There are plenty of articles touting the importance of lead generation and building up your pipeline for your B2B marketing. It’s easy to get in a rut in your business and assume every strategy has already been done. But there are still lots of B2B marketing strategies out there that you probably haven’t heard of. If you’re one of the 78% of businesses that aren’t satisfied with their conversion rates, try mixing up your B2B marketing strategy with something different. Here are 25 ideas to get you started.
1. Use Autopilot for LinkedIn
“A tactic I’ve seen work is using Autopilot for LinkedIn to crawl mass numbers of profiles of your target audience. You put a click-baity headline in your profile, along with a call to action. Then, you can track clickthroughs and see who viewed your profile, and reach back out to them.” – Ryan Farley, co-founder of LawnStarter
2. Send Gifts
“Sending gifts is an incredible way to get on someone’s radar. It also plays on psychology and reciprocity – they’ll feel like they owe you something in exchange. Of course, I’m not saying send them something to try and get them indebted to you. That’s just being a ****. Don’t expect anything in return – just build that relationship, and it can naturally open up to greater opportunities, higher CLV, and juicy referrals. Everyone loves getting gifts in a world of junk mail and hiding behind screens.” – Bill Widmer, Ecommerce Content Marketing expert
3. Handwritten Notes
“Sending handwritten notes to team members and clients goes further today than at any other point in history. There was a day not too long ago when receiving an email was exciting: Your computer would announce ‘You’ve got mail’ and you would run to see what had arrived. Today, a handwritten note cuts through the digital clutter and is received with a similar anticipation.” – Christopher Kelly, writing for Tech.co
4. Use Geo-Targeted Ads During Events
“I haven’t seen many companies running geo-targeted ads when events happen in their industry. I’ve had huge wins targeting conference hashtags and combining that targeting with geofencing that only hits people who are actually there, at the event. You can be hyper-relevant across multiple platforms, with just-in-time personalized offers and deals.” – Joel Klettke, Founder of Case Study Buddy
5. Empower Your Customers and Start a Dialogue
“A significant trend in content marketing has been the rise of audio in 2016 (podcast listening grew by 23% over 2015). With the release of Anchor 2.0 in March this year, it opens up a whole new way of empowering your customers and starting that dialogue with them in a unique way. And the beauty of it? The app is mostly still undiscovered territory for a lot of marketers so you can have the first mover advantage.” – Hans van Gent, Founder @ Inbound Rocket
6. Upgrade and Update Your Marketing Funnel
“Upgrade and update your top/middle of the funnel content to build your email list. With this strategy, you take existing content that is ranking well and update or upgrade it in some fashion (add visuals, video, interactives, etc.) to breathe new life into the content and further improve or solidify rankings in a competitive space. Along with updating, add relevant CTAs and/or downloadables to drive email signups and build your marketing list.” – Andrew Dennis, Senior Content Marketing Specialist @ Siege Media
7. Start with a Survey
“Instead of soliciting business through cold email, start with a survey. The benefits of this are two-fold. First, you get to collect data on your industry which you can publish as a content piece. Second, you essentially warm up those cold leads and you can move forward with a sales conversation without coming across as the spammy sales person.” – Sid Bharath, VP of Growth @ Thinkific
8. Do Things That Don’t Scale
“Trying to get your foot in the door? Go old school with direct mail. While everyone else is getting ~1% spamming people on LinkedIn, direct mail recipients visit a promoted website 60% of the time (https://www.usps.com/business/pdf/FY08_DM%20Onl_Sales%20WP.pdf). And also visited the promoted website according to a USPS study (with first-time shoppers being the most influenced). “And one company has seen 25% response rates with companies making over $30 million a year.
