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Published on Tuesday 25th of June 2013

B2B Lead Generation: Marketing Tactics and Trends to Increase Your Client Base

With summer having officially arrived, it’s time to take a look at some of the marketing tactics and trends in B2B lead generation before we all start taking it a little easy at the beach. In a recent survey by Chief Marketer, we can find several insights into how marketers are tackling lead generation and the current trends in attracting new clients.

According to the results, 41.5% of respondents were focusing primarily on finding new customers in 2013, with 43.6% focusing on current customers, but still hoping to build awareness among potential customers. It is clear that in the current market, B2B lead generation is hot. For companies that are planning on staying stagnant with their customer base, with little efforts on creating new leads, there is great potential for them to lose out to companies that are more aggressive in their marketing tactics.

Pie chart of B2B lead generation expectations

With the importance of lead generation highlighted, the focus then shifts on to the marketing tactics: how are these companies planning to drive customers to their business? The top trend continues to be email marketing, with 86.7% of respondents planning on using email campaigns in 2013, up from 80.3% in 2012. Whether it be newsletters, promos or simple correspondences, email marketing continues to dominate the landscape as one of the most effective methods of generating leads.

The use of social networks in marketing has also continued to be a favourite among companies for B2B lead generation. With 67.5% of marketers intending to use social networks in 2013, up 10% from 2012, companies are turning to sites like Facebook, Twitter, LinkedIn and YouTube to increase brand awareness and build new client leads.

The biggest gainer in 2013 was content marketing, with 60.2% of respondents planning on focusing on web copywriting to bring in clients, up 14% from 2012. The importance of strong, search engine friendly content on web pages and blogs is essential in order to get your name out there and generate traffic to your site.

Graph to indicate use of B2B lead generation tactics

However, while each of these marketing tactics can be effective, there is no comparison to when you combine them together into an integrated B2B lead generation marketing strategy, creating a cohesive voice and plan that is sure to attract clients. A business that employs consistency across their email campaigns, social media feeds and website content, using the same style, layout and content voice among all marketing tactics will always be more successful than those that lack cohesion.

Wondering what marketing tactics will make your B2B lead generation more effective? Don’t hesitate to contact us and see how we suggest to address your marketing challenges.


B2B Marketing    B2B Lead Generation