In every industry, the question on everyone’s minds is how to increase B2B lead generation. The truth is, there is no simple answer – no silver bullet. Unfortunately (or fortunately, depending on how you look at it), all lead generation strategies will work to some degree. Whether they’ll generate the volume of leads you’re looking for, though? That’s a different story.
To be sure, there are many more popular B2B lead generation methods, but for the most part, we’re still unsure of the best tactics, strategies or channels for generating the best results.
Nevertheless, we’ve compiled 13 evergreen tactics that will help you to increase B2B lead generation.
The Best Way to Increase B2B Lead Generation
In a nutshell, the best way to increase your B2B lead generation is to tailor your strategy to your product or service, your industry and your ideal buyer. What works for a SaaS may not work for a marketing agency. To do this effectively, your sales and marketing teams need to work together. They will need to learn, experiment and implement new strategies.
Of course, many business owners are ROI-focused, and the thought of testing untried methods may be daunting. Unfortunately, while only focusing on ‘tried and true’ lead generation methods may reduce risk, it is also extremely limiting.
If you want to truly ramp up your lead generation efforts, you need to be willing to try new things.
13 Tactics for Increasing your Lead Generation
Though this is by no means a definitive list, below we’ve highlighted just some of the evergreen methods that have been proven effective for generating B2B sales leads.
1. Prioritise Content Which Generate the Right Type of Leads
Most of us know that generating in-depth content is vital for B2B lead generation. Obviously, it’s something we’ve taken to heart. But, referring back to what we said earlier about tailoring your strategy – you need to tailor your content to your audience.
Zach Balby, an agency owner, realised that his long-form, technical content was actually costing him leads. Rather than appealing to clients who were looking for agency support, he realised that his content was appealing to other marketers, and even students. Definitely not the leads he was looking for.
So he switched up his content strategy. Rather than technical pieces, he shifted focus to top-level content such as ‘how-tos’, aimed specifically at decision-makers looking for an agency.
This instantly increased the volume and quality of leads for his agency.
The lesson here is: don’t blindly create content just because that’s what you’ve been told to do. Find out what your buyers are looking for, and create your content around that.
2. Increase Touch Points With Your Leads
When considering a purchase, B2B buyers class their purchases as “complex or difficult” and spend the majority of their time – 27% – researching. Sales cycles in the B2B sphere are also longer and more complicated. Luckily, you can still speed up the time to purchase by proactively instigating interactions with your leads. When a prospect asks about a specific feature, for instance, don’t just send them a link to the knowledge base. Rather, offer them a 10-minute walkthrough, or hop on a call with them. If they’re asking technical questions, connect them with support and follow up with them at a later stage.
Though they’re good for answering basic questions, one-directional forms of communication such as links to videos or blog posts are not effective at building relationships.
Creating opportunities for more intimate touch points is vital for building trust and building relationships. This is the best way to move your leads closer to sale.
3. Use Twitter to Personalise Your Lead Generation
Whether you’re B2C, DTC or B2B, it is important to personalise your lead generation, especially when working with decision-makers. Of course, it can be challenging to spot opportunities for personalisation, but Twitter can help you to find personal insights. Most buyers aren’t themselves on LinkedIn, because they are doing their best to appear professional. Unfortunately, this means that they’re unlikely to share personal details which could help you to establish a connection.
Twitter is more of a personal platform than a professional one, which means their guard will be lower. This allows you to scope them out, and find opportunities for personalisation that you wouldn’t find elsewhere.
4. Use Content Campaigns to Increase B2B Lead Generation.
Snack Nation, supplier of office snacks, struggled to increase their lead generation through their SEO efforts, as there were fewer than 100 monthly searches for their target keywords. In a bid to target a larger audience, they created a post on ‘employee wellness’, which is a broader search term used by their target buyers
When creating the post, they took extra care to ensure that it was epic by including 121 ideas for ‘employee wellness’, including contributions for other industry authorities and using an aggressive outreach strategy for getting influencers to share the post.
All of their efforts propelled them to the number 1 spot on the SERP for that keyword.
Despite being years old, the post continues to generate leads. Evergreen content is ideal for generating B2B leads, so if you can create content which will outperform your competitors – go for it.
5. Build, Don’t Buy, a List of High-Quality B2B Leads
We’ve spoken before about why buying a list is not a good idea. It may feel like you’re taking a shortcut, but in truth, you’re just spinning your wheels.
