What B2B Marketing Channels are Best for Lead Generation?

For B2B, lead generation is not about chasing a "special technique" which results in a lot of leads. Instead, building your business ' best lead generation strategy is more about understanding tried and tested channels, and finding the most efficient combination of tactics for your unique goals.

A professional B2B marketer should understand the various complexities, budgets and demands that are characteristic of each channel of lead generation.

The broad range of B2B marketing channels keeps rising year after year. It would be easy to see how any B2B marketer would get overwhelmed.

Each B2B marketing channel can differ with your target audience in terms of its effectiveness, depending on the industry. For your business, some B2B channels may work better than others, but that is where optimization and testing come into play.

And some of those channels on which you could always rely on eligible leads, high conversion rates, and big ROI might not be as reliable as ever.

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What Are B2B Marketing Channels?

We know that B2B marketing refers to a market where companies are the buyers of goods and services from other companies. B2B marketers use several of the channels to maximize returns, in order to attract interest in those goods and services.

Here is a list of the most common B2B marketing channels:

1. LinkedIn (Post, Messages, Sales Navigator, Connection Requests and Follow-Ups)
2. Cold Emails
3. Cold Calling
4. Multi-Touch Approach
5. Facebook Group
6. LinkedIn Group
7. Online Communities like Quora
8. Online Forums
9. Twitter Outreach
10. Instagram Outreach
11. Facebook Outreach
12. Facebook Pixel
13. Retargeting Ads
14. Conduct Webinar
15. Write an Ebook on Amazon
16. YouTube Podcast

But which channels are best suited for lead generation?

B2B marketers work with more budget than ever before, meaning they have higher expectations for revenue growth.

Top-of-the-funnel metrics aren't as important as they used to be and now the focus has shifted to revenue-based quotas and leads quality over lead quantity.

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Why Should You Use B2B Marketing Channels for Lead Generation?

There are several reasons why B2B companies need to shift their attention to towards Digital B2B Marketing Channels:

1. Cost-Effective

You can get a bigger value for your money relying on emerging B2B marketing channels as compared to traditional advertising or field marketing efforts. To help you get the most out of your B2B digital marketing at a higher exposure rate, you can easily monitor your spending and change on the move.

2. Easy to Track

You can track every click, every visit, every conversion and every dollar spent, thanks to Google Analytics. This brings you in the pilot's seat to optimize your budget and campaigns for better ROIs.

3. High-Quality Leads

The advantage of using digital marketing channels is that it helps you to meet customers who are already knocking your tires online. Instead of converting your money to people who are actively looking for your services or products, instead of banking on broad general awareness strategies.

4. Brand Awareness

Digital marketing also helps your brand appear higher in search results for keywords and business-related phrases. Through PPC and SEO efforts, more people can see your business, rather than being locally limited by paper-driven marketing and old school tactics.

5. Quick Returns

There are many digital marketing channels that can work quickly, so they can be great options if you're looking to boost web traffic, leads and revenue fast. For example, in just a few hours, PPC advertisements will begin to bring in quality leads. PPC also helps you to refine and improve your tactics based on the data that you are gathering when you start reaching more potential clients.

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Top B2B Marketing Channels for Best Lead Generation

1. LinkedIn 

(Post, Messages, Sales Navigator, Connection Requests and Follow-Ups)

In terms of connections with technology advancement, the world has come together. That has a big impact on lead generation for B2B companies. This basically means that company leads are becoming increasingly difficult to get through. The trend continues, with the social pool shrinking.

To survive and thrive in a connected world, B2B businesses need to be creative about where to get their leads. For most of them, a successful marketing strategy integrates social media marketing across a variety of channels. LinkedIn is one of the B2B lead generation channels with the most common use.

LinkedIn B2B Lead Generation Best Practices

(i) Send Personalized Messages

Sending a personalized invitation immediately starts the business relationships by showing the person they were worth the few seconds it took to write an introductory message for them. If you include a personalized message, letting the person know why you think both of you would benefit from being connected, then the response rate will increase. So even though these are cold prospects that don't know you would usually approve the request for a connection from you. And like that, you now have a pool of strong potential customers to start working through the rest of your lead generation.

