8 Powerful B2B Lead Generation Tactics That Will Blow Your Competitors Away

If you’re going to be doing business in 2021, then you’re going to need to start employing some powerful b2b lead generation tactics as soon as possible.

It’s no secret that b2b marketing has become more competitive than ever before, and it’s all about the lead generation tactics at this point.

Table of Contents

8 B2B Lead Generation Tactics 2021

Learn how to generate more high-quality leads by using these 8 amazing b2b lead generation tactics and strategies that will blow your competitors away.

1. Content Marketing

Whether you’re a digital-first company or a print-on-paper business, one thing is for sure: content marketing is going to be essential for businesses of all sizes moving forward.

If you don’t have a dedicated strategy in place to produce great content that generates leads, don’t despair. There are plenty of ways you can supercharge your efforts and blow your competitors away.

Why Content Marketing is Important to Your Business?

According to a survey conducted by demandmetric.com, 91% of business-to-business (B2B) professionals cite content marketing as their preferred method for lead generation.

B2B Content Marketing Strategy - B2B Lead Generation Tactics

(source)

If you want to stand out in your industry and generate leads that convert into paying customers, then you need to start building your brand. One way to do that is through content marketing.

According to Salesforce, content marketing is defined as delivering relevant, useful and valuable content to attract and retain a clearly defined audience with the objective of driving profitable customer action.

Don’t let all that jargon scare you off. Simply put, it means creating valuable content for your target audience so they can consume it in different ways (i.e., video, social media, email marketing).

If done correctly, you’re creating value for your customers while also branding yourself as an industry leader.

Don’t be afraid to push yourself out of your comfort zone because that’s how real growth happens. Start using these lead generation tactics in 2021!

What is Content Marketing?

Content marketing involves creating content that helps position your company as an industry leader in addition to helping you qualify leads.

If you create content on a regular basis, it will help build up your online presence and show prospects that you are knowledgeable in your field of expertise.

This will also help with lead generation because if people see that they can benefit from your expertise, they’ll be more likely to reach out for more information.

Content marketing is when brands build trusted relationships with people through valuable, relevant, and consistent content in order to drive profitable customer action.

Nurture your prospects with online content until they are ready to buy. The goal of every piece of content you create should be to help nurture your prospect until they are ready to buy.

The ultimate goal of content marketing is to use valuable, interesting, useful information as a tool for building a trustworthy relationship between you and your prospect so that he or she wants what you have enough that he or she will pay for it.

With high-quality content assets at their disposal, marketers can guide consumers down their funnel into becoming customers who repurchase frequently over time.

Content marketing is a hugely valuable tactic for any business because it allows you to nurture prospects over an extended period of time.

When combined with a lead generation strategy, content marketing can be a huge asset to your overall marketing efforts.

Content Marketing Takes time but lasts forever!

If your business is brand new or hasn’t generated any leads through content marketing, you should know that it takes time before seeing results.

Just like any other digital marketing tactic (social media advertising campaigns, search engine optimization campaigns), it takes some time to generate returns.

The good news is that unlike some other digital channels (such as paid search or social media ads), there isn’t an investment upfront for content marketing.

Over time, nurturing prospects through content marketing can open doors for new opportunities within your business.

Perhaps one of the most valuable benefits of nurturing prospects through content is getting found by search engines.

You want prospective customers to find you when they are searching for answers to their questions about products or services related to yours.

When you provide useful tips and guidance through your written content, search engines will pick up on that positive sentiment and rank your website higher in organic search results.

2. Search Engine Optimization (SEO)

While some may think it’s no longer important to focus on SEO, data shows that SEO is alive and well.

SEO- B2B Lead Generation Tactics

Getting your content in front of readers has never been easier, but today’s reader is more likely to skip past your content if it isn’t relevant or doesn’t solve a problem.

Search engine optimization (SEO) is one of the most effective ways for businesses to make sure their site ranks high on search engines like Google and Bing.

And a recent servery has confirmed that search engine optimization has a 14.6% average conversion rate among all the strategies we have listed out here.

SEO isn’t just for start-ups and small businesses. It’s also a great tactic for medium and large companies, as it helps them stand out from their competitors.

There are ways to optimize your business listing and keywords to help you rise above your competitors in search engine results.

By doing so, you can attract more traffic to your site and increase your revenue. If done right, SEO will help you become a top contender among all companies that sell similar products or services as yours. Search engines are extremely useful, so businesses of all sizes work to ensure their websites rank highly on search results.

It’s no wonder why SEO has become one of—if not THE—most important factors in generating new leads for companies.

Although there are many tools and strategies to use when it comes to ranking high on search results, some will work better than others depending on your industry.

3. Social Media Marketing

Social media is a great way to find new customers, but only if you know how to do it right. With social media marketing, you can raise awareness of your brand and connect with potential buyers, then convert them into actual customers.

