According to the Content Marketing Institute lead generation (85%) and sales (84%) will be the most important goals for B2B content marketers over the next 12 months.

Nowadays, generating quality leads is the goal of any company. A lead is someone that it’s only one step away from you. All you need is to grab their attention, and provide a service that will solve their problem or need. Obtaining high quality leads is the foundation of a successful B2B marketing strategy, and automating your sales process will help you maintain a consistent growth rate.

But before we jump into the B2B lead generation strategies, it’s important that you understand the principles of lead generation. B2B lead generation is the process of identifying and capturing the interest of potential customers. Basically, it’s the first step every business needs to go before closing a sale.

Identifying potential customers is the act of finding businesses who may have an interest in the product or service your business is offering. In other words is your target audience. Capturing their interest is about getting information from these contacts and filling your sales funnel with them. After these steps a lead can be converted into a customer with a sale. B2B companies typically have different criteria for what constitutes sales qualified leads, as it varies depending on the industry or niche in which the company operates.

In this article, we are going to talk about 7 B2B lead generation strategies that will help your business capture more leads and increase your ROI.



1. High quality content marketing

Writing high quality content not only improves your authority as an expert, but it also increases your organic reach and exposure. Nonetheless, you should not create random content; it needs to provide value to your audience and have a solid SEO strategy.

When you publish valuable content that informs, and educates your potential customers, you earn their loyalty. Dedicating time to create content that stands out will help you convert leads once you’ve gained their trust.

Additionally, the frequency of your publishing is crucial. Publishing high-quality blog posts on a regular basis demonstrates to your target audience that you are willing to go the extra mile to offer them with useful content that solves their problems or gives them insights.

Providing your target group with high quality content will provide you with great search engine optimization (SEO) for your website. In order to have your website ranking on the first page of Google, you should have a strong and targeted content marketing strategy.



2. Google ads

Writing content and developing a SEO strategy takes time and effort. Pay per click (PPC) is one of the easiest ways to get immediate results. It can be really effective but depending on the industry, it might be expensive.

In recent years marketing has changed dramatically, and Google Ads is one of the platforms leading the paid online advertising. Google Ads allows businesses to reach out to everyone who uses Google to search for services, products and information online. Having a targeted strategy in Google Ads has the potential to bring you a large number of visitors who are looking for exactly what you have to offer.

The best of Google Ads is that you only pay for measurable outcomes, such as website clicks or company calls. You can also choose to make your target audience local or global, and you can set a monthly advertising ad-spend cap that Google will follow.

If you still don’t have this B2B lead generation strategy you should seriously consider taking full advantage of this online advertising platform.



3. LinkedIn

With the rise of social media platforms like Twitter and Facebook, it’s easier to get your company’s name out to customers directly, but it’s less successful at branding your firm to other businesses, new workers, or networking and business leads. That’s where your business should use LinkedIn.

LinkedIn allows you to create corporate pages to define and market your company, but it may also be used to find other businesses and people with similar strategies, interests or profiles to yours.

You can also improve your SEO strategy with LinkedIn. LinkedIn profiles, both individual and company, are ranked with high optimization on Google. This means that simply having a LinkedIn profile will help you rank higher in Google searches for your company name. People are using Google to explore companies more than ever before, so making sure your business appears in the top search results is crucial. Creating a LinkedIn corporate profile might assist you in accomplishing this.

Finally, you can advertise your company on LinkedIn. It might be more expensive than Google Ads or Facebook Ads, but it’s definitely worth it. You will have the chance to segment your audience and target the potential customers that you are aiming for.



4. Free content for personal information

You can provide a variety of resources such as whitepapers, eBooks, guides, tutorials, newsletters, webinars, and anything else that gives value to your target audience. Whatever you provide, make sure that everything you create is genuinely relevant and useful.

Make use of content offers that require consumers to provide contact information in order to access them. This will help you in rapidly expanding your contact list and initiating the lead generation process.

Likewise, you will need to use forms to capture your visitors’ contact information. The best practice is to only ask for the information that you really need so that you can minimize the number of required fields. If your form is too long and demanding, you will be scaring potential prospects.

Finally, you can advertise your company on LinkedIn. It might be more expensive than Google Ads or Facebook Ads, but it’s definitely worth it. You will have the chance to segment your audience and target the potential customers that you are aiming for.



5. Trusted backlinks

We all know word of mouth referrals are one of the most powerful marketing tools a business can have. When clients feel prompted to share a positive experience with their friends or post about it on social media, you know they are pleased.

The second best referral is a backlink or a reliable website sending their clients your way. There are different ways to build backlinks in order to gain trust from other websites. What we highly recommend is:

  • Write unique content that people want to link.
  • Find other websites that want to share your content
  • Write blog posts for other companies.
  • Create infographics other businesses will share.
  • If you have data no one else has, do an original study.
  • Write testimonials or reviews for other websites.
  • Comment on other relevant blog posts.


6. Optimize your landing page

Did you know that a lot of landing pages have many offers? If you happen to be one of them, it’s time to reconsider your conversion strategy. Optimizing your landing pages for lead generation means focusing on SEO best practices.

Optimizing your landing pages for lead generation means addressing SEO best practices, centering your content on the value of your offering, and adding customers testimonials. These strategies will make your lading page more compelling and therefore increase the possibility of conversions.

Additionally, focus on a single goal for each landing page and keep your message clear in your call to action (CTA) to minimize distractions. Finally, make sure your landing page and call to actions are persuasive if you want to convert your visitors into leads, and potential clients.

B2B lead generation strategies can make a big difference as to whether or not you obtain high quality leads. Make sure you follow these strategies for improving your lead generation process. If you are interested in hiring an outbound agency with a team of experts focusing on your lead generation and business development processes contact us and get a free business development health check!