B2B Lead Generation: More Enquiries, More Sales

Lead generation is the function of marketing. It is the point of marketing, and if you’re marketing isn’t generating enough leads then it’s not working properly.

In any competitive environment it’s difficult to stand out. Customers have many options when looking for a partner from an established manufacturing behemoth, to a upstart disruptor that’s consuming market share. The competition is large, varied, and fierce.

B2B lead generation (specifically new, inbound enquiries but also applicable to existing customers though this tends to be more sales related) is the process of moving B2B decision makers from ‘unaware’ to ‘sold and serving’.

• Some of your potential customers may be unaware they even have a problem
• Some are aware of the problem, but unaware a solution exists
• Some are actively looking for a solution, but can’t find you
• Some have already purchased from your competitors

B2B lead gen is designed to make sure you’re on the buyers’ short list every time using a mix of strategies and processes which attract and convert potential business clients into sales qualified leads. It’s a tricky task, as the journey to from buyer to client is rarely direct, so understanding how to apply B2B marketing strategies to effectively generate leads is crucial for any business looking to increase their sales pipeline and achieve higher conversion rates. It’s also why most manufacturers, construction companies, and engineers use an external agency to tailor their marketing to better meet the needs of their business and engage their target audience with more meaningful connections.

This article looks at the overall approach of B2B marketing to lead generation, covering aspects from understanding the basic principles to implementing both online and offline strategies for maximum impact. We explore why B2B lead generation is so critical, and the importance of good creative in making your lead generation campaigns stand out.

Whether you’re looking to refine your current practices, build a robust B2B lead generation framework from the ground up, or simply look at the industry’s best practices, this overview is a good starting point offering valuable insights and practical steps to help you generate B2B leads more effectively.

More leads = more sales.

B2B lead generation is the strategic process of identifying and cultivating potential customers for your business products and services. By implementing various marketing strategies, you aim to convert these prospects into customers who make purchases, thereby driving your business’s growth and revenue. Unlike B2C marketing, which targets individual consumers, B2B lead generation focuses on attracting and converting other businesses. This process involves both inbound and outbound marketing platforms, where inbound methods like social media, pay per click, and search engines tend to generate leads with shorter sales cycles and higher conversion rates. Conversely, outbound methods, including cold calls and email prospecting, often require more nurturing and engagement, leading to longer sales cycles.

The single biggest difference between B2B and B2C is the number of decision makers. As a consumer, buying decisions are likely to be governed by 1 or 2 people, from chocolate bars to houses, the decision-making unit is quite small. In B2b that Decision Making Unit (DMU) rapidly expands with decisions often involving several, highly educated people, each with their own agenda and set of requirements. As such, B2B lead generation requires a more complex, nuanced approach as it targets organisations and decision-makers within those DMUs. This often involves a longer sales cycle and a need for personalised marketing strategies to build trust and establish relationships. In contrast, B2C focuses on quicker, transaction-based interactions with individual consumers, emphasising attractive advertising and direct promotions to spur immediate purchases.

In B2B scenarios, the lead generation process is not just about generating any leads but about finding sales qualified leads (SQLs) that are likely to convert into loyal customers. This involves a deeper understanding of the businesses’ needs and offering solutions that align with their objectives, which is a stark contrast to the more general approach used in B2C settings.

Furthermore, the platforms used for lead generation in B2B contexts differ, with LinkedIn being a prime channel due to its ability to connect directly with business owners and key decision-makers. This targeted approach ensures that the marketing efforts are seen by individuals who have the authority to make purchasing decisions, thereby increasing the effectiveness of the lead generation efforts.

By understanding these distinctions and tailoring strategies accordingly, your business can more effectively engage with potential clients, build meaningful relationships, and ultimately, secure more sales and enhance business growth.

