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Garrett Digital
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Garrett Nafzinger is an SEO consultant and founder of Garrett Digital based in Austin, Texas. Garrett helps organizations and businesses grow traffic, leads, and revenue…

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Nifty Marketing

Nifty Marketing
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 4 reviews
by Heidi S. on Nifty Marketing
So pleased with the SEO strategies!
Your Job Title: Office Manager

Nifty Marketing is a talented group of creative professionals. Not only have we received excellent customer service from our account managers they are also extremely helpful and answer our many questions as we continue to grow our business.



We are so pleased with the optimization strategies they have applied to our website. We love seeing our website at the top of the list time and time again.

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Nifty was forged out of a potato field in Idaho. No joke. We got our start selling Idaho Potatoes online in 2009 and now have…

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White Hat Ops
Average rating:  
 1 reviews
by Sherri O on White Hat Ops
Top Rated SEO expertise
Your Job Title: President

Jonti Bolles of White Hat Ops is not only an incredible SEO expert but she brings an understanding of branding, business and how people communicate to each job. She is tireless in her willingness to educate clients in best practices and what all of the analytics mean. She has helped S.O. Creative move the needle on the world of web, digital advertising and measurement. I would definitely recommend White Hat Ops for any of your projects.

We were founded by owner Jonti Bolles to provide sustainable, ethical marketing results to small and medium sized businesses, nonprofits and associations. We have continued…

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Avalaunch Media
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Avalaunch Media headquarters is nestled at the base of Utah’s Wasatch Mountain Range — home to the infamous yeti. Our agency features a wall emblazoned…

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Louder Online – Aaron Agius

Louder Online
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 6 reviews
by Ryan Speak on Louder Online
G-O-L-D
Your Job Title: Director at Speak Realty

Aaron is my go-to-guy for content and digital marketing. He has guided our team to develop and implement smart actionable strategies to boost our online profile, and create a steady stream of leads.



The online marketing game is constantly evolving, so it's imperative as a business owner, that I stay on top, to maintain a competitive edge. Every time I speak with Aaron, I get a nugget of gold to implement.

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Aaron Agius is one of the world’s leading content marketers. Co-Founder of the acclaimed digital agency, Louder Online, the agency is regularly sort out by iconic brands…

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Heroic Search

Heroic Search

Heroic Search
Average rating:  
 9 reviews
by Jerrod Ainsworth on Heroic Search
Great Service!
Your Job Title: Owner

Heroic Search is true to their word and are helping my business rank in the city we are headquartered. They are fast to respond to any questions or concerns.

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Heroic Search is a search marketing agency with locations in Dallas/Fort Worth and Tulsa, OK that primarily handles SEO, content marketing, and link acquisition. Although a…

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Lead Horse Marketing

Lead Horse Marketing
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 8 reviews
by Luke Berry on Lead Horse Marketing
Amazing Team
Your Job Title: Owner

Working with Leadhorse has been an amazing experience. They always put the customer first and deliver results. We think of them as team members and not just another service provider or vendor.

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Founded in 2012, Lead Horse is an Atlanta digital agency seized an opportunity to start a digital marketing agency for growing companies and savvy start-ups….

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Papaya Internet, Inc.
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 1 reviews
by Dan Grossman on Papaya Internet, Inc.
Bobby understand both the web AND business!

Bobby not only has a deep understanding of all aspects of search marketing based on YEARS of experience but has a practical understanding of how to integrate online marketing into a company's overall strategy. He knows the importance of getting to understand a company's business; learning what the firm does, where and how it gets its customers, what kind of customers it wants, what kind of message it should send them, and where it can find opportunities for growth. Bobby knows that a website does not exist in a vacuum and is not just a work of art; he knows it is a tool to help a company achieve its larger goals and bases his approach around that goal. I know this from personal experience: that is how Bobby approached his assignment with my own company (an online retailer) several years ago when we were trying to increase traffic and revenue in preparation for selling the company, and his results were astounding. Bobby understands how the web works, and he understands how business works, and that is a powerful combination.

Since 2002, I’ve helped small businesses grow through search engine optimization, paid search marketing, social media advertising, and email marketing with a focus on ROI….

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OpGen Media
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 5 reviews
by Khaled Naim on OpGen Media
True Experts in Optimizing Marketing/Sales Ops & Demand
Your Job Title: CEO









Working with OpGen Media has been a great experience. They were able to re-organize our marketing ops system and dial in our attribution model, which unlocked a number of insights. In leveraging those insights, OpGen Media executed a revised demand strategy, increasing leads by 242% without additional spend and a 57% increase in won deals. I'd absolutely recommend them to any B2B SaaS team in need of improving their Marketing/Sales operations and demand generation efforts

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OpGen Media is a Marketing Operations & Demand Generation partner for leading B2B companies ranging from SMBs to Enterprise organizations. For our Enterprise clients such…

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Content Harmony

Content Harmony
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 4 reviews
by Content Manager on Content Harmony

I've enjoyed working with Content Harmony. They performed well and were very responsive. They respect that I have other projects and so priorities inevitably get shifted. I've worked with a couple of companies who have relatively big names but it became rapidly apparent to me that the person running my account didn't actually read the content that they had generated for me before they sent it over. At Content Harmony, I worked with very conscientious people. They took the time necessary to edit completely before sending me exactly what I wanted.

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Content Harmony is a content marketing agency based in Seattle, WA. We help our clients increase sales, audience engagement, and customer retention through targeted content…

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32 Points Marketing, LLC

32 Points Marketing, LLC
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 3 reviews
by Vincent Mok on 32 Points Marketing, LLC
32 Points are a pleasure to work with
Your Job Title: Founder & Digital Advisor

I have collaborated with Michael & team over the last few months in supporting a client I have and their efforts with paid Facebook ads.



He is great to have in strategic discussions, easy-going, and maintains a positive attitude even during the occasional tough situation.



I'd recommend him to others

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32 Points Marketing was founded by Michael Abolafia in order to help mid-sized businesses grow their online sales through comprehensive digital marketing strategies. With more…

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ZATO PPC Marketing Paid Search

ZATO PPC Marketing

Kirk Williams
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 4 reviews
by Clayton L on Kirk Williams
It’s hard to find a company that
Your Job Title: Business Development

It’s hard to find a company that you can trust with your business, Zato is one of those companies. They truly want to do what is best for your organization. They are the perfect blend of Professionalism, Experience, and Expertise.

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  Kirk Williams (@PPCKirk on Twitter) is the owner of ZATO, his Paid Search micro-agency of experts, and has been working in Digital Marketing since…

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Inseev Interactive
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SEO & PPC Services from Inseev Interactive Inseev Interactive is a performance digital marketing agency based in San Diego. We specialize in SEO, PPC, and…

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UpBuild

UpBuild

UpBuild
Average rating:  
 2 reviews
by Morganne Hatfield on UpBuild
Knowledgeable, Thorough & Responsive - The Best SEO Team Around!
Your Job Title: Demand Generation Manager

Mike will always be my #1 trusted SEO advisor and I'm very grateful to have had the opportunity to work with him at our prior agency, and now via UpBuild. He's built an incredible team who takes the utmost care to their work. I especially appreciated how easy it was to communicate with them (Slack is the best) on any issues or questions I had, no matter how big or small. They exceeded my expectations with all deliverables and I hope to have the chance to work with them again.

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UpBuild team leads the industry is technical SEO and advanced analytics. Our sweet spot is “technical marketing”, the overlap between the marketing and development skill…

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Semantica

Semantica

Semantica
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Semantica is a team of WordPress Developers and Online Marketers (AdWords & Analytics Qualified) based in Cape Town, South Africa. We specialise in producing WordPress…

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Portent

Portent
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Portent helps you reach business goals through digital marketing. We expand your reach across paid, earned, and owned channels by practicing the entire Marketing Stack,…

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Organic Media Group SEO Agency

Organic Media Group

Organic Media Group
Average rating:  
 2 reviews
by Michael Krikheli on Organic Media Group
Awesome Agency
Your Job Title: Co-founder

Organic Media Group is a pleasure to work with. Miguel and his team have an immense amount of experience and skill when it comes to SEO. Thanks for the awesome work!

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We are a RESULTS DRIVEN, content focused, SEO and Link Building agency based out of San Diego, California. We are driven by our passion for…

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Holly Miller
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Hi! I’m Holly, a digital strategist. As a former in-house and agency marketer and SEO consultant, I have helped enterprise B2B and B2C companies through…

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BLUSH Digital
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At BLUSH Digital our goal is to strengthen your brand, improve conversions, and push the limits of growth through digital marketing.

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Akvile Harlow

Akvile DeFazio

AKvertise, Inc.
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Akvile DeFazio is a social media advertising consultant with 11 years of experience. She resides in Central California and works with U.S. and international based…

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The Skyline Agency
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The Skyline Agency is a leading, full-service digital advertising and branding agency based in Dallas, TX. Through expert strategy and genius thinking, we launch and…

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"Finding a partner that fit our needs and online strategy has never been faster, easier or more painless. Sent one email and got matched the same day with the right guys doing the right thing and for the right price! Highly recommend!"
Julien Berard

If you are in the B2B space, you know the importance of having consistent leads come in.

At the end of the day, leads are the bread and butter of the business. We need customers and we need leads to survive.

Many B2B marketers spend a lot of time testing new channels and hoping things work. The truth is that lead generation requires a lot of testing, and you need to be creative when it comes to testing different campaigns.

Always double down on what works and move onto the next test quickly.

When it comes to lead generation, you want to also ensure that you maximize the cost for the best results.

Let’s say you send 1,000 visits to your landing page at a cost of $5 per visit. If your form converts at 1% you’ll get 10 leads at a cost per lead of $500. If, on the other hand, your form converted at 5%, you’d receive 50 leads for a much lower price point.

That’s one-third of the cost per leads without spending an extra dime.

Now it boils down to: what campaigns to run? In this article, we’ll cover different ideas that you can start testing right away!

What actually works when it comes to B2B lead generation?

There are a lot of options out there for B2B lead generation. Hubspot’s study of the best B2B lead sources, we’d conclude that SEO is the best lead generation channel, however that is just one channel.

Take a look at the graph below provided by Hubspot’s study of the different channels.

Here are some key takeaways from the study:

  • B2B companies are getting 14% of their leads from SEO but only allocating 12% of their budget to that source.
  • B2B companies are allocating 8% of their budget to PPC but only getting 6% of their leads from that source.
  • B2C companies are getting 15% of their leads from SEO but only allocating 13% of their budget to that source.

Another report provided by Chief Marketer’s data on the same question, we’d conclude that email marketing is the most effective channel for B2B lead generation. Regardless of which source you use, we can somewhat conclude that content is king and content is a huge B2B driver for lead generation.

Take a look at their graph below:

Email Marketing

Since email marketing appeared on most studies and reports, we’ll start with going over this one.

One of the biggest trends in email marketing at the moment, that has generated great results for many B2B businesses, is automated drip emails. This includes welcome emails, drip campaigns, free drip courses, weekly newsletter content updates, and personalized follow up emails.

The truth is that email marketing can be very complicated, but at the same time it could be easy to start off with.

You can literally start off with a simple opt-in for a weekly newsletter and welcome email, but it can get as advanced as automating everything with a more complex email marketing software like Autopilot.

To make it easy, marketing automation tools are effectively hybrid email marketing tools that connect with your CRM to enable you to automatically send highly targeted emails to leads that are personalized specifically to them. The goal of this is to eventually nurture the lead well enough that you can convert them into a paying customer of yours.

SEO

Is SEO dead for B2B? Nope, not even close!

It’s a long term strategy where you don’t see results right away, but investing time and effort in it will bring you results in the long run.

SEO goes hand in hand with content marketing which we will go over later in this article, but it’s always one of the first things that I get in place for every business that I start.

We have many guides on how you can maximize the SEO results that you can check out in our resource section.

Whether you’re trying to reach customers, businesses, or just trying to get strangers to read your articles, the same basic principles apply:

  • Discover what people are searching for by doing keyword research in your niche.
  • Write super in-depth content based on your findings.
  • Get shares and rank on Google

However, because of how marketing works in the B2B world, you can expect a few particularities in B2B SEO that you wouldn’t necessarily count on in other spaces.

The biggest difference between B2B SEO and B2C SEO is that with B2B SEO is aimed with a goal to convince companies to buy, whereas B2C is mainly to inform.

That means that a B2B company will need to have pages optimized for:

  • Answering “How To” type of questions.
  • Include topics like “how to scale marketing teams”
  • Answering a wide range of questions for managers (“email marketing best practices,” “best email marketing software,” “HubSpot vs ActiveCampaign,” etc.)

B2B buyers that are looking to buy right now aren’t likely to convert on their first visit, B2B SEO tends to be more about establishing the brand in the searcher’s memory than getting them to make a purchase.

That means B2B SEO isn’t just about making sure your website shows up when people search for your product category. It’s about giving the potential lead a reason to notice your company and either opt-in your email list or come back later for the sale.

Content Marketing

Moving on to the bread and butter of lead generation that goes hand to hand with SEO and Email Marketing.

This is content marketing and it’s super important when it comes to building your brand.

Effective B2B content marketing isn’t a matter of writing a simple 500-word blog post a few times a week or generating simple food guides. If that’s all content marketing is to you, you’re better off investing that time into some other marketing channel.

Unlike most marketing content, building an audience isn’t about selling your product or services. It’s about giving people something that they value.

B2B content marketing goes beyond just a blog post. This includes white papers, case studies, downloadable e-books, and many more.

If you are just starting off with content marketing, you can start with simple blog posts. Blog posts are an essential aspect of any content strategy. They drive awareness of your brand, give search engines more opportunities to display your site and they establish your business as competent and knowledgable. This connects back to SEO that we discussed above.

The key here is to have content upgrades in place such as in-depth white papers, drip courses, testimonials and more. Content upgrades can lead readers to any type of gated or premium content.

Another way to move people down your B2B content marketing funnel is by offering a free tool or widget. Interactive tools allow you to personalize the experience for your audience and differentiate your brand from the competition.

Your goal should be to capture the lead’s contact information and nurture them with endless high-quality content to convert them.

However, it’s important to keep in mind that B2B content marketing only gives a good ROI when your strategy focuses on:

  • Creating and giving away high quality content and not produce junk.
  • Producing content that is highly relevant to the problems your audience is facing and avoiding topics that provide no value.
  • Generating backlinks or having influencers in your industry share your content. You can try running ads on them.

Try to do more than just write guides or inform. If you look around, you’ll find that great content marketing goes beyond the company and the products it sells. It focuses on creating highly engaging that involves a lot of brand building and storytelling. Readers usually relate to stories and experiences, so having a good story strategy is a great approach.

Webinars

This is one of the most underused channels in B2B lead generation. B2B webinars allow companies an opportunity to target and educate a specific audience on the benefits and advantages of their services and offerings.

B2B webinars are effective, multi-purpose marketing tools that can deliver valued thought leadership content, generate quality leads and further engage prospects already in the sales cycle.

It’s a great way to boost more leads for the top of the funnel or use it as a way to nurture them down the funnel.

The goal of a webinar is to show all the benefits of your service, then push for the sale at the end of the webinar.

Webinars are especially appealing to new leads in the top of the funnel. The difficult part is just getting people to opt in for your webinar, but once they’re in, things can be a gold mine.

And even if they don’t ultimately attend your webinar, the information they provide when registering demonstrates the interest that enables you to nurture more relevant content and content in the long run.

With webinars you can expect the audience to ask specific questions about your company and products during the Q&A session, this is also a great time for a short live demo about your capability, which can be so much more powerful than a datasheet or simple ad.

Getting your ideal audience to opt-in could be difficult, but this could be done through paid ads and custom landing pages.

PPC (Paid Ads)

When it comes to B2B lead generation, we cannot miss out on paid ads. Paid acquisition works and it’ll always work in the long run. The only problem with paid ads is that you’re always pouring money into the ads to keep things going.

This is why you need to invest in paid ads while putting an effort in content marketing, SEO, social media, webinars etc.

Paid ads is a system that offers B2B companies the ability to capture leads fast and efficiently.

I mean think about it, people are already searching for your service and it’s appearing on top of Google without having to do SEO.

The beauty of it is, they’re looking for you instead of you standing around a trade-show booth for ten hours at a time asking people what their biggest business challenges are and hoping their needs match up with what you offer.

That’s what makes such a powerful form of inbound marketing. You can use it to convert users, capture leads into your webinar, give them a free ebook, the sky is the limit when it comes to paid ads.

But unlike all the other channels, paid ads can be very dangerous if you step into it without a strategy in place. You can go broke instantly.

I’ll share with you some of the best tips for generating leads using paid ads in B2B.

The first step in building your strategy is to segment your campaigns and understand your buyer persona. Segmenting your campaigns allows you to focus your efforts, resulting in better quality leads and increased conversion rates. This can be as simple as the following:

  • What are they searching for?
  • What features are they looking for?
  • Target Industries
  • Geographical Locations
  • Keywords that they are typing in.
  • What custom landing page would you need?

Keywords are the life blood of every paid search campaign, no matter the nature of the business. Identify the most focused and relevant keywords for your segmented campaigns.

Landing pages are an often-overlooked component of a successful B2B advertising campaign, but they are necessary for campaign conversion optimization.

The copy and offering within the landing page is super important and it must match what the buyer is searching for.

The type of landing page that converts the best for B2B with paid ads are webinars, free demos, free e-book/white papers and a few others.

At this point, your business has already paid for the click, so create your landing page with a specific objective in mind, and make that objective the sole focus of the page.

If this is too much grunt work, consider using an outsourced agency to help with this.

LinkedIn is the top social media platform for B2B marketers, so it’s a viable channel to pursue when it comes to paid ads.

Next up would be Google Adwords. Paid ad lead generation campaigns focus on a wide range of paid advertising platforms the most popular being Google AdWords and Bing. Most B2B marketers see most success on Linkedin ads and Google Adwords.

The general rule of thumb for Adwords conversion rate is 2.70%, and Display conversion is averaged at 0.89%. But the rates vary depending on your industry. It’s important to know your industry benchmarks. A good starting point is to ask the PPC vendor of their average conversion ratio across the board. This lets you evaluate your campaign results better.

Social Media

Ok, you might think that because you’re in the B2B space that you don’t need to be in social media. Social media is more than just Facebook and Twitter. Linkedin is considered social media as well.

Quantity over quality seems to be the trend when it comes to B2B social media lead generation. This makes it an ideal channel for top-of-the-funnel awareness. We’ve been seeing more and more Twitter lead generation ads on Twitter where you can opt-in to download a free e-book or white paper.

Drive more awareness for the top of the funnel through social media to start. More customer data can be gathered later in the campaign as leads are qualified with more product-specific offers. In the beginning, the email address-only approach guarantees a wider initial lead base.

A good example of a social media use case is Digital Marketer. Digital Marketer doesn’t sell on social media directly, however, it gives something valuable away for free.

Instead of selling anything, Digital Marketer simply hooks leads through their free guides and in-depth blog posts, which makes users feel they should return the favor during a later engagement.

Conclusion

These are just some of the channels that you can start using right now to run lead generation campaigns for your B2B business. The most important takeaway is to always know your buyer personas.

In B2B, your audience could be different people in different departments. Often, you don’t have an audience, but micro-audiences with varying interests and pain points. Nurture well and always follow up.

The rule of thumb is to get only the most basic customer data at the initial stage while building brand awareness, as you work the lead down the pipeline, ask for a little more data and start segmenting.

Regularly posting content improves your SEO, authority, brand awareness, industry stickiness, and, generally, your web presence. Don’t forget to add a good paid strategy to drive more leads to the top of the funnel.

Apply these time-tested techniques and share your results with us!

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