The Monday morning huddle at Delridge & Co. was gloomier than usual. It was getting progressively difficult for the sales executives to reach out to the clients. They were wasting significant time cold calling with a low conversion rate. The sales management trainee, who was entrusted with the responsibility of formulating a new list of leads, noticed that the contact details of potential customers were scattered and outdated. She decided to create a new consolidated database of prospective clients. However, most of the contact details that she received from the team were not valid anymore. She was also unable to find accurate information of new target clients whom she thought could be converted into customers. As she reported the issue to the management, three challenges came to the limelight: absence of accurate information, ambiguous targeting leading to low conversion ratio, and lack of innovative ways to pursue new clients.
In essence, the company did not have an efficient sales pipeline. These are some of the common challenges faced by the business development teams of several B2B companies. If you relate to any of these challenges, this article’s for you.
In this article, we will deep dive into various aspects of B2B lead generation including the best lead generation platforms that could be a game-changer for you.
What is a Lead?
In a business scenario, a lead is any individual or entity who has shown some indication of interest in the services provided by you. It can be an inquiry call, a query text on your website, comments on social media, or any platform where you advertise. Other than explicitly being interested in your company, they could be someone looking for direction where your services and products are positioned.
Assuming you get a comment on the Google My business page asking about the service prices, go ahead and pursue the lead. They are probably evaluating options available to them.
This does not mean that you can sit passively and expect good leads to come to you. As competition hits peak, you will have to proactively approach customers and identify challenges for them before they can. The process of identifying these potential customers is called lead generation.
You take your customer through a journey once they knock on your door. Customers may leave at different points in this journey, and some might stay with you until the end. A lead is any customer taking the journey from being interested in your business to becoming your paying customer.
What are the different types of B2B Leads?
As discussed above, leads come from multiple sources, and these leads are of different types; not all leads are at the same level in the sales funnel. In order to effectively respond to a lead, you need to classify these leads according to their level of interest. That’ll help you prioritise and understand which lead needs immediate attention.
Warm leads include people or companies who have explicitly shown interest in your products/services with a possibility of converting them to being paid customers. The interest could be indicated through:
- social media networks
- filing up query forms
- subscribing to your newsletter, etc.
These leads want more information and are highly likely to convert to customers. They require timely nurturing before they translate into sales.
They outrightly reject your calls/emails/other marketing outreach initiatives. They do not have an interest in your products or respond to your efforts. As you nurture them over a long period, only a few of them may transform into warm leads.
Information Qualified Leads (IQL)
They are ready to provide initial contact details and are looking for more information on what you have to offer. They might not be completely aware of your solutions and are looking for information more than anything. Once the IQL would provide their contact, your marketing automation platform will lead them to the page to download the offer. Further, the lead will receive extra information.
These cold leads have a very low priority when it comes to follow-ups. The sales and marketing team can then offer the lead the opportunity to understand more about the company and how the company can help them solve their problem.
Many IQLs will not move on to the next stage once they get their required information.
Marketing Qualified Lead (MQL)
This type of lead is a prospect who has interacted with the marketing team's efforts. MQL is a contact who fills out a landing page form for an offer. The marketer can continue marketing to this lead, providing more information and awareness about the company, or could guide the MQL to the decision stage by offering demos, free consultations, or coupons.
Sales Ready Leads (SRL)
An SRL is a lead qualified by the marketing team for proactive conversion as the lead has specific pre-decided criteria. Both marketing and sales teams agree on these criteria. There needs to be a high synergy between the sales and marketing teams. Different companies have different standards for qualifying a lead as SRL. It can be formed according to the flow of the leads you have. Some of the commonly used criteria are:
- Need or challenges faced
- Decision-making authority
Sales Qualified Lead (SQL)
SQL is when an individual has moved from MQL and is ready to take your service or buy your product.
Member Service Request Leads (MSR)
An MSR lead is a consumer-generated lead when a new member signs up for your service. They can be valuable, as they allow you to engage with the straightaway. The company would allow its consumers to interact with their agents in their area. Although these leads will have less information than other leads you may receive, they are an excellent opportunity to begin working with a new client in your area.
