B2B Lead Generation: How to capture the right leads

Joakim Steenfos

1 Nov, 2023

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B2B Lead Generation: How to capture the right leads

Do you work in marketing or sales within the B2B world, B2B lead generation is definitely something you need to have on your radar to be successful. Within B2B lead generation, there are several different disciplines we’ll get acquainted with today, as well as how to implement a lead generation strategy.

What is B2B lead generation?

B2B lead generation is a process by which companies identify and attract potential customers or ‘leads’.

Fundamental aspects of B2B lead generation involve locating potential customers, creating engaging content, posting on social media, SEO optimizing the website and email marketing strategies that create awareness and interaction with your brand. These steps are essential parts of a B2B lead generation strategy.

Defining B2B lead generation

B2B lead generation, or Business-to-Business lead generation, refers to the process of identifying and uncovering potential customers with the aim of creating new sales opportunities. This strategy is an essential element for business growth and survival.

B2B lead generation primarily involves the development and execution of strategies and techniques to capture potential customers who are in the market your services or products are targeting. Lead generation is done in order to convert these leads into actual sales, which eventually leads to increased revenue for the company.

The importance of B2B lead generation

B2B lead generation isn’t just important, it’s essential for your business growth. Without qualified leads, sales will slowly decline and your growth can stagnate.

Similarly, a robust B2B lead generation strategy can significantly impact your revenue. Higher quality leads mean higher conversion rates, resulting in more revenue.

A successful approach to B2B lead generation can also ensure that your pipeline is constantly filled with potential customers that your sales team or marketing can try to convert.

Finally, B2B lead generation is an important guide for marketing strategy. By analyzing which tactics generate the most and best leads, the marketing team can adjust and optimize their efforts and is considered an ongoing optimization process in B2B marketing.

The difference between B2B and B2C lead generation

B2B lead generation focuses on long-term relationships and complex decision-making processes, while B2C lead generation often concentrates on impulse decisions and quick conversions. The difference significantly reflects the different buying processes between business customers and private consumers.

Characteristic features of B2B lead generation involve more key people in buying decisions, higher budgets and longer sales cycles. In contrast, B2C lead generation more often involves individual decision-makers, lower budgets and faster buying processes.

Generally speaking, B2B is just a more comprehensive process, and your tools play a crucial role in this.

Benefits of B2B lead generation

In B2B lead generation, you can achieve continuous growth by increasing your customer base, expanding your network and strengthening your brand. Focused B2B lead generation can have a significant positive impact on your bottom line.

Lead generation also comes with the following benefits:

  • Optimize the sales process through accurate and qualified leads.
  • Increase customer loyalty and retention by attracting the right target audience.
  • Increased brand recognition through effective marketing.
  • That your sales team doesn’t spend their time on uninterested leads

Strategies for B2B lead generation

Implementing a well-structured content marketing strategy can boost your B2B lead generation by creating valuable and relevant content that engages your target audience.

Social media is used to increase your exposure, capture interactions from your target audience and communicate your company’s messages clearly and concisely to them.

Email marketing, when done right, can be a highly effective B2B lead generation technique that creates personalized contact, ensuring your message gets in front of your target audience.

SEO is a key B2B lead generation strategy that improves your company’s online visibility and increases traffic to your website.

Attending events and conferences can help increase networking and is considered one of the places where a company can really generate valuable B2B leads.

One successful strategy is the use of lead magnets, such as gated content that incentivizes potential customers to share their contact information.

Content marketing

Content marketing is a powerful tool for B2B lead generation. By creating original and informative content, you can significantly increase your B2B lead generation. Below are some of the points to remember in your B2B lead generation:

  • Create unique and great content that appeals to your specific audience
  • Use content marketing to highlight your company’s VPs through engaging learning
  • Use blog posts, eBooks, videos and other content formats to attract and engage potential customers by showing them solutions to their problems

Social media

Social media still plays a big role in the exposure of your B2B lead generation activities. Social media should be seen as a supplement where you can share content and reach your customers.

  • Create targeted content that appeals to your ideal customers (ICP)
  • Use LinkedIn to network and make valuable connections
  • Create paid ads that target segments relevant to your business
  • Use social media platforms to push content such as blogs, whitepapers and case studies to your ICP through

Email marketing

Email marketing is essential for effective B2B lead generation. It’s about adapting and optimizing your email marketing strategies for maximum lead generation.

  • Use segmentation to target your email marketing to specific segments
  • Remember to test your subject lines to increase open rates
  • Automatically sending emails after certain actions (trigger based emails) can be beneficial.
  • Use analytics tools to measure and improve email performance

SEO (search engine optimization)

Search engine optimization, better known as SEO, is an essential tactic in B2B lead generation. By strategically optimizing your website content, you can increase your visibility and reach relevant leads.

  1. Begin with a comprehensive keyword analysis to identify relevant keywords and terms
  2. Optimize your website to ensure fast page load time and mobile-friendliness
  3. Create valuable and relevant content that includes the identified keywords
  4. Use on-page and off-page SEO tactics to improve your website’s visibility
  5. Regularly monitor and evaluate your SEO performance for continuous improvement

Events and conferences

Events and conferences are excellent opportunities to intensify B2B lead generation. These platforms provide the opportunity to come face-to-face with your ICP and increase brand exposure.

By hosting or participating in these events, companies can build meaningful relationships with potential leads. It’s essential for establishing trust and authority.

