I Tested 22 B2B Marketing Strategies (So You Don't Have To)

Title says it all. 22 B2B lead generation strategies that you can implement online. Now, we've broken these into four sections. Top of the funnel, so these are lead genen strategies to get leads from people who are very early on at the research phase. Then middle of the funnel, these are strategies that help you attract people who are maybe comparing you against competitors who are a bit further down the buyer journey. We've got some bottom of the funnel lead genen strategies to help you generate leads from people who are pretty much ready to make a purchase. And then we've got some re-engagement strategies to help you bring people back in who've maybe been thinking about you in the past but have fallen off the radar. Now, all of these strategies can do really well and we've got examples today of businesses that are using them. In fact, we've got more examples in this video than I think any video we've ever published before. But in order to get the most out of them, you need to ask yourself some questions. We're going to cover those right at the end. These questions will define whether these strategies work really well for you or they fall completely flat. So, make sure that you answer those. Okay. Section number one then top of the funnel B2B lead genen strategies. Let's start with strategy one which is building interactive tools. So here's an example from deal who help people with managing global workforces. They've got an employee cost calculator which is very relevant to their target audience. So when you're building an interactive tool you typically want to build something that's useful to your target customer and the strategy basically is that you help them to do some small part of their job. So for example, if the HR person wants to calculate the relative cost of hiring people from different countries, they can do so with this calculator. So how does deal generate leads from this? Well, there are two ways. You can either gate the answers, so you require people to give you their contact details in order to get the answer, or now that they've been on this page, you know that they are a good potential customer for you, so you can then retarget them with ads. Here's another example from our friends over at Profound. They help people work out what their visibility is in AI search. And they've got this AI search visibility index. Who is interested in this? Well, the marketers at each of these businesses in all of these different categories. And they can generate leads from this in three ways. Firstly, they can hope that people landing on this page are going to check out profound and click the CTA button. Or they could gate the results. Or they could retarget people who visited this page with ads later on. Now, these tools don't have to be fancy or expensive to put together. Here's the Fleetio Fleet compliance ROI calculator. Guess what? It's a Google sheet. But to download it, you've got to give them your contact details. They know that if you're checking out something like this, you're going to be a potential customer for them. You know that putting this calculator together is going to take you a bit of time. So, this would be a great time saver, and therefore, you're probably happy to put your details in. Now, if you're really smart, your interactive tool is going to help your customers spend more money with you. As this example from Tracksuit aims to do, tracksuit is like a brand marketing platform. So, they help you work out how much you should be spending on brand versus performance marketing. Of course, they'd love it if you spent more on brand marketing because then you'd use their tool to monitor it. Strategy number two is to publish original research and white papers. Again, to see how this works, let's take a look at some examples. Back to Fleetio. Here is a practical guide to multilocation alignment. This is a white paper that they've put to help fleet managers do exactly that, lead capture. Here's an example by Dark Trace, the cyber security company, the chief information security officer's guide to cyber AI, categorizing the use of AI in cyber security. And to get the white paper, of course, you have to download it. Now, if this is your job, you are interested in this type of thing. And of course, these white papers are going to be packed full of dark trace use cases, and they're going to know that you're interested in this topic so the sales team can then follow up with you. Now, you don't necessarily have to put together your own research to share in your white paper or guide. Sometimes you can just take information and data that's out there already, compile it in a new way, and present it to people in a nice package. That's exactly what we did at Exposure Ninja with our state of AI search report. This takes lots of data from all of the different AI platforms and presents it in a single coherent story so that marketers are able to quickly get to grips with exactly what's going on out there. So although we didn't provide the original research, we're packaging it in a way that's really useful to people and generates leads. Strategy three is using AI tools like ChatGpt and Gemini to get people onto your blogs and then convert them through embedded CTAs. Now, we've talked in previous videos about how you can structure the content on your site in a way that makes AI tools like Chat GBT want to reference you by using a hub and spoke approach. When they reference you or site your website, they drive traffic to your page. You can then convert that traffic using embedded CTAs. Let's take a look at some examples. So here we've got a guide on sock 2 from Vanta and you can see this page has lots of CTAs on so it's ready for the traffic coming from the likes of chat GBT. We've got the request a demo button. We've got this report that's popped up here. We've got the white paper and notice how that white paper follows us down the page that's always visible. Owner sells restaurant management software and they've got this great guide on restaurant SEO and of course there are CTAs embedded in it. Now because they've done a great job of