What are the practical techniques for generating qualified leads in B2B?
B2B commercial prospecting can Also, lead generation is a fundamental step in a company's sales process, in digital marketing .
Several methods can be used by your marketers to effectively generate leads if you sell B2B. The fact is that you only need to adopt the right techniques to ensure the development of your sales.
How to define lead generation?
In B2B, a lead is a company (which can be represented through a person) which demonstrates a particular interest in the services you offer. In other words, a lead consists of a possible sales lead for your business.
The generation of leads , for its part, brings together all the methods and tactics used by companies in order to capture and arouse the interest of qualified contacts and potential customers to develop sales.
The principle of a sale is based on three major pillars according to a priority order, the commitment of a discussion, the establishment of a relationship and the conversion. The generation of leads comes into play from the first step. Ideally, a lot of information concerning a lead must be obtained in order to define whether or not it will be a good commercial track to be developed.
Define your buyer persona
You must define your typical customer profile, this is the basis of your commercial prospecting . The more you know about the characteristics of your target audience, the more you will increase your chances of converting. You need to have as much information as possible in order to establish your persona more precisely.
To do this, look for essential information to better understand the needs of your targets. You can make the following list of questions to achieve this:
- Who is your customer? (her personality)
- Where does he live?
- What are his main interests? (what he likes)
- What is his lifestyle like?
- How much does he earn? etc.
Determine the locations to reach your targets
Knowing the right customer profile will not help you if you do not know where to join it. Thus, you must develop a marketing plan and an inbound marketing strategy to better determine the digital leading channels of leads which will be effective for your business. These channels can be social networks ( Linkedin , Facebook, Instagram, etc.), emails ... Go where your targets are in order to optimally activate the right levers.
Build a chat funnel to facilitate the buying journey
A fairly important approach to do upstream is to optimize your destination pages or landing page to generate qualified leads . Visitors do not chance on your site, they are there for a specific objective.
The purpose of this approach is to be able to collect the personal contact details of your prospects by transforming visitors to your site into contacts. The easiest way to achieve this is to offer your visitors promotional content and with high added value to arouse their interest. From this, you will invite Internet users to leave their contact details through a registration form integrated into your newsletter or a reduction voucher.
According to studies, more than 70% of Internet users start with a Google search when they want to find something . The referencing of your site will then be essential for your visibility to be optimal.
Opt for targeted emailing
E-mailing is an always topical marketing To find customers , e-mailing remains among the most reactive channels and requires little investment compared to the resulting profitability.
In B2B, an email sending campaign allows segmentation of your contact lists. You can therefore produce personalized content that meets the expectations of each type of lead. The campaign is implemented in less time and its traceability can be done in real time. The latter is accompanied by the most concrete statistics.
You can also automate your marketing email by opting for a CRM tool. Buying an e-mail base from a service provider is also a good option available to you. Indeed, this kind of provider can provide you with a database around 5 million contacts. This will further enhance the number of targets to convert.
Social networks are the platforms most used by Internet users, in addition to the email. The possibility of creating conversations with prospects is greater. In order to interact with your audience, you are obliged to be present on all types of social networks available as by creating a Facebook page, a Twitter or Pinterest account, a profile on LinkedIn, etc. The goal will be to redirect your prospects to your purchasing journey to transform them into qualified leads .
Implement multi-channel prospecting
Of course, social networks and mailing are the two main digital channels to exploit, but that does not mean that you should only use these two means. Simultaneously, you must use various acquisition channels. Increase your touchpoints by using different means of communication.
Determine the most qualified from lead scoring
Lead scoring is a marketing method which consists in putting scores to your contacts . Indeed, among the contacts you have acquired, there are those who are hot prospects and others that are cold. They must then be distinguished in order to increase your probabilities of converting them into customers and concluding sales. Many criteria are to be considered to make an effective lead scoring, such as information on the prospect as well as his behaviors and his commitment to the brand.
The generation of leads is an essential marketing approach. A good marketing database and the exploitation of digital channels will be essential points to take into account to acquire qualified leads .
