Nov 16, 2021
Manufacturers are being faced with major challenges in the industry. One of these challenges is finding new ways to generate qualified B2B (Business to Business) leads. In this article, we will go over 10 lead gen techniques that have been proven to work for manufacturers in generating quality B2B leads.
Email marketing is one of the most effective ways to generate B2B leads. According to Hubspot, email has a 39 times higher ROI than other forms of digital advertising. However, it should be noted that emails without personalization are not nearly as successful in generating quality B2B leads compared to personalized ones.
It is also important to build your email list and not just send emails to those who have already subscribed. For example, you can use web push notifications that require users’ permission as well as retargeted display ads with a pay-per-click (PPC) model.
Another great B2B lead generation technique for manufacturers is to develop a blog on your website. You can address common problems that your B2B leads may have and show how you are able to solve them.
The more relevant content you present, the easier it will be for your leads to identify that they are in need of your services.
For example, if you work in B2B lead generation and there is an article on “how not to lose customers” then people who read this may realize that they might end up losing their own business due to a lack of B2B leads.
This is why you need to carefully choose the topic for each blog post so that it highlights your point/s and drives traffic towards your website.
Once this happens, then you can market yourself via email marketing campaigns or other forms of digital advertising (like display ads). The ultimate goal here is to build your list and generate B2B leads.
The third B2B lead generation technique that you can use is to advertise on social media platforms.
According to Social Media Examiner, 65% of marketers believe that they get better results from social ads than with any other form of marketing and advertising channel.
Moreover, 93% percent of these say their return on investment (ROI) has improved as a direct result of advertising on social media.
However, it is important to note that the ads should be well-designed and contain engaging images or videos in order for your leads to noticing them. This will also help you run B2B lead generation campaigns more effectively.
Guest blogging is a great B2B lead generation technique that you can use as it allows you to increase brand awareness and establish yourself as an industry expert. This, in turn, will attract quality leads who are looking for your services.
In order to do this well then you need to find blogs within the same niche as yours where there is a high chance that your leads will visit them. In addition, you can also get in touch with blogs outside of your niche and ask if they would be interested in publishing a guest post from you on their blog.
In order to have a high chance of success then it is important to choose blogs where the audience has interests similar to yours so that they are more likely to notice your guest post. Then, you can send them an email or contact the blog owner through social media platforms like LinkedIn.
Another B2B lead generation technique for manufacturers is to build a landing page.
In order for this strategy to be effective, you need the right call-to-action (CTA) and offer that will entice your leads. For example, if you work in sales then your offer can be something like “get a free consultation” while the CTA can be “sign up here”.
This page should also have a form where your leads will have to fill in so you are able to keep track of them and nurture each one accordingly.
The point of a landing page is to get in touch with your leads and turn them into sales.
Additionally, you can use the exact same content on the form so that it will be easier for your leads when filling out their details. This way they are able to focus more attention on what you are offering them.
Another B2B lead generation technique for manufacturers is to write case studies about how your products can help customers.
For example, you could create a case study with the following data: “20% increase in sales” or “reduced production time by 60%”.
This will allow you to tell your leads how they can benefit from using your products which in turn makes it easier for them to make a buying decision since they would know the benefits of doing so beforehand.
The content on these case studies should definitely be written in an engaging way that is able to capture attention.
In addition, you can also create these case studies as videos where people are able to hear the testimonials from your previous clients in their own words. This will help with B2B lead generation even more since it is not only text content but video-based instead, which engages potential customers much better than written word alone.
Another B2B lead generation technique for manufacturers is to speak at industry conferences.
This way you can attract a lot of quality leads who are serious about improving their business and looking for the right solution, which could be your own products or services.
It should go without saying that attending such events as an exhibitor will not help with attracting leads but rather just allow you to network with potential clients.
In order for this B2B lead generation technique to work, it is important that your presentation will be relevant and useful for those attending the event as well as being an authority on the subject so people are more likely to notice you.
Another B2B lead generation technique for manufacturers is to conduct surveys.
In order to do this well then you need to know what questions or topics will be relevant and interesting enough for your leads so that they are more likely to answer them which in turn allows you access their contact details at the end of it.
This could happen during a webinar or a presentation where you could do the survey at the same time as well.
Although this should be done in coordination with your other B2B marketing efforts, it can help to generate quality leads that are looking for what you have to offer.
In addition, if there is any information from those surveys that would benefit others in the industry then you can publish it on your blog or website as well!
This will show how knowledgeable you are about the subject matter and attract even more leads who would be interested in speaking with you further.
Another B2B lead generation technique for manufacturers is to conduct webinars.
Such events will allow you to engage with your leads in a much more detailed manner since they are interested enough in what you have to offer that they are willing to spend time listening and asking questions, which allows the conversation between them and your company to go deeper than just a simple email exchange.
However, it should be noted that the quality of leads you will get from this B2B lead generation technique depends on your webinar content and topics since this is what makes them interested in spending time listening to you so they are ready to ask questions or even purchase something afterward.
This is why it’s very important to make sure that you are knowledgeable on the subject matter and able to speak about your topic with ease.
The last B2B lead generation technique for manufacturers is to host an industry meetup.
Even if it is just a small-scale event, it can still attract a lot of quality leads who are interested in learning more about what you have to offer and spending time with people from their own industry or company which they trust since they share the same interests.
These types of events are also great for networking with your potential clients or even hiring new employees who would help improve the quality of services you provide.
You can choose to host it at a local coffee shop, restaurant, office space, etc., where there is enough room for all attendees and have presentations about what each person has to offer as well as a Q&A section where everyone is free to ask questions and provide feedback.
This B lead generation technique can also be done as an after-work event where you could gather your leads for drinks or food to create the right environment that encourages networking.
As you can see, the top B2B lead generation techniques for manufacturers are not very complicated nor expensive but they do require time and effort so it is important to make sure that your company has these qualities before choosing any of them.
If you have any questions or would like help generating more leads for your company then feel free to contact us and we will be happy to help you out!