publishing content online in a very structured way. They've built visibility on the rest of the web. They get traffic from tools like chat GBT driving people to this page. And of course, there's a couple of CTAs. You can get the free demo or if you want a lower commitment version, you can see your website's grade here. Wise does a similar thing. They've posted this guide on how to handle late payments for small businesses. Funny enough, that's a great target audience for them. When people land on this page, then of course, we've got these calls to action throughout the page pushing people into registering for What is Business. And just in case you missed it the first time, it echoes down the page. Marxers in all different industries are having to work harder to convert the visitors that are coming to their website than they did previously because to be honest, there are fewer visitors. AI is grabbing a lot of this traffic and holding it to itself. So when you do get people coming to your page, you need to make sure that you've got calls to action which are sufficiently compelling in order to generate that lead. So for example, here we are on Lin Works. We've got the request a demo button again. We've got this state of your commerce quiz. We've got ebooks. We've got links to other guides, webinars, more guides, another link to the quiz, another book, the shipping and fulfillment report, the webinar. You get the point. The idea is to give people lots of different alternative calls to action so that they can convert on whatever they are most attracted to. Strategy number four is to get active in the communities that your target audience is spending their time in. Now, the ideal situation here is that you actually own the community like Vanta does. They've built and they maintain this community for their target customers and they designed this community to incentivize advocacy behavior. Things like helping other people to discover vanta by sharing your success story. Traffic think tank is another example of a community. This one collects people in the world of SEO. Now, this is slightly different in that it's an entire business. It sells training and events for that community. But just because you're not a training or community business doesn't mean that you can't have a community for your brand to collect your target customers. You can then share your calculators, your interactive tools. You can do research with your community to collect people's perspectives, turn that into white papers, and then promote it back to them. You don't necessarily need to monetize your community directly. You can make it free like CMO coffee talk is, which is just a way of collecting CMOs. They get value from talking to each other and meeting each other. Your business doesn't necessarily have to do a huge amount other than facilitate those conversations. Strategy five is to start a value first newsletter. So, this is not a newsletter where you just talk about your products latest iterations and the things that you're great at and share the update that Sue from accounts cat has just had six kittens. The point is to build a newsletter like move the needle from data box that people find legitimately valuable. Think about creating something free that is so valuable people would want to pay for it. So, it helps them to do some aspect of their job or it collects news and information from your industry and gives people a central place to consume all of that so they don't have to do the hunting themselves. And notice how databox has a separate page for their newsletter. They really sell the benefits of this as if they were selling a product or a service. And they show previous examples of the newsletter to demonstrate the value that they're giving to their subscribers. Why does databox do this? Well, they sell business intelligence software. The sort of people that are interested in making data their competitive advantage are the sort of people that might sign up for databox's software. Even if they're not necessarily looking for business intelligence software, they might not even know what that is. But if they're looking to use data in their business to make good decisions, they could be a potential customer. So, Databox wants them in their ecosystem. Here's another great example, the AHF's Digest. This is a free weekly newsletter with 284,000 subscribers. This doesn't have to take you a huge amount of time to run, by the way. Look, just shares the hottest SEO news from the industry, which most of the marketers in this business would already know about anyway. So, they're just compiling everything that they read during the week and sending it out the newsletter at the end of the week. And again, they sell this as if it's a product or service. So, they're using the conversion optimization strategies that we talked about, like demonstrating social proof, 284,000 members, sharing testimonials for the free newsletter, and sharing examples of the newsletter itself, so people can see how much value they're going to get. Just because it's free doesn't mean that you don't have to sell it. B2B lead generation strategy number six is to create thought leadership content like videos and podcasts. Videos can be an amazing way to build a relationship with people in your target audience. If you're educating them about something that's specific to your industry or you're sharing results from your business in a way that actually helps your audience get closer to their goals, that can build an incredible amount of rapport at scale. Now, it's one thing to just publish videos and podcasts. Of course, you need to make sure that you include calls to action which are relevant to your target audience and match where they're at in the funnel. So, for example, if you're a digital marketing agency creating a video about B2B lead generation strategies, you know that your target audience is going to be B2B marketers interested in generating more leads. Therefore, you might want to offer them a call to action that gets them closer to that goal. For example, if you want to generate more leads from your website and your digital marketing, request a free