Imagine you are at a conference and see the CEO you always wanted to meet and speak. You’ve perfected your pitch for weeks and are all prepared to meet him. But just as you approach to greet him, he is whisked away by a waiter. As a result, you miss your chance.
B2B lead generation is no longer about just being seen or showing up. It is about being in the right room (with no distraction), with the right message, and at just the right time.Â
Campaigning without generating the right leads feels like shouting in the void. But as one of the trusted business lead generation companies, we feel that shouldn’t happen to you. Here is a guide that can help you build a sophisticated lead-gen engine.Â
1. Define Your Ideal Customer Profile (ICP)
Knowing whom to target is crucial before you begin a lead-gen campaign. It decides everything from content to the overall approach and direction of the campaign.Â
You must begin by defining your ICP that outlines vital factors such as industry, company size, revenue range, geography, decision-maker roles, and pain points.
Using tools such as ZoomInfo and LinkedIn can help. They can help you analyze companies already engaging with your brand and identify patterns among your top customers. Remember, the more specific your ICP, the less money and time you will spend chasing unqualified or unproductive leads.
2. Create Meaningful Content
Meaningful content reflects the problems of your prospects, offers vital insights, and solves them. You can do that through comprehensive industry reports, in-depth blog posts, whitepapers, webinars, case studies, and ROI calculators.
However, don’t restrict your content to merely information, as it is available everywhere across the internet. Instead, deliver value. That’s one factor exclusive to your experience and authority in your business domain.
3. Engage in Social Selling
Using LinkedIn strategically involves optimizing executive profiles with clear positioning, publishing thought leadership content, and engaging with prospect posts. Furthermore, you can use LinkedIn Sales Navigator for advanced targeting and run highly segmented sponsored campaigns across strategic times during the week.
Conventionally, selling is about creating compelling pitches. But today, the focus has shifted from pitches to relationships. So, provide value before you ask for the prospect’s time. Essentially, build trust before you shake hands with the prospect!
4. Leverage Email Strategy
When used appropriately, email marketing can deliver astonishing results.Â
Sequencing plays a significant role in any B2B email strategy. You must design email flows that deliver value to the prospect in various forms. Some of them include creating industry awareness, sharing relevant case studies, offering strategic advice, and providing helpful resources.
Partner with one of the most trusted b2b lead generation companies in pune and turn your pipeline into a predictable growth machine
B2B buying is a long journey. Hence, you must focus on guiding prospects and helping them navigate each stage and milestone. Avoid selling or booking demos hurriedly. Instead, focus on providing insights and maintaining a natural demeanor to help prospects reach the buying decision organically.
5. Focus on SEO (Search Engine Optimization)
Intent matters. But being visible is equally important. When decision-makers search for solutions that match yours, they should be able to see you.
One of the keys to doing it is SEO, which helps you enhance your search engine visibility. SEO-driven lead generation focuses on specific factors like creating content with high-intent keywords, creating pillar pages, building topic clusters, optimizing technical performance, and building authoritative backlinks.
Again, business lead generation companies can play a vital role in helping you optimize this conventional, yet relevant and useful strategy.
6. Use Account-Based Marketing (ABM)
B2B sales cycles are often long with larger deal sizes. Therefore, instead of wide net fishing, you must engage in ABM that focuses on specific, high-value accounts.
ABM usually includes identifying target companies, researching stakeholders, creating tailored content, and aligning sales and marketing outreach. Traditionally, the lead-gen process involves generating leads first and then qualifying them. But ABM reverses the process by beginning with accounts that matter the most.
7. Track, Measure, and Optimize
Amid the highly dynamic B2B landscape, you must continuously refine your lead-gen campaigns. Accordingly, you must monitor your cost-per-lead, lead-to-opportunity conversion rate, customer acquisition cost, sales cycle length, and return on marketing investment. Systems like Salesforce help you do it efficiently.
Continuous monitoring helps you identify what’s working and what isn’t. The process enables you to eliminate underperforming channels and align your campaign to the changing market needs. Studying and monitoring competitors is also part of this process.
Forget Random Wins. Build a Predictable Lead-Gen Engine with DemandFluence!
One of the most trusted business lead generation companies, Demand Fluence hand-holds you throughout the lead-gen process and even beyond. From identifying ICPs to ensuring continuous improvement, we help you generate qualified leads and approach them at just the right time, in the right manner. We keep your sales funnels seamlessly flowing with high-quality leads, prepared for conversion. Want to know more and get going? Please email us at hi@demandfluence.com.
