Definitive Guide to B2B Lead Generation

Summary

Synopsis:

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    How to develop a lead generation strategy that drives positive outcomes for your business

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    The next steps after generating your leads: qualification through lead scoring and nurturing

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    Methods for enhancing lead generation, including lead generation software and services

What is B2B lead generation?

Lead generation refers to the process of identifying and attracting potential clients for a business. B2B lead generation leverages long-term interest in a brand to convert prospects into leads, and eventually into 
paying clients. In essence, B2B lead generation spans all of the different marketing tactics employed 
by B2B marketers to fill their pipelines with leads.

INFUSE Content Creation with ITсurated

INFUSE’s team of creatives and content specialists craft content for some of the world’s biggest businesses.

Our team will analyse your strategic needs and develop content marketing assets that deliver results for your demand generation campaigns. There is no limit to the formats and asset types that we can create, including articles, whitepapers, e-books, video, and infographics.

Lead nurturing

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    Create a nurture cadence: Send outreach via multiple marketing channels, such as email and social media platforms (LinkedIn, for example). These touches can share content that is relevant to the challenges faced by each subsegment of leads. Emails can be automated to save effort and maintain consistency, whilst slowly developing a sense of trust. Be sure to allow considerable time between touches and alternate channels with breaks to avoid saturating leads.

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    Consider your lead’s buying committee: For some, this is the key difference between regular and account-based marketing when it comes to lead nurture. Businesses should consider how the buying groups determine purchases (depending on the lead and account intelligence available) and build targeted strategies adapted to the group’s structure and the needs of its members. Although more resource-intensive, personalising lead nurturing cadences and aligning content to individual members can be incredibly beneficial.

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    Track results and optimise campaigns: Every asset should be tracked. If the open rate of an email is low, consider running A/B or multivariate tests to identify the cause of lower performance. Similarly, be sure to evaluate successful campaigns to determine why they are proving effective and replicate these aspects across other campaigns.

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    Establish post-sales nurture sequences: Even after converting from leads, clients should still receive nurturing. This can take the form of resources that address how to get the best performance from your solutions, as well as other topics such as proprietary research or thoughts on the state of the market. In any case, continuing nurturing (at the right cadence) is a powerful tool for maintaining stronger client relationships and motivating renewals or cross-sells.

B2B lead generation software

Outbound B2B lead generation

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    Social selling: This is when sales development representatives (SDRs) share content and connect with prospects on social media.

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    Cold calling: An SDR calls the prospect to talk about their brand and its unique offerings. Cold calling has a bad reputation, but it does not need to be invasive. Calls that offer information rather than push for sales are far more likely to be better received.

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    Email: Sending emails to prospects is one of the more traditional forms of outbound marketing. Sending personalised messages that focus on education and value (at least at the beginning of sales cadences) is often far more successful than chasing a sale from the first touch. Be careful with privacy laws per region, however, as unsolicited emails can be fined.

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    Ads: Display ads, search ads, and pay-per-click (PPC) campaigns are all forms of outbound marketing. Companies can advertise content in these types of ads to encourage engagement, such as whitepapers and eBooks.

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Lead generation services

Buyer intent data

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    Product/service review pages: Reviews are deemed more trustworthy than content as opinions are less likely to be biased. If a lead accesses a review site like G2, for example, it means they are considering a purchase.

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    Webinar attendance: Leads that watch a webinar, especially a product-focused one, signal buyer intent. Target these leads with soft-sell content.

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    Website visits: Leads that visit specific web pages, such as pricing or case studies, signal buyer intent. Other metrics including time spent on page, number of pages viewed, and spikes in interest, derived from searching for a keyword on the blog, for example, also signal intent.

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    First-party intent data: This data is collected from proprietary websites and media, and includes metrics from analytics software, such as form responses and engagement.

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    Second-party intent data: Such data refers to proprietary information acquired by content syndication or co-marketing partners.

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    Third-party intent data: Companies specialised in crunching the numbers on your behalf can provide detailed buyer intent data from multiple sources beyond the scope of your website or social media channels. Learn more about INFUSE’s intent-driven marketing here.

Lead generation examples

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    Digital B2B agency

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    Cloud-based email security solution

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    Meet client quotas by delivering leads adhering to strict qualification criteria

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    Secure productive sales meetings, enhance lead qualification and pick-up rates for cold calling

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    INFUSE launched more than ten lead generation campaigns featuring content syndication, lead nurturing, and webinars.

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    INFUSE deployed a multi-touch lead generation campaign to nurture and score leads, according to their engagement, forwarding qualified leads to BDRs.

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    Campaigns are still underway, but the number of leads generated for MOI Global's clients surpasses the 10,000 mark.

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    Omnichannel campaigns removed the dependency on the phone, and leveraged other channels, such as LinkedIn, to book sales meetings with highly qualified leads.

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