digital marketing review from the team here at Exposure Ninja. We'll take a look at your website as it is now. We'll have a look at all the different promotion channels that you're running, whether it's SEO, Google ads, Facebook ads, LinkedIn ads. We'll take a look at what's working really well for you, what's not working so well, and interestingly, what your competitors are doing to generate leads. We'll then prioritize all of this into a game plan that you can follow over the next 12 months to significantly increase the volume of leads that your website and digital marketing is generating for you. This service is completely free of charge, but not everybody is eligible. So, you do need to request it at exposurinja.com/re. Can you see what I did there? Guilty. If you're using some of the other B2B lead generation strategies that we've covered so far, like running a newsletter or white papers or guides, you can also promote them in your thought leadership videos or podcasts. Let's take a look at some nonexposure ninja examples. Here's the Freedom of Work podcast by Remo first, which is HR software. And guess what? It's an HR focused podcast designed to be really interesting to Remo First's target customer. Here's the Fleet Code podcast from Fleetio, which is going to be really boring to anybody who's not in fleet management. But you're not trying to go super viral or get to the top of the charts. You're just trying to really appeal to your target customer in fleet management. So, it's okay if you only get 5,000 downloads a week. It's okay if you only get 50 downloads per week if they are your perfect target customer. If you don't have a lot of people in your organization that want to be featured in your podcast or videos, you can also interview other people from outside your organization as a way of piggybacking on their credibility. Here's the investment management arm from Nor Bank. And I mean, to be honest, they don't really need much credibility, but they generate even more by interviewing some of the biggest names in finance on their video series in Good Company. If you've got multiple target audiences or you've got a range of different products or services, there's actually no reason to stop you having multiple podcast series targeting those different audiences. And that's exactly what Lin Works does. They've got these different series which are targeted to people who've got different challenges. They've got selling strategies which is how to use different platforms to sell. They've got find your next marketplace which is about choosing the right selling marketplaces. They've even got a series on delivery and fulfillment. Now, what I would say is if you're going to embark on having lots of different series running in parallel, you need to think about how much resource you actually have to dedicate to this because just running a single series can be difficult. You might think, I've got loads of ideas from our podcast. Well, yeah, maybe you've got 10 ideas, but what happens when you're a year in, you've used up your 52 best ideas, and now you're in the real dregs. That's why angling your podcast or video series around things that are always changing, like current news topics, can be a good way to keep current without having to constantly think of new ideas. although it does have the downside of producing less evergreen content. Okay, let's move into the middle of funnel strategies. So, these are the ones designed to help you generate leads from people who are a bit further down the buying journey. They're not just curious and in the industry, they're actually starting to think about making a potential purchase and they might start comparing you against others. Strategy number seven then is interactive demos. If you've got people landing on your website that are interested enough to take you for a test drive in some form, but they don't yet maybe want to reach out to your sales team, you can offer them a lower commitment demo instead and still generate the lead. Notice here how Navatic has two levels of commitment. You can either book a demo, which implies there's going to be someone on the other end. And that's great if you want to ask some questions, but it's bad if you don't really think this is going to be relevant and you don't want to have to reject them. Or you can click to try a demo. If you click to try a demo, it walks you through their platform to allow you to establish whether this might be relevant for you. Once you get to the end of that, you've got two options. You can then either book a demo if you've now qualified yourself enough, or you can go on to learn about another one of their features. On Pendo's website, their interactive demo takes you through the experience of using the service. Rather than just giving you access and hoping that you navigate your way around, it has these really helpful tool tips that explain exactly what's going on and how to get the most out of their offering. Whenever you're doing this, it's a really good idea to have next steps always visible in case somebody sees this and goes, "Yep, that looks right for me." As soon as somebody is ready to take that next step, you want to make it very seamless for them to get to that next step. So, start for free or get a demo are the perfect secondary calls to action to have on this page once someone's using the interactive demo. B2B lead generation strategy number eight is versus content. This type of content is fantastic because you can get it ranking in search and AI will often site this type of content in its responses and it's perfect middle- of the funnel content because if people are evaluating you versus a competitor. This is where you get to set out your stall and explain why people choose you against that competitor. Look at this punchy example from FreshBooks. UK small business owners prefer Fresh Books. Sorry, QuickBooks. Of course, you know what to expect. you know that you're going to get a table that shows Fresh Books as being absolutely amazing while the competitor is horribly limited. But don't dismiss this as being sleazy or below the belt. If you genuinely are better than your competitor