B2B Lead Generation: The Complete Guide

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• B2B Lead Generation,

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• What is a lead?

A lead is a prospect who has been identified as a
potential buyer for your products or services.
Leads express their interest by sharing their
contact information, such as an email or a phone
number.   Prospects can show interest in a range
of ways. Some common ways include   By
downloading a free guide. Following your social
media account. Completing a contact form. Others
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• What is lead generation?
• Lead generation is the act of identifying the
  prospects and initiating their interests so that
  they can be nurtured and turned into customers.
• Below are the key elements of B2B Lead
  Generation
• . Identifying prospects that are likely to
  benefit from your products or services
• . Attracting the prospects through different
  marketing campaigns
• . Screening prospects based on their level of
  interest in your offers and how . much they match
  your ideal buyer profile
•  

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• Types of Leads
• The way businesses categorize leads vary greatly
  from company to company. Here are different
  criteria on the basis of which B2B leads can be
  divided.
•  
• On the basis of purchase intent
•  
• Cold sales lead It refers to a business that is
  a good fit for your product or service but hasnt
  engaged with your brand yet.
• Warm sales lead It refers to a business that has
  interacted with your company directly by taking
  certain actions, such as filling-out contact
  forms.
• Hot sales lead It refers to a business that has
  shown a strong intent to purchase.

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• On the basis of different levels of sales and
  marketing funnel
•  
• Top of the funnel These are the passive leads
  that come from indirect CTAs on your website. For
  example, when visitors sign-up for the email
  newsletter.
• Middle of the funnel These are the leads that
  show more buying intent. These are website
  conversions. For example, they may have requested
  a video demo.
• Bottom of the funnel These are the leads that
  directly request a phone call, consultation or
  office visit, etc.

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• On the basis of the actions the leads take after
  the initial conversion
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• Information Qualified Lead (IQL) The leads that
  provide their contact information in return for
  some type of useful information, such as an
  eBook, whitepaper. These leads have just started
  to research a solution.
• Marketing Qualified Lead (MQL) If an IQL becomes
  interested in the solutions that you have to
  offer, they are known as Marketing Qualified
  Leads. Such leads usually download the
  information about your companys product or
  service. 
• Sales Qualified Lead (SQL) If the MQL moves to
  the decision stage, they become Sales Qualified
  Lead. An SQL is a potential customer that shows
  an interest in buying your companys
  product/service. 

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• Why should you classify the leads into different
  categories?
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• Only 4 of website visitors are the ones that
  actually make a purchase. Source
•  
• By classifying leads into different categories,
  you can make sure that your company is following
  up with the warmest leads and spending less time
  with the less interested leads. Here are some
  other benefits of classifying leads into
  different categories
•  
• It enables businesses to customize the lead
  nurturing process.
• It makes the coordination between sales and
  marketing teams smoother.
• It improves conversion rates.

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• How to Qualify a Lead?
• While qualifying a lead, we determine whether or
  not a prospect fits our target customer profile
  and has the potential to become a long-term
  customer. It involves the following steps
•  
• Step 1 Prospect and Gather Data about the
  potential customers
• There are various tools that can be used to
  perform prospecting activities. Online databases
  such as Data.com and LinkedIn are some examples.
• During the prospecting process, information is
  gathered about the potential buyers, which can
  include
• Name
• Job title
• Email address
• Company
• Phone number
• Other useful information
•  
• After the information has been gathered, the next
  step is to qualify the leads.
•  

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• Step 2 Ask Qualifying Questions
• Qualifying questions help B2B companies determine
  if a given company is the right fit for their
  product or service.
• Below are the examples of some qualifying
  questions
• Are you the key decision-maker (KDM)?
• What problem are you currently facing?
• Do you need the products and services that we
  offer?
• Do you have a specific budget in mind?

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• Ask Survey Questions
• Survey questions are used to gather specific
  information about the prospects. Some examples of
  survey questions are
• How many employees do you have?
• Since when you have been using the services of
  the current provider?
• When is your contract up with your current
  provider?

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• Lead Scoring
•  
• Leads can be qualified quantitatively using the
  lead scoring method. In this method, leads are
  assigned a score to determine their willingness
  to buy and levels of interest. 
• For example, you may score a business higher if
  they regularly engage with you on social media.
• The higher a leads score, the more qualified the
  lead. 
•  
• Lead scoring is considered highly effective and a
  top revenue contributor by 68 of marketers.
  Source
•  
•  

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• Lead Generation Process
• Below are the steps involved in the lead
  generation process
•  
• The marketing channels, such as your website,
  social media pages, or blogs, lead visitors to
  your website.
• That visitor then takes action by clicking on
  your call-to-action (CTA).
• That CTA takes your visitor to a landing page,
  where you capture lead information in exchange
  for an offer.
•  
• The offer could be anything of value thats being
  offered on the landing page, like an eBook, a
  template, etc.
•  
• Once the visitor has given you their information
  in exchange for the offer, you have a new lead.

