Most business failures stem from a lack of sales revenue. Sales revenue depends on making sales, and making sales depends on having qualified leads.
If you are a B2B company, what are you doing this year to increase your sales revenue? What lead generation strategies are you using?
Here are nine of the best articles on B2B lead generation I have found around the web:
“Generating more leads” emerged as the foremost challenge for B2B marketers in this 2013 survey, even more important than “elevating our brand online.” This study also showed that while B2B marketers care about quantity of leads, they care even more about lead quality.
Somewhere in this list of 98 lead generation strategies are several you can begin using today. The author recommends using a diversified mix of lead generation strategies and focusing on the ones which produce the best results. Most people only use two or three of the lead generation strategies on this list, but they should have a “diversified portfolio” of at least seven.
Lead generation strategies fall into two categories: outbound strategies and inbound strategies. Outbound strategies include networking, trade shows, and cold calling. Inbound strategies harness the power of web content marketing to attract visitors to your website, convert visitors into qualified leads, and turn qualified leads into customers.
According to the author, the five best lead generation strategies are referrals, networking, cold calling, partnerships, and content marketing. Content marketing isn’t new — brands such as Jell-O, John Deere, and Michelin have used it for over a century — but the rise of the Web and search engines in the 1990s has made it a more powerful tool than ever before.
Deciding how to allocate your time in content marketing can be challenging. How do you get the most bang for your buck? Four content marketing tactics consistently demonstrate results: hosting webinars, blogging industry events, creating ebooks and whitepapers, and setting up LinkedIn groups.
Dan McDade plays the old-fashioned, fuddy-duddy contrarian by espousing the virtues of outbound lead generation strategies versus inbound approaches. Ironically, his website borrows heavily from the inbound marketing playbook by offering white papers and a steady stream of educational content on his blog. But to be fair, Mr. McDade has a good point: Your B2B company should use a well-rounded mixture of lead generation techniques — otherwise, you might get “inbounditis”!
A successful lead generation strategy will combine both inbound and outbound tactics. An efficient and effective inbound marketing campaign requires familiarity with the goals, plans, challenges, and motivations of your buyers. Outbound lead generation campaigns are a good way to get to your buyers better while making new sales in the process.
Here are the five key findings of this report:
- Generating high-quality leads is the greatest challenge for B2B marketers.
- Company website, email marketing, and SEO are regarded as the most effective lead generation tactics.
- Lack of staff, budget, and/or time is the greatest barrier to lead generation success.
- Cost per lead, revenue, and lead volume are B2B marketers’ favorite metrics.
- Providing engaging content at each stage of the buyer’s journey is “the secret to B2B email success.”
This study answers the question, “What do highly efficient and effective B2B lead generation marketers do differently?”
Answer: Highly efficient and effective B2B lead generation marketers…
- Conduct strategic planning of content 6 to 12 months in advance
- Use reliable measurements
- Use marketing automation systems
- Score leads based on content and engagement
What B2B lead generation strategies do you think will prove most efficient and most effective this year? Leave your thoughts in the comments area below.