The Complete B2B Lead Generation Process

Table of Contents

The lead generation process is important to the success of your business, as it involves reaching your target audience in hopes of attracting new clients for your business.

In this article, we’ll cover the following areas:

  • A step-by-step guide to lead generation

  • Content marketing and creation

  • How to generate leads

  • The roles of the sales and marketing teams

  • Converting leads into customers

  • Other lead generation tools

Read on to receive a step-by-step tutorial on lead generation and how to make this service work for you and your business.

Content Creation

Your lead generation efforts begin with content creation, and this function will be performed by your marketing teams.

When it comes to generating high quality leads, there are a few things to remember in the content marketing stage:

  • Focus on online lead generation tools

  • Center lead generation campaigns around your product or service

  • Use multiple marketing channels to post your content

  • Include a call to action in content

  • Focus on customer success from existing customers and create testimonials to use for future lead generation

  • Appeal to potential customers through attractive visuals and well-written posts

Your content is the first thing that your potential customers will see, so put the necessary time and effort in to make this work!

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How to Use Content Marketing to Generate Leads

Now that we know a little bit more about content marketing and what it entails, let’s review how this aids your overall lead generation strategy and your ability to generate leads.

When it comes to generating leads, here’s how your content can help:

  • Create more leads with inbound lead generation software through your posting

  • Include search engines and other tools to generate high quality leads

  • Focus on “ideal customers”

  • Create ad campaigns with buyer personas in mind

  • Start generating leads from social media accounts

  • Generate sales from cold calls and lead qualification

  • Create content centered around lead capture

  • Use a variety of lead generation strategies in your content marketing

Since your content is the first thing involved in the lead generation process, make sure that it sets up the rest of the cycle well and that each piece of content posted is intentional.

Let’s review the sales process and how each team in your business contributes to the success of your B2B lead generation.

The Roles of the Sales and Marketing Teams

The inbound lead generation process begins with the marketing teams and the content they are creating.

Let’s outline the responsibilities of these individuals:

  • Create marketing qualified leads from their content posted

  • Appeal to potential buyers through attractive images and messaging

  • Utilize the best lead generation tools and lead nurturing through content marketing

  • Study what other businesses do for their lead gen and implement these practices

  • Create marketing campaigns with social media posts, email marketing, and other demand generation marketing activities

  • Focus on lead capture whenever possible

The marketing team deals primarily with the creation of content.

Social media marketing and other means to capture leads will be the biggest focus of your marketing and content team, so be sure to emphasize intentionality and purpose of your messaging at this stage.

Once the new leads have made their way into landing pages, it is now time for the sales cycle to begin.

Here are the responsibilities of your sales team:

  • Treat every sales qualified lead as a paying customer

  • Create a sales funnel and help each sales lead through this process

  • Focus on emphasizing value to each of the sales qualified leads whenever possible

  • Strengthen the sales pipeline by making it cohesive and easy to navigate

  • Turn sales leads into paying customers!

Though the lead generation process begins with the marketing team, the sales team is equally vital to the success of your outbound lead generation.

The primary function of your sales team is to help with the conversion from lead to paying customer.

Let’s go over exactly how to do this effectively.

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How to Convert Leads into Customers

Your sales team has your inbound leads sorted into a landing page– now what?

Now is the time to begin changing those leads into customers!

There are a few main ways to accomplish this feat:

  1. Demonstrate the value of your product

  2. Emphasize the necessity of your business for their own purposes

  3. Make yourselves attractive as a lead generation company

The final item on this list will not be applicable in most cases, but it is important to note that you may be able to make a sale based on the brand persona your company presents.

Focus on the company culture, the dedication to service, and overall cohesion of your business in these instances.

The first two items on this list are the main two methods you will find successful in your lead generation conversion strategy.

When you demonstrate the value of your product, you are doing the following:

  • Making sure that this client is attracted to your business for the right reasons

  • Helping to ensure that all questions are answered

  • Keeping your purpose central

  • Ensuring clarity for the potential customer

You want to make sure that the client is fully aware of the value of your product, and this is the stage that will often close the deal and convert the leads into paying customers.

You may also find it a helpful tactic to “sell” your business as a product too.

What is meant by this?

Depending on the lead you are dealing with, a partnership or collaboration with your company may be a very attractive deal.

If you are dealing with a business lead, you may want to transition away from your product and focus more on how working with your employees and company would benefit this lead.

Evaluate each lead on a case by case basis, and always be sure to emphasize value.

How Kennected Uses Lead Generation

At Kennected, we want to make sure that your lead generation strategies are effective and make a difference for your company as a whole.

Since we deal with improving lead generation on platforms like LinkedIn, we place great emphasis on having in-depth knowledge concerning lead generation and all that it entails.

Refer to this guide as often as needed, and remember to constantly keep your ideal customers and the value of your product in mind!

Start filling your sales pipeline today

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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