When researching the best path to acquire more B2B sales leads, it doesn’t help that you’re bombarded with conflicting information. Every expert says something different, and most tell you their lead gen tactic is the best. There may be something unique they did that skyrocketed their sales. But what they often fail to acknowledge is that because it worked for them doesn’t make it the best for you.
There are many B2B lead gen strategies to adopt to increase conversions. And the best way to go about it is to tailor your approach to the nuances of your brand, product/service and target audience. That’s why there’s no ONE best B2B lead gen. You have to test and test to see.
Below are 8 lead generation tactics to try out.
1. A/B tests
When faced with two options without a clue which would work best, sometimes all you need to do is an A/B test. By testing both of them, you get to discover which one is more effective. You can apply this strategy to your homepage design, website copy, or landing page. By testing a different background image and search bar, Wall Monkeys boosted their conversion rate by 550%.
2. Offer a free tool
One B2B lead gen strategy for SaaS and tech companies is to offer a free tool. This can attract high-quality leads into the sales funnel by allowing potential customers to try the product before making a purchase and by providing a solid opt-in offer. Examples of companies that use this strategy include HubSpot, Crazy Egg, and Ubersuggest.
3. Create the most comprehensive content on a topic
Let’s face it, SEO is tricky, and it’s hard to compete with established brands for the #1 spot on Google. So, what should you do? If you’re struggling with a target keyword specific to your industry, go for a broader keyword that would include your ideal B2B leads and any other audience.
Ensure the content is the most epic. If the top competitors have all stopped at 10 points, write 15.
Snack Nation, an office snack supplier, leveraged this lead gen strategy by ranking for a broader keyword, “employee wellness.” You might ask, shouldn’t they be ranking for “the best snacks” instead?
4. Build trust through social proof
Social proof is a way to increase trust in your product or service by showing that other people have had positive experiences with it. You can do this by adding social proof to your website, sharing reviews on social media, and creating case studies. One specific way to gather social proof is by collecting positive reviews on G2 Crowd.
5. Add an expert touch to your lead gen process
If you find that you are wasting far too much time on lead gen than your actual service, it may be time to call in a professional. B2B lead generation services from seasoned experts can help discover what changes you need to make to optimize your results. Or else, you can leave your lead gen to their expert hands so you can give full focus to improving your product/service and customer experience. The happier your existing customers are, the better your chances of getting new leads through positive reviews.
6. Use case studies to your advantage
Has any past customer shared with you how your product or service improved their business? Why let such a review sit idly on your website? Publish it as a case study to make the world see how you are transforming lives. Don’t be modest about it.
Case studies are one of the most powerful lead-generation marketing strategies to convince shrewd, risk-averse prospects.
7. Use truly “magnetic” lead magnets
When you come across a free eBook that will be sent to your inbox, don’t you just hurry to fill in your email address? What happens next? You get the free item, and they get your email. You become their lead! That’s a lead magnet right there!
A lead magnet is one of the most effective lead gen strategies ever, and it has remained relevant even as we go into 2023.
But many companies make the mistake of offering surface-level content that is readily available elsewhere. Don’t make that mistake. Create a lead magnet that’s valuable and tailored to the specific needs of the target audience.
8. Cater to your more visual audience
Videos can be an effective tool for generating leads in B2B campaigns. 90% of marketers believe that video is the best way to repurpose B2B content, and 69% of consumers prefer watching a video over reading text to learn about products and services. The lesson is simple: you must create more video content in 2023.
You don’t have to create a video out of a new topic; you can simply repurpose your existing blog posts into YouTube videos.
The bottom line
As you can see, there are different B2B lead gen strategies, and none is mutually exclusive. That means you can test them all out. Find what works best for you and improve on it.