Inbound Lead Generation Strategies for B2B

Inbound lead generation is not only a great way to get leads to come to you, but often inbound leads are more informed about your offerings and are already closer to making a purchase than a client you need to cold pitch. I will highlight 3 Inbound Lead Strategies I’ve seen work for B2B clients in this post.

Putting valuable and educational content into the world is one of the best ways to generate inbound leads. This is an excellent strategy because the leads you are generating will be interested in your content and, therefore, interested in what you’re selling.

The first step to this inbound lead generation strategy is to choose a platform you know your audience uses. This could be LinkedIn, TikTok, YouTube, or any other relevant platform to your audience. If you can spend a couple of hours a week creating engaging, educational content to post on your platform, you will start developing an audience and generating inbound leads. Giving away value, in general, is one of the best ways to generate inbound leads.

Some keys to this strategy are:

  • Making sure it is straightforward to contact you. Be responsive and put your contact info on your platform of choice.
  • Make sure you are consistent. I suggest posting 2-3 times per week.
  • Every piece of content doesn’t have to be a work of art. Make sure whatever you put out is easy to digest and of value to your audience.

Get Inbound Leads from Webinars

Webinars are a great example of a way to put out valuable content. They are easy to promote, can be highly engaging, and generate a list of leads and their contact info to follow up with after the fact.

For B2B, you are more likely to generate inbound leads with educational webinars. Do not create sales pitch webinars; provide valuable content to your audience to establish yourself as an authority in your industry. If you must include a sales pitch, have 80% of your webinar be just value-based content, warn your audience there will be a sales pitch at the end, and spend the last 20% of your time on the sales pitch.

Some keys to this strategy are:

  • Promote your webinar 3-4 weeks beforehand. Promote it regularly, ideally to your email list and at least one other social media channel.
  • Change up the visuals in your webinar. Show your face, an engaging presentation, and some other participants.
  • Follow-up with webinar registrants soon after the webinar has ended. These are warm leads who have been informed; the longer you wait to reach out, the colder they will be.

Develop Consistent Email Marketing

The third way to generate inbound leads for B2B is to develop a consistent email marketing strategy. This strategy should promote interested and educational content to your email list.

Here are some ideas for email marketing:

  • Promote a case study
  • Promote a blog post/podcast/YouTube video
  • Industry newsletter
  • Educational email series
  • Promote a downloadable piece of content like a checklist or guide
  • Answer a FAQ
  • Share your take on industry news

Create a page or space on your site where people can quickly sign up for your email list. Set up double opt-in to confirm they want to be emailed and consistently send them content. This process generates inbound leads because it “nurtures” leads until they are ready to buy from you.

Some keys to this strategy are:

  • Clean your email list regularly. That means removing emails that hard bounce.
  • Track your email analytics to see which emails and subject lines perform the best.

More Inbound Lead Resources:

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