B2B Lead Generation Ideas to Fill Up Your Sales Pipeline

Author: Janet Borges

B2B lead generation is an integral part of any business’s sales and marketing strategy. Lead generation helps businesses maintain sustainability, ensures conversions and ROI, and also helps to remain relevant and competitive in the market. However, the purchasing behavior of the present-day modern audience is evolving and so should be your lead-gen strategies.

Below are some of the top B2B lead generation strategies that help you reach the right target audience, fill up your sales pipeline, and increase your ROI.

Account-Based Marketing (ABM)

Account-based marketing is a strategic approach that helps you target the right leads and saves your efforts in targeting a generic audience. It is a result-driven approach that helps in targeting, engaging, and nurturing filtered accounts that are more likely to convert. By implementing ABM, your lead generation strategy becomes effective and fills up your sales pipeline with valid leads with higher conversion rates.

Intent-Analysis Behind Search Queries 

Lead generation is a prolonged process that is carried out using multiple strategies including content marketing, social media engagement, emails, etc. To implement any lead-gen strategies it is crucial to understand the intent behind the search queries that help you to know your audience more deeply.

The intent data enables B2B businesses to craft/tailor the marketing strategies that fulfill the “search intent” of the user. It helps to provide relevant solutions and personalized experiences to the user/target audience. When you provide relevant offerings that match the intent of the users, it increases the likelihood of converting visitors into leads, thus strengthening your sales pipeline.

Additional Read: Accelerating Success: Strategies for Effective Sales Lead Generation

Email Marketing 

Email marketing is one of the primary and effective strategies for lead generation. Plan various email marketing campaigns that address the concerns of each audience segment. Do not rely on generalized campaigns that communicate the same messages to the audience irrespective of their interest. Instead, use the B2B audience finder tools or accurate and segmented B2B email list to find the details of the right audience and tailor the messages according to their unique needs and challenges.

Thought-Leadership Marketing 

Thought-leadership marketing is a trend among B2B businesses that helps the brands to position themselves as an authoritative and reliable source in the industry. The brands invest in creating valuable resources for their target audience in the form of blogs, articles, case studies, and research publications, addressing industry challenges, providing personalized niche resources to each audience segment, providing information on industry insights, and trends, etc.

When the target audience finds these resources genuine, they perceive your brand as a go-to resource for all industry-related queries and it builds a positive brand image. This process attracts a target audience who recognize your brand as a thought leader and are interested in your products and services and thus you get high-quality leads who have followed and trusted you over time and are more likely to convert.

AI-based Personalization

AI-based personalization is a trend that helps marketers to engage audiences more effectively. Earlier, AI and personalization were considered as two different capabilities. To be more precise, AI was leveraged in automation, data analysis, content generation, etc.  On the other hand, Personalization was used to tailor marketing strategies to different audience segments using a basic segmentation process. But now, the convergence of AI and personalization has created a new trend and enabled marketers to engage and convert their audience more effectively than ever before.

AI-based personalization is now being considered as a primary strategy for the lead-generation process. AI, with its advanced analytics, helps marketers to analyze vast amounts of data and gives deeper insights into audience preferences, interests, and challenges of modern-day consumers. It also provides insights into present-day tech-savvy consumers.

With the help of this data-driven approach, B2B marketers can implement highly personalized and targeted marketing strategies that provide a more relevant experience to the audience throughout the journey. Hence, when audiences are targeted with the help of AI-based personalization, audiences are more likely to engage and respond to your messages and can be converted through the right lead nurturing approach.

Re-engagement of Target Audience Using Tailored Content 

Reengaging old visitors is a valuable strategy for the lead generation process that helps to get back the visitors who previously showed interest in your products/services but haven’t converted due to various reasons.

Analyzing the old visitors gives you another perspective on why visitors are not converting and opens up opportunities for improvement.

Hence, plan a new content strategy that directly addresses the needs of visitors who were interested but not converted. Send tailored and targeted messages to this audience. Let your present strategy fulfill the needs and expectations of old visitors, and plan a re-engagement strategy that increases visitor satisfaction. By retargeting the old visitors with the right strategies, the audience is more likely to engage and convert.

Creative Strategies Using Visualization

Visualization/videos are the most effective form of communication and engagement. Audiences love information when presented using visual elements like infographics, creative social media posts, short-form videos, long-form explanatory videos, etc.

Leverage these video formats creatively to educate and inform your audience about your product/services. Audiences engage with visual content because it makes the information easily digestible, and all target audiences can rely on it irrespective of their ability to read.

Hence by leveraging creative visualization, the information is more shareable, easy to understand, reaches out to the versatile audience, and brings in the interested ones to your sales pipeline.

Social Media Marketing 

Social media marketing and paid advertising are the essential strategies for lead generation. Social media is a direct channel that helps your businesses to connect and engage with the target audience. Understand the capabilities of different social media platforms and create a content strategy for each of them.

For instance, create reels and posters for Instagram, shorts and explanatory videos for YouTube, visually appealing posters for Facebook, Insightful messages for LinkedIn, and more.

Also, consistently engage with your audience by answering their queries, replying to comments, etc. Social media helps to announce your brand, increases awareness, provides an opportunity to connect with your audience, and attracts the right audience. It also increases brand awareness, builds relationships with the audience, and attracts leads who are interested in your products/services.

Additional Read: 7 Effective Strategies to Generate Business Sales Leads

Paid Advertising 

Paid advertising is another valuable strategy that brings quick results to your lead-generation efforts. Building organic traffic is a long-term process that demands resources and effort. In contrast, if you are a business with no financial constraints, you can leverage paid advertising to boost your lead generation process.

Paid advertising such as PPC campaigns, and social media advertising can provide immediate visibility to your brand and potential audience will notice your brand easily. Allocate your budget wisely, and include PPC and other paid advertising campaigns in your lead generation process. Leverage various capabilities of paid advertising including precise targeting.

This helps your business to reach out to the targeted audience that is interested in your brand and is more likely to convert and boost your lead-gen process.

Conclusion

Above are some of the strategies to boost your lead generation efforts. However, it is also crucial to understand your business and implement the right combination of the above strategies to get more leads.