Business-to-business lead generation, or B2B lead generation, refers to companies that primarily sell to other companies.
One step is all it takes to go a thousand miles. B2B lead generation is that step in a typical marketing funnel or sales procedure.
The goal of lead generation is to target potential clients with tailored sales messages or advertising campaigns by gathering their contact information, including name, email, company name, and job title.
Business-to-business (B2B) lead generation is different from business-to-consumer (B2C) lead generation, where goods and services are offered to customers directly.
Additionally, B2C and B2B companies obtain leads in different areas, so attempting to discover potential clients using the same techniques as a B2C would not be successful.
According to a study, SEO (14%), email marketing (13%), and social media (12%) are the three best lead sources for B2B businesses.
On the other hand, traditional advertising, social media, and emails produce more leads for B2C.
It’s not only where leads originate from; the nurturing process differs greatly between B2B and B2C, which is why marketers must get off to a good start.
Understanding how to generate b2b sales leads is only one step in the process.
If you’re serious about generating sales, you’ll need to make significant investments in lead creation.
We understand that B2B lead generation refers to the process through which sales/marketing teams convert prospects into paying customers. But what exactly are these steps?
Most B2B lead generating tactics begin with locating potential buyers’ contact information.
Contact information is frequently sourced internally, developed by a third-party “lead gen” firm, or purchased from a lead database (not advisable for B2B lead generation).
Reps contact leads via cold calls, social media, or by responding to questions online after compiling a list of (supposedly) high-quality leads.
Reps evaluate the likelihood that leads will make a purchase when dealing with them.
They will determine this by identifying which stage leads are in the purchasing process. These phases consist of:
1. Research & awareness: The client is aware of the issue or need for a solution, and they are starting to learn more about it.
They will read blogs, whitepapers, and case studies at the awareness stage.
2. Consideration: The lead is aware of the precise service or product required. Prior to doing their investigation and “opening up” to providers, they would describe their exact needs.
3. Decision: To finalize a purchase, the buyer will meet with several vendors to see which one best meets their demands. They will also check in with other decision-makers along this process.
Reps will launch nurturing marketing or concentrate on getting the prospect to schedule a call or demo depending on what stage a lead is at.
Victory! The prospect chooses you after several meetings with various vendors, and the sale is completed.
The easiest way to increase sales is to develop a strategy that is specific to your market, your offering, and your target market.
To generate B2B sales leads, your sales and marketing teams must be open to experimenting, learning, and putting new ideas into practice. This entails trying many approaches until you discover the most effective one.
Are you ready to explore? The best B2B lead creation techniques are listed below.
Snack Nation, a supplier of office snacks, failed to increase B2B sales leads through its SEO efforts because there were fewer than 100 monthly searches for its target phrase.
They wrote an epic post on “employee wellness” in order to attract a larger audience that would include their ideal B2B prospects. This is a more general search term that their target customers use.
They took extra care when writing the content to make sure it was truly “epic” enough to attract leads.
Results of the post about employee wellness:
Therefore, if you can provide content that performs better than your rivals, do it.
Social proof is an important component of most B2B lead generating methods.
Buyers will seek social proof to make a more informed purchasing decision because they may be distrustful of claims about your product/service.
The more social evidence you can gather on your site, the easier it will be to establish trust and sales.
Consider adding social proof to your landing pages and homepage, publishing reviews on social media, and developing case studies – another fantastic strategy to create trust is to collect positive evaluations and testimonials on your website.
B2B buyers are extremely analytical, risk-averse, and frequently require the consent of numerous ROI-focused decision-makers before making a purchase.
Case studies are now true sales management content for the middle to end of the lead generation process, as several buyers have acknowledged.
Don’t just leave case studies on your website unmanaged. Promote them openly to increase your credibility.
High-Speed Training witnessed a significant return on investment when they issued a comprehensive report for buyers in the hospitality sector.
The research not only established them as the industry pioneers, but it also increased traffic to their website and garnered coverage from 38 media sites.
Before making a purchase, B2B consumers read 13 pieces of content on average. Content can be detailed reports, third-party reviews, or information from a vendor’s website.
This respect for data can be used to completely revamp your inbound lead generating. How?
Become a reliable source of data, trends, and information about your sector. With thought leadership, you can:
Become a reputable expert in your field.
Create PR coverage and quality backlinks for SEO.
Give your prospective leads something of worth.
Personalization of websites is no longer an added advantage in B2B lead generating efforts. It is required.
Use dynamic pages and content that adapt to your visitors’ needs to personalize the shopping experience on your site:
For “big deal,” high-value B2B lead generation, LinkedIn is the place to be. Platform advertisement:
While competition is fierce and the cost-per-click is higher than on other platforms, the ability to hyper-target your audience compensates.
If you’re planning to advertise on LinkedIn, be sure to include the following:
A long-tail keyword is one that is three or more words long and is extremely particular. And, yeah, it typically receives a very low search volume.
However, if you target the correct long-tail keyword, you may trade off search volume for exceptionally high purchase intent, which increases revenue with minimal SEO effort.
If you’re Nike, one of your many techniques might be to observe what Adidas is doing in secret. Nike would also click about in their organic and paid keywords, as shown in the screenshot below, which provides an overview of the adidas.com/us domain.
It’s a significant concern if your competitors frequently use specific websites to obtain backlinks or appear to prefer optimizing a particular set of keywords.
It implies that they’ve discovered effective keywords that produce leads.
You can take advantage of this by focusing on the same sites and keywords to increase the amount of sales-ready traffic to your website using SEO research tools.
A short tip: Run a tiny paid ads campaign to determine if a given keyword genuinely generates and converts your ideal B2B leads before you spend time and money optimizing for it.