The rise of Web3 has influenced many sectors in the business operations. Traditional companies, or what we can call Web2 companies, are slowly starting to enter the Web3 space. This shift is happening because Web3 offers many opportunities and potential for businesses, especially B2B companies. With a decentralized internet, companies can benefit from advantages such as transparency, higher levels of security, and of course, more decentralized data control. Many benefits provided by Web3 technology can help improve relationships and trust with the company's clients.
However, besides the extraordinary benefits and potential, businesses may need to learn more about how to navigate their marketing strategies in the Web3 space. Because it is something new for traditional companies, they need to think of a special marketing strategy that has a greater impact on their Web3 implementation. Traditional companies, especially B2B companies, usually only focus on SEO and email campaigns to generate leads. To be able to generate leads, Web3 B2B companies may need to make some modifications and additional web3 marketing strategies. This article will discuss in detail the marketing strategies for B2B lead generation especially for Web3 companies.
There are four best channels that a web3 B2B company can use to support their marketing efforts in terms of generating leads. These four channels are:
On-site Content Marketing
Off-site Content Marketing
Events
Cold Outreach
Chapter 1: Onsite Content for Building Expertise and Trust
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Web3 may be considered a relatively new technology for most businesses. This makes trust the very important factor in building a Web3 business. The content on the company's website plays a significant role in building a Web3 business that is trusted by the audience. Content that can provide quality information reflects the depth of knowledge and expertise of the company. Such content will not only provide general information to the audience but also solutions that can solve their problems. Thus, the company can gain the audience's trust before they eventually convert into potential leads.
Below, we discuss the content types that companies can publish on their main site. These on-site contents will help Web3 B2B companies generate leads.
Expert Tutorials: Showcasing Deep Knowledge
The first type of content that is powerful for showing expertise and knowledge from a B2B company is the Expert Tutorial. This Expert Tutorial is not a tutorial or guidelines that can be easily found on search engines like Google, Bing, or through AI chatbots like ChatGPT, Gemini, etc. This Expert Tutorial must provide real value that is difficult to process and find just by browsing. In that way, the audience will truly receive valuable information so they can assess for themselves how expert the company is. In order to achieve that, Web3 B2B companies need to focus on topics that are indeed their focus and expertise. Companies are not advised to publish content that is less relevant and not their expertise just for the sake of SEO or awareness.
Expert Tutorial: Video format
Expert tutorials in video format are a good way to convey information. Video format allows the audience to digest information more easily. Why is that? With video, companies can convey complex information with better presentation and delivery techniques. Intonation, speaking style, and the presenter’s gestures will help the audience understand the information contained in the tutorial video. In addition, the video format also allows companies to provide visual demonstrations such as video screen sharing or other visual content.
How to Optimize for B2B Lead Generation Strategy: The Use of Lead Form
Make sure to always embed the form with every tutorial video content. Forms can be used as a requirement to access videos, or just set on the video page. However, it is important to pay attention to the writing or CTA used for the lead form. A good CTA is one that can encourage the audience to fill out the form without any coercion.
Expert Tutorial: Article format
For companies that prefer to provide their audience with detailed information, articles are the solution. Expert tutorials in article format allow for more comprehensive explanations. The article format is very suitable for technical topics that require in-depth written explanations. In addition, the article can also provide references and include additional sources to enhance the information contained in the article. This aims to avoid plagiarism so that the company's credibility is maintained.
Why Articles Are Effective:
Comprehensive Detail
Searchable and Accessible
Easy to Reference
Supports Technical Content (Code Snippets)
Help SEO performance
Podcasts & Webinar: Sharing Knowledge in an Easy-to-Consume Format
In addition to formal content, businesses can also take advantage of more casual content like podcasts. One thing that might need to be considered in podcast planning is the importance of collaborating with the right guests. In this case, Web3 businesses can collaborate with renowned leaders in the Web3 industry. By collaborating with renowned experts, the company will gain more exposure. The discussions in the podcast will also get higher quality, relevant to the expertise of the guests. Business can cover many topics ranging from trends, business background and guest insights, industry issues, and many more. With podcasts, information does not come from just one perspective but from many other perspectives. Thus, the knowledge that the audience will gain will be deeper and broader.
Social Media Tag: Expanding Reach to Generate More Leads
After collaborating through podcasts, interviews, or webinars, it is advisable to disseminate these activities through social media. This is also a good strategy for web3 social media marketing. Renowned guests who publish the event through their social media will help effectively expand the reach of the content and the company's awareness. This strategy helps expand the target audience and boosts traffic to your company's website. With that, the opportunity to generate leads will be more abundant.
Infographics: Simplifying Complex Information
Infographics are also one of the most effective types of content for capturing the audience's attention. With infographics, businesses can condense a lot of complex and intricate information into a single image. Although not detailed, infographics provide a unique experience for the audience. They can be helped because they can access complex information in an easily understandable way.
