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13 Lead Generation Strategies & Tactics That Work

According to HubSpot, 6 in 10 marketers prioritise generating business leads. 

It means they’ve probably learned the basics, and now they focus on taking their lead generation strategies to the next level. The secret is to keep the pipeline full of the right type of leads. 

If you’re not quite there yet, take the ideas from this article and use them to gain ground against your competitors next quarter.

In this article, you’ll learn the best lead generation strategies for been-there, done-that marketers.

1. Use sales intelligence

The result: List of highly targeted leads on demand

B2B lead generation strategies today are about being relevant to the customer. They aim to generate lead lists of decision-makers, i.e. CFOs' email lists or CEOs' phone numbers lists, to fuel marketing campaigns and the sales team.

With Cognism sales intelligence, you can enrich your lists for ABM campaigns or revive old leads. Besides email and phone numbers, Cognism provides contextual data, such as intent signals and sales event triggers (hiring, funding, etc.).

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2. Simplify your lead gen form

The result: Improved conversion rate

There are multiple ways in which you can collect lead contact information. But do you want to hear what's the best lead generation strategy online?

Keep the sign-up form short, and collect only the crucial information.

That's right! Just think about it from the user's perspective—

Half of your users use mobile devices to browse your website and they are busy. So don't discourage them with a long lead form that takes up all the space on their screen.

You can later enrich data gaps to create compliant B2B data lists.

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3. Leverage contextual data

The result: Engage accounts actively searching for your solution

What if you could start a conversation with qualified leads before your competitors have the chance to chime in?

Intent data tools allow you to discover leads that are actively researching your or your competitor's solution. It allows you to prioritise ready-to-buy leads and target them with highly personalised campaigns. 

Another lead generation strategy that works for small businesses is to use sales event triggers. For example, you can fill your pipeline with leads that meet your specific criteria, i.e. companies that are in growth mode and newly appointed decision-makers who are reviewing their budget and are looking for early wins.

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4. Use competitor analysis and SEO

The result: Targeted lead generation

Search engine optimization (SEO) is one of the highest-ROI online lead generation strategies, mainly due to the lowest customer acquisition cost. 

Creating bottom-of-the-funnel content that ranks organically is your way to generate targeted leads. For example, explore how you're different from your competitors and create direct comparison pages. For example, see our Cognism vs. comparison page.

To take SEO lead generation strategies to the next level, check what your competitors focus on. You can see what type of content works for them to understand the market better. It also helps to predict KPIs better and measure the success of your lead generation tactics.

Tip! Looking for ways to generate leads for free?

5. Launch paid media campaigns

The result: Get leads fast

Unlike SEO, this is one of the best lead generation strategies in digital marketing to promote your content and quickly boost exposure.

If your LinkedIn ad campaigns are stagnant and you don't see the results, you can increase CTR by combining Cognism's high-quality contact with intent data.

Canberk Baker tested this lead gen strategy vs. the standard campaign.

In our typical Enterprise Campaigns, the CTR stands at 0.48%. With the help of intent data, the same ad creatives and format showed an uplift of 1.5x better engagement rate. 

See Cognism Prospector with Bombora's intent in action. 👇

6. Run retargeting and remarketing campaigns

The result: Expanded similar audience

The retargeting and remarketing goal is to engage leads who are most likely to purchase on your site. These lead generation marketing strategies use mainly paid ads aimed at prospects who engaged with your website or social media profiles. 

When you first launch paid media ABM campaigns you base them on your buyer persona. Every retargeting campaign is usually more targeted than your initial campaign. Because you can fine-tune your audience based on the results of the original ad.

You can also use this tactic to find new business leads with characteristics similar to your existing customers. Try Lookalike Audience on Facebook or Audience expansion on Google. The algorithm will help you expand your audience and generate quality leads. Similar features are available on other platforms as well.

Tip! You can use different methods to remarket your products or services, such as email or SMS. The average response rate for SMS marketing is 45%. In contrast, 20% of emails are opened and only 2% of links are clicked in them. 

Moreover, 80.5% of consumers check their text notifications within five minutes of receiving a text, highlighting the importance and versatility of SMS messages in business.

Tip! Check out more methods for generating logistics sales leads and leads in finance.