So no, it doesn’t scale. Not at first anyway. But prove it on a small scale, and then get some free interns to hand-write mailing addresses for you. Make the unscalable, scalable.” – Brad Smith, Founder of Codeless
9. Leverage Niche Communities
“One of the more unique B2B marketing tactics is leveraging niche communities like Reddit to build trust and credibility. Far too many marketers think that B2B marketers can only be reached on LinkedIn or at a conference – in reality, many C-suite executives are browsing Reddit just like the rest of us. If you can create content that relevant subreddits find interesting and valuable – opportunities await.” – Ross Simmonds, Digital Strategist @ Foundation Marketing
10. Host an Awards Ceremony
“One of the most unique marketing strategies entails making people feel valued and giving them credit for the work they do. Most people don’t realize the value of people’s work in the company because they are so focused on task over humanity. Most workplaces require more out of individuals in this revenue and data-driven world. Sometimes it’s best to create a strategy that recognizes “rising stars” with their hard work. This is one way of winning credibility with them.
“One tactic is to put on a special awards night event that recognizes your prospects. This way you will win their trust. You can give them ‘special trophies’ and awards that acknowledges their expertise. The nominees can invite their fans and this will help you increase the reach in your business. For example, nominate your top 50 rising prospects and invite them to the award show to collect their prize and trophy with a speech at hand. Tell them to invite their fans for their big ‘spotlight’ ceremony. Make it a sophisticated event.” – Sweta Patel, Director of Demand Generation @ Cognoa
11. Create Standalone Products
“I love seeing standalone products from companies trying to bring new users into their ecosystems. Followerwonk (by Moz) and the Headline Analyzer (by CoSchedule) are great examples. These are products that help people separate from these companies’ main offerings, but help to build awareness and recognition about the parent company. And they’re great for lead generation.” – Patrick Whatman, Head of Content @ Mention
12. Send People a Value-Packed Slide Deck
“I’ve come to love Andy Crestodina’s conference-based approach. When he speaks he packs so much valuable content into his slides, too much to possibly cover during the talk, and he asks people to get him their business card after the talk so he can send them the slide deck immediately after the conference. I’ve watched hundreds of people wait in line just to give him their card.
“Then, in the email he sends, he mentions his blog and asks attendees, alongside the amazing deck he’s giving them, if they’d also like to subscribe. I don’t subscribe to many blogs, but I subscribed to his. When somebody completely over delivers like this it makes you trust that they will continue to provide relevant and valuable content.” – Cameron Conaway, Content Marketing Manager @ Klipfolio
13. Interview an Expert from a Target Account
“I got really creative in integrating expert interviews into an Account Based Marketing (ABM) strategy. Rather than just interviewing an expert in your field, interview an expert from an identified target account.
“For example, if you’re selling to a mid-size startup, interview their CEO, VP of Marketing, or even one of the VCs who is a primary investor. Then, when sales approaches the decision maker for that account, they can send them a link to the interview you’ve done, giving your brand immediate credibility and clout. It makes every sales conversation immediately easier and more likely to end in a closed deal.” – Cara Hogan, Content Strategist @ Zaius
14. Use Live Video to Sell Products in Real-Time
“Using live video to build awareness, connect with more prospects, and actually sell products in real-time. We’re doing it with Climb and making it possible for retailers, brands, and influencers to make sales in real-time on Facebook Live. The future of selling online is all about engagement, entertainment, and experience.” – Rob Wormley, CMO & Co-Founder @ Climb
15. Create Interactive Content
“Use interactive content as part of a larger lead gen strategy, so the convo doesn’t stop after the quiz, but is further personalized based on responses.” – Kaleigh Moore, freelance SaaS writer
16. Sell to Human Beings
“I strongly believe in 2 content marketing that is personalized and has a real business purpose. Don’t just create content because it’s trendy or cool, but create content because your audience needs it and wants it. Behind every “B” is a “H” from human. And we are not selling to businesses and brands, we are selling to human beings. And people buy from people!” – Robert Katai, Visual Marketer and Content Strategist @ Bannersnack
17. Meet in Person
“It’s not unique, but it’s definitely underutilized… With a large chunk of B2B organizations obsessing over ‘inbound’ and content, we have forgotten about how effective a phone call or face-to-face meeting can be for building trust and closing deals. Use your content to build a base level of trust and credibility for you and your business.
