20 Handy B2B Lead Generation Resources
May 30, 2016
The Internet is chock-full of B2B lead generation resources crafted by marketing experts, business owners, and other specialists. A quick Google search can bring you to several tips, infographics, case studies and presentations that can help you improve your current B2B lead generation campaigns.
However, not all of your online searches will yield helpful results. Sorting out the great advice from the just plain bad can end up being a pretty daunting task. But never fear! We’ve got your back and have compiled some of the top online resources for you to check out.
Blogs, Slideshares, and Infographics
If your company is planning to leverage content marketing to generate leads, Hubspot is the perfect “hub” for it. They also provide interesting statistics on lead generation, marketing, and even CRM software in easy-to-read nuggets of wisdom that are totally share-worthy. They’ve pretty much perfected and put into practice what content marketing should be. Check out their blog to see how the pros do it.
Hubspot also publishes articles on how to effectively generate leads across various platforms, especially on social media. Their 2015 post ‘13 Tried-and-True Lead Generation Ideas (And the Numbers Behind Them)’ is well-researched and a great read.
If you’re new to the lead generation game and want to test the waters before going for a swim, you can check out this SlideShare presentation about five lead generation experiments you can try right now.
Abhishek Shah: Thirteen Creative Ways to Use LinkedIn for Lead Generation
LinkedIn is like the cream of the crop when it comes to online networking. It’s the digital equivalent of rubbing elbows with CEOs, CFOs, COOs, and every other company member that you wouldn’t typically find on Facebook. If social media is made up of a series of parties, this is the party you want to be at.
In this SlideShare presentation, serial entrepreneur, Abhishek Shah, shows how they use LinkedIn to generate leads for your business in 13 easy steps. It’s not rocket science. Some of the steps are so simple you can pretty much try them all out during your lunch break.
The team behind Mashable ‘is the go-to source for tech, digital culture and entertainment.’ You can count on these guys (and gals) to compile great ideas and statistics into something easy to understand. Their content is great for helping companies generate leads, as well as be more competitive in their respective fields.
In the article entitled ‘The Beginner’s Guide to the Hashtag’, Mashable gives tips about how to not mess up your social media initiatives by using hashtags the wrong way. The article is a useful resource for business owners and marketing teams alike. For those who are new to the #hashtag business, apparently there’s science behind it.
Another excellent resource is the article entitled ‘Brands <3 Emoji.’ We all know that emojis are hot right now, and Mashable teaches you how to use these cute, trendy little digital icons to attract customers online.
Lead Genius’ SlideShare presentation on the best practices for lead generation walks you through the outbound and inbound sales funnel. Although it may be a bit heavy on stats for a 54-slide presentation, it’s still a great resource for those who want to understand the sales funnel journey.
A Cisco study found that by 2019, 80 percent of all consumer Internet traffic will be from Internet video traffic. Kissmetrics leveraged this stat in their blog article titled ‘Using Video Metrics to Collect Better Data for Lead Generation.’ If your company is big on video content, this resource is definitely a gold mine.
We’re not just talking about professionally made videos. If your company has blogger brand ambassadors, those quick Instagram videos can also be converted into lead generation initiatives.
Speaking of Instagram, here’s a quick infographic from Kissmetrics about the science behind brands on Instagram. In fact, when it comes to lead generation infographics, Kissmetrics has a whole lot. Visit this page to check out Kissmetrics’ infographics library.
When it comes to lead generation, the motto, “If you build it, they will come” is not always true. As you might have experienced, just because you have a website in place, that doesn’t always guarantee traffic and a successful sales conversion rate.
That’s where this SlideShare presentation from Formstack comes in handy. The presentation shows how three preferential customer behaviors come into play on every page of your site.
If your company has a blog that runs on WordPress, a blog article entitled ‘3 Must-Have WordPress Plugins for Lead Generation’ will provide you with sources for apps to optimize your business blog for lead generation purposes.
If you feel like you’ve tried every lead generation tactic in the book, this SlideShare presentation from Demand Wave offers five more untapped areas for lead generation you might want to give a crack.
On their company blog, Demand Wave also has a great article about 2016’s tops trends in B2B digital marketing and SEO. This post is definitely worth a read if you want to get updated on what’s going on in the digital world.
In recent years, there has been a boom in the startup industry. Many of these startups have become quite popular through digital marketing.
In this blog article from WordStream, startup entrepreneurs share their top lead generation strategies. Whether you’re just starting off, or you’re a veteran entrepreneur, you can learn a thing or two from these newly minted business owners.
MarketingProfs has quite a collection of available lead generation materials for business owners. In one article, marketing blogger, Matt Banner, talks about ways to optimize your social media conversation and enhance activities with lead generation tactics that will drive users through the sales funnel.
The Most Effective Lead Follow-Up Strategies: Adam Bluemner on Marketing Smarts [Podcast]
In this podcast, Adam Bluemner from Find Accounting Software talks about the most effective follow-up strategies for web-based B2B lead generation from an analysis of 63,256 calls.
