Lead generation is at the top of everyone’s minds right now. How can your organization generate more leads? What marketing methods are the most effective to fill the sales funnel with qualified prospects? How can you convert more leads? We’ve got you covered. Our B2B marketing consultants have compiled a list of seven B2B marketing ideas that will help you generate more quality leads and fill the sales funnel with more quality prospects.
1. Videos
71% of B2B marketers currently implement videos into their marketing plan. Easy-to-consume content is making waves in the industry especially knowing viewers retain 95% of a message when they watch a video versus only 10% when reading in text. With videos, you need to have a clear audience and outline goals. Videos are a great asset type for driving website traffic, building trust and providing knowledge. When thinking about your video marketing strategy, consider the buyer’s journey as this will help move prospects through the sales funnel.
- Awareness: Short brand videos, thought leadership videos, educational how-to videos
- Consideration: Webinars, promotional videos, company overview videos
- Decision: Customer testimonials, in-depth product demos, personalized videos
2. Industry Webinars
Industry webinars are another approach that can help your team obtain quality leads. Because industry webinars are industry-specific, you can get precise on the audience and the webinar content. Another great thing about webinars is that they are lead generation engines. Registration landing pages and promotions before the event drive registrations and post-event marketing guides people to the on-demand webinar, which adds another opportunity to generate leads. Plus, the more relevant a webinar topic is, the better chance of conversations. Here are a few webinar ideas for you to consider.
- Product demos
- Product launches
- Customer testimonials
- Use cases
- Partner webinars
3. Exclusive Reports
Everyone likes exclusivity. It makes them feel valued to receive something only a few people are getting. Whatever the offer is acts like a lead magnet sought out by prospects. Another reason why exclusive reports are popular for lead generation is because the information is credible. These reports can be industry reports, market outlooks, buyer trends, case studies or anything else similar. Whether the report was put together by months of research or with the assistance of a third-party survey, the time investment leads to a high-quality piece of work that is filled with research findings and insights you cannot find elsewhere. This increases conversion rates and enhances the customer experience by offering them exclusive content and guiding them through the buyer’s journey.
4. LinkedIn Sales Navigator Paid Campaigns
Sometimes, a paid platform like LinkedIn Sales Navigator can make a world of difference for your lead prospecting efforts. Before diving into the Sales Navigator platform, it is important to understand your various B2B buyer personas and their specific characteristics. These traits will help you hone in on your target within Sales Navigator to uncover more leads. Here are a few tips on how to use Sales Navigator to your advantage:
- Use InMail to directly reach out to prospects. This is the easiest way to reach someone directly and strike up a conversation. Ensure your message is concise and to the point to maximize the opportunity for a response.
- Use Advanced Lead Search to find the most ideal and representative prospects for your organization. With your persona characteristics noted, you can easily plug these into the tool and uncover recommended prospects within your targeting.
- Set alerts for top accounts or leads to stay informed on their activity. A specific action they take might trigger a reach out via InMail or an email from you. Ultimately, these notifications help you stay on top of those that matter most.
Discover how to generate leads with LinkedIn. Read the blog now.
5. Account Based Marketing (ABM) Campaigns
76% of marketers report a higher return on investment when utilizing ABM strategies versus other marketing tactics. Why are some B2B marketing ideas like ABM so effective? ABM campaigns target specific high-value accounts, opening the door for prospect interest and lead generation. The enhanced level of personalization that goes into each touchpoint, content piece and messaging pillar pushes the level of engagement to an all-time high. ABM campaigns are often executed over a large span of time and the more touchpoints you have, the more brand recognition and engagement.
6. Success Stories
There is nothing a prospect would rather see than the success of one of your customers. It can help them envision the benefits of using your product or services. The more case studies you have, the more trust and credibility your brand builds. These stories include details on how a customer used your product or service to achieve the results they did. Plus, all results are unique to each organization, so putting together a case study or short customer spotlight that delves into this, can differentiate your organizations from competitors by showing what makes you different. As prospects are impressed by the results you highlight or the features noted, they are more enticed to learn more about your products or services and become valuable leads.
7. Customer Referral Programs
A customer referral program can be a great way to generate more leads. There are many ways to set up a referral program and your strategies may vary but consider these options to get started.
- Incentives or Rewards: These can be discounted services or product rates, cash rewards or even something for free. You could also set up a rewards system that when someone refers, they get points to then receive something exclusive, a free month of services or something relevant to their account.
- Exclusive Upgrades: The feeling of exclusivity is like no other. In your referral program, offer exclusive product upgrades or a first look at new features that no one else is seeing until they are released to the public.
- Community-Related: Giving back to the community is a strong value for many companies. Whether it is volunteering or making a monetary donation, community incentives are another option for a referral program. If someone refers a new customer, you can donate to a nonprofit of their choice or start a fundraising campaign to help a local cause.
While this is not an exhaustive list of B2B marketing ideas to help you boost lead generation and sales, we have given you a few of our favorites and the ones we find most effective.
Looking to kickstart your lead generation or looking for more B2B marketing ideas? Contact Launch Marketing today or request a free marketing consultation to get started and learn more about our Austin B2B marketing services.
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