Targeting the right people is efficient, cost effective, and reliable. Targeting the wrong people wastes money, time, and reduces the reputation of marketing within the business. B2B companies that can pinpoint their target market effectively, providing insights into market dynamics, trends, and competitive landscapes are likely to be more successful in the long term. This precision in lead generation and marketing ensures appropriate resource allocation in terms of creativity, media planning, and events. Creating detailed customer profiles and buyer personas helps businesses tailor their marketing strategies, enhancing the efficiency of efforts and maximising ROI by directing attention toward segments most likely to convert.

Lead nurturing is integral to maintaining a connection with potential customers at every stage of the sales cycle. By listening to the needs of your prospects and communicating solutions, you build trust and encourage conversions. Effective lead nurturing involves targeted content and a solid plan, which can generate 50% more sales-ready leads at a 33% lower cost. Personalisation and timely communication through emails or webinars help in moving prospects down the sales funnel, ultimately leading to increased business conversions.

For B2B companies, entering new markets requires a deep understanding of potential customers and their evolving needs. In a market where your brand has little to no value (consider IBM opening a chain of Beach Resorts for example) lead generation can be made harder by the established reputation of IBM for computing. The modern marketing team can bring together a combination of research, experience, data modelling, and business development to establish new strategies that capitalise on emerging opportunities. This approach brings creativity and logic together to make good business decisions made by people and supported by data.

Efficiency is paramount in B2B sales, where creating and pitching complex offers demands significant effort from sales departments. B2B lead generation services play a crucial role in reducing this effort by identifying ideal customer profiles and supporting the discovery of untapped customers. This not only streamlines the sales process but also ensures a steady stream of qualified leads, which are essential for maintaining a healthy sales pipeline and ultimately driving revenue growth.

B2B marketing is often considered boring and there’s good reason for that. The B2B buyer needs to understand more about the product so advertising campaigns must communicate the product and it’s specs. However, creativity is not just an option; it’s a necessity if you want to stand out from the crowd in a challenging market. System1’s research highlights a concerning trend where over 66% of B2B ads scored just 1 star on a five-point scale for likeability and brand recognition, indicating that most B2B ads are forgettable and fail to make a lasting impact. Embracing creativity in your advertising campaigns is crucial to capture the attention of your target audience. By incorporating engaging, fun, and creative elements, you differentiate your brand from competitors and grab the attention that drives deeper engagement.

The ability to be memorable in your marketing efforts is pivotal. Research demonstrates that memorable marketing not only creates a lasting impression but also significantly boosts brand awareness and recall. For example, the MailChimp campaign utilised humour and unique content variations to enhance brand recall effectively. This approach not only captured attention but also cleverly led the audience back to MailChimp, demonstrating the power of creativity in making your brand stick in the minds of potential clients. Your marketing should not just inform but also resonate, allowing your audience to see the real-life applications and benefits of your offerings, making your brand hard to forget.

Creating a likable brand goes beyond just aesthetics; it’s about forging a connection with your audience. System1’s findings underscore the direct link between an ad’s likeability and sales growth. Moreover, the rise of millennial decision-makers in B2B markets calls for brands that are not only competent but also emotionally appealing. These decision-makers prefer brands that are authentic and personable rather than overly corporate. Strategies like using conversational language, showcasing brand personality, and employing storytelling can significantly enhance your brand’s likeability, fostering trust, advocacy, and loyalty.

In conclusion, the importance of good creative in B2B lead generation cannot be overstated. By ensuring your ads are not only seen but also liked and remembered, you pave the way for deeper connections with potential clients and, ultimately, more successful conversions. Remember, creativity is the key to not only capturing attention but also building lasting relationships that drive business growth.

Content marketing plays a pivotal role in B2B lead generation by positioning your brand as a thought leader and solving the pressing problems of your target audience. It’s most effective when a potential buyer goes searching for a solution and finds your content. A well-crafted content marketing strategy guides what types of content to create, where to publish it, and how to measure its success. Popular content types include informative blog posts, engaging videos, detailed case studies, and comprehensive guides like eBooks or whitepapers. These materials not only attract potential customers but also foster brand loyalty and engagement, which are crucial in the B2B sector.