Lead Generation: A Deep Dive
Now that we have understood what leads are and the different types of leads, let us take a closer look at the process of lead generation. Lead generation involves collecting a potential customer's information — such as name, email, company name, and job title — and utilising that information to target them with customised sales pitches or ad campaigns.
Earlier, when lead generation was random and non-strategized, the number of conversions depended on factors that could not be predicted. Thus, giving less probability of mutation despite 200% efforts and resources. The gap between resource spending and practical conversions has been thus reduced, leading us to the current lead generation model.
Understanding Lead Generationin this day and age
Lead generation is the process of attracting potential customers and creating scope for future sales. Initially, most companies used to resort to cold calling for generating leads. The flaw with this approach was that the conversion rate was lower, and the dependability of sales representatives was higher. As marketing and sales philosophies progressed, companies realised the importance of lead generation. Now, lead generation is more structured and involves marketing and the sales department working in tandem.
As mentioned above, marketing plays a vital role in the process. While some companies tailor marketing methods to the prospects' needs. While some other companies identify areas of challenge for their customers.
These are largely carried out through digital channels, with a carefully crafted mix of inbound and outbound marketing methods.
Two reasons contributing to a complete revamp of the lead generation process are:
- The accessibility of information
- The scope of the internet
Earlier, sales representatives' job was to reach out and educate potential buyers to introduce them to their products and services. Today, customers have an abundance of information and proactively search for solutions. They use various online and offline channels to research and educate themselves about the challenge and its product/service solution before communicating directly with a company representative.
The vast quantity of available information and the scope of accessing it means that customers are not interested in listening to a traditional sales pitch tailored to their needs. This could push them away and create a negative attitude. It has become pertinent that the companies develop a strong internet presence.
You would have to indulge in inbound marketing methods that employ search engine optimization (SEO) and content marketing techniques.
Due to the internet explosion, it has become easier for companies to research and understand their prospective leads. The process of lead generation also involves nurturing relationships with existing customers.
Currently, we are in the stage of lead generation marketing automation tools which simplifies your lead generation process and challenges to a great extent.
Why does your business need Lead Generation?
Compared to how lead generation was done earlier, it has become much more structured and effective. It is becoming a top priority for all marketers out there now. There is no specific size or duration required to have a lead generation process in place. It is beneficial for all companies, and let us see why you need to have a lead generation process.
B2B companies with mature lead generation processes enjoy 133% more revenue than average companies. Lead generation is imperative to create an efficient sales cycle with an emphasis on customer acquisition. The quality of the lead matters here; if you depend on cold calls, you will not have reliable leads. You would need a strategically planned mechanism where you get qualified leads.
Another significant benefit of lead generation will provide a seamless customer journey from consumer to customer. The process will also be more structured, with the customers themselves providing contact details on the landing page.
How do you generate Leads?
1. Outbound lead generation
We had briefly talked about the two kinds of outbound leads; MQL and SQL. Now let us understand outbound lead generation. Outbound lead generation is a method for drawing in potential clients who probably are not aware of your products/service. It works through the means of salespeople sending out communication to potential leads. The objective is to create interest in the products/services and form a sales pipeline. Specialized strategies utilized for outbound lead generation include cold calling, direct email, social selling, and direct mail. An outbound lead is any B2B prospect interested in your products/service but hasn't bought anything. To qualify as a lead, the potential customer should have shown interest in the company. Then they can be placed into the outbound sales funnel. Creating quality leads boils down to arranged and executed deals and showcasing methodologies. Should you stick to just one technique, or should you use multiple methods? It is advised to adopt various ways. Through time, you can make a good mix of these techniques. Now, Let us further break down the strategies involved in outbound lead generation.
- Cold calling - This outbound lead generation strategy will be around until the end of time. And rightfully so. It works very well! Sales executives produce designated contact records and afterward cold pitch possibilities to them. The point is to organize a meeting with the client. To do cold calling right, sales representatives need to investigate the best times to call and be knowledgeable in pitching their item or administration.
- Outbound email - Perhaps the most practical and reasonable type of outbound technique is email marketing. With this strategy, sales executives show the benefits of their product and service and the added value. The best types of outbound email show the advantage of the possibilities of the product. The sales executives should precisely frame how their item can enhance the possibility of the client's business.
