How to generate leads for B2B companies effectively

published on 13 February 2022

Converting visitors into qualified leads is a major challenge for all B2B companies. Lead generation is a top concern for many leaders and demands a well-developed strategy upstream.

Indeed, all the actions carried out will allow you to create qualified commercial contacts. This implies that the lead goes well beyond the simple marketing contact: it must be identified as having expressed a real interest in the products and/or services that you offer.

But lead generation cannot be improvised, at the risk of exhausting your human and technological resources. It must be part of a precise and specific approach, implementing an effective conquest strategy.

Here are some tips and practices for establishing and developing a clear and relevant lead generation strategy, to optimize your daily work.

3 essential rules of lead generation in the B2B universe

In the last few years, prospects' expectations have changed drastically. Even if you have the right resources and powerful tools to carry out your lead generation strategy, managing it can become quite time-consuming, and the results can be disappointing.

In such a context, it is better to master a few basic rules essential to the success of a solid lead generation strategy to obtain customers. Because if “targeting the right prospect at the right time and with the right message” is the cornerstone of the concept of any lead generation strategy, you still have to learn how to tame it well to boost your lead generation and process your leads.

1. Coordinate marketing and sales efforts

Generating leads is the role of both sales and marketing today. Since lead generation is a common responsibility, competition between these departments can no longer exist.

Because, to be converted, a lead needs to be nurtured, which requires the involvement of both departments. Its sourcing must be outstanding throughout the sales cycle so that your salespeople obtain the best possible performance. And only by aligning your sales and marketing teams will you achieve good results. This means that they must work hand in hand around common objectives to meet the needs and expectations of the prospect.

2. Communicate at the right time according to the sales cycle

As you know, the right moment is intimately linked to the sales cycle. The latter being composed of several stages (visitor, lead, customer, and ambassador), you must adopt a tailor-made approach for each of them throughout the sales cycle.

You will thus be able to provide your target audience with new and effective information with each new approach to their problem and their pain points.

3. Make sure your content sends the right message

Content is certainly one of the keys to opening all the doors of lead generation for you. But be careful how you convey the information. Your content must be personalized to target the right contact via an effective Inbound Marketing strategy.

For example, it is useless to send an email whose content is too technical to a simple visitor who is only looking to discover your offers. You must therefore produce quality content adapted to each stage of your conversion funnel to capture the attention and seduce your target audience.   

Lead scoring: an integral part of your strategy

By integrating lead scoring into your lead generation strategy, no more wasting time focusing on contacts with no real immediate business interest. Your sales teams can classify their prospects according to the degree of maturity in the buying cycle.

Thus, they will be able to automatically determine the “hot prospects” sent by marketing to contact them as a priority. Thanks to this scoring technique which aims to give a score to each lead by assigning them a certain number of points according to each action carried out, you can refine the knowledge of your prospects without wasting time devoting yourself to prospecting.

Thanks to marketing automation, each interaction (opening your newsletters, clicking on your links, etc.) gives points to your lead in order to improve their score, up or down, your teams can assess the maturity of a prospect to turn him into a loyal customer.

Faced with increased competition and ever-changing buyer habits, lead generation is more than essential to grow your business. The B2B purchasing process is sometimes long and thorny, it becomes more than necessary to have effective tools and methods to process your leads.

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