7 Best B2B Lead Generation Strategies

7 Best B2B Lead Generation Strategies

In an attempt to help you, the marketing executive, too busy to find good resources, I’ve compiled a best list to help you get what you need without reading through hundreds of search results or filtering through tens of emails.

This list is very specific to lead generation strategies, trends, tactics and hacks. I’ve compiled a round up over the last six months to share with you.

Pick and choose those strategies that resonate best with your organization and share with us your results.

1. Have Good Conversations as Often as Possible

Never rely only on one-directional communication such as website, blog posts, and videos. Try and have a real conversation with your prospects as often as possible.

If your user asks about a feature in chat don’t only offer a link to a knowledge base, offer a 10-minute call to walk them through. This will offer you yet another possibility to sell.

If you are emailing with your lead, offer a video call. If you are in a video call, offer to meet. Try and get closer to your leads every time you interact with them.

2. Use Marketing Automation

Are you already collecting email addresses? If not, you need to fix that as soon as possible.

When you have a source of new email addresses you can use marketing automation to nurture them and earn more data on your lead. Once they have progressed in their purchase cycle with your marketing automation, sales can pick them up.

Use data to segment your customers to send as relevant messages as possible. Never send the same materials to a new lead that you would send to your old customers.

3. How To Optimize Your Content for B2B Lead Generation

There’s some great information here. I particularly like that she talks about top, middle and bottom of funnel strategies. Here’s one that should not go unnoticed. “Another way to make your content more visible in search is optimizing each post, and page with on-site SEO best practices.” 

I like to point this one out is because many of the B2B sites I come across seem to have this piece missing from every page of their site. Maybe you rely on word of mouth, but that really can only go so far and there will be a point of diminishing returns. You need to optimize the content your prospective customers are looking for. Here’s a link to the original article from Alexa. 

4. Three Trends in B2B Buyer Behavior and How to Generate Quality Leads by Addressing Them

One of the best lines in this article “75% of B2B buyers said it is very important that the vendor’s website present relevant content that speaks directly to their company.” Doesn’t surprise me, and you should be seeing a theme by now, that is content relevant to your target, and well optimized should be part of your overall marketing strategy. Link to the article here

5. Chat With Your Users via Live Chat 

Yes, this really is a great method for connecting not only to B2C audiences, but it’s also very effective for B2B. Even though you’ve used precious time to try to ensure that all content on your website is relevant and all possible questions have been answered, some visitors just can’t find what they are looking for.

According to studies, 42% of customers prefer live chat for their customer support questions, while 73% of those who take part in a chat are happy with the results.

Most live chat tools collect email addresses, so again you can combine this tactic with tip #5 in this list.

6. With video blogging you can find new audiences quickly.

Have you ever tried using video, specifically YouTube as a piece of blog content? Just know that you are losing leads. Some of your prospects like to read, some like to watch videos. You should be providing for all needs.

Use all possible channels to multiply your reach to generate leads from new channels. You can even consider translating your content to widen your reach. This is something I’m absolutely going to be implementing very soon – hope you’ll be ready for some serious YouTube stuff in a few weeks.

7. Content Marketing 

Yep, you heard that right. Content marketing gives you the chance to demonstrate your expertise while building relationships with potential customers at the same time. Being able to answer user questions or share new insights with them will build trust, and they’ll see you as more credible as a result. 

8. Create Resources For Your Potential Customers

Whether its a whitepaper, checklist, or some really valuable resource very specific to your potential customers, sharing something they could find useful is a great way to build a relationship and trust early on.

If you attempt to apply just a few of these ideas, your bound to see an increase in your targeted visitation and sales requests. That’s not a guarantee, but applies once you remain consistent in deploying sound best practices in your online marketing program.

What are your most popular lead generation methods?

Let me know which you’ve tried and which worked for you.  

The CMO’s Guide to an Effective Governance Framework

The CMO’s Guide to an Effective Governance Framework

In recent years I’ve met many CMOs and other senior leaders of marketing teams within some of the biggest known brands regardless of industry or location. Each seem to inquire about this one area. Governance.

Why is A Governance Model Critical to Your Marketing Operation?

Because what occurs without it is chaotic and confusing. What’s worse is that without an effective governance and well-defined direction, you may lag behind your competition precipitously. 

There are many moving parts that must occur in each of your digital marketing channels. Take content production, which may be a separate delivery center from your SEO or web development areas, should always be in sync with what those best practices are. Content marketing team lead decides they need to develop a new page of content for the new product launch. They decide to get started and begin building out the new content. 

