The Top 5 B2B Lead Generation Best Practices You Need to Know

Posted by Wendy Marx

5 B2B Lead Generation Best Practices
Would you like to know how to get more B2B leads? B2B lead generation can get complicated -- you need just the right combination of an offer, CTAs, and landing pages to access and nurture your audience. 

In the end, lead generation requires a certain amount of time, effort, and money. But with the proper tools and knowledge, you can speed up the process and make life a lot easier for yourself.

A key part of this process is having the right call to action, or CTA, that draws your audience to your offer. 

According to MarketingSherpa’s research, 68% of B2B businesses use landing pages to garner a new sales lead for future conversion.

Quick question: How do you get to a landing page? Answer: An effective CTA. CTAs are the secret sauce that drives people to your offers, so it’s critical to know how to best design and implement them.


 Lead generation requires a certain amount of time, effort, and money Tweet: Lead generation requires a certain amount of time, effort, and money @wendymarx TO TWEET


First, a little background information...

  • What does a CTA actually do? Among B2B lead generation best practices, a call to action plays the role of engaging someone to take the next step by clicking on a button or link that wisps a prospect to a landing page. On that page, the visitor is prompted to complete a form in exchange for an offer. By submitting contact information, the visitor is then converted into a new lead.
  • What do CTAs look like? While CTAs are effective when they look like buttons, they can take various forms and shapes, including text, image, or a combination of both. But they should always include a hyperlink to a corresponding landing page. 

  • Where do you include CTAs? The great news is that you can pretty much put CTAs anywhere. CTAs can be used on product pages, press releases, blog posts, emails, social media – you name it – they only requires a space where you can market your offer. But this too should be approached strategically. Choose places that are related to your offer. For example, if your offer is a how-to ebook on the ins and outs of internet security, then choose blog posts that attract that kind of audience.

Now, ready to check out our top 5 CTA best practices to help you optimize your lead generation? Let’s get started.

Our Top 5 B2B Lead Generation Best Practices to Capture More Viable Leads

1. Be clear and to the point

One of the most common mistakes I've noticed is that marketers tend to focus too much on being witty or gimmicky, instead of the actual message in their offer. When you promote your offer, avoid the tricks and be crystal clear and specific about what you are offering. Additionally, your CTA should convey a compelling benefit of receiving your offer. The ambiguous “Download Now” or “Get a Free Trial” doesn’t cut it.


Your CTA should always convey a compelling benefit of receiving your offer Tweet: Your CTA should always convey a compelling benefit of receiving your offer @wendymarx TO TWEET


2. Design your CTA to stand out

Think of your call to action as a peacock. A CTA is meant to stand out and attract attention. If your CTA blends in too much with your site design or background, nobody is going to see it, which defeats the purpose. Your goal should be to have as many sets of eyes on that CTA as possible. To that end, use contrasting colors and images that make the CTA light up. Avoid positioning your CTA directly next to other images or among navigation links that can distract your audience from your goal. 

An integral part of CTA design is color choice. In addition to contrast, consider the psychology behind colors. The human brain reacts to each color differently -- and you can use that knowledge to create the feelings and emotions you want in your audience. For instance, blue creates a feeling of trust and security, while red creates a sense of urgency. Choose your CTA colors wisely.


Click here to get the free ebook: 30 Proven Tips and Tactics to Get New Leads.


Handpicked Related Content

Calls to Action - How to Harness the Power of the Click for B2B Lead Generation 

3. Make your CTA appear “clickable”

Along the same lines as #2, calls to action should look clickable -- this way your audience knows what to do with them. Design and style an icon to entice someone to click. After all, that is your goal.

Discover how to jazz up your CTAs. Consider a 3-D appearance, motion graphic or color change when a visitor scrolls over them, or simply shape your CTAs to distinguish them from your other content. All his makes it more likely your audience will click.

Handpicked Related Content

How to Create Calls to Action That Convert

4. Link your CTA to a specific landing page 

Calls to action are meant to connect visitors to a landing page where they receive a specific offer -- they are not meant to drive traffic to your homepage. Even if your CTA directly pertains to your brand or product (and not an offer like an eBook or checklist), spur a visitor to a landing page with engaging content. A call to action creates the opportunity to send an interested audience member to a page that will convert them into a lead.

Another benefit to creating a landing page is that it's measurable. You can instantly see how well your offer is doing. For example, if you get a lot of visitors to your landing page, but few convert by coompleting your form or downloading your offer, then you may want to reconsider the layout of your landing page. 

Because your landing page has one main focus -- to capture leads -- you don't want your audience to become side-tracked. Remove all links and information that could distract people from your offer. That means eliminating navigational menus, other CTAs, and company information. In the end you'll have a clean-cut page with one purpose: your offer.

Extra Tip: Every time you insert a CTA into your various marketing material, clone it and create a separate landing page with a different URL so that you can track which media are working best for you!

Handpicked Related Content

How to Generate More B2B Leads with Killer Landing Pages

5. Take advantage of Thank You Pages and Emails

Once a person completes a form on your website (giving them new lead status), they are typically redirected to a Thank You Page or sent an automated Thank You message via email.This should hardly be the end of the road.

Your B2B customers just gave you their contact information, indicating they are truly interested in your offer. Use your Thank You channels to promote related content and offers

Why take this extra step? It helps you to cultivate interest and potentially transform that lead into a customer. Not only that, but it enhances your personal brand, allowing you to demonstrate thought leadership and earn trust. So the extra time it might take you to create these pages and emails is definitely worth it!

Handpicked Related Content

How to Nurture B2B Leads with Low-Pressure Emails

Key Points to Remember

  • Make sure the messaging on your CTA is clear and specific, with no gimmicks.
  • Design your CTA to stand out from your other content and appeal to your audience.
  • Limit distractions on your landing page so that your audience stays focused on your offer.
  • Take the time to create thank you pages or emails that nurture the interest your audience has shown.

So the next time you think about getting B2B leads, remember these B2B demand generation best practices. By implementing these effective CTA tips into your strategy, you’ll see your click rate rapidly improve. Partner up your Calls-to-Action with an optimized landing page and you’ll be converting a much higher percentage of those leads into customers.

Want a more thorough explanation of lead generation campaign best practices? Check out our ebook, 30 Proven Tips & Tactics to Get More Leads.

Click here to get the free ebook: 30 Proven Tips and Tactics to Get New Leads. You May Also Enjoy Reading...

Jan 20, 2016

Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx