The Basics of B2B Lead Generation

Effective lead-generation strategies are the backbone of successful B2B marketing efforts. These strategies help companies attract and convert potential clients into loyal customers. According to HubSpot’s 2020 State of Marketing Report, generating traffic and leads is the biggest challenge for 63% of marketers. A survey by Marketing Charts found that 53% of marketers spend at least half of their budget on lead generation. So how do we do it?

Effective Techniques for B2B Lead Generation

1. Content Marketing: Content is a powerful tool for lead generation. Companies that blog get 67% more leads per month than those that do not, underscoring the importance of consistent, high-quality content (HubSpot, 2021).
2. Email Marketing: Despite the rise of social media and other digital channels, email continues to be one of the most effective methods for lead generation. In fact, for every dollar spent on email marketing, businesses can expect an average return of $42 (DMA, 2019).
3. SEO and Online Presence: Search engine optimization (SEO) helps businesses rank higher in search engine results, increasing their visibility online. Research shows that SEO can generate 14.6% conversion rates, which is much higher than traditional outbound methods at 1.7% (HubSpot).
4. Social Media: Platforms like LinkedIn are particularly effective for B2B marketers, with 80% of B2B leads coming from LinkedIn (LinkedIn, 2019).

Common Pitfalls to Avoid

While strategizing for lead generation, it’s also essential to be aware of common pitfalls:

• Neglecting Follow-Up: Approximately 44% of salespeople give up after one follow-up, which is a significant lost opportunity since 80% of sales require at least five follow-ups (Marketing Donut).
• Ignoring Customer Personas: Without a deep understanding of your target audience, lead generation efforts can be wasteful. Tailoring content and communication to meet the specific needs and challenges of your buyer persona is crucial.

3 Tips to Get You Started

• Audit Your Current Strategy: Take a close look at what’s currently working and what’s not. This will help you understand where to focus your efforts.
• Optimize for SEO: Review your main website pages and ensure they are optimized for your target keywords.
• Plan Your Content: Schedule a brainstorming session to plan out content that addresses the pain points of your buyer personas.

What’s Next?

Implementing these strategies is just the beginning. Keep an eye out for our upcoming blog posts, where we’ll dive deeper into B2B lead generation and explore additional marketing tactics to elevate your business. In the meantime, if you’re ready to enhance your lead generation strategies, feel free to reach out to us at Sheridan Marketing. We’re here to help you develop and implement a robust marketing plan that drives results.