January 21, 2022

B2B Lead Generation - B2B Leads that Work

Are you having a hard time getting more leads into your sales funnel? That's totally fine. In fact, 61% of marketers believe that diverting traffic and lead generation is a major challenge for them.

This results in sales and marketing teams implementing and trying different B2B lead generation ideas to get more prospects in their funnel.  Of course, the more prospected leads, the more potential customers and conversions. But as you might already know, this isn't a walk in the park. Some of the methods and lead generation strategies that you're going to use will not really work.

A lot of factors may cause your lead generation efforts to fail. Some of these are lack of budget, expertise, and knowledge. But one of the most common reasons that make start-up businesses fail in their lead generation campaign is by not understanding the whole process itself.

The B2B Lead Generation Process

More generated leads mean more chances of getting sales and conversions. This is why for most businesses, their marketing and sales teams are unified and have clear procedures and frameworks on how their lead generation processes go. Usually, it can be broken down into four steps.

Step 1: Finding Leads

The first step in generating leads is to look for them. There are various ways on how to do this, from letting your own team generate them, building your own list through your website's traffic, to working with a third-party lead generation that can help you find the right prospects, or buy them from a lead database.

Step 2:  Reaching Out to Leads

After getting your leads, your sales team or representatives should reach out to them right away. Depending on where you got your leads, the means of reaching out to them will differ. From using cold outreach through email or calls, PR pitches, to social media outreach techniques, or even by simply replying to their inquiries.

Step 3: Qualifying & Prospecting High-Quality Leads

To make sure that you generate leads that matter to your business, you need a qualification process. Your team should monitor lead interactions and determine their likelihood of buying leads. They'll use this to gauge where lead levels have been during the purchasing cycle. There are three stages:

1. Research and awareness: The customer understands a solution that they need and proceeds to understand it. They will then use information from blogs to white papers and case studies as their main tool

2. Consideration: The leads know which services or products will be needed.  They will then gather information from case studies and various whitepapers, which they will evaluate before looking for vendors.

3. Decision: After filtering which vendor would best suit their needs, the lead will then coordinate with their other decision-makers, then proceed to purchase the service or product.

These steps are being done to identify which leads are most likely to buy and who are those that you need to nurture. Depending on what stage a lead is at, your team should make nurturing campaigns that will make the prospect book a call or demo

Step 4: Closing the Deal

Once your team is able to generate qualified leads, you should now focus on closing the deal with them. Your company has already defined its customer persona so your reps should be prepared during conversations and interactions with them. After which, they can proceed to convert your leads into customers.

With these four lead generation stages, it should give you an idea of how exactly generating more B2B sales and conversions should be done. Once you know the steps and follow them accordingly, you increase your chances of producing qualified and targeted B2B leads for your campaign. This means that you can convert customers properly.

To complete this process, a couple of good B2B lead generation strategies should be implemented. Listed below are some that you might try.

Automate Your Email Marketing Campaigns

Every time spent on the business side of marketing is important. So why should you have to spend countless hours sending out emails every day? Automating this process will save you a lot of time and effort.

With email marketing automation, you can drive traffic to your business with little effort. Just take a week to set up segments, write the emails, and choose activity triggers to determine when they send. For example, those who sign up for your newsletter will be placed in the lead nurturing campaign. Then a returning customer may receive an email with a discount code if they abandon their cart.

Personalizing your emails to suit each individual lead's interest is also a good idea. For example, if a lead visits your site from a search engine, an autoresponder will send a specific message that lets the prospect know that they have reached their destination. That means an autoresponder that is sent to a lead visiting your site for the first time will contain different content compared with someone who has made their second visit.

Run Campaigns Based on Your Competitors

Another great strategy that you can employ is to look at what your competitors are doing, particularly when it comes to their strategies for lead generation. Monitor your competitor’s social media platforms and websites. Study their content, website design, and lead generation efforts in general. A lot of online tools can help you out with this, such as Moz keyword or Site Explorer by Ahrefs.

