4 Channels for More Efficient B2B Lead Generation

content marketing
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Business-to-business (B2B) lead generation is significantly different from business-to-consumer (B2C), which is oriented toward clients and customers. The former involves marketing products or services to other businesses or organizations and creating meaningful conversations with them to encourage them to convert. 

Outbound marketing is the traditional way to reach these businesses and generate leads. In this type of marketing, providers use cold calls, cold email, and outbound on social (specifically LinkedIn) to get their message out. 

Today, however, there exists faster, smarter, and more cost-efficient ways to promote your business—inbound marketing. Rather than having you compete for your target market’s attention, this digital marketing strategy helps you to be organically found by your leads and buyers, even if they aren’t necessarily looking for you on search engines. 

If you’re interested in leveraging this cost-efficient strategy to propel your lead generation, this blog is for you! To help you out, here are the four most common channels B2B businesses use to widen their reach and improve their leads.

 

1. Content Marketing 

 

B2B consumers, just like other end-users, want to learn more about a certain product or service before making a purchase. Just like other end-users, they consult the Internet to find the resources they need to make an informed decision. This behavior easily makes content marketing one of the best tools a B2B business can use when it comes to generating leads. 

In content marketing, all your efforts go to one end-goal: to offer high-quality, updated, and valuable content for your target market that educates them about a certain product or service. You can create blogs, infographics, case studies, videos, microsites, and more—simply pick out the best medium, and you’re all set!. 

 

2. Search Engine Optimization (SEO) 

 

This is another B2B channel that immensely helps your business be more visible online. Additionally, your content marketing efforts also play an important role in it, so these two channels enhance each other’s effectiveness! 

In the simplest terms, SEO is all about optimizing your website to let Google and other search engines know exactly what your business is all about. If you’re SEO-optimized, you will be more visible in search results, thus attracting even more people to visit your website. 

With an increasing volume of content posted online, it is challenging to get a decent spot in search results. However, a strong and consistent SEO strategy can help your business get to the top results and, eventually, turn these visitors into leads. 

 

3. Email Marketing

 

Despite being significantly older than the other strategies on this list, email marketing still proves to be an effective way to reach potential customers and encourage them to convert. However, these customers do not prefer receiving generic messages that seem to be generated by bots. 

Today, you can only win in email marketing through personalization. This will help you establish a more solid relationship with the people you’re reaching out to—making them a bit more loyal towards your brand with each well-composed email. It takes time and effort but there are email marketing and automation software you can use to make the process more efficient.  

 

4. Social Media Marketing 

 

While social media is mainly used in gathering your online community and keeping them engaged, it can also be used to generate leads. However, before you start using it, you must first select the best platform to use, as not all of them will be helpful to your lead generation efforts. For example, you may find more success on LinkedIn rather than Facebook—depending on your business ideals and target market, of course. 

Most importantly, use it as a way to communicate with your target market regularly and learn more about their behavior. 



Conclusion

 

There are various strategies and channels you can use to augment your lead generation efforts. You can either focus on one or you can combine two, three, or all of them according to what works best for your business, to better increase the number and quality of your leads. Most importantly, remember that regardless of whatever channel you choose, customers will turn to you as long as you provide them with smart solutions to their needs. 

Our outsourced sales team here at Roikings can help with business development and appointment setting. If you’re looking for a smart and diligent remote sales team to help you out, get in touch with us today so we can get to work! 

More To Explore

PARTNER WITH A DEDICATED B2B LEAD GENERATION COMPANY THAT UNDERSTANDS WHAT STRATEGY AND PLATFORM WILL WORK FOR YOUR BUSINESS

BEXI

Bexi is a recently launched ambitious design and development agency offering an all inclusive subscription service for large companies within Biotech, Medical Devices, Pharma and Healthcare. They have distinguished themselves very early on by designing modern, clean artwork that is brand defining and have helped industry leaders such as Google, Citrix, and OptraHealth.
Bexi’s primary goal at the start of the pilot was to showcase their service in front of more qualified decision makers that required a talented agency to step in and help bring their products to life. Roikings averaged 3 meetings per week with C Level Executives & Marketing Directors responsible for multiple product lines and brands at companies ranging from $20M – $2B in annual revenue.
During the Roikings pilot, we helped Bexi close 3 clients within the Healthcare space worth $30,000 (6 month subscription), $126,000 (Annual Subscription), and $16,000 (Project) for a total value of $172,000.

