There are many ways to build a successful B2B list and the best companies find new and exciting ways to do just that. If the idea is to attract targeted and qualified leads, what better way than to bring people to your business because you showed them how good you are and what you can do for them?
Deloitte is a great example. Among the so-called 'Big Four' of the accounting industry, they offer countless professional services such as consulting, auditing, and legal assistance, amongst others, to clients worldwide.
Deloitte put together an educational content hub called Deloitte Insights
for each industry and topic they work in. This hub provides videos, in-depth reports, podcasts, articles, and more. The content is researched-based, with insights that can help people and organizations reach their full potential. Deloitte's website now attracts close to ten million monthly visits, with popular business media personalities and companies regularly citing and backlinking their content.
It's easy to see in hindsight that this was a very good idea. You don't need hindsight though in order to start thinking outside the box and allowing yourself to get creative. Not only will your prospects be much more inclined to become customers, but your current customers will also take pride in the fact that they are partnered with such creative business people.
Another example of how to be creative with the development of your B2B list is what Salesforce
did. The popular CRM brand helps businesses form strong connections with their existing and potential customers. And to attract even more people and more leads, they successfully ran a three-month content campaign that used humor, art, and creativity.
The campaign involved the creation of amusing videos on sales and marketing, highlighting customer success stories as animated slides, and other visual marketing techniques. They knew what their prospective customers liked and they gave it to them. This puts Salesforce in a customer-centric light which tells prospective customers that this is a place they need to be.
The innovative content helped generate interest from new audiences and prospects. Due to this sudden spike in interest, Salesforce saw a significant increase in traffic, eBook downloads, and newsletter signups. This is not only an example of great B2B list building, but it's also an example of a good idea with compelling execution to reach a common goal. Unique thinking and focused energy will lead you to places you haven't been before which will likely lead you to success.
Gathering information and contacts shouldn't be a drag. If you view it that way, you've already lost. Instead, approach it with the same creativity and dedication as the examples mentioned previously. There's no reason to believe you won't share in similar success if you get creative and take the time to develop your strategy.