(ii) LinkedIn Sales Navigator

LinkedIn Sales Navigator makes it easy to find and create leads on LinkedIn. By narrowing down users in search and using essential filters including keywords, geography, business, title, tags and so on, this tool makes it easy to reach your target audience. The sales navigator feature is beneficial for any business with a sales or marketing team because it has the ability to send a number of requests for connections.

(iii) Connection Requests to Build a Network

Having plenty of connections on LinkedIn is essential but the biggest mistake marketers make on this platform is trying to get the most connections as soon as possible. The problem is low-quality links won't generate leads. You're only going to get legitimate business opportunities from high quality, suitable connections. The more important the connections are, the more likely they will share and engage with your stuff, making sure they will see more of their connections as well. It lets you expand your presence on LinkedIn organically, instead of being ignored by the same group of uninterested individuals. Quantity is important but quality should be preferred

(iv) Consistent Follow-Up

Follow-up emails are the most important type of email that you should send to keep a track of sent messages to generate leads, to build a relationship with the prospect, so tracking system enhances communication and they are the most effective in addition. It is important that you have an organized process and systematized method to use to achieve the best results for your follow-up strategy.

(v) Create Thought Leadership Content 

The expression "thought leadership" has become an overused buzzword in recent years but the concept behind it is important for people to notice what you have to say, you need credibility and people want to listen to B2B brands that have innovative ideas. 

When creating "how-to" content, make sure you're offering ideas that people haven't heard 100 times before. In reality, you might even want to rethink the "how-to" format completely and strive for something a little more creative.

In fact, businesses want to partner with brands with the experience and foresight to see where their industry is heading. Trends are rapidly changing in all sectors these days, and business minds are listening to industry experts who can help them plan for what is to come.

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2. Cold Emails

Cold email outreach is a useful technique to attract the right candidates to come forward.

Cold email is a method of approaching someone who is curious about your business and offering your services or product, asking them to take the initiative or even simply inviting them to have a coffee or a phone call.

Cold Emails Best Practices

(i) Keep Your Subject Line Short

Subject lines are the preview pane of the email. Excessively long subject lines kill the interest of the recipient and prevent them from opening & reading the emails. There is no magic number but there is a decent thumb rule somewhere between 30-45 characters.

(ii) Make Your Subject Lines Exclusive

Limited-time flash sale bid, countdown or "just for you" subject line is expected to work well because we are all too worried about missing out. Just make sure you're authentic, don't say it if it's not very time-limited or exclusive, otherwise, you'll lose your confidence.\

(iii) Have a Compelling Opening Line

The subject line may give you an open phrase, but it's the opening sentence that persuades the recipients to keep reading. It should be an extension of your subject line, and interest in zesty and inspiring readers to start. Make your opening line about your beneficiaries.

(iv) Finish your email with One Call-To-Action (CTA)

One email should include a call to action. No more, and no less. Each message you send to your receiver should have one and only one thing to do: watch a short video, schedule a free demo, share a connection or resource.

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3. Cold Calling

Cold calling is the act of reaching out to a potential lead before specific interest in your product or service has been expressed. Sales reps use cold calls to identify new opportunities and keep their sales pipeline still full of leads.

The key to the success of calling cold is to always be prepared. Save time and money from getting-go by constructing a targeted prospecting list. Prepare for your calls by planning what you will say in advance, and invest in the tools you need to stay organized and effective.

Cold Calling Best Practices

(i) Trust Your Offer

You need to have something to offer when you call, in exchange for the attention of your prospect. If you can offer something relevant to the interests of your potential customers and your own products or services, you'll do your best. Share these with your prospects if your company already creates insightful white papers, webinars or uses cases.

(ii) Reduce Distractions

Cold calling isn't easy when you are constantly pulling your attention in different directions. When you're sitting down to a cold call, just concentrate on that. Turn off your phone, have your coffee before you start, instead of thinking about getting up to make it ready, shut the office door to let your colleagues know you're busy, and silence alerts from social media. Reflect on your targets by making a number of calls, and look out for your prospects.

(iii) Be Concise

Do not annoy people in a cold call or email with too much detail. Too much detail will cause them to lose interest, or they will become confused about what you are providing actually. Be concise and tell them to the point, you can send them additional information by email and give them a simple overview of your company, the product or service that you are offering and why it benefits them. For best results keep it short and sweet.

