Looking to boost your B2B leads? This post breaks down 22 online strategies, from attracting initial interest to re-engaging past prospects. We cover top-of-funnel tactics for researchers, middle-funnel approaches for comparison shoppers, bottom-of-funnel methods for ready buyers, and re-engagement tactics to bring back lost leads. Real-world examples from companies like Deel, Darktrace, and Vanta show these methods in action.
Top-Of-Funnel Lead Generation Strategies
These strategies are designed to catch the attention of potential customers in the early research phase.
Key Takeaways
- Interactive tools can help prospects solve a small part of their job, generating leads through gated content or retargeting.
- Original research and white papers position your brand as a thought leader and capture interested prospects.
- Leveraging AI tools like ChatGPT can drive traffic to your content, which can then be converted with clear calls to action.
- Engaging in relevant online communities allows you to connect directly with your target audience.
- A value-first newsletter can attract and nurture leads by providing consistent, useful industry information.
- Thought leadership content, such as videos and podcasts, builds relationships and establishes credibility.
1. Build Interactive Tools
Create tools that help your target audience accomplish a specific task. For example, Deel offers an employee cost calculator, and Profound has an AI search visibility index. These tools can either gate the results, requiring contact information, or serve as a basis for retargeting visitors with ads. Even simple tools, like Fleetio’s compliance ROI calculator (a Google Sheet), can be effective lead magnets when gated.
2. Publish Original Research and White Papers
Develop in-depth guides or reports that address your audience’s pain points. Darktrace’s CISO guide to cyber AI and Exposure Ninja’s State of AI Search report are good examples. These resources capture leads by requiring a download, and the content can be tailored to include company use cases.
3. Use AI Tools for Content Distribution
Structure your website content to be referenced by AI tools like ChatGPT. When AI cites your content, it drives traffic to your site. Vanta’s SOC 2 guide and Owner.com’s restaurant SEO content are examples of how to embed calls to action (CTAs) within AI-driven traffic.
4. Engage in Online Communities
Participate in forums and groups where your target audience spends time. Vanta actively maintains a community for its customers, encouraging advocacy. Traffic Think Tank focuses on the SEO community. Even free communities like CMO Coffee Talk can be valuable for connecting with potential clients.
5. Start a Value-First Newsletter
Create a newsletter that offers genuine value, not just product updates. Move the Needle from DataBox provides curated industry news, making it a go-to resource for marketers. The AHF’s Digest is another example of a successful, high-subscriber newsletter.
6. Create Thought Leadership Content
Produce videos and podcasts that educate and engage your audience. Remo first’s Freedom of Work podcast and Fleetio’s Fleet Code podcast target specific industry professionals. Interviewing external experts, like Nor Bank does, can also boost credibility.
Middle-Of-Funnel Lead Generation Strategies
These tactics are for prospects who are further down the buying journey and may be comparing vendors.
Key Takeaways
- Interactive demos offer a lower-commitment way for prospects to experience your product.
- "Versus" content directly compares your offering to competitors, helping prospects make decisions.
- High-commitment content, like courses, can attract serious prospects willing to invest time.
- Virtual events and webinars provide opportunities for engagement and lead capture.
- Hosting live, in-person events can build strong relationships but requires significant investment.
- Comprehensive case study libraries help prospects find relevant success stories.
- Problem-specific landing pages target prospects who know they have an issue but not necessarily the solution.
7. Offer Interactive Demos
Allow prospects to explore your product without direct sales interaction. Navatic offers both bookable demos and self-guided trials. Pendo’s interactive demo uses tooltips to guide users through the experience.
8. Create "Versus" Content
Develop content that directly compares your product or service against competitors. FreshBooks’ "UK small business owners prefer FreshBooks. Sorry, QuickBooks" page is a prime example. These pages should be easily discoverable and include clear CTAs.
9. Provide High-Commitment Content
Offer in-depth resources like courses or certifications. Deel’s free international payroll course and Pendo’s product-led certification course attract prospects serious about learning and advancing their careers.
10. Host Virtual Events
Webinars and online summits can attract a large audience interested in specific topics. Sprout Social’s webinar with a Duolingo expert and Gong’s event with an Anthropic speaker are examples. Even informal "fireside chats" can be effective.
11. Host Live Events
In-person conferences and smaller VIP dinners can foster strong relationships. Crowdstrike’s Falcon conference and Capsule’s dinners are examples. These events require significant planning and value proposition to draw attendees.
12. Build Case Study Libraries
Showcase customer success stories in an organized and filterable way. Octopus’s library allows users to filter by industry. Story Lane offers a vast volume of case studies to demonstrate broad applicability.
13. Create Problem-Specific Landing Pages
Target prospects who are aware of a problem but may not know the solution. Hibob’s landing pages for incident reports and professional development plans offer valuable templates, positioning them as a solution provider.
14. Utilize Third-Party Review Sites
Leverage platforms like Capterra and G2 to offer free trials or gated content. This allows prospects to discover and engage with your offering through trusted review sites.
Bottom-Of-Funnel Lead Generation Strategies
These strategies are designed to convert prospects who are ready to make a purchase.
Key Takeaways
- Hyper-targeted landing pages speak directly to specific roles or needs.
- Segment-specific landing pages tailor messaging to different customer groups.
- Optimizing for bottom-of-funnel SEO terms captures high-intent searchers.
- AI search optimization targets users seeking answers directly within AI interfaces.
15. Create Hyper-Focused Landing Pages
Develop landing pages tailored to specific roles or industries. Scattered offers pages for facilities teams, and legal firms create pages for specific accusations like healthcare fraud. Offering multiple CTA levels (e.g., demo vs. brochure) can capture different levels of commitment.
16. Develop Segment-Specific Landing Pages
Create dedicated sections or pages on your website for different customer segments. Monday.com has separate sections for developers, project managers, and customer service teams. Apollo.io tailors its messaging for personas like RevOps, account executives, and founders.
17. Optimize for Bottom-of-Funnel SEO
Target keywords like "buy
software" or "best software." Many businesses neglect these high-intent terms due to perceived competition, but a strategy here can yield quick results.
18. AI Search Optimization for Bottom-of-Funnel Terms
Focus on ranking for bottom-of-funnel queries within AI search interfaces. Companies that excel in traditional SEO may not yet have a strong presence in AI search, creating an opportunity for challenger brands.
Re-Engagement Lead Generation Strategies
These tactics aim to bring back prospects who have shown interest but haven’t converted.
Key Takeaways
- Paid social retargeting keeps your brand in front of past website visitors.
- Remarketing lists for search ads (RLSA) target previous visitors when they search on Google.
- High-intent pop-ups, including exit-intent pop-ups, can capture attention at critical moments.
- Email automation sequences can nurture leads based on their website activity.
19. Use Paid Social Retargeting
Run ads on social media platforms targeting users who have visited your website but not converted. If initial offers don’t work, test secondary CTAs or different lead magnets.
20. Implement Remarketing Lists for Search Ads (RLSA)
Target previous website visitors with ads on Google when they search for relevant terms. Display and video ads on YouTube can also be used to re-engage this audience.
21. Deploy High-Intent Pop-ups
Utilize pop-ups, including exit-intent pop-ups, to re-engage visitors. These can offer demos, downloads, or special promotions as users attempt to leave a page.
22. Leverage Email Automation
Set up automated email sequences triggered by specific website actions. Similar to e-commerce cart abandonment emails, these can remind prospects of their interests and offer relevant content or next steps.
Questions Before You Start
Before implementing any of these strategies, consider these critical questions:
- Who is your Ideal Customer Profile (ICP)? Clearly define your target audience to tailor your messaging effectively.
- Where does your audience spend their time? Understand their preferred platforms and channels to reach them where they are most active.
- How do people buy your product/service? Determine if decisions are made individually or by a group, and whether the process is quick or research-intensive. This will shape your lead generation bait and content.
Answering these questions will significantly impact the success of your lead generation efforts.
Rodney Laws is an ecommerce expert with over a decade of experience helping entrepreneurs build and grow online businesses. He specializes in reviewing ecommerce platforms, optimizing user experience, and guiding brands toward higher conversions. His insights have been published on leading industry sites including UsabilityGeek, G2, Spendesk, and PPC Hero.
As the editor at EcommercePlatforms.io, Rodney combines hands-on knowledge with clear, actionable advice to help business owners choose the right tools and strategies. When he’s not testing the latest software or analyzing trends, he’s sharing practical tips that make complex ecommerce decisions simple.