in some areas, you need to be proud of that and stand up for it. Make it easy for your customers to make a decision by showing their vulnerabilities against your strengths. They're probably doing it on their website. You don't necessarily want to gate this content with a call to action form. You want this content to be visible without people having to give you their contact details. But of course, when someone is on this page, you know that they're in that evaluation mode and you know that they're on the edge of converting with you. So, you want to make sure that you've got calls to action throughout the page of various degrees of commitment. And you also want to make sure you're remarketing to people who are landing on this page knowing that they are most definitely in market. Look at this great example on the contrast website where they compare contrast versus livtorm. Look, we've got CTAs all over the place. It's got book a demo start for free. We've got these that drop in in the middle and then we've got these middle CTAs that pop up. Then we've got a CTA that pops up after page scroll on the right hand side as well. So you're never too far from a nextstep call to action. Now a variation of the versus content is competitor alternatives content. So people might go on to Google and search for alternatives to Zoho. And Monday has put together a guide on alternatives to Zoho. Guess who's going to come out on top of their seven Zoho CRM alternatives to try in 2025? Are you ready? Monday. And look, while you're on this page, multiple CTAs. We've got the get started button. We've got that echoed down here. And we've got a white paper CTA here as well. Get the report. The state of sales technology in 2025. They may have produced this data themselves. They may have just been compiling it from elsewhere. It doesn't really matter. This is a great secondary call to action for this page, targeting people who are looking for an alternative CRM. Here's another example doing exactly the same. If people are searching for RB2B alternatives, here's a page of content that's optimized for that search term, going to be showing up, and of course, Dealffront wants you to sign up for them. Look at this nice CTA that pops up on the bottom of the screen. Really eye-catching and targeted to you after you've scrolled a certain percentage down the page. Strategy number nine is high commitment content like courses. Let's go back to the deal website. Let's have a look. So remember, deal is software for people who are managing international teams and they will often be doing payroll and they might be doing payroll across different geographies. So deal has a free payroll course, international payroll fundamentals. What are you going to learn on this course? Well, you're going to learn how relevant deal is for people who are doing international payroll obviously, but you're probably going to learn other stuff as well, which is going to be really useful. And because there's high perceived value in a course, they've gated it with a lead capture. Now, if you're cynical, you could say this is basically just a guide. This is a guide that they've written. Yeah, there's 23 lessons, but it takes about an hour to get through, which is about as long as it takes you to get through a good guide. So, what they've really done is they've written the guide and then they've packaged it up and made it higher perceived value by framing it as a course. Don't hate it, just implement it. Here's an example from Pendo. Now, they're offering a productled certification course. Grow your product link knowledge and advance your career. They're targeting people who are aspirational in their career and think that they need to learn more about this topic to get further ahead. And that's really important positioning. Remember that just because it's free doesn't mean that you're not selling it. You have to sell this course both to get the person to put their details in, but also to invest the time and energy to actually go through the course. So, you need to make sure that you're communicating the value that they're going to receive having put this time and energy investment in. And on the topic of perceived value, Pendo has done a great job of really emphasizing the perceived value of this. Look, we can see a proper curriculum. This makes it feel like a real high value course. We've got different modules all with repeated calls to action to start the course. We see the people who are leading this and this really does feel like a proper highvalue course. Strategy 10 is hosting virtual events. Let's see some examples. Here's Sprouto, a social media management platform, running a free webinar with someone from Dolingo, which is well known for going viral via social media, talking about virality. This is something that's super interesting to social media marketing managers and Sprouto is a social media platform. So Sprout Social is carrying out a webinar bringing in someone who is a real gamecher in the space to share their expertise. High perceived value and Sprouto gets the leads of everybody who is interested in this topic and pretty much all of them will be potential Sprouto customers. Here's another example. Gong has brought in someone from Anthropic to talk about how they do B2B sales. And of course, not only does Gong get to capture the contact details of the people that are interested in this, but the webinar is most likely going to feature a whole bunch of Gong references, Gong examples, and Gong sales pitches. And by the way, if you're enjoying this video and you want to see some Exposure Ninja webinars about how to generate more leads through your digital marketing, you can do so on our website. These webinars also have light lead capture on them. So when you click to view a replay, it asks you to submit your details. And that's a fair trade that most people are happy to take because the value of the webinars is so high. Now, if a webinar feels a bit too formal and a bit too prepared, you can just do what Huntress does where they just have fireside chats. And these are just conversations that people can listen into. And because these fireside chats