Business-to-Business (B2B) sales are very much different from consumer and retail sales. The process of getting it can be more complicated than usual. Instead of dealing with individuals, you need to deal with heads of departments, a procurement authority, or someone who has the final say on transactions.
It can be a bit of a maze to navigate through B2B lead generation, but with this guide, you will be provided with everything you need to know about its services.
What is B2B lead generation?
In simpler terms, it refers to the identification of companies or businesses who could possibly garner interest in purchasing your business’s services or products.
Anything as simple as cold-calling directly to companies is already one of the acts of B2B lead generation services that you can do. Striking up a conversation with prospective buyers on LinkedIn or Twitter can also be counted as lead generation.
Now that you understand what it is, you also have to know that there are two different approaches to B2B lead generation: (1) inbound and (2) outbound.
First of all, inbound marketing involves organic methods to gain the attention of prospective customers. These inbound methods include:
- Search Engine Optimization
- Sponsoring Events
- Public relations activities
- Community activities
- Influencer outreach
- Word of mouth marketing
While the second approach, which is outbound, involves a market interruption to get a consumer’s attention. Examples of these are:
- Television, radio, or print ads
- Billboards, posters, and outdoor advertising materials
- Flyers and brochures
- Pop-ups on websites
- Cold-calling clients
Which B2B lead generation services can you use?
You can actually use several promotional channels that can drive traffic to your page and generate leads. The challenge here is how to know which kind of channel you should use to promote your page.
Below is an in-depth discussion comparing different kinds of B2B lead generation services that you can use.
Typically, content is one of the effective ways to guide consumers to your landing page. It must be useful and free. If they are delighted with the content that you have provided, they will most likely click your link and land on your page. With this, you have just achieved B2B lead generation.
Email is another great way to reach users who already have an idea about your brand or product. You can also have promos asking consumers to subscribe to your mailing list so that they can be included in your email blasts.
Usually, emails are more personal and can generate more B2B leads for you. Make an email that is compelling and catches the eye of your customers and their attention as well. Use Quick Lines to create personalized first lines.
3. Social Media
Social Media platforms can also be a useful B2B lead generation service in guiding followers to take an action on your page.
Here, you can also promote your latest product and services, and include a call-to-action on your caption. With Instagram stories, they also provide an additional feature to swipe up and lead your users to targeted URLs.
4. Product Trials
You can also make your product look less intimidating and create a connection with businesses by letting them try your product or service. Once a prospective company is using your products, you can try to entice them with more offers and encourage them to make the purchase. This is also an excellent practice to shape your branding.
5. Referral or Affiliate Marketing
Referral or affiliate marketing has proved to be a useful lead generation service since it gets your brand directly to more prospective customers. Since this service is a bit more personal, it can increase your chances of generating leads that will translate to purchases.
Referral or affiliate marketing also uses the word-of-mouth strategy. Studies from Nielsen, a renowned research company, show that consumers, especially B2B, value reviews and opinions of other people about a business.
6. Lead generation assets or tools
A successful B2B lead generation service has systems to organize and store their leads. This is where lead generation software tools come into the picture. To help you out, you can also use tools found on the internet.
Some of these are the following:
- CTA (Call-To-Action) templates: CTA templates provide various customizable templates in powerpoint that you can use on your blog and social media to guide users to your landing page.
- Lead generation software tools: HubSpot includes tools like lead capture and contact insights that will contain your contact database. Furthermore, it helps you create pop-ups that will in turn convert website visitors into leads at once.
Using the right B2B lead generation tools, you can generate leads that will translate to purchases in no time. Discussed in this article are the basics and is just the beginning to lay your foundations on B2B lead generation marketing. Keep on following this guide to have high-quality leads regularly for your business.