Email marketing remains a cornerstone of B2B lead generation strategies. To maximise its effectiveness, start by segmenting your audience to tailor messages more precisely. Automation can double your lead generation efforts by sending targeted messages based on user behaviour. Moreover, focusing on pain points rather than your company’s features, and providing value through rich content like testimonials or upcoming webinars, can significantly enhance engagement and conversion rates.

Despite the digital age, print advertising retains its value in the B2B realm, especially when integrated with other marketing channels. Creating direct response print ads that are simple, focused, and feature a strong call-to-action can lead to a high return on investment. Ensure your print ads stand out by addressing a single customer pain point and using high-quality design to reinforce your brand identity. Additionally, leveraging these ads across various media enhances their effectiveness and ensures consistency in your messaging.

By implementing these strategies, you can enhance your B2B lead generation efforts, ensuring a steady pipeline of qualified leads ready to be nurtured into valuable customers.

In the realm of B2B lead generation, content marketing stands as a pivotal strategy, influencing how potential clients perceive your expertise and trustworthiness. By producing high-value content, such as eBooks, webinars, and detailed blog posts, you establish credibility and encourage visitors to convert into high-quality leads. The effectiveness of this approach hinges on optimising your lead bait, which includes gated content that captures and converts incoming traffic. Additionally, your core content, which often serves as the initial touchpoint for visitors on platforms like Google or social media, draws more views to your lead bait, enhancing lead collection. Promotional efforts, including social media posts and email outreach, play a crucial role in directing traffic back to your core content, thus amplifying your lead generation results.

PPC (Pay-Per-Click) advertising is a robust tool in the B2B sector, offering precise targeting and immediate results. Initiating a successful B2B PPC campaign involves defining clear goals and understanding your target audience’s demographics and pain points, which allows for the creation of highly targeted ads. Using platforms like Google Ads, you can implement strategies such as using long-tail keywords, creating compelling ad copy, and designing optimised landing pages to enhance conversion rates. Regular monitoring and optimisation of your campaigns are essential to maintain effectiveness and ROI.

Social media platforms like LinkedIn and Facebook also provide valuable opportunities for connecting with potential clients. By sharing content that aligns with your audience’s values and interests, you can build trust and engagement, which are critical for converting leads into customers. For instance, championing causes important to your target market can differentiate your brand from competitors. Moreover, leveraging the power of social media for promotional content helps in maintaining visibility and engagement with your potential B2B clients, ensuring that your brand remains top-of-mind.

By integrating these online tactics, you can significantly enhance your ability to generate and nurture leads, ultimately leading to increased sales and business growth.

To optimise your B2B lead generation process, begin by testing and prototyping your messaging. Message testing is crucial as it reveals the strengths and weaknesses of your campaign, allowing you to tailor your efforts more effectively. By engaging in this practice, you can ensure that your headlines clearly convey your message, your calls to action are prominent, and your brand and offerings are well understood after visitors scroll through your website. This approach not only enhances engagement but also drives conversions by aligning your messaging with the needs and preferences of your target audience.

Creating effective follow-up plans is essential in maintaining engagement with your leads. An efficient sales follow-up strategy demonstrates your commitment to customer satisfaction and provides an opportunity to receive direct feedback from leads, which can guide further optimisation of your sales process. Utilise email as a primary follow-up tool, as it remains the preferred method of communication for business professionals. Incorporating content such as videos in your emails can significantly increase engagement rates, making your follow-up efforts more impactful.

Measuring the success of your lead generation efforts is vital for continuous improvement. Focus on lead conversion rates to gauge the effectiveness of your strategies. This metric not only reflects the success of converting leads into customers but also helps in optimising your marketing efforts based on data-driven insights. Additionally, track your sales velocity to identify any potential bottlenecks in your sales pipeline and make necessary adjustments to enhance the overall efficiency of your lead generation process.

By implementing these strategies, you actively refine your B2B lead generation process, ensuring a higher quality of leads and improving your conversion rates, ultimately leading to increased sales and business growth.

