Best B2B Lead Generation Strategies for High Growth Companies
Updated: Jan 25
What is B2B Lead Generation?
Business to business, or B2B lead generation identifies customers (leads) for a business's products or services. Lead generation is typically the first step in the sales process, followed by pipeline management and prospecting.
B2B lead generation can be done through various means, including cold-calling, email marketing, search engine optimization (SEO), and content marketing. B2B lead generation aims to generate more sales leads for the sales team.
Additionally, lead generation can help to build brand awareness and create a pipeline of potential customers even if they don't convert immediately. Cold-calling, for example, can be an effective way to introduce potential customers to your products or services even if they're not ready to buy yet.
By staying top-of-mind, you increase the chances that they'll reach out when they are prepared to make a purchase.
Why is B2B Lead Generation so Critically Important?
Sales is a bit of a funny game. If you don't have any leads, you're not going to make any sales. It's as simple as that. But what exactly is a lead? A lead is simply someone who has somehow shown interest in your product or service. Maybe they've filled out a form on your landing page to grab a lead magnet or subscribed to your email list.
Perhaps they've even gone so far as to purchase something from you. Whatever the case may be, they've moved further down your sales funnel and become warmer to the idea of doing business with you.
That's why B2B lead generation is so important. To keep your sales pipeline full of prospects, you need to constantly generate high-quality leads. And not just any old leads, but high-quality leads that are likely to convert into customers.
There are several ways to generate leads, but content marketing, search engine optimization, digital advertising, and social media marketing are some of the most effective.
By creating helpful content and making it easy for potential customers to find you online, you can generate a steady stream of high-quality leads that will help keep your business booming.
What Does an Excellent B2B Lead Look Like?
Sales are the lifeblood of any business, but generating leads can be challenging, especially for companies that sell to other companies. So what does an excellent B2B lead look like? First and foremost, it should be relevant to your business.
That means it should come from a company that operates in the same industry and needs your product or service.
It's also essential that the lead be high up in the sales funnel. In other words, they should already be aware of your brand and be interested in learning more about what you have to offer.
Finally, an excellent B2B lead should be "cold." That is, they should not have any preexisting relationship with your company. If you can find leads that meet all of these criteria, you'll be well on your way to closing more sales and growing your business.
What is a Marketing-Qualified Lead?
Marketing-qualified leads (MQLs) are sales leads determined to be more likely to convert into customers than other leads. This determination is usually based on factors such as lead score, online behavior, and engagement with marketing collateral.
In most cases, MQLs are generated by marketing activities such as website visits, white paper downloads, or email opens. Once a lead has been identified as an MQL, it is passed on to the sales team for further nurturing and development.
The main difference between an MQL and a cold lead is that an MQL has already shown some interest in your product or service. This means they are more likely to convert into a customer than a cold lead who knows nothing about your brand. For this reason, MQLs are often referred to as "warm" leads.
While cold leads can be generated through various means, such as trade shows or list purchases, MQLs are typically generated through inbound marketing activities.
This could include website visits, organic search traffic, or social media interactions. For a lead to be considered an MQL, they must typically perform some action that indicates they are interested.
What is a Sales Qualified Lead?
A Sales-Qualified Lead (SQL) is a lead that has been vetted by the sales team and determined to be a good fit for the company's products or services. In other words, it's a lead that's worth taking the time to pursue.
SQLs usually come from Business to Business (B2B) companies, although they can also come from Business to Consumer (B2C) companies. These leads have been subjected to marketing, whether an ad, a website, or even just word-of-mouth.
The SQL then goes through a sales funnel designed to weed out the less interested leads. By the end of this process, the SQL should be excited about your company and ready to buy what you're selling.
If all goes well, the SQL becomes a paying customer. But if not, they become a cold lead, which is essentially a dead end. sales-qualified leads are essential for any business that wants to increase its sales and grow their brand
Who is Responsible to Generate Leads?
Sales representatives have traditionally been responsible for lead gen, but the process has become far more complex in the modern world of business-to-business (B2B) sales. No longer can sales simply make a few calls and hope for the best.
Instead, they must now work hand-in-hand with marketing teams to create a comprehensive lead generation strategy. The first step is to create awareness of the brand through various marketing channels.
Once potential customers know the company and its offerings, they can be funneled into the sales process through various lead generation activities. These may include attending trade shows, participating in webinars, or filling out online forms. The goal is to eventually land a meeting with a potential customer, at which point the sale can be made.