Main Benefits of Infographics:
Simplifying complex ideas and information into a single image with engaging visuals.
Very easy to share, whether on social media or in personal relationships.
Can help improve Web3 SEO performance by adding optimized alt text and meta tags.
Repurposing Infographics Across Channels
One of the key benefits of infographics is their versatility. Infographics can be easily shared across various marketing channels and reach different segments. Here are the channels that can be used for media sharing:
Social Media
Website
Email Campaign
Presentation
Case Studies: Proving Your Success
Case studies are one of the strong lead generation strategies for Web3 B2B companies. It serves as a strong source of testimonials for all the projects that have been completed. In the case study, the company can concretely explain how it provides solutions to clients. Success stories with proven results included in the document will demonstrate the expertise and value that the company offers to potential clients. Because the Web3 sector is still a relatively new and continuously evolving sector, businesses need to prove their reliability through real examples of projects they have successfully completed. That way, potential clients will easily choose which company is the best among the existing competitors.
The Structure of a Strong Case Study:
The Client’s Problem & Challenges Outline
Strategies & Planning Outline
Company's Strategies Implementation
Measurable Results
Client Reviews / Testimonials
Chapter 2: Offsite Content to Maximizing Visibility Beyond Your Website
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We already understand that on-site content is an important factor for Web3 B2B company lead generation. Just as important as on-site content, off-site content also plays a significant role in that. Off-site content helps Web3 companies build credibility and attract traffic to the company's site.
Off-site content helps the company become more recognized outside the internal channels that the company has. However, to achieve that, choosing a third-party platform for off-site content publishing is essential. The company needs to choose sites that are relevant to the business. In that way, brand authority will be achieved. Off-site content will serve as a reference source for potential prospects who are actively seeking solutions in areas relevant to your business. With that, the company will find it easier to convert leads into their clients.
Strategies for Effective Offsite Content
To maximize the results of off-site content, companies need to have a good strategy in terms of content creation. Here are the strategies that companies can implement to maximize the impact of off-site content:
Guest Articles on Relevant Web3 Websites
Inclusion in Top-Ranked Company / Business Lists
Interviews and Collaborations with Renowned Publisher
Chapter 3: (Hosting) Events for Generating Leads Through Networking
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Networking at various Web3 events is also a proven strategy for companies to seek and acquire leads. Attending events creates opportunities to meet and showcase your company's expertise to many potential clients. There are 3 ways to leverage events for generating leads for a web3 B2B company:
Attending Web3 Events as a Guest
Attending a major Web3 event as a guest allows you to build new networks and seek leads. However, it cannot be denied that there are challenges in creating connections with leads through this method. Many Web3 conferences may provide networking apps, but these tools cannot be fully relied upon. This method tends to be ineffective because it is difficult for us to predict who we will meet and whether they match our targets. Therefore, this method may make it more difficult for businesses to generate quality leads.
Sponsor a Web3 Event and Get a Booth
Becoming a sponsor in a Web3 event might be one way to increase visibility to the audience. However, one of the biggest challenges in doing this is to be able to stand out compared to other sponsors. There will be many sponsors competing for the audience's attention. A significant budget is needed to truly stand out among other competitors. However, unfortunately, it might not have a significant impact. The company might not even get any leads from that effort, making it not worth the investment.
Hosting Side Events: A Cost-Effective, Targeted Approach
Hosting a side event at a major Web3 event is one of the affordable and targeted strategies to generate quality leads. By hosting your own side event, companies can control who can attend the event. The company can ensure that the audience present is the right audience according to the company's target.
With a platform like Luma, companies can manage guest lists and invite quality leads whose backgrounds have been checked. This is different from having a booth at an event where the company cannot control who will come to the booth.
Hosting side events also allows companies to connect and get to know potential clients in a more casual and friendly atmosphere. With that, strong relationships will be easier to create. However, to attract a quality audience, the company needs to have a good and well-planned strategy. Not just a fun event, companies need to offer value from the events they hold. For example, connecting investors with web3 start-ups. Such a valuable event can help ensure that companies also get quality leads.
Chapter 4: Cold Outreach to Leads by Providing Value
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Cold outreach might be one of the Web3 marketing tactics that has been used for quite some time. However, cold outreach with traditional methods is no longer effective, especially for Web3 companies. Simply sending a general message to schedule a call will not yield significant results. Companies need to shift their focus from "asking leads to do something" to "providing leads with value for free."
Instead of sales promotion services, the company can provide something that is truly valuable and impactful for leads. This can be in the form of free resources, access to exclusive content, or invitations to an event. By doing this, you engage prospects without asking for any reward. Thus, gradually the prospects will think that our company is the right one to help them solve their problems and provide solutions.