(iv) Be Confident & Polite

When on the line the best way to smile is by being relaxed and polite. It may seem strange, but scientifically, smiling while you're talking over the phone can lift your cold calling game because it makes your voice as vibrant, confident and friendly. Smiling also gives positive vibes, so it is much more likely that the receiver will listen and engage with your voice and give you time to explain your business. Never come across on a call or via email as rude or pushy, and if someone says they aren't interested, you need to respect that.

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4. Multi-Touch Approach

There has long been around the concept of multi-touch lead generation approach. This specifically refers to the idea that multiple "touches" contacts would eventually result in a professional lead generation through email, social media platforms such as LinkedIn, Facebook and Twitter.

Mix the stimulation with variety and continuity of approach to yield results. The ability to act on certain touchpoints is also a motivating force for leads and this freedom is a long-term boon for businesses with the right approaches. The multi-channel prospects are spending 3x–4x more than the prospects of a single channel.

With a lead generation multi-touch approach, you can schedule and forecast marketing expenses, speed up the pace of the lead generation funnel and streamline your marketing strategy as well.

B2B marketers profit more than ever in making their campaigns more successful and effective. The multi-touch approach is one of the best methods to help B2B marketers become more accurate and measure the effectiveness of their campaigns throughout the customer journey, meet the right potential leads and engage them.

The multi-touch approach produces higher responses. When you see you on multiple channels, your target audiences are more likely to respond. This improves the chance in less time to get a good prospect.

Multi-touch Approach Results in Highly Targeted Leads As with multi-touch approach, at the beginning you choose who you want to target and you can specify who you want to target online ads. As a result, the responses you get match your target prospect profile perfectly.

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5. Facebook Groups

For your business, Facebook Groups are a viable and potentially important way to grow leads over time. Open to all Facebook users, a company should concentrate on engaging a specific niche-focused private community that significantly increases opportunities to build a relationship of trust with that audience that leads to repeated sales. 

Facebook groups are a great way to connect with people from the same area, school, job, etc. who share a common interest. You decide who sees what you post by creating a Facebook group.

There are millions of people in Facebook Groups & Billions are part of those Facebook groups. Now when so many people have joined these groups, here comes an opportunity for you to show them your company.

Facebook Groups Lead Generation Best Practices

(i) Use Images

Choose using images while sharing your Facebook posts in groups. That way your post becomes more catchy.

(ii) Do Not Post Over Post

Avoid posting too much. Ensure that you post once or twice in a Facebook Group in a day. Else that group's admin could ban you for too much posting.

(iii) Post Relevant Stuff

Do not post irrelevant stuff otherwise Facebook may consider you as a spammer & it might block your account.

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6. LinkedIn Groups

Each modern marketer knows how important it is for your company and or B2B businesses to have a social media presence. LinkedIn is by far the most powerful platform for B2B lead generation.

In addition to posting information on your company website, there are thousands of LinkedIn groups on a variety of topics where professionals go to gain insight and connect with the industry. These groups offer companies a great opportunity to put themselves right in front of potential leads and engage directly with them.

Unfortunately, LinkedIn groups are neglected by far too many marketers in their marketing strategy. A big reason why LinkedIn groups are left out is that businesses don't understand how to properly use them, but with the right strategy in place, you'll quickly find that LinkedIn groups are a key component of lead generation for your company.

LinkedIn Groups Best Practices for Lead Generation

(i) Be Educational, Not Promotional

You should ensure that all information posted by you in LinkedIn groups helps to inform its members. Within LinkedIn groups the key to getting the audience to listen is to be supportive, not just self-promotional. Since many groups have specific rules about advertising messages, you need to make sure the material you share is relevant to the community.

(ii) Be Relevant

Through sharing community-related content, you'll attract more eyes and clicks that are helpful rather than spammy around. In this way, you will be seen as a successful group member, not just someone who is looking to gain leads. Such engagement will build confidence with your leaders, and lay a strong foundation in the future should they convert.

(iii) Customize Your Message for Each Group

When you contribute to a set of related groups, there are chances that some members would overlap between groups. To avoid sounding like a robot, balance the way you post in each group based on the group context, the type of content people post and the group's overall "tone." By doing so, the message will resonate more directly with what the group members want to hear, and increase your chances of attracting clicks and shares. 

