How can digital marketing services boost your B2B lead generation?
All businesses mainly cater to two types of customers. Either to end consumers or to other businesses. In either situation, some of the most valuable assets to your business are your leads and connections. In this article we are going to cover the importance of generating leads when conducting business to business, or B2B lead generation, and how digital marketing can help you in this process.
What is B2B lead generation and who needs it?
A lead is a potential sale. Ultimately all businesses run with the objective of selling their products and services, and a lead is the starting point of the sales process.
Lead generation is the process of finding potential leads that will eventually become customers of the business. In B2B, this means finding other businesses that would need the product or service that your business specialises in. To do this, businesses use strategies such as content marketing, social media marketing, email marketing, and paid advertising. These processes help increase visibility and allow potential leads to discover your business.
All businesses need lead generation. Whether they are just starting out and looking to grow and expand, or even if they are already established, lead generation is important for businesses to grow and sustain their revenue. If there are potential leads, it’s easier for marketing and sales teams to perform their activities. Both of these teams operate around lead generation where marketing focusses on attracting them, while the sales team works on converting them to customers.
What is B2B sales lead generation through digital marketing?
The richest source of potential customers can be found online. Businesses now rely on digital marketing to promote products and services to attract potential B2B leads. Using social media and other online advertising methods, businesses can attract customers to their website or service pages. Then by offering value and incentives in exchange for contact information, they can work on nurturing these leads and converting them to customers.
Why is digital marketing best for lead generation?
Traditional B2B lead generation involved going out and meeting with potential clients. Interested parties could be found at conferences, meetings and events. It was challenging and the businesses that thrived consisted of skilled and confident representatives who had a knack for spotting potential interested parties anywhere they go.
With digital marketing, finding a larger pool of interested leads is much simpler and more effective. With the help of algorithms and targeted ads, you can easily find the right audience for your product or service.
The good news is, you don’t have to be an expert in digital marketing to have this advantage. There are many digital marketing agencies which provide lead generation services. You don’t have to stress about how to run B2B marketing campaigns, the experts providing digital marketing services can take care of it for you.
Are digital marketing agencies B2B?
Interestingly, since digital marketing agencies provide services to other businesses, they are also considered B2B businesses.
How can a digital marketing agency improve B2B lead generation?
Digital marketing agencies leverage several expert strategies to help improve B2B lead generation for their customers.
Firstly, they would communicate with you to identify your target audience. Once that has been established, they would develop high quality, relevant content like blog posts, eBooks, webinars, etc that will grab attention of the intended audience.
They will continue to work on creating content with expert insights and publish these on behalf your company to help position your business as an industry expert. None of these would make any impact without the help of SEO. SEO can help to position your content in the most effective way with improved search engine rankings and high visibility to make all these efforts count.
A study conducted in December, 2024, by the Australia and New Zealand Marketing Academy in collaboration with the Australian Small Business and Family Enterprise Ombudsman (ASBFEO) states that there was a rise in disputes between SME businesses and digital marketing agencies when aligning expectations and results. Ensure that you choose a digital marketing agency wit a good reputation like Faye Digital to avoid failed attempts at online B2B lead generation and conversions.
What are examples of B2B marketing strategies?
Here are detailed breakdowns of the top 3 strategies used by digital marketing agencies to generate B2B leads.
1. By creating and marketing content
If your content is being marketed right, the focus will be on thought leadership. It’s not about constantly sharing information about your business and its services, but sharing resources like case studies, blogs, ebooks, social media posts, etc that address the pain points and needs of the target audience. Potential leads should consider you the expert in the industry in all aspects and be the go-to resource to answer their questions.
A digital marketing agency will create all the right content for you, using B2B lead generation tools while employing optimisation strategies like keywords, to give your content high visibility and improve search engine rankings.
2. By using social media for marketing
Social media has evolved to a point where you can be insanely specific with who sees your content. A good digital marketing agency will have the knowledge of which platforms will suit your specific type of business the best, and they will focus their marketing efforts in the most efficient way.
You can even build relationships with others in the same niche and collaborate with them.
3. Email Marketing
Email marketing can be your best source of leads. Your social media efforts will help you to collect customer contact information from forms, using special offers and other value products. These are known as lead capture methods. For example, you could offer access to an eBook for free by requesting them to enter their email to receive it.
Depending on where the lead came from you can decide which segment they fall under in terms of demographics, interests and behaviour. Use this information to create personalised email campaigns to generate interest in your business rather than sending generic mails to everyone.
Should you use a digital marketing agency to help generate B2B leads?
Yes, you should engage the help of a digital marketing agency for content marketing and B2B lead generation. Digital marketing agencies like Faye Digital have dedicated experts to help you grow your business online. They are updated on all the latest trends and they have tried and tested every method of gaining visibility online, and they know what works.
If you want to get started on a journey of getting high quality leads with better conversion rates, talk to us today. Let us help you grow your business in the right way.