7. Go beyond Google and Facebook advertising

The result: Find the highest-quality leads

With the rise of new advertising platforms specific to niches, you can get more leads and more market share. Here’s what you need to do—

Research your niche and see what alternative platforms your target audience is using. This lead gen strategy requires you to follow your common sense. You don't want to use a platform that is too niche. But don’t underestimate how many users a platform has. It’s better to test it out and see if it works for you.

Run ads and compare lead generation metrics such as clicks, impressions, etc. with your standard SaaS marketing campaigns to see which ones give you better results. You can optimize the new lead generation technique later for better ROI.

8. Use AI and automation

The result: Boost all lead generation strategies

Gartner’s research predicts that artificial intelligence (AI) will dominate the market in the near future. It will save lead generation specialists manual work in generating leads. 

You can incorporate chatbots and virtual assistants as part of your lead generation strategies. They also increase engagement on your website and nurture leads. For example, you can use AI to match leads with the agent who can best assist them based on visitors’ interaction history with your website. 

This is the best way to generate sales leads from the assets you already have. You can integrate bots with CRM systems and connect machine learning processes to business apps like Slack, Google Analytics, or email automation software. AI algorithms can then analyze collected data to provide insights about where your leads come from and their characteristics.

Tip! Learn the best ways in which tech companies can generate leads.

9. Offer demos and presentations

The result: Personalized user experience 

Having said that using AI is one of the top lead generation strategies today, I need to give you a word of warning—

Too many companies try to automate too soon and struggle to hit their marketing targets. When automation goes wrong (or happens too early), it increases the distance between your business and a lead. 

To avoid such small mishaps turning into bigger problems in the long term, it's always best to provide your prospects with a better and more personalized experience by offering live demos and presentations.

During a live call, you can ask prospects directly why they were interested in your product or service or what put them off. This feedback can help you to address any issues in your content and improve your product.

Tip! Learn how to conduct a perfect sales demo with tips from our experts.

10. Use video marketing

The result: Scaled reach

Video marketing should be included in your lead generation program for a couple of reasons. Services like YouTube are not only video platforms, they are also search engines where people come with a purpose. 

YouTube has 122 million active users daily and on average they watch 16 minutes and 44 seconds of content every day. People prefer tutorials to read manuals, unboxings, and product presentations. It makes video marketing a great strategy to drive lead generation to your products and services. 

If you combine this technique with other lead gen strategies, you don’t need a lot of subscribers at first. Focus on optimizing your video content to rank in Google. You can also add hashtags to increase the social aspect of your campaigns.

11. Use your business network

The result: Promote lead generation content

This way of generating leads requires you to build a business network of partners and salespeople who can help you close sales. The trick to this strategy is to use the right type of person for your product so that your brand is credible. 

Don't waste time making partnerships with random people. Reach out to industry experts who can endorse your brand to find the right business leads. They will be able to explain how your product benefits without scripted messages. 

It can become one of your most successful lead generation strategies because people buy from people. According to a study, only 36% of customers trust the advice of employees in the company, and 59% trust that of peers in other companies.

12. Create a strategy for social media

The result: Get more visibility

Social media lead generation programs can be different for every company. For example, lead gen strategies for startups might aim at more visibility or awareness. It can be more complex for mature businesses that may have multiple sales goals

But before you start creating content for social media channels, it’s important to set sales objectives. Establish what you are trying to achieve from a marketing perspective. Then to implement it right, you’ll need tools and processes. Create enough good content to be social.

If your traffic from social media lead generation methods is dwindling, try increasing visibility through a short video. According to a HubSpot Blog poll of 1,000+ global marketing professionals, 85% of them rank short-form videos as the most effective type of social media content in 2021.

Remember though, that social media changes all the time. So measure and optimize your strategy continually. Don't set it and forget it.

13. Try interactive content and gamification

The result: Increased engagement

People are naturally sociable which makes them like to compete and win. If you find a way to add gaming elements to your lead generation strategies, you can encourage more prospects to go down the sales funnel. 

Gamification can generate business leads by making e.g., email signup a requirement for participation. From inserting a wheel of fortune on your website to taking a fun test that matches you to a product or service.

You can also utilise gamification software to add gaming mechanisms to landing pages. Instead of placing premium content behind a gate, you can place the lead generation form after prospects have played the game. They are more likely to leave their contact details when they are already hooked.

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