The document outlines best practices for B2B lead generation, highlighting key tactics such as content marketing, email marketing, and the importance of an omni-channel approach. It emphasizes the challenges B2B marketers face in generating quality leads, the necessity of long-term relationship building, and effective content measurement. Additionally, the document discusses the significance of landing pages, CRM validation, and nurturing processes in improving lead conversion rates.

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BEST
B2B
Practices for
LEAD GENERATION

2. TOP TACTICS FOR B2B
Webinars
Email Marketing
LinkedIn
E-commerce/ punchout
Prospecting (CPL) Programs
ABM

3. Marketing
Strategy

4. Table of contents
GETTING STARTED EXERCISE LIFE
CYCLE OF A LEAD
MAXIMIZING CONTENT / MARKETING ASSETS
LANDING ENVIRONMENTS
LEADGENERATION METHODS AND CHANNELS
LEAD VALIDATION
LEAD NURTURING AND SCORING
BUSINESS DEVELOPMENT WARM-UP
ENTER SALES
CONCLUSION
HOW B2B MARKETERS USE CONTENT ASSETS Measuring
Success EFFECTIVE CONTENT FOR B2B MARKETING
COMPONENTS OF A LANDING ENVIRONMENT OTHER
LANDING
ORIENTING A COMPANY TO TARGET BUYER
PERSON AS OMNI-CHANNEL CONSUMER
DEMANDS OMNI-CHANNEL METHODS
OUTSOURCING
CRM VALIDATION
NURTURING LEAD SCORING
Personalized vs. Automated Scoring
Collaboration Between Marketing,
Business Development, and Sales
BUILDING LONG-TERM RELATIONSHIPS
PERSONAS AND BDR REEVALUATE THE BUYING CYCLE
MAKE THE SALE NATURAL
EFFECTIVE CONTENT FOR B2B MARKETING

5. INTRODUCTION
Lead generation is the most challenging and complex aspect of B2B
marketing. In fact, a recent survey conducted by the B2B Technology
Marketing Community on LinkedIn identied the following:
• Generating quality leads is the biggest challenge for B2B marketers.
•Converting leads to customers requires an ongoing process of
testing and improving campaigns.
• Shortage of staff, budget, and time are the most common obstacles
to success.
• A limited ability to create content can be a major stumbling block.
Also, According to the poll, the most effective types of lead
generation are a company's website, SEO strategies, and email
marketing. However, according to a recent Hubspot State of
Inbound Marketing report, B2B marketers can seldom say where
their leads come from because they frequently come from sources
that aren't assessed in a typical analysis (i.e. Other).

6. Lead generation necessitates a strategy that focuses on
developing relationships while also analyzing and
evaluating the lead's conversion potential.
Predictive behavioural analytics, automatically adjusted
nurturing streams, extensive CRM interfaces, and
convergence and synchronisation of online and real-world
techniques are all part of a holistic lead generation plan for
B2B marketing.
How to work?

7. Life Cycle of a Lead
• Content marketing
• Paid search
• Organic search
• Webinars and live events
• Social media programs and outreach
• Email marketing
• Content syndication
• Marketing automation / lead nurturing
• Programmatic campaigns
• Mobile programs
Demand Generation-Lead Sourcing
(Inquiries)
Sales Accepted Lead (SAL)
Qualified by BDRs
MARKETING
Lead
Management
Demand
Generation
SALES

8. MAXIMIZING CONTENT/MARKETING
ASSETS
DAny lead generation strategy should prioritise the creation of
highquality content. More than what is published on a blog or a
website is included in content assets. Content marketing necessitates
tactics for promoting natural keyword usage and obtaining inbound
connections from other websites, as well as an emphasis on
maintaining the quality and diversity of content assets. To achieve
their lead generation objectives, marketing teams should employ a
variety of content marketing strategies.
How B2B Marketers are Using
Content Assets
• 70% of B2B Marketing
professionals are now
incorporating more content
strategies than ever before.
• Marketers have di culty
measuring content ROI.
• LinkedIn is the most used
content distribution channel for
B2B Marketers; 94% use the
platform.
• B2B marketers report that paid
search engine marketing is
efective; 58% of marketers use
the technique.

