Addressing the wrong audience can be just as disastrous as communicating with the right one poorly. Lead generation is about giving potential services and prospects the attention they deserve. If you aren’t engaging with the right consumers in the best way possible, the time and budget you sacrifice will collide head-first with a dead end.
Why Does Lead Generation Matter?
B2B lead generation is the most effective method of increasing sales. Without first attracting customers and sustaining their interest, your profits will flatline.
Lead generation efforts occur in the initial stages of the sales process. In particular, B2B leads are company decision-makers with the potential to become customers.
Best Practices for B2B Lead Generation
While there are no hard rules to lead generation, there are optimal methods for turning leads into paying customers.
1. Set Your Objectives
As with any business, goals give you something to work for. Making a profit is a given, but crafting specific ways to measure lead generation activity will let you know whether you’re on the right track or have room for improvement.
Focus on a primary objective with every campaign. Perhaps you’re looking to generate leads through social media in the following month and need to get a head start on your Facebook ads. Maybe you’re looking into something broader, such as engagements.
Assign metrics to measure success. These items might include the number of shares, likes, and comments on your posts or responses to email campaigns.
2. Differentiate Between MQL and SQL
Marketing qualified leads (MQLs) pertain to prospective clients earned when the company obtains personal information. There is no guarantee that deals on MQLs will be closed. On the other hand, sales qualified leads (SQLs) are more likely to close.
Both leads allow business marketers to take note of various success parameters. MQLs, for instance, indicate the number of consumers you’re attracting, while SQLs take a closer look at lead generation activity.
3. Develop Relevant Content
Well-crafted content is as good as useless if it doesn’t resonate with the right audience. Consider your content’s intention—are you trying to make a direct sale or asking consumers to sign up for a promotion? Ensure that it transcends an unmistakable CTA and follow-up.
Different channels will produce varying results. For instance, an email campaign might increase traffic, whereas web content can encourage sign-ups. Personalize content by letting consumers know you’re after their best interests—not your sale.
4. Target Your Assets
Approach advertising and sales in a consumer-forward way. Don’t think about what sells—think about what solves the problem. Give customers what they want—and do it fast.
Target your conversations and provide as much information as concisely as possible. Remember that how your website navigates can impact your SEO performance. Ditch the fancy animations for something sleek and straightforward.
Conclusion
Lead gen for startups doesn’t occur overnight. However, with the appropriate tools, discovering, optimizing, and scaling your pipeline is as easy as automated.
WhoKnows’ B2B lead generation services cover all marketing aspects—from email to social media to telemarketing. Powered by AI, our technologies are state-of-the-art while remaining affordable and entirely scalable. Get in touch with us today!
