There is an element that occupies a fundamental position in both marketing strategies and sales processes: Lebanon Email Database the lead . This term is used to refer to the potential customer. So the more contacts you have, the more sales you can close.
So it’s not difficult to understand how important lead generation is for a company. In fact, this was proven in a study by the Content Marketing Institute . The survey revealed that generating leads is the most important goal for of B2B marketers surveyed.
It turns out that selling to companies is not as simple as selling to the final consumer. On the contrary, closing deals with them is complex and time-consuming. But it is possible to optimize this process even before the sales team takes action.
It all depends on a good job of generating B2B leads , as well as the qualification of these contacts. Do you want to improve this process.
What are B2B Leads
B2B (business to business) leads are the potential business customers you have in your database. This includes contact information, such as email and phone, of the people making the purchasing decision within those organizations.
We can even make a parallel with what happens in the B2C (business to consumer) market. Companies strive to get visitors to provide their contact details so they can nurture them.
Often, this nutrition is done through email marketing . When these people are ready to buy, the sales effort kicks in to get the lead to make the purchase.
When it comes to B2B leads, your business needs just that: a base of potential customers who can be driven to the purchase decision . The point is that, if the lead is business, things are not as simple as they usually are with a B2C audience.
For starters, business-oriented solutions are often very specific. That way, maybe your product or service is suitable for a not very large number of companies, which can limit the number of potential customers.
As soon as you find companies that might be interested in your solution, other difficulties start to arise. For example, who is going to make this purchase decision? Will this person depend on approval by a committee? When would be the best time to approach selling.
Given all this, it is clear that selling to the B2B audience is something quite complex . But this activity needs to be done well, as it will have a big impact on the business process.
If you can pass leads that have a good conversion potential to salespeople, it will optimize the team’s work, which means improving the ROI of the salesperson .
How to generate B2B leads
Since B2B lead generation is so important, how do you go about it? There is not just one way, so you need to assess what works best for your business. But we can already say that most likely Inbound Marketing can help you build a good base of potential customers.
One way to generate B2B leads is to actively prospect them. In fact, some businesses make a big mistake at this stage: they buy email lists. But this strategy sucks for several reasons.
For starters, it’s illegal, as your company cannot obtain and store data from a person without their consent. In fact, this was already a crime even before the arrival of the LGPD (General Data Protection Law).
As if that wasn’t enough, who guarantees that the contacts on this list will be interested in your solution? In addition to making it difficult for the sales team to work, they will still be able to report you for sending spam . It would damage your company’s reputation , wouldn’t it?
To prospect, you must first keep in mind who your company wants to sell to . What would be the profile of the ideal company? This involves defining, for example, its size, average sales and its area of operation. You can even analyze the customers that your company already has to draw a profile of those who give a good return.
Can your company offer any differential compared to competitors?
For cases where salespeople are going to move to potential customers, it is good that they have some support material, such as folders and catalogs. If the process is going to take place in the online environment, a well-thought-out presentation can help a lot with contacts via email.
Use the internet to search for companies. Social networks are a good place to do this type of research, especially LinkedIn . Business association websites can also provide useful information. Organize this data into a spreadsheet and use it to contact these companies.
During the conversation, remember that benefits are more important than features. Instead of focusing on providing technical specifications for the solution, the sales team should highlight how the product or service can solve the problems that company has.
Events
If your company is going to participate in a fair, invite customers who are already at your base and who are located in the region of the event .
Use email marketing to send this invitation and track which people clicked on the CTA (call to action) of the message. That way, you can send additional information and even invite the prospect to schedule a conversation with a consultant.
During the event, make available tablets or computers already open on specific landing pages . The objective is to make interested people request more information and receive the necessary attention at another time.
This strategy can be especially useful if your company is unable to bring a good number of salespeople or consultants to the event.
Also, keep in mind that many of the people attending the event will not be ready to close the deal. So, consider the possibility of offering a free ebook or course by asking for their contact details . In addition to a freebie like this to please the lead, it also helps guide them through the sales funnel .
When the event is over, create a nutrition flow to start guiding all these contacts through the shopping journey . Of course, this must take into account the complexities of the B2B audience, which may require calls at times.
Inbound Marketing
Inbound Marketing is an excellent way to increase your lead base. A study by Demand Metrics showed that it can generate three times more prospects than Outbound Marketing List Provider , although it costs less .
In addition, of marketers who use content to generate leads, said they were successful with the strategy. See this in the image below.
After all, content can attract people who make purchasing decisions within companies.
In a Digital Marketing strategy , ebooks are materials for generating leads , as the visitor needs to provide their contact details to access the content. But there are other ways to get this information.
One of them is the newsletter subscription . It is important that some blog articles invite the visitor to subscribe.
Another strategy is to use a WordPress plugin to display a message when the visitor moves the cursor towards the address bar in order to leave. In that box, you can offer an eBook or newsletter subscription.
Here are some ways to use your blog to generate leads. But how can these B2B leads be qualified, so that the sales team has more chances of success? We’ll talk about this next.
