Lead generation plays a crucial role for B2B marketers. They are always searching for better business leads to enhance their RevOps processes.
CMOs of B2B enterprises need to have a holistic approach that generates high-quality leads through all the available channels. Various B2B Marketing Channels are used for online lead generation to accomplish the organization’s goals. However, omnichannel marketing is essential for businesses in this competitive environment. Also, it is crucial to understand which channels work best. Many companies struggle to select the most relevant channels that generate high-quality leads.
Following are the ten best B2B lead generation channels that CMOs can consider embracing to generate better leads:
Social Media
Many B2B business leaders consider social media a B2C lead generation channel. Even though this channel’s conversion rate is less than all the other digital channels, it can gather more traction. This lead generation channel is more cost-effective than all the traditional channels. B2B enterprises can leverage social media as part of their digital lead generation strategies to engage clients and be on top of the potential buyer’s mind.
Businesses that want to improve their conversion rates on social media must create quality content to attract customers. LinkedIn and Facebook Lead Ads are among the most lucrative to gather leads, even for B2B enterprises. Business leaders can increase their investment in this digital lead generation channel with higher customer engagement rates. Online lead generation via social media marketing helps to interact with the right target audience.
Also Read: B2B Multi Channel Marketing Tips
Content Marketing
B2B Content marketing is one of the most effective ways to generate leads at the top of the funnel. Moreover, this presales approach enables the marketing teams to nurture deeper leads in the sales funnel. B2B enterprises leverage content marketing as their inbound marketing strategy that drafts and delivers relevant content through videos, webinars, blogs, infographics, and podcasts.
Irrespective of the selected lead generation channel, this presales approach effectively educates the client about the products and services. Marketing leaders can use the ideal buyer’s persona to draft and deliver compelling content that fits the prospect’s unique needs. It is crucial to use Call to Action (CTA) buttons highlighting how the solution helps businesses resolve their operational channel.
Website
Businesses can utilize various B2B marketing channels to increase the conversion rate, but they won’t be as effective as the company website. Marketing leaders can leverage company websites as a B2B lead generation channel and create a positive brand image. It is one of the best channels to generate high-quality leads looking for a similar product or service. One of the most significant benefits of this channel is that business owners do not have to pay third parties like Facebook or LinkedIn. Businesses can utilize the company website as their primary lead generation source by optimizing the search engine optimization strategy. Besides the content offered on the website, companies must have efficient UX/UI to make it easier for prospects to browse the website. Moreover, company websites need attractive landing pages with relevant CTAs to increase the number of leads.
Search Engine Optimization (SEO)
SEO is the foundation for businesses to improve their digital presence for users looking for a similar product or service. This B2B sales and lead generation channel effectively drive more organic traffic from the Search Engine Results Page (SERP) to the website. It may look like an easy task, but making content rank on SERP results is one of the toughest challenges B2B digital marketers have to accomplish. Most B2B purchase journeys start with extensive research in the market. Most organizations use various search engines to achieve their R&D goals. Hence businesses need to consider Search engine optimization (SEO) as one of their top lead-generation channels.
B2B enterprises with the best SEO strategies will consistently rank on top for all the SERP results resulting in higher lead conversion rates. Businesses must develop and deliver user-centric content to attract the right target audience that fits the buyer’s persona. Marketing leaders need to use keywords considering all the buying stages. B2B enterprises with multiple search-engine-optimized contents for all types of leads will help to yield better results.
Live chats or Chatbots
Live interaction with clients helps engage them in real time and enhances the quality of leads generated. Businesses can leverage chatbots on their website and other marketing channels to interact with users, identify prospects, resolve queries, and deliver a top-notch customer experience.
One of the easiest ways to implement live chats as a lead generation channel is by segmenting the target audience. Business leaders must ensure that live chats or chatbots are accurate for better customer engagement.
Influencer and Affiliate Marketing
Businesses that implement influencer marketing as a channel to generate leads help them to create trustworthy relationships with their customers. This B2B lead generation channel enables businesses to form an active community of like-minded individuals. Selecting the right influencers plays a crucial role in the success of this lead-generation tool. Hence while looking out for partner influencers, it is essential to understand their niche target audience, which should resemble the ideal buyer’s persona.
Affiliate marketing is one of the growing trends in the B2B marketing landscape. Businesses that want to succeed using these B2B lead generation channels can offer incentive programs to independent publishers such as bloggers, reviewers, or content creators to advertise the products, services, or software. Businesses can select the right channel based on their marketing leads.
Pay-Per-Click (PPC) campaigns
One of the easiest ways to generate leads is by embracing PPC marketing as a part of their Digital Lead Generation Strategies. It is one of the best ways B2B marketers can leverage to give more visibility to the SEO efforts than the organic search results. Marketing teams can design and execute a PPC campaign on top search engines like Google and other social media channels. The significant challenge while implementing a successful PPC campaign is that it might drain all the marketing budgets. Hence while using pay-per-click campaigns, marketing teams must strike a perfect balance between the ads ranking, ad expenditure, and ROI.
Email marketing campaigns are effective ways to interact with leads and nurture them to create a positive brand image. Marketing teams can implement personalization tools to customize every client interaction to deliver a top-notch customer experience. Moreover, customer segmentation based on their responses will help to focus on relevant leads. Additionally, businesses can have segment email campaigns that customize the interactions based on the user responses. These email marketing campaigns will generate high-quality leads and improve customer engagement and retention rates.
Also Read: Meta exploring a decentralized social network to compete with Twitter
Referral
B2B enterprises can leverage referral marketing strategies to gather cross-sell and up-sell leads. However, this lead generation tool is challenging to implement and monitor, but it is one of the most effective channels compared to the others. Businesses can prompt their users to share their experience and create a campaign based on it. Furthermore, offering a referral bonus will ensure that this lead-generation channel works to accomplish the desired goals.
Leverage Video Marketing
Video-based marketing is also a growing marketing trend in B2B marketers. It is the best lead generation tool to expand the business reach. In the current landscape, video-based content engages more than images and texts based content. B2B enterprises can create and deliver video-based content to engage clients and educate them about the products and services. Various marketing channels promote video-based content to gather leads.
These are the ten best B2B marketing channels used for online lead generation that other enterprises can consider.
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