When it comes to B2B marketing campaigns, there is no one size fits all approach. As a marketer, you continuously hunt for more leads and devise strategies to get those leads. But it is not enough to reach people with your B2B marketing communication. You need to use the right channel and develop a holistic strategy that turns leads into clients.
A lead generation campaign is a tried and tested way to get high-quality leads. However, different approaches and channels work for different businesses. But before going deep into what channels to choose, let’s talk about B2B lead generation first.
What is B2B Lead Generation?
B2B lead generation refers to attracting and converting web visitors and prospects into qualified sales leads. These leads are then passed on to the sales team to nurture and hopefully convert into customers. B2B lead generation can be done through various channels, including social media, email marketing, content marketing, and events.
The goal of B2B lead generation is to generate a high volume of qualified leads that can be efficiently passed on to the sales team and to identify potential customers who are likely to purchase the company's products or services. Some best practices for B2B lead generation include creating compelling offers, using lead magnets, and personalising the lead generation process.
Now you’ve understood what a B2B lead generation campaign is, let’s talk about what channels work best for the same.
Best Marketing Channels For B2B Lead Generation Milestone
One shouldn’t be surprised to see LinkedIn here. LinkedIn is an excellent platform for B2B lead generation campaigns for several reasons. First, it has a large and active user base of professionals, making it easy to reach your target audience. Second, it offers many targeting options, allowing you to narrow down your audience by industry, job title, company size, location, and more.
Third, it has robust analytics tools that can help you track the performance of your campaigns and make data-driven decisions. Furthermore, it offers a variety of ad formats, including sponsored content, sponsored InMail, and display ads, which can help you effectively reach and engage your audience. It also has several integrations with other marketing and sales tools, making it easy to track and manage leads throughout the sales funnel.
Different LinkedIn lead generation tools you can leverage to generate high-quality leads
- Dynamic Ads: Dynamic ads allow businesses to create custom ads for each stakeholder based on their profile data.
- Leadgen Forms: Instead of asking users to click on a landing page, lead gen forms are the best option to turn your ad into a lead-gathering form.
- Outreach & Other Platforms: While LinkedIn is an effective channel, integrating other tools and platforms is an impactful performance for incredibly qualified leads.
2. Facebook Lead Ads
One might feel surprised to see Facebook as a business-to-business marketing platform for the lead-gen campaign, but it does provide impactful results. As per research by Forest and Sullivan, 91% of B2B buyer searches are carried out on a mobile device. That means Facebook could help you gather some valuable leads.
In just two taps, Facebook lead ads enable your prospects to sign up for offers inside a mobile interface. However, one should note that Facebook ads are not designed to replace your landing pages. While it helps you capture the lead, landing pages are still necessary to get leads from organic search and PPC.
Top B2B Marketing Strategies
1. Mapping Out Customer Journey
As a leading author, Julian Hillerbrand, said, “Personalised marketing and advertising is not about sales. It’s about building a relationship with the customer.” Understanding buying cycles of customers is essential when you create lead-generation campaigns. While buying cycles vary, an average buyer goes through common steps, like the realisation of the problem they have, options, decision-making, and purchasing solutions. As such, you need to design your lead generation campaign to target each of these stages.
2. Compelling Value Proposition
Now that you know your target audience, it is time to tell them about your brand. This needs to be done with a smart and compelling value proposition. Explain how your solutions stand out from the competitors with a strong value proposition, especially with intuitive communication. Here are a few things you could do.
- Listen to your customers, study buyer persona, and understand what value means to them.
- Do not clutter your hero communication; keep your value proposition simple and straightforward.
- Reinforce your value proposition through repetition across various marketing channels smartly to create brand recall.
3. Optimise Pricing
Lastly is pricing, where your customer knowledge and value proposition align. The best way to crack this aspect is to offer a value-based pricing model where customers are willing to pay for your product or service. Ensure your pricing model is well-defined even before you start the lead-gen campaign. In this way, you will not lose leads due to the price tag, which disqualifies them as customers or devalues your product.
Leadgen continues to remain the most sought-after option for B2B marketing campaigns. Other platforms like Google search ads, email marketing, Twitter lead gen, and so on are also suitable for your B2B marketing. However, it is essential to figure out what channel works best for your business and where you find the right target audience.
At Amura Marketing Technologies, we have collaborated with leading B2B organisations like Castrol, Srijan, Alder Biochem, Ingersoll Rand, and many more to help them achieve their marketing objectives. As a leading performance marketing agency, we are uniquely positioned to empower B2B organisations with the most advanced marketing tools to generate high-quality leads and maximise ROI. Learn more about B2B marketing practices here.