(iv) Send Direct Message to your LinkedIn Group Members

Another way to engage your target audience is to send the links to your LinkedIn group members via a direct message. Please refrain from any hard-selling strategies, again. Subtle approach to continue the discussion. Some people could be listening. Respond promptly to them with relevant information or data they request. Try to build relationships, win their confidence and maybe when you think the time is ripe you can slowly get into the zone. It will help you create B2B Sales Leads by posting valuable content on LinkedIn groups. Nevertheless, you need to know the limits that will help you find yourself in the safe zone.

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7. Quora

Quora is an out-of-the-box way of connecting with potentially easy and free clients. You can use Quora for B2B lead generation with a little strategy and application, and expand your customer base. Did you realize it's easier to sell to someone who wants to buy something? If you answer a relevant question on Quora with a little plug for your services thrown in, you're selling the assistance you have to give to someone who has said they need it.

These are warm leads, and they're more likely to take action whether it's clicking your connection or reaching out to you, than someone who hasn't shown any interest or need for your services.

Quora Best Practices for Lead Generation

(i) Optimize Your Profile 

Quora profiles are designed to have similar features to LinkedIn. The qualifications you apply to your profile are meant to demonstrate your ability to answer questions. When you offer advice to someone who has marketing concerns, for example, make sure that your profile represents your marketing skills. Attach something important to make your profile slightly more legit. Components such as schooling, work experience and special attributes may be added.

(ii) Answer Industry-Specific Questions

Your services offer a problem-solving approach. To find customers, you need to find companies that are facing the problem. The big part about Quora is you don't have to worry who faces those issues. At the top of the screen there is a little search bar which you can scan for keywords and questions.

Find any common keywords that may be discussed by your ideal client about your services or problems. You can search through questions and find those you feel confident that you will answer and offer your services without being spammy.

When you answer the questions, the answers are there in the future for all to see and study. Those who have the same issues will find your answer as they look up to them.

(iii) Engage with Other Business Owners

Your company represents other businesses so you'll want to interact with other business owners. You may follow users who are experienced in the areas with which you wish to work. Quora's "Spaces" function is excellent for that. The Spaces are communities that users engage in to connect and exchange relevant information. This kind of surrounding is potentially full of warm leads.

Other users can upvote, comment on and share content. Not only could you get familiar with your name by engaging with other business owners, it also helps you score points on your profile that give you a little more legitimacy.

Provide valuable insight, when you participate. Do not submit fluffy responses or responses which only promote your content. When you add value to the customer, if the opportunity arises, they are more likely to hire you for your services.

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8. Using Online Forums for Lead Generation

Forums have had a longstanding terrible reputation of using them for SEO. Most forums usually contain no-follow links and can be difficult to exploit as simply a tool for building links as they have in the past. Nonetheless, although they seem rather antiquated, forums are still commonly used and interpreted for many niche audiences and provide the ability to play a major role in the generation of lead outside the traditional use of links. Start by selecting the ideal forums where you can give credibility as well as further insight.

Instead define conversations where as an expert you can add insight, but don't start posting links to your material from the get-go. Let users and administrators see you are there to bring value to the community and not follow a self-serving agenda

Forums Best Practices for Lead Generation

(i) Blog Comments

You can start discussions anywhere where people can post comments. Depending on privacy policies, you may be able to take a public thread to a one-on-one conversation on many websites that target specific occupations or industries particularly professional association sites or industry publications. Following related blogs in your business, the marketing, sales and service teams will then be able to engage with other readers.

(ii) Article Submission Sites

Even if you don't have a website, you'll still benefit from your effort in the marketing of content, since the directories of articles as well as website owners who reprint your article in their websites will act as your site. Since your articles come with an author bio box as noted above, you can include your contact details such as office address, contact number or email address instead of links to your website to allow potential customers to contact you.

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9. Twitter Outreach

Twitter has proven to be a great tool for generating leads and promoting your company through social media networks. You can use Twitter for pretty much anything. You can launch a political campaign, start a non-profit hashtag movement, spy on your rival, track your long-lost friend out on a single open forum, it's a world of opportunities.

It is no wonder that, over the years, people have turned to it for professional purposes. Prospecting is one that has been somewhat controversial, with some claiming that it is too simple and cluttered to establish long-lasting business relations.

Twitter is being used as a tool to create communities these days. For lead generation people use Twitter to find new clients and customers for our companies. And it's also grown into an educational tool to expand our awareness.

