The Definitive Guide to B2B Lead Generation Across Channels (Part 2)

In Part 1, we discuss lead generation strategies and tactics in social media, phone and email marketing.

Again, we will address the challenge of how to generate more leads for your business. In this article, we will focus on lead generation using webinars and events as well as websites and chats.

Why You Should Bet (And Win) In Digital Marketing

Website and chat

Your website is a powerful lead generation machine. But if you combine it with chat, it becomes 2X more effective. According to a Forbes report, setting up a chat feature on your website increases your customer satisfaction rate by 90 percent. More than that, a website chat is 50 percent cheaper than a phone call.

But before you can use this deadly combination, you need to drive more traffic to your website. So let’s see how you can attract more visitors to your website. Then, we’ll talk about how you can nurture your potential and transform them.

How to drive more traffic to your website

Social media and email marketing play an important role in attracting visitors to your website.

Everything starts with an invitation. And you can do this by sending a compelling email marketing newsletter and building your brand on social media. You will find some helpful tips on using these channels in Part 1 of this article.

Once they accept your invitation, you need to keep them interested and ask for more. Here’s how your website can help you:

Develop an overall content strategy

An overall content strategy will be able to guide your leads through the buyer’s journey. Clearly define the role of your website in attracting and converting your leads

Consider the following questions when creating a content strategy:

  • Do the different pages of the website support the prospect at every stage of their buyer’s journey?
  • How do I direct traffic to take the potential down the funnel?
  • Is there a call-to-action on each page to help them move forward?
  • Which pages provide better information?
  • Which pages are ready for lead conversion?
  • Where are your column pages and subject cluster pages?

Be consistent with your message on every page of your website.

Always start with the user in mind

Every time you create a content strategy, always remember your audience. They will interact with your website, not with you. That way, your pages should be organized to guide your prospects.

It also includes the language that your prospects are using If you communicate with young professionals, the language and tone you use will be different from the language you use when talking to doctors.

Use appropriate language that your target audience will feel comfortable using. Also, don’t sell hard. Instead, provide relevant and valuable information that will help them solve their challenges.

Make your call-to-action visible

Your website should be full of forms, links and call-to-action that will force your visitors to do something. You can’t expect them to work if you don’t ask them first.

This call-to-action will surely draw attention to your potential. You also need to be clear about what you want them to do. But you need to make sure that your call-to-action must be relevant to the content of that page.

Offer value

If your audience responds to your call, what can you give them in return? In return for their efforts you will have to provide something valuable. It could be:

  • Case studies
  • Ebook
  • How-tos / Tutorials
  • White paper
  • Webinar

Optimize chat power

Providing a hybrid solution to chatbots and live chat is the way to go. Chatbots can provide round-the-clock response time. This reduces the pressure on your live chat support because chatbots have already filtered out what visitors want.

Chatbots can provide basic information. Live agents can provide emotional support and deep guidance for complex issues. By using this hybrid solution, you maintain the continuity of the conversation.

Here are more ways to improve your chat service to generate more leads:

Use the registration form

The registration form allows you to get your visitor’s name and email address before the conversation starts. This allows you to follow these leads when you are disconnected during a conversation. You can also forward them to your sales team so that they can nurture them until they are ready to convert. Here is an example of a chatbot with registration form from

It only takes a few seconds to complete an active registration form. And the conversation flows normal, so it doesn’t pose a threat to your audience.

Drive leads with chatbot funnels

This chat feature is a predefined conversation that flows based on the viewer’s preferences and the answers they give. Before your prospect speaks to a real sales representative, the chatbot already sifts the prospects according to their needs and intentions. Here is an example from Callbox:

Set up an informative lead profile

Lead profile lets you better understand your leads. It carries the basic information of your lead. It also helps you keep track of your conversations with them Your sales rep can review the conversation later and gain insights that will help nurture their lead.

Related: B2B Chatbot and how this technology can improve your conversions

Webinars and events

According to BrightTalk, 79 percent of B2B subscribers view webinars or video content one or more times a week. So if you invest your time, effort and resources in creating web-based content to target webinars and their potential, you should probably get a great ROI.

If you want to start using this channel or improve it for lead generation, here are some statistics and strategies for you.

Game-changing webinar statistics

  • 23 percent brings high-quality lead
  • There is a 16 percent lead conversion rate
  • Webinar participants requested a demo from 62 percent of sales
  • The highest conversion rate for communication webinars is 67.05 percent. This is followed by training and marketing webinars at 44.79 per cent and 39.10 per cent respectively.
  • 78 percent of B2B buyers do not register if the content is marketing or product-centric and provides a weak platform experience.
  • 56 percent of buyers complain about webinars being too long
  • With the on-demand view, the conversion rate among webinar’s C-Suite executives is over 53 percent.

Capturing high-quality leads via webinars

One hour is enough

According to the workcast, 60 minutes is the standard webinar length. This is enough to present the content you need for display. However, the data showed that the length can vary depending on what you want to achieve.

If you want to engage your audience more often, a 15-minute webinar is enough to do 2-3 times a week. A 20-minute webinar is also suitable for start-ups where 90 minutes is recommended for training and presentation.

Arrange to see according to demand

B2B buyers appreciate seeing according to demand. As mentioned in the statistics above, this increases the conversion rate among C-Suite executives. Because it is so convenient, visitors can see it at their most comfortable time

Provide value to your target audience

While your main goal is to conquer the possibilities, Webinar is a way to establish yourself as a thought leader. This is not the time to sell. Instead, understand their needs and provide solutions. Once you gain their trust, everything follows.

Use videos and slides

Educated and impressed! This is made easy with dazzling visual aids. Use visually appealing slides, videos, and animations to capture the attention of your audience.

Adding fun activities like quizzes and mini-games in the middle is much better than talking across. Encourage interaction so that it does not end like a one-way conversation.

Invite a thoughtful leader or expert

Inviting an expert or thoughtful leader can make your event even more interesting. This makes the webinar valid. In addition, naming an expert at your invitation – especially if he / she is well-known – becomes a powerful marketing tool.

Related: 5 Ways to Drive More Webinar Participants to Your Virtual Event


These channels have more strategies and techniques to improve your main generation Be aware of marketing trends and understand your target market so you can create more effective campaigns.

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