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2 May 2024

10 B2B lead generation methods that work!

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Guest article by Patrick Hünemohr, Member of the Management Board at Röser Medienhaus

Lead Gen in B2B

Whether you are a newly founded startup or an established company: The ability to effectively generate leads can mean the difference between stagnation and growth. Leads and the prospect of business contacts are the backbone, so to speak, of every B2B company. In this blog post, I would like to introduce you to 10 valuable B2B lead generation methods that deliver quick and proven success!

Before we go into depth, let’s clarify three basic terms:

What is a lead?

A lead is a person or company that has shown interest in your products and services. This can happen in various ways, for example by downloading a white paper from your website/landing page or by filling out a contact form. Although a lead has not yet shown a firm intention to buy, leaving contact details is a clear sign of initial interest. There are basically two different types of leads – the marketing qualified lead and the sales qualified lead.

After the lead comes the (B2B) marketing qualified lead

Marketing Qualified Leads (MQL) are leads that show a stronger interest in a product or service and therefore have a higher probability of becoming a customer. Usually, a Marketing Qualified Lead (MQL) needs more information about your product or service to become a customer. An MQL is not yet ready to buy, but shows enough interest to be considered for a sales pitch. This is where lead nurturing comes into play, where marketers further qualify the contact and bring them closer to conversion.

Into the sales funnel – the SQL (Sales Qualified Leads)

An SQL is a lead that is ready to contact the sales department directly. This lead has shown through certain actions or a qualifying process that it has a serious interest in buying. Developing an SQL and advancing it in the sales funnel is therefore the supreme discipline in lead generation and signals a clear intention to buy. This is not a sprint! The lead generation process is a marathon.

10 methods for successful B2B lead generation

1. More B2B leads with content marketing:

For 52 percent of all B2B buyers, online research is the source of information for selecting suitable providers. And this is exactly where content marketing comes in. By providing high-quality, relevant and informative content such as blog posts, e-books, whitepapers and infographics, you can build a target group that is interested in your products or services – the keys: value and expertise. Your content must be easy to find in order to be present at various points in the customer journey.

Tip: Use the overview of the most frequently used content formats provided here, check which of them best suit your target group and then develop smart content that focuses on quality rather than quantity!

Source: statista

2. Make your own website high quality and relevant:

Your website is the figurehead of your company. The keyword is: lead generation through content. With the help of our content generated under point 1, you can now offer your website visitors something special and throw out the so-called lead magnets to collect customer data. Offer tools such as checklists, e-books, white papers, guides or webinar recordings free of charge in return for the contact details of your prospective customers – this works very well in almost all industries.

Tip: Pay particular attention to the design of your call-to-actions (CTAs) on the website. These must be clearly recognizable to the user and encourage them to register or send an inquiry. Place your CTAs prominently at the top of your page and formulate them in such a way that the user understands exactly what will happen when they click on them – for example, a button that says “Make an appointment here”.

3. Guest blogging for more leads in B2B:

Wondering why you don’t just publish a post on your own site? By guest blogging on an established site, you’re using their authority to rank better for valuable topics, which would be harder to do on your own site.

Tip: Before you start creating blog posts, first decide which keyword and topic will bring you the best sales and revenue. Only then can you start researching and approaching potential partner sites and creating suitable content!

Another interessting guest article:
“B2B Lead Gen Campaigns: 5 practical tips for more success”
by Ercan Kantar

Read more

4. Whitepaper – the classic lead generation tool in B2B:

Use a white paper to share your expertise and generate valuable B2B leads at the same time. In your white paper, you provide in-depth information on a specific topic, demonstrate your expertise and build trust in your brand. A white paper is more than just an information sheet – it’s a tool to establish yourself as an authority in your field.

Tip: Make sure your white paper is comprehensive yet concise. A length of six to eight pages is ideal to be informative without overwhelming the reader.

5. Generate leads through webinars:

Webinars provide an interactive platform to share knowledge, demonstrate products and communicate directly with prospects. They allow you to build a relationship with potential customers while answering their questions and addressing objections.

Tip: Choose an exciting and interesting introduction for your webinar to immediately capture the attention of your participants. Keep the presentation short and interactive and be sure to include a Q&A session. This creates additional, valuable exchange. Make the materials available after the webinar and collect your leads.

6. Lead campaigns for YouTube:

YouTube is the second largest search engine on the web – after Google. So why not do lead generation here too? You can reach a wide audience on YouTube with targeted, informative and appealing videos. Videos offer the opportunity to explain complex topics in a simple way, show the brand personality and integrate direct calls to action that encourage viewers to take further steps.

Tip: Choose topics with high search traffic and business potential for your YouTube magnet – similar to your blog guest post strategy. To be successful, create entertaining and informative videos – and yes: you should also invest some money and time here. Remember: first impressions count.

7. The late insight – new leads with retargeting:

Retargeting allows you to retarget visitors who have left your website without converting. Through targeted advertising based on their previous behavior, we remind them of our offer and increase the chances that they will return and become leads – these are already more qualified leads.

Tip: Retargeting only works if you dig deeper into your bag of tricks and offer something that is of value to them. This could be an eBook or a free workshop, for example. Make the offer irresistible to secure a registration.

8. Generate many leads from customers:

By analyzing our existing customer base, we identify patterns and similarities that help us recognize potential customers who have similar needs or challenges. This strategy allows us to develop targeted referral programs or targeted marketing campaigns aimed at similar businesses. You guessed it: with the help of AI, this pattern recognition of similar customer groups is definitely possible!

Tip: ChatGPT allows you to use GPTs – ready-made instructions, so to speak – to research similar customer groups to your existing partners online and send them to you as a lead list. The GPT marketplace already offers thousands of such routines for online marketers, making it easier to get started.

9. Native advertising – a different approach to classic Google or Facebook ads:

Native advertising allows you to integrate your advertising messages seamlessly into the editorial context of platforms. This makes them appear less intrusive and more natural. This type of advertising improves the perception and willingness of the target group to engage with your offer.

Tip: If native advertising is to work, the advertorials must be attractively designed, precisely formulated and absolutely non-promotional. Pay attention to this and invest in a very good and neutral presentation. As a marketer, you need to exercise restraint here!

10. Offline channels are measurable success machines for B2B lead generation:

Use your creativity offline to generate leads without having to rely on electronic media. Use tried and tested direct marketing methods such as print advertising in directory media like Das Ă–rtliche, letter and telephone canvassing or personal contact at trade fairs and events. If a prospective customer leaves their contact details here and agrees to be contacted in the future, you have successfully generated new high-quality leads.

Tip: Offline measures are also excellent for measuring success. For example, use special telephone numbers that you can evaluate using call measurement/call tracking tools to see how many leads have been generated from a print campaign. QR codes can also provide a tracking code that shows whether a campaign is working or not!

Summary:

Digital lead generation for B2B companies is a highly dynamic process that requires a deep understanding of the target group, creative approaches and the efficient use of different channels. It is also important to keep a constant eye on the measures and campaigns and to optimize them continuously. With the right strategy, it is possible to achieve significant success in the generation of leads in a relatively short period of time and lead the company on a path of sustainable growth.

Der Gastautor: Patrick HĂĽnemohr

Patrick Hünemohr ist Vorstand im Röser Medienhaus in Karlsruhe und verantwortet dort die Geschäftsbereiche Vertrieb und Neue Medien. 

May 2, 2024

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