B2B buyers are in more places than ever before, but do you know how to attract high-quality B2B leads with a strategy that goes beyond just creating compelling content and targeting it to the right audience? When considering your omnichannel mix, remember, it’s not just about generating more leads—it’s about generating the right leads, enabling sales to prioritize its time on the highest-value prospects who are most likely to become customers.
To get high-quality leads though you need to first capture attention and that means having a solid omnichannel digital marketing plan in place that covers search, display ads, paid social, and more.
Successful lead generation strategies are rooted in an understanding of the best B2B digital marketing practices. To get you started down the path to filling your funnel with high-quality leads, here are some pro tips from The Ultimate Guide to B2B Digital Marketing.
Pro Tip: Search Marketing
Did you know that more than 70% of B2B buyers begin their research with generic Google searches? By leveraging keyword research—customized based on your knowledge of how your customers search online for products or services like yours—search marketing can help you increase your visibility in search results, improve your rankings within those results, and drive inbound traffic.
Search Engine Optimization (SEO) is the process of optimizing your website to increase visibility in search engines to help drive organic (free) traffic over time. On the paid side, Search Engine Marketing (SEM) enables businesses to appear at the top of results and capture new traffic immediately, rather than waiting for search engines to crawl organic pages. As SEO has grown more competitive, SEM has become more popular.
Pro Tip: Display Advertising
Display advertising is an essential companion to your search marketing strategy. Pay-per-click (PPC) ads can help accelerate traffic flow to your website or landing page and put your content in front of high-quality leads. Of course, make sure you’ve invested in quality, relevant content that’s directly related to the CTA in your ads.
For those responding to your CTAs, you have the opportunity to drive content downloads that are tied to lead generation or to promote special offers to retargeted prospects. Consider, for example, creating display ads that promote your fundamental value proposition, driving to a landing page with a high-level overview of a product or service and a CTA to talk to a sales representative to learn more.
Pro Tip: Paid Social Media Advertising
Like display advertising, paid social media is a strong companion to search in your omnichannel mix. Leverage both paid search and social advertising to bring in and nurture high-quality leads until they’re ready to have a conversation with sales.
Consider using social media advertising to retarget leads that have clicked on a search ad but have not completed an action such as downloading a white paper or filling out a form for more information. Approached from another angle, you could compile retargeting lists based on potential leads that have visited a competitor’s website, then put your own content on their radar via paid social media ads.
Pro Tip: Email Marketing
Email is still the most implemented tactic for 88% of B2B technology marketers and serves an important role in the digital marketing mix. While purchased lead lists are notoriously low in both quality and conversion rates, if you use email to further nurture your own leads it can prove to be an exceptional tool, particularly if you deploy email automation.
For example, you could set up emails that trigger once a prospect enters your database. That could be after they complete an action like signing up for a newsletter, downloading a piece of content, or completing a form for more information. They’ve expressed their interest and an appropriate follow up might include sending them additional product information, invitations to events and webinars, and limited-time offers.
Strengthen the Quality of Your B2B Leads Today
Some 85% of B2B marketers say lead generation is their most important marketing goal, yet only 7% of salespeople said leads they received from marketing were very high quality. Don’t let this happen to your B2B marketing team.
PMG partners with B2B tech and SaaS marketing organizations to drive business value through high-impact content and digital marketing programs—helping companies like yours define their strategies, deliver on their objectives, and smash their KPIs. That’s why we’ve developed The Ultimate Guide to B2B Digital Marketing. This comprehensive B2B digital marketing guide offers tips that can help improve your B2B lead generation strategy while boosting revenue growth.