9. Measuring Success
Effective Content for B2B
Marketing
The quality and quantity of sales leads that can be ascribed to
online content are the most important KPIs for measuring
lead generation performance. Failure to capture these
measures, on the other hand, does not imply a failed plan.
The evaluation of the lead creation process should include
metrics that
analyse trac, interactions, and linkage..
The Webinars, videos, blogs, case studies, and white papers
are among the most effective forms of online content,
according to the Content Marketing Trends infographic
below. In-depth industry and product or service information
can be found in this type of literature. Prospects who engage
with this type of content are much more likely to become
leads who are then converted into sales.

10. According to Starmeet Media's recent Benchmark
Report on B2B Content Marketing and Lead
Generation, assets like case studies and
infographics are heavily used and valued by around
90% of marketers. These assets may or may not be
gated, but they are essential to a long-term
strategy. Because successful content marketing
necessitates frequent publication, you may need to
outsource the generation of non-specialized
material.

11. LANDING PAGES
Components of a Landing
page
A landing page is a stand alone web page that a person "lands"
on after clicking through from an email, ad, or other digital
location. Once they're on your landing page, users are
encouraged to take an action, such as joining your list or
buying your products.
Make a landing page that explains your company's mission to
visitors. Begin with a brief statement emphasising how a
product provides exceptional value and satisfies your clients'
wants. A B2B customer is more likely to be persuaded by a
clear, information-driven atmosphere than by a website with
excessive material or artistic designs. Concentrate on making
the page as simple to scroll as possible and minimising page
navigation. On the landing page, the content that a prospect
is looking for should be visible and prominent.

12. IN SUMMARY, HERE ARE SOME IMPORTANT ASPECTS THAT
B2B MARKETERS SHOULD KEEP IN MIND WHEN
DEVELOPING A LANDING PAGE.
• Value proposition – The product statement/headline and
information.
• Clarity and intuitiveness of a site – Is the visitor receiving
the right kind of visual cues, and is the information
streamlined and complete?
• Free demos, ebooks, or newsletter subscriptions are good
as additional Call to Actions (CTAs) on landing pages.
• Minimal distractions – All relevant information should be
immediately available. A visitor who sees contradictory
statements or is left questioning an offer or a claim will
immediately lose trust in the product and/or company
Use the same principles as on your primary landing page
to optimize all other landing page environments. Other
landing pages may include the following:
• Social media – LinkedIn, Facebook, Twitter, and Google+
• Third party – Google search profile, blog site, and ads
• Microsites and mobile pages

13. LEAD GENERATION METHODS AND
CHANNELS
An omni-channel approach will be used in a genuinely
comprehensive lead-generation campaign. Content
marketing and landing pages are important, but they're
only part of the picture. A campaign's focus should be
reevaluated and adjusted on a regular basis to where your
target audience spends their time.
Orienting a Company to Target Buyer
Marketing personas are a helpful tool for visualizing a
company's or product's target market. Personas can be
created using data from your current client base.
Personas that effectively represent average client
demographics are often created by companies in the
range of three to ten. On a B2B target, this persona outline
will comprise the following information.

14. Omni-Channel Consumer Demands
The appearance of seamlessness distinguishes omnichannel
techniques. B2B customers are increasingly expecting their
business interactions to be similar to their consumer
interactions. They start by looking for information online,
and they may use a variety of platforms to do it. A fully
omnichannel strategy will meet their needs and maintain a
single uid conversation regardless of the platform they
choose.
• Almost half of all B2B consumers like to have a web experience
with a product that is similar to a B2C experience.
• Roughly 70% of B2B consumers would rather use instantaneous
payment processes than an invoice.
• The top challenges for B2B companies in omnichannel marketing
are technology integration and lead/customer data sharing.
• Above all, B2B prospects want to see better website search
options and easy access to reviews and rating systems online. They
prefer these capabilities by 10–20% more on average to back-end
integration or the recommendation of a product.

15. PAID SEARCH VS. ORGANIC SEARCH – Organic searches drive
almost half (47%) of all website visits, according to a recent
Conductor study. Paid search only accounts for 6%.
Considering that 80% of B2B consumers start looking for a
product online, your best bet is to focus on improving site
visibility on search engines rather than relying exclusively on
paid search
CONTENT MARKETING
Diversify content and focus on providing relevant
information to personas
SOCIAL MEDIA PROGRAMS AND OUTREACH
Social media is vital to personifying a brand. Prospects look to social
media for real, but non-invasive interactions. These platforms can
also quickly spread important information regarding promotions
and product features. B2B marketers regularly post content on six
different social media sites on average, with LinkedIn and Twitter as
the most used.

