With B2B lead generation, there is no magic bullet. You revise your lead generation strategy to see what works and what doesn’t. Every marketer has their favorite strategies and top tricks.
Generating sales-qualified leads is the backbone of the B2B industry. It ensures a steady pipeline of new customers for incremental growth.
Driven by emerging new insights, B2B business is evolving at a breakneck speed, making it onerous for most businesses to catch up. B2B marketers keep recalibrating their strategies to meet the demands of this ever-changing landscape.
There are many lead generation tactics out there. But businesses struggle to find the right fit.
You can also read our other blog post, B2B Lead Generation: why Outsourcing is a Smart Choice to understand how to go about your lead generation process.
Here are the expert-approved low-cost lead generation tactics for your B2B business! With some lead generation strategies, the cost-effectiveness may not be visible in the short term but would definitely pay off in the long run.
9 Low-Cost Ways of Generating B2B Leads
1) Target the B2B Mobile Audience
With a younger population entering the B2B workforce, optimizing for a mobile-only experience can be beneficial even for the B2B businesses. B2B businesses are already experiencing a shorter sales cycle and smoother customer experience with mobile optimization.
- 60% of B2B buyers first check for information through their mobile devices
- 55% B2B lead generation marketers claim mobile is becoming an increasingly important part of their marketing strategy
The current technologies allow you to optimize for mobile within a few steps. There’s your opportunity to capitalize on the mobile-friendly market.
2) Optimize for Long-Tail Keywords
A long-tail keyword is a search phrase with 3-4 words in it. The B2B value of these keywords is that they are highly specific.
The competition is low and long-tail keywords convert better than general keywords.
It drastically reduces the efforts you put into lead generation strategies.
B2B businesses could leverage this since the user searching through a long tail keyword has a better understanding of your product/service. Your sales team doesn’t have to spend tons of money and resources to convert the client.
For example, someone searching the term, “Best CRM software to Buy “ is more likely to convert than someone just searching “Best CRM Software”.
This lead generation technique directly affects your search engine results and ROI.
3) Find Keywords your Competitor is Trying to Go For
If your competitor is flocking towards certain keywords, it means they have researched the winning combination. You could leverage this technique to reduce your errors.
Tools like SEMrush and ahrefs give you a good understanding of the competitor’s strategies. You could use similar keywords and run a small paid campaign to check how your B2B leads attract and convert.
B2B lead generation strategies usually involve costly paid campaigns. This little trick can help you distill your lead generation strategy to attract only the right prospects.
4) Create Effective Landing Pages
With multiple decision-makers, the B2B decision-making process gets a bit complicated. One way to reduce this complication is to create an effective landing page.
The B2B products are usually costly than B2C products. Hence your landing page must be designed keeping the user intent in mind. The users don’t want to be sold directly from a website. They want you to tell them exactly how is that you’re going to solve their problem.
- Solve Problem
- Back it up with Social Proof
- Make your CTA’s relevant
- Keep Optimizing your Headline
5) Implement a Lead Scoring System
Most of the top-of-the-funnel leads are not yet ready to buy. They need to be nurtured. With an effective lead scoring system, you could categorize leads depending on where they stand into buying stage.
To increase your B2B lead conversion, you need to score your leads and filter out the ones that do not fall into your ideal prospect.
This will speed up your lead conversion process.
6) Set up Inbound Strategy with Content Marketing
The B2B lead generation process has undergone tremendous changes since the internet revolution.
Today, the internet equips customers with great researching tools. They are well aware of your product before your sales team even talks to them.
The best way to leverage this opportunity is to create quality content. The whole idea is to attract customers when they are searching for a solution that is solved by your product.
When you publish content that is helping your target audience, you earn their loyalty. And it’s easier to turn such prospects into customers.
7) Create Lead Magnets
A lead magnet is anything that gives enough value to the customers in exchange for personal information like email and phone numbers.
A lead magnet bridges the gap between the awareness stage to them trusting your business.
But make sure your lead magnet is something that makes customer happily share their information.
In-depth guides, case studies, research reports generally work well as lead magnets.
The lead magnet you share must have the following characteristics:
- Solve customer problem
- Promise Customer Success
- Easy to Consume
- Instant access
- Present your expertise
8) Have Online Review Strategy
You’d be surprised to know how many people trust the opinions of your previous customers.
If your B2B lead generation doesn’t have a testimonial section, it could hurt your chances. Prospects want to make sure they are buying the right product. The testimonial section helps them solidify the decision.
Reviews built trust among customers and ultimately boost conversion rates.
9) Create a Human Centric Experience
Users are now craving a personalised experience while buying a product. Hence, the trick lies in cultivating deeper connections with your customer.
They want you to understand their problems and provide effective solutions.
Personalise your B2B lead generation strategies. B2B marketing tactics often lack this quality. Use your audience’s content consumption pattern to know what they’d like you to provide.
B2B lead generation is hard. Many factors come into play and you cannot just copy-paste a strategy that worked well for others.
The trick lies in experimentation. You need to experiment with different methods and see what works for you. It comes down to knowing your audience and what they want.
Nailing your B2B lead generation strategy is the foundation of your business. So be smart to find out what strategies work the best for you.