Buyer behavior continues to evolve at breakneck speeds, making B2B lead generation a difficult feat. In fact, a HubSpot report indicates that 63% of marketers believe B2B lead generation to be their biggest challenge.
Generating high-quality leads can be expensive and time-consuming. Thankfully, there are B2B lead generation strategies you can implement even when you’re on a tight budget.
- Upgrade to HTTPS
Google now shows a “not secure” warning for any non-HTTPS site that asks users to provide any kind of information including login details, credit card information, or even a name or email address.
Upgrading to HTTPS won’t directly bring you more qualified leads, but it will prevent you from losing potential customers just because your website is deemed unsecured.
- Network on LinkedIn
Multiple studies have shown that LinkedIn prevails as the leading social media platform for B2B companies. In fact, marketers claim that 80% of B2B leads come from LinkedIn.
So, make sure your company page is up-to-date and complete. Post updates regularly and shares insightful and informative content. Search for people and companies who fit your target market and join groups where you can connect and reach out to potential buyers. Expand your network beyond just adding connections by sending them meaningful messages. Read their posts, write thoughtful comments, and provide valuable advice.
- Incentivize Word-of-Mouth Referrals
Yes, we’re in a digital age where we can get most of our B2B leads through online strategies. But, word-of-mouth referrals are still highly valuable.
According to reports, 92% of B2B buyers trust recommendations from friends, family members, and peers more than any other kind of marketing. The same study also reveals that 69% of B2B marketers with a solid referral program close deals faster. Besides, it’s a well-known fact that satisfied customers are the best brand ambassadors there could ever be.
If you don’t already have a referral program, create one that offers worthwhile incentives that can also help you strengthen your relationship with the customer.
Moreover, if you know that you’re providing excellent customer experience, then don’t hesitate to ask your happy customers to send some business your way if they know other companies that need your products or services.
- Boost Your Business Blog
Content marketing remains to be an effective digital strategy for B2B businesses. Companies that consistently publish informative and helpful blog posts get 67% more leads than those that don’t.
Be sure to personalize your content according to your target market and buyer persona so that it directly communicates value. Create content that delights and educates your prospective buyers to encourage them to engage with you and consider you a thought leader in your respective niche.
Experiment with different types of content beyond the regular blog post such as downloadable eBooks, videos, printable worksheets, case studies, infographics, and more. The important thing to keep in mind is to test which ones work and which ones don’t.
- Host Webinars
Live events, conferences, and seminars are still lucrative B2B lead generation strategies. But, with the advent of digital, it’s crucial for businesses to be able to reach out to their target markets in a more convenient manner. Moreover, people aren’t so keen on spending for live events too much when they know they can attend webinars instead and save on business costs.
A 2016 survey revealed that 92% of webinar attendees downloaded the presentations and 81% asked the presenter a question. The numbers clearly show that webinars present marketers a great opportunity to highlight the value of their products and services while providing education and training, thereby generating high-quality leads.
B2B lead generation can be costly and time-consuming. But, there are strategies you can implement that don’t require you to shell out thousands of dollars.
Johanna drives the product and data strategies at PureB2B. She’s a two-decade veteran of the online publishing, B2B demand generation, and technology media markets. When not in the office, Johanna enjoys her family, fitness routines and reading self-help books.