The 7 Most Powerful B2B Lead Generation Strategies in 2019

August 1, 2019 Jesse Miller

The beginning of the year is always full of optimism, but now, we’re past the halfway point. And you may be wondering why some of your B2B lead generation strategies haven’t quite panned out the way you hoped they would.

After all, quality lead generation is at the heart of B2B marketing. It’s what ensures you can maintain a steady pipeline, acquire new customers, and continue to grow your business.

But by staying on top of the latest marketing trends, you can turn this challenge into an opportunity. Here are seven powerful B2B lead generation strategies you can try today.  

The 7 Most Powerful B2B Lead Generation Strategies in 2019

Seven Powerful B2B Lead Generation Strategies

1. Content Marketing

With content marketing, you produce high-quality content as a way to market to new leads. This can be blog posts, videos, infographics, long-form guides, and more. Content marketing is also a great way to improve your SEO strategy, which we’ll discuss in more detail later.

High-quality evergreen content is one of the best ways to increase your reach and bring in high-quality leads. But before you get started, you should do some in-depth research. This will help you know what kind of content your audience is looking for and allow you to provide value. As buying committees have grown, you’ll have more personas to market to. Keep this in mind so you can personalize how you market your content. This means making your content relevant for your target account industries, verticals, key decision makers, pain points, and other distinguishing factors.

2. Digital Advertising 

While digital advertising can appear to come with a hefty price tag, it is a go-to B2B lead-generation tool for a reason. And one of the best new strategies is Facebook Lead Ads.

These ads give your leads a contact form that they fill out with the understanding that you’ll be getting in touch with them. This is a more direct way to find new leads, build your email list, and promote your company.

Of course, you can try Google AdWords or LinkedIn ads as well. With LinkedIn ads, you can choose to run a basic ad that will show up on mobile or Sponsored Content.

In general, digital advertising is best used in conjunction with some other marketing strategy. Make sure you keep close measurement on performance to show ROI over time.

3. Email Marketing

Email marketing never goes out of style because it’s one of the best ways to generate new leads. After all, 77% of marketers use email marketing as a form of B2B lead gen. With marketing automation tools, you can send highly targeted and personalized emails to your leads.

Another strategy you can use is Gmail ads. This allows you to target your AdWords campaign toward anyone that’s receiving emails from your competitors. This can be a good way to reach leads who are already familiar with or interested in your product or service.

4. Social Media Marketing

Social media channels are no longer just avenues for sharing your blog posts and company updates. They give you an opportunity to find and engage with new leads. And for B2B companies, LinkedIn is one of the best social media channels for you to generate new leads. 

To use LinkedIn for B2B lead gen, you should start by optimizing your company’s LinkedIn page. Use a custom headline image and write a compelling company description. And LinkedIn groups are a great way to connect with your target niche. 

5. Incentive-Based Referral Programs

Word-of-mouth marketing still influences about 50% of all buying decisions. And for B2B companies, that number is closer to 70% because people want to do business with companies they can trust.

Happy customers are the best source of advertising you have, so launching an incentive-based referral program is a great way to drum up new leads. And by creating custom referral codes, you can track where your new leads are coming from. 

6. Update Your SEO Practices

SEO is still an effective B2B lead generation strategy. Most of us will turn to Google to search for information and if your company appears at the top of the search results, you’ll generate more leads.

Of course, SEO is tricky because search engines are always changing how they determine their rankings. But regularly producing high-quality content with specific, targeted keywords is a good place to start. For example, this blog is targeted for the term B2B lead generation. 

7. Account-Based Marketing

And we saved the best for last! Account-based marketing (ABM) is a strategic approach to lead generation. Instead of trying to capture as many leads as possible, you try to capture the right leads and the right accounts.

To get started, you need to identify the companies you want to acquire as customers. Once you have a target account list, you’re going to identify the key decision-makers within those companies. You can then reach out to those individuals in a targeted, personalized way.

However, this doesn’t necessarily mean cold outreach. You can leverage your existing contacts to reach out to decision-makers in your target accounts. 

Next Steps

ABM allows you to make the most of your marketing efforts. Instead of just trying to reel in as many leads as possible, many of whom will never become customers, you can take a more thoughtful approach. 

By focusing your efforts only on the customers that matter, you can create more powerful results. After all, 90% of B2B marketers believe ABM is important and that it delivers a higher ROI than any other form of marketing. However, it can take some time to educate sales and leadership teams on the benefits of ABM when they’re used to measuring results in terms of generating as many leads as possible, as quickly as possible.

If you’re interested in ABM but unsure of where to start, RollWorks can help. Our platform delivers five times the results when compared to other ABM vendors. And in our experience, you’re most likely more ready for ABM than you think. To learn more, feel free to request your free demo.

About the Author

Jesse Miller would call himself a marketing swiss army knife. The majority of his career has been in B2B, specializing in digital and account-based marketing. He is passionate about executing multi-channel campaigns from first touch to closed won and building the reporting to prove the impact of them. When he isn’t marketing, he’s outside playing disc golf, camping, or at a concert (oh how he misses concerts).

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