The problem arises when the following questions might need to be asked:

Does legal need to be consulted? Does the team need additional training to properly optimize in their new CMS? Has the SEO team been consulted on URL structure, information architecture placement? You can imagine the long list of other details and as your team and those surrounding it grows, so do the list of stakeholders, tools, and so on. 

In just the last year, I’ve met with two very different types of business. One, a fairly large Canadian bank, and the other a top three telecom company. The challenge was to figure out how to get their teams aligned, adhere to current industry standards, IT, analytics, and sales all in line and find a solid way to get things implemented. Their internal SEO teams were also being left out of the entire process as well, leaving any recommendations out of the integration process.

Where Do You Begin? 

It starts by assessing your current digital maturity. Most organizations do not have a defined set of standards, little or no documentation or defined processes and ill conceived strategy with mismatched KPIs across teams. 

Depending on your organization, your digital marketing team may not be widely recognized as a formal discipline within your company. If that is the case, your role in establishing governance and a DCOE is going to be very important to the progress of the organization.

There must be a consistent experience globally. If you’re an international brand, you’ll likely encounter many complexities including shared processes, best practices and standards from APAC, EMEA, LATAM, and NA, all requiring you to have this in place so that everyone works from a consistent script. 

  1. As you evaluate your digital maturity, look to see if you’re finding lots of inconsistencies across your website pages or other sites associated with your brand. 
  2. Is your social media handled from the bottom up; making for a fragmented or confusing user experience?
  3. Are you using leading edge technologies to support your digital marketing efforts?
  4. Is there an effective method to evaluate these tools?
  5. How do you evaluate each of your marketing activities to ensure the cost, impact, and overall success of each campaign? 
  6. How often do you find your cross functional teams not sharing or leveraging one another to work in a coordinated and efficient manner? 

Some of these questions will help you determine your need for governance. If you find you’re headed in that direction, I invite you to read on. 

What does a digital governance framework look like? 

Here’s an illustrative view of what one of our client’s governance model might look like

bartoli consulting group digital governance

Starting from the top – in the Headquarters area, you might have in place Brand Strategy, Media Strategy and a Global Marketing Strategy in place, but I’ve found many missing program sponsorship. 

Program sponsorship, generally the executive stakeholder, who sponsors or backs the process, the digital marketing programs, and oversees their efforts in getting the necessary attention and visibility each requires. 

This person(s) is key in making sure nothing is missed or overlooked, or ignored. The SEO has a swim lane, and all recommendations are implemented according to priority level and effort. Content is integrated within all digital teams, connecting calls to action, social media editorial calendar, and IT’s publishing timeline. 

Under the HQ level is the Digital Center of Excellence. A layer just as important as the one that precedes it. If you have no area where innovation, goal setting, performance monitoring, and best practice including industry standards lives, you’ll be met with chaos.

The Subject Matter Experts

Having a subject matter expert (SME) that can speak to each of your marketing activities and  who can oversee all process, standards, tools & technology are set for the company globally, will also make things run more efficiently. 

Related Supportive Resources:

Getting Granular – The Future State of Your Governance Framework

In order to greatly impact the direction and future state of your programs, you may want to shore up your program by including the following components, which you’ll see in many governance planning

  1. Process & Collaboration – This seeks to instill a culture of building and sustaining a world-class (SEO, SEM, Analytics, etc) program with programmatic learning, skills development across the organization
  2. Skills & Training – Bridging the skills gap. This is what enables your team to remain current, and ahead of the curve and ahead of your competition. Define ownership, governance, and management of all digital marketing activities for that particular discipline, i.e. SEM, SEO, etc
  3. Measurement – In order to maintain and support your strategy, you must define and maintain KPIs to measure the effectiveness of that marketing program, and its contribution to business imperatives. 
  4. Technology – Allow for use of the most efficient, leading edge technologies to support your program will ensure your program becomes the most successful it can be. Avoid shortcutting or underspending in this area, as it will under-resource your team and provide for lackluster results.

seo governance

Recently, our team has been working directly with a well-known ecommerce client, and we’ve devised a version on this theme. There is a need to focus on all four areas, however, as we work with our clients, we develop a very customized framework. 

Not all teams are built the same. This particular client has an off shore engineering team that has been operating within its own silo. They are in need of training ongoing, as well as restructuring to understand that the SEO team, based in the U.S., should be the ones governing the SEO program. 

There’s quite a bit of work on their end, as I’ve helped roll this out with them, but they will be far more efficient and successful once they pull it all together operating as a unit. 

If you need any help in developing a governance framework for your organization – fill out the form below, and someone from our strategic account team will connect with you to discuss how we can help build an efficiently run governance model for your business.