Quick Take: You need an omnichannel approach to reach and influence buyers. The tactics below reinforce one another.
Now that we’ve established the core components of a successful lead generation strategy, let’s dive into some specialized B2B lead generation tactics that can supercharge your efforts.
Content Marketing for Lead Gen
In-depth, industry-specific content is a powerful tool. Think whitepapers, case studies, video tutorials, and informative blog posts tailored to your ideal buyer’s pain points and interests.
For example, let’s say you offer cybersecurity services, and your ideal buyer is Alex, a Chief Information Security Officer at a financial institution. What type of content can you create?
- A detailed case study showcasing how your cybersecurity solutions protected a similar financial institution from a cyberattack
- An informative blog series on emerging cyber threats and mitigation strategies specific to the financial sector.
- A weekly newsletter highlighting emerging cybersecurity threats.
Regardless of the content format, the goal of this lead generation tactic is to leave your buyer persona thinking, “This company truly understands the unique challenges we face and can provide the solution we need.”
Email Marketing Tactics
Email marketing is about delivering personalized, valuable content.
For instance, if you’re a SaaS company offering different software solutions, you wouldn’t want to send the same email to a startup founder and a Chief Technology Officer of a large enterprise. They have distinct needs and interests.
When emailing a list of prospects, your audiences should be carefully segmented so you can deliver relevant campaigns.
Consider employing automation with 6sense’s Conversational Email tool to streamline your email efforts. It can:
- Help you quickly set up drip email campaigns tailored to specific buyer segments
- Followup with prospects based on their research activity, delivering sharply-targeted followup emails
- Answer replies from prospects, assist them, and move them toward scheduling a call or booking a demo
Social Media Outreach Strategies
Social media platforms are valuable B2B lead generation tools. However, it’s crucial to approach social media outreach with a clear strategy in mind.
First, identify the social media channels where your target audience is most active. For B2B, platforms like LinkedIn and X (formerly Twitter) are often hotspots for professional networking and lead generation.
Next, you’ll want to engage with decision-makers, join industry groups, and share content that resonates with your audience and positions you as a thought leader. For example, you might share insightful articles on industry trends, comment on relevant posts, and participate in group discussions to establish your expertise.
Paid social advertising is another avenue to explore. LinkedIn in particular is a goldmine for this type of B2B lead generation. According to a recent report, nearly 85% of B2B teams use LinkedIn during the buying process. For a step-by-step guide on using LinkedIn to generate high-quality leads, check out these 5 Recipes for Creating Effective, Perfectly Timed LinkedIn Ad Campaigns.
Webinars and Events for B2B Leads
Webinars and events are also excellent tools for showcasing your expertise, interacting directly with your target audience, and collecting valuable B2B leads.
Consider this scenario: You’re a marketing consultancy firm specializing in SEO services. You can attract marketing managers, business owners, and SEO enthusiasts by hosting a webinar titled “Mastering SEO Trends for 2024.”
During the webinar, you can provide valuable information, share success stories, and offer actionable tips. Attendees who find your content helpful are more likely to engage with your brand and consider your services in the future.
Industry conferences and trade shows also offer excellent opportunities for B2B lead generation. These events gather professionals and decision-makers in one place, providing you with a captive audience interested in your industry.
To maximize the impact of webinars and events, consider offering incentives for attendees to share their contact information. For example, you can provide access to exclusive resources, downloadable materials, or special discounts in exchange for their details.
If you’re using 6sense, you have even more options for lead generation from events.
Cold Outreach and Personalized Messaging
Cold outreach, combined with personalized messaging, is a B2B lead generation technique that can yield remarkable results when executed strategically. This approach involves reaching out to potential leads who may not be familiar with your brand or offerings.
The key to successful cold outreach is personalization. Generic, one-size-fits-all messages are unlikely to grab the attention of busy professionals. Instead, you must craft tailored messages that address each recipient’s specific pain points, needs, and interests.
Start by conducting thorough research on your prospects. Understand their roles, challenges, and objectives within their organizations. This information will be invaluable in customizing your outreach.
For instance, if you offer HR software solutions, and your target is the HR manager of a mid-sized tech company, your message might begin by acknowledging the unique challenges HR managers face in tech environments. You can then highlight how your software streamlines HR processes and improves efficiency.
Intent data is a huge advantage for this type of outreach, since it can let you know which leads are likely to be receptive, and it also give you insights into the topics they are likely to care about.