These steps will show you how to get started. (hint: start with lead generation)

A1. Choosing an optimal social media platform strategy

Social media channels aren’t all equal in terms of audience size or engagement level; you want to choose channels that are best suited for your target market so that they can help spread your message quickly.

In order to determine which social media channels will give you the most bang for your buck, you need to understand where your target customers spend their time online.

For example, if you sell consulting services, spending time on LinkedIn is likely not worth it because there isn’t a large population of business-to-business marketers using LinkedIn (though there certainly are plenty of professional connections available). Instead, focus on building an active presence on Facebook and Twitter because these social networks cater directly to people looking for companies like yours.

A2. Nurturing leads through social media outreach

Nurturing leads through social media outreach with targeted content Marketing via social media channels has several benefits compared to other forms of marketing.

One benefit is cost: many brands use freemium tools—such as Buffer, Hootsuite, and SproutSocial—for low-cost lead generation via social networking sites such as Facebook and Twitter since maintaining a page doesn’t require financial overhead beyond registering for an account.

Another benefit of marketing via social media is instant access to updates from influencers in your industry.

After setting up monitoring tools such as Google Alerts, you can get email notifications when journalists post new articles that cover important topics related to your brand or industry sector. When you notice relevant newsworthy information, share it on social media to build awareness of your brand while also driving traffic back to your website.

A3. Targeting top decision-makers

Targeting top decision-makers who aren’t actively searching for products/services b2b marketing strategies often involve targeting potential buyers who have expressed interest in similar products or services but haven’t yet made any purchasing decisions yet.

Since you already know how and where potential buyers search for products and services like yours, you can create content around those topics and publish them on websites that attract interested parties.

Examples include creating videos based on what people searched for when visiting Amazon product pages within specific categories or writing guest posts about keywords used by prospects visiting directories such as D&B Directories USA Businesses.

You can then promote those pieces of content to your followers. #PROMOTE CONTENT WITH LINKEDIN ADS If you don’t have enough followers to send a piece of shared content viral, consider buying ads to promote that piece of content.

With its recent shift toward focusing on sponsored updates rather than banner ads, LinkedIn Ads has become a leading platform for publishers to reach more potential readers. And given its demographics — predominantly white collar professionals between 18 and 44 years old — there’s a good chance you’ll be able to sell more of your products or services after publishing high-quality, well-researched pieces.

A4. Using LinkedIn Lead Gen Forms

Using LinkedIn Lead Gen Forms to convert visitors into contact your LinkedIn profile, whether you’re a small-business owner or corporate executive, is an easy way to capture more of your target audience’s attention.

It lets you connect with potential clients who are just starting to look for vendors that can fulfill their needs, providing another avenue for collecting B2B leads that may have otherwise slipped away.

  • Step #1: Get permission to send messages To start generating B2B leads on LinkedIn, set up a free company page in advance by logging in and clicking on Create a Company Page in the upper right corner of your screen.
  • Step #2: Look for targeted decision makers via advance search on linkedin. If you’re using LinkedIn’s Sales Navigator tool you are given 22 different filter categories to refine the LinkedIn database into your ideal target list. These categories include: Geography, Keywords, Relationship, Industry, Postal Code, Job Function, Job Title, Seniority, Years in Position, Years at Company, Years of Experience, Company, Company Headcount, and more.
  • Step #3: Connection Request – Once you indentify your ideal person to contact send a connection request with a sweat cusomtise personal message. This personal message should only be sent as a welcome message. Don’t include your pitch or avouide showing your business intent right away.
  • Step #4: Once they accept your connection – now it’s time to do the talk.

4. PPC – Pay-Per-Click

You’ve probably heard of Pay-Per-Click (PPC) marketing—the practice of paying to have your ads appear when people search for certain keywords.

But, in case you’re not familiar with PPC, it simply means that advertisers pay every time their ad is clicked on. As long as someone clicks on your PPC ad, you pay for that click.

Pay-Per-Click

It’s estimated that the traffic brought through PPC advertising yields 50% more conversions than organic advertising.

PPC ads are an inexpensive way to get in front of your target audience quickly, but many businesses find PPC frustrating because they often aren’t sure how much return on investment (ROI) they’re getting.

What is PPC – Pay-Per-Click?

PPC is a form of marketing that involves using advertisements to drive traffic to a website. It’s a fast and easy way to gain exposure for your business—and great for lead generation.

There are 8 Types Of PPC Ads:

  1. Search ads – Search ads are the ones most commonly seen in the search results.
  2. Display ads – These ads appear on Google’s partner websites/blogs.
  3. Social ads – Social ads are one of the most popular types of paid advertising. These ads appear in social media feeds of your prefered platform.
  4. Remarketing ads – Remarketing ad is one of the paid marketing tactic that can used to target those audience that have visited your product or service page but did not convert.
  5. Google shopping – Google shopping ads are another type of PPC advertising. These ads appear in a carousel format above the main Google search results when a person search for the products. It allows users to see the products and prices before they click on someone’s website.
  6. Local service ads – Local Services Ads help you connect with people who search on Google for the services you offer. Learn more about Local Services Ads here.
  7. Gmail sponsored promotions – Gmail sponsored promotions ads appear at the top of a user’s mailbox.
  8. Instream ads – Instream ads appear in videos on YouTube or on facebook if you are using Facebook avertising.

