Lead generation is a top priority for businesses of all sizes and within all industries. Considering the current climate, generating leads is becoming an even greater focal point as we navigate unfamiliar waters and harsher business conditions. Following and understanding the path of a customer prior to becoming a ‘lead’ should be a vital consideration in your B2B strategy. Firstly, how are you attracting new customers? And secondly, once a prospect lands on your page, how can you ensure they submit their details? Throughout these two stages, there are a few considerations your B2B business should make to ensure a successful lead generation strategy.

Lead generation is the process of generating consumer interest for a product or service with the goal of turning that interest into a sale – Optimizely

1. Generating high quality leads

Often businesses forget that lead generation is about quality over quantity, so do not be disheartened if you are not attracting thousands of leads throughout a campaign. Generating high-quality leads is a common hurdle that many B2B businesses struggle to overcome. In fact, 50% of marketers consider generating high quality sales leads as their primary business challenge. According to Forrester, top performers convert 1.54% of marketing-qualified leads to revenue. This means almost 98% of people who start the customer journey are lost. While these statistics prove that your business is not alone in these struggles, it’s important to try to improve the quality of leads you are attracting to, therefore, guarantee a successful return on investment. You can find out how to do this in our previous blog: Online Lead Generation Strategies that Work

2. Ineffective uses of landing pages

Once you have identified your call-to-action, the next step is establishing where you want to lead your customers. 44% of clicks generated by B2B companies direct customers to their homepage, rather than a dedicated landing page. A homepage is generally less specific and requires users to use the navigation to find the information they are looking for. This increases your bounce rate and potentially your risk of losing that customer. By creating campaign-specific landing pages, you have the opportunity to provide the prospect with tailored sales messaging and relevant calls to action, increasing the chances of converting that lead.

3. Missing or misleading call-to-actions

Call-to-actions (CTAs) should be at the forefront of your mind when creating any form of content, including blogs, websites, social media advertising, email marketing, print media – you name it. All of your content should stem from your pre-defined call to action. That said, as many as 70% of small B2B websites lack a CTA.

Leaving prospective leads scratching their head wondering what the next step of their journey is, is only going to cause frustration and push them further into the arms of a competitor – Small Biz Daily

By ensuring all the content you are producing is sales and marketing-focused and provides prospects with a clear direction of where you want them to go, you can mitigate the risk of opportunities dropping off whilst also meeting their needs and expectations.

4. Not reviewing the success/failure of campaigns

Measuring the success or failure of your B2B marketing campaigns should be a priority for your organisation. Often, businesses rely on content being shared during particular stages of the marketing/sales funnel without assessing how that customer engages with the content and if it is effective. If not, this may cause leads to drop out rather than travel through the funnel. By monitoring and when required, adjusting, your campaigns, you are increasing your conversion rates and ensuring customers progress through the funnel. This will ensure you are attracting the right people to your website and increase the traffic across your channels.

Lead generation is a core part of the sales funnel. All B2B businesses are thinking about lead generation and how they can improve current strategies and implement new ones to reach their desired audiences. There are many considerations your businesses should make to meet customer expectations, provide prospects with the information they need, increase traffic to your channels and ultimately, encourage them to share their contact details with you. By taking the above considerations and putting them into practice, you can start to generate more leads, and better quality leads.

If you would like more information on lead generation and how it can help your business, contact The Lead Agency.

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