Twitter Lead Generation best Practices

(i) Write a great Twitter Bio

Even though when you write your Twitter bio you only have 160 characters to work with, you still want to make an impact. This is your chance to explain what you are all about to other people, so that they can determine if you are someone they would like to follow

It's critical that you make your profile highly discoverable when using Twitter for lead generation. And one way of doing that is to integrate important keywords and hashtags into your profile. This way, whenever someone searches on Twitter for one of the words or phrases, you'll probably come up with their search results.

(ii) Have a Dedicated Landing Page for Visitors

Another great option for those visiting you via Twitter is to create a specific landing page. This is a chance to give an overview of who you are, what you are doing and how you represent. Plus, you can include links to your opt-in newsletter, products or services, or anything else you think may be of interest to people.

(iii) Pin an Irresistible Tweet Your Target Audience

Far too many people on their Twitter accounts forget about this very valuable piece of property. The pinned tweet is one of the first things that a visitor sees, so make sure you use it in an appropriate manner. If you are currently using Twitter for lead generation, think about a specific goal through the network you'd like to achieve. Looking for more email subscribers? Use this area to get your opt-in promoted. Do you have a new offer which you sell? Post this here! Check it out and see what is the best response for your target audience.

(iv) Join Twitter Chats

Please join a Twitter chat if you want to have fun and learn something or two while using Twitter for lead generation! Although chats aren't the time to promote your company, it's time to meet and interact with new people. And that will eventually increase the likelihood that you might find potential clients and customers.

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10. Instagram Outreach

Instagram has become an unimaginably versatile platform for people and companies alike to care for. 

The business model of Instagram started out as something simple and intuitive forum for sharing photos that people could appreciate and follow. We should have realized that the secret of its multifaceted success lies precisely in that simple simplicity.

Instagram Outreach Best Practices

(i) Use Stories

Instagram Stories can also be used to illustrate the company culture. It's a great way to show the content' behind the scenes' that will create basic human relatability to your brand. You can start with a few brief personal testimonials from key team members. In the 15-second snapshot format, that definition will fit really well.

(ii) Create Excitement With Photos

Instagram is a perfect tool for creating a sense of suspense. If you are about to launch a company, product or service, you can start a photo campaign with a teaser to hint at what is to come. The project's glimpses of behind - the-scenes footage and images will help to fuel the imagination of the viewer and create anticipation.

(iii) Partner with an Instagram Influencer

Influencer collaborations can be an effective strategy for the new generation of Instagram leads.  Choose an influencer that has a strong brand reputation but overlaps only minimal followers. This will ensure the collaboration reaches new and leading prospective followers. Honesty is also essential. If an influencer has their fans ' trust they might have more power to sway them than you do especially if you've got a young company.

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11. Facebook Outreach

It isn't impossible to generate B2B leads on Facebook. Facebook is often believed to be a B2C only site, but B2B companies may actually use Facebook to reach just about any possible buyer-person, finance practitioners, marketing executives, app developers, startup founders.

One of the reasons Facebook is often underestimated by B2B marketers is that LinkedIn and Google have established themselves as the pioneers of the B2B lead gen. Yet Facebook is the world's most popular social network and business decision-makers spend 74% more time on Facebook a day than most users on the web do.

Facebook Outreach Best Practices

(i) Use Facebook Live

Facebook Live is a social network program on Facebook that uses the camera to stream video on a computer or mobile device to users in real time. Live audiences will decide who will be able to view their video on Facebook and use that material to engage their audience in their moments and activities.

(ii) Start a Contest

Starting a contest or lottery on your Facebook page is one of the best ways of getting users involved in your content. Who after all does not love free stuff? Running a contest that invites people to comment on your post can really improve your organic reach. Allow users to communicate, preferably through comments, with the contest post. The best way to show the Facebook News Feed algorithm that your content is engaging is to encourage people to vote on your contest, and thereby increase your scope.

(iii)  Ask Your Followers to Turn on Notifications

The best way to increase your organic reach on Facebook is to work with Facebook's algorithm to get your posts to the top of the News Feeds for your followers. But what if there was a way to ensure your followers saw all of your posts without the intervention of the algorithm? There's a setting your followers can choose on your Facebook page to ensure they see everything you share.