“Then use your team to research and identify a short-list of your perfect clients (the information is all available online). Create a personalized profile of each them. Interact, engage and build a meaningful ‘online’ relationship. When the time is right, get that person into a meeting room or on a video call. Close the deal, be friends forever.” – Will Blunt, Founder of Blogger Sidekick
18. Send Retargeting Emails
“We send what I call ‘retargeting emails’ to people at companies who hit our site and don’t convert. It’s a nice way to engage a passive audience from their inbox.” – Ty Magnin, Director of Marketing @ Appcues
19. Show Leads You’re Sending Them Traffic
“Brian Swichkow of Ghost Influence taught me this one. If you’re investing in content marketing and want to get the attention of a company, include a link in the post to the company and add campaign tracking to the URL with your site name in it. For example: growandconvert.com/?utm_source=growandconvert&utm_medium=blogpostname
“That way, when readers of your post click the link, the company you’re trying to get in contact with will see traffic being sent to their site by your site. The company is more likely to have a conversation with you when they’re aware of you because you’ve sent a good amount of traffic to their site.” – Benji Hyam, co-founder @ Grow & Convert and Wordable.io
20. Create In-Depth Data Analysis
“Consolidate data relevant to your industry, analyze it, and publish an in-depth data analysis article or study. Very few companies are doing this. Most are doing the same old ebooks and whitepapers. This is evergreen content that is linked to like crazy and shared easily. It’s content that turns you into a thought leader.” – Devesh Khanal, Founder, Grow and Convert
21. Use the Tools Your Ideal Customers Are Using
“Add a Chrome extension like Ghostery or use a tool like BuiltWith. You’ll then be able to see what tools your ideal customers are using. Build a list of those tools and begin reaching out to their content teams. Can you co-host a webinar together? Publish a new guide together? It’s an easy way to get in front of their highly aligned audience (often, by email), especially if you’re going to be producing a lot of content anyway.” – Shanelle Mullin, Content & Growth at Shopify
22. Write White Papers Around Pain Points
“White papers are excellent for the beginning stages of the sales funnel. They convince potential customers that your company is worth looking into, and can push them from being marketing-qualified leads to sales-qualified leads.” – Kylie Ora Lobell, writing for Directive Consulting
23. Say Thanks in a Creative Way
“TD Canada Trust shared over 300,000 $20 gift certificates for their ‘TD Thanks You’ campaign. You don’t have to go that big, but thanking someone by giving something back to them resonates in a special way with consumers.
It can be as simple as a gift-code, which you’ll see small niche sites like dog treat site BestBullySticks do, or Opentable’s VIP program that gives points per reservation that eventually convert into gift certificates.” – Ed Zitron, CEO of EZ-PR.com, writing for Inc.
24. Introduce Your Employees
“Giving a face to your brand helps to engage your customers and give them a greater sense of trust in you and your services. We all like to see that there’s a real person behind the company image. This doesn’t mean showing everyone working studiously at their desks nor letting it all hang out at the office party. Create a friendly and approachable video revealing a day in the work life of one of your employees or get them to talk about what it is they do and what your customers can expect from them. And then do some good editing; a static talking head video is unlikely to hold anyone’s attention for long.” -Margaret Austin, writing for B2B News Network
25. Use Dynamic and Behavioral Lead Scoring
“Knowing how prospects are likely to behave is as important, if not more so, than understanding ‘who they are’ as people. The two don’t always go together. By using information aside from the standard demographics (age, gender, pay bracket etc.), you’ll be able to make lead qualification work better for you.
“You’ll get a better understanding of where the lead came from, how they found your website, and the actions they’ve taken while on the site. This important information gives you an insight on what is involved with the journey of the buyer and what motivates your prospects. As an example, did they find your website through a backlink and go through every page on the site? Or did they enter the site from a search engine and go directly to your product page? Armed with behavioural data, you can set up a targeted email marketing programme that sends them relevant content based on behavioural triggers.” – Will Williamson, writing for JDR Group
Sujan Patel is the co-founder of Web Profits, a growth marketing agency helping companies leverage the latest and greatest marketing strategy to fuel their businesses.