Lead generation is widely seen as the #1 challenge in B2B marketing and understandably so. It can be very difficult for marketers to create interest in products/services and get their messages heard through the onslaught of content on every digital channel on the internet. Luckily, the most recent lead generation statistics can give you some insight into what tactics are currently trending and what you should be focusing on to get to your target audience. Let’s dive in.
What is Lead Generation?
First of all, what is a lead? A lead is any person who indicates interest in a company’s products or services, typically by submitting personal information such as an email address for an offer, trial, or subscription. Lead generation is then defined as attracting and converting strangers and prospects into leads using a variety of marketing tools. These can include blog posts, webinars, job applications, and other online content. Not all leads are created equal so capturing valuable leads who are actively interested in your business offerings is the goal of lead generation. As an important part of inbound marketing, lead generation is a fundamental point in an individual’s journey to becoming a delighted customer.
The Lead Generation Process
The lead generation process involves warming potential customers up to your business and getting them on the path to eventually make a purchase. It goes something like this:
- A visitor discovers your business through one of your marketing channels.
- The visitor then clicks on your call-to-action (CTA) which is an image or button that encourages website visitors to take action.
- The CTA then takes your visitor to a landing page designed to capture lead information in exchange for an offer of some sort.
- After landing on the landing page, your visitor fills out a form in exchange for the offer.
And just like that, you have a new lead. Sounds simple right? Not quite. The challenge lies with getting people to your site and getting them interested in what your business has to offer. This is where marketing comes in by creating and implementing a lead generation strategy that uses various forms of content including email, social media, blogging, and other tactics to drive website traffic.
Lead Generation Statistics 2019
To get a better understanding of lead generation, it is important to look at current statistics before proceeding with your own campaigns. Here are 20 that caught our eye!1.) 88% of B2B marketers use content marketing as a lead generation tactic. (Content Marketing Institute)
2.) Only 4% of website visitors are ready to buy. (Marketo)
3.) 67% of companies use lead generation as the sole metric to determine content marketing success. (HubSpot)
4.) 83% of video marketers say video has aided them in lead generation. (Wyzowl)
5.) On average, B2B marketers spend over 25% of their budget on content marketing. (Demand Metric)
6.) 80% of people appreciate learning about a company through custom content. (Asset Digital)
7.) Content marketing generates three times as many prospects as outbound marketing, but costs 62% less. (Demand Metric)
8.) 80% of customers say the experience a company provides is as important as its products and services. (Salesforce)
9.) 63% of consumers requesting info on your company today will not purchase for at least 3 months. (Marketing Donut)
10.) Marketers who prioritize blogging efforts are 13x more likely to see positive ROI. (HubSpot)
11.) 42% of organizations believe email is one of their most effective lead generation channels. (Circle Research)
12.) Lead-nurturing emails get as much as 10x the response rate compared to standalone emails. (DemandGen Report)
13.) 72% of consumers prefer email as the primary way to communicate with brands.(MarketingProfs)
14.) Marketers who segment their email lists achieve 39% higher open rates, 28% lower unsubscribe rates, and 24% better deliverability. (MarketingProfs)
15.) 68% of businesses use automation in some way. (HubSpot)
16.) The mean cost per lead is just under $200. (Marketing Charts)
17.) 70% of the companies say the most important benefit of automation technology is better-targeted customer communication. (Liana Technologies)
18.) 80% of B2B leads generated through social media come from LinkedIn. (Oktopost)
19.) 60% of people are inspired to seek out a product or service after reading about it. (Demand Metric)
20.) 70% of consumers feel closer to a company as a result of content marketing. (Roper Public Affairs)
How to Generate B2B Leads
It’s pretty clear from the statistics above that content marketing is one of the most important elements to successful lead generation. A strategy filled with different forms of content and the best ways to promote them is invaluable to growing your business. Below are a few lead generation ideas to incorporate into your content strategy.
Lead Generation Ideas for B2B
Create Gated Content
Gated content is one of the most common lead generation strategies in the B2B world. Unlike typical blog posts or landing pages, gated content is “locked” and requires those that wish to view it to submit personal information (typically name and email address at least). This is incredibly effective as it gives your audience something of value for free while it allows you to capture high-quality leads that are already interested in your products and services. Gated content can include things like:
- White papers
Send Out a Monthly Newsletter
A way to utilize the great content you have is by including your articles in a value-packed newsletter. The goal of a newsletter is to consistently engage your prospects while they are not actively buying or researching your products or services. B2B cycles can be quite lengthy depending on the industry and it could take months of lead nurturing before a purchase is made. This makes staying top of your audience’s mind that much more important. Share new blog posts, special offers, upcoming events and more to keep them interested in your business so that when they are ready to buy, you are their first choice.
Host an Event
Hosting an online or in-person event is a great way to not only attract your prospects but serve them as well. While educating them on a solution for a problem they are facing, you can capture personal information such as an email address to further nurture them down the sales funnel. Live events such as webinars, workshops, and seminars also have the added benefit of connecting with customers in real time so you can answer any questions they have and actively guide your prospects.
Optimize Your Website
To generate leads, users must be able to easily find your offer. This is where UX design comes into play on your website. Testing out CTA placements across your site can provide much insight into why a user may or may not be clicking on your offer. Sometimes, it simply needs to be moved up higher on a page or the form needs to be shortened to properly encourage users to submit their personal information. A few best practices for a successful lead generating website includes:
- Promote relevant offers at the end of blog posts
- Use a call-to-action (CTA) pop-up
- Create a resource library and place in your site’s navigation
Promote Your Offers on Social Media
When you create a valuable eBook, guide, or other content offer, it is wise to promote it on social media both organically and via paid advertising. There are multiple targeting options to choose from on every platform so you can reach the people that are most likely to be interested in your content. Based on performance, you can then tailor your targeting and ad spend to maximum effectiveness.
Marketing Automation Tools for Lead Generation
Now that you’ve got some ideas for your lead generation strategy, it’s time to set yourself up for success with the right tools. Since your leads require consistent nurturing, many companies have turned to marketing automation software to streamline the process. There are a variety of marketing automation platforms out there including:
As a Hubspot Solutions Partner, I’m sure you can guess which one we think is best but the great thing about all of these tools is that they are designed with lead generation in mind. You can create custom campaigns that resonate better with your audience and house lead information all in one place! Read our full marketing automation platform breakdown here so you can choose the best one for your business.
LAIRE Leads to Growth
As a HubSpot Agency with a niche in online lead generation, we are here to help you grow your business. We align your marketing and sales goals to strategies aimed at real-world buyer behaviors, and then we convert and nurture prospects with valuable, educational content. If you are struggling with generating leads for your business, then request a 20 minute marketing assessment today.