For more than 60 percent of marketers, lead generation is the number one challenge. With so many business-to-business (B2B) marketing strategies available, as well as a limited number of resources, it’s difficult to develop a B2B marketing plan that works.
This guide, however, provides your team with the ultimate list of nine B2B marketing strategies. Whether you’re looking to improve your demand generation, lead generation, or lead nurturing efforts, this resource can help your business succeed.
Just keep reading to get started!
B2B marketing strategies for demand generation
The best B2B marketing strategies include a plan for demand generation. With demand generation, your company can connect with potential clients before or as they realize they need your business and its services or products.
Three of the most useful B2B digital marketing strategies for demand generation include:
1. SEARCH ENGINE OPTIMIZATION (SEO)
Today, more than 70 percent of B2B clients begin product research online. They use Google, Bing, or another search engine to research a problem, browse answers to that problem, and discover solutions for it.
That’s why search engine optimization (SEO) is a must-use B2B marketing strategy.
With a demand generation plan that includes SEO, your business can research your target audience, uncover how they search, and build site content that targets those searches. SEO is a continuous process, so your company can continue to create and maintain new and existing content.
To put SEO in perspective, consider the following example.
Your company offers sales management software with a target audience of businesses adopting this kind of technology for the first time. In response, you create a blog post that targets the search, “how to manage sales leads.”
This blog post, if optimized according to SEO best practices, helps your business connect with potential clients in your target market. They haven’t realized they need sales management software, but your post can introduce the idea, as well as demand for your product.
In addition to demand generation, you can also use SEO for lead generation and lead nurturing.
2. SOCIAL MEDIA ADVERTISING
While almost half of B2B marketers call social media the most challenging tactic for generating leads, around 75 percent of B2B buyers use social media when it comes to making a purchase decision. Meaning, it’s the perfect place for making future clients aware of your business.
In most cases, companies in the B2B industry find the most success on the following networks:
- Facebook: Around 43 percent of B2B marketers earn clients through Facebook. As one of the biggest social media platforms, Facebook offers access to a broad audience. It also includes some of the most advanced advertising options, helping you reach the people you want.
- LinkedIn: As a professional social media network, LinkedIn delivers significant results for B2B marketers. It’s responsible for 80 percent of B2B leads, making it an excellent platform for promoting your business to users in the early stages of the buying funnel.
Add a social media advertising campaign to your B2B marketing plan, and your company can generate valuable brand awareness with ads targeted to your ideal client. You can create text ads, video ads, image ads, and more.
While you can also use social media marketing, advertising is essential on social media. Recent algorithm updates across social media networks, like Facebook, make it challenging for organic posts from businesses to gain traction and visibility in news feeds.
Like SEO, you can also use social media advertising for lead generation and lead nurturing.
3. PAY-PER-CLICK (PPC) ADVERTISING
For many businesses, pay-per-click (PPC) advertising offers value for lead generation efforts, rather than demand generation. A targeted and well-researched PPC campaign, however, can work well for demand generation.
In most cases, including a display advertising campaign in your B2B digital marketing strategy can help your company create valuable brand awareness. If you pitch a display advertising campaign to business decision-makers, emphasize that this strategy will drive brand awareness, not conversions.
The idea behind display advertising is simple.
As users browse the Internet, they take in everything around them. Even if they don’t click on your ad, they see your company’s name, your product, and your unique selling point. This recognition can become valuable later when the person’s searching for a solution.
PPC is useful for not only demand generation but also lead generation and lead nurturing.
B2B marketing strategies for lead generation
Almost all B2B marketing strategies include a plan for lead generation. With lead generation, you’re looking to pull users a step closer to becoming a client. You want to provide them with enough reason to call your team, request a demo, complete a contact form, or take another valuable action.
Start motivating your dream client to become a lead by using these three B2B marketing strategies:
1. REVIEW MANAGEMENT
Every company features testimonials from satisfied clients on their website. If you want to maximize your lead generation numbers, however, you need to take a look at the reviews located off your site, like on social media.
That’s because more than 70 percent of B2B buyers look at reviews while considering a purchase.
With a review management strategy, your business can develop a plan for encouraging and managing reviews, as well as responding to reviewers. For example, you can ask clients to review your business on social media networks like Facebook.
You can also create a strategy for handling negative reviews. Maybe, for instance, a team member responds publicly, as well as messages the user privately to resolve the situation. No matter your strategy, do not ignore less-than-flattering reviews.
If you do, your company risks giving away valuable leads.
That’s because more than 50 percent of users involved in the buying process, from coordinators to managers to directors to executives, read reviews. In fact, all the mentioned parties prefer businesses with 11 to 50 reviews.
