B2B lead generation is one of your main challenges as a marketing manager. Let’s find out everything you need to know for lead generation in your company!
The term “lead” has become legion in the vocabulary of marketers. But do you know what this illustrious Anglicism contains? A lead is a commercial contact between your company and a potential prospect. To be so qualified, the company must have its name, first name, email address, and telephone number. This is an essential condition to be able to use it.
Have you managed to obtain the identity and contact details of a person or company potentially interested in your services? Congratulations, you have just acquired a lead! The very web expression ” lead generation ” refers to all the techniques whose objective is to generate leads. But this cannot be improvised and requires a structured method to be effective. As soon as your business is created, it is advisable to put in place a well-defined strategy, to be applied over the long term. Let’s discover together everything you need to know to optimize the number of B2B leads!
Lead Generation Through An Inbound Marketing Strategy
Creating an Inbound Marketing strategy is essential if you want to increase the number of leads generated. Simple and formidable, it is the ideal solution to transform your website and social networks into a real sales force.
It should allow you to achieve the following objectives:
- Attract visitors to your website and your social networks (Facebook, Twitter, LinkedIn, etc.)
- Generate qualified leads
- Set up a lead nurturing strategy (we will detail this point below)
Start by taking inventory of your needs, and the various channels through which you want to communicate. To create content in a structured way, and not disperse yourself, we recommend that you create an editorial plan. It allows you to ensure the consistency of your editorial line, and to anticipate the production of the content necessary for the smooth running of your marketing plan.
But what should be included inside? Start by doing some keyword research using a tool. Identify all the priority keywords defined according to search volumes and competition on Google. This will allow you to optimize your natural referencing for free, to appear at the top of Internet searches.
Once on your website, the qualified lead is not yet acquired! It is necessary to direct the visitor to fill in a form or any other means that could lead him to communicate his personal information to you:
- Subscription to a newsletter
- Sending premium content or your brochure to their email address
- Subscribe to news alerts
- To order a product
- Filling out a “Contact us” form requiring you to mention your information, etc.
Attend Trade Shows
The stand is a contact space par excellence. Pay particular attention to visitors who provide you with their contact information, or who want more details about your product and service offering. The key lies in your ability to cause demand generation. To do this, anticipate them! Before welcoming attendees to your stand, you must ensure that the leads need your products. Create the maximum of added value around the event: explain the reason for your presence, what you expect there and what visitors will be able to find on your stand.
Finally, it is important to know how to qualify leads after the show. First, they must correspond to your real target customers. Be aware that not every customer is necessarily an added value for your brand or company. Generate contacts after the show by sending him more information, or by distributing your newsletter for example.
Create A Real Lead Nurturing Strategy
Lead nurturing consists of delivering tailor-made content to your prospects to create or improve a privileged relationship with them. This will make it easier for you to gain their trust and build your credibility. For example, we advise you to offer the download of presentations, e-books, infographics, etc. Some customers appreciate receiving invitations to special events or free trials. This naturally depends on your company profile, your product and service offering, and your target customers.
To track your results over time, don’t forget to compile a list of KPIs ( Key Performance Indicators ) to measure the profitability of your lead acquisition strategies. Adjust them over time, and thus optimize your performance in the long term to acquire new customers! So, what are you waiting for to take the plunge?