- Social selling - In B2B, LinkedIn is the number #1 platform to direct social selling. Here, salespeople associate with and nurture leads by building their brands. This incorporates sharing content and enhancing value to the prospective customers.
2. Online Lead generation
As all firms have created their digital twin, you can also leverage it to run your lead generation program. This can be considered the most sought-after method for lead generation. Let us look at the different ways of online lead generation:
- Content marketing - Websites, social posts, adverts, video media, and SEO fall under content marketing. These strategies are utilised to connect and convert potential customers into leads by building trust and relationships. It is advisable to create content that the customers would relate to. The content should also be promoted in various mediums where your customer might take their first step in the unique buyer's journey. Most companies do not spend enough time correlating the client's problems to their products. You will have to take a value-based approach to content marketing, thus bridging the communication and trust gap. It would help if you established yourself as a thought leader in your area of expertise. Many companies, especially those who sell niche products, write opinion pieces on the ongoing trends. This is a beautiful opportunity for understanding the audience's pulse and what they think about the situation. If they find the article informative, they are sure to subscribe to more of your content and, eventually, your product. Still, need some motivation to embrace thought leadership content? The Edelman/LinkedIn study conducted last year indicates that 54% of decision-makers spend more than one hour per week reading and reviewing thought-leadership content. It might have a slow conversion rate but it is highly recommended to increase awareness and interest in your company.
- Email marketing - You should make email marketing one of your top priorities for many reasons, but here are the three most important ones:
- Do you know that at least 99% of consumers check their email every day? That can't be said for any other channel of communication.
- As a user of any social media platform, you can lose all your followers and posts at any time, for any reason, without notice. By contrast, your email list. No one can remove your leads.
- Email marketing converts better. People who purchase products through email spend 138% more than those who don't. It has a return on investment of 4400%.
- Campaign Marketing - Campaigns are of various varieties, there are product campaigns and social cause campaigns. Although it is mostly done through online methods like digital marketing or social media, campaigns can also be run through print media. Campaigns become crucial for B2B as they will increase your reach to people who were not aware of you previously.
- Pay-per-click (PPC) - PPC is a method of online marketing where advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site. Your performance group oversees PPC. It's a quick method to build your image towards prospects who have shown interest and intent. Pay-per-click means just that - you'll pay for every click a user makes on your online adverts.
- LinkedIn Lead program - The LinkedIn lead program can be for short time durations. The main criteria here dependson the industry and the conversion speed you require. It is better to indulge in content marketing through LinkedIn, and this will draw people into your funnel by delivering value, potentially leading to sales in the long term.
- Paid Third-Party - There is a specialised agency for every one of your business needs in this age. If not for an agency, you can always find a freelancer who would do your work with strong expertise. Some of the ways where you can engage the third party in your lead generation are:
- Content distribution networks - We all unanimously agree that a lot of work goes into creating content but the distribution phase is where you test your insights, assumptions, and creative executions. Therefore, there should be a content distribution strategy in place. Content distribution channels are the platforms through which you share and promote the content. There are multiple pieces of content on the same topic and the key to capturing your audience's attention is to distribute yourself in various content distribution networks.
- Lead brokers - Also, known as the lead aggregators, are intermediaries between the lead generator and the end-service provider. They are people who buy leads to resell each lead to their network of buyers. It is not always practical that you can generate leads on your own. This is where a lead broker comes in.
- Lead generation agencies - A lead generation agency will work to design and implement personalised marketing plans and campaigns for you. They employ multiple strategies to achieve these goals, depending on your business.
Lead generation, especially in a B2B context, can often come through events. Some can be which you are conducting, or some can be communal or industry-specific. If you have an exhibition where most of your target customers hang out, you can participate and demonstrate your business value—some examples include business breakfasts and trade shows.
Webinars are excellent marketing vehicles that allow you to share ideas, educate, and demonstrate your target audience skills. Webinar invitations, market email, and social media also serve as great branding tools. More than half (53%) of marketers say webinars are the top-of-the-funnel format that generates the most high-quality leads.
4. Branding & Advertising
Advertising and promotions are age-old methods to attract customers to your company. It is essential to build a brand so that inbound leads approach the company. It is an effective strategy where people are charmed by your aesthetics, purpose, or social stance. For example, many customers are actively coming forward to buy from and promote eco-friendly firms and have sustainable brands. This is to incorporate the USP of sustainability into their brand. If you build your brand on causes that your target audience relates to, it will benefit your inbound lead generation efforts. Most of the audience like patrons and advocates of healthy brands. Therefore, branding goes a long way. Once you create a brand, you can consider methods like sponsorships and mainstream media advertising, which will generate quality inbound leads.
5. Direct mail
Physical copies are never out of style. Even if you are a digital champion, you can always consider sending your physical mailers or white papers to your target audience. This is especially relevant when your target audience is more receptive to the written word over virtual medium.
Referral marketing is a deliberate effort from the company to use their customers' recommendations to gather more clients. Companies will allot codes to the customers which they can pass on to new customers. Coupons, credits, or offers are a critical element in referral marketing as the key promotion is to incentivize the customers to promote your product. With the advent of application-based services, Referral marketing has gained all the traction and deservedly so. You can leverage your customers by providing tangible benefits to onboard another customer. The cost of referral marketing is more valuable than even in the case of demos. If your business model fits referral marketing, go ahead and plan for an incentive-heavy referral marketing plan for both customers and partners.
How Can You Get the Most Out of Your Lead Generation?
The SEO war zone!
Marketers need an effective search engine optimization campaign (SEO) to be found (and generate leads). This is especially valid when 85% of marketers have declared that their end goal of content marketing is generating leads.
This means optimising their websites for both users and search engines to increase the amount and quality of traffic.
The creation of topic clusters is one way to improve the quality of your website traffic. Topic clusters are made up of a central pillar page and 10-20 clusters of supporting content. Each pillar page covers a specific topic in detail - for instance, the business offering or their area of expertise. The cluster content provides further information about individual aspects of that offering. Today, search is a lot more conversational and semantic, and voice assistants like Siri and Alexa provide the means to carry out search queries wherever we are. This trend has been replicated in organic search. Searchers expect accurate results regardless of how complex their queries are. The result was that search engines altered how they evaluate search queries.
In other words, keywords alone no longer suffice. Identifying the terms your prospects use to find you can help you, but you also need creative strategies to be successful. A topic cluster consists of a pillar page that acts as the main hub of content for a specific topic and numerous sub-pages (cluster content) related to that same topic.
You can signal to search engines that the pillar page is an authority on the topic by linking the subtopics to the pillar page. Eventually, as more and more people visit that page, the pillar page will rank higher for the topic it covers - and any value attributed to the pillar page will be shared among the connected sub-topics, thus improving their search engine ranking.
Or you can send your soldiers aka some of the best Lead generation software to the war!
The buzz behind lead generation and sales automation is legit! It is not a fad that companies will forget the next year. The reason for this? The value provided by the sales automation software in terms of an exemplary ROI and sales experience to the customer has been demonstrated solidly by these products. According to the research conducted by McKinsey & Company; Over 70% of B2B prefer remote human interactions or digital self-service.
The Importance of Lead Generation
Okay, leads are disguised opportunities. It takes a lot of effort from the top brass to the sales trainee to make a constructive sales funnel. Why should you put so much effort into the sales funnel?
Because it's worth it? You can think about it.
1. Expansion! More customers!
Your target profile keeps on evolving. There can be new personas and demographic categories. Therefore, you mustn't stick with a specific set of people. Is this the only category you should be targeting? Lead generation is a way to learn about your prospective customers.
You can sport various off-beat trends of customers through Lead generation. Now, you have different other categories that you can expand your market. Even an off-beat trend could grow into a major one if you cultivate and give ample time to the category.
2. Grow Your Following
Now let's say content marketing and communication are the Big 2's of the techniques for lead generation. Even if the conversion does not happen, you can increase your following and spread awareness. It is like nurturing leads on a slow ground but is bound to pay off. The goal here is to provide valuable content and position yourself as a thought leader. It is also a tool to build a community of loyal professionals to your brand.
3. Increasing revenue
Lead generation program is one of the key elements to increase your revenue. With a structured lead generation program, you will have more business opportunities. It will enrich your sales pipeline and ensure that you have prospective customers to nurture and pursue. The lead generation activities will also give you access to new consumer categories. It is essentially a long-term structured program that will periodically pay off in terms of increased revenue. Lead generation requires the right messaging, offer, and content to generate interest from your target audience. Through this, you can capture the attention of qualified leads who are already invested in you. In turn, making it easier for your sales team to convert them. Lead generation widens your growth potential as you focus on interests and pain points your audience cares about.
5. Make way for collaborative opportunities
It is a ground where you can meet stakeholders and partnerships. For any given reason, it could provide you with other companies offering complementary products. This way, you can leverage each other's audience and reputation.
6. Improve Lead Quality
Even if you do not have a lead generation program, prospective customers will come to you- at least the qualified leads. If your visitors are not converting to leads, even your regular content marketing is a waste of time. Therefore, with lead generation, you are taking a focused approach to content writing and all marketing efforts. It can serve as a common nurturing ground for everyone interested in you, not just people you have reached out to.
7. Build awareness and provide visibility
If you have not created a buzz around your company while launching and now want people to know about you, lead generation can grant you an audience. Be it an established business or a start-up, lead generation techniques and tools are guaranteed to provide you with an audience interested in you. In recent times, visibility can turn the tide in your favour.
The Lead Generation Funnel
What is a Lead Generation Funnel and how does it work?
As is the function of the funnel to filter, the sales funnel is the journey undertaken by leads and prospective buyers on their way to purchase. The number of leads reducing at each step finally points out the potential customer who is most likely to become your consumer. The journey consists of three categories that act as gateways in between this. These are named ToFu (top-of-funnel), MoFu (middle-of-funnel), and BoFu (bottom-of-funnel). While the steps that comprise the sales funnel vary depending on your sales model, these three categories will always persist.
The sales funnel has gateways that filter the customers on purchase probability. A purchase or subscription is motivated by multiple factors and actions. Timing is also the key here as you have to capture their interest and revert before the appeal is lessened or before your competitors bait them out.
Despite the importance of the sales funnel, 68% of companies do not build or measure the success of their respective sales funnel, whereas 79% of marketing leads never convert to paying customers.
If you cannot convert at least a portion of them into paying customers, you are lacking somewhere in the process, and it is a sheer waste of resources. The transition from one step of the sales funnel into another should be smooth. However, there are chances that the prospects unexpectedly drop out of the funnel, and a significant reason for this could be the lack of right information at the right time.
95% of buyers choose to buy from vendors who provide them with all the necessary information to take appropriate action and navigate through that stage of the buying process.
A sales funnel should be built to combat all inefficiencies and be flexible to accommodate the consumer's perspective. It's inevitable that to grow sales revenue over time efficiently, businesses should make themselves a solid sales funnel.
The stages of a Lead Generation Funnel
Now that we have understood the basic concept of the sales funnel, let us get a comprehensive overview of the same.
At first, you will have a cumulative list of leads who would be either aware or unaware of your products. This list is your starting point. If your leads are not aware of your product, you can give them a solution or a better way to tackle the challenge they face.
There must be a considerable number of people at your initial stage. However, there can be leads at all three levels simultaneously, and all leads will not have the same conversion time.
Now that you have the preliminary list of leads, you can visualise it in the sales funnel. The basic assumption is that all prospects go through similar phases while purchasing.
The above illustrates the end-to-end stages of the sales funnel.
A typical sales funnel is shaped like an inverted cone. The top of the cone is the top of the funnel and is broader than the other stages since it contains many leads. The leads become more interested in your business as you progress through these stages.
Top of the Funnel (TOFU)
The primary stage of a buyer's journey, TOFU is regarded as the most critical one when it comes to the company's reputation. It is here that you introduce yourself to the customers and raise awareness. Imagine your potential customer is out there at this stage right now to make primary contact with you. Introduce yourself the best way you can. The top of the funnel is your company's first contact with a potential lead. You get the opportunity to "introduce" yourself to a future buyer. You can do content generation and other promotion activities here. Flaunt yourself and your product.
Middle of the Funnel (MOFU)
You will see an active engagement of the customer with you in this stage. It is where the customers clear all doubts and reservations they have about your product. This is also the stage where they will be evaluating your product with your competitors based on your features, support, and other technical details. You need to actively nurture them by providing them with free trials or demos. Be logical about your product.
