B2B Lead Generation Channels and Tactics (and What Not To Do with Them)


B2B Lead Generation Channels and Tactics (and What Not To Do with Them)

Lead generation is a unique way to uncover business needs and fire up interest in target customers by using relevant channels to shape up the sales pipeline. Over the years, marketers have relied on it in reaching their sales goals. However, some didn’t see the same effect in their marketing moves and reported the following as the worst lead generation tactics.

 

Telemarketing

Calling prospects to build up interest in a product or service may be over the hill, but for true-blue marketers, it remains to be one of the most effective lead generation practices until today. They find it a good way to proactively push an offer and receive immediate feedback from customers. Apparently, human interaction is one of its positive effects. 

Worst when: running a campaign with a non-targeted database that could hold your chances of catching the right decision makers and end up chasing the wrong buyer. 

 

Email Marketing

Among lead generation tactics, email marketing is hailed king. Lauded for its cost-effectiveness and versatility, email marketing enables you to reach, connect and engage a wide-scale targeted audience which helps build awareness for your brand and delivers measurable results. Like telemarketing, a well-profiled list is also key in lifting email KPIs. Thus, expanding your database aside from letting you create a deeper relationship with your target buyers.

Worst when: using an unhealthy contact list which may result in your email inbox crowned with bounces and invalids. 

 

Content 

There isn’t much required of content to be considered as converting other than it should contain a sufficient amount of data-backed information and setting expectations which brings in higher domain authority and increased conversion potential.

Worst when: your content missed to show substantial data that would address the needs and questions of your target buyers – not a single link clicked, no content shared or any form downloaded, which results in less product visibility in search engines and low web traffic. 

 

Company Website

A website is sure to drive traffic if it’s visually appealing, easy to navigate, search engine optimized and geared towards actionable information. 

Worst when: unresponsiveness and other reasons that cause your website’s underperformance can make your web visitors navigate away in 15 seconds after login. 

 

Landing Page

Before you can revel in impressive conversions from your lead generation campaign, you must first learn the art of generating leads with your landing page. Creative and compelling content that would cause visitors to give up their information in exchange of valuable data will allow you to generate insights about your target market, grow your email list and establish a stronger connection with your target audience. 

Worst when: your visitors don’t get enough answers and see no reason to navigate on your landing page. When this happens, you are likely to miss the 5-second chance to achieve 70% longer average sessions to convert visitors into possible buyers.

 

Events

73% of marketers who prioritize lead quality use in-person events for their lead generation initiatives. Whether it’s a masterclass or a trade fair, personally meeting your target customers will help you gain their trust, strengthen your brand message, boost visibility for your product and enable you to create a wider network of engaged customers, resulting in higher chances of conversion and a shaped-up sales pipeline. 

Worst when: hosting an event without a solid objective, taking up topics that are not relevant to your brand and missing to create a detailed pre and post-event program that can cause an overrun on your budget and customer dissatisfaction. 

 

Social Media

Knowing which social media platforms are best suited for your business will open doors to better engagement with your target audience, induce social presence and enable you to cross promote from one platform to another. However, these successes cannot be achieved by simply posting or sharing content on any social media app. You need to identify your ideal customer profile, define your goals and find your audience – be where they are, join their circles and speak their language. 

Worst when: opting to use an app without knowing the culture of each social media platform which could get you blocked or unfollowed. 

 

There are three factors that could cause the worst on a lead generation campaign: a non-targeted list, a non-compelling content and a lack of insight. But, ensuring the quality of data, creating relevant content and acquiring sufficient knowledge about your target market will bring out the best.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

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B2B Lead Generation Channels and Tactics (and What Not To Do with Them)