Based on the study, if a sales representative waits a day before calling, the contact rate goes down. Bluemner also wrote a case study on follow-up calls on the company website, which is another excellent resource for B2B companies trying to improve their sales strategies.
The B2B Marketing Leaders Podcast
Take it from the marketing leaders in the B2B industry. In this podcast, 25 business leaders talk about the future of B2B marketing, best strategies in content marketing, success stories, failures, and emerging trends.
This podcast is not just for business owners but also for B2B marketing professionals who want to advance their careers. Speakers include Heinz Marketing founder, Matt Heinz, Cognizant’s Head of Social & Global Content, Gerry Moran, and LinkedIn’s Senior Content Marketing Manager, Jason Miller.
What Makes Buyers Tick: Dr. Carl Marci of Nielsen Consumer Neuroscience on Marketing Smarts [Podcast]
Nielsen Consumer Neuroscience’s chief neuroscientist, Dr. Carl Marci, shares insights into the customer’s decision-making process. The podcast can help you understand how your audience responds to a particular ad while they’re still watching it, or if a particular way that a product is packaged turns people away rather than inviting them in.
The biggest lesson here is that a customer’s emotions play a large role in deciding whether content is relevant or not. The secondary lesson is that B2B marketers are now capable of analyzing the effect of their marketing campaigns through a real-time collection of consumer reactions without disrupting the content consumption experience.
How B2B Brands Can Rock Social: B2B Marketing Forum Speaker Eric T. Tung on Marketing Smarts [Podcast]
BMC Software’s social media manager, Eric Tung, shares how brands can be rock stars on social media. Social media can become an efficient lead tool for brands, but it requires planning. It’s not just about posting when or what you want to.
A great piece of advice from this podcast is to empower a company’s employees to become social media ambassadors by rolling out policies within the enterprise. Getting senior executives to be active on social media, especially LinkedIn, is also a good way to generate brand awareness.
Why Millennials Ignore Your Marketing (and How to Fix That): Matt Britton on Marketing Smarts [Podcast]
Millennials are experts in tuning out marketing in conventional media, which is a big problem for brands. Marketing expert, Matt Britton, is the CEO of social media agency, MRY.
In this podcast, Britton shares tips to catch the attention of elusive but powerful Millennials. If Millennials account for a significant chunk of your target market, then this is the podcast for you.
As you can see from the listed podcasts, Marketingprofs has an incredible amount of quality audio content for lead generation professionals to absorb.
This case study is about Xeikon, an Original Equipment Manufacturer (OEM) who used to focus on an annual trade show. The company decided to run a multi-month and multi-channel campaign to generate leads and create awareness.
The targeted marketing effort was able to achieve a 300 percent ROI and resulted in 140 qualified leads. That might not seem like much but for an OEM, that was an astonishing amount of new business.
This case study is about ServiceMaster Solutions, a commercial janitorial and cleaning services franchise based in Portland, Oregon. It’s one of the five biggest commercial franchises of its kind in the United States.
When the CEO realized they had exhausted their relationship-building initiatives, they decided to leverage an online direct response ‘marketing machine.’ The campaign resulted in a 9 percent conversion rate and a 150% surge in generated leads.
Who would have thought that a shipping company could generate so many leads using social media? Danish shipping company, Maersk, turned to social media not just to increase its brand awareness but also to enhance employee satisfaction, gain market insight, and forge relationships with its customers.
They started sharing ‘inside stories’ that happen in their business such as where their staff comes from and how they are helping increase the sale of avocados from Kenya.
Since then, the shipping company has significantly increased brand awareness and grown a large social following all because of targeted content and social media marketing.
B2B marketing for software and hardware are harder than B2C. Conventional lead generation methods include email and telemarketing, but IBM decided to go a different route by launching the ‘intelligent listening’ program internally.
They ‘listened’ and investigated conversations about cloud computing on social media from users. Their sales people were given access to an RSS feed to find related content that they could then post on social media and to their internal IBM site profile pages. These efforts generated a boom in their B2B customers, showing how important it is to listen to your audience.
Inspired Marketing is a B2B company that sells online training programs and digital materials about social networking tools such as Twitter, Facebook, and LinkedIn.
In 2010, the company released over 300 web seminars or webinars called GoToWebinars. The campaign resulted in more than $2.5 million in sales for 2011. In January alone, seven webinars resulted in sales of $250,000.
Expert Insights on Lead Generation
All of these online resources provide expert insights on lead generation. Success stories (case studies) can help show you particular tactics and strategies other companies have used successfully. This can direct your future efforts in a more strategically.
If you think you’ve exhausted your current relationship building capabilities, take a cue from some of the experts on the podcasts or leverage the cold, hard statistics available to help you craft a more effective lead generation campaign.
Better yet, your research and brainstorming might just lead you to discover your own innovative way to generate leads. It may just be successful enough to land your business in a case study of its own!