If you want to learn more about using PPC as a b2b lead generation tactic, check out these resources:

5. LinkedIn lead generation ads

LinkedIn introduced lead generation ads in May 2016, which offer a streamlined experience for businesses looking to acquire new customers from LinkedIn’s network.

With these new, cost-effective options, it’s easier than ever to build your business list and connect with potential customers. You can reach interested and qualified prospects at any stage of their buying journey: whether they’re aware of a need or simply exploring their options.

Within just six months of introducing lead generation ads, more than 700,000 companies were using them.

To encourage that growth—and because people are spending more time on mobile—LinkedIn is rolling out several updates to its ad platform that allow you to create better quality leads right on your phone.

For instance, starting soon you’ll be able to browse through all of LinkedIn’s audience segments so you don’t have to rely solely on first-party data when creating custom audiences for different campaigns.

6. Live chat

Instead of relying on outbound messaging, set up a live chat feature on your website to turn your visitors into leads.

Live chat software, like Intercom, lets you ask questions about their needs and then easily pass them along to sales or marketing (if they need more information) without ever having to leave your site.

According to HubSpot’s State of Inbound report, live chat is one of the most important tactics for lead generation—and it can boost conversion rates by 37%. Have a clear call-to-action: By default, a visitor won’t know what action to take next.

You have to tell them! Get rid of all other options so that they don’t hesitate over how best to proceed.

Don’t overload calls-to-action with offers either—people get overloaded when there are too many choices, which means fewer conversions.

7. Free stuff to generate leads

The first step in generating high-quality leads is building trust with potential customers. The best way to do that is to provide valuable free content that addresses their pain points and provides real value.

Then, once you’ve established yourself as a trusted authority, it’s time to start marketing your products or services to generate revenue.

Free resources such as ebooks and webinars are invaluable ways to build up your reputation online without any capital investment. Even better, when people find these assets helpful they’ll likely click through on any links contained within to learn more about what you offer.

8. Get Creative with Cold Emails to generate leads

Cold emailing can be incredibly effective when it comes to getting in touch with prospective leads.

The downside, however, is that for every person you manage to get in touch with, there are hundreds of people who don’t respond.

So how do you go about crafting cold emails that strike a chord? And more importantly, how do you engage them without being too pushy?

Here are some useful tips on using cold emails to your advantage. (For some ideas on what makes an effective lead generation strategy, see our related post.)

1. Generate Targeted Leads:

To ensure that your message goes to someone who will be interested in what you have to offer, target only contacts whose company focuses on the same line of business as yours.

It won’t matter if they don’t know you; they will at least recognize your company name and be far more likely to open and read your message.

2. Include a Call-to-Action:

Make sure you include a call-to-action in your email so prospects know exactly what you want from them.

You can also choose from two different CTA types—one based on time commitment and one based on rewards—and use them interchangeably depending on whether you prefer quick or long-term results.

3. Put a Human Face on Your Business:

Always remember that it doesn’t matter how great your product is if no one knows about it. As such, always try to personalize your emails by showing just how human your business is.

Yes, you need your message to stand out among others just like it, but resist asking for something up front before providing any information about yourself and/or what you have to offer.

4. Don’t Overdo It with Marketing Slang:

How many times have you received spammy marketing messages filled with all sorts of nonsense? If you work in marketing, then we imagine that number is probably pretty high.

Well, if your goal is to write emails people actually want to read, then it might help not to fill each and every word with marketing buzzwords and gibberish.

Not only is it annoying to most, but your efforts could also backfire since recipients won’t take you seriously—even if they click through and visit your website.

5. Make It Personal:

Speaking of putting a human face on things, make sure that potential customers understand you’re talking directly to them whenever possible.

Test these above B2B lead generation tactics out

Make sure you always include a call to action at least once throughout your entire post. The more CTA’s (call to actions) you include, the more likely people are to click through and engage with your content.

Also, it is recommended that most marketers place their most important CTA above the fold in order to have their audience’s attention before they scroll down.

This will also allow for more views on social media platforms such as LinkedIn which only shows part of your post if someone scrolls too far down.

Placing your most important messages higher up encourages engagement by showing they were viewed by users who have scrolled down far enough.

Also remember, don’t overload on CTAs because you want your reader to enjoy reading all of your words so they can spread more awareness about your product or service!

You can continue adding CTAs after writing or editing but be careful not to confuse them! Stick with one major call-to-action per piece, don’t overdo it, and make sure all of them focus on increasing brand awareness.

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