Which B2B Lead Generation Strategies Work Best?

Lead generation is highly challenging in B2B sector, because the B2B clients are most aware of latest technologies, market scenario etc. In fact, they have very specific requirements and they love the solutions that are tailor made for their business.

B2B marketers are much active exploring new B2B lead generation ideas and tactics, but one question that remains unanswered is “what works best?”

Well, the answer to this question depends on who you ask. A  Hubspot’s study of the best B2B lead sources recommends that SEO is the best (identifiable) lead generation channel, while on the other hand Chief Marketer’s data on the same question, votes for email marketing as the most effective channel for B2B lead generation.

And you may find some researches and surveys showing social media and content marketing as most effective forms of B2B lead generation.

Why is so much variation?

The most likely answer is that the results are biased! Truly speaking, a survey conducted by an email marketing provider will almost certainly be different than the one conducted by PPC management tool.

It’s not because the audience is biased for loving one tool and hating other, but because the audience of each tool have different skillsets and requirements.

Contradictions aside, the top online marketing strategies that best work for B2B brands are:

  • Email marketing; when you follow the email marketing best practices.
  • Search marketing; when an expert in SEO and PPC runs the campaigns.
  • Social marketing; when you are either a social media guru yourself or can hire one.
  • Content marketing; when you have a foolproof strategy in hand.

But, bear in mind that how you use a lead generation channel is more important than what lead channel you choose!

Email marketing, search engine marketing, and social media marketing can show up instant results, while search engine optimization and content marketing can take longer. On the other hand, you need a good budget with consistency for the earlier discussed ones, while the later will keep on generating results in long term without consistent spending.

Remember that the channels that work for one B2B brand do not necessarily work exactly same for the other. So, keep testing various channels and stick to those that work best for you.

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