4 Ideas to Spark Lead Flow in B2B Marketing

Time of Read: 4 min

Have you ever found yourself in a position where you just couldn’t think of any new ideas to generate leads for your business? It’s a common problem for many B2B marketers, especially if they’ve been in the same role for a while.

Once you’ve exhausted all the usual marketing channels and ideas, it can seem like there isn’t anywhere left to go. But as with most things in life, the answer is almost always hidden right in front of you. If you look closer at your target audience and dig deeper into their needs and problems, you’ll find plenty of new ideas waiting to be discovered. B2B marketing is about more than just selling products and services to other businesses; it’s about understanding who your customers are and what they need from your company.

Luckily, there are plenty of ways to generate leads in B2B marketing that don’t require much effort or investment.

Watch and Learn

This might sound a little strange, but the best way to understand what leads are and what they need is to watch other B2B brands and marketers work their magic. There are plenty of B2B marketing blogs and newsletters out there that you can use to keep up to date with the latest trends and ideas in B2B marketing. These will give you a good idea of what other B2B marketers are doing to generate leads and find customers, and you can use those ideas to inspire your own strategies and campaigns. 

What are they doing that’s working well? What are they doing that you can learn from? There’s plenty of information to be found by watching and learning from others, so don’t be afraid to get a bit nosy.

 

Use Your Own Product

If you sell a product or service with a clear lead capture form, you’re sitting on a gold mine of B2B marketing leads. That might sound like an obvious suggestion, but it’s a surprisingly overlooked one. Many marketers will focus their attention on new channels to generate leads, when they have a perfectly good one right in front of them. Think about your products or services and how they help your customers, and you might come up with a few ways to use your product to generate B2B leads. There are plenty of ways to use your existing product to generate B2B leads, so don’t overlook this simple idea.

 

Ask Your Customers

If you’ve been in business long enough, you’ve probably already started to build a relationship with your customers. These are the people who have purchased from you or signed up for your product or service, or they’re the people who regularly read your blog or engage with you on social media. These are the people who you should be trying to build a relationship with and get to know better, because they are the people who will help you generate leads in the future. 

You can do this in a variety of ways, and you should start doing this as soon as possible. Keep track of your repeat customers so you can start to identify common trends and find ways to reward them for their loyalty. Try to get to know your customers and their businesses a little better. Ask your customers what they would like to see from your company and what they would like you to improve on.

 

Lead with Content Marketing

If you’ve ever spoken to someone who works in B2B marketing, you’ve probably heard them talk about content marketing. This is a tried and tested way to generate leads, and it’s one that many marketers still struggle with today. But why do marketers struggle with content marketing, and how can you make sure you’re not one of them? Content marketing is all about creating unique, valuable pieces of content that your readers and leads can find useful. 

Common examples of content marketing include blog posts, e-books, webinars, guides, and white papers. You can also add podcasts to that list if you’re looking to make a bigger investment in the medium. The trick to content marketing is to create something that is genuinely useful to your readers and prospaects, but that also contains a clear call to action. You want to make sure that you’re growing your email list with content marketing, and that means adding a lead capture form to every piece of content you create.

B2B marketing is about more than just selling products and services to other businesses; it’s about understanding who your customers are and what they need from your company. Luckily, there are plenty of ways to generate leads in B2B marketing that don’t require much effort or money on your part. 

These include watching and learning from other B2B marketers, using your own product, and asking your customers what they want from you. And once you have leads in your funnel, it’s vital that you keep them moving towards a purchase. 

You can do this by tracking their journey and identifying where they’re dropping off in the sales process, then finding ways to get them back on track. Many businesses also make the mistake of thinking that generating leads is their only job. While lead generation is a critical part of any marketing campaign, it’s only one part of the puzzle. You also need to nurture those leads, track their progress through the sales funnel, and make sure they don’t drop off at any point along the way.

If you're looking for specific strategies, like LinkedIn ads, social selling, or reach out to generate high quality leads, we can give you a hand. Contact us to discover what these strategies can do for you here: