Generating leads for your B2B business can be a complex process, requiring you to have a clear knowledge of your target audience’s needs, values, and pressure points. An additional complexity: Navigating the sheer number of marketing and lead generation channels that are available.

Indeed, there are a number of avenues that can yield B2B leads, and all of them come with their own strengths and weaknesses. For smaller businesses, it’s simply not possible to invest in all of these channels, which makes it important to compare, contrast, and ultimately make a judicious decision about where and when to invest.

What are the Best Channels for B2B Lead Generation?

There is no one-size-fits-all option here, as every small business is going to have different B2B lead generation needs. With that said, here is an overview of some of the top channels for effectively cultivating B2B leads.

Content Marketing

Content marketing is a big umbrella that encompasses everything from educational videos to informative blog posts. The role of content marketing is to showcase thought leadership and to demonstrate subject-matter expertise, allowing you to position yourself as a trusted authority in your field. This can be invaluable for generating the trust of B2B clients.

PPC Ads

Running targeted online ads in places like the Google display network can be a great way to establish additional touchpoints with your B2B leads. Also note that PPC offers you the chance to retarget, meaning you can show ads to users who have already visited your site or inquired about your projects… users who might be considered fairly “warm” leads.

Organic Search

Search engine optimization remains a must for lead generation. Simply put, your B2B targets are likely to turn to Google as they seek to discover potential vendors or partners. It’s important that your business has a presence in the search algorithms, immediately establishing some familiarity and brand awareness.

Email Marketing

Email marketing can be a powerful tool in several regards. It can send traffic to your business website, and it can allow you to disseminate your blog posts and other content marketing assets. And it allows you to foster long-lasting relationships, turning one-time buyers into repeat customers.

Account-Based Marketing (ABM)

ABM has become increasingly popular in recent years, especially in the B2B space. Basically, it involves targeting really big accounts and expansive organizations, homing in on the decision-makers and key leaders. ABM can be a powerful channel for cultivating major B2B accounts.

Outsourced Prospecting Services

For small business owners who simply don’t have the time or the bandwidth to do the nitty-gritty work of lead generation and business development, one final option to consider is outsourcing your prospecting needs. That’s where Piedmont Prospecting comes in.

Contact Us at Piedmont Prospecting Today

We’re thrilled to be a trusted partner to small businesses of all kinds, assisting with effective, data-driven lead generation and prospecting. We’d love to help you facilitate meaningful business growth. Reach out to Piedmont Prospecting today and let’s chat!