The success of every B2B company depends on the number of leads it is generating. A steady flow of high-quality leads helps to increase revenue and creates a positive feedback loop. That means, higher revenue enables an increase in marketing and sales budgets, which then leads to even more leads and customers.
Thus, one of the main goals of sales and marketing departments in B2B companies is the creation of stable and ever-growing sales funnel, with many high-quality leads. There are many ways, how to achieve this goal. Some methods for successful lead generation are known to every marketer. Things like, Google ads, SEO, and content marketing are popular among B2B marketers.
But there are many other techniques, which “fly under the radar” of many marketing and sales departments. In this article, we present five methods for B2B lead generation, which are less known to the public.
Email Marketing
We all know about email marketing, and at first sight, there is nothing new to it. But: most B2B companies neglect this channel, because of its “spammy” image and because of the belief, that email marketing doesn’t work anymore.
This is wrong. There are many successful companies, which have been building their sales strategies based on email marketing. Not only did they scale very quickly, but they were able to reach their sales goals with a low budget.
Tools like apollo.io, Mailshake, or Woodpecker enable cold mailing campaigns at relatively low costs. F. e. on apollo.io the costs per user start at 19 USD. And you can use the whole platform including the company database and email marketing tool as well.
With help of email marketing, you can generate cheap B2B leads. It can be a stable and low-cost part of your sales funnel.
Website Visitor Recognition
This is a rather often overseen technique, which can be incredibly powerful. Knowing, which companies are visiting your website, opens a bunch of opportunities for your sales- and marketing teams. You can generate dozens of almost free B2B leads on a daily base.
To use this technique, you should sign up on one of the platforms, providing this service. If you are looking for inexpensive but powerful software for website visitor recognition, you can check out LeadRebel. Once you have created an account, you should integrate the tracking code of the software provider, and this is it. Now you can see, which companies have visited your website, export them into your CRM and reach out to potential customers.
LinkedIn Social Selling
Everyone knows LinkedIn, but most people don’t know, how to sell there. If you have a LinkedIn-Account, you are probably getting lots of messages and contact requests, where people you have never seen, are trying to sell something to you. At some point, you give up and don’t read any messages at all.
If you try to follow the same script, as millions of others already do, your results will be similar and such a strategy leads nowhere.
But what many people don’t realize is that social selling is the main driver behind LinkedIn's sales strategy. To generate leads, you don’t have to reach out to people, you never met. Instead, try to generate high-quality content and share it with your network. At first, not much will happen, no likes, no outreach. But if you keep posting, commenting on other postings, writing articles in dedicated groups, etc., people will start following you. You’ll get a little bit of guru status in your niche. And then the leads and customers will follow!
Dynamic Website Personalization
Having traffic on your website is one thing, converting it into B2B leads is another. You can follow the advice posted on our blog and generate lots of traffic through content marketing and sales. But without a good website, content, and conversion optimization, most of the traffic will be useless.
Besides the basic steps of website optimization, like speeding up, nice design, and creating high-quality articles, there is one powerful technique, called dynamic website personalization, which will lead to significantly higher B2B leads.
Shortly summarized, this technique enables you to adjust the content of your website on the fly, based on various criteria, like geography, language, browser, device, etc. To achieve the best results, you can combine this technique with website visitor recognition.
This way, you can maximally personalize your website's content. F. e. if your website visitor belongs to a machinery company, you can change the main image and slogan on the website and target explicitly this niche.
Using dynamic website personalization can increase your conversion rate and thus your website starts generating more leads than ever before.
Online Chat
This is another interesting way for B2B lead generation. Most of the marketing and sales experts heard of the intercom. There are many other solutions on the market. What unites them, is the possibility of “catching” your potential customer right on the website.
By initiating the discussion, answering customer questions, and sending him/her some offers, you can increase the attention span of your website visitor and increase your chances of turning him or her into your actual customer.
This technique should be used wisely and carefully, in order not to annoy the visitor. But, when used correctly, targeting visitors based on specific criteria, without annoying them, you can get much more out of your website, in terms of leads, signups, purchases, etc.
Summary
There are many techniques for B2B lead generation. Some of them are very popular. Others are less popular but can be also very powerful. To achieve the best results, you should try out various approaches and understand, what works for your business, and what doesn’t. After some trial and error, you’ll create a healthy mix of techniques and tools, which will turn your website, into B2B lead generation machine.
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