However, the problem is that getting new leads is a challenging exercise for B2B companies. In addition to the problem of limited budgets and long sales cycles, the B2B purchasing landscape has changed dramatically over the past three years. Digital is the new trend and many companies feel that they need to be equipped to compete in this landscape.
But the good news is that with the right tactics and strategies, it is possible to effectively generate leads through PPC advertising. B2B PPC lead generation offers an affordable and effective way to gain marketing leads with almost immediate business results.
In this article, we’ll discuss 16 B2B PPC lead generation tactics to help ignite your marketing. From remarketing to ad scheduling to negative keywords, we’ll cover a variety of strategies to help you attract better leads and grow your business.
What Is B2B Lead Generation?
B2B lead generation is how businesses that sell to other businesses get new customers. It includes everything you would do to identify, attract, and nurture potential customers for your business. malta telemarketing The ultimate goal of B2B lead generation is to convert prospects into buyers.
B2B lead generation can take many forms, including online and offline marketing efforts such as pay-per-click (PPC) advertising, email marketing, trade shows, and networking events. Businesses can also generate leads in a variety of ways, including by offering useful content, giveaways, and lead magnets and placing ads on search engines or social media.
B2B companies should prioritize lead generation. Gaining new customers is not just a way to earn more revenue, it is one of the few sustainable ways to grow the business and achieve greater market share.
However, it can be challenging for businesses to do this, partly because lead generation isn't as easy as it seems. Another reason is the changing nature of B2B sales.
The Evolving B2B Sales Landscape
Traditionally, B2B sales have always happened through physical means. Before 2020, there was a clear playbook: hit industry hot spots, demo your product, build a network of potential buyers, and introduce them to your slow-moving sales pipeline. In-person product demos at prospects’ offices and negotiations over lunch were the norm.
But then 2020 came around, and that playbook was (mostly) thrown out the window. Lockdown mandates and an upside-down supply chain meant buyers needed to find new sourcing options quickly. To solve this, most turned to online options for their procurement needs.
Source: McKinsey
With the pandemic (mostly) over, it’s natural to expect things to go back to the way they were, right? Wrong, they didn’t. Today’s B2B buyers are more comfortable online than ever. As McKinsey reports, 70% of B2B decision-makers now prefer to interact with salespeople remotely or through digital self-service.
