4 Ways to Generate High-Quality Leads in B2B Marketing

Quality lead generation is the top goal of approximately 79% of marketers worldwide, according to eMarketer. HubSpot found that the best approaches for B2B lead generation include search engine optimization (14%), email marketing (13%), and social media outreach (12%). Other valuable methods are networking events, trade shows, and industry-specific panels and forums.  

However, about 19% of marketers find lead generation very challenging (LeadG2) while only 10% say they are consistently effective at generating leads (Invisible Technologies). Ultimately, the quality of the leads you generate via those channels is what determines positive outcomes. With good leads – and an effective pitch during a one-to-one meeting – you’re closing deals and driving profits up.  

We walk you through several B2B marketing strategies that can generate high-quality leads and improve business outcomes. 

1. Expand opportunities at networking events 

Networking at industry events is as direct as you can get with lead acquisition. In fact, the Demand Generation Report noted that events are the most effective lead generation strategy, at 68%. Content Marketing Institute also found that marketers believe that live events (19%) and online events (16%) are the best approaches to securing high-quality leads. Chief Marketer found live event specifically to be one of the most effective lead generation strategies at 32%.  

Your prospects are in the same space, and they are already in the mindset of looking for potential solution partners. Whether it’s a convention, industry talks, panel discussions, or even online seminars – your brand presence at these events will build credibility and awareness among your target audience. 

What’s more, you can connect with your audience directly, either in-person or online, which allows you to create a stronger relationship than a typical ad. Participating in network events relevant to your industry and engaging potential clients is a great way to humanize your company and answer any questions they may have on the spot, converting them into leads. It’s a chance to not only increase awareness and trust in your company but also build interest among potential clients. 

2. Utilize lead generation partners 

An effective and efficient way to generate leads is by engaging lead-generation partners who will do much of the legwork for you, thus enabling your sales teams to focus on perfecting their pitch and closing deals. 

Data storage company Pure Storage faced challenges securing meetings with the right decision makers from enterprise-level and commercial high companies using traditional lead generation tactics such as telemarketing.  

With the help of ME Matchmaking’s lead generation service, the company managed to secure virtual one-on-one meetings with their ideal prospects. The service provided qualifying services and a summary of investment data and target group insight which helped Pure Storage refine its approach when pitching and closing deals.  

Approximately 75% of the introductory meetings resulted in follow-ups. As Pure Storage Field Marketing Manager Nordics, Marwin Kroon, noted, the leads they received were “warmer than usual” and meeting decision-makers directly has reduced the length of their sales cycles.  

3. Build social proof 

In order to attract and convert leads into customers, you need to show your target group that you know what you’re talking about. Social proof is a powerful tool that can move your buyers along on their journey.  

Whether it’s case studies, informative infographics, free and interactive tools, a magazine, or tutorials – social proof can help potential clients make more thoughtful decisions when investing. After all, B2B buyers tend to be highly analytical and risk averse. They also tend to require multiple signoffs from decision-makers before investing. When your company can provide valuable data about your products and services, and build credibility among your target group, it enables you to funnel better quality leads into your sales pipeline who are ready to invest.  

For example, Method CRM released a video tutorial of their product in their own unique voice and brand identity. The tutorial strikes that precarious balance between humour and professionalism while being informative about exactly what their customers need to know. These tutorials help them stand out amongst their competitors and can channel high quality leads their way. 

4. Create optimized content campaigns 

Creating content related to your products and services is a growing marketing strategy despite the seemingly oversaturated state of the internet. Content creation is among the top three lead-generation strategies in the US according to Chief Marketer. Companies that are able to fine-tune their content strategy – including search engine optimization – will see favorable results in the form of better B2B leads.  

Your content should be relevant to your target buyers. This can include everything from your specific offerings to industry challenges, trends, and evergreen content which will continue to funnel leads into your pipelines.  

A great example of this is Snack Nation being ranked #1 on Google despite being a niche company that initially targeted only low search volume keywords. Boosting their SEO efforts led to increased traffic to their sites and leads generated via their content.