In B2B lead generation, marketing automation plays a pivotal role by streamlining the processes of capturing, scoring, and nurturing leads. Automation tools such as HubSpot, Marketo, and Mailchimp facilitate the creation of targeted campaigns that engage potential customers through customised content. These platforms automate repetitive tasks like email marketing, social media posting, and lead scoring, significantly enhancing efficiency and lead quality. For instance, using Wisepops on your website allows you to deploy targeted campaigns directly to your audience, enhancing engagement and conversion rates.

Customer Relationship Management (CRM) systems are crucial for managing interactions with current and potential customers. Systems like HubSpot CRM and Salesforce integrate seamlessly with marketing efforts, providing a unified platform to track and nurture leads throughout the sales process. These systems offer features such as lead tracking, pipeline management, and detailed analytics, which are essential for maintaining organised and effective B2B lead generation strategies. For example, HubSpot CRM’s ability to manage various aspects of marketing and sales from a single interface simplifies processes and enhances team collaboration.

Analytic tools are indispensable in the assessment and optimisation of B2B lead generation strategies. They provide insights into customer behaviour, campaign performance, and overall marketing effectiveness. Tools like Google Analytics and specialised CRM analytics help businesses understand which strategies are working and which areas need improvement. By analysing data, companies can fine-tune their marketing efforts to better target potential clients and increase conversion rates. Marketing analytics tools enable businesses to create more personalised and effective marketing campaigns that resonate with their audience.

Artificial Intelligence (AI) is transforming B2B lead generation by automating complex processes and providing deeper insights into customer behaviour. AI technologies such as chatbots, predictive analytics, and AI-driven CRM systems enhance interactions with leads by offering timely and relevant responses, thus improving user engagement and satisfaction. AI also aids in lead scoring by analysing vast amounts of data to identify the most promising leads based on their likelihood to convert. This targeted approach ensures that marketing efforts are concentrated on leads that are most likely to result in sales, thereby increasing efficiency and ROI.

By leveraging these technological advancements, your business can enhance its B2B lead generation efforts, leading to more effective marketing strategies and increased sales.

The truth is, it depends but there are several questions you can consider to help identify your next steps: Does your audience know who your are? Does your audience talk to you? Does your audience buy from you? Does your customer buy from you more than once? Your strategy depends on which question you answered ‘no’ to.

In B2B sales, lead generation refers to the process of identifying and attracting potential buyers for your products or services. Sales and marketing teams implement various strategies to generate interest among these prospects and guide them into the sales funnel.

Generating enquiries in sales can be achieved through several strategies including cold calling, despite some sales reps’ reluctance, cold emailing, social selling, LinkedIn outreach, engaging with customers post-sale, and outsourcing sales efforts.

B2B lead generation is crucial as it helps companies improve the quality and quantity of their leads, provides access to specialised knowledge and skills, and allows internal resources to focus on other core business activities.

Through exploring the vast landscape of B2B lead generation, we’ve looked at the essence of attracting and converting business clients to fuel business growth. We’ve covered significant ground from understanding the importance of identifying the target audience, nurturing leads, and the powerful impact of technology in automating and refining the process. Emphasising the importance of creativity, we see how unique and engaging strategies not only differentiate a brand but also foster memorable connections with potential clients. The synergy between innovative offline and online tactics underscores the multifaceted approach necessary for successful lead generation in today’s competitive B2B market.

As we wrap up this comprehensive overview, it’s clear that B2B lead generation is not a static process but a dynamic journey that demands continuous refinement and adaptation. Implementing the strategies discussed, from content marketing to leveraging technology, businesses can navigate the complexities of generating high-quality leads. By focusing on building meaningful relationships and optimising every step of the lead generation process, companies set the stage for sustained growth and success. The effectiveness of these efforts naturally lies in their execution, making it essential for businesses to stay agile, keep abreast with evolving market trends, and continuously seek innovative ways to reach and engage their target audiences.