There were quite a few lead generation best practices by 2021.

However,  it’s still a constant struggle for even the fastest-growing B2B companies to get new leads.

Salespeople, who have direct, one-on-one interaction with customers, can adapt their company’s value proposition based on the customer’s preferences and context.

Marketers, on the other hand, don’t have the same level of finesse or urgency.

Lead generation best practices 2021 were good, but lead generation best practices 2022 are better.

It’s important to note that while there are several B2B lead generating tips to choose from, the following are the most important.

Whether you’re starting from zero, or fine-tuning an existing strategy, the lead generation approaches listed below are proven to work.

Strategies covered in this blog:

1. Produce Interesting Content
2. Simplify The Demo Booking Process
3. Team-Up With Like Minded Companies
4. Test Everything
5. Engage In Social Media Conversations
6. Personalize Direct Messaging With Prospects
7. Make It Free Or Cheap To Try
8. Remarket And Retarget
9. Target Your Competitors’ Audience

#1. Produce Interesting Content

By broadening your content, from purely brand to value for the customer, you make it more exciting for yourself and your clients.

B2B content marketing possibilities are practically unlimited if you think hard and broad enough.

Use a range of content ideas:

1. Maintain a consistent social media presence
   Use Facebook, Twitter, and LinkedIn. Perhaps Instagram, if your designer is up for the challenge and you wish to reach a younger audience.
   
2. Blog regularly, using different templates
   Mix long-form blogs, list blogs, press releases for new products, executive interviews, customer reviews, etc.
   
   
3. Involve your customers
   Get them to participate in your production process by hosting a podcast, a webinar, an interview.

#2. Simplify The Demo Booking Process

Booking is the lifeline of many online businesses.

Creating a frictionless experience and driving sales isn’t easy, especially when your customers need to take steps to book a demo.

We’ve curated some straightforward steps to help you recognize areas where you can improve.

1. Invest In Good UX
2. Reduce Excess For Better Page Load Speeds
3. Team-Up With Like Minded Companies
4. Test Everything, No Matter What!
5. Engage In Social Media Conversations
6. Personalize Direct Messaging With Prospects

#a. Invest In Good Ux

This includes both the booking process and the design elements that precede it. Seventy-seven percent of agencies say bad UX can be one of an enterprise’s biggest mistakes. A redesign would be worthwhile if you do most of your business online (or want to increase your online presence).

#b. Reduce excess for better page load speeds

Loading times can kill incoming leads. As per Kissmetrics, a page is abandoned in 6-10 seconds. Scads of elements act as anchors, slowing down your page speed, reducing sales. Let someone evaluate and improve its load speed.

#3. Team-Up With Like Minded Companies

Promoting your website, products, and services on a third-party site will increase your reach and visibility.

Third-party reviews increase customer trust in your brand, products, and services.

Partner with like-minded companies to increase your brand value. It boosts your organization’s credibility.

PPC ads on search engines and social media are dependable when you wish to increase brand visibility and credibility.

Some people prefer organic growth, failing to realize SEO requires time and investment.

PPC is quick, measurable, and increases conversion. Now.

Customers trust what others speak about you. You can ask your employees to share and review articles to increase brand awareness and trust.

Similar to third-party review sites, third-party ads and reviews of your products or services build trust, converting visitors into leads or sales.

Allow others to post reviews and comments on your sites, a great way to build trust.

#4. Test Everything, No Matter What!

A common CRO mistake is focusing on minor details like CTA button colors and font styles because countless articles claim that adding an exclamation mark increased conversion by 3 million percent!

Start by testing different messages on your page to see which one works best.

Test different CTA copy variations because this is what has by far the most significant influence.

Simultaneously, remove:

1. All conversion barriers
2. Slow loading times
3. Poor navigation
4. Inflexible design
5. UX issues deterring leads from converting

#5. Engage In Social Media Conversations

Engage and interact on your social platforms. As previously stated, staying active on social media is vital.

Regular content posting is essential, but so is general activity.

Dedicated people should manage your brand’s social media pages.

