B2B Lead Generation Strategy for Your Product
B2B lead generation is no walk in the park. At least, that’s what 68% of B2B marketers seem to agree with. Not only do you have to navigate the cut-throat competition, but you must be innovative enough to grab the audience’s attention and prove your value to them.
However, establishing a pipeline of qualified leads is how you maintain steady business growth. And it all starts with a robust lead generation strategy. In this blog, we’ll discuss what lead generation is and the strategies you can take up to achieve your goals.
What is B2B Lead Generation?
B2B lead generation is the process of identifying and attracting qualified prospects to your business and nurturing these leads with the ultimate goal of converting them into paying customers.
The success of your B2B lead generation campaigns relies heavily on the combined efforts of the sales and marketing teams, who work to fill the top of the sales funnel through demand generation tactics.
Lead generation is the next natural step to the B2B demand generation function. The latter helps boost brand awareness and increase interest in your business, followed by collecting contact information and nurturing leads through lead generation.
How to Build a Seamless B2B Lead Generation Process
For successful lead generation for B2B sales, you need a comprehensive understanding of your target audience to build ideal customer profiles. Accurate ICPs and buyer personas will guide your lead generation efforts where you focus only on high-quality leads.
Here’s what your B2B lead generation process should look like-
Step 1: Identify Your Ideal Customers
To know who your ideal customers are, start by using your best customers as a guide. Conduct thorough research using web traffic or sales statistics and analyze the demographics. Perhaps your best customers belong to a particular industry. Or maybe they are located in a specific location.
Understanding these demographics will help you get an idea of the type of customers that are most likely to invest in your product or service.
Step 2: Define Ideal Customer Characteristics
In this step, it’s time to study other common characteristics to define your ideal customer profile. Include basic information like location, company size, revenue, and so on. Get answers to questions like-
- What technology is your ideal customer currently using?
- What are their biggest challenges?
- What are their business goals?
- What motivates them to make a purchase decision?
Step 3: Create Buyer Personas
Once you’ve got a hold of your ideal customer profile, build accurate buyer personas to know who will most likely be a part of the sales process. Connect with the sales team and review your existing customers, prospects, and contact database, who might line up with your target audience. Further, identify the following information-
- The various stakeholders and final decision-makers
- Job title of the person
- Responsibilities
- Constraints of the decision-makers
- Find out who they report to
- Type of content they consume
This will help you pin down accurate buyer personas to launch focused B2B lead generation campaigns.
Step 4: Leverage Targeted B2B Lead Generation Strategies
With your ideal customer profile and buyer personas finalized, it’s time to take up the best B2B lead generation strategies tailored to target the right accounts and grow your sales pipeline.
Here are the best B2B lead generation platforms and strategies that work.
1. Create Top-Tier Content
The content you publish regularly goes a long way in generating qualified leads for the business. How do we know? Well, B2B companies creating regular content generate 67% more leads than those who don’t.
Given how your audience has access to tons of content online, creating engaging content that addresses their needs and pain points can help boost brand awareness, maximize your reach and take you one step closer to signing the deal.
2. Generate Valuable Lead Magnets
A lead magnet is any valuable resource you can offer in exchange for helpful lead information like their phone number or email address. But to create an effective lead magnet, surface-level content already available on your blogs won’t cut it. Dig deeper and share high-value content focused on the specific challenges of customers in the form of:
- In-depth guides
- Case studies
- Extensive how-tos
- Resource libraries
- Templates
3. Automate Email Campaigns
For most B2B marketers, email marketing is most likely their top strategy for lead generation. Now it’s time to take it one step further with automation. With automation, you no longer have to spend hours sending emails to reach your leads.
Instead, you can trigger personalized emails when a lead takes a specific action. For instance, a welcome email to new sign-ups or an email with product information when a lead downloads an ebook from the website.
4. Expand Your Social Media Presence
When it comes to high-value B2B lead generation, a solid social media presence can work in your favour. And if you want to connect with industry experts and generate relevant leads, LinkedIn is the place to be.
Create an impressive LinkedIn presence – create, share, and engage with unique content that focuses on your target audience. Leverage LinkedIn ads, add images, videos, and other interactive content to connect and build strong relationships with other businesses.
5. Use Social Proof to Earn Trust
Any B2B purchase typically involves numerous stakeholders and months of consideration before the final decision. So the more proof you can offer them, the easier it will be to build trust.
Including social proof like customer testimonials and case studies in your lead generation content or website will present you as an intelligent choice and increase your B2B lead generation conversion rates.
Grow More with Robust B2B Lead Generation Strategies
For your B2B lead generation campaign to succeed, you need to focus on two goals – accurately identifying your ideal customer and building trust. It might be challenging, but the right tactics combined with a clear understanding of your target audience can set you up for a win.
