Back to the Basics of B2B Lead Gen

[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]Luckily for sales teams, there are more options for lead generation than ever before. Gone are the days of the door-to-door salesman as omnichannel digital marketing takes over. B2B strategies will always be evergreen (staying relevant) so ensuring your business is well-equipped is critical to driving revenue.

Rapid-growth organizations have their B2B lead gen strategies down. Let’s get back to basics. The following are some simple lead generation best practices to help a business improve upon their sales strategies.

Outreach

One of the simplest ways to gather leads is through outreach campaigns. It’s not only an effective method to generate sales, it’s a more personalized one. The hardest part about modern outreach is lead prospecting. It’s tough to get peoples’ attention. Prospecting can include some of the following activities:

  • Data scraping
  • Mining data
  • Purchasing lists
  • Manual prospecting

Manual prospecting will get you the highest quality leads, but often produces the lowest volume of lists. However, it still generates better leads than scraping data from a site. 

The best approach for lead prospecting is a combination of manual prospecting (i.e. sending emails to leads you have connected with), scraping, and mining. Creating several touch points in your campaign is important because leads rarely convert the first time you reach out.

Setting up Your Funnel

Another form of B2B lead generation is creating a funnel to move prospects through your process. There are many ways to do this, but every funnel should always include the following components:

Content with CTA

In order to get a person’s information, you must exchange something of value. Create gated content that specifically addresses a consumer’s pain points. Then request their information to further assist. Content with a call-to-action (CTA) is what is required here.

Landing pages are a great form of content that creates value for consumers while also promoting your brand. Make sure your landing page is optimized with a clear value proposition for the best results. It should also include testimonials, your logo, relevant links, and benefit-based language that addresses how your product/service can apply to consumer concerns.[/vc_column_text][/vc_column][/vc_row][vc_row type=”full_width_background” full_screen_row_position=”middle” bg_color=”#ffb700″ scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_cta btn_style=”material” heading_tag=”h3″ text_color=”#175d9e” link_type=”regular” alignment=”left” text=”Want to discuss sales outreach?” link_text=”Request Info” url=”https://sparkoutbound.com/services/sales-outreach/sales-outreach-request-form/”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” top_padding=”5″ overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]

Automation

Leads must also be nurtured and the easiest way to do so is through marketing automation. An email lead nurturing sequence (also called a drip campaign) will ensure you are paying attention to everyone with the most relevant content. These campaigns should contain content like:

  • An intro to your business and brand
  • Blog posts
  • Videos
  • Actionable advice
  • Suggestions
  • Very strong calls to action

Fewer than 10% of leads convert on the first touch, so this type of lead generation is critical to engage modern consumers. Lead response time is also important. Each sequence should contain at least five to seven touches over the course of 30 days.

Relevant Tools

Creating interactive content will draw leads in even further. Especially if you develop a useful tool they can apply to their jobs. One example would be creating a mortgage calculator to draw in a real estate audience. Other sites have offered tools like free email trackers to build metrics for sales and marketing teams.

Tools help your potential customers solve a problem. It sparks a greater sense of interest and trust in your brand. This also gives you the opportunity to collect their data in exchange for utilizing the technology.

Paid Ads

When Facebook changed its algorithm, it became increasingly difficult for brands to reach an audience without paying. Thankfully, they only charge a few dollars to promote your content. Driving paid traffic is typically a scalable and predictable strategy. LinkedIn and search engine ads (like Google or Bing) also tend to build traffic on a website.

LinkedIn is a great channel for lead generation because of their focused targeting and audience segmentation. This includes benefits like:

  • Native ad formats
  • Sponsored content ads
  • InMail inbox campaigns
  • Native lead generation templates and forms
  • Banner ads

The social media site is set up for business so the fact they offer such extensive options for lead generation shouldn’t come as a huge surprise.

Search engine ads work by targeting keywords related to your business. When people enter these into a search engine looking for a solution, your brand will pop-up. These ads can get somewhat expensive, so it’s important to have all of your gated and website content up-to-par before purchasing. That means monitoring the conversion rates.

No matter what type of strategy you choose, it’s important to collect analytics to gauge all of your lead generation efforts. This includes when you first begin, so you can measure your success. By setting up a funnel, working with automation, and creating relevant content, your leads will start pouring in.[/vc_column_text][/vc_column][/vc_row]