In B2B marketing, it’s not about getting thousands of leads; it’s about getting the right leads. If your sales team is spending more time sifting through unqualified leads than closing deals, it’s time to evolve. Smart marketing starts with being smart about your marketing. That’s why we’ve put together this list of proven B2B marketing tactics all focused on targeting high-quality leads that convert.
1. Know Your Ideal Customer Profile (ICP) Like The Back Of Your Hand
First and foremost, you must understand who you want to target—we’re talking about laser focus. An Ideal Customer Profile is not just industry and company size; you should also look at:
- Business challenges they face
- Buying power and decision-making cycle
- Job roles of your ideal contacts (CMO, Head of Operations, etc.)
- Behavioral aspects such as technology biases or buying triggers
Once you have your Ideal Customer Profile defined, it will not feel like random acts of marketing. Your content, targeting, and outreach will be more strategically aligned.
2. Use Account-Based Marketing (ABM) To Improve Personalisation
ABM is the opposite of the funnel—start with specific accounts and build out from there. ABM is one of the most efficient B2B approaches to engaging high-value clients. Here’s how you do ABM:
- Identify strategic accounts based on your ICP
- Develop tailored content for each stage of their buying journey
- Engage key contacts through email, LinkedIn, and custom landing pages
At Acuity, we use LinkedIn Matched Audiences and advanced CRM segmentation to keep ABM hyper-focused and results-oriented.
3. Optimize Your Site for B2B Conversions
Your website is your first impression and as the earlier research indicated a silent sales rep. Most B2B websites fail to galvanize their visitors into helpful actions. Here’s what we might do:
- Leverage clear CTAs: They should be highly visible, and use action-oriented terms (i.e., “Book a Free Strategy Call”)
- Create industry-specific landing pages: Speak directly to each industry’s pain point
- Use lead magnets: Provide free value (i.e. eBook, case study, ROI calculator) in exchange for an email sign up
Even your SEO should be focused on long-tailed, high-intent keywords. Use “best CRM for a real estate agency” over just “CRM software.”
4. Content Marketing to Solve, not Sell
Just as problematic leads don’t arise from leads for the hard-sell, high quality leads will also not come from hard-sells. High quality leads arise from helpful and informative content that speaks to a real challenge. Here’s what works:
- White papers and Industry Reports that highlight rigorous research if used
- Case studies that demonstrate the ROI (i.e. the outcomes of using the customer’s product)
- How To Guides and Webinars, which simulate the original “how to guides” that were born from value
At Acuity we help our clients build topic clusters that not only improve organic visibility, but enable us to nurture those leads over time through email and retargeting.
5. Utilizing LinkedIn for Lead Generation Correctly
LinkedIn is the go-to platform for B2B lead generation—if you use it correctly. What not to do: Spam cold DM’s to people. What does work:
- Optimise your company page with keywords and CTA
- Post often with industry-specific dwell-to-insight.
- Run Sponsored InMail and Lead Gen Form ads targeting job titles as per your ICP.
We recommend also engaging in niche groups and leveraging LinkedIn Sales Navigator to augment your outreach list.
6. Automate the lead nurturing journey
Just because someone isn’t ready to purchase today, doesn’t mean they won’t become a client in three months. That’s why we have lead nurturing. Create email workflows and retargeting ads that:
- Share insightful content periodically
- Promote time-sensitive offers or invitations to webinars
- Keep your brand top of mind until they are ready to convert.
We set up automated funnels at Acuity that articulate the unique buying journey of each lead with minimal manual effort required.
7. Don’t forget the power of data and analytics
You can never attract high-quality leads if you don’t know what works. You have to track more than just clicks and impressions. Focus on:
- The quality of your lead source (which platform is sending you leads that convert)
- The quality of your marketing funnel (are leads converting in a timely manner; are they occasionally opening your emails; etc.)
How you can improve your overall marketing strategies ( through lead source and marketing funnel analysis you can continuously improve your marketing activities.
Conclusion
B2B marketing is not simply about getting noticed; it’s about getting noticed in a timely manner, in a relevant manner, and in a targeted manner. When you focus your actions on what your ideal clients truly need, you won’t just be getting more leads, you’ll be getting better leads.
We help B2B brands build smart, targeted, conversion-oriented strategies that generate leads worth pursuing at Acuity Digital Services. We can help with SEO, PPC advertising, LinkedIn prospecting campaigns or even a complete funnel design; whichever tools you need to step up your results.
Are you ready to attract high-quality B2B leads that you can actually convert? Contact Acuity today, and let’s create something amazing together.
