How to Generate B2B Leads in 2020

New leads are the lifeblood of your company. When you’re running a B2B company, each new lead could represent a huge amount of revenue. Because of the disproportionately large amount of work that usually goes into finding new B2B leads, lead generation is one of the most frustrating activities you can do!

It’s time to get ahead of the market and learn how to work smarter at finding leads. Here are some ideas on how to generate more leads in the B2B space.

B2B Lead Generation Ideas

#1. Utilize LinkedIn

LinkedIn is already a great place for B2B connections, but certain features on the platform make it easier to generate and track leads. You can add CTAs at the end of posted content, then track who has interacted with those CTAs. This allows you to get a list of leads who are interested in what you’re offering in your content.

Posting regularly on LinkedIn, whether in groups or your own feed, can help attract more attention to you and introduce your company to a larger audience. This is a useful platform for B2B marketing especially, so you should learn more about LinkedIn and how to put their features to good use!

#2. Focus on SEO Results

SEO for your company website is one of the top sources for B2B leads. If you don’t have an ongoing SEO strategy, you could be missing out on a lot of new leads in your industry. These are leads that search for what you’re offering and land on your site without you having to do any searching for them.

For lead generation, focus on a broad range of related industry keywords, as long as they’re all relevant to your business. The more targeted content you can create for a broader range of people, the more leads you’re likely to generate.

SEO is a long-term strategy. Don’t expect results right away. It can take anywhere from three months to a year to start seeing positive results, no matter what kind of SEO strategy you’re using. In a competitive industry, if you’re not using SEO, you’re going to get left behind.

#3. Personalize Your Messaging

Leads are not all in the same stage of the buying cycle. If all your lead generation efforts are aimed at people who are starting from zero, or at those who are ready to buy right away, you’re likely to miss out on leads who are somewhere in the middle.

Leads may be doing initial research, late-stage research, quote comparisons, product comparisons, or just putting out some feelers when they first interact with you. Your ads, messaging, landing pages, opt-in forms, live chat solutions, and other media needs to be directed at people in different stages so you can take advantage of leads with different needs.

Having a rough idea of who your target audience is, who they are and where they hang out can give you a headstart when it comes to personalization.

For example, you can write up different PPC ad copy to appear with various keyword searches, based on potential buyer intent. This difference in ad copy will help you target the appropriate audience where they are, rather than casting a broad net and hoping for the best.

#4. Host Webinars

Webinars are a great lead magnet because they offer a limited-time value proposition. If you host a webinar on a valuable topic, you can bring in your customers and give them content that helps them to make a buying decision.

Leverage content that’s attractive to your potential buyers. Remember that content needs to be targeted to the pain points that matter to leads. If you’re using a webinar as a lead magnet, it should be geared at providing tangible value that shows them what they would gain by working with you.

Every webinar should be accompanied by a solid CTA. Just because people register for the webinar doesn’t mean they’re solid leads. Engaging with your CTA makes better leads than simply registering for the event. Design the webinar to revolve around the value you’re providing, leading up to a well-placed, compelling CTA. Engagement from that gives you a list of hot leads to follow.

#5. Don’t Neglect Email Marketing

Email marketing feels like something that was only relevant in the ’90s and early 2000s, but it’s actually just as useful today as ever. Email marketing hasn’t lost its relevance unless you’re doing it wrong. If you revamp your email marketing, you can create a fantastic lead generation funnel that does all the work for you.

Automate your email marketing as much as possible. Have automated opt-in lists, CTAs in emails, lead magnets asking for email list opt-ins, and anything else you can do to draw the right people in. With your list ready, create personalized, valuable, engaging content for people in different points along their buyer’s journey. Your emails shouldn’t be focused on just advertising who you are, they should be addressing pain points and offering viable solutions.

Do whatever makes sense to add to your email list. Then, set up automatic welcoming messages and relevant flow of content to keep leads engaged in the long run. Email marketing is one of the few things you can do to keep a cold lead interested and potentially get them back into a buying mindset again over time. You may get a mixed bag of hot and cold leads, but once you’ve set up your automated email marketing strategy, it’s one of the best activities for high ROI and low efforts.

 Lead generation is never easy, especially in B2B industries. In 2020 it’s just as difficult as it’s been for decades. You need to know the best ways to get ahead in your space today. It’s time to give up outdated lead generation strategies and jump head first into your new plans!  

About the Author:  Georgi Todorov is a digital marketer, specializing in Outreach strategies, International SEO and Influencer Marketing. He recently started his own blog about digital marketing called DigitalNovas and joined GetVoIP to provide his marketing expertise.

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