B2B Lead Generation

באנר B2B

B2B lead generation: Winning the hearts and minds of your potential customers

Lead generation is key to B2B marketing. Capturing data of potential customers is only the first step towards successful B2B lead generation. You also need to ensure you capture the right leads, and then “warm” them towards buying. How do you build the right process for successful lead generation and lead nurturing?

Our Methodology

Market Research

The key to success: Thorough market & competitor analysis

Marketing Mix

Choosing the most effective marketing channels for reaching the campaign goals

Campaign Building

Precise targeting and emphasizing the unique value proposition (UVP)

Data Analysis

Advanced use of analytical tools promoting real time conclusions

Optimization

Constantly improving the campaign based on the lead quality

Selling more through generating, qualifying and nurturing leads

  • Define accurately your potential buyers – your target audience
  • Find the right channels and tactics in which you can capture leads
  • Have a process in place in which you nurture your leads until they are ready to buy

 

Looking to understand which channels are most appropriate for your lead generation? Visit B2B marketing.

B2B lead generation: The core goal of your marketing strategy

Generating leads is the first step towards generating sales. When planning your marketing strategy and defining your marketing mix, you need to keep this goal in mind. Unlike in the B2C world, the complexity of selling and marketing in the B2B world requires a careful planning of your lead generation process. In fact, most B2B marketers claim that lead generation is their biggest challenge.

 

Since in B2B the products and services are complex, and the pricing varies, it requires the lead generation messaging to be tailored and varied as well – with different messaging and different channels for different target audiences. And, the long buying cycle – that can take months and even years for some B2B products – implies that capturing data of potential buyers is only the first step towards driving sales. You then need to invest time and effort in “warming” these leads and get them ready to buy – a process referred to as lead nurturing.

The first steps to building a lead generation machine

Assuming you already have in place a B2B marketing strategy – your target audience defined, your value proposition crystallized and tailored for different audiences and different stages of the buying cycle – you are now ready to design your lead generation process, starting with picking the right channels that can generate leads for you. A few things to keep in mind when preparing your B2B lead generation channels mix:

 

  • The quality matters more than quantity. You are better off with less leads, if they are the ones that are more likely to buy. Define a qualification process as part of your lead generation.
  • Don’t bet on one channel only. Always find the right balance between different marketing channels to be able to optimize results and reduce costs.
  • Lead generation in B2B takes awhile, so don’t expect great results over night. You need to be patient and let your campaigns optimize over time.
  • Have a very clear measurement and evaluation process. Define goals early in the process – not only for your leads, also for your channels
  • Start small. Do smaller test campaigns first, before betting big on a channel.

Using online channels for B2B lead generation

Online marketing has made lead generation in the world of B2B much more effective. In the old day, you needed to engage face-to-face just to be able to generate leads. Today, instead of flying a whole crew to a tradeshow, you can engage with your target audience in different online channels.

 

Why is online a perfect fit for lead generation?

  • You can locate decision makers in specific industries and companies
  • You can easily tailor your lead generation efforts to fit different target audiences
  • Your marketing channels never stop working for you – in all hours, and all time zones
  • You can easily network with potential buyers online
  • You can grow your professional network online much faster than any other way

Which online channels should you consider for best lead generation?

While many online channels support your lead generation process, some channels will be more effective in generating awareness rather then generating leads. For example, your Facebook company page may generate leads over time, but it would serve as a great exposure and awareness tool from day one.

 

When evaluating your marketing goals and your marketing mix, be very precise, which would help you pick the right channels for the right goal. For lead generation, Linkedin has proven to be one of the most successful lead generation tools, mostly because its remarkable targeting capabilities. Linkedin marketing should play a key role in your lead generation strategy – starting with your Linkedin personal profile, your Linkedin company profile page, and Linkedin ads.

 

Content marketing is also highly recommended as a lead generation tactics: Over 70% of marketers use content marketing for lead generation, where webinars and whitepapers have proven to be most successful . Online advertising channels are also highly recommended for lead generation.

B2B lead nurturing: Driving your leads up the sales funnel

Today, potential customers have access to products and solutions, and can compare different solutions, products, and pricing on their own, without the company or sales person being involved. This requires B2B companies to take a different approach to sales.

 

In this new world, lead nurture is what drives leads up the sales final. So, even if you designed a successful lead generation process, you have a long way to go to be able to convince your leads to buy. Some of them are not ready to buy, they are just evaluating different options, or even just starting to educate themselves about a product. Some are higher up the sales funnel, and are considering a purchase. Each type of a lead needs to be labeled and identified, and then nurtured until it is ready to buy.

 

Lead nurture processes vary depending on the industry, the customer profile, and its role within the company. Once lead generation captures large quantity of leads, it can be supported and streamlined by marketing automation software. We advise that you design your lead nurture process when creating your lead generation.