Are you struggling with B2B lead generation? You’re not alone.

Regardless of the nature of your business, it’s critical for every company out there to generate leads. This is the reason why generating leads was the top priority for marketers in 2020.

But B2B lead generation can be quite tricky since it normally relies on trade shows, events, conferences, and other in-person modes. Due to the COVID-19 pandemic, these in-person techniques will no longer be applicable in 2021.

With no clear end in sight, it’s essential that you start coming up with new strategies to generate leads for your business amidst the pandemic. If you don’t step up your lead generation game, you’ll be stomped by the competition.

To help you out, we’ve put together these outbound B2B lead generation tactics that you can implement for your business.

B2B Lead Generation Strategies for 2021

COVID-19 has forced businesses to rethink digital marketing. As we move into 2021, your marketing strategy needs to take the pandemic into consideration and should outline your approach to go online.

So, let’s take a look at the various B2B lead generation strategies that will be useful for you.

1. Social Media Marketing

“Hi! I’d like to connect!”

Social media has over 3.9 billion users now. That’s more than 50% of the world’s population. If we follow the rule that a business should be where its audience is, so that would be social media.

Remember this early 2020 viral meme challenge?

 

View this post on Instagram

 

A post shared by Doug The Pug (@itsdougthepug)

All jokes aside, knowing which platform best serves your business is crucial to successful lead generation. While Facebook, Twitter, and other platforms might be good for B2C marketing, LinkedIn is still the best for B2B marketing.

LinkedIn has over 700 million users and most of these are working professionals and business owners, making it the perfect audience for B2B companies.

LinkedIn is the #1 source for B2B lead generation
Image via We Are Social

To tap into this audience, you need to establish a strong presence on LinkedIn. The first thing you need to do is set up your LinkedIn profile well. Here’s how you can do that:

  1. “Say, Cheese!” Add a photo and cover photo to the profile. Don’t forget to smile. 😁
  2. Enter a description that describes your business.
  3. Create affiliated pages for various brands of your company.

Strategies to Reach People on LinkedIn

Once you’ve set up your business profile well on LinkedIn, you need to start reaching people through it using the tips below:

  • Publish original, high-quality posts regularly.
  • Publish articles on LinkedIn.
  • Curate share-worthy content that your audience might like.
  • Engage with your audience through comments and messages.
  • Encourage employees to share your posts.
  • Leverage LinkedIn ads to broaden your reach.

2. Email Marketing for B2B Lead Generation

Email marketing is yet another powerful B2B lead generation tactic. In fact, for every dollar invested in email marketing, brands get an average return of $42. This is perhaps the reason why email marketing is used by about 87% of marketers for organic content distribution.

Channels used by B2b marketers for organic content distribution
Image via Content Marketing Institute

You need to develop a comprehensive email marketing strategy for B2B lead generation that involves:

  • Conducting cold outreach through emails
  • Leverage email automation to send drip emails
  • Nurture leads and qualify them

However, conducting cold outreach is easier said than done. You need to have a plan in mind before you go ahead with it. This is because you need to ensure that your leads not only receive your email but open it and take the desired action.

So, let’s take a look at how you can draft a powerful email that can get you the desired results.

How to Draft Powerful Cold Emails

Before you send out cold emails, you need to plan them out and draft them. This process needs to be done well to get the most out of your cold email outreach plan.

Step 1: Personalize your emails.

Cold emails mean that you’re interacting with the receiver for the first time. So, you must customize your email to get their attention. About 91% of consumers would prefer to buy from brands that personalize their offerings, so you’ll have a better chance of attracting their attention.

Step 2: Get your subject lines right.

If the subject line fails to get the attention of your readers, even the most stellar email won’t create any impact. Create subject lines that entice your readers to click and open the email. Also, keep them short as 42% of people use smartphones to access emails.

Step 3: Keep the message short and sweet!

Try to keep the email short and focus well on your goal. Use simple but persuasive language to keep the readers hooked to your email till the very end.

Step 4: Pay attention to your call-to-action (CTA).

It matters a lot because this is what the readers will have to click on to execute the action you want them to do. Be it getting on a call or registering for your webinar, the CTA must stand out so that the readers will be able to find it easily and click on it. The button should be designed such that it’s in contrast with the background of the email.

Here are some other best practices that you should implement for your cold emails:

Table depicting tips to improve email deliverability, open rate, and drive action

Start B2B Lead Generation Today!

Lead generation is a critical aspect of marketing for any business. If it’s not done right, you’ll not be able to get customers and drive sales. Given the pandemic restrictions, you need to take your B2B lead generation online in 2021.

Harness the power of social media using LinkedIn to reach your target customers and engage with them to convert them into leads.

Using email marketing to send out cold emails for B2B lead generation is a top priority for businesses in 2020.

This implementation can be overwhelming, and that’s why it helps to have an experienced partner like SSC. We have highly qualified full-service teams to help you ensure that your lead generation strategy succeeds. Get in touch with us now.


Shira Simmonds

Author Shira Simmonds

More posts by Shira Simmonds

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