To keep a business afloat, B2B marketers know there is nothing more vital than maintaining a steady stream of new leads. In fact, according to a recent report, 55% of B2B marketers cited lead generation as one of the top priorities for 2017 (source).
Unfortunately, B2B lead generation is often easier said than done. Fear not, today we give you three creative lead generation tactics.
1. Q&A Marketing:
Today’s buyers are well-researched. In fact, it is estimated that 70% of the buyer’s journey is complete before a buyer even reaches out to sales (source). For this reason your organization must be ready to answer questions, provide information, and ultimately remain highly visible during the buyer’s self-education process. One unique way businesses to do this is Q&A marketing.
It is inevitable that a prospect will have questions while searching for a new product or solution. Q&A marketing allows your team is to identify these questions and share targeted expertise before another company can.
When executed effectively, Q&A marketing can effectively boost product visibility, establish your brand as an industry thought leader, build trust with your prospects and ultimately, increase lead conversion. Not sure where to start? Try these:
- LinkedIn Groups
- Industry Forums
The key to getting the most out of your Q&A marketing is to be helpful, not salesy. Remember, the more helpful you are, the more interest you will generate. Also, be sure to include a CTA and landing page to push these prospects further down the sales funnel.
2. Interactive Content:
By now, you are likely familiar with the benefits of content marketing. However, as companies continue to spew out content, today’s consumers often face content overload. Enter interactive content.
Interactive content is content specifically tailored to facilitate engagement with your prospect. Unlike traditional content, interactive content is inherently participatory and provides prospects with an immersive and compelling experience. According to one recent study, 88% of marketers who use interactive content say their content was somewhat effective or very effective in differentiating it from competitors (source).
To put it simply, if you want to generate more leads, interactive content is the way to go. In fact, DemandMetric found that interactive content can convert prospects into leads two times better than its static counterpart (source).
Here are some ways you can begin incorporating interactive content into your marketing strategy:
- Proprietary tools
- Online courses
3. Content Upgrades
By now, many B2B marketers have jumped on the blogging bandwagon as part of their content marketing strategy, and for good reason—companies with blogs generate 55% more website visits than companies without blogs (source).
However, while boosted site traffic is undoubtedly a huge bonus, not converting those visitors into leads is a missed opportunity. So, what’s the solution? Content upgrades, of course.
Content upgrades, are simply bonus content a visitor can access within your blog posts in exchange for their email address. Unlike other in-text links, content upgrades are complementary to the content which drew your prospects in initially, adding to their experience.
Content upgrades spark curiosity and create the same effect in our brains as when a chapter in a novel ends on a cliffhanger, leaving your visitor wanting more.
Examples of content upgrades include:
- Cheat sheets
According to one recent study, content upgrades have the ability to increase lead generation by 600% (source).
Contact ZoomInfo today to learn how to further elevate your B2B lead generation strategy.