Industrial Marketing Blog

Better B2B Lead Generation with These 6 Marketing Strategies

Posted by Brian Shanahan on Jun 13, 2016, 11:23:58 AM

What kinds of lead generation marketing strategies can bring your business better qualified leads – and more of them? You know that some of your competitors are succeeding with different formats of marketing. What are the strategies that really work (and aren’t just creating a pretty logo or attractive brochure)? You need marketing that is effective and shows real ROI.

Here are six smart lead generation marketing strategies that we have seen achieve significant results for our industrial and manufacturing clients:


1. A Website That Performs

In the past, all you needed for your company’s online presence was a static website. If you wanted to go above and beyond, fancy Flash graphics and an expensive advertising campaign could temporarily boost traffic. 

Today, your website cannot just exist, it needs to perform. To create and build relationships with your current and potential customers, a successful website should integrate search, social media, content, blogging, and more.

It doesn’t need to be complicated – there are plenty of relatively simple ways to make your website work for your business and your customers -- but it does need to attract visitors, educate them and convince them to buy.

2. Understand Your Buyers (with Personas)

The ideal goal for lead generation is to attract the most valuable visitors, leads, and customers to your business. To do this, it’s crucial to really know and understand your potential customers. Who are they? What are their interests, their motivations, and their pain points?

One way to clearly identify and understand your ideal targets is to create buyer personas for your business. Buyer personas are semi-fictional representations of your ideal customer based on market research and real data about your existing customers.

It may seem a little silly at first, but the process of delving in to who you are targeting can provide valuable insight for your business and help prioritize your time and efforts, guide product development, and establish alignment across the organization.

[Why Do Industrial Marketers Need Buyer Personas?]

3. Offer Something of Value

Early in the sales cycle, when potential customers are learning about your business and getting a feel for how you might be able to help them, it’s key to appeal to their problems, challenges and interests. And while it’s tempting to tell them all about your expertise, your offerings, and your amazing professional staff, it’s important to remember that it’s about them, not you.

Creating downloadable resources that your prospects can take to use in their day-to-day life, and which represent the kind of benefits your business can provide, are a quick and easy way to establish the beginning of a customer relationship.

Your prospects want informative and useful material (not news about your company, products and services). Help them do their job and solve their problems with valued information about relevant topics, and you can earn their trust and respect. And hopefully, their business.

4. Use High-Value Offer Formats

While we’re talking about offering useful information to potential customers, we should mention that not all offers are created equal. Some “formats” perform better than others at converting leads. While ebooks score high on our list, you may find that reports, videos or other formats connect better with your target audiences.

It’s important to test different types of offers with your audience to determine what works best.

5. Calls-to-Action that Convert

So you have created an ebook, a white paper, report, or another format of offer that you think will be valuable for your prospects. How do you get them to take action and download it (and provide you their contact information in exchange)? In a world where every brand is fighting for buyers’ attention, we want prospects to choose your offer over your competitors. The tool that we use to drive website visitors to download an offer is a “call-to-action”, or CTA. 

You’ve seen them before: those attention-grabbing boxes that ask you to “click here to download”. There are many tricks of the trade to encourage people to click a CTA, including the use of color, placement and copy clarity. The goal for any CTA is to maximize the number of conversions (ie. get every person who visits the website page to click and download your offer). CTAs can be used on product pages (non-landing pages), in display ads, email, social media, direct mail and pretty much anywhere you can market your offer.

If your CTAs aren’t effective at capturing people’s attention and persuading them to click, then the offer can’t achieve its purpose: to convert website visitors into leads.

6. Landing Pages That Convert

Marketers can direct website visitors to targeted pages (called landing pages) and capture leads at a much higher rate than directing them to an existing, generic website page. A landing page directs visitors to one particular offer without the distractions of everything else on your website. Visitors are on the landing page for one purpose only: to complete the lead capture form and receive the offer.

Landing pages are one of the most important elements of lead generation. In fact, according to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies.

Use these lead generation marketing strategies, and you will soon be bringing in more qualified leads for your business. If you’re already using some (or all!) of these strategies and you want more ideas, check out our 42-page ebook, “The 30 Greatest Lead Generation Tips, Tricks and Ideas” and before you know it, you’ll have more business coming in than you know what to do with.

30 Lead Generation Tips, Tricks & Ideas 

Topics: Lead Generation

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