Make review management a part of your B2B marketing strategy to provide your target market with valuable trust signals. Every review can push a user closer to contacting your business or trying your product.
Companies can also benefit from review management when it comes to lead nurturing.
2. CONTENT MARKETING
As one of the top three B2B marketing strategies for lead generation, content marketing is a must. It generates three times as many leads as outbound marketing strategies. Not to mention, it costs 62 percent less than outbound marketing.
With a competitive content marketing strategy, your business can create content for not only lead generation but also demand generation and lead nurturing. The flexibility of content marketing is why more than 80 percent of B2B marketers use this B2B digital marketing strategy.
A few examples of content you can create include:
- Blog posts
- Downloadable guides
- Long-form articles
- Case studies
- And more
Before you develop content for your B2B marketing strategy, research your audience. You want to invest in content that provides value to your market. Write a blog post, for example, that answers common questions or demonstrates the importance of a product like yours.
For the best results, use content marketing for demand generation and lead nurturing too.
3. WEB DESIGN
A fast, easy-to-use website is critical when looking for leads. That’s because almost 90 percent of users will not only leave a site after a poor experience but also head to a competitor’s site when they do. You want to keep these people on your website, as well as offer an effortless conversion process.
Companies tend to hesitate about redesigning their website. It’s a substantial investment. Most businesses, however, see an average return of $100 for every $1 they invest in improving their user experience (UX).
Your website also impacts the performance of your other B2B digital marketing strategies. With SEO, for example, you direct users to your site. The same fact applies to PPC, as well as content marketing. If you’re sending potential leads to your website, you need to ensure its quality and performance.
That’s why web design is useful for demand generation, lead generation, and lead nurturing.
B2B marketing strategies for lead nurturing
Almost 80 percent of leads never become sales, due to a lack of nurturing. That’s why lead nurturing must become a core part of your B2B marketing strategy. If not, you risk undoing the tremendous amount of work you’ve done throughout the demand generation and lead generation stages.
The top three B2B marketing strategies for lead nurturing include:
1. EMAIL MARKETING
Compared to other lead generation methods, email marketing generates 50 percent more sales. That’s why it’s one of the top B2B digital marketing strategies, boasting use by more than 75 percent of B2B marketers.
With email marketing, your business can create customized campaigns for specific types of leads. For example, if your company offers more than one service, you may create separate email campaigns for leads interested in Service A, Service B, and Service C.
This segmentation allows your team to create personalized emails, which can have a tremendous effect on your email marketing campaign’s performance. To demonstrate, studies have shown that email personalization can increase conversions by 10 percent.
You can build your email subscriber list with the following B2B lead generation strategies:
For each of these tactics, your team can take a few different approaches. For example, you may publish an exclusive, downloadable guide that requires users to provide their email. Or, you may launch a PPC campaign that encourages buyers to complete a contact form and become a lead.
If you use email marketing as a part of your B2B marketing plan, make your life simpler with an email marketing management program, like MyEmailFX, Mailchimp, or Adobe Campaign. Each tool can help your business personalize, monitor, and track your campaigns.
Like many digital marketing strategies, you can also use email marketing for lead generation.
2. EVENT MARKETING
More than 70 percent of B2B marketers use event marketing as a part of their plan for generating leads. A company may attend a trade show or industry conference, for example. You can also, however, leverage event marketing to nurture valuable leads.
For instance, if your business hosts an annual client summit or client appreciation party, you could invite qualified leads to attend. This event provides them (and your business) an immense opportunity. They can talk to current clients, chat with staff members, and more.
If your company doesn’t have the space to host an event, you can still use event marketing.
Say your sales team attends a trade show near a lead’s offices. Your team can invite that lead to stop-in and chat. Or, you can take an alternative approach, offering to take the lead out to lunch while you’re in town. Either way, you can get creative with event marketing.
Get the most from event marketing by using it for lead nurturing and lead generation.
Remarketing is another powerful way to nurture leads, which is why many companies incorporate it into their B2B marketing strategy. With remarketing, you can advertise to users that visited your website previously.
Depending on your website’s design, you can get aggressive with targeting leads. For example, you can create a separate remarketing audience for leads that came from Service A, B, and C, rather than building a single campaign for Services A, B, or C leads.
With a well-research remarketing campaign, you can keep your business top-of-mind for leads. This is especially critical in the B2B industry, as potential clients often request quotes and demos from multiple providers. A remarketing campaign can help you reemphasize your unique benefits to those leads.
You can also use remarketing for lead generation, in addition to lead nurturing.
Get a custom B2B digital marketing strategy
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