Best B2B lead generation practices

Now, let’s mention the best practices you should follow in your campaigns:

1.- Segment your target audience

The first best practice is based in your target audience segmentation. Commonly, companies have more than one target audience. That’s why it’s essential to segment your target audience in different groups. You can develop the segmentation taking into account the location, company industry, company size, seniority, pain points, among others.

As a result, it will be easier to create content and offers emphasizing the needs of each audience group.

2.- Generate a sense of urgency

In order to increase your B2B lead generation rate, we recommend generating sense of urgency. For example, you can introduce a countdown to a specific offer. In addition, it’s a good option also to mention how many offers are still available.

This information will increase users’ action. However, it is not suggested to create urgency in all your content, as finally users are not going to trust you. Choose the content you are most interested in users downloading it.

3.- Optimise your pages and content

The information is continually changing and updating. So, we recommend doing the same with your pages and content. You can select the most relevant pages of your company and optimize it in a monthly basis. This will help your awareness and consideration, and consequently your lead generation.

On the other hand, we recommend updating the offers according to the new needs of your audience. Users value that companies adapt to the market and to new pain points.

4.- Carry out tests’ A/B

Making tests A/B is a key best practice for your B2B lead generation campaigns is essential. It helps to know which type of content, forms, CTAs or landing pages’ structure provides performing results. However, this doesn’t mean you must make a test A/B with everything.

For example, you can start by creating two different landing pages to see the metrics, and then decide if it’s necessary to develop a test A/B with another element.

5.- Invest in PPC campaigns

PPC campaigns help to arrive at a specific audience and to generate B2B qualified leads. For B2B lead generation campaigns, LinkedIn Ads is the most important platform for companies and professionals. According to Business Insider, LinkedIn is the most trusted platform in 2017, 2018 and 2019.

To know more information about how to create a successful LinkedIn Ads campaign, download our definitive guide!

6.- Launch retargeting campaigns

Retargeting campaigns are also recognized as a B2B lead generation best practice because it re impacts users who previously showed interest in your company. So, usually in this type of campaigns the lead conversion rate is higher.

However, we recommend having a minimum number of users to launch the campaign. It’s suggested waiting 2 or 3 months since the first lead generation campaign has been launched.

To sum up, there’re an extensive list of strategies you can consider in your B2B lead generation campaigns. But the mentioned previously are of the most relevant ones.