Bottom of the Funnel (BOFU)
Finally, in this stage, the customer has considered your product and has almost decided to go with you. You may have another competitor on the list of the customer. Customers are ready to trust you and invest in you. Optimal BOFU content consists of trial extensions, consultations, and price discussions. Co-partner your product for your customer.
Cost implications of Lead Generation
Let us talk about the elephant in the room, the cost! No matter the benefits we advocate, you would always have to do your ROI and cost-benefit analysis. It is dependent on the channels and tools that you use. Here we have detailed the implicit and explicit costs for the lead generation process.
Media & Advertisement
It is essentially the cost of reaching potential audiences through campaigns. You will have to resort to using media and advertisement to attract potential clientele. However, the costs of media and promotion extend beyond this purpose. It also involves the mechanisms you use to capture your potential customer's contact information.
Also, these structures empower you to fuse explicit requests that can help you better get your possible customers and accomplish your business objectives.
Lead advertising can be made in Ads Manager or your social media page.
Whenever guests click on your commercial, they will be directed to your landing page.
You also opt to hire an agency for your lead generation efforts. However, you cannot do away with the cost of paying external sources such as Facebook and LinkedIn to place your ad.
Although there are various natural lead generation strategies, for example, SEO, getting a potential customer rundown could give your firm the additional lift. We use list purchase; we can hire third-party vendors to supply or generate likely client information for us.
List purchase costs are the cost of buying or engaging third parties to receive or create lists. These individuals or organisations might not have found your organisation with your advertising efforts, so a rundown like this can assist you with expanding your compass quickly and really.
Purchase lists, then again, can be an excellent option for you to examine the credibility of your sources for obtaining qualified leads.
Assuming you choose to buy a prospective customer list for your association, remember that there are several providers, and not every one of them will easily supply convertible lists. Therefore, measure your ROI and ensure that your investment is worth it.
Agency and labor
This is most often found in sales, where organisations pay people to settle on outbound marketing activities for you. You outsource cold calling.
Agency costs also include your engagement with a search engine management or optimization firm to help you.
Assuming you've created an email campaign or a visual commercial for your customer, the expense of creating those ought to be considered into your overall cost sheet too.
You can either work with an agency or recruit a freelancer to do content creation for you, and the cost will not be modest; however, the effectiveness of the campaign can be guaranteed.
Content creation will have the cost per content or cost per campaign, so give all the good ideas for content.88% of marketers say that content marketing is one of the most effective lead generation tools.
Incentives are benefits offered to people you wish to convert over to leads. A white paper is a typical method for acquiring somebody's contact information. Potential clients are generally drawn in with your business during the initial 48 hours after downloading.
Also, you can give an incentive, for example, a gift voucher, to qualified clients who are prepared to remain through an item demo. Regardless, this cost ought to be figured into calculating your lead generation cost.
There are various implicit and explicit costs that you will have to keep a lookout for while generating leads. However, it is not always visible. There are high possibilities that your expense will increase and give you a low ROI. B2B AI-based lead generation software are available, which will help you simplify the negative implication of lead generation costs.
Best Lead Generation Software
B2B organisations have a unique opportunity with the dramatic growth in digital adoption. In addition to reducing sales costs per visit, extending the reach of sales organisations, and increasing sales effectiveness are other benefits of employing a lead generation software for your company. Online lead generation software can delight customers and reward companies that perform well. The opportunity is ample, and so is the pressure to capitalise on it. Companies that commit to further digitising their go-to-market strategies will gain a competitive advantage by attracting more loyal–customers than their slower-moving competitors. Let us look at the best lead generation software and sales automation companies out there who are accelerating the growth and sales of their clients.
Clodura merges AI with sales to provide you with end-to-end support for sales automation. It is designed for your entire sales team incorporating all technologies required to increase the efficiency of your sales efforts. Clodura provides you insights on sales opportunities through their sales intelligence technology. For example, it reviews your Total Addressable Market in real-time. It gives you insights on more than 25 critical purchase signals of the customer, ensuring that you do not miss an opportunity. Also, you can access an unlimited number of contacts through Clodura where most other softwares have terms and conditions in place.
