7 B2B Marketing Strategies for Lead Generation (That Work in 2020)

B2B Marketing Strategies

Business-to-Business (B2B) Definition

B2B or Business-to-Business is an exchange process in which 2 firms come together in order to negotiate commercial transactions with each other. For the B2B process to work smoothly, the parties involved should be capable enough to provide what the other requires.

Marketing Strategy Definition

marketing strategy refers to a technique which helps an organization to attract customers to their products and services. The strategies may include promoting the product, telling its features, how it is a useful product for the society and many more. The strategies used for marketing is also useful for business firms as it helps them to derive out their plans for the year (E.g.:- how much funds are required for the promotion of their product/service, production cost, etc.

Actionable B2B Marketing Strategies:

Do you know 50% of the B2B businesses
do not have a marketing strategy?

Getting a well-defined strategy is a key to develop business. As an organization, we all aim at attracting right customers which can be converted into leads and hence conversion. However, the target audience may vary depending upon the nature of your business.

Because in B2B sales the conversions may take time, B2B marketing requires much more nurturing and attention to customers as per a recent study. And well-nurtured leads would give 50% more sales with a higher RoI.

#1 Analytics:

Strong analytics is essential to evaluate your B2B marketing strategies and the results being generated through them. Therefore a system is supposed to be maintained to keep a track of the target customer and other things.
To name a few tools Google Analytics or another CRM tool can be set up to track strategies effectiveness and conversions. Tracking the visitor’s and there stay on your business website can help you understand their behavior and the trend which may, in turn, help us to convert those visitors into leads and conversions.

#2 Buyer Personas:

Once you set up a system for tracking your visitors and analyzing their behavior patterns, it becomes much easier to develop a deeper understanding of your target audience. As you learn more about your target audience, you can have a more personalized approach and targeted messages to have a more powerful impact on potential customers

#3 Forms and Calls-to-Actions (CTAs):

While evolving a B2B marketing strategy, don’t forget to ask for the conversion, and to be clear about what happens when they do. Merely asking the visitor to share their information may not be compelling enough.
You need to have an attractive and effective landing page so that the lead information is collected effectively, there various tools available online which can help you create best forms based on your B2B lead generation goals.

#4 Search Engine Optimization (SEO):

SEO is one of the best and widely used methods for increasing the visibility of your website. And, let’s be honest, if no one can find your website while searching on the very first page of a google search, your strategies aren’t going to have much of an effect, anyway. Proper keyword research and usage, etc. are important for B2B lead generation practice.

#5 Email Marketing

Email marketing, when done right, still remains a powerful lead generation tool. Email marketing campaigns should have a lot of infographic information as compared to content and it should be mobile friendly too.
An effective tool to help better email marketing is Marketing automation which has been adopted as a strategy by many b2b businesses they have been able to get good results, due to the ability to send targeted emails to specific buyer’s, resulting in better engagement. One of the biggest trends in email marketing, that has generated great results for many B2B businesses, is marketing automation.

#6 Social Media

Social media is, in fact, a brilliant platform for a B2B lead generation, but it has to be done the right way. Plus, according to Ambassador, “71% of consumers who have had a good social media service experience with a brand are likely to suggest it to others,” which means you’re setting yourself up for additional chances to attract new leads. When a firm is engaging their customers/ audience using social media as a platform, they need to give them proper attention.

#7 Content Marketing:

Content plays a major role while devising any strategy for B2B leads generation. Quality of content should be engaging and attractive and should be able to provide maximum information about the product online is a most effective manner.

#Bonus: Marketing Automation

Marketing automation is one of the b2b marketing strategies that make it easy to target clients and visitors with the right content at the right time. And it works – According to a Demand Gen Report, 75% of companies using marketing automation see ROI in only 12 months, and Pardot saw that marketing automation users have seen an average increase in sales revenue of 34%.

It is very important to keep testing what is working and what does not work whichever technique is being used for B2B content marketing, whether you use microsites, blogging, research reports, or infographics, the experiments should continue to help a generation of leads from B2B marketing strategies become more refined.

Which B2B leads generation channel is more effective is the question which many ask but what is more important is how to use these channels to generate effective leads. Continuous experiment and change of tactics across multiple channels can result in an exceptional B2B lead generation.

Sunil Pratap Singh

Sunil Pratap Singh, is a social media strategist, marketer and digital marketing trainer with a passion for connecting people through technology. He is self-taught digital marketer. Helping small businesses & startups to reach their potential customers. He have worked with food & restaurant ,mobile app , Cloud computing services providers , Android app startup , IT industry clients . Digital Marketing Agency in India