Top Lead Generation Techniques for B2B Marketing

24.01.2012 | Author: jackleen | Posted in Business and Industry
Print Email More
Lead generation has come a long way from its cold calling days. Today B2B marketing is advanced and the marketer focuses his lead generation efforts only towards those who have an idea of the product or, have a need for the product or, are ready to buy their product. The credit to this intuitive and proactive selling must be credited to leading marketing automation tools that not only enhance B2B lead generation efforts but also provide the necessary analytics to track performances.

Here’s a list of the top lead generation techniques for B2B companies.

  • Social Networking Campaigns


Buzz generation makes social media marketing work because it a message, not through purchase of an ad, but through user to user contact. For B2B marketing, the message does not necessarily have to be about the product, but could be anything either relatively or remotely associated. Social media facilitates fans of a brand or company to promote it across multiple social media channels easily ad effortlessly. Facebook, LinkedIn ad Twitter are social networking sites that can be effectively used for lead generation.

  • Webinars


Being an inbound marketing technique webinars have more potential to reach out to targeted customers than any other campaigns. Webinars are marketer’s way of saying that they have understood a problem area and are offering a suitable solution. By sharing information at the right time to the right set of people webinars enhance the entire lead generation and lead nurturingprocess by pushing only warm leads into the funnel. Leads generated out of webinar campaigns have seen faster deal closures and have remained loyal customers as well.

  • Email marketing


Email marketing is one of the primary sources of lead generation for many B2B companies. When using email as a marketing automation tool, ensure every email has a call to action like ‘register now’ or ‘submit now’ which links directly to the event registration page. Such campaigns which are action oriented encourage the receiver to take an action, indirectly implying his level of interest and involvement in the solution you offer. Also, since the subject of such invitation is of interest to the person, the chances of him responding are much higher.

  • Search Engine Optimization


The primary work of a search engine is to find relevant results for user-provided search terms. So in order to highlight a website link during those searches, B2B marketers need to optimize their web pages for higher visibility. SEO practices help to raise marketer’s webpage rankings compared to those of his competitors. Keyword optimization of website content and backlinks to landing pages are some of the SEO activities for lead generation.

  • Website Content


Content marketing can be primarily used to address user issues and their priorities for buying. By offering the right content collateral to the buyer at the appropriate stages of buying a marketer can expect to drive more sales closures. Content within and outside a website should be synergized to engage the user at every touch point.

Processing your request, Please wait....

Additional Articles From "Business and Industry"