B2B marketing has always carried different characteristics from other types of businesses such as B2C or C2C. This differentiation has no difference when it comes to digital marketing.
The main differentiation we marketers see is the length of the buyer process mostly due to the large size of companies where the decision-making process is relatively long, the expectation of long term business relationships, and expensive products.
That’s why B2B prospects might need more time and different approaches when being applied to digital marketing tactics.
One of the tactics we use for our customer journey for B2B prospects is to gain their contact data in order to reach them again using lead magnets.
What’s a Lead Magnet though?
A lead magnet is a marketing offer where you exchange free material with contact details of your prospects.
According to BrightTALK’s B2B lead generation report, 53% of marketers say half or more of their budget is allocated to lead generation.
Lead generation is one of the most important yet challenging parts of B2B sales funnels.
However, if it is done right, it will undoubtedly bring good value and revenue.
How to generate leads for B2B companies?
The answer is creating LEAD MAGNETS used mainly in the second stage of the funnel.
Therefore, I want to share with you some of the important lead magnet ideas and samples you can use in your B2B marketing strategy:
These types of lead magnets are one of my favorites because if you have enough information to share or the right blogging strategy already, creating ebooks is just a matter of designing skills. During my time in many companies, we have seen great results offering ebooks.
Webinars are great not only because they can help you generate valuable leads but it also gives you the opportunity to educate and interact with your prospects. To better understand the webinars, you can check my recent article about how to organize an efficient webinar.
- Free Tools
I personally like free tools however you should really be careful about the tool you are offering. Because often I discovered that people tend to take the free tool and never come back again. Therefore, while offering a free tool you should be sure that it is for your persona.
Checklists are practical and easy to read by your prospects. Since you are running your business for quite a time, you can easily find out valuable information and make a checklist and offer to your persona for their email addresses.
Cheat sheets are also great for showing expertise to your prospects and they are also easy to read. More importantly, they are long-lasting thanks to their form. Once a prospect finds your cheatsheet useful, they will save it as a bookmark or star it on their computer or even print and hang it to their desk or wall.
Quizzes are so far my favorite thanks to their engaging features. Not only they help you create some engagement but also it can help you to segment your prospects by knowing how much they know about your product category. I would strongly recommend these types of lead magnets as part of your marketing efforts.
It’s worth highlighting that not every lead magnet is suitable for every type of business. Therefore, it is better to focus on the best practices in your industry and keep testing!
If you think you need help creating the best lead magnets for your business, let’s have a chat to see how I can help your business grow organically.