This does not mean one post per day.  Or posting more often each day. Test what works for you best.

Responding to comments and re-sharing content that you find valuable are examples of engaging with your followers. The more active you are, the better.

#6. Personalize Direct Messaging with Prospects

You’ll be surprised at the results when you target the right prospect at the right time.

This may be the best thing you ever did. It’s a quick and easy way to reach customers. Plus, it’s more informal than a phone call or email.

For example, LinkedIn InMail messages allow you to share valuable content with contacts.

You can also nurture leads by introducing yourself and asking about their current needs.

Even if now isn’t the right time to buy, you can stay in touch with them for months (they’ll still see your content, keeping you top of mind).

You can then message them later and possibly close a sale.

#7. Make It Free Or Cheap To Try
Here are a few critical areas in the customer journey.

1. Identify stress-tolerant zones and stress-inducing ones from your analytics, and customer surveys.
2. Streamline processes to reduce/ eliminate problems caused by cutting corners.
3. Don’t play with customer experience. In tough economic times, customers reflect on what they value most. Respect this.
4. As perceived differences between suppliers and products narrow, your company’s expertise becomes increasingly vital

Organizations can identify areas to slice journey costs without compromising customer experience by working backward from these critical moments in the customer journey.

While keeping costs low is essential, focusing resources on areas that can generate the best return cannot be taken lightly.

A project’s ROI or ability to identify customer pain points justifies the initial investment.

A narrow focus on cost reduction may result in missed opportunities.

#8. Remarket & Retarget

The following are the most effective methods for retargeting your prospects to turn them into leads and customers:

1. Retarget visitors to product/service pages
   If someone views your website’s product or service pages, retarget them across channels with relevant case studies, ebooks, or client testimonials, earn their trust and drive them back to your site for lead generation.
   
   
2. Retarget visitors to non-converting landing pages
   Remarketing can be used to target non-converting but potential customers on social media and redirect them to the conversion page.
   
   
3. Use topical lead magnets to retarget blog visitors
   Do your blog pages receive high traffic? Turn visitors into leads and customers by retargeting them with relevant lead magnets.

#9. Target Your Competitors’ Audiences

Take a closer look at these lead generation channels for B2B.

Use tools like MOZ, Ahrefs, SEM Rush, or Sparktoro to crawl and understand the market, your competitors’ rankings, and keywords.

These tools help you create content focused on high volume, medium to low difficulty keywords and start ranking for terms that your competitors already drive.

Here are the top lead generation channels for b2b and how you should use them.

#a. LinkedIn Targeting

First-degree connection targeting is a new addition to LinkedIn’s targeting portfolio.

As the name implies, you can target first-degree connections of employees of a company with over 500 employees. This is a great way to claw into your competitors’ relationships.

Deliver sponsored content directly to your audience, increase brand awareness and add value by providing downloadable content.

LinkedIn’s Lead Generation Forms feature allows mobile users to fill out forms on the platform, providing a seamless user experience while collecting data.

#b. Twitter Targeting

Using Twitter ads, you can target users who are tweeting competitor keywords.

Targeting competitor Twitter handles allows you to reach users with similar interests to their followers.

Again, combining this method with geographic and linguistic targeting helps refine targeting.

It is ideal to drive large amounts of traffic to gated pages to generate leads in volumes.

#c. Google AdWords Targeting

Contextual targeting in display campaigns targets ads to sites in the Google Display Network.

Using competitor-specific keywords will allow your ads to be seen by people who already have an interest in the targeted audience.

Conclusion

It’s possible that specific B2B lead generation tips we mentioned haven’t worked for your organization in the past.

We recommend retrying these with minor adjustments.

However, you know what is best for your business, so go with your gut.

Create your lead generation strategy and convert leads to sales as quickly as possible.

Accelerate your leads and sales today with a proven marketing agency

Digitalzone puts your B2B leads and sales on steroids. 

Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.

We help B2B companies, just like yours, with Account Based Marketing, Content Syndication, Intent Based Marketing, Lead Generation and List Building.

Get in touch with us today, to accelerate your sales.