are sort of different every time, they don't really have a specific pitch about exactly what you're going to get from it. Instead, they just talk about learning from your peers, getting actionable strategies, general things which are going to be interesting to people, and that remember in a lot of B2B companies, the people in those spaces can often feel quite lonely and disconnected because there aren't necessarily huge communities out there in a lot of industries. If you can provide that sort of sense of, hey, you're not so alone. You might do really well with this type of fireside chat strategy. You can make your videos or your meetups seem even more hyper value by turning them into live events that people can tune in online. This means you can build up anticipation on the run-up to the event. Then you can have people watching and engaging live and then you can promote the replays after the fact. That's exactly what deal is doing here with their global mobility summit which they held online and you can now watch the replay on demand afterwards. To increase the perceived value, they give this a typical sort of conference format where they've got agenda, they've got keynotes, and they've got different rounds. So, this distinguishes it and increases the perceived value over just a webinar with, of course, the downside that it takes a little bit more coordination. B2B lead generation strategy number 11 is if you really want to take the events thing to the next level, you can host your own live events. Now, live events come with pros and cons. The pros are that you get much better engagement and relationship building with people when they're in person. The cons are it can be incredibly difficult to get people into a room no matter what you're offering them. So, you need to make sure you've got enough of an audience and enough budget to actually get people out of their homes and offices and into your venue. One B2B company that does a great job of this is Crowdstrike. They run their Falcon conference in the US and Europe. You can see this is a really well attended conference. They promote it and then of course once they've got all that content, they can then promote it after the fact, explore the highlights. If you are going to get people out of their homes and offices to your event, you of course need to give them a ton of value. If the speakers are just your staff, you need to make sure the topics that they're choosing are so high perceived value that people would pay. Even if your event is free, they're essentially paying with their time and travel expenses anyway. So, you really do need to massively stack the value to get people out. One way to do this is to do what User Evidence does with their Highline Conference, where they actually sell the thing as an experience. Check out this page. Big ideas come from better backdrops and they make a real focus on the fact that this is in Jackson Hole, Wyoming and it's beautiful there. They also increase the perceived value by making it invite only and telling you about who's not going to be there, i.e. anyone who's going to try and sell you something. The only people that they want selling anything at this conference are obviously their own sales reps. And look at this. They've recognized that this is a lot of effort for people to get to. So they explain why should you make the trek to Highline? And one of those features is experiencing the area that they have it in. This reminds me of an old story that I heard Dan Kennedy talking about where they were trying to get people to this dentist conference or something like that. Anyway, the ads that they ended up running were pictures of people playing golf and they just hosted it a golf course because they knew that that's what people were really going for. And by the way, events don't have to be huge. Take a look at what Capsule do. They run these dinners. These are with a very small selected audience. They present these as VIP dinners. And that both allows them to have much more interaction with the people that are turning up, but also makes it okay for there not to be hundreds or even thousands of people there. And they run these dinners at different areas, allowing people to come to their local one rather than having to trek across the country or across the world. Strategy number 12 is case study libraries. There are great ways to do case studies and there are dumb ways to do case studies. The dumb way is this. The dumb way is the way when you talk about how great you are and all of the amazing things that you did for your customers. The great way of doing case studies is by presenting your customers success knowing that other people are going to want that success. And that's exactly what Octopus does in their case study library. Octopus does another great thing in that they make their case study library filterable so people can find relevant examples to them. You can choose your industry or you can select multiple industries. And here we've got examples of businesses that have got the results that you want. That's a lot more powerful than when somebody reads a case study about someone who's in a completely different space or a completely different stage. The temptation when they're reading a case study about someone at a completely different business or space is, "Yeah, that worked great for them, but it won't work for me." Whereas, if I can show you an example of a business that's just like yours, who got the exact result that you're after, that holds a lot more credibility. Now, one of my favorite ways to beef up a case study library is just by overwhelming volume. Check out what Story Lane does here. Story Lane is a software that allows you to build interactive product demos. Look at the volume of case studies that they're sharing here. The impression that they want to give is that whatever space you're in, whatever business that you're in, there is an example here for you. And of course, you can filter these by industry. Now, I'm going to be honest, they could be making more of this. They could be generating more leads here because although they're showing all of these great examples, we've got