There are many ways you can start generating leads, but are they turning into customers? Are you reaching your ideal buyers? Lead generation can be frustrating when you're investing time and money without seeing any real results.
In this article, we will explore not only how to generate more B2B sales leads, but to attract quality prospects that eventually turn into recurrent and loyal customers.
First, what is lead generation?
It refers to the process where you attract people who are interested in what your company does or offers. Therefore, B2B lead generation indicates the strategies you use to attract other businesses to buy from you.
What is so tricky about selling to other companies is that they, just like you, know how the sales process work, and they will easily detect when you're just trying to make a sale instead of providing them with solutions that will facilitate their work.
So, the B2B marketers should always have in their top of mind who's their target audience. They're selling experts just like them. So they must get real during the conversation and the way they're communicating.
Why is it so important to have a good B2B sales leads strategy?
When done correctly, your income will increase in the same proportion that your leads do. That is, if they had an increase of 15%, your income would boost 15%.
Five best ways to generate B2B sales lead
Before we start, you must consider that the foundation of a strong strategy can only be attainable when the marketing department works hand in hand with the sales team.
1. Create your database
You must create a database with the businesses that you're looking forward to working with, especially if you're getting started.
To expand your list of prospects, get involved in webinars, public events, and chat groups on Facebook, LinkedIn, and specialized forums where you'll meet people related to what your company does.
Once you have them registered, segment them into the diverse types of audiences that you want to address. Not all of them will turn into customers, so start connecting with those that resemble more to your ideal client.
2. Email marketing is still at the top.
Although social media and SEO are useful for attracting new customers, according to research, during 2018, over 80% of small and medium businesses use email as their primary customer acquisition and retention channel.
That is not surprising because, for every dollar spent on email marketing, the average ROI is $32. Emails should be personalized to create meaningful relationships with your prospects.
Also, make sure to provide them only with useful information in appealing ways. Those containing videos, infographics, or any other interactive media have a more significant click rate.
Remember that the "voice" you use for your copywriting will attract or repel your prospects and will set the tone for your entire commercial relationship. Choose a voice that you're comfortable with, and that resonates with the values and goals of your business.
3. Offer information, not your products or services
We've all said no to someone who was trying to sell something to us when we didn't want it or need it. So, why should you implement that as a sales strategy?
Use your multichannel to talk about relevant information related to the activities of your business or that is of common interest, not controversial, though.
These pieces of data can be used as a lead magnet to obtain more emails or contacts of the prospects that are already interested in you. When published in social media, they can be useful to generate new followers and engaged them in meaningful conversations.
4. Ask for feedback
87% of businesses research before deciding who are they will be buying products or services. While going through your social media, you want to make sure to have a good rating, and that your customers explain why they have a good or bad experience with you.
You won't be able to please everyone, so whenever there's a bad review, don't delete it or act as if it never happen. Offer a solution and follow-up on its resolution. When done publicly, it gives the certainty to other prospects that you're a reliable company that cares for their B2B relationships.
5. Get visual
Each digital channel has a preferred type of content. Nonetheless, the power and use of visual content keep growing. And it's no surprise since 91% of consumers prefer visual content over the written one.
One of the best ways to retain your prospects' attention and to remain in their top of mind is by posting videos on your social media accounts or uploading them to your landing pages.
Remember that the most effective ones are those that tell a story that other businesses can relate to how your company started, or the troubles you've faced and how you coped with them.
Make sure as well to use video to explain how your products or services work. Although they are purely informational, you can add an emotional value by expressing why you need to help other companies in their everyday work.
Follow these five recommendations listed above to improve your B2B sales lead generation and start attracting quality leads that turn effectively into customers.
Finally, don't hesitate to get advice and help from experts, so you concentrate on delivering exceptional services, products, and, customer experience.
Originally published January 22, 2020, updated May 20, 2020.
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