Strategies for B2B Lead Generation Campaigns

Written by: 
Benjamin Rudolph

What is B2B Lead Generation?

Lead generation is the process of identifying potential customers and then trying to initiate their interest in your product or service. In the case of Business-to-business (B2B) lead generation, you’re looking for businesses that would have an interest in what you’re offering - aka, your target audience.


Where to Find Leads

Although B2B and B2C companies engage in lead generation, the ways in which they do can (and should!) vary greatly. For example, according to Hubspot, B2B companies get twice as many leads from telemarketing than B2C companies. 

So, what are the best lead sources for B2B companies? According to the same article, a company’s best bet for finding qualified leads is using one of the following methods: SEO, email marketing, and social media. So, based on this knowledge, let’s take a look at some of the strategies your company can implement today to gather leads and engage potential customers using these channels.


SEO: Start a Blog

It’s no secret that blogging is a great way to improve SEO and increase your visibility on search engines. A good blog will be relevant to your target audience; a great blog will be informative, persuasive, engaging, and valuable to potential customers. 

If you’re already creating compelling content for your website visitors, make sure you have a clear call to action that can direct prospects to the proper landing page or conversion action for generating leads. 


Email Marketing: Automate Your Campaigns

When done correctly, emails are an excellent way to generate leads. The key is to segment your list of contacts. Use information your contacts have provided, such as job title or company size, to cater your messaging to your recipients. It’s also a great idea to automate your email campaigns, as it allows you to increase your reach without expending additional effort to do so. 

For example, you could set up your email automation to send businesses in a lead nurturing campaign emails that introduce them to your business, or offer specific discounts.


Social Media: Increase Your Visibility

Social media is an effective way to increase your visibility as a company, and connect with your target audience by producing content that they find interesting, humorous, or otherwise valuable. Do it right, and when a business does need your services, you’ll be top of mind. 

In order to make sure your content is being seen by the right people, do a little research and find out which platforms your competitors and target audience are using. After all, it’s not really productive to spend a ton of energy creating content for Pinterest if potential leads won’t even see it. While it’s great to have as many eyes as possible on your content, don’t stretch yourself too thin. Repurpose content where you’re able, and forgo platforms that are unlikely to generate leads.


Are you interested in improving your B2B lead generation efforts? Our team of experts at Relevance Advisors has the experience and the tools you need to succeed. Reach out today to learn more about how we can help you generate business leads.

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