KICKSTAGRAM

Working alongside Ronan Galvin – CEO of Kickstagram, Roikings launched a sales campaign for this SaaS platform in the social media space for small businesses and Ecommerce brands looking to kickstart their instagram marketing and convert followers to customers.
Roikings became a part of Kickstagram’s long term vision and strategy by joining their business development team located in San Diego, California. Our core focus was to expand business in Europe and International Markets including the UK, Ireland, France, Nordics, Germany, Italy, Australia, China and India by reverse engineering Instagram accounts for the lead generation process.
The campaign was a huge success. In a span of 3 months we had an average open rate of 45% resulting in 63 meetings, and over 400 website clicks converting to a healthy flow of monthly and annual clients.

SPIRALGROUP

Spiralgroup is a globally-focused integrated brand marketing agency that provides a full suite of marketing and PR services focusing on emerging tech and is spearheaded by Californian Native, Stuart Mcfaul.
Roikings launched a successful campaign targeting the next generation of emerging tech & SaaS companies including Artificial Intelligence (AI), Automation, Virtual/Augmented Reality, Smart Homes, IoT & Blockchain.
After receiving 28 qualified meetings through Email & LinkedIn outreach during the pilot with top level executives, Roikings contribution to Spiralgroup’s long term success is based on a highly defined lead generation process that delivers Sprialgroup’s brand values to the right prospect at the right time.

MEDACHECK

Working alongside Dr. Jeffrey Shepard from Cincinnati Ohio, the Kings of ROI launched a sales campaign for MedaCheck, a SaaS    medication management system with a mission of minimizing non-adherence rates for patients.
In a span of 3 months, Roikings received 10+ opportunities for the small startup and the first tech-licensing partnership worth over 100k for the company.
The success of the campaign has come through consistently A/B testing   the email copy and reviewing various lead generation sources.

KUGADI

Headquartered in California and Florida, Kugadi is a fantastic web and mobile platform that empowers security guard companies to streamline their operations through seamless communication, intuitive reporting and a more efficient workflow that reduce costs and enables accountability for their guards.
Roikings has been working long term with senior management and inbound sales team to generate a consistent flow of replies resulting in an average  of 2 qualified demos per week over an ongoing 6 month period. By sharing campaign data with their sales team they have been able to utilize the data to turn cold contacts into warm leads and then into a sale.
The success of the campaign has come through consistently A/B testing   the email copy and reviewing various lead generation sources.

JUMP DIGITAL MEDIA

Roikings worked alongside the highly creative team at Jump Digital Media, based out of Irvine, California reaching out to large brands in the cosmetics, beauty, food, beverage and the hospitality space.

We focused on each of their core products for the follow up campaign highlighting their services that included SEO, SEM, packaging, web development and social media campaigns. Jump had worked with some big name clients including Holiday Inn, Honda, Imax and Whole Foods which we leveraged throughout the campaign.
By the second month Roikings was able to set up 3 qualified meetings per week with requests for website design, social media campaigns and branding.

MIRA

Based out of New York, Mira helps brands with location intelligence and analytics for out-of-home media campaigns.
Having worked closely with their CEO, Jon to understand the product and audience, we focused on targeting Digital Agencies ranging in size from 30 -1200 people which resulted in 3 meetings per week.
It has been Jon’s consistent input and willingness to adapt that has helped the campaign become a success.

LOUDLEY

The creative team of digital partners at Loudley based in West Hollywood, California has a goal to “Make Your Voice Heard” by creating dynamic social campaigns on Facebook and Instagram to increase engagement for Startups and SMB’s.
Loudley decided to become long term partners with Roikings after having an extremely successful campaign launch with excellent results in the first month. Lead Generation was focused on targeting C-Level Executives and Marketing Directors within the E-Commerce, Retail, Apparel & Fashion, Cosmetics, and Beauty verticals.
After initial testing Roikings managed to improve the open rate to 46% resulting in 3 qualified meetings per week.