You searched B2B marketing strategies in your Google browser to find information to boost your business growth, which is why you are here.
Then count yourself lucky because you just landed on this page with unique content on B2B marketing strategies that you might have overlooked.
We've compiled a list of 20+ cutting-edge and underutilized marketing methods you probably need to start using, plus a guidebook.
But, we will not spend your time with interminable discussions on outbound and inbound marketing strategies.
No, our focus is on tried-and-true, effective B2B marketing strategies, which fall into those popular categorizations of inbound and outbound, but this view is different.
Furthermore, we are more than throwing out an extensive list of strategies for you.
We'll go deeper into each untapped technique and provide real-world examples and case studies or statistics to help you understand how each method may be applied to better your specific business environment.
Let’s dive right in!
What is B2B Marketing?
Business-to-business marketing is where firms promote their products or services to other businesses.
B2B firms sometimes function in this way because they offer goods that, in some situations, are exclusively in high demand from other businesses. The B2B go-to-market strategy guide that follows is quite applicable.
To get you going, let's start with some facts.
Did you know converting leads and contacts into customers ranks first for 74% of companies? Which is yours?
See the diagrams below showing the order of most companies' priority.
Top B2B Marketing Strategies
The following strategies will help in planning and executing the best B2B marketing plan leading ton your goals: lead generation customer acquisition, and client engagement.
1. Refine Your B2B Marketing Strategy
Marketers nowadays do not prioritize In-depth and accurate research B2B marketing tactics. This is concerning since research is the whole foundation of the marketing process. It can make or break a marketing strategy's entire campaign.
The environment for online marketing is continuously evolving, so you should always continue learning. Here are a few areas you should never neglect while searching:
Study the Market Directly
It is important to have a comprehensive understanding of your market niche, which includes staying up-to-date with your competitors' actions, new software advancements, and market enhancements.
Research the Target Business using tools such as software, find out what constituted your competitors' websites', marketing strategies, marketing software, conversion optimization software, retargeting software, business-to-business referral programs among many other.
Investigate the Target Business
This relates in addition to the study along the specifically targeted buyer personas, have a look at the buyer profile for the company size footprint to learn a bit more about stakeholder mapping.
Furthermore, try to profile a probable decision that needs taking on social media platforms but have not yet been broadcasted toward you and your business in marketing strategies.
Study the Personas
Analyze needs, challenges, desires, and what motivates your potential buyers in order to understand them from a distance. These characteristics change over time, so bear in mind that updated information is important to collect continuously.
Since your main goal is to help your persona’s business grow bigger and make more money, be keen on the following areas:
- Selling solutions
- Marketing strategies
- B2B marketing trends
- Awareness stage
- Operational value
- Measurable impact on other B2B businesses
You still need to understand the value proposition, social media content, B2B advertising, and brand equity, as well as growth pain points, landing page, and optimal solutions.
The research will assist you in establishing ways to understand your target clients, the B2B marketing process, referral programs, internet marketing, email marketing, and many more.
Keep in mind that this needs to be done on a regular basis always. Done once, you are getting yourself into trouble by lagging behind the competition with outdated research.
2. Target the Niche Market
Your business should be dedicated to specialization and niche targeting. Businesses usually venture into a very narrow niche giving them answers per the research goal.
You should select a sector of the industry you are well conversant with and that you can potentially adequately specialize in.
Drawing a narrow focus on a specific niche could be helpful to strengthen your brand identity besides differentiating you from the competitors and transforming the results of your marketing in a more efficient manner.
Andrew Davis' insight, “Commit to a niche; try to stop being everything to everyone,” perfectly encapsulates the essence of niche targeting in B2B marketing.
In today's market, the power lies in specialization.
By identifying and focusing on a specific industry, customer type, or problem area, businesses can tailor their strategies more effectively, achieving a deeper connection with their targeted audience.
3. B2C Approach to B2B Marketing
You might have yet to learn this, but the distinctions between B2B and B2C marketing are becoming hazier.
A study by Foleon, 2021 B2B Buyer Insights, points out that almost 80% of B2B buyers today expect a B2C experience. This is occasioned by the fact that the market in the internet is growing competitive, and as such most of the B2B buyers are millennials.
B2C tactics are required to stand out above the competition and millennials, such as:
- Personalization (in more than just emails).
