Know the Best Ways to Generate B2B Leads Online

In this article, we will be discussing about the online strategies that enabled B2B companies to generate ROI, below are the four strategies that consistently stood at the top are:

  • Email marketing
  • Content Marketing
  • Search Marketing
  • Social Media marketing

Let’s start with very old strategy in online marketing: Email marketing

1. Email Marketing

Email marketing concept evolved 23 years ago. It stood as one of the top online marketing channels that B2B marketers consider to generate B2B leads.

Currently, marketing automation is one of the biggest trends in email marketing from which many B2B businesses drive results. So Marketing automation tools are effectively hybrid email marketing tools which connect with CRM and enable automatic personalised emails to highly targeted leads.

Let’s take Thomson Reuters case as an example, when they upgraded their marketing automation solution, their revenue rose by 172%. While newsletters and other marketing forms are still important, email marketing is different in its ability to capture data on users. This made B2B marketers even smarter to target user’s inbox.

2. Content Marketing

Crowe Horwath (A public accounting firm) targeted c-level prospects of financial institutions, using content marketing tactics like Q&A, blog posts, videos, and 48 infographics and generated $250K in revenue.

Another example  worth discussing is Xerox; which created a micro site in 2012 to offer relevant tips to business owners online which resulted in addition of 20,000 new customers to their pipeline and $1.3 billion in revenue. So now the question arises here is “which type of content should B2B companies be focusing on to generate leads”

Below are the most commonly used content marketing tactics by B2B companies.

The choice of tactics depends whether we are a contrarian marketer or prefer to select what’s working for other competitors. A good content marketing strategy always lies in trying and experimenting to understand where the growth opportunities are available for our business.

So, it’s all about taking risks to experiment with common and uncommon tactics such as blogging, infographics, research reports and micro sites. Most important thing is to understand what is working and what is not working for our business and gradually modify the strategy to generate leads over time.

3. Search Marketing

One of the valuable long-term strategies for generating B2B leads is organic search marketing.

Nearly 5-6 years ago a company ran an SEO campaign for a major brand, site revenue raised over £4 million by using keywords on Google.

Why is search marketing important?

Every day the number of individuals who use the Internet to search is increasing rapidly, whether to dine out in a new restaurant, to solve a problem at hand, or to purchase a product. 

As a product/service based company, we would like to appear on the top of the search results to provide them the solution they are looking for. This is why businesses who want to gain and grow, are considering search marketing as a critical strategy.

4. Social Media marketing

Most of the studies gave fewer scores for social media. Findings and reports in those studies say that social media channels are least effective, though social media isn’t so a poor channel for B2B lead generation. The reason is most of the B2B companies have inadequate social media strategy, to use it.

Very few use social media and earn revenue, while majority of businesses use self-promotional drive. It is better to learn from the minority than the majority to generate and nurture millions of dollars’ worth of leads.

The social media platform “LinkedIn” is the most obvious and effective way to generate B2B leads. Over $2 million was generated by a commodity risk management company, through LinkedIn lead generation strategy.

One more important consideration is that social media is an integral part of content marketing, and to some extent, search marketing. If we have followers on social media, then only our blogging or infographics strategies will be successful.

Summarising all together

There is a saying that “Success leaves clues”. 

From all the above discussed cases of Thomson Reuters, Crowe Horwath and Xerox what’s the clue we can infer?

Exceptional lead generation results come from taking risks and willingness to experiment with various tactics, and to combine those tactics across various channels. After experimenting, we know what works and what does not for our business. So our time and budget are used more effectively to get higher ROI, and better overall lead generation results.

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