Lead generation in B2B causes difficulties for many. A due to the specifics of the niche: limited demand, long warm-up is required, it is . A necessary to gain the audience’s trust, and more.
Changes in performance over the past few. A years have not played into our hands either: the unavailability of many. A channels has reduced the number of possible sources of leads.
Sergey Sukhoplyuev, head of the Traffic Completo unit , spoke about the most effective lead generation channels currently working in B2B, and also shared life hacks that will help attract an audience in complex niches.
Lead generation in B2B: nuances and difficulties
According to a report from Sana , B2B buyers it directors managers email lists increased their online spending by 45%, and the percentage of products purchased online increased from 51% to 67%.
It can be concluded that promoting the B2B segment on the Internet is definitely worth it.
But how to do it correctly?
Before we move on to analyzing the main how to create and maintain brand loyalty like a pro in 2024 mechanics of attracting leads in B2B, let’s recall the main problems and nuances of attraction:
- limited demand . Undoubtedly, the volume of traffic in B2C is much higher than in B2B niches, especially complex ones, where you can see only a single number of requests;
- Long deal cycle . Today, the B2B purchasing process involves an average of 7 decision makers. And 50-90% of the journey occurs before the buyer ever interacts with a sales representative;
- requires a large number of touches to complete a transaction. Users need to be thoroughly familiar with the brand and product;
- Without trust in the company, it is difficult to achieve the desired sales volume. Therefore, it is necessary to “pump up” the brand to achieve product recognition.
So, “remember, can’t forget”: let’s move on turkey data to the most popular lead generation channels. If we don’t talk about prohibited and inaccessible attraction channels, then these are SEO, contextual and targeted advertising.
SEO: Search Engine Optimization for B2B
Let us remind you that SEO (Search Engine Optimization) is a set of measures to improve a website to get traffic from free and organic search results in search engines. Its goal is to improve the position of your website on search engine results pages (SERP): the higher the site, the more users will see it.
As practice shows, SEO optimization is the channel with the highest conversion into the target action, which is easily explained: users most often come to the site by branded and “hot” key queries.
If you know that there is demand in your niche, then it is definitely worth using SEO promotion, which will not only provide coverage, but also in the long term “give” a boost to the business and the site.
As mentioned above, in complex B2B there is little direct demand, so for competent SEO promotion it is necessary.