- Marketing using emotion.
- Easy access (to educational content and self-service).
4. Consider Niche B2B Marketing Agencies
Time to action your B2B marketing objectives and alleviate your pain points in B2B marketing strategies.
Partnering with the experts in results-centric demand generation outcomes, B2B referral programs, acquisition of targeted customers, business-to-business marketing efforts, and how best to engage the clients is one area that will benefit you a lot.
An example of which the rates were documented was in the 2023 B2B marketing strategy whereby the conversation rate benchmark for the B2B companies was recorded at 13% concerning the marketing qualified leads (MQL) to sales qualified leads (SQL) (Implicit).
The specialty of B2B marketing businesses stands on specific industries and hiring industry experts. All Sales Reps with years of taught in the business are what it takes to create and carry a successful B2B marketing campaign. They know that any marketing campaign has several moving parts. They include traditional, inbound, web redesign, and social media marketing.
Partnering with a B2B marketing agency specializing in these areas will help you generate leads, track critical KPIs, and scale your business in B2B marketing techniques.
Businesses with a limited budget to develop an internal marketing team with experienced strategists, certified professionals, and specialists, plus access or subscriptions to essential technologies, might benefit substantially from outsourcing your B2B marketing ideas programs.
5. Improve Messaging and Positioning
The one thing that will make a statement more than anything else is your website.
Your website should be your number one salesperson in addition to a great logo, a great business card, and excellent rolls up.
Your website ought to function even better than it looks.
You'd better get to work and hire some designers and developers who prioritize conversion optimization above aesthetics if it still appears to be the same as it did brand awareness when you started your business.
Remember that a website's appearance and feel are only meaningful if it can successfully convert visitors into leads for marketing campaigns.
Did you know that over 78% of B2B marketing businesses (CMI) use lead conversions as a performance metric?
There is no way around this.
Your website must be of the highest quality, focus on product marketing, be simple to use for customers, and be a master at data collection.
The brand awareness marketing automation software tips listed below will help ensure that your website assists you in your post-purchase B2B marketing efforts rather than working against you.
As Doug Kessler rightly points out, “Traditional marketing talks at people. Content marketing talks with them,” highlighting a pivotal shift in B2B marketing communication.
This approach necessitates a nuanced understanding of your audience, crafting messages that not only inform but also engage and invite dialogue.
It's about creating a narrative where customers see their challenges reflected and find solutions in your offerings
Should be in Growth-Drive Design (GDD)
This B2B branding technique of website redesign is frequently used by newer B2B marketing organizations.
Because it enables them to maintain the elements that work and those that don't when they attempt to rebuild.
Your business can save both time and money by concentrating on rebuilding certain pages and launching them one at a time, and you'll also have a clear understanding of how well your pages are doing in B2C marketing.
The Speed of the Website Matters
A website that takes over three seconds to load will lose 40% of its visitors.
Your website speed plays a crucial role in luring customers to it and keeping them there long enough for them to become potential customers.
The speed of your digital marketing website affects post-purchase regarding Google ranking and the user experience angle.
Only anticipate appearing on the top page of a Google search if your website loads slowly.
Run a Secure Website
Would you proceed if you opened an unsafe website?
I doubt it.
Many visitors will only use your website if it is safe.
For instance, Chrome won't even allow a website to load before alerting visitors that the marketing campaign for that particular website is not secure. This can lead to poor performance of the campaign.
Your Website Should be Mobile-Friendly
Your customers have a computer screen in their pockets these days.
One of the primary ways prospectives in B2B are searching for your product or service is on mobile devices.
So make sure you spend just as much effort building and testing the mobile version of your website.
Gizmodo's traffic (new) from AMP pages was recorded at 80%, with a 50% boost in impressions.
Keep your Message Short and On Point
The initial landing page a customer sees on your website should explain who you are and what you have to offer.
Make sure your message is clear and delivered compellingly.
6. A/B Test For B2B Marketing
To carry out A/B testing, you create multiple versions of the same content and distribute them to your audience in equal proportions. This determines which version performs better and makes data-driven decisions to improve your content strategy.
When a sizable audience has seen both versions, you can determine which version has improved your KPIs the most by looking at the analytics data.
Designing landing pages and running advertising are two frequent use cases for A/B testing.
Everything is testable to test both significant and little design changes and the content.