By utilizing these events optimally, you can increase their sales pipeline, by meeting your target audience at events, you can have a natural dialogue and create awareness of your brand and solutions.

Lead magnet (gated content)

A significant benefit of using gated content as a lead magnet in B2B lead generation is its ability to attract and engage your target audience while generating high-quality leads.

Effective lead magnets in B2B lead generation come from offering valuable, relevant content that solves customers’ problems or challenges. This could be educational eBooks, detailed whitepapers, or exclusive surveys.

Furthermore, remember that gated content should be of sufficiently high quality to justify the extra step your potential customers have to take to access it. A well-crafted and content-rich lead magnet can really excel your B2B lead generation.

Get the most out of your lead generation with a CRM system

A well-designed CRM system can stimulate your B2B lead generation in countless ways, helping to automate, organize and streamline sales efforts. It can create better collaboration between sales and marketing, save time and resources, and potentially increase both the quantity and quality of leads.

Integrating a CRM system throughout your inbound marketing strategy, including B2B lead generation, can help you keep track of customer interactions, which can lead to a more personalized and effective approach to lead generation. With a CRM system, it’s possible to target and personalize your marketing efforts with great precision and create greater brand awareness.

Benefits of implementing a CRM system vs. lead generation

Implementing a CRM system can significantly increase your B2B lead generation results. This is due to the system’s ability to effectively organize and manage customer information and improve customer communication.

A CRM system’s ability to automate and streamline work processes means you can focus more on developing your lead generation strategy or focus on other parts of your marketing strategy.

Unique benefits of a CRM system for B2B lead generation include improved customer segmentation, understanding customer journeys and tracking marketing activities. These features improve your company’s ability to generate more qualified leads.

For example, with some CRM systems, such as HubSpot, you can connect your website to your CRM system and display visitor names, company names or titles customized to specific VPs. This creates a great advantage as the degree of personalization increases significantly and will help you collect leads.

Read more about ‘what is HubSpot

Monitoring and analyzing results

Monitoring and analysis is an indispensable part of effective B2B lead generation, allowing you to follow leads through the sales funnel and find areas for optimization.

The importance of monitoring and analytics

Optimizing B2B lead generation requires continuous monitoring and analysis of your activities. This is the key to understanding the effectiveness of your lead generation strategies and is the way forward to optimize your lead generation.

Monitoring and analyzing your B2B lead generation will also help you better understand the customer journey. By monitoring their interactions with your content, website and ads, you can adapt your sales and marketing strategies to better meet your customers’ needs.

The most important metrics in B2B lead generation

In B2B lead generation, measuring results is key to optimizing the strategy. Being able to navigate the metrics is crucial to success. Every lead generated should be tracked and evaluated to understand their potential (this depends on how many leads you get).

The conversion rate from lead → customer is an important metric in B2B lead generation. It shows how many of your potential customers switch from being interested to actually engaging with your business.

Analyzing the sales ladder is another fundamental part of measurement. This method reveals where your leads get lost in the process or where they get ‘stuck’, enabling you to adjust your strategy.

It’s not just about generating leads, but also about converting them into actual customers. To optimize your conversion rate, you need to continuously monitor and adjust your strategy based on these data analytics.

Effective lead conversion

Effective B2B lead conversion is crucial as it’s all about turning potential customers into real customers. Here, effective and personalized communication is key to improving the conversion process.

It takes strategic insight and time to understand and match your ICP’s needs in a B2B context. The goal is to substantiate the value of the product or service to retain leads into the buying cycle.

The above may sound a bit simplistic, but in practice, it’s where the companies that succeed in lead generation differ from those that don’t. Increasing your conversion rate is a difficult discipline.

3 tips for your B2B lead generation

The value of creating continuous processes, setting concrete goals for your Ideal Customer Profile (ICP) and creating harmony between sales and marketing is indispensable.

There’s no doubt that strategic B2B lead generation can significantly increase your sales. Following these three tips will give you an advantage in creating an effective B2B lead generation strategy.

Set up continuous processes

Continuous processes are a powerful tool to strengthen your B2B lead generation. They ensure your strategies are consistent, effective and always optimized.

Establishing continuous processes in B2B lead generation is essential. This continuity will strengthen your lead generation in several areas. For example, in SEO, Google will reward you for continuously optimizing or publishing content. Similarly, if you continuously post on social media, you’ll have a better chance of being top-of-mind.

Set concrete goals for your ICP

An effective way to create tailored and targeted B2B lead generation strategies is to target your personas or Ideal Customer Profile (ICP). The ICP helps define who your ideal customer is, allowing you to focus your marketing efforts on attracting them.

Not only is it not enough to identify the ICP, you also need to constantly update and adjust it based on market trends. This ensures you’re always pursuing the most relevant and valuable leads. For example, when AI emerged, many companies’ B2B lead generation took a shift and focused on uncovering this area as well.

The interplay between sales and marketing

Fostering closer collaboration between sales and marketing is essential to maximize the effectiveness of your B2B lead generation. This interaction can generate a deeper insight into what challenges the leads are facing and what their thoughts on your solution are, which is why knowledge sharing between the two departments is important. Likewise, we find that companies struggle to streamline the bridge between marketing and sales when it comes to handing over leads and they end up getting lost. It is therefore important to optimize your processes or get a system that can create this bridge. You can read how we help companies create synergy between sales and marketing here: HubSpot as a Service.

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