B2B Lead Generation Strategies - Part 1

Build Content Strategically

Not every marketer is sure whether or not they need their content. However, this is one of the most effective ways to generate demand and identify executives who care about your business.

When done properly, gateway content can increase purchases and conversions. Case in point: The Finance and Commerce Website Marketing Strategy Guides added almost 11,000 target subscribers to their email list in just one month using a content closure scenario. Unbounce closed content statistics reveal more campaigns with conversion rates that fall between 19-45%.

Portal content placement is wise if you have already built a library of content that you are sure your audience is enjoying. That way, loyal readers will not be intimidated when they give you names and email addresses to read what you have written.

Provide content in exchange for an email or personal information

Use content offers that require contact details for users to access. This will help you to quickly increase your contact list and start the lead generation process. Provide various resources like eBooks, guides, white papers, checklists, tutorials, tools, and anything else you can produce that adds value to your audience members.

Other opt-in offers like newsletters and webinars should also be used if possible. Whatever you choose to produce, make sure it is actually useful in the form of education, problem-solving, or entertainment.

You will need to use forms if you want to capture your visitors' contact information. The best practice is to minimize the number of required fields and look for only the information that your sales team really needs. If your form is too demanding, you will scare possible directions regularly.