The B2B lead generation process plays a vital role in making your company’s inbound marketing strategy more effective. The post suggests effective ways to identify the potential buyers for making your B2B lead generation campaign successful and result-oriented.
Reputed B2B lead generation companies like The Global Associates constantly endeavor to help their clients grow their businesses by creating quality opportunities in the year 2022. B2B lead generation companies perform the important job of warming up potential buyers to your business and encouraging them to eventually purchase your products or avail of your services.
The primary focus of B2B lead generation services is of course to create quality B2B leads to pump into the sales pipeline; and before we go forward, we must understand what B2B sales leads actually are.
B2B sales leads can be defined, as per the business terminology, as the people who have been identified as prospective customers for your business, they would have shown interest in your product or service. If dealt with in a smart, professional manner, They are likely to find value in buying from you.
B2B lead generation in India is the process to convert these prospects into leads, and then making a lucrative offer, to establish sustainable business relationships with them.
Types of leads:
There are primarily two types of B2B sales leads you to need to work on.
Marketing-qualified leads (MQLs)
MQLs are highly-targeted leads that can be turned into paying customers with little effort. They are thus very important for B2B lead generation companies. The basis of qualifying the lead is the engagement a particular MQL had with your marketing team. You must be absolutely clear about how a prospect may be identified as an MQL; the following tips will help you understand the process.
- Someone visiting pages related to a particular product or service on your website frequently;
- Prospects filling a form, or multiple forms on your website to show interest in your offerings;
- People downloading a piece of content displayed on your website to show interest in some specific product/ service;
- A prospect showing keen interest in attending your company’s webinars or physical events.
Sales-qualified leads (SQLs)
SQLs are MQLs that have progressed along your sales funnel. These are considered to be ready for your sales team to engage with the prospects. An SQL is a lead that has expressed a clear interest in buying your product or service. B2B lead generation companies must have clear criteria for identifying the ways that express this intent, following tips may be helpful in the matter:
- A prospect showing an intention of using your product or service in a series of telephonic conversations with your company’s sales representative;
- Someone expressing a keen interest in your product or service in an exchange on email or LinkedIn platform;
- Prospective buyers showing their desire to know more about your company or some particular offering in detail;
- A customer requesting a live demo of your product or service by one of your team members/ sales representatives will in all probability become a paying customer with a little effort.
4 Ways for Your B2B Lead Generation Campaign
It’s necessary that your sales and marketing teams work in tandem to share information and references. This will avoid duplication of work and waste of time. The role of sales reps is to source and store leads forwarded by the marketing team, and proceed to engage with prospects and book meetings with them. The baton is then handed over to business development managers for conducting demos, closing deals, and generating revenue. You can make your B2B lead generation campaign more successful and result-oriented by ensuring a smooth flow. A few of these are discussed below:
- An efficient process will help you create a solid lead generation pipeline with the sales reps proactively generating countless fresh opportunities of good quality. This enables the business development managers to take appropriate action in order to achieve improved closing ratios.
- The process makes sure that there is a clear division of roles and each employee is allowed to focus on solely one responsibility.
- This enables them to quickly achieve expertise in their particular roles, which proves beneficial for an individual’s personal growth and helps enhance the organization’s profit margins.
- This helps companies make a clear roadmap for themselves and employees plan their career paths. For example, sales rep knows that by consistently achieving their targets, they will become eligible for promotion as business development managers.
B2B lead generation companies employ numerous sales and marketing activities that are primarily focused on making their lead generation campaign efficient and effective. Growth hacking, giving incentives, conducting contests, offering free tools to prospective buyers, etc. are a few of these activities. Another powerful tool today is content marketing, which attracts quality leads by publishing relevant and informative content and promoting them to their target audience. Some of them may include webinars, podcasts, eBooks, and so on.
B2B lead generation companies constantly strive to create fresh quality opportunities on a regular basis to help their clients reach out to a wide range of customers and succeed in growing their businesses. It’s a good idea to employ a trusted and potent combination of time-tested tools and techniques, and modern online marketing methods to make your lead generation effort a roaring success.