No matter how many different types of lead generation tools, software, or strategies have been developed so far, marketers still talk about the B2B lead generation process as there are lots of things that need to be clarified among them. Because lead generation may seem simple at first but there are countless formulas to generate leads and nurture them correctly. That makes it confusing for a lot of marketers. So, without having the right knowledge of B2B lead generation, it will be impossible for brands to succeed in today’s highly competitive market.
B2B lead generation is ideally known as the full-proof process of identifying the potential buyers for the services or products you’re selling and enticing them correctly to make a purchase. Generally, the sales and marketing team uses a lot of different variations of strategies for attracting leads and converting them, but you must customize these lead generation strategies as per your brand’s goal.
Most businesses use multiple channels for B2B lead generation like cold calling, email marketing, content marketing, social media outreach, and whatnot. If you’re highly doubtful about which platforms to use for your B2B lead generation process or want to know how the entire lead generation process works, keep on reading the blog.
Types of B2B Leads You Will Find
B2B leads are the organizations, businesses or people that may be your customers for your product or services. In most cases, B2B leads are the companies and not individuals. This is why it takes a lot of effort and the right strategy to finally be able to convert these leads into paying customers.
There are two types of B2B leads you will find and this includes:
- MQLs or Marketing Qualified Leads
MQL or marketing-qualified leads are those leads that are identified by your marketing team. They may purchase your product or services and it is entirely based on the key target area. However, these leads are mostly passive and need a lot of nurturing to see whether they are ready to make a purchase or not.
- Sales Qualified Leads or SQL
A sales qualified lead or SQL is deemed as an active lead who has engaged with your brand directly in some ways. For example, they may have called the sales department for resolving any queries, requested a demonstration of products, or sent any messages or emails which indicate their interest in your company.
The Importance of B2B Lead Generation
In today’s highly competitive world, B2B lead generation significantly matters both for your marketing and sales team even for your business. Without generating qualified leads, there will be none to nurture and convert which essentially means there will be no business. Besides, the B2B lead generation process helps to provide some critical key information to your sales reps, marketing reps, and SDRs.
So, B2B lead generation matters because:
- It helps to identify your ideal customers
- It builds visibility and brand awareness.
- The entire B2B lead generation process helps you to do better at content creation.
- It optimizes the entire sales cadence.
- The right lead generation strategy can lead to an improved sales pipeline, generate higher revenues, and more growth.
What is The Process of B2B Lead Generation?
The process of B2B lead generation starts with marketing channels and there are two types of marketing channels you will find. This includes outbound marketing and inbound marketing. Inbound marketing platforms help you to generate leads especially those who approach your company through online advertising, social media, etc. Whereas outbound marketing means generating leads by reaching out to them through emails, cold calling, etc.
So, the process of B2B lead generation looks like
Identifying Your Buyer
Finding sales leads means you have to find their contact information. But, before that, the question arrives, who do you want to get in touch with? So, this is an important step of the B2B lead generation process that involves creating an ideal buyer persona and reaching out to them.
However, when creating a buyer’s persona, it’s important to be as specific as possible. So, include their industry, job title, paint points, purchase criteria, and whatnot. You may need to create multiple personas especially if you have products for different types of buyers. But, this step is crucial to B2B lead generation success.
Develop a Lead Generation Strategy
Once you have your ideal customers in mind, the next process starts which is to develop an ideal lead generation strategy. Now this strategy depends on a variety of factors including your business goals, customer profile, interests, and much more. Remember, there’s no one-size-fits-all formula to B2B lead generation strategy.
In fact, there are multiple channels like emails, social media, and whatnot. So, you have to experiment and keep on modifying your strategy as per the results. There are plenty of lead generation tools available to help you simplify this process for you. You can leverage them for your business uses.
Qualifying & Prospecting
Lead qualifying and prospecting are significant but you have to understand the stage at which your customers are in the entire buying process. Generally, there are three stages in the entire buying process including awareness, consideration, and decision. The first stage is the awareness stage, where potential buyers understand that they have a problem and it needs a solution.
So, they may read a blog post, perform a web search, and whatnot to learn more about your brand. Then, a buyer reaches the next stage which is the consideration phase where they start to evaluate the products or services they need but are still not in a mode to make a purchasing decision. The final phase is the decision phase where these customers show interest to book demos, meetings, or checking in to your organization. Depending on these stages, you must modify your content accordingly and continue prospecting.
Start Generating Leads For Your Business From Today!
Generating leads is a fantastic way to grow your B2B business. However, a lot of businesses are unaware of the B2B lead generation process that may help them get started. If you’re still doubtful about how to start your B2B lead generation journey, schedule a discovery call today and allow us to help you out.