these sticky CTAs, but there's actually no other CTA down the page. We've got this one here, tour with Santa as well, cuz it's almost Christmas. But what I'd love to see is find out how you could get these results for your business. Book a demo with one of our team here. You know, something that's a bit more tailored to where the customer is at. If they look at this and go, "Yeah, this looks pretty good. I'm ready to go." How do we then move that person into the next stage of the conversion funnel? B2B lead generation strategy number 13, luckily for you, is creating problemspecific landing pages. You've probably got two types of customers. Customers who know they need what you sell, and customers who have no idea that they need what you sell, but they do know that they've got a problem. This strategy is designed for that second group, people who know they've got some pain, but they don't necessarily know how to solve it. And that's where problemsp specific landing pages can generate you a lot of leads. Here's HR tool HBO and their page, which is targeting people who need to put together an incident report. They may have never done this before, so they are going to value a free template. Now, isn't that generous of Hibop? Well, of course, Hibob knows that people who are putting together incident reports are HR people and their organization is at a particular maturity level where they know they need to put together an incident report, but they don't yet have a process for this. I.e., they will be perfect customer for H Highob's platform. This is like those tour operators that hang out at airports looking for particularly touristy looking people who have just got off a plane. They know that person is wandering lost and they know that person is here to do one thing, see the sites. Five minutes ago, you weren't necessarily looking for a tour guide, but maybe I can give you some tips on things to see, and maybe then you might come on my tour. And this is a strategy that works really well. Here's another example from HBO, helping people put together professional development plans. They know that people who are starting to do this are in organizations that need HR support, and that's exactly what Hibob does. This is a perfectly tailored offering for people in the middle of the funnel. You've got two options here. You can either give people this information completely free without necessarily asking them for any contact details or you could gate this. For example, you could give them a basic version of the template and then say if you want our full guide and our full template pack, just put your email in here and get access to it. That would probably be what I'd test here if I wanted to generate more leads from this page. But the fact that Hi Bob has the request a demo button there means that they'll probably catch some people and then they can always retarget people who've landed on this page anyway. Strategy number 14 is actually using other people's websites to generate leads for you. The downside is you're probably going to have to pay them. Let's take a look at how Capterara is doing this for Cognism. So if you don't know Capter is like a reviews site a bit like G2. It has third party reviews of different platforms. This is their page on Capter Terra where people can come and read the reviews. But you can also get a free trial directly from this page. So you don't have to go to the Cognizant website if you don't want to. If you've read these reviews and you like the look of it and you like the pricing, you can just go straight into booking a free trial. But it doesn't necessarily have to just be free trials. On the G2 website, which is a similar sort of thing, the Six Sense revenue marketing page includes some of their guides and downloads. When you click to download these, it asks you for your data. Okay, now we're at section three. This is the bottom of the funnel lead generation strategies. These are the ones that tend to turn into money most quickly. Strategy number 15 is hyperfocused, highly targeted landing pages for both your organic traffic and your paid ads. This is Scattered. They offer software to help people manage like physical offices, physical spaces, but as well as general landing pages that they can run for people that are interested in certain features, they also run very specific landing pages targeting people in different roles. For example, here is the page for their facilities team. Space optimization for facilities managers. What they can do on this page then is tailor every part of their message to the goals of facilities teams. What they're looking to do is resonate with those people more than the other alternative pages that they're going to be seeing in their Google Ads results. And we've got quite a lot of clients in legal. And with legal, you can often spend vast amounts of money per click on your ad budget. What you really need to do is convert as much of that traffic into leads as possible because the CPCs can be so high. So, the name of the game here is hyperspecific landing pages. Here's an example. Well, this isn't an Exposure Ninja client, but here's a dedicated landing page for doctors that have been accused of healthc care fraud. Because this is such a specific landing page, they can focus all of the content about their track record in this area, including their recent successes, building their credibility in this area. They've got two CTAs on this page. They've got the phone number, knowing that the half-life on legal queries can often be fairly short. As soon as someone's engaged with a particular law firm, they might shut down other inquiry lines with other businesses. So, if they can get them on a call, great. They've got a secondary CTA of get started only takes 30 seconds. So, they're trying to offer a lower commitment alternative, which makes a lot of sense. And offering a couple of different levels of call to action can make a lot of sense, even if your landing page is hyperargeted. Check out how MRI real estate software does this. You can either get a demo or brochure. Now obviously a brocher is much lower commitment but if you're not the decision maker