Are you struggling to generate leads, but all you seem to come across is generic advice that is not actionable at all?
This seems to be a common issue for B2B companies that have predictable and stable growth on their agendas.
Because everything is so prone to change, hands-on CEOs and marketing managers want to stay light on their feet and so they continuously explore new tactics and approaches.
Alas, online resources tend to disappoint since they beat around the bush. They don’t really live up to the promise served in bombastic headlines.
Well, we believe in knowledge sharing and think that learning is a two-way street.
There is no magic formula for success. However, there are proven ways that can help you scale your business and reach the people who have a genuine interest in your service or product.
At Zengrowth, we’ve done it dozens of times for our clients and now we’re sharing these insights with you in an ebook.
Start generating leads today by downloading the ebook 🚀GET YOUR EBOOK
What’s Included in the Ebook
Our team has driven growth for the world’s top companies such as Pipedrive, Wise, Piktochart, Typeform, TravelPerk, Philips, and more. Thanks to the lean approach to growth, we’ve tested many hypotheses to drive conclusions about what tends to work and what doesn’t.
Then we collectively organized this knowledge into a single resource.
Wondering what to expect? Here’s what’s included:
- Advice on how to set the foundation for success
- Two different frameworks you can immediately use (ICP development + Awareness Mapping Matrix); both include examples so that you can easily understand what information you should aim to gather
- Tips on how to evaluate your existing buyer’s journey and map friction points
- Case studies that contain real-life examples and achieved results
- Visual summaries of learnings from growth experiments
- Examples of multilingual marketing
- Explained differences and similarities between B2B and B2C growth marketing tactics
Continue reading for a sneak peek of the content, plus three key takeaways.
#1 The Prep Work is More Important Than You Think
We can assume you’re impatient to jump straight into setting lead generation campaigns and getting the ball rolling. However, the prep work is what will ensure that the ball is at the right starting point and ends up rolling in the right direction.
What do we mean by “prep work”?
Well, it’s about knowing exactly who you want to reach, what channels hide the most potential for your business, what are the most common areas of friction, whether or not there is a misalignment between what you feel your brand stands for and how you communicate it to the world, and more.
It’s about investing the time in revising the information you have gathered so far and identifying the gaps you need to fill. You have to estimate how much of the fundamentals is based on your assumptions in contrast to the actual data. From our experience, it is surprisingly easy to slip into bias or mix your opinion with objective facts in marketing, especially when it comes to persona development.
There are two useful frameworks that should help you ask the right questions and therefore – gather the right information.
One is related to your ideal customers’ pain points and will help your organization with defining and understanding different profiles.
The other relates to their behavior in different phases of the sales funnel and can help you a lot when it comes to content development.
#2 Using the Data-Driven Approach is the Key
You’ve certainly heard it a million times: rely on data to fine-tune your strategy. However, we’re not going to repeat what’s already been said.
Instead, in the ebook – we give you plenty of examples on how to understand the data and use it to make better decisions.
It all starts with gathering the right type of data. For instance, let’s say you want to get a better understanding of how people interact with your brand. You would need to categorize your existing channels and identify the points where they drop off, and then analyze why this is so.
Sometimes, it’s an easy fix like changing the color of the CTA button, simplifying the form they need to fill in to get in touch, or reducing the number of steps they need to take to achieve a certain action.
Here’s an example that’s often a matter of debate: should you or should you not ask for a phone number within the form and make it a mandatory field?
On one hand, people are very reluctant to leave their phone numbers. This may seem too intrusive and they might just bounce off or provide false data. On the other hand, it’s a good way to identify hot leads and separate wheat from chaff. If they are truly interested in what you have to offer, leaving a phone number is a good sign. A smaller number of leads is not necessarily a bad thing if you get to close more deals.
Understanding the full picture, improving lead scoring, and looking at low-hanging fruits at your existing phase is all part of the analysis. You also need to ensure that you’re:
- Using proper KPIs
- Relying on accurate attribution models
- Interpreting data to draw conclusions
- Documenting findings
- Testing new approaches
Learn how you can apply the data-driven approach through examples 👇DOWNLOAD EBOOK
#3 Stay Laser Focused and Conquer Channels One at the Time
It’s tempting to want to go “all in” when it comes to different lead generation channels, especially if you have the budget for it. However, we advise you to stay agile and see which channels are the most valuable, and then conquer them one by one.
This way you can ensure you’re not wasting your money but instead focusing on increasing your ROI. This is exactly what we did for Aurum Solutions.
We first tested Linkedin and Google Ads. Then, we focused on increasing the quality of leads and optimizing resource allocation, as well as nurturing existing leads and scoring them properly. Here’s how we did it:
- We tested more audiences Lookalike and retargeted on Linkedin
- We created new copy and visuals, and tested different versions
- We identified the best topics for BOFU content
- We scaled the main Google Ads campaigns
- We bid at higher CPC auctions to beat competition
Only after we managed to increase the number of leads did we create a prioritized list of future channels. We explored different content syndication campaigns, mutually beneficial partnerships and content collaborations, virtual events, etc.
The Next Step
With so many content formats and outlets, and various types of engagement you can create for your audience, growth marketing can be your playground. Each experiment is a unique chance to connect with your audience and strengthen your position on the market.
So, here’s what we suggest you should do next:
- Download the ebook to discover how to significantly increase the number of your leads and grow without jeopardizing stability
- If you’re ready to get started and know what you want to achieve, but you lack in-house resources, get in touch with Zengrowth today and see why top B2B companies trust us as the extension of their team