Google Optimize, VWO, and Optimizely are three popular A/B testing tools for websites.
A/B testing is also supported out of the box by most ad platforms.
You may launch free A/B testing of your website with Google Optimize.
7. New SEO Techniques (Invest In Refining Your B2B SEO Playbook)
Simply put, search engine optimization creates high-quality digitally optimized content to make your website or blog post appear at the top of organic search results.
The time when link wheels, backlinks from profile directories, links in the site's footer, marketing campaigns, and article directory marketing were efficient forms of B2B marketing to raise your organic ranks on Google has long since passed.
Modern SEO strategies now prioritize the enhanced EEAT framework: Expertise, Experience, Authoritativeness, and Trustworthiness.
This shift recognizes the importance of not just showcasing expertise and authoritative content, but also providing a user-centric experience and establishing trust. In this context, high-quality links and data-driven insights into click-through rates become even more crucial.
The focus is on creating content that not only solves problems or provides solutions but also delivers an enriching and reliable user experience, guiding users effectively to your website.
When planning your SEO strategy, consider the enhanced criteria of EEAT, ensuring your content is not just informative but also user-focused and trustworthy.
See the diagram below:
Did you know the best B2B SEO tactics concentrate on developing high-quality links and gathering performance information on click-through rates?
This systematic approach will teach to the greatest techniques to successful Business to Business marketing like the most influential titles, meta-descriptions, semantic keywording and phrases with high commercial purposes.
Create material that solves a problem or gives a solution then takes the users to your website.
The AI bees company implements this SEO approach to help their clients' websites rank higher.
Six recommendable tips when planning your SEO strategy
- Research your keyword options
You must know the terms people look up concerning your brand, the volume of individuals looking up its marketing funnel, and the preferred format for receiving the information.
- Write personalized content
Always consider the requirements, obstacles as well as the factor that drives your target buyer persona to purchase while choosing the content to develop and optimize.
Make sure the material is appropriate to the targeted audience.
Make the content easy to understand. Make sure you produce and distribute conversational material.
Your target audience is looking for simple material they can read and consume quickly, even if they are B2B professionals knowing technical terms used in purchasing decisions.
Embracing Lee Odden's philosophy, “Content isn’t king. It’s the kingdom,” is crucial for modern SEO strategies.
This perspective signifies that content goes beyond being just an element of SEO; it forms the very foundation of how businesses engage with audiences online.
From blog posts to whitepapers, every piece of content should be strategically designed to not only improve search rankings but also to provide value and insight to the reader.
- Use on-site SEO
It's crucial to include specially created website pages for buyer's journey purchasing decisions after you know your target keyword or phrases your ideal clients use.
These pages should answer the crucial questions those people were asking during their search.
- Employ technical SEO
Do not just keep all your focus on user attractivity. In terms of on-page SEO techniques, it is important to be search-engine-readable.
Knowledge of a good extent about the technical aspects of SEO and awareness of the journey cycle of the customer can prove very handy while working with developers and website designers.
- Build links to increase your authority.
This is connected to acquiring trust through recommendations.
Link building is acquiring links from other reliable websites, developing your brand's messaging, and acquiring a loyal audience that distributes your content.
Both external links and internal links increase your credibility.
8. Customer Funnel for SEO
Organic content that ranks at every stage of a B2B buyer's journey is crucial because these days' B2B buyers conduct extensive research and are still waiting to be ready to buy.
By doing so, you assist their study and maintain your relevance, demonstrate your subject-matter knowledge, and gain their trust.
For instance, if you target a delivery logistics industry, you can rank your content as the funnel below:
This image tells us what we can infer:
- Top-of-funnel keywords are quite tactical, such as with how-tos, to assist customers in performing their tasks successfully (and to help you facilitate the identification of pain points).
- When the consumer becomes more knowledgeable, middle-of-the-funnel keywords may employ more strategy-focused and comparison keywords.
- Bottom-of-funnel keywords are targeted and focused on the specific things the customer (now) knows they want (thanks to your education).
This basic explanation is intended to help you understand the concept; there is much more to keywords for B2B marketing (intent and location modifiers).
9. Make your Content Dynamic
In the most recent Demand Base B2B Buyer Behavior Survey, 70% of buyers rated pertinent material that directly pertains to their business as extremely important.
