We know there are numerous ways to generate B2B sales leads, but let’s face it, the same old methods have been done to death.
It’s time to take an unconventional approach to lead generation, especially for B2B companies, because B2B is a different ballgame than B2C — and your strategies need to reflect your audience.
As a refresher, here’s how organization goals differ in the B2C versus the B2B sectors:
Source: Venngage
Before we begin detailing these B2B methods, it’s important to keep in mind that lead generation isn’t a one-and-done deal.
You have to be open to A/B testing your strategies and your content. Regularly track your content performance, metrics, conversions, and be ready to improve.
So, what are these unconventional methods to generate B2B sales leads? Read on to find out.
1. Tailor content for B2B sales leads
B2B content is brand and agency-focused, and you want to create materials that attract attention from that audience.
Getting eyeballs on your content won’t mean much if they aren’t converting into customers — those aren’t the right B2B sales leads for your company.
How can you tailor your content marketing[1] to the right B2B audience?
Buyer personas
Most businesses create audience personas to help them reach their target market. In the B2B arena, don’t aim for a company — look for the decision-makers within that company.
Every target company will have a few key people who decide which products and services benefit the business. These are the decision-makers your content needs to be tailored to, and for whom you can build buyer personas around, such as this example:
Source: Venngage
Determine who within a business will most need your product or service, and build your buyer personas based on the following:
- Age
- Location
- Job title
- Level