“One of the best ways to do this is to get visibility into who’s visiting your website. If you have information about someone at a company viewing certain pages on your website, then you have a better chance of sending a personalized message to them to begin a conversation.” – Ben Lack, CEO of Interrupt Media
Closing your B2B leads requires high levels of personalisation and relevant information. When you buy a list, you get neither. Often, they’re outdated before you even get them, and they’re unlikely to include any enrichment information. So rather than buying a list, build your own!
6. Create a Free Tool
Free tools generate leads like crazy, and especially for tech and SaaS companies, they are one of the best lead generation strategies available. Crazy Egg offers a free heatmap tool, HubSpot offers a free CRM, and Ubersuggest offers free SEO tools. These tools are good for lead generation because they:
Allow leads to try before they buy
Provides a strong opt-in offer which attracts high-quality leads
7. Score Prospects for a “Leaner” Lead Generation Process
Unfortunately, 73% of leads are not sales-ready. Some will need nurturing, others will need to try your product out, and of course, you’re bound to get your fair share of tire kickers. If you want to get more high-quality B2B leads, you’ll need to score your leads. This allows you to focus most of your efforts on the small percentage of leads which will constitute the bulk of your revenue.
8. Use Sales Automation Tools to Increase Productivity
We’ve spoken about this topic before, but there is no doubt that making use of sales automation tools can help you to increase B2B lead generation. After all, the less time you spend on unnecessary tasks, the more time you can spend generating sales.
9. Generate B2B Leads With Quora Q&As
Quora is definitely an underestimated platform for increasing B2B lead generation. Writer Nicolas Cole built a following and a solid reputation by using Quora to answer questions – providing detailed and personal answers. Through his answers on Quora, he was able to dramatically grow his content agency Digital Press, within just a few years.
To use Quora for lead generation is simple. Find your target audience, answer their questions in detail and link back to your content.
10. Publish and Promote Case Studies
If nothing else, B2B buyers are analytical and risk-averse. They also often need the approval of multiple decision-makers before purchasing, who are probably ROI-minded. Many have also admitted that this means that case studies are an essential sales enablement tool. They are effective for the middle to end stages of lead generation.
But don’t just let the case studies sit on your website. Promote them as much as you can. This helps you to build authority and credibility, which in turns helps to increase B2B lead generation.
11. Use New Content Channels to Find Quality Leads
If you’re only creating content for one channel, you’re probably letting leads slip through your fingers. You need to expand the reach of your content in order to generate more leads. You don’t need to create your own podcast or hire a studio for filming polished Youtube videos. You can just adapt your existing content for new platforms. For example, you can take one of your more popular blog posts and turn it into a YouTube tutorial. This is something that Ahrefs has mastered.
Alternatively, you can share an impressive case study on industry podcasts, like Nextiva.
12. Publish Original Research
High-Speed Training published their own report for hospitality industry buyers, and immediately saw a massive ROI from their content. This helped to position them as an authority in their field, and also helped to boost the visibility of their site by earning coverage from multiple media outlets.
B2B buyers consume an average of 13 content pieces before they make a purchase. This could be information from the vendor’s website, third-party reviews or in-depth reports. You can use this tendency to your advantage by becoming a source for industry-related news, trends and data. Doing so can help you to:
- Become an industry authority
- Generate PR coverage and SEO backlinks
- Deliver value to potential prospects.
13. Gate LinkedIn Content
Creating gated content for LinkedIn is ideal for encouraging leads to subscribe to your email list. All you need to do is offer existing content that is valuable to your leads. Share this content with your network in exchange for their email addresses. VP of Marketing at G2, Adam Goyette, received over 700 comments requesting access to his content using this technique.
Increase B2B Lead Generation to Increase Sales
Even if you’re committed to increasing sales and generating B2B leads, it’s easy to get tangled in the web of hundreds of different lead generation methods and tactics. Questions like:
- What is the best strategy for my business?
- Could this tactic actually increase sales?
- Which strategy will drive the best results?
Unfortunately, overthinking and over-optimizing your lead generation strategy will not drive results or help you increase B2B lead generation. Rather, discuss these strategies with your team. Agree on which tactics might work for you, and then take action. Implement one or two new strategies, and always be testing.
You’ll quickly figure out which strategies work. Discard those that don’t. This will also you to increase sales without stressing over missed opportunities.