If you find strategies that are effective for them, include these things in your own lead generation campaign. You don’t have to copy their ideas but you can definitely get inspired by what they do. Having said that, you should understand that not everything works for everyone. You may need to tweak your campaign accordingly so it can work well with your brand and your target audience.

Ask Your Customers for Referrals

Wouldn’t it be nice if you could duplicate your best accounts? There’s an opportunity to do so by asking these customers for referrals. Chances are they’ll know one or more prospects who would make great opportunities for your business.

A good way to motivate them for this is by trying to offer incentives for every successful referral that they make. For example, a free month off a subscription or a special discount on their next purchase in exchange for 3 referrals.

Besides your existing customers, another effective strategy is putting up a referral program page on your website.  This page should contain the details of your referral program, such as what it is and how to sign up or refer someone. This page can increase traffic to your website, so make sure that it's accessible from the main menu so people can easily find it.

Optimize Your Content and Your Website

Optimizing your website and content is also another great lead generation strategy that can increase traffic flow. If you can do this, it will lead to higher visibility by search engines. So make sure that your content is complete and relevant.

When writing content, try to include keywords that are most relevant to your topic and industry. This way, as well as using some backlinks for your content and website, can show your business as an authority in the industry. This will help you out in terms of SEO that will allow you to gain higher rankings in Google search results.

Optimizing your content will help search engines know what your content is about. This increases the chances of it being seen as a relevant result to a specific query. The more you optimize your material, the more visibility, and traffic it can get from search engines. And when you have a lot of traffic going to your website, you can expect to attract more qualified B2B leads.

Similarly, using web analytics will also help you understand what customers are looking for and where they go on your site. From there, you can easily address customer issues and needs. You can also get a deeper insight into what your customers think about your services or products.

Personalize Your Website with Dynamic Web Pages 

A B2B website with personalized landing pages increases your chances of getting conversions from prospects. A customer-centric website will make relevant content appear during a search. This way, you let the customers know that they are at the right place and that you answer their questions or needs accurately.

To personalize the buying experience on your site, use dynamic pages and content that adapt to your visitor’s:

  • Name
  • Location
  • Industry
  • Company 

This type of effort will add customized details that matter to your prospect’s interests. Your company website should not only look professional but it should engage prospects in a way that speaks their language.

Offer a Free Consultation to Build Trust

A lot of customers are wary about hiring a service provider without knowing if they’ll get results. So to build trust, you can offer a free consultation with your company. The idea behind this is that you can answer all their questions, show them how to use your service, and take the time to build a good relationship with them. This way, they'll know that you're not just here for the sale and that your intentions are purely to help.

This technique can help generate valuable sales-qualified leads who are ready to use your service. This way, you won’t end up wasting your time on those who are not interested in your service. If you think that this might be good for you, consider using a simple booking tool to make it easy for your potential sales leads to schedule a call or meeting with you and your team.

Send Corporate Gifts to Prospective Customers

Receiving a gift from a brand can make a person feel important. In a B2B context, if you want to make a good lasting impression on your prospects, sending corporate gifts can be a great way to do so. It’s an excellent way to show your appreciation for them, which is why it's considered to be one of the best lead generation strategies until today.

The key to making it effective is being creative with the gifts you offer. It doesn't have to be something material, but can also be something like a free trial or subscription for a limited time. A potential customer will see you as more than just another service provider, but as someone who has their best interest at heart.

Just always remember that this is still part of your sales process, so consider the budget you have for this kind of approach. You can also see it as an investment, given that you'll be able to attract more B2B leads when done right.

Creating Email Signup for Out of Stock Items

You have a really good product or service. It sells well and your customers love it. A time will come that some of your items will be sold out and go out of stock. So what should you do about this inventory issue? You can create an email signup for your temporarily unavailable items, and it will notify the customer as soon as the item is restocked.

This way, you can avoid losing a customer who's urgently looking for that item and might have bought it from your competitor. But the best part is, you can also get their email address to send them other offers in the future. So not only are you able to get one-time clients but also create loyal customers who will be open to your offers and will become brand advocates.

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