What are B2B lead generation channels?
B2B lead generation channels are platforms and tools that help businesses develop a quality, warm lead list. Instead of looking at individual customers like B2C, B2B is focused on accounts or businesses as a whole, thus the approach is different. Let’s explore what some of the best B2B lead generation channels are in 2022 and how to make the most of them with best practices.
Paid social media ads
The two best places to place paid social media ads are LinkedIn and Facebook. LinkedIn is a hub for businesspeople looking to grow their team and their businesses. This platform is filled with already warm leads. Facebook has one of the largest numbers of users spanning across all categories like age, revenue, industry, and location.
Best practices include:
- Target an audience based on a buyer persona
- Approach ads with a topical angle
- Test different CTAs, images, and copy
- Offer scarcity and exclusivity
- Ask only for the data you need
- Provide value before expecting something
Google ads
Pay-per-click (PPC) marketing works best on Google as the most used search engine. When leads go searching for something online, they’ll first see a few Google ads at the top of the search results. Google ads don’t guarantee a lead will click on an ad, so follow these best practices.
Best practices include:
- Target the right keywords (this can sometimes be competitor keywords so that when a lead searches for a competitor, your business shows up instead)
- Optimize web-page SEO so that keyword search pulls up that page
- Include a CTA to give leads their next step
Blogging
Blogging is one of the most amazing sales acceleration tools since there are so many possibilities. It has many benefits for a business like building brand awareness, optimizing SEO for a higher search result rank, and educating the lead list.
Best practices include:
- Use an editorial content calendar and blogging team to produce valuable content often
- Know your audience
- Use a thought leader so leads can associate a face with the brand
- Post varying types of content (videos, how-to’s, tips, podcasts, trending topics)
Cold emails
Cold email campaigns reach out to lead lists directly. The email will get to leads, but they factor in the subject line, the content, the appearance, and the relevancy to decide whether or not to pursue a business.
Best practices include:
- Send personalized emails
- Use humor to connect with leads
- Use cold emails to connect with leads and to update lead contact information
Other B2B lead generation channels
There are many B2B lead generation channels to choose from, and it’s always best to leverage multiple. Other channels include, but are not limited to:
- Social selling on LinkedIn: utilizing LinkedIn to connect with leads and prospects in an effort to drive business
- Influencer marketing: using an influential person in the same industry to convince leads to purchase a product or service
- Webinars/podcasts: providing value to potential leads, hooking them on a product, and adding them to the lead list
- Conferences and events networking: taking advantage of a scenario where leads are already in the right mindset and looking for a product
- Video: offering a unique and entertaining form of content that highlights the brand voice
How B2B lead generation creates a great lead list
- It is cost-efficient by streamlining your team’s business efforts
- The results are trackable through analytics tools on ad pages and websites
- They produce high-quality leads because of the focus on warm leads and buyer personas
- This promotes brand awareness since content marketing encourages consistency across channels and a wider reach
bant.io is an all-in-one lead generation and sales acceleration service that helps automate your customer acquisition with data-driven experiments, making failure impossible. To benefit from additional sales acceleration tools, schedule a consultation with bant.
Jaclyn
Jaclyn joined the bant.io team as an Account Manager in early 2018 and now proudly supports bant.io as CEO, where she is responsible for wrangling and organizing our team initiatives.