Updated: Aug 24, 2022
Here's the thing: lead generation is one of the most difficult tasks that B2B businesses encounter.
61 percent of marketers stated that generating traffic and leads is their most difficult task.
But there is some good news. You'll have a consistent supply of leads and clients if you handle lead generation properly.
If you get it wrong, you'll squander your marketing budget, time, and energy attempting to convert the wrong people.
Before we go into our lead generating strategy, let's go over the fundamentals.
What is lead generation?
Lead generation is the process of attracting and converting people who are interested in your product or service. The first step in the lead generation process is determining what constitutes a lead for your unique firm.
What exactly is a lead?
A lead is a contact who shows interest in your product or service but is not yet ready to buy. As already said, who is deemed a lead varies depending on your sector, organisation, and ideal consumer.
A lead might be a person who:
· Signs up for your email newsletter
· Visits your website and downloads a white paper
· Requests a demo of your technology
· Contacts sales
· Views your price page
There are also several varieties of leads. A highly qualified lead, for example, is someone who has demonstrated a strong desire to buy, such as a lead who signs up for a demo.
Less-qualified leads, such as those that download a buyer's guide, are early in the purchasing process. They are currently looking at their choices.
What is the distinction between a lead and a prospect?
A lead is a potential customer who must be qualified before becoming a prospect. A prospect is a member of your target audience who is nearly ready to convert.
This distinction is important because leads and prospects are treated differently; a lead may want more material to comprehend the significance of what you give, but a prospect must understand why your solution is suited for them.
It is critical for your business to define leads.
Because not all businesses provide the same product or service, target the same demographic, or utilise the same sales process, not all businesses define leads the same way.
At Sales Fundas, for example, our leads include startup founders, business owners, Business heads, and CEOs from big B2B firms eager to scale up their existing sales revenue or build a high performing sales operation from the start.
A firm selling sportswear items (track pants, shoes, socks etc.), on the other hand, may describe a lead as someone who likes their Facebook or Instagram post and falls into their target demographic.
One Facebook like, on the other hand, is not enough if you offer business software. Someone who is on your email list interacts with your LinkedIn updates and has viewed your price page would be the ideal lead.
How to generate B2B leads for your business?
Now that we've covered the fundamentals, let's take a look at some lead generating tactics that your marketing team may put to use.
Keep in mind that not all lead generation tactics are appropriate for every sort of organisation. Concentrate on testing tactics that provide value to the clients that naturally emphasize your solutions.
The average webinar conversion rate, according to a study, is 55%. For an hour or two of your time, that's a good conversion rate.
Webinars are effective because they allow you to provide highly focused material to the most qualified leads. For example, if you sell video conferencing software, a webinar about how your AV solutions boost productivity can attract prospects who are more likely to convert.
Spend money on content marketing.
The information you share should assist consumers with inquiries and issues that are linked to your solution. For example, if your service, like Sales Fundas, assists a startup founder in building sales operations, you might build a lead generation tutorial (like this one)!
Provide a downloadable asset
After you've begun attracting organic traffic to your content, the process of lead generation begins.
A lead magnet is required to convert visitors into leads. That is, a gated piece of material, such as an eBook or webinar, that answers an issue.
The lead magnet should add value to the initial piece of material that your visitor has absorbed.
Make sure to include qualifying questions in your lead magnets form, such as the reader's industry or job title, so you can target them more effectively afterwards.
The technique of leveraging social media sites (such as LinkedIn) to close business is known as social selling. However, it can also aid in lead generation. Sales reps may position themselves as industry experts by being active on social media (particularly in groups where your target consumer hangs out!).
As a consequence, the leads will find their way to you.
A few industry articles will not generate a flood of leads. Instead, sales teams must concentrate on giving relevant information and establishing genuine connections.
Use a website identification tool.
The majority of lead generating tactics rely on marketing. Creating lead magnets, content marketing, and even SEO all rely on marketing to funnel leads your way.
On the other hand, a website identification tool provides sales teams with immediate access to the leads that visit your company's website.
This tool informs you which firms visit your website and what they do when they do, such as which pages they see and how long they stay on each page.
You may also utilise custom feeds to filter buyer intent data, allowing you to focus on only the most qualified prospects.
P.S. You may also have leads that fulfil specified criteria delivered directly to your mailbox.
Provide a free trial
You wouldn't purchase a car without first taking it for a test drive, would you?
The same may be said about software and tools. Most businesses won't be able to properly comprehend the value you provide unless they put it to the test.
Offering a free trial draw leads and aids in their qualification.
To better understand who, they are, ask them questions about their business, the obstacles they encounter, and other facts.
Use the live chat to your advantage
Chat tools are an excellent approach to assist visitors in resolving their problems and inquiries, reducing friction and drop-out rates in your lead generating funnel. 42 percent of individuals prefer to communicate with a firm through social media.
Site chat, in addition to being an excellent customer support tool, is a great approach to acquiring leads more conversationally.
Looking to set up your B2B lead generation system in place?
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