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Jessica Greene on February 11, 2019 (last modified on January 21, 2022) • 14 minute read
If youâre like most of the marketers who responded to our latest survey, youâd probably choose content marketing.
We asked our survey group of B2B marketers to select the channel that they rely on most for lead generation, and content marketing receivedâby a notable marginâthe most votes.
Nearly 60% of our respondents chose content marketing. The runners upâsocial media, email marketing, and paid socialâreceived far fewer votes, less than 15% each.
So if you havenât yet prioritized content marketing as part of your B2B lead generation efforts, you should stop everything and refocus all of your efforts on publishing content, right?
Not necessarily.
While our respondents largely agreed that content marketing is a powerful tool in B2B lead generation, there are a lot of caveats.
Content marketing alone may not be enough. It takes time for content to produce results. And just because content marketing works well for a lot of B2B businesses, it doesnât guarantee that it will produce extraordinary results for yours.
This might explain why 36% of respondents also reported that B2B lead generation has gotten harder over the last few years. (Another 36% reported no change, suggesting that it’s always been a challenge.)
We wanted to take a deep dive into the channels, tactics, and strategies that marketers are using in 2019 to generate leads for their B2B employers and clients. So we asked our respondents to share some of their most effective tips and impressive results.
Hereâs what we learned.
âWe dabble in a little bit of everything,â says Grow Hack Scaleâs David Oragui, âbut content marketing continues to be the biggest driver of leads and sales for us and our customers.â
Why? Oragui explains: âContent marketing is one ofâif not the onlyâchannel that pays dividends week after week, month after month. What you create today will continue to generate new business 2-5 years from now.â
Advice Mediaâs Joe Sloan agrees: âWeâve discovered that providing valuable content that resonates with our target clientele has generated the most qualified leads, and those leads close at a very high rate.â
Sloan provided us with some metrics to illustrate the success Advice Media has had with generating leads and closing deals using different channels and tactics. While referrals had a higher close rate, content marketing generated nearly seven times as many leads:
So obviously, content marketing is an effective channel for B2B lead generation, but what types of content should you produce?
Futuretyâs Elise Telford says her company invests in blog writing, email marketing, and a monthly webinar series. âThese activities help us attract new prospects andâmore importantlyâestablish a relationship of trust with those prospects.â
Mavens & Mogulsâ Paige Arnof-Fenn argues that the best place to start is guest posting.
âInstead of trying to start your own blog or newsletter, try contributing regularly to existing. well-trafficked blogs in your industry, or newsletters of like-minded organizations reaching the same target audience as you. Additionally, make sure you include your website URL or contact information so leads can find you and follow up.â
Itâs also important to remember that focusing on content marketing doesnât mean you have to isolate your efforts to a single channel. In fact, one of the reasons why content marketing is so effective is that itâs easily paired with efforts on other channels.
As P5 Marketingâs Robert Donnell says: âFor B2B clients that sell a product that is a considered, researched purchase, we recommend content marketing that helps establish the companyâs expertise. Then, social media, email marketing, paid social, and event marketing become channels to support and amplify the content marketing effort.â Use this lead generation dashboard to monitor the number of leads that come from your content marketing efforts.
âA mix of content marketing and SEO drive a majority of our inbound leads (with the other chunk coming from referrals),â says demandDriveâs AJ Alonzo.
âPublishing and promoting content is one thing, but having a good keyword strategy is instrumental in making sure that the content you put out there gets read. They can exist by themselves, but they’re really impactful when they run in conjunction with one another.â
Alonzo continues: âThe core pathway of getting visitors from our content to a landing page (so they can convert into a lead for the sales team) is propped up by the relationship between content marketing and SEO. The more content you produce, the more pathways you open up, and the better you rank for your target keywords. It gets people to those landing pages faster.â
Jennifer Noto of Carolinas IT agrees that content marketing and SEO are a perfect pair. âGoogle is the most effective channel for lead generation for our business. We don’t do any paid search; it’s all organic.â
âBy using SEO keywords in content throughout our website and in our social media posts, we’ve been able to increase our rankings significantly. We rank in the number one spot in Google search results for more than 55 of our target keywords.â
âWhen a visitor completes a contact form on our website, theyâre asked to select how they found us. Over 66% of our leads come from Google searches and social media posts.â
But SEO is important for more than just lead generation. SEO research also helps you determine what to write about. It helps you identify what types of questions your target customers are askingâand where they are in the buyerâs journey when asking those questions.
