B2B Lead Generation Projects

3 Successful B2B Lead Generation Projects

Most B2B marketers know the importance of B2B lead generation projects. The sales team depends on them for leads to close. But not just any kind of leads. They need to be good quality ones.

In this article, we will show 3 successful B2B lead generation projects that you can take inspiration from. These campaigns have successfully increased revenue for the companies.

1. How Buffer Increased Blog Readership – 1.5 Million People Per Month

Buffer is a software company that uses blogs to get sign-ups. Several factors led to the success of its blog.

First, Buffer has a good understanding of its audience. This allows Buffer to come up with blog posts that the target audience would like.

Here’s the formula for coming up with good blog post ideas:

  • Putting yourself in the shoes of their target customer. And find out what keywords they would search for.
  • Listening to the discussions that are happening in the industry. Then join the conversation by writing about that topic and adding your unique spin on it.
  • Keeping their readers up to date by publishing new posts featuring any updates in the industry
  • Share your stories and case studies from past successes

But posting good content consistently is not enough. You must have a content promotion strategy.

Buffer repurposed their blog post for social media. They even customized the post for each social platform for higher engagement.

Don’t overlook the power of a loyal email list. Whenever Buffer publishes a new blog post, they will email their list. Within the first 24 hours after posting, there will already be thousands of people reading the post.

And of course, Buffer also optimized the blog posts for search engines. By ranking high on popular keywords, they’re able to bring in many new visitors every day.

Inbound Leads Using Social Media Ads

2. A Fintech Company That Generated Inbound Leads Using Social Media Ads

When running social media ads, it’s essential to break down the funnel into segments – top of the funnel, middle of the funnel, and bottom of the funnel.

At the top of the funnel, target users who match your buyer persona. You can drive traffic to blog posts on your website. This helps you build brand awareness while establishing yourself as a thought leader.

More importantly, you’ll be able to remarket to prospects who have visited their website. These people have shown interest in the topic. Thus, in the middle of the funnel, your goal is to get their lead information. One way is to have a lead magnet like an eBook to exchange for their name and email.

After submitting their details, the user gets access to their eBook right away. And you can nurture the relationship through email.

Finally, at the bottom of the funnel, you show an ad to visitors who have downloaded the eBook. The number of people at this stage is much smaller. But they have been warmed up and ready to book a demo or sales call with you.

By following this social media ads framework on Google Ads, Facebook, Instagram, and LinkedIn, the fintech company was able to get:

  • 10,000 visits to strategically selected blog posts at $1 cost per click
  • 60 eBook downloads at $50 cost per download
  • And over 100 sales inquiries at a $40 cost per lead

3. How Split Software Increases Leads Using Search Ads

Split Software used Google search ads to drive high-quality sign-ups. They broke down their strategy to the top of the funnel and bottom of the funnel.

At the top, they offered one of its existing marketing assets in exchange for lead information. And at the bottom, they drove people to sign up for its software. Instead of sending visitors to the homepage or a product page, Split Software created a new landing page focusing on conversions.

The beauty of digital marketing is the ability to test and measure results quickly. Not only did Split Software test different ad copy, but they also tested variations of the landing page.

Search ads work well to generate B2B leads because many people start their research process on Google. When users search for a particular keyword, it means they have a specific problem and are actively looking for a solution.

By reviewing the terms prospects used to search, Split Software refined the keywords they were bidding for. It removed low-performing keywords. And they added negative keywords – words and phrases they don’t want to advertise for.

This B2B lead generation project resulted in a 775% increase in leads while reducing advertising spending by 18%.

Planning Your Next B2B Lead Generation Projects For Success

Running a successful B2B lead generation project should not be difficult. If you rely on traditional outbound lead generation methods like cold calling, you may find it increasingly ineffective. However, inbound lead generation with digital marketing has endless room to expand.

Are you ready to start generating high-quality B2B leads for your business?

Asset Digital Communications has helped several B2B businesses generate leads. And we’re happy to help you do the same for your business.