in the business you might find a brocher really useful cuz you can then take that brocher to the decision maker in the business and say hey look what I found. You can take this to another level with strategy 16 which is to create segment specific landing pages or even segment specific sections of your website as monday.com has done. They have an entire separate section of their website which is for developers demonstrating the benefits of monday for that crowd. Now, the product itself isn't any different for developers, but the way they position it and present it is very tailored to that audience and their needs and their goals. But what if you're not a developer? Well, that's okay, cuz Monday has what it calls a work management variant video for you. If you're a project manager, Monday work management. What about if you're a customer service team? Well, that's okay, too. We've got Monday service for you. And you can see it's basically the same functionality but just presented using the language that that audience is most familiar with. And you often see this with software companies that have flexible software that can be used in different ways by different parts of the organization. For example, ClickUp has separate sections on their website for each of the different types of teams that use their software. Again, the entire purpose of this is so that if I'm HR, I click on there and I see all of the messaging about ClickUp tailored to me and my goals. that increases my likelihood of becoming a lead rather than if I'm just being pitched generic software and it says, "Oh yeah, by the way, it does work for HR." Here's one more example with the sort of data enrichment platform Apollo. Look at this. In their URL, they show personas. They've actually mapped out different personas and here's the RevOps persona. Now, I can bet they've done their analysis and they know what their typical RevOps person looks like. And that's a pretty good amalgamation. And the same rules of engagement apply. All the content on this page is targeted at people in RevOps. Whereas here is the same software being sold to account executives and founders. Now remember Apollo's offering is exactly the same, but the goals and the things that they're emphasizing are tailored to each of these different personas, which is going to make it much more likely that me as a founder, I'm going to get a demo from this because it's all about finding buyers and closing faster. Great, that's what I need. Whereas if I'm an account executive, I want to grow my pipeline. Strategy number seven actually doesn't have any examples because it's so basic, but it's something that so many businesses actually don't spend any time on. And that is SEO for bottom offunnel terms. Things like buy HR software, best HR software. Yes, a lot of these are competitive, but many businesses just don't have a strategy targeting these bottom of the funnel terms. Despite the fact that these are very popular search terms that people are searching every day who are looking to buy that software, I've noticed almost the tendency to give up on bottom of the funnel search terms just assuming that they are too competitive. But don't do that. Somebody has to win. Now, if you're an underdog and you think, "Yeah, but Tim, SEO for our bottom of the funnel terms is like really competitive. It's stupid competitive." Well, check out strategy number 18, then. That's AI search optimization for those bottom of the funnel terms. So these are rather than targeting best HR software in Google, target best HR software in chat GBT. Often the businesses that are doing really well in regular traditional SEO, haven't really got to grips with AI search optimization yet. And we've had some amazing results for clients getting them ranked in tools like Chat GPT, even if they're smaller businesses or challenger brands. We've got other videos on this, so I'm not going to go into loads of detail on exactly what you need to do, but we'll link them in the description. Okay, before I go through the questions that you need to answer to make sure any of these strategies work for you at all, we're going to go through some re-engagement lead generation strategies. So, these are the things that you can do to re-engage maybe old leads, expired customers, or people who've come into your world. They've been in your orbit, but they haven't taken the plunge yet. Let's start with strategy 19, which is paid social retargeting. Throughout today's video, we've talked about ways to get different people who match your target customer profile on your website. But once they're on your website, there might be a 1 2 5 10% chance that they convert. The rest of those people though, they might be super relevant for your business, but they drift away. They go and visit someone else. They close the tab, they forget about you. What do you do with those group? Well, one of the best things to do is retarget them with paid social ads. You can run ads to the people who've been on your site but haven't converted yet. But what should those ads say? Well, initially, you might want to echo the calls to action that you had on the page the first time. But if that doesn't work, you don't just want to keep sending that message to that person over and over again. If they're not interested in your free demo, they're not taking your free demo. So, what you can do instead is then go to your secondary call to action, which might be lower commitment, whatever other lead generation magnets that you've produced, you can test them with this audience. If you have a sequence of retargeting ads, which test different approaches to see what works for that person. Just because they didn't convert on your website doesn't mean they're dead. And just because they didn't convert on the first retargeting offer that you made to them doesn't mean they're dead either. You can keep trying until you get them. You can do the same thing with strategy 20, which is paid search and display ads via Google. You can use remarketing lists for search ads to actually target people who've been on your website. When they search for something similar on Google, you can then