B2B Lead Generation Getting Started Check List

Lead generation is a key part of any go-to-market plan, and could be the ultimate factor that determines the success or failure of your product launch. So as you map out your lead generation plans, don’t forget to put these ideas on your check list.

  1. Multi-Channel Approach. Diversifying your lead generation marketing channels can increase overall lead volume by up to 25% (Source: Marketo). So don’t rely solely on one or two channels. Instead, plan on leveraging a combination of channels to drive awareness and motivate your target buyers to take action. There are lots of channel options. Common channels for generating leads include SEO, PPC, email, and social media. But don’t forget about influencer blogs, industry publications, trade shows, review sites, forums, and PR. Keep in mind that some buyers may not be proactively looking for a solution. So tailor your messaging and channels to reach those buyers, too. Track the performance of your efforts in each channel on an ongoing basis and be prepared to shift resources to what works best.
  2. Targeted Content. Content tailored to the specific needs and pain points of your target buyer and influencer segments can increase lead conversion rates by up to 30% (Source: HubSpot). So hopefully, you’ve already done your homework as part of your product marketing and GTM planning efforts. That homework should’ve included conducting thorough market research, identifying your target buyer pains, and crafting content that positions your product as the uniquely most capable, winning solution. For inbound marketing content ideas, tools like SEMrush or BuzzSumo can provide insights into trending topics within your industry that can drive buyers to your site and help build brand authority.
  3. Landing Pages. An optimized landing page can improve conversion rates by up to 20% (Source: Unbounce). You can easily find landing page layout best practices online. But it will ultimately require A/B testing to find the best combination of layout, design, content, and CTAs. As you set up your A/B test, give some thought to testing the following:
    • Including a short explainer video. Video is a proven winner if done well.
    • Putting your lead-gen form above the fold and only asking for very basic contact info to reduce resistance.
    • Keeping your content clear, concise, and focused on how your product will solve buyer pains and generate value. A common mistake is to display a long list of features without explaining what problem is solved and how. Buyers won’t take the time to figure this out.
    • Use visuals if simple and relevant.
    • Including free downloadable “how-to” or educational whitepapers and infographics. But do NOT require contact info in order to download. You want buyers to read and learn from those materials. You want them to think that you are domain experts and generous with sharing your knowledge. This approach increases the odds of them taking the next step.
    • Prominently displaying a free demo CTA (call-to-action), but be specific about the time commitment and content involved to build trust.
    • Posting testimonials that talk about pains solved and value generated. Display client logos, too. Both will help build credibility.

    If you’re feeling unsure of what direction to take, tools like Instapage or Leadpages can assist in designing high-converting landing pages.

  4. Automated Lead Nurturing. Automating follow-up processes can increase sales opportunities by up to 20% (Source: DemandGen). Once you start receiving lead-gen form submissions from your website or social media channels, it’s time to convert those top-of-funnel MQLs (marketing qualified lead) into SQLs (sales qualified leads). This typically involves an SDR (Sales Development Rep) contacting the lead to gather more details and gauge the fit. But if the volume of MQL submissions is high, it’s best for the marketing team to score those leads so that the SDRs know which leads deserve priority attention. For the mid or lower level leads, or for organizations without SDRs, an automated email “drip” campaign that provides content and CTAs that nurtures them through the sales funnel until they reach a point that triggers a ISR (internal sales rep) meeting. Email marketing platforms like Mailchimp or HubSpot or marketing automation providers like Marketo and Pardot can facilitate drip campaign execution and performance tracking.
  5. Continuous Optimization. Regularly analyzing and refining your lead generation strategies can lead to a 15% improvement in lead quality (Source: Gartner). Digital marketing offers lots of performance tracking data opportunities. Take advantage of this. Set clear KPIs, monitor your campaigns, and adjust strategies based on insights. Tools like Google Data Studio or Tableau can provide comprehensive data visualization and analytics.

Using a combination of lead generation best practices is critical for driving business growth and ensuring a steady influx of high-quality leads. There isn’t an easy, scientific approach to it. But with the right approach, lead generation can indeed become a mastered art.