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12. Facebook Pixel

If you're using or even thinking of using Facebook ads, that's just the price of information for you. Not many will know what Facebook Pixel is capable of. Using Facebook Pixel, you'd definitely get incredible results as it can help you get the most out of your social ad budget.

Essentially Facebook Pixel is a code that can be displayed on a web site. It has been disappointingly overlooked and undervalued for some time now. This lets the users monitor conversion using the data it collects. You can easily track users by simply placing and activating cookies, as they communicate with your website.

The most basic reason for setting up the Facebook pixel is to do better marketing. You can easily improve the advertising and be more effective in targeting the audience. The main benefit is that it helps you to enjoy an increased conversion rate for Facebook ads with more ROI.

This can be explained by the simple fact that you get important data from Facebook pixel which can be used to improve the performance of your ads. If Facebook ads are not being used it has proved its worth.

When the Facebook pixel is placed in front of an ad, it helps save time when the ad is eventually created.

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13. Retargeting Ads

Despite the perception that retargeting is best left for ecommerce companies, targeted and retargeted ads for B2B companies can be powerful lead sources. 

If your lead generation strategies are not yet retargeting ads, there is much to benefit by integrating targeting and retargeting into your media mix. Like other B2B marketers, the display can be leveraged to drive relevant traffic and generate more leads.

One of the most useful applications for B2B marketers to retarget is enhancing lead generation. Retargeting is the perfect tool for B2B marketers because it can help you stay for more time than normal purchasing intervals in front of leads.

Retargeting offers products and services multiple opportunities to remain in front of the viewer and maintain the brand's new and crisp face. Potential buyers are more likely to conduct an extensive investigation with whatever options they have. Retargeting's job is to keep your brand on the frontline while the assessment is being done by the potential buyers.

Next to creating brand awareness, generating more leads is also a great avenue. Dedicated marketing tools can already attract an audience to themselves. In the midst of a long sales cycle, this strategy allows you to keep during touch with able prospects.

14. Conduct Webinar

For B2B marketers webinars have become powerful tools. Research shows that 73% of B2B marketers believe webinars are extremely important in producing leads of high quality. Webinars hosting often adds value to existing customers or potential customers when mining golden leads. Webinar platforms include many features that help you better connect with your audience. A more personalized communication translates into a stronger trust-infused partnership.

Webinars can help you reach out to a specific and narrow client niche. Therefore you can concentrate more on the right types of customers. Interactive sessions help to raise questions for the participants. This offers you valuable insights into what your customers expect from the products or services you offer.

One great benefit of hosting webinars is that you can view yourself as a pioneer in the industry. You will exchange valuable information while attending webinars. If your content adds value along the way, the visitors will get a great first impression.

15. Write an Ebook on Amazon

Making an eBook for your company is one of the best ways to generate leads and make potential customers more conscious of the brand. In fact, 65 percent of today's B2B businesses integrate eBooks into their marketing strategies on content.

To allow in-depth, informative content to be disseminated, eBooks empower companies to communicate with a target audience based on their particular stage of the buying journey.

While providing useful business advice, troubleshooting, product details, case studies, or full service overviews, eBooks can be used to discuss everything from product components to client best practices.

The eBooks are a perfect trap for gold. These are thorough, offering something concrete to your leads beyond a basic cheat sheet or checklist, and they are also cheaper and more likely to hit a wide audience.

Ebooks are a great content marketing tool for gaining new leads and transforming current prospects. Marketers use them as a way to communicate profoundly with their target audience. Ebooks educate customers, build leads and gain traction.

16. Podcasts

Most organizations are reluctant to start a podcast as they don't know what the return is. A podcast can be an open entry point for potential clients to start interacting with your brand. It's then all about taking the right steps to move them along the buyer's journey-turning listeners into leads, and leads into customers.

Podcasts are rapidly becoming a key toolkit strategy for the marketer. They are famous, easy to create, and provide your audience with a critical channel straight away.

Through creating content that will dive into the issues and desires of your audience, you offer actionable takeaways that they can appreciate. This is the crux of creating value in your podcasts, producing episodes that appeal on a personal level to your listeners.

I hope you have got some value out of this content :) if you are looking to generate new leads & customers for your company, please feel free to reach out to me on [email protected] or message me directly on LinkedIn. I work with businesses in United States mainly.