As a marketer, you’re always on the hunt for more leads. However, building the best lead generation strategy involves a deep understanding of tried-and-tested channels, in order to find the most effective combination of tactics for your specific goals.
In this post, you’ll learn about every major channel for B2B lead generation, including social media, PPC, blogs, and email. Best of all, you’ll learn effective strategies and real-world examples for each of them.
What is B2B lead generation?
B2B lead generation is the process of attracting potential
botim database customers to your organization. These leads should be potential buyers who would benefit from your company’s product or service. The types of leads generated vary by campaign and marketing platform.
Disciplined B2B marketers understand the different dynamics, budgets, and expectations of each lead generation channel. Learn more about B2B lead generation in the video below.
While social media is an important medium for generating leads, these platforms have a lower conversion rate compared to other B2B digital channels.
Research from Ruler Analytics found that social media has
A lower average conversion rate for B2B companies compared what are promotional emails? to paid marketing, organic search, email marketing, and referrals.
Remember: social media is an important channel for top-of-funnel awareness. Even if you get higher conversion rates elsewhere in the funnel, social media can keep your brand top of mind for potential buyers.
To increase conversion rates, promote helpful content behind lead capture forms. For example, you could promote an e-book to capture qualified leads with sms to data an initial offer. There are two main channels you should focus on.
However, investing energy into a channel with high engagement rates does not automatically guarantee success. On LinkedIn you need to:
- Target your audience based on the buyer persona
- Make sure your ads have a current and interesting thematic angle
- Continually test CTAs, images, and text
Pro tip: LinkedIn can be a useful platform for displaying social proof. Consider sharing testimonials or case studies. This way, potential clients can see which brands in your network you’ve helped with your offering.
You can learn more about LinkedIn ad strategies in this free 2-week course from HubSpot .
Facebook Lead Ads
91% of B2B buyer searches are done on a mobile device, according to a 2022 study by Frost & Sullivan . Using Facebook lead nurturing ads in your marketing strategy can help you navigate this shift to mobile.
