How You Can Generate B2B Leads For Your Business

As a business owner in the modern world, you should understand how lead generation has evolved and how this essential multiple channel strategy fits into your marketing toolbox for generating demand and converting new clients. It does not matter how big or small your business is: lead generation is the single most important thing you can do to drive up revenue.

Whereas traditional marketing methods such as mass emails used to be sufficient to attract customers, the increased competition and availability of information is making it more difficult for businesses to reach and interact with potential clients.

Business to business, or B2B lead generation differs somewhat from standard B2C lead generation. Many businesses outsource this task, employing the services of a lead generation company that will undertake tasks such as collating the data and appointment setting. Of course, if you are just starting out, this may be out of your budget so here, we will look at how you can generate B2B leads for your small business.

What is B2B lead generation?

Lead generation entails scouring the internet through sources for useful business data such as names, titles, business phone numbers, and other pertinent information regarding the company that you are targeting, and then contacting and engaging with potential clients with this information. When it comes to B2B lead generation, quantity is important; the more information that you can gather, the more would-be clients you can contact. The more information you have about a company, the more personalized the lead generation strategy is – and the higher the chances of success.

You are not hunting for personal information

Let us get something straight here: you are not collecting personal information from Facebook to go and harass and stalk a potential lead. That is the quickest way to find yourself with a restraining order and a terrible reputation. No, the information you are collating and using is that which is pertinent to the business and widely available in the public domain.

Lead data is based on business information. You want to find information on any services and tools they use to run their business, their achievements, any businesses they collaborate with, and so on. Generally, this information is available in the public domain. When carrying out lead generation, you (or your lead generation partner) need to soft through this and decide what is relevant for you.

The most obvious place to look for information is on the business’ website. Check out the ‘about us’ page and the contact information as well as the latest news and their blogs. If you can show a potential lead that you have taken the time to do your research rather than just dive in with a sales pitch about a product or service that is irrelevant to them, you are much more likely to achieve success.

You need to remain professional and business-like

When engaging in B2C lead generation, you can afford to be a little less formal. However, when it comes to B2B lead generation, professionalism is absolutely vital. Of course, it goes without saying that you should be friendly and avoid any stuffiness, but save the cracking of jokes and small talk until you have built up a relationship with them. Start off being strictly business-like and professional, staying on the subject and not making assumptions. Remember, the information you have generated about them is their corporate information and you are going to be making contact with them during their work time. They do not want to be distracted.

Quality matters

Up above, we said that quantity is important when it comes to B2B lead generation and that still stands. However, the quality of your lead generation offerings also is important. In business-to-business marketing, productive relationships are highly valued. You’re looking for situations that are gainful, mutually beneficial, and that both businesses come out the other end happy with. Customer retention and long-term collaboration add value. As a result, when reviewing your sales lead lists, you must be confident that you’re targeting the potentials who are most likely to invest in your services and select you as their ideal provider of services or goods.

Email marketing and outreach

Email marketing is still one of the most effective and reliable methods of generating leads. According to statistics, 59 percent of marketers believe that email is their most effective channel for increasing revenue. Every day, more than 205 billion emails are sent and received, and more than 80 percent of users check their emails at least once a day. This means you have a good chance of being noticed and a clear spot to influence their decision.

Email marketing is essential for both the generation and nurturing of prospective leads. To influence customers, you can collect customer information, analyze behavior with customer relationship software, and send effective personalized content. You can also send cold emails to prospective clients without spamming them, as long as you use the right pitch. You need to think carefully about the content you are sending and ensure that you have your subject header spot on. This avoids it being sent straight to the trash folder or even worse, being marked as spam and not getting in the inbox at all.

Social media

There is no denying that we live in an age where social media dominates almost every aspect of our lives, and that rings true for B2B lead generation too. More than half of the world now uses social media, with the average person spending up to three hours per day on social media. Over half of consumers also use social media to learn about products or services. This has been further exaggerated by the COVID pandemic, as people have been restricted as to where they can physically go. Evidently, social media is where your leads spend the majority of their time. As a result, it only makes sense to focus your marketing efforts on the channels where they can be found. LinkedIn has been found to be the most effective for B2B businesses, with over 600 million users worldwide. Aside from that, Facebook, Instagram, and Twitter are widely used.


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