10 Big Ideas to elevate your B2B Lead Generation in 2023

To stay ahead in a competitive market as a B2B business, you need to have a well-defined prospecting strategy that brings in leads on an ongoing basis to ensure long-term success. You might navigate a field of knowledgeable buyers & battle-hungry competitors and be exposed to a lot of misinformation on how to better generate B2B leads. It also doesn't help that every professional is adamant that a lead generation strategy or lead generation tactic is the best way to get his B2B sales leads.

But, the truth is that your approach should be tailored to your organisation, industry, product/service, and audience. This often means trying new ways to generate leads that work for you. And to drive business growth & increase your sales revenue you need to increase your leads.

You must be willing to experiment, learn, and implement new ways to get B2B sales leads. This means testing multiple strategies until you find what works. Ready to try something new? Here are 10 big ideas to elevate your B2B lead generation in 2023:

• Implement a well-thought-out SEO strategy to stay ahead of the competition

• Create insightful lead magnets to establish yourself as a thought leader

• Promote case studies to show how your products/services help

• Add data-driven content to your content strategy

• Build powerful relationships with customers to receive referrals

• Video content is a powerful tool to attract leads

• Optimise your landing page for better conversions

• Personalise your website with dynamic web pages

• Insert social proof to provide more value for potential customers

• Host industry webinars for like-minded people

Implement a well-thought-out SEO strategy to stay ahead of the competition

The goal of SEO is to use Google to attract new visitors to your website so that your website content can be in the top results for a potential customer’s search query. To do this, you must:

• Target transactional keywords to reach the right audience.

• Regularly publish quality thought leadership content, whilst understanding search intent.

Transaction keywords, meaning keywords that indicate a searcher's interest in spending money on your product or service. These keywords vary in degree of transactionality, from being completely transactional (words such as "purchase" and "service") to more research-oriented (such as "benefit" and "cost"). The most valuable searchers are those closer to the buying side of the scale, and the SEO content job for the website is to draw the leads into the process.

Search intent is the foundation of SEO. And to satisfy a potential lead’s search intent is to create high-quality content that responds to their search query. Your website content should: respond to their questions quickly and concisely, stimulate their mind, and help them turn ideas (or tips & tricks) into action items.

By creating content that meets these criteria, you not only engage your visitors immediately but also establish yourself as a helpful resource. And if those visitors are already in your market (like when you target transactional keywords), ideally they'll be converted into new leads.

Create insightful lead magnets to establish yourself as a thought leader

As you know, potential customers are wary of giving out their email addresses for fear of flooding their inboxes with promotional messages. It's not as easy as simply asking for an email address or "privilege to contact" without offering anything of real value in return. Lead magnets bridge this gap, giving consumers access to the content they want. And providing you with new ways to collect contact information.

The role of a lead magnet is to:

• Position yourself in the customer’s mind as a thought leader by demonstrating your expertise.

• Educate the customers to seek progress.

• Provide advice or insights around a specific topic.

• Build trust & awareness.

Additionally, a lead magnet is there to help you hook in potential leads & pique their interest enough so you can start to nurture them & cultivate the relationship to purchase.

Promote case studies to show how your products/services help

Case studies explore common pain points, share the benefits of solutions, and argue back in story form. These stories evoke emotions in leads by allowing them to identify with other peers. Prospects can easily see how others have overcome their current challenges.

Apart from this case studies are powerful because they:

• Showcase your solutions for different niches

• Explain how problems are solved

• Provide credibility

• Offer social proof

Case studies capture the reader's imagination with a story, provide real-world insight into how your solution is helping customers, and provide evidence to support your marketing claims. And they are also an easy way to take prospects further down the funnel and ask them how your company can help them with their particular situation.

Add data-driven content to your content strategy

Integrating data into your content has many benefits for your business. Firstly, it makes your audience see the impact of your statement. Data backs up the claim you’re making and helps your audience to better understand & process the information on how your service/products work & how it can help.

By integrating data, your audience understands the value of your content. They feel well-informed on the topic because you have the statistics to back up the information. Hence, more potential leads for your business.

Here are a few examples of data-driven content:

Build powerful relationships with customers to receive referrals

Capturing valuable leads that ultimately lead to customer purchases should be at the top of your business priority list. Luckily, there are many marketing tactics you can employ when working on your lead generation strategy. A well-executed referral program can increase your lead-generation efforts, strengthen relationships, and improve your overall return on investment.

Encourage customers to talk about your business by keeping them happy. Referral programs are worth investing in as they target potential leads to specific markets.

Video content is a powerful tool to attract leads

There is room for video content for B2B businesses. Find common problems and areas of interest for your ideal buyers and create video content about them, not just related to your product. Feature unique topics and conversations that are making waves in your industry or niche.

Optimise your landing page for better conversions

A 'Lead Generation' landing page is used to collect personal information and set up touchpoints for creating as many 'leads' or 'prospects' for your business as possible. Generally, you need to work on the design of the landing page, this should be sleek, clear & easy to navigate. Your next focus should be the copy of the landing page. This needs to be clear, concise & compelling, and backed up by social proof. And of course, your call to action copy needs to be more relevant. Highlight the benefits that your visitors will get if they sign up or give their personal information.

Forms are the last step when it comes to lead-generation landing pages. The quality of this element determines whether visitors are willing to leave personal information. And of course, move further into the sale funnel.

Personalise your website with dynamic web pages

​​Dynamic personalization means presenting website content that adapts to each individual customer (as opposed to static content that remains the same for everyone). By understanding the needs and buying habits of your website visitors, you can create personalized conversion funnels just for them. An example of dynamic content is providing relevant product recommendations on your home page. A good example is Netflix and its recommendation based on viewers' behavior on the streaming platform.

Insert social proof to provide more value for potential customers

Social proof is a guide when people are in an insecure position. For example, when potential customers are not sure if they should purchase a specific product or service, they start to research what other people have done & are more likely to adopt peer behavior. Thus researching your website to prove that your product/service works.

Numbers are an easy way to communicate objective information and using them when displaying social proof is an excellent strategy. If you have the data to back up your claim, you’re going to persuade your target audience to trust you as a reliable resource.

However, to get the most out of your trustworthy content (especially if your goal is conversions), there are a few things you should keep in mind:

• Add true testimonials & reviews

• If you’re able to have user-generated content, use it.

• Add call-to-action buttons

Here are a few examples of businesses that have incorporated social proof very well:

Reviews

Customers

Case studies

Host industry webinars for like-minded people

Event sponsorship is a great way to generate leads at scale as it exposes your brand to a large number of like-minded people.

Find and pay attention to events related to your business and customer interests. There are many ways to participate, including sponsorships, panel discussions, and speakers. You can start hosting company webinars for like-minded people & attract new leads in your pipeline.

Lead generation is about finding the right marketing strategy for your business, and it all starts with customer research. Find out where your ideal customers are, how they're looking for answers, and what matters most to them.

Understanding their journey will help you know exactly how to build SaaS at scale without sacrificing sustainability.

Are you ready to elevate your lead generation in 2023? But more importantly, are you ready to implement these big ideas into your lead generation strategy in the new year? If you’re not quite sure how to implement some of these ideas, we’re more than happy to help! Just book a discovery call and let’s see how we can help YOU scale your business in 2023: