Would you like to build a system that effectively generates B2B leads? Wondering what the basis of such a system is? Above all, it is the awareness of how the preferences and behaviors of a modern customer change.
Lead generation – uses technology, tools, and marketing strategies to increase interest in the offer, collect contact information, inquiries, and build a database of potential customers through sales leads. Performance marketing is responsible for acquiring leads and encouraging the recipient to interact in a specific way. Lead generation is made possible by, among other things, newsletters, e-mailing databases, dedicated landing pages, (landing pages) applications in social media – in other words, all forms aimed at conversion.
What is the lead?
It is a person, a potential customer, looking for a solution to a particular problem, interested in the service offered – thinking about leads in personal terms allows us to understand the motivation of our recipients more efficiently, as well as better to develop lead generation activities and an effective campaign.
The basic form of the lessons is divided into hot – quite limited in terms of, e.g., Demographic data, as well as those that require quick reaction and contact and, as a rule, generate the highest sales; warm, i.e., those that make it possible to establish that a given person is in our target group, is interested in the company’s offer, but at the moment does not plan to make purchasing decisions, and cold, i.e., those whose interest in our offer needs to be aroused by saturating additional communication channels, contacts that do not require an immediate appeal, but who ask for such actions in the long run, which will help them to move into the “warm” or “hot” phase – also thanks to extensive forms and more data about the user.
How do customers choose their offer today?
How B2B customers currently decide to use the company’s offer is changing strongly. The main reason is that B2B customers are increasingly using the same solutions that they use privately. When they want to establish cooperation, they first browse the Internet. They gather the necessary information, compare answers, and finally contact the company they wish to use. Such a change in behavior causes fewer and fewer B2B customers to contact the seller to decide. Therefore, activities traditionally used in outbound marketing are no longer useful. Cold phones or mass mailings have a considerable disadvantage – customers no longer want to receive them because there is no critical information.
What do customers look for in the company’s offer?
Before the client decides to use the offer, he wants to get to know your company well.
How much information about your company, its solutions, and strong points can one e-mail give? How to explain our service to customers during a phone call if we have a comprehensive solution? Of course, cold phones and mailing should still be part of sales campaigns. However, phones’ effectiveness can be significantly improved if we change the whole sales process and use their website’s possibilities.
A company website is nowadays something more than a business card. It is an essential element of the lead generation system. If we do not treat it as the principal place to gain contacts, we will lose an effective communication channel. And our activities with outgoing sales will be more and more challenging for us.
How to build a lead generation campaign? Step 1: Define the goals you want to achieve
What is a lead for some, for others is not very important information? Other aims are for online stores, which see the lead generation reflected in sales columns. Others are guided by platforms full of content or landing page tools and services. Determining what a valuable lead is for a project will help at every later stage and save disappointment. The marketing department can work with the conviction that it provides the “lead.” (subscriptions to the newsletter). The sales department will be waiting for the lessons in its understanding, i.e., business contacts. Establishing this at the very beginning of the process saves a lot of time and nerves.
Step 2: Specify the target group
Determining the target group is one of the most critical steps in obtaining leads. To choose the target group, think about who your recipients are. It may help define the buyer persona, i.e. ideal recipients that combine interests, demographic features and preferences of a given segment of the target group. When it comes to acquiring B2B leads, it is essential to define their purchasing process roles. It is crucial to understand how and to whom we address. You should apply a different communication type to the initiators’ purchasing process and another style to the decision makers. Well-developed staff also help to communicate to varying stages of the customer relationship.
Step 3: Do you want to get a lead? Give something from yourself
Encourage users to fill in the form. You can do it with the help of this form:
– free ebook,
– invitations to the webinar,
– special offer,
– free trial period, discounts, etc.
Just think about what the most significant value for your potential customers might be. An appropriate incentive will make users more willing to leave their data.
Analyze the lead handling process
Only generating leads is not enough. It would be best to work with leads properly to make them a sales opportunity and then a satisfied customer. By talking to people responsible for lead handling, you will find out the most common problems when closing sales and learn about your customers’ needs. This is precious information that will help you improve the lead generation process.
Lead generation is a process, not a one-off activity. It may take a while to work out the right scheme, so be patient and be aware that you will not immediately get as many contacts as you would expect. Over time, hard work and data analysis will make your actions more effective.