B2B lead generation is a huge topic. Every marketer has favorite strategies and top tips, as well as stories about huge wins and equally epic fails. Leads are the lifeblood of your business.
Previously, we combed through a host of data and concluded that content marketing, in-person connections, and referrals are the big B2B lead generation tactics that are worth most of your time. With those three strategies running smoothly, your brand is in good shape for a long time to come.
But if you’re just starting to nurture those relationships, and your content marketing strategy is still building momentum, how do you get more leads in the funnel in the meantime? This is where B2B lead gen can feel hard, making you question: Which strategies actually work and which ones should you try? What will deliver the best ROI?
We dug through scores of strategies and analyzed the data to provide a list of 9 quick B2B lead gen strategies for you. Some of these are time-tested goodies, some may be new to you, but all of them are proven strategies to get more qualified leads in your sales funnel while you’re working on some of the longer-term strategies.
Here they are!
1. Add Relevant CTAs
Optimize high-performing content by adding a call-to-action (CTA)—or updating an old one. Ask users to sign up, share, or follow. Here are best practices for effective CTAs:
- Keep it above the fold/scroll, and/or pin the CTA to the screen so it scrolls with the viewer.
- Limit the decision-making with one, clear CTA that encourages prospects to act now.
- Use text on the button that describes the action—“Download the Ebook” or “Reserve My Seat,” rather than “Submit.”
- Use visual cues, like arrows, and images of eyes pointed at the CTA to direct the viewers’ attention and train of thought.
2. Use Exit-Intent Pop-ups
Immediate pop-ups can make web visitors shiver, but a strategically placed exit-intent pop-up can keep prospects warm. If you are going to implement this type of pop-up, be sure to employ proven techniques like these:
- Provide a “Yes” and a “No” option, instead of just one CTA, to increase conversions by 30-40%.
- Create clear action triggers with one or no images and simple text.
- Make designs responsive. Don’t paralyze a mobile user who can’t engage with or get out of your ad.
- Measure results with A/B testing. Mix it up and see what works for your brand and your audience.
3. Create a SlideShare
SlideShare is a slide hosting service that allows users to upload presentation slides to share online. Over 70% of SlideShare traffic comes from targeted searches by professionals looking for specific solutions. That makes these leads more relevant. To dazzle them, implement these tips:
- Think of title slides as teaser thumbnails: use bold headlines and visuals, optimized with relevant keywords.
- Use fewer words and more pictures, and break it up with targeted text.
- Showcase your meaty content with more slides (around 60 for this audience) that tell your story.
- Reveal one big idea with each slide, key features in charts or diagrams, and make your brand the obvious solution.
4. Create a Webcast on Udemy
Udemy is a platform that allows experts to create online courses that they can offer either for free or for a tuition fee. It provides an unparalleled opportunity to use video to present to an online audience who already demonstrates a deep interest in what you offer.
Stand out from the competition by taking your video content to the next level, and establish your brand as an industry leader and the go-to business when someone is ready to buy. Use these techniques to share your expertise:
- Create excitement with headlines that promise to solve pain points.
- Send a welcome communication beforehand, identifying key questions you’ll address in your course.
- Link to your website within your course for free resources or content (promotional materials should be saved for a bonus lecture).
- Send reminders, follow-up emails, and industry news after you’ve connected.
5. Gate Premium Content
Gating some of your high-value, premium content can help you gather contact information for new, qualified leads to start nurturing. And B2B buyers are not opposed to it: 74% expect to access simple content like infographics without registration, but 77% are willing to provide basic info for white papers or ebooks. Here are a few tips for getting the most out of your gated content:
- Use intelligent forms to avoid repeat fill-out requests.
- Create an SEO-optimized landing page for each piece of gated content.
- Redirect the landing page to a “Thank You” message after the buyer downloads, and include links for social shares.
6. Repurpose Content
Breathe new life into existing content by grouping several of your hottest posts into a “Best of” list, or bundling them together for downloading. Repurpose it for different channels:
- Use a well-performing blog post as a conversation topic in LinkedIn groups to get your ideas in front of a new audience and to learn what your target audience has to say about the topic.
- Bundle a series of articles into a well-designed ebook and host it on a landing page with a gated download to collect fresh email addresses for new leads.
- Take key statistics from a report or whitepaper, and design an infographic for Pinterest, Instagram, Facebook or SlideShare to expand your audience and draw new attention to existing work.
7. Co-Brand/Co-Author Your Ebook
Create a strategic partnership with complementary businesses by co-branding or co-authoring an ebook. It’s a great way to double your efforts: Your brand name gets a fresh, new audience, and your partners get great content to market. When considering partners, choose:
- A company with products that complement yours, something your potential customers may need anyway.
- A highly-reputable company—large or small—that’s established in another channel.
- A company who slightly expands your demographic, like a younger or older generation.
- Industry experts that can bring credibility to your offering.
8. Offer a Free Assessment, Trial, or Demo
Free offers are a great way for you to learn more about your prospects’ likes and dislikes, their immediate and secondary goals, and their challenges and pain points. Here are a few tips for creating a great free offer:
- Provide a link to an assessment that helps prospects understand if your product is right for them.
- Give a demo that offers some immediate value but is only a taste of what you have to offer.
- Offer an introductory trial that gets customers over the threshold of buying and provides them an easy way to continue buying.
- Allow time and space for feedback so you can keep learning.
9. Create a Small, Personalized Direct Mail Campaign
Reach out to customers who have done business with you in the (perhaps, distant) past, or anyone who has signed up for your email list but hasn’t taken the next step. Employ these tactics:
- Segment customers and buyers based on buying patterns and time lapsed.
- Target lists with a personalized message customized just for them.
- Provide an incentive to contact your organization by offering a free report or white paper.
- Prep your customer service so that when a potential customer makes contact, they feel like your company already knows them.
The key to B2B lead generation is to give your prospects more ways to discover you. Diversify your marketing touchpoints and magnetize your value proposition. Though most page views don’t represent a user who is ready to buy, when you give useful information and new ideas, you can be rewarded with interest. That keeps interested parties filling your pipeline and thinking of you when they’re ready to buy.
Now, get out there and start employing these tactics! And to learn more about this topic, download the Marketo Definitive Guide to Lead Generation
This article originally appeared as ‘9 Quick Tips for B2B Lead Generation to Implement Today‘ for the Marketo Blog