B2B lead generation has never been an easy task. Increased competition for the same customers has made it even more challenging in recent years. While many gurus will try to convince you that good lead generation requires age-old tactics, this isn’t always true. Sometimes, moving outside the confines of traditional B2B marketing can actually be just the thing that sparks lead generation success.
If you’ve found B2B lead generation difficult and are looking for inventive ways to find potential buyers, this guide is for you. Keep reading to discover a few new lead generation methods you can try.
7 Ways to Improve Your B2B Lead Generation
B2B lead generation can be challenging. Employing a few fresh tactics can help you overcome your obstacles and increase your sales in 2024. Read on to discover seven ways to create better B2B lead generation strategies and hit your goals in the coming year.
1. Create Content That Resonates
Ultimately, success in B2B sales lies in your ability to solve problems for the business you’re selling to. Before selling a product that can solve a problem, consider offering your prospect a piece of content that can help them do the same. If they are getting value from something you offer them for free, it can definitely generate more interest in your paid offer.
2. Don’t Forget to Consider Social Proof
People — including those who work for businesses — want to buy from those they know, like, and trust. Social proof builds trust with prospective customers by showing them how your product has already produced results for others. You can add and share positive reviews on your website or social media feeds but don’t neglect the power of having testimonials on third-party websites like G2 Crowd.
3. Distribute a Free Tool
If your company is in tech or a tech-adjacent niche, consider building and distributing a free tool to use as a lead magnet. Many B2B prospects are eager to try products before they buy to see whether they will provide them with the value they expect.
Giving them a glimpse of that value in the form of a free tool can be enough to push them in the right direction. It also gives you an excuse to collect their contact information so you can get them in your sales funnel.
4. Leverage Your Case Studies
Case studies are like in-depth testimonials. They go into detail about how one specific company used and benefited from your product. Case studies are an effective lead generation tool because they cater to buyers who have one thing on their mind: the return on their investment. Your case studies will give them the tools to assess whether your product is right for their business based on the results you’ve generated for others.
5. Consider Publishing Original Research
Original research serves several different purposes for B2B lead generation. First, it proves that your product can significantly impact others when used either at scale or with a small sampling of the right businesses. It also positions you as a thought leader in your niche.
With original research, you can potentially garner media attention from trusted outlets. You can then use this coverage to establish yourself as a trusted authority, which makes B2B customers more likely to buy from you.
6. Make a Few YouTube Videos
Google is the most popular search engine in the world. YouTube is a close second. Of the millions of users on YouTube every day, some of them are bound to be B2B customers looking for a product like yours. YouTube videos allow you to showcase your product and allow prospects to see it in action before they buy.
Use Long-Tail Keywords to Your Advantage
While it’s important to go after keywords with high search volume, B2B marketers need to realize that long-tail keywords have value, too. This is because highly specific keywords have a unique ability to zero in on intent. If you go after keywords with lower search volume but higher buyer intent, you may be able to boost your qualified leads and sales.
It’s Time to Start Thinking Outside the Box
The business landscape is more competitive now than ever. For those wanting better B2B lead generation results, innovation is key. While some time-tested strategies will always work, truly stellar results await those willing to go the extra mile and try something new.
If you’re not seeing the success you want, don’t be afraid to try a different tactic. Who knows? You just may stumble onto a gem that helps you finally generate the leads and sales you long for.