As Referral Rockâs Jay Kang says: âOur primary goal is to constantly find new question queries, identify where those questions belong in the sales funnel, and write the best content possible.â
The bottom line is that people turn to search engines when theyâre looking for answers, and providing the answers they need is an effective way to generate leads and drive sales.
As Colibri Digital Marketingâs Andrew McLoughlin explains: âCompanies reach out to us regularly because we rank for the digital marketing services theyâre looking for.â
If youâre a digital marketer, you know the drill.
If youâre like most marketing teams, youâre doing this multiple times on multiple pages and offers. So how can you assess your landing page engagement as a whole? By looking at Google Analytics metrics and answering questions like:
You could certainly do this by digging through a variety of Google Analytics reports and dashboards, but wouldn’t it be nice to consolidate that information in one dashboard?
Now you can benefit from the experience of our Google Analytics experts, who have put together a great Databox template showing all the most important KPIs for your landing page(s) performance.
Itâs simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, itâs free!
You can easily set it up in just a few clicks – no coding required.
To set up this Google Analytics Landing Page and Lead Tracking Dashboard, follow these 3 simple steps:
Step 1: Get the template
Step 2: Connect your Google Analytics account with Databox.
Step 3: Watch your dashboard populate in seconds.
Another channel that pairs well with content marketing is social media. Obviously, you can use social media to promote the content you publish on your website. But you can also take it a step further and create content thatâs designed solely to be published on a specific social media site.
For example, Cass Polzin explains how Accelity Marketing uses videos on LinkedIn to generate leads:
âIt started with our CEO, Jackie Hermes, working with Urban Misfits to create videos on LinkedIn discussing business and personal life lessons. She quickly grew her audience and, through that, gave a human quality to our marketingâsomething that is often lacking in B2B industries.â
âNow,â Polzin says, âour whole team is creating videos on LinkedIn. Itâs doing wonders for growing an audience for our brand, and it’s actually leading to sales for us, too.â
But before you decide whether to promote your websiteâs content on social or create content specifically for one social media site, you have to decide which site to focus on. Our respondents offered several suggestions:
And the best part of combining content and social media marketing is that it can be a relatively low-cost strategy. As Maff explains about his effective YouTube approach: âAll it cost me was one VA overseas.â
âThe most effective channel we use for B2B lead generation is email marketing,â says Fisher Unitechâs Jackie Tihanyi.
âMore specifically, we create nurture campaigns that include different pieces of content that aid buyers in each step of the sales funnel.â
Michael Bibla of Atomic Reach agrees that email marketing is most effective and offers another tip: âBy using unorthodox CTAsâsuch as âGet a Content Auditâ rather than ‘Book a Demo’âwe’ve been able to generate 14% more clicks on average.â
Our survey results and respondentsâ comments make it clear that content marketing is a powerful channel for B2B lead generation. But while content marketing works, it doesnât necessarily work quickly.
âWhat many companies need to understand is that content marketing and SEO probably take the longest to produce resultsâespecially if you’re just starting out and donât have an organic search strategy in place,â says David Oragui of Grow Hack Scale.