16. EMAIL MARKETING
This method still has an incredibly high ROI rate of 4,300%,
according to the Direct Marketing Association (DMA). Email
marketing platforms also o er a valuable way to measure
lead-generation opportunities.
CONTENT SYNDICATION
Content syndication is a measurable and scalable tool that
enables B2B marketers to distribute information over the
internet. The most popular method is to use RSS feeds from
a client's or non-website. competitor's Syndication pitches
should explain why a site would find the information useful
and contribute value to the host.
PROGRAMMATIC CAMPAIGNS
These strategies are scalable and frequently include ad
retargeting and programmatic advertising. Working with a
programmatic specialist can increase the number of
qualified leads a firm receives, while automated
programmes can be monitored in minutes every day.

17. MOBILE PROGRAMS
B2B marketing initiatives are increasingly relying on
informational apps. Focus on presenting key content in a
localized and simple-to-use reader, or design a demo app so
that prospects may learn more about a product at their
leisure. All interactions with the app are extremely
measurable, and the amount of downloads will provide
useful lead information.
LEAD VALIDATION
A higher return equals more reliable leads. An omnichannel
lead creation strategy enhances the chances of obtaining
possibly untrustworthy leads. Implementing basic lead
validation strategies can help a B2B selling organization
avoid wasting time.

18. Outsourcing
Outsourcing Companies that operate extensive marketing
efforts benefit from lead validation. Hundreds of emails,
names, phone numbers, or a combination of the three
maybe sent to a corporation. Those incomplete contact
cards will need to be extracted via a trustworthy source.
Companies that specialise in lead validation have access to
databases with accurate and current contact information.
The business will give a list of current data, which will be
handled in the lead nurturing stream.

19. CRM Validation
The CRM system is maybe the most significant tool for lead
validation. All members of the marketing and sales teams
should be familiar with the system. Individual leads that
have been validated through a webinar or other high-
interest event should be flagged by a team member for
further nurturing. All organic search contacts are in the
same boat..
On average, a company will enjoy a
27% increase in consumer retention
by successfully using a CRM system.
Company ROI is roughly $5.60 for
every dollar invested in a CRM
system.

20. LEAD NURTURING AND SCORING
Lead nurturing is your communication process. Lead scoring
is your strategy for prioritization. And drip email campaigns
are one of the most effective ways to talk to your customers
for now at least. (Maybe chatbots will change this but for
now email is still one of the most effective communications
channels)
Lead Scoring
According to Marketing Profs, roughly 36% of B2B
organisations currently employ some type of lead scoring
system. Lead scoring necessitates the creation of precise
definitions by employees working in the sales pipeline. The
team should have pre-defined categories or ratings that
describe the level of interest a lead has in the company's
offering.

21. BUSINESS DEVELOPMENT WARM-UP
Business development representatives (BDRs) serve as the
company's primary point of contact with clients. These
people concentrate on a higher level than marketers. They
are constantly considering the company's and growth in the
big picture. It is their responsibility to build and nurture
relationships in order to increase client loyalty and
retention.
Building Long-Term Relationships
In this role, business development agents should be polite
and informed about the product or service being offered.
Their purpose is to establish a personal relationship with a
prospect by serving as a familiar, helpful, and friendly point
of contact.

22. ENTER SALES
Moving closer to a transaction can either strengthen or
weaken a lead relationship. In order to establish a seamless
purchase decision process, a great lead generation
campaign will have worked on an individual from all angles
and functioned as an informational conduit for product
details. Make sure your company has the salespeople and
processes in place to manage increased lead volume before
employing any of the aforementioned lead generation
strategies.
CONCLUSION
Determine and document in detail your complete lead generation
strategy as a guideline for marketers, business development
professionals, and sales professionals.
Develop content based on four or ve personas that accurately
describe each target audience.
Create content that is organic and relevant to the market, and use a
combination of online strategies to push content and engage
prospects.
Sales should be a natural part of the process to close a deal.