Giving it your best shot but just a few B2B leads in your sales pipeline?
So what’s going wrong? And where?
What is B2B lead generation and how important is it?
Demand generation and B2B lead generation are the fundamentals of B2B marketing strategies. You can’t generate leads effectively if you’re not generating demand. And generating demand becomes worthless if you can’t translate it into leads.
B2B lead generation is the process of attracting and collecting contact details of the prospects and converting that interest into qualified leads. The primary purpose of B2B lead generation is to find qualified leads, motivate them via the lead-nurturing process and move them through the funnel to influence a favourable buying decision.
The survival of any business today depends on the efficiency of its lead generation strategies & methodology. Effective lead generation is essential for driving sales, acquiring new customers and generating revenue. B2B companies are leveraging various marketing channels like email, social media, lead nurturing and more. But the challenging part is acquiring the new leads while maintaining brand reputation & validity. The use of various tools and resources available for lead generation can help B2B companies drive more traffic to their website, increasing leads and potentially conversions. A well-planned lead generation strategy can optimize your funnel and get you the desired result.
B2B lead generation is like the game of scrabble. You never know which alphabet can make up a word, and you also don’t know if that may help or hinder the next player. @madiyaneha @xeomarketing
Six Simple CASL-approved Ways To Make Initial Contact With Potential Customers In A Virtual Work-space.
Today’s virtual work environment makes it difficult to make the initial contact with potential clients. Especially if you are working with stringent anti-spam laws like the CASL. We have listed six simple ways that can help you make the initial or the first contact with potential customers.
- Value-added content: Using value-added content to drive engagement and get potential clients to fill forms and subscribe
- Social media groups and forums: Use social media groups and discussion platforms to connect with potential leads and engage in meaningful conversation
- Direct mail campaigns: Use direct mail campaigns to initiate actions
- Telephone: Don’t forget the old tried and tested telephone prospecting
- Subscribed newsletters: Leads the sales team collects in their day-to-day workings whether it is your own newsletter or a well-read industry-specific newsletter or blog update emails
- Virtual interactions: Join and engage in as many virtual events, webinars and online conferences as possible.
B2B Leads Data Collection Tools:
Collecting data about leads is essential for B2B businesses today where the quality of the lead is more pertinent then the quantity. There are various platforms through which you can collect the information via customer research, contact forms, live chatbots, survey questionnaires and more.
Create tests, quizzes, questionnaires or whatever relates best to gather information for your B2B business. Platforms like Google forms are easy to create, can reach a large number of audiences in just a few clicks, faster and can source large amounts of data with only one form. Your customers can provide insightful data to help you generate new leads. Businesses continue to grow as their customers purchase the products or services and provide authentic information to enhance user experience. There are several lead data collection platforms available which you can use to generate leads for your B2B company like Leadfeeder.com, Prospect.io, and more.
Social Media B2B Lead Generation Tools:
Social media platforms are a great source of lead generation. You can direct your audience and your leads from the social platforms to your websites or the landing pages you are targeting to get them signed up. Nurture these leads to establish a long term relationship with your audience.
Linkedin Sales Navigator:
According to Linkedin, 89% of B2B marketers turn to LinkedIn for lead generation.
Linkedin is the most used social media platform for B2B lead generation. B2B marketers use various channels to distribute their content, but in our experience as a B2B marketing company, we discovered that LinkedIn provides high value and response rate when it comes to prospecting via quality content. It has a more mature and business-oriented audience that B2B companies want to target.
Linkedin Sales Navigator is a very effective social media lead generation tool. A preferred channel by the top B2B sales & business development personnel, it provides an array of features that focuses on helping you find the right prospects to build trusted relationships. With LinkedIn Sales Navigator, you can reach the right prospects by using the search and filter features.
Twitter is an excellent platform for B2B companies to find personal insights on your decision-makers. Leverage this platform to add a touch of personalization and establish a connection. While Twitter may not be the perfect social media lead generation tool it can help you to discover new opportunities to connect with a touch of personalization.
Agree? Not really? Let’s talk!
Find your target buyers on Quora, engage with them, answer their questions, and prove value while linking it to your content to capture their information & approval to contact and bang! It is a lead! Now agree?
Quora is a great platform to create awareness about your company. Posting and engaging content on Quora will not only engage the audience you interacted with but also to the future visitors of that page or post.
Email Marketing As A B2B Lead Generation Tool:
Email is one of the most influential communications channels for B2B audiences. It is a very effective way for businesses to reconnect with their subscribers, promote their brand, and educate prospective buyers about products and services that may be of interest for them.
There is a wide range of email platforms in the market today that can help you reach your audience with a comprehensive solution. Some of the platforms also allow you to build amazing landing pages, have ready email templates and even help you in building your link assets.
Mailchimp, Constant Contact, HubSpot and several other email marketing platforms offer resources to help you generate leads. How you nurture your audience is based on your lead nurturing strategy.
As a marketing company we work with all email platforms, but personally I prefer Mailchimp over the others. Mailchimp has options that allow me to create strategic drip sequences. I also leverage other easy-to-use features on the Mailchimp platform to nurture the leads and motivate the buyers to make a favourable decision.
Actionable lead magnets and call to action in your email that triggers the human impulse and directs the readers to click are an important part that a lot of email campaigns tend to lack.
Remarketing is another useful tool when it comes to maximizing return on investments on the advertising expenses spent. It is a great idea to use remarketing lists for your email subscribers too. Integrating remarketing with your email-marketing efforts can help you maximize your email subscribers and nurture your leads simultaneously.
Marketing Automation Tools for B2B Lead Generation:
A lead generation strategy blends well when you have the right marketing automation tools. You can connect, analyze, monitor and mold your strategies to make the most out of your campaigns and effectively capture marketing-qualified leads (MQL).
Automate your lead generation workflow with lead generation software platforms like HubSpot, Peridot, Marketo, SalesForce CRM etc. These platforms provide several resources under one platform. It makes it easy for businesses to organize, manage and take control of their lead generation process. It also provides analytics to track and improve conversions. Apart from the above, it offers free inbound marketing software for more leads and conversions.
HubSpot’s AI-powered HubBot assists your lead generation process at every stage, be it lead generating, lead nurturing, or personalization; it is a beneficial resource to B2B companies.
There are other traditional lead generation tools like telephone prospecting, which never fades. You can use a combination of the tools mentioned above to generate leads for your B2B company effectively.
The key is generating good quality leads. Marketing teams are under constant pressure from their sales teams to procure qualified leads consistently. Hence it is easy to focus on short-term gains and to forgo best practices that later contribute to lead-nurturing. Strategies and tactics that not only help drive leads but also contribute to nurturing them go a long way to a better close ratio.
If you are a technology company and are struggling to drive qualified leads, contact Xeo Marketing today and ask for our Demand Generation: Cost Per Lead program that provides guaranteed results.