say, "Hey, come back here. Remember us?" Or you can run display ads or video ads on YouTube to people who've already been on your website or who are in your email list already. These remarketing and retargeting lists can often be some of the highest performing audiences that you can target using either search, display, or social ads because they're already aware of you. You don't have to get through that awkward initial introduction phase. They've already read your content. They may have already downloaded something. They may have already had a demo from you. Strategy 21 is high intent pop-ups. You can be really creative with pop-ups these days. You can use pop-ups to retarget people who've been on your site, who've come back, who've visited certain pages. Here's an example of not a retargeting pop-up being used, but an example of where one should be used. We're over on the Semrush site here. New report from trends and statista reveals how AI search is changing the web. I would love to see a scroll depth pop up here. Oh, you're interested in this? You might be interested in booking a demo with Samrush or downloading the full data. but instead the only pop-up that arrives is a fairly high commitment one to sign up for their software, albeit with a free trial. You can also use exit intent pop-ups. These are ones that when the user motions to leave the page, for example, to close the tab, they get a pop-up. Let's take a look at a great example on the Sage website. In this example, it's notice I'm trying to leave the page and it's showing me this pop-up, a last gasp, don't leave now. A final engagement lead generation strategy is email automation. With many email marketing platforms nowadays, you can target people with specific email automation follow-ups if they visit certain pages on your website. Now, of course, you have to have their email address first, but this essentially works like the basket abandonment sequences that we see in e-commerce. I.e., you go onto a shop's website, you put some items in your basket, you fill in your email address, but you don't check out. What happens then? You get the emails saying, "Hey, come back to check out with us." And you can take exactly this approach with your B2B website if you already have that customer's email. So let's say for example that Sage had already got my email address because they given me some white paper download or guide. Now if I'm then on the Sage website and let's say I go to the accounts receivables page. They could have an email automation that followed up with me to say, "Hey Tim, it look like you're interested in accounts receivable. You might want to check out one of our guides on how to get paid faster or how to measure your accounts receivables." A lot of B2B companies are sitting on a gold mine with their email marketing and they're just not implementing the sort of stuff like this that can have a huge impact. And remember, this traffic is completely free. You don't have to pay anything to send out emails. Okay, now for the bad news. We've just given you 22 B2B lead generation strategies, but all of these will fail if you don't have good answers to a few questions. The first question is, who are you actually for? Your ICP, your ideal customer persona. A staggering number of marketing teams, including for some massive businesses, don't actually know the answer to this question. And if you don't know the answer to this question, it can be very difficult or even impossible to tailor your content and your calls to action to make them really resonate with the people that you want to target. We've got a video all about how to identify your target customer, which we'll link to in the description. The next question to answer is where is your audience spending their time? If they're spending their time on LinkedIn, but you're only running ads on Facebook, that's really not going to work. If they're spending their time going to in-person events and they never spend their time reading white papers, then it doesn't matter how many white papers you produce, that's not what they want. Honestly, there's no shortcut to this. The best way to understand where your target customer spends their time is to talk to them. We've done things like offer people Amazon vouchers just to talk to us for a 15-minute conversation. The information and the clarity that you can get from these conversations can be unbelievable and it can really set you up your marketing campaigns for success. We actually do this for our clients in something called the branding and positioning accelerator where we build these customer personas and understand where these customers spend their time. When we buy a business, this is the first thing that we do. We want to understand deeply who are the target customers for this business and who's already buying for this business so that we can configure and calibrate all of our marketing to match and resonate with them directly. We also need to be able to answer the question, how do people buy our thing? Are they making the decision alone or are there other decision makers? Are they doing this quickly via a free demo or do they spend ages and ages looking and researching and compiling lots of information? The more you can tailor your content and your lead generation bait to the way that people buy, the more effective it's going to be. Over the years, we've seen businesses that are desperate to convert that customer immediately on their website. The customer though is going to spend time looking at this. They need to check with lots of other people in the organization. Doesn't matter how tantalizing that call to action is, they cannot take that action alone. So the marketing needs to reflect that. For example, by giving that person assets which they can share with others on the team so that the organization as a whole can come to the conclusion to buy from you. Finally, of course, none of these strategies are going to perform well for you if you don't have enough traffic coming to your website. So check out this video which shows you the best digital marketing strategies to apply to get more traffic to your website. Until next time. See you