Two Lead Generation Strategies That Work

B2B & B2C Lead Generation Strategies Worth Considering

At the 2010 Inbound Marketing Summit in Boston, I was on a panel on October 7th on the topic of Driving More Qualified Leads into your Funnel. One of the questions from the audience was from a marketer who shifted his 2010 online marketing budget from paid to organic inbound marketing. He said that his lead performance had declined and asked for input on how to address it. He didn’t give any other details, so I gave my input from both a B2B and B2C perspective.

Regardless of whether you are a B2B or a B2C business, I have a favorite three letter acronym and a favorite four letter word: Respectively, they are CTA (call-to-action) and TEST.

Marketers should always be testing different CTAs (calls-to-actions). And, I do mean always! The very essence of marketing (online and offline) is testing CTAs and measuring results.

B2B Calls-to-Action

Many B2B marketers fail to offer website visitors and social media encounters compelling reasons to engage. The biggest mistake in online B2B marketing is limiting CTAs to “contact us.” So often a website visitor is conducting research. They are simply not ready to “contact you.” But, if you offer a B2B website visitor something compelling that aligns with their stage in the buying process, they will often accept your offer.  Traditionally, a popular B2B CTA has been a white paper download.  This can be very effective, but it’s so common that it must be compelling. White paper CTAs with an image and a benefit statement usually perform best.  E-books can perform even better than white papers.

Another compelling CTA in B2B inbound marketing is the promise of pricing information.  Research proves that the #1 piece of information most desired by B2B website visitors is pricing.

However, rather than publishing your pricing on your website, offer your anonymous website visitor the ability to request budgetary pricing. You can accomplish this several ways to capture serious B2B prospects early in their evaluation process. Consider testing this CTA for B2B sales lead generation that can fill the top of your sales funnel.

B2C Calls-to-Action

B2C marketers may also consider similar tactics depending on their product or service. One of the most effective strategies in B2C inbound marketing is to do extensive testing with website CTAs including using different words, different colors of CTA buttons or images, and even different locations of CTA buttons. Also, consider offering different CTAs during evenings and weekends to appeal to different audiences.

For example, I bet JetBlue has tested and determined that the CTA “Let’s Go” has converted more than other words in that CTA button.

Whether you’re a B2B or B2C marketer, I urge you to TEST different calls-to-actions (CTAs) to determine what works best.

6 Critical Success Factors in B2B Lead Generation

With Self Service Pricing

 

 

 

 

21 thoughts on “Two Lead Generation Strategies That Work”

  1. This info is gold for anyone doing online marketing. I've had business websites with tones on info with little call to action that was hidden, and a very simple 3 page website with a very strong call to action on the first page that was 6 times more effective at email capture. Any tips on creating the captures and a solid example from a website that does well would be appreciated.

    1. Dr. Westerman,
      Make sure your calls to action are clear and easy to understand. Don't offer too many CTAs or you'll confuse your audience. Test different CTAs and their locations. You may be surprised to learn which CTAs perform best. Always be testing. Never stop testing. Hope this is useful.
      Cheers,
      Bernie

  2. Dr. Mac,
    Glad to hear this blog post is timely. This topic is timely for all marketers. Who doesn't need to fill their funnel with more leads?
    Keep me posted on the progress of your new service for chiropractors.
    Cheers,
    Bernie

  3. Nice post Bernie – loads of twists you can add to the e-book offer. Kindle download, slideshare presentation upload, print via lulu, convert to podcast and enable subscription via iTunes etc

    Small tweaks that can increase value (fitting in with users lifestyle) before main proposition.

    Agree on limiting the CTA – thanks for sharing….

    You may find this analytics technique of interest for B2B lead generation? Obtaining warm leads without obtaining email / contact details is still possible: http://www.acquisitionengine.com/b2b-lead-generat

    1. Sean,
      Thanks for your other suggestions. All good suggestions. The blog post your provided is excellent too. Digging into the companies that visit a website through Google Analytics can be a valuable sources of B2B leads.
      Thanks.
      Bernie

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