge of the Web, said offering freebies are one of his agency’s most popular lead generation methods.
“We’ve had great success by offering signups [for] a free SEO audit for their site. It’s something that takes relatively little time for us to do, but provides the business with something valuable. It’s been a very successful strategy for us, with around 30% of people who signed up for a free SEO audit continuing to request paid work with us.”
An effective website should have a lead magnet to suck in leads.
But beware! Your buyers are smart people who have little time for nonsense. make sure you offer something of real value— maybe something that a competitor is charging for.
Do you believe in gaining quality by giving something of equal quality? Creating a freebie as a lead magnet can help you achieve that.
Generate Leads with Freebies:
Apart from the ones listed above, there are many ways to attract visitors with a lead magnet. You can offer:
- a comprehensive checklist of industry trends
- cheatsheets or templates
- a short video course
- a podcast
- a one-on-one call or a free consultation.
You can easily create a lead magnet using a template as well. So, Freebies used as lead magnets are an excellent tool for gaining email subscribers. This can be one of your B2B lead generation tactics that you can use to later convert prospects to customers.
5- Blog Marketing
B2B businesses are following a different route from a few decades ago. Today, these businesses increasingly use engaging and fun B2B content to market their products and services.
If planned and implemented properly, a blog marketing strategy works extremely well in generating B2B leads. And, writing informative and useful content is the basis of a successful businesses strategy.
Survey says content marketing will become a top priority, and that 70% of businesses plan to invest more in the area.
As a B2B marketer, that should give you enough reason (and motivation) to build a steady strategy around this collateral.
After all, Content IS King!
Because 9% of B2B marketers report their content marketing efforts bear fruition.
But writing endlessly isn’t an effective lead gen strategy. There’s another strategy that goes hand-in-hand. Can you guess what it is?
Yes, content promotion. Promoting the content on multiple channels is equally important to ensure you get maximum eyeballs on your piece.
Ryan Robinson on Close.com says,
If you’re going all in on using content marketing as a primary lead generation tactic, you’ll need to put just as much time to content promotion as you will to the actual creation of it—because if none of your prospects every see your content, it’s not doing anything for your business.
Generate Leads with Blog Marketing:
Marketing through a blog is not a blind-shooting in the dark. It needs to be taken seriously to generate serious amounts of leads. Here are a few ways to boost your lead generation efforts via blogs:
- Length and frequency of the content. The average length of a post online is over 1100 words. Frequency varies from one to four times a week. Remember, quality over quantity.
- Guest Blogging. Write posts for other marketing sites. It helps you get found easily on Google. That’s the aim!
- Apply B2B SEO tools and tactics. You know you just can’t do without them.
- For the love of God, use images. Humans are drawn to colors. Go on. Inject some life into your posts.
So, there you have it. The top B2B lead generation tactics for 2020.
Hopefully, this post has given you a few ideas on how to maximize your B2B lead generation efforts in 2020. And also which channels will prove most useful and profitable for you as a B2B business.
You can mix-match them and see what works for your business.
And although there’s a lot of information packed in this page, you still need proper expertise in the field of lead generation to see results. Because, 80% of marketers who have the knowledge but lack the expertise, struggle with their lead gen efforts and find them to be only slightly effective.