Lolaâs Jeanne Hopkins agrees: âWhen youâre beginning any marketing program to generate leads for B2B sales teams, the demand generation team is often challenged by a lack of an email database, social media followers, and brand awareness at events.â
âShort-term, paying for lead acquisition through paid webinars with persona-focused content, leveraging paid social ads to generate interest, and publishing syndicated content may be the only playâat least initially.â
âBut while youâre taking advantage of these short-term solutions,â Hopkins says, âyou should also be publishing content to your blog, optimizing your website for search, and using other gated content (podcasts, webinars, ebooks) to build your email database. Thatâs the only way to bring down the average cost per lead and invest for the future.â
âPaid acquisition allows you to test the content so that you don’t make long-term mistakes. Relevant, high-value content that supports product sales is the long-term play,â she says.
If content marketing doesnât seem right for your businessâor if you havenât had much success with content marketingâdonât despair. Our respondents suggested several other channels that have been effective for their B2B businesses that you can consider adopting.
âConsumer review sites are a strong provider of high-quality leads because leads that come from these sites have consumed a lot of data and information,â says Best Companyâs Chad Zollinger. âThey are essentially well-informed leads. They already know pricing differences and have determined that the end company is the one they want to go with.â
However, Zollinger recommends focusing your efforts on the right consumer review sites: âMake sure to work with ethical and authoritative review sites. Some large, well-known review sites smother negative reviews or don’t allow higher rankings for companies that don’t pay them.â
âReview sites like G2Crowd and BestCompany.com are ethical and focus primarily on informing the researching consumer and then sending them to the most qualified company.â
SparkReactionâs Jesse Frye says analyst reports can be another powerful lead generator for certain B2B businesses. âFor technology products or services, the best leads are generated from events and content like analyst reports (Gartner, IDC, Forrester, etc.).â
For other types of businessesâagencies in particularâFrye recommends referrals: âFor our specific business, the most effective channel for B2B leads comes from our website and through referrals.â
Brand chemistryâs Christabelle Tani agrees: âThe best channel depends on the type of business in question. For us as an agency, our biggest channel is referrals from past customers and partners.â
Prami Growth Agencyâs Hanna Prami recommends paid social for B2B lead generation: âWeâve had good results with audience expansion using lookalike audiences, providing, of course, the content and context match.â
TSL Marketingâs Ryan Nicholson agreesâbut recommends focusing on LinkedIn:
âWe favor LinkedIn advertising to get in front of our potential buyers. It allows us to be very precise in our B2B audience targeting, and to split our targeting into persona segments. This helps us better understand the value of the segments. We see click, conversion, and lead rates out of individual segments.â
âDeployed correctly, it is one of the most effective ways to get in front of a B2B audience.â
Oksana Chyketa of Albacross recommends her companyâs own lead generation platform.
âOne of the most effective tactics we use for lead generation is actually our own service, Albacrossâa B2B lead generation platform. The most significant advantage of this tool is that it enables you to get qualified leads in a matter of minutes, allowing you to skip the prospecting process and get straight to work.â
âWe’ve seen various clients, big and small, achieve success and failure with the sameâand differentâchannels,â says William Chou of WebMechanix. âB2B companies in different industries often experience different successes.â
âWe’ve seen real-world results where a wizard and Facebook ad kills it for one client but bombs for the otherâeven though the same techniques were used.â
Big Sea Co.âs Autumn Sullivan agrees: âB2B is too broad a term to narrow down to one channel. I have SaaS clients who successfully reach leads through social media sites like Reddit, and I have B2B financial clients who reach their best leads through email marketing.â
Instead of chasing what someone else says is the best channel, Sullivan recommends âidentifying where your leads are already engaging, and then building strategies to maximize the use of that channel.â
For some B2B businesses, a single-channel approach might be highly effective. Others get the best results by targeting multiple channels. âOur best success in B2B,â d3âs Susan Sigel Goldsmith reports, âhas been with out-of-the-box multichannel efforts where we integrate email, direct mail, and targeted social outreach.â
And sometimes, the channel isnât important at all. As AcademicBritsâ Adelina Benson says: âHow you use a lead generation channel is far more important than what lead channel you choose.â
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