B2B Lead Gen Explained

Table of Contents

B2B lead generation is the process of curating content for your specific target audience and gaining prospective leads from this information, ideally shifting these leads into paying customers at the end of the process.

Throughout this article, we’ll cover the following topics:

  • What lead generation is

  • How to generate leads

  • The roles of the sales and marketing teams in this process

  • How to strengthen your lead generation strategy

Read on to learn all about B2B lead generation efforts and how you can best fit this practice into your content creation.

What is Lead Generation?

Lead generation, or B2b lead generation, is the process of obtaining high quality leads from your content marketing and sales process.

Online lead generation is extremely important for the success of your business, as this process helps you gain new customers and also fuels the cycle of reaching new members in your target audience.

The first step in this process involves utilizing the strengths of your marketing team to create marketing campaigns that will reach potential customers.

Once qualified leads have been generated and placed into respective landing pages, your sales team can now begin to foster a relationship with each lead and ideally convert them into paying customers.

Now that we know a little bit about generating leads and the process involved, let’s outline the strategies you should be using to generate leads for your business.

Start filling your sales pipeline today

How Do I Generate Leads?

There are quite a few lead generation tools that you can utilize to strengthen your lead generation strategies and gain more leads.

  • Use search engine optimization in your written content

  • Employ a lead generation company to help with online engagement and other services

  • Use social media platforms effectively

  • Reach out to existing customers and gather testimonials

  • Do research on the marketing world to make sure you are drawing from all sources

  • Use free tools whenever possible

  • Create content marketing that is designed to capture leads

The beginning stages of the lead generation process are rooted in the content you are creating.

Ideally, potential customers will be drawn into your business through attractive messaging and images, and if they are interested in becoming a paying customer, they become a sales qualified lead.

At this stage, the sales cycle begins.

Let’s take a step back and review what your marketing teams are responsible for during this process, as well as your sales teams.

The Roles of the Sales and Marketing Teams

Your marketing campaigns have the primary purpose of reaching your target audience and gaining sales qualified leads from this content.

Here are the best ways for your marketing team to accomplish this:

  • Model a lead generation campaign after other successful lead generation efforts

  • Use email marketing as a free tool

  • Focus on capturing leads through social media posts and other content marketing platforms

  • Use traditional marketing methods

  • Focus on a call to action within content

  • Use search engines to enhance clickable links

  • Get new leads through images and messaging

Content marketing is extremely important when it comes to lead generation, so make sure your marketing team is aware of all that they need to keep in mind during this process.

Once the leads generated have been sorted into landing pages, your sales team now takes over the process.

Here is what your sales team is responsible for:

  • Creating a sales funnel for potential customers

  • Cold calling if necessary

  • Focusing on ideal customers and helping where needed

  • Lead nurturing

  • Strengthening the efficacy of the sales pipeline

  • Minimizing pain points for potential leads

  • Focusing on the buyer’s journey and being supportive

  • Making lead generation work!

Your online lead generation is created by your marketing team and made successful by your sales team.

Make sure your lead generation campaigns are solid by ensuring that both teams are adequately prepared and aware of their vital functions!

How to Strengthen Your Lead Generation Efforts

When it comes to combining everything listed above into a solid and fleshed out lead generation strategy, you want to make sure you are doing the following:

  • Being intentional with your content marketing

  • Using lead generation tools effectively

  • Getting new leads whenever possible

  • Using your lead gen campaigns to aid with marketing activities and in line with how other businesses structure theirs

  • Including a call to action whenever possible

  • Appealing to the potential customer in a variety of ways

Above all else, variety and intentionality will get your lead generation where you need it to go.

Don’t be afraid to try something new, or employ a lead generation service to help expand your strategy.

The more content marketing you do, the better chance you have of reaching your target audience and gaining ideal customers.

Keep using demand generation strategies to reach each potential customer, and always be thinking of new ways to improve your social media marketing and start generating leads.

Start filling your sales pipeline today

How Kennected Uses B2B Lead Generation

Here at Kennected, we are all about lead generation and the ways that it can transform your business.

Each qualified lead you gain is a valuable asset, and you will learn so much through your lead generation, even when the conversion process fails.

Be sure to constantly be striving for improvement, and you will watch your lead generation and other areas improve drastically. 

Hop-On The Kennected Train

According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.

If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).

So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.

This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.

Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.

So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.

In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.

And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.

Want to see how it works?

Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day

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