Improving B2B Lead Generation Methods in 2024
Lead generation has always been a challenge in B2B advertising, with long sales cycles and limited data. However, the upcoming disappearance of cookies is set to make it even harder. In this article, we will explore the flaws in current lead generation methods and discuss how to improve them in 2024.
One of the biggest mistakes brands make in lead generation is misjudging the intent of the lead. For example, asking a cold prospect to request a demo is unlikely to yield positive results. Brands also often stop measuring beyond the lead, leading to misallocation of budget and blind spots in performance. It is important to track movement between funnel stages and understand lead quality and progression to make informed decisions.
To align your offer with the user’s funnel stage, it is crucial to understand what they need to learn, what challenges they need to solve, and what they need to know about their problem. At the top of the funnel, focus on relating to their pain points and building trust. In the middle of the funnel, tie solutions to problems and introduce your brand as a viable option. At the bottom of the funnel, leverage emotion and third-party proof to reassure users that your solution is the right choice.
Aligning the channel mix with the funnel stage is also important. For top-of-funnel targeting, LinkedIn is a great platform due to its company-based targeting and cost-effectiveness. Facebook can be worth testing depending on the audience. For middle-of-funnel and retargeting channels, use a combination of LinkedIn sponsored content and conversation ads, along with Facebook and Instagram in-feed ads or video ads. At the bottom of the funnel, focus on users who have engaged with high-intent content through paid search and high-intent SEO queries. Paid social can also be effective for generating intent using social proof and demo offers.
Qualifying users with content is an ongoing process throughout the funnel. Your content should help platforms’ algorithms identify the audience’s pain points and solutions. Tailor your messaging to speak directly to your ideal customer profile (ICP) and use copy that calls out your audience. This will help increase engagement within your target audience and filter out those who are not a good fit.
When developing lead generation campaigns, it is important to consider the user’s mentality. Avoid asking for too much too early, being excessive with retargeting frequency, and spending on bottom-funnel engagement without building a relationship first. By adhering to these principles, you can eliminate waste from your campaigns and maintain a positive brand reputation.
In conclusion, lead generation in B2B advertising is becoming more challenging with the disappearance of cookies. However, by understanding the flaws in current methods and making improvements in aligning offer and funnel stage, channel mix and funnel stage, and qualifying users with content, brands can improve their lead generation efforts in 2024. Thoughtful nurturing and considering the user’s mentality are key to successful lead generation campaigns.