While you can't tailor your website to particular businesses, you can employ dynamic content to provide visitors with a more tailored experience.
For instance, you can designate different live chat choices on specific sites depending on the source of the visitor's visit, such as an email or an advertisement, or you can leverage Drift's interface with Clearbit to be even more individualized:
In this instance, Emily Mias owns the CyboThreat account.
She is the only sales representative to show up when someone from CyboThreat goes to drift.com.
You can use external tools such as chat API to add live chat function in your business app.
One point of contact is beneficial in developing a relationship with the target account.
Depending on the blog article category they are reading, you can generate pop-ups with instructions on various topics.
Or you can even change your homepage's headline according to the size of your business.
Like in the instance below.
Another choice would be to design a popup that requests details that will enable you to direct the B2B buyer down a path specific to their requirements.
Additional standards for dynamic content consist of
- A phase of the customer lifetime or the sales funnel.
- Geolocation (such as providing discounts on nearby conference tickets) Reference maker (SERP, social media, email).
- Website usage (new or returning visitor, time on site, pages visited).
As Marcus Sheridan eloquently puts it, “Great content is the best sales tool in the world,” emphasizing the power of dynamic content in B2B marketing.
This means creating content that not only informs but also engages and convinces, becoming a key driver in the decision-making process of B2B clients.
10. Advertise Like Inbound Approaches
Your business can efficiently promote on a variety of channels, including:
- Social media
- Websites and Industrial publications
- SEM (Search Engine Marketing) - Advertising from Google, Bing, and Yahoo
In addition to promoting your services, advertising can be a key factor in encouraging content downloads, which raises both your authority and visibility.
Nonetheless, it's crucial to adopt the promotion strategies that are most effective for business services.
Because you can target the right industry audiences most directly with LinkedIn, retargeting, and other industry-specific advertising.
These strategies typically produce the highest conversion, click-through, and lowest cost per download.
Here is why.
According to Our World in Data, in a world of 7.7 billion people, 3.5 billion are online.
With 2.4 billion social media users, one-third of the world's population and more than 70% of internet users are engaged on these platforms.
As a result, it's no surprise that 75% of small businesses utilize social media to promote their products and services.
11. Move Towards First-party Data
Accomplishing accurate targeting will be more difficult due to the iOS 14 privacy upgrade and Google's eventual move from cookies.
First-party data-friendly marketing efforts are crucial since understanding your audience is the core first step for all forms of marketing.
AI bees use AI lead generation software to collect first-party data.
First-party data can be obtained in the following ways:
- Campaigns for growing email lists and PPC lead generation.
- Options to Google Ads (like Microsoft or Amazon).
- Collecting your own psychographic information with A/B content testing (headlines, tone, related content suggestions).
12. Unite your Tools (Consolidate Your Software Stack)
Unite your B2B marketing tools if you employ multiple data acquisition platforms.
If you have an ABM program, a CRM for website visitors primarily used by your sales staff, and two different automation systems, consolidate them.
Objectively reevaluate your technological stack to match your sales and marketing teams better.
The adage that the more tools, the better should be abandoned.
It's not like that.
Using a single source and working with a company that can suggest the best software solutions will help you consolidate.
As the chart below shows, data entry-related duties can take up a significant percentage of a team member's day.
25% of workers used about 0-30 minutes, 35% used 31-60 minutes, 19% used about 61-120 minutes, and 8% used more than 120 minutes doing manual and data entry tasks.
Consolidated tools enable your team to use nurturing workflows more effectively in some situations if you have a clear internal definition of marketing qualified lead creation vs. sales-qualified prospects.
Working with the most affordable and time-effective software that helps coordinate your teams' and their work efforts is essential for the success of your b2b marketing ideas in 2024.
13. Referral Marketing
This highlighted how the nature of professional services referrals has changed and how this affects your B2B marketing approach.
From whom do these recommendations come?
A firm's authority determines most of the referrals in a certain field.
Your brand may create a worldwide reputation that can attract referrals even from audiences who haven't directly interacted with you.
Brand recognition may also result in recommendations and new business.
The new interested business will lead to more appointment settings and, eventually, higher sales.
14. AI for Automation
In 2024, the landscape of B2B marketing has been transformed through the integration of generative AI.
For example, Company X leveraged AI to create and test different versions of website landing pages, which led to a notable 40% increase in conversion rates.
