8 tips to really drive your B2B lead generation in 2018

How are you going to make a difference to your lead generation success this year?

A new year – a new you right? You’re going to really drive hard to get more leads and really ramp up the lead generation activities to win more new business opportunities.

It’s going to be different this year – things will really happen. Okay, so what are you going to do differently to make this so? You can’t just carry on as you were; doing the same thing over and over only delivers the same result, right?

Buyer behaviour is changing, the way we make buying decisions has changed and our marketing has to evolve and adapt to match this trend. That means new tactics have to be considered and adopted as appropriate.

Similarly, technology changes. Keeping up with the latest insights and technology is fundamental for generating and converting leads, improving RoI and minimising costs. So how do you develop new lead generation ideas?

Here are our top 8 lead generation ideas and strategies you can implement which will make a difference.

 

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1. Profile your Target Audience

As we’ve said, the way people make buying decisions has changed. Younger, tech savvy individuals are now in buying positions and we all have to adapt to address their way of working. As a marketer, you have to fully understand your audience and create effective buyer personas based on their buying behaviour, their pain points, challenges and goals. Understanding these personas helps you to focus your messages on their challenges and provide answers to their problems. Remember that your buyer persona should define your marketing strategy, so take a little time to get them right. Inbound lead generation uses this approach.

2. Activity Analysis

To move forward, you need to know where you are. By understanding which channels are most effective at generating leads and which campaigns or messages are being most successful, you can make decisions on where to focus your activities and expenditure this year. Make use of tools such as Google Analytics and HubSpot to determine where your leads are coming from, which channel is generating the most leads, and which leads are more likely to convert into sales.
Make using these tools a daily obsession – factual information from these will help you make effective decisions, recognise trends and help you adapt your activities for maximum effect.

At a minimum, you should be collecting data using Google Analytics, but if you’ve got the resources, it’s worth investing in a CRM tool such as HubSpot that fits your specific needs.

3. Ramp up your SEO

Is your website on the first page of Google for your targeted keywords? More than 90% of users don’t go beyond the first page of SERPs, so your goal should be to be on that first page. SEO today is all about relevance and authority and you should always bear this in mind when working on your website and blogs. However, ranking well isn’t just about traffic volumes. Getting your business on that first page also says a lot about you, as it establishes you as an authority in your market place. Learn more about SEO.

4. Take a Holistic Approach

Many companies still consider digital marketing as something different from other forms of marketing, often having different styles, messages and strategies. This can have the unfortunate effect of confusing your audience and diluting your activities. When devising your strategy for the year, consider all channels and what will be effective for each. Do bear in mind that some channels have content limitations, (Twitter and it’s character count) so your messaging has to be able to support these limitations. Perhaps also consider some of the more obscure channels. We all do email marketing but what about SMS marketing? Emails may get checked or just deleted but everyone reads their texts. In fact 95% of text messages get read within 3 minutes of being received; worth thinking about.

5. Social Media

Social media is rapidly becoming one of the best channels for you to reach potential customers. According to Social Media Examiner, 66% of marketers notice lead generation benefits by spending as little as 6 hours a week on social media. Remember, younger buyers grew up with social media and use it more than the telephone to keep in contact with friends, family and colleagues.

By being visible on social media and answering individuals questions and concerns, you can build credibility and awareness. Even a simple liking of posts or commenting on people activities is a great ‘soft sell’ way of ensuring potential and existing clients to remember you and your brand. For lead generation today, it helps to be social.Search engine optimisation

6. Create Quality Content

The one thing which attracts visitors to your website is content. Good, high quality, informative and topical content will not only bring both new and repeat visitors; it also makes you visible within Google searches by raising your credibility as an expert. This in turn increases your reach and exposure, which increases your visitors and so on. By regularly adding new content or even by updating existing pieces, you provide value to your audience, and continue to appear highly in organic searches. By publishing valuable content that informs, educates, and entertains your target audience, you earn their loyalty and gain trust. Take a look at our content marketing page for more information on how you can generate leads by using content.

7. Sales and Marketing Alignment

Your sales personnel are the ones who interact with your clients, so it’s important to get both their buy-in and feedback on your plans and messaging to ensure a fully effective approach and prevent customer confusion. They can also help you get a clearer picture of what your buyer persona should look like. Sales and marketing must work hand in hand to achieve the best results. Proper sales and marketing alignment will results in better conversion rates, and more leads.

8. Automation

Even today lead generation is a numbers game, visibility and activity is key to generating leads and opportunities, so you should consider strategies which simplify the process at every stage. Using a CRM system helps to manage and track client facing activities, whilst marketing automation tools simplify the process of delivering messages across multiple channels. We encourage our clients to consider HubSpot, which is both a CRM system and a market automation tools, all in one place. This allows you as a marketer or sales director to track business from inception to delivery easily and with the full understanding of all activities and costs associated with that piece of business. This also allows marketers to prove RoI for each campaign and channel quickly and easily. Check out our Inbound Sales page

 

In the Internet connected world lead generation is a much more complex proposition than previously, but with the right lead generation strategies and tools, we have a great opportunity to reach more prospects than ever before. Using Inbound lead generation techniques and tools such as HubSpot greatly simplify the process and provide unparalleled control and visibility of activities and costs. Good luck and happy hunting!!

Next steps? take a look at our Lead Nurturing page

Alternatively, book a consultation call with me to discuss more tips and lead generation ideas

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Get in touch with Don

Call: 01295 221 296

Email: Don

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