What is a B2B Lead?

A B2B lead is a person or company that is interested in becoming a potential customer.

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

  • What lead generation is

  • What the sales process looks like

  • The roles of your marketing and sales teams

  • Important things for your marketing teams to keep in mind

Read on to learn all about B2B lead generation efforts and how you can best implement these practices into your lead generation.

What is Lead Generation?

Lead generation is the process of producing content in hopes that it will reach potential customers, or give you high quality leads.

When you generate leads, you are using various lead generation strategies to produce relevant content that demonstrates the value of your product to that consumer.

You’ll create your content marketing with your target audience in mind, especially when you are using traditional advertising and email marketing techniques.

In order to optimize your lead generation efforts, you’ll want to structure your marketing campaigns around your potential buyers while keeping your product or service central to your messages.

After the content has been created and posted on various platforms, the heavy lifting of the lead generation process now transitions from the marketing team to the sales team.

Each of the qualified leads generated from your content will be assigned to a sales rep, and the now sales qualified leads will go through a sales funnel, where value of the product is emphasized and any questions are answered.

At the conclusion of the sales pipeline, these leads will ideally be ready to become paying customers!

Now that we know a little bit about generating leads, let’s take a closer look at the sales cycle and how this piece fits into the lead generation puzzle.

What Does the Sales Process Look Like?

Once the marketing team has taken the time and effort to create content marketing to aid in your lead generation, your sales team becomes in charge of the new leads generated from this content.

At this stage, the sales leads have been attracted to your business by something they saw within the advertisements they saw, but they likely still have questions about your business and may not even know how your service would benefit them.

This is where the sales process begins.

Here at the steps involved in this process:

  • Once the new leads have gone to specific landing pages, someone from your sales team will become a designated representative for that specific lead.

  • They will use sales tools to answer any questions, while also demonstrating the value and necessity of your product.

  • They will continue to be a resource for this lead throughout the sales funnel, fostering a relationship with this lead along the way.

  • At the end of this process, the qualified lead will be ready to become a paying customer!

As your lead generation strategies improve and more leads come your way, your sales teams will be instrumental to the success of your lead generation campaigns.

Your sales and marketing teams will both be essential to the success of your lead generation, so be sure to prep both teams accordingly and do the research necessary to make your system work.

As your customer data platform grows with existing customers, you can continue to target high value leads through your ad campaigns and social media marketing.

Now that we know how the sales team will capture leads, let’s backtrack and go over exactly what your marketing team is doing to strengthen your demand generation efforts.

Start filling your sales pipeline today

Important Items for Your Marketing Teams to Consider

In traditional marketing, business growth and the capacity to increase sales are at the forefront of the marketing efforts of your business.

These purposes should still be central to your marketing team and the content they are creating, but with lead generation, the focus must also be on the tangible value of the product you are selling.

In order to generate high quality leads through your content, make sure you are utilizing the following platforms and methods:

  • Social media marketing

  • Search engine optimization

  • Testimonials from existing customers

  • Marketing automation that specializes in lead nurturing

  • Customer success stories

  • Search engines

  • Social media posts and engagement

As you learn how each platform generates leads, you’ll be able to curate content specifically suited for these platforms and ultimately generate more leads.

Another important item to consider is the idea of curating content geared towards “ideal customers,” ultimately appealing to new customers that your business would love to work with.

An ideal customer is someone who is drawn into your business for the right reasons, so this is why creating content with your product at the center is extremely important.

Whether you are obtaining a marketing qualified lead, sales qualified lead, or just hot leads, showcasing your services in your ad campaigns will give you the best lead generation results.

Always be thinking about your potential customers, as well as the lead generation strategies you have in place to help with generating leads and reaching your target audience.

As long as you are striving for improvement and keeping your purpose clear, your sales and marketing teams will be in a great spot to aid in lead generation.

How Kennected Uses B2B Lead Generation

As a lead generation company, Kennected is a business who really values the power of successful lead generation strategies and all that this service can do for your business.

Using various lead generation tools to aid with capturing leads will get you more leads, eventually growing your client base and giving you more material to create content with, starting a great cycle of growing your existing customers and generating more leads.

Take the time to appeal to high quality leads, and always keep your intentions clear in your marketing efforts.

Use B2B lead generation to your advantage and you’ll see the benefits straightaway. 

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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