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• Vital elements of a successful B2B lead
  generation Strategy
•  
• Below are the vital components of a B2B lead
  generation strategy that you need to prepare
  beforehand
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• Customer touchpoints Touchpoints refer to the
  places where customers interact with your brand
  throughout their journey. By identifying the
  right touchpoints, you can offer the right
  information on the right platform.
•  
• Touchpoints can be online as well as offline.
•  
• Examples of Online Customer Touchpoints
• Website
• Chat
• Newsletter
• Blog
•  
• Examples of Offline Customer Touchpoints
• Networking events
• Trade Shows
• Conferences
•  

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• Customer Journey Map
•  
• This is the visual representation of how your
  customers interact with your brand at various
  touchpoints. This will help you ascertain the
  kind of information you will offer to your
  prospects at different stages of their buyer
  journey. Below are some essential elements of a
  customer journey map
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• Diagrammatic representation of customers journey
• Interactions that will place between the customer
  and the brand
• Areas where customers are likely to experience
  difficulties
• Important areas that make or break the
  relationship
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• Ideal Customer Profile and buyer personas
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• This defines the companies that would fit best
  for your products and services. 
• By defining the ideal customer profile and buyer
  personas, you would be able to target the right
  companies for quality lead generation. Here are
  the basic steps involved in building the ideal
  customer profile
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• Gather client data
• Describe your clients using data
• Identify the best clients
• Write down the ideal customer profile
• Find your ideal customers and start targeted lead
  generation
•  

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• Lead Generation Funnel
•  
• This is the visual illustration of how prospects
  come to know about your business and get
  converted into a lead. By using a lead generation
  funnel, you will be able to guide your unknown
  visitors through a journey toward conversion.
•  

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• Effective channels for B2B Lead Generation
• For B2B lead generation, online, offline as well
  as a combination of both are used. Below are some
  common channels for B2B lead generation. 
• Email Marketing
• Content Marketing
• Live Events
• PPC
• SEO
• Print Media
• Social Media

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• The best B2B Lead Generation Strategies
•  
• Although there are many lead generation
  strategies used by B2B companies, here are some
  strategies that yield good results
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• Create irresistible lead magnets
•  
• Lead Magnets are the helpful resources that you
  can offer to a prospect in exchange for their
  contact information.
• Some examples of lead magnets are
• Webinars
• How-to guides
• Case studies
• Research reports
• Publish SEO friendly blog posts
• Add a dynamic CTA
• Retargeting website visitors
• Targeting competitors keywords on Google Ads
• Leveraging LinkedIn to target high-value
  prospects
• Hosting Webinars
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• Publish SEO friendly blog posts
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• Google is the trusted friend of B2B buyers when
  looking for solutions to their problems.
  Therefore, in order to be discovered by potential
  customers, it is important to publish
  SEO-friendly blog posts. Here are the 7 key
  elements of an SEO-friendly blog post
• Pick the right target keywords
• Use the keywords in the right places in your post
• Create unique, engaging and value-driven post
• Focus on writing longer blog posts 700 words
  minimum
• Optimize the images for SEO as well
• Use internal links within the post

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• Add a dynamic CTA at the end of your blog posts.
•  
• Once you have published SEO-friendly blog posts,
  add a dynamic call-to-action at the end of the
  post.
•  
• Dynamic CTAs are smart, personalized CTAs that
  are tailored according to the visitors.
•  
• They can be used in several ways to generate
  leads, such as
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• For promoting offers based on buyers lifecycle
• For tailoring the offers to different buyer
  personas
• For retargeting
•  
• Heres an example of dynamic CTA offering free
  shipping to first time visitors.
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• Retargeting website visitors
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• A majority of the website visitors leave the site
  without sharing their email on their first visit
  retargeting those lost visitors on social media
  and using Google adwords allows you to establish
  communication with them and offer them something
  relevant.
•  
• Did you know?
•  
• 43 of retargeted website visitors are likely to
  convert

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• Leveraging LinkedIn to target high-value
  prospects
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• LinkedIn is a platform where you can interact
  with high-value prospects directly and reach out
  to the decision-makers of the target companies
  directly. To convert such customers, you have to
  offer something unique and valuable in which
  high-level professionals would be interested.
•  
• Hubspot found LinkedIn to be the best social
  media platform for lead generation.
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• Hosting Webinars
• Hosting Webinars can showcase your expertise in
  the field. Through webinars, you can also show
  your prospects how you can solve their problem.
•  
• 73 of B2B marketers deem webinars as an
  effective way to acquire high-quality leads.
  (Source)
•  
• Here are some effective ways to increase leads
  using webinars
•  
• Incentivize the webinar attendees with enticing
  offers at the end of your webinar.
• Market your webinar to the right audience.
• Deliver value through webinar.
• Create informational webinar landing page
• Focus on post webinar follow-up to improve sales
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• Metrics to track to measure the success of your
  lead generation strategies
•  
• Here are some lead-generation metrics you should
  be tracking to manage and improve your B2B lead
  generation.
• CTR or click-through rate It is the number of
  clicks you receive on your ads.
• CPL (cost per lead) This measures the amount
  each lead costs your marketing team. 
• Conversion Rate By using this metric, you can
  track the percentage of visitors to your website
  or landing page that convert
• Leads per channel  This means how many leads are
  generated per channel.
• Month-to-date success - Knowing where each
  channel stands against their monthly target every
  week.
• ROI  Calculating Return On Investment helps you
  ensure you dont invest budget in areas that fail
  to deliver a result. 

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• Lead Generation Takeaways
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• Lead Generation builds proper sales pipeline and
  increases revenue.
• Identify high-value leads and focus on them.
• Offer something of value to the prospects to
  convert them into customers.
• Experiment with different lead generation
  channels and strategies
• Track the important lead generation metrics.
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