Similarly, a tech startup, TechGen, utilized generative AI to develop and refine its product descriptions and ad copies.
This application resulted in a 50% increase in click-through rates and a 35% increase in overall sales.
Another innovative example is from a healthcare B2B marketer, HealthSolutions, which implemented AI algorithms to generate customized educational content for their clients.
This approach not only established them as a thought leader in their industry but also saw a 20% uptick in client retention rates.
These examples underscore how generative AI, when strategically implemented, can dramatically enhance content relevance, customer engagement, and ultimately, business growth in the B2B sector.
Reflecting on a Reddit user's experience with extended B2B sales funnels, AI's role in marketing becomes increasingly significant.
Artificial Intelligence can automate personalized content delivery at various funnel stages, ensuring that potential clients receive relevant and engaging information precisely when they need it.
15. Publish Case Studies
Your motto in all business-related situations should add value, but in B2B marketing advice, you should highlight it even more.
Consumers looking at your goods and services should be able to tell immediately what problems you can solve for them.
Writing blog posts or occasionally providing a discount code for B2C customers are two ways to add value.
If you offer supplements, writing a how-to article that details the best-kept cooking secrets or the greatest exercises for weight reduction will draw more attention to you.
This will provide you plenty of chances to promote your goods or services in the text along with those discount codes.
16. Choose your Marketing Channel
Not all marketing avenues suit your company.
Save your time and money by following the newest fashionable channel that doesn't genuinely connect with your target market.
So how can you create a high-impact, low-cost marketing plan that uses the best channels for your company?
B2B Email Marketing
This is one of the best marketing channels, with about 4.6 billion email users worldwide.
Use this email marketing to cultivate, preserve, and educate the relationships on your email list.
Among other takeaways, you might include a call to action, offer insightful advice, or inform readers of changes to your company.
B2B digital marketing
Digital marketing is the term for any internet marketing.
Social media, organic search (SEO), sponsored search, blogs, emails, and video marketing are some of the top marketing channels in digital marketing.
B2B Social Media Marketing
Social media is a helpful marketing platform because adults spend 95 minutes daily on it, allowing you to interact with your target market.
Also, you can use social media marketing to promote your business and sell social.
B2B Content Marketing
The content marketing process produces and shares original content via a company's target market's marketing channels.
SEMrush questioned 97% of the 1,500 respondents who said they utilize content marketing as a component of their marketing efforts, and 72% said they intend to raise their budget for content marketing.
17. Change your Marketing Channel
Marketing channels are how businesses communicate their message to potential customers.
Every business employs the popular channels in their B2B marketing which include social media, email marketing, search engine optimization, pay-per-click marketing, direct mail, and events.
It's crucial to consider which channels would be best for your company and target audience, as each has advantages and downsides.
Each channel has pros and cons, so choosing the best one for your brand and audience is crucial.
Businesses may need many channels to reach their intended audience.
Finally, you should be aware that marketing mediums vary.
Your business may benefit from a new channel or the decline of an old one.
Examining your marketing efforts and exploring different channels is crucial if you need more results.
For instance, you can use Instagram and TikTok to target the millennials, while direct emails would work better for the older generation.
18. Hop on Trends
You should always look out for competitors' current trends in B2B marketing.
- Content should be diverse and valuable above anything else.
- Maintain a healthy balance between the critical human-to-human connection in customer service and using big data for decision-making.
- Use your brand to engage the public and foster trust.
- Assemble and develop industry-best demand gen marketing strategies.
- Boost the SEO's quality.
- Use your user-generated content and owned media assets more.
19. Career Development for Your Users
The buyer is still a distinct individual with a particular job in the business, even when you are a business selling to another firm.
They look online for a variety of things in addition to solutions.
They also consider methods to further their education, hone their skills, and develop their professional paths.
Write material on career development to demonstrate your knowledge while establishing relationships with potential clients and utilizing a brand-new set of pertinent keywords.
20. Full Funnel Strategy for Paid Marketing
You can persuade the department boss with appealing and focused information that you are superior.
But how can you contact and establish a relationship with the decision-maker who will finally seal the deal?
The best call-only advertisements are for professional B2B services.
Retargeting is fantastic for leads who have already qualified for sales and are at the middle and bottom of your sales funnel.
