B2B lead creation is essential for attracting new prospects interested in what your B2B company has to offer. Every sales funnel depends on leads to scale.
How can you stand out from the crowd when there are so many businesses fighting for sales leads?
To assist you in overcoming the lead gen challenge, we’ve put up this guide to help you plan your approach.
We will go over all you need to know about B2B lead generation. Explore how to create B2B leads, maximize your outcomes, learn new techniques for you and your marketing team, and understand the big picture.
The guide includes:
- Follow the Proven B2B Lead Generation Strategy
- Know Your Sales Qualified Leads and Marketing Qualified Leads
- Avoid the Blind Spot During Lead Qualification
- Replace Cold Approach with Data-Driven Lead Generation
- Make Smart Use of LinkedIn for Lead Generation
- Generate Leads from Your Webinars
- Look for Only the Best Tools
Follow the Proven B2B Lead Generation Strategy
According to Forbes, 85% of B2B marketers consider lead generation their first challenge.
No matter how amazing your product or service is, you have to work to get more people to know about it. Quality B2B leads don’t come out of thin air. B2B lead creation is critical to meeting your sales targets, but you don’t want to get hung up strictly on the number of leads. What is more essential is the quality of leads so that salespeople can take ownership, call them, meet with them, and close deals.
Being in the B2B industry for a long time, we have helped a lot of clients with a strong product or a service who lacked brand awareness. When they got enough exposure, the revenue jumped and never came down.
There are tons of articles written on lead generation strategies. However, follow only the proven ones. We have created a collection of 21 proven lead generation strategies for you.
Know Your ales Qualified Leads and Marketing Qualified Leads
Sales and marketing should work together to define Marketing Qualified Leads (MQL) and Sales Qualified Sales Leads (SQL) for your organization. While your marketing and sales teams may have distinct KPIs and team goals, they are ultimately aiming for the same thing: revenue growth.
Marketing Qualified Leads (MQLs) are the leads who have expressed interest in your offering, participated in your marketing campaign, or are more likely to convert into a customer than other leads.
Sales Qualified Leads (SQLs) are leads that your sales executives have recognized as eligible for direct sales follow-up. Such connections have made direct sales queries or responded to bottom-of-the-funnel offers, such as a free trial.
Given that, generating leads that qualify your MQL and SQL criteria is a challenge for sales and marketing professionals. Following a few valuable tips, modifying your current approach for generating leads can help you overcome this challenge.
Avoid the Blind Spot During Lead Qualification
It is critical to recognize when a lead is ready to be passed on to sales. Companies frequently rely on whether or not the lead fits their ideal client profile. To some extent, this works. But as a result, they have a blind area that leads to incorrect lead qualifying.
If you just consider fit, you’ll know which leads are qualified but if they are ready to speak with salespeople. To completely understand the quality and sales readiness of your leads, your company requires a second lead scoring model. You may already be tracking your leads’ activity through website visits, email clicks, material downloads, and other engagements with your company. This is taken into consideration by behavioral lead scoring. But you won’t get the whole story. You’ll only get a taste of it since you’re only seeing what happens on your own website/materials.
Buyer Intent data assists you in avoiding this blind spot by showing whether a lead is ready to buy or needs more nurturing based on their engagement with different topics across the web. Even if the lead has not progressed all the way through your marketing and sales funnel, you can find warm, engaged leads instead of starting from scratch. Here’s a detailed article that explains how intent data shows you a clear path to qualify your leads.
Replace Cold Approach with Data-Driven Lead Generation
Not every lead turns into a sales opportunity, especially when sales and marketing are not in sync. For example, a marketing team may bring in more (low-quality) leads and send them to the sales team. The sales staff will become disheartened if they are unable to close them. This is due to both sides’ failure to fully use their data. Data-driven marketers are concerned with qualifying leads and optimizing sales possibilities rather than merely top-of-funnel lead acquisition.
Data is now readily available across organizations and departments. However, according to Forbes, 85% of B2B marketers still view lead generation as a difficulty. The problem most marketers face is how to leverage the data correctly to generate income, beginning with high-quality lead creation.
If you want to dive deeper, here’s an article where we have discussed the right data-driven model for lead generation.
Make Smart Use of LinkedIn for Lead Generation
LinkedIn is the de facto social networking site of choice for B2B lead generation, allowing you to identify and reach out to B2B buyers.
According to a LinkedIn report:
- There are over 630 million business professionals on LinkedIn.
- 100 million of those users are active daily.
- 63 million LinkedIn users are professionals with purchasing power.
However, you cannot just optimize your company page with some basic information, send out a few invites to connect, and expect the magic to happen.
Though LinkedIn allows you to InMail your prospects to start a discussion, there is a limit to how many InMails you may send. You are probably wasting your valuable time if you are making and re-crafting InMails that are not seen. Supplementing your InMail approach with solutions that allow you to export your prospect’s contact information from LinkedIn and contact them by email or phone is a fantastic method to start LinkedIn B2B lead gen.
While LinkedIn is an expensive platform for paid marketing campaigns, there are still tried and tested ways to reach your prospects faster by using LinkedIn as a starting point.
Generate Leads from Your Webinars
According to American Marketing Association research, webinars are used by 60% of marketers as part of their marketing plan. According to a Curata poll, 79% of purchasers are willing to provide their contact information in return for webinar access. However, all of the sales-ready leads do not rush forward at the moment you announce a webinar. Marketers must take a proactive approach to generate leads and sign-ups.
Webinars are a tried-and-true marketing approach that has been shown to produce new sales leads. But only if they are effectively implemented. Here are the top 10 strategies for generating leads from webinars and ensuring that you get the most out of the webinar work you put in.
Look for Only the Best Tools
There are several lead generation resources available to assist everyone in generating more leads and closing more transactions. The only difficulty is sorting through the large number of apps accessible. We spent hours selecting, narrowing down, and testing ten of the top lead-generating tools that you can utilize to grow your business and achieve the numbers in 2021.
You need to consider each type of lead generation tool with the criteria below.
It should just take a few hours to research and comprehend the lead generation strategy and tool you’ve chosen. Furthermore, it should not be intended to force you to reorganize your whole process.
You shouldn’t need a developer to get the most out of the tool you picked. This raises a big red flag. Setup should just take a few minutes.
Options for Integration
Another important consideration is whether or not the application is compatible with your marketing stack. Is it going to deliver lead data to your CRM or ESP without a hitch?
When it comes to purchasing software for your business, the cost is always a consideration. The cost of lead collecting software may be reduced to nothing if you know your ROI.
Identifying the right lead generation tool for your business is like searching for a needle in a haystack. We have listed 10 of the best lead generation tools B2B companies should consider.