But it’s a big challenge for most marketers, especially those that have no digital marketing background. According to Digital Media Stream, “65% of B2B marketers have difficulty generating high-quality leads.”
Generally, marketing involves a series of actions or strategies that a company uses to communicate with the target audience and make their product desirable to the customers.
That’s why lead generation is an important aspect of growing a business. It entails convincing the ideal customers about a particular product so that they are interested in it and end up buying it.
A company can use paid advertising or influencer marketing to reach the target audience, then email marketing helps to capture their contact information and to cement the relationship.
Essentially, though, before you can attract the right audience to become leads (by giving you their contact information), you might need to learn from successful B2B companies and how they did it.
The strategies you learn will be applicable based on the product or service offered by the company -- since not all products are designed for the same group of people.
That being said, I want to give you some ideas on how to generate leads using the experiences of some other B2B companies. That way, you can be sure that your lead generation efforts will not be in vain -- but will yield results.
Let’s get started.
1. Use Push Notifications to Reach Website Visitors
What is Push notification?
According to Twilio:
“A push notification (also known as a server push notification) is the delivery of information to a computing device from an application server where the request for the transaction is initiated by the server rather than by an explicit request from the client.”
Although 'push notification' is mostly a concept used in mobile devices, but web applications are now leveraging this technology. Here’s an example of a mobile push notification from an eCommerce store:
Here’s an example of push notification on a website:
Let me explain it with a case scenario. Basically, when you visit a website, after about 5 seconds or less, it’s very likely that an emergent window appears that offers you a subscription or a product.
This is a typical push notification -- it’s a pop-up window that asks the user for some information to continue reading on the web page they visited. Here’s an example on the Death Wish Coffee checkout page:
These notifications are very useful and can generate many good results in the short and medium-term. In addition to this, the process of installing these notifications on a web page is very simple and doesn’t require much time.
Most often, a message will appear in the notification that prompts the user to continue reading or to make a subscription; thus submitting their email address.
Like many airlines, Jetblue leveraged push notifications to remind it’s passengers when to check-in. This not only led to increased sales, but it motivated customers to think of Jetblue airline first before booking a flight.
2. Create an Interactive Tool
The human brain is hardwired to interact with its environment through visualization. That’s why the brain processes visual information 60,000X faster than written information.
Do you have a product you truly believe in?
If yes, then you can create more demand for it. This strategy consists of creating a free interactive tool that shows a bit of the product that you’re offering. We’ll be covering one of the interactive tools here.
However, other interactive tools such as calculators, quizzes, knowledge tests are equally powerful. Here’s an example quiz on Hemophilia by CDC. Quizzes are actually very interactive and they drive engagement with users.
Right now, you can create simple but high-converting quiz using TryInteract, we use it all the time at Bloominari. Once you sign up for free, choose a Quiz Template.
Next, choose the quiz size then copy the embed code onto your web page. That’s all.
After using the TryInteract Quiz Maker, here’s what a completed quiz looks like:
With their first interactive content campaign, Zenni Optical recorded 29,410 conversions and earned over $1,000,000 in revenue.
Imagine that your product is an internet search engine for a second. With this search engine, you’re giving online users to search for information about a topic of interest.
Then, when you create an interactive tool you give users the ability to search for information for free, but you limit some of the best results.
Guess what would likely happen?
Truth be told, users will be eager to access the gated information they want, so they will be willing to give their personal information (i.e., name and email address) or buy the full version of the product.
A similar strategy was used by Larry Kim, CEO of MobileMonkey, who says that with this strategy, although it requires time and dedication, you can get many customers in a short period of time.
A good example of this creative lead generation strategy is the Headline Analyzer by CoSchedule. Online content creators can use the free tool to analyze their headlines for blog posts, book titles, and more.
Then when they’re ready to organize their content calendar, CoSchedule’s premium tool will be in their minds.
3. Use Customer Feedback to Create Marketing Material
People’s attention span is low. To keep these people on their toes, a company needs to make a great impression at first, and more importantly, listen to its customers.
This was the same for MailChimp.
This B2B company realized that people did not know how to pronounce its name correctly, but instead of thinking of this as a problem, they created a solution.
The company executed a campaign where the name of the company was intentionally said incorrectly.
Notice the write up in this guy’s shirt.
Interestingly, everyone who saw the campaign recognized MailChimp instantly. This is what you should do, create a strategy that makes users not forget what you’re offering and show interest in subscribing to your email list.
4. Create Original Video Content (or Partner with Video Creators)
An image can tell an unprecedented story, but a video can say much more than that. People are naturally attracted to what moves, especially if the video is engaging and shows information that’s easy to grasp.
This is the strategy that Kruzgesagt uses. What a weird name?
This is a YouTube channel that specializes in showing videos about complex subjects -- but with a visual style that attracts people immediately. Here’s an inspired artwork from the same company.
Truly, learning to make a quality video must be an indispensable skill to generate leads.
You must take into account to whom the video is directed so that if you want to collaborate with other video creators in your industry, the video must be professional and show your product in a unique and original way.
5. Interview a Third-Party Expert
There’s nothing that attracts a person more to a product than an expert who says it is necessary. This is a form of social proof.
In essence, an expert on a subject establishes that a specific need must be resolved quickly and a company can offer a specific service for that need.
This makes the user very interested in giving away their information.
Aaron Orendorff, Content Strategist for iconiContent used this strategy to help his digital commerce company by interviewing Paul Rogers, one of the experts on the subject.
By publishing this interview on a blog and using push notifications, he got many customers.
6. Share a Customer Experience to Initiate Brand Searches
Sharing customers’ experiences can spark up searches that will, in turn, drive customers to your website. This can build customer loyalty especially when they’re personalized, according to Jabil.
We all agree that when a customer is satisfied with a product, they’ll likely speak well about it -- thereby encouraging other prospects to give it a shot.
Andrew Davis used this same strategy of showing a real video of a client talking about his experience about a particular product. Videos like these can convince anyone quickly to sign up since the advertising is relatable!
7. Personalize Your CTA
Do you use persuasive CTA on your campaigns? If no, then you should.
Call-to-action (CTA) is a great tactic for nudging customers to either subscribe to your list, download your white paper, or buy your product.
When talking about a specific topic, what users want less is to be offered a product very abruptly. So, CTA is a way to promote this product but with more tact and in a natural way.
For example, Humboldt County created a very simple questionnaire with questions about what users are looking for on their website. They added simple but clear call-to-action that respondents can click to submit their feedback.
Other B2B companies use strong CTAs in their marketing campaigns to draw attention to their products. You should do the same!
8. Develop a Mobile-Specific Campaign
Mobile applications are one of the simplest ways to reach many customers at the same time because hundreds of millions of people use Smartphones and Tablets throughout the day.
Creating mobile applications can be a very big investment, but believe me, it's worth it.
Take the IKEA Company as an example.
This company is responsible for the sale of furniture for different spaces in the home and had the brilliant idea of creating an application to show people how a specific piece of furniture would look in their home, even before they purchase it.
As you’d expect, this increased their sales exponentially.
Showing a person how a product looks or how a service is done through an app can generate impressive results. It may not be popular at first, but it’s creative nonetheless and can drive huge results for your business.
All in all, these creative lead generation examples and strategies have once again inspired you to go out there and achieve results.
Because all things being equal, you can achieve similar or better results like these B2B companies.
To speed things up a bit, pick one example from the list, dissect it, research more, and learn how to implement it completely. That’s how you can get measurable results from your online investments.