There needs to be more time for important decision-makers within a corporation.
So that they can draw in these powerful leads, it’s important to keep things brief and to the point.
Pay attention to the subject lines while operating your email marketing before everything else.
Depending on it, your email will frequently succeed or fail.
Corporate leaders receive many emails daily, many of which are sales-related, so they are hesitant to open more.
Also, you should indicate in the subject line of your emails how valuable they are.
Likewise, avoid including attachments because they frequently cause anti-virus software to go off-guard or send emails straight to the spam bin.
It should be brief but powerful.
Running a blog with many lengthy posts may be challenging for typically time-poor executives.
Indeed, since long-form publications have a lot of keywords, it will result in more organic traffic.
Nevertheless, decision-maker buyers often need more time to read the 3,000-word blog entries you publish twice weekly.
The figure below illustrates how more flexible B2B marketing companies are now trying to connect organic content to each stage of the B2B buyer's journey and many other forms of internet ads.
21. Long-term Content Strategy
One of the most successful business strategies for B2B marketing has been content marketing for a while.
Not every content that will produce the same outcomes must be understood to avoid confusion.
Long-form content has considerably greater potential to increase traffic, develop thought leadership, and spread knowledge of your company.
The quality of the blog or post is equally important as its length, though.
You want to give your potential clients something of value, and you want to publish trustworthy information.
Case studies, webinars, b2b marketing, how-to guides, and product demonstrations are some of the most successful long-form content types.
Your long-form relevant articles should address the buyer's journey of your ideal clients and target buyer personas, focusing on those specific pain points.
Jon Buscall's remark, “Content marketing is a commitment, not a campaign,” resonates deeply with the concept of long-term content strategy.
It suggests that B2B content marketing should be viewed as a sustained effort, requiring ongoing commitment rather than being a one-off campaign.
This long-term perspective is key to building lasting relationships and brand authority in the B2B space.
22. Visualize your Content
The visual component of compelling information is crucial for developing leadership in your material.
To increase awareness, it is essential to incorporate photos and videos into your blogs, case studies, swot analyses, and other educational content. Why?
- B2B content visuals and images are more powerful in 2024 than music or text.
- Graphics to make long-form content more palatable and visually appealing.
- Prospective clients can better remember the valuable information you have to provide by adding images or videos.
- Short-form content in videos is more effective and consumable.
- Data and statistics presented in graph form are more memorable than in text form.
See the chart below on how younger consumers prefer to see content:
In the diagram, the younger consumers strongly prefer videos to the older ones, who like email content.
It's, therefore, significant to tailor your content to fit your preferred audience.
23. Competitor Research
B2B competition analysis is a powerful technique that aids in understanding where you and your rivals are in the market.
It also lets you research market trends to enhance your company's marketing and sales plans.
Using a competitive analysis framework, you can get the necessary advice to conduct a strategic B2B competitive analysis.
24. Social Media Tricks
Unexpectedly, Twitter and Facebook are tied for second place among social media sites utilized by B2B content marketers.
It's a beautiful setting for casual conversations with potential clients and customers, keeping track of hot topics in your clients' markets, and interacting with influential people.
- Discuss. Why not establish a weekly chat instead of waiting to be mentioned in popular conversations?
- Branding and community building. Tweets last 20 minutes, which could be better. Compared to Facebook and Instagram, overposting will help your attempts.Publish often to educate, network, and generate backlinks.
- Lists. Lists enable business-specific feeds. Avoid the noise and connect with important followers this way. Create lists for clients, influencers, and industry news suppliers.
How Do We Operate in the B2B Marketing World?
You are not alone in your B2B marketing journey.
AI bees got your back!
Our AI bees solutions are tried and tested to provide growth to your business.
They are as follows:
We use patented, proprietary AI and machine learning techniques to find companies that might make the ideal customers for you.
We then engage those clients with your content to produce quality leads for you.
By enhancing your account and using it to target prospects similar to your greatest clients, we leverage AI memory and the best lookalike firms.
Our AI tool will locate organizations that resemble them and hunt for chances to advertise your product or services.
By harvesting the businesses our AI Engines produce, we may identify unique personalities who require your products and services.
We concentrate on each persona's problems and consider what motivates them to use your products and services. All these strategies are available for you.
Contact us today to learn about how we use these tools (and more) to get you the top qualified leads.