Another AI-based platform; however, Unbounce specialises in page landing optimization and conversion. Their main feature is instant copy generation from the pre-optimized landing pages. This predictive data generated can help you understand how the customer might respond to your campaign, helping you tailor-make lead campaigns.
Leadpages helps you build websites without complicated codes, still ensuring practical conversions. They have provisions for pop-ups, alert bars, and A/B tests that can increase your web traffic. However, they have an online payment platform and integrated solutions like online consultations. Many of its users laud for the multiple templates for website building.
Pipedrive is a comprehensive platform where you can acquire all resources and support for overall sales management. They also offer email automation, applications, and marketing integration. You can opt for their lead management software among their sales support packages.
Hubspot offers software hubs required across your business functions like sales, marketing, service, operations, and CMS. If you are looking for end-to-end support and automation for your business function, Hubspot is the place to go. Besides that, Hubspot is an excellent resource provider.
Strategies for B2B lead generation
1. A/B tests on key pages
This can be done by using heat map tools to see where the visitors' eyes landed first on the company website and make tweaks according to the results.
2. Quality content campaigns
Evergreen content can lead to evergreen B2B lead generation and provide a competitive edge.
3. Quora Q&As
The challenge that most B2B marketers face is how to get content in front of buyers and find relevant questions that your buyers ask. Quora provides a solution for both of these.
4. Personalise your website
Personalise your website with dynamic web pages. Website personalization is no longer a bonus in B2B lead generation strategies. It's a must. To personalise the buying experience on the site, use dynamic pages and content that can adapt to the visitor's name, location, industry, and company.
5. Create a visual journey through YouTube
Ninety percent of marketers agree that video is the best way to repurpose B2B content. According to survey insights, YouTube is also the second-largest search engine on the web. Simply turning existing content into informative videos will help in generating leads.
6. Target high-value leads on LinkedIn
LinkedIn is the place to be for "big deal," high-value B2B lead generation. Advertising on this platform can generate marketing qualified leads weekly with a high percentage ROI. While competition is rife and cost-per-click is higher than other platforms, the tradeoff is the ability to hyper-target your audience.
It's easy to get tangled in the web of different lead generation strategies and tactics. Overthinking and over-optimizing your lead generation doesn't drive results.
Instead, speaking to the team, agreeing on a few strategies and tactics that might work, figuring out what works, discarding what doesn't, and increasing sales without stressing over missed opportunities.
- Where your buyers hang out
- Who they turn to for research
- How they make purchase decisions
- What are their biggest concerns
This information will help with the B2B lead generation strategies that work for the company — and your customers.
Four crucial reasons to use AI lead generation software
The lead-to-customer transformation rate is rarely 100 percent. To this end, filling in the sales pipeline with quality leads is the purpose of lead generation. The significance of getting quality leads is obvious; it helps you generate leads.
1. Target the right people
Focus your assets around particular customers who are bound to purchase your product and services. This will save time and cash, smoothing out your organisation's cycles and deals. You will have access to real-time data on your market and your buyer’s purchase behaviours.
2. Build brand awareness
Lead generation generally involves educating your leads on your product and service even when the organisation reaches out themselves or when your lead reaches out proactively. Leads can then spread information about your image by word of mouth, bringing you more clients. With outreach campaign programs that AI-based platforms have, you can increase brand awareness campaigns multifold.
3. Get valuable data insights
Generally speaking, creating leads implies gathering data about your prospective clients, their desires and needs, and your competition. This helps you improve your product and service and that it has a competitive advantage in the market. With platforms like Clodura.ai, you can have actionable sales insights that will provide you with a competitive edge.
4. Grow revenue
With a compelling lead generation strategy, your organisation can get 133% more revenue than planned. Expanding sales implies a concentrated lead generation process that aligns both marketing and sales teams and gives representatives a proven structure to follow.
For any B2B company, an online Lead generation software could prove to be a powerful tool. With a Lead generation software like Clodura.ai, they could access unlimited and accurate contact information of the right audience. Companies can ensure a steady sales pipeline and find new customers for their business. Choosing the right B2B lead generation platform could be the first right step towards effective sales prospecting and increased revenue generation.