What Is Lead Generation In B2B

Table of Contents

B2B lead generation is the process where you identify your ideal customers for your business, then attract them to buy using a variety of methods.

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

  • What lead generation is

  • What B2b lead generation is

  • How to use B2B lead generation effectively

  • How to generate leads

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

  • What sales qualified leads are

Read on to learn all about lead generation tools and how to best generate leads for your business.

What is Lead Generation?

Lead generation is the process of obtaining prospective clients, or high quality leads, through digital marketing campaigns and other lead generation tools.

When you start generating leads, you will increase sales, gain new customers, enhance your marketing technology, and strengthen your social media marketing as well.

To optimize your own lead generation efforts, you will focus on developing lead generation campaigns, which involves curating content towards your potential customers through a target audience.

The most common form of lead generation is B2B lead generation, which stands for “business to business.”

Let’s dive a little deeper into B2B lead generation and see how this functions within your lead generation process.

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What is B2B?

B2B lead generation is the umbrella term for the methods that you are using to obtain leads for your business while appealing to the needs of other businesses.

Your B2B lead generation strategies should always be focused on your product or service, as well as how your company’s product can aid a prospective client.

Here are some of the best ways to focus on B2B lead generation in your lead gen campaigns:

  • Email marketing

  • SMS Messaging

  • Using traditional advertising to post relevant content

  • Using search engines to target high value leads and lead them to a landing page

  • Site retargeting

  • Search engine optimization

  • Event marketing and content

Your lead generation strategy should be rooted in the consistent and widespread boosting of your product, and each of the above methods helps you to put your successes on display.

Each of these mediums involves a certain process, so let’s outline how each of these platforms will specifically aid in your B2B lead generation.

How to Use B2B Lead Generation

When it comes to implementing these B2B lead generation strategies, you’ll want to take the time to focus your content marketing and remind yourself what you are aiming to accomplish.

You’ll want to consider how to best structure your content marketing to produce high quality leads without driving away potential customers at any stage.

Here are some ways that you can implement lead generation into your content marketing:

  • Use online lead generation to promote successes from existing customers through testimonials and video footage

  • Include a call to action on your social media marketing pages

  • Highlight the benefits of the paying customer in social media posts

  • Entice potential buyers when you create content by including a free gift or discount for service

  • Have your sales team partake in capturing leads through cold leads

  • Use demand generation software to launch ad campaigns with relevant content

Always be thinking of ways to appeal to potential leads, especially more qualified leads that you are seeking out.

Let’s outline how you can actually generate leads and the different stages of the sales process.

Role of the Sales and Marketing Teams

A lot of your lead generation strategies will stem from content creation, as outlined above.

When you generate high quality leads using this form of inbound lead generation, you will rely heavily on both your marketing teams and your sales teams to close the deal and capture leads.

Your content creation lead generation process will look something like this:

  1. Employ the skills of your marketing team to create content meant to attract site visitors or otherwise encourage lead capture.

  2. Post this content where it will be viewed by your target audience and potential customers

  3. Send the leads you have obtained to designated landing pages for organizational purposes

  4. From the landing pages, assign each lead to a specific individual on your sales team

  5. Have your sales leads travel through a sales funnel alongside a sales rep, with all questions answered along the way

  6. Direct these new leads through a sales pipeline and foster a connection with those who complete the sales cycle

  7. Turn prospective leads into new customers!

The first stages of the lead generation process are all about content creation and the roles of your marketing team within that.

At this stage, you are hoping to gain marketing qualified leads, meaning that these potential customers were drawn in due to a call to action or a piece of your content.

This content marketing can be done manually or with marketing automation, but your best results will probably stem from utilizing both to optimize your ability to generate leads.

Once your marketing qualified lead turns into a sales qualified lead, your sales team will now step into their role in the online lead generation process.

At this point, all of your leads will be compiled in a landing page, making distribution easy for your sales reps to follow and coordinate.

Now, these qualified leads will have a designated sales team member and a sales funnel that they will go through, where the sales representative answers any questions and reiterates the benefit of your services.

Through each sales lead will be helped by a designated sales rep, it is up to your sales team in the final stages of the B2B lead generation process to fully convert the leads into clients.

Be sure to take the time to prep your sales team and your marketing team for their roles in this process– you’ll see the payoff!

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How Kennected Uses B2B Lead Generation Tools

Here at Kennected, lead generation is at the heart of what we do.

We specialize in converting sales qualified leads into paying customers, and we treat each of our potential customers with the respect and care that they deserve.

Use the best lead generation tools available to you, and don’t be afraid to expand your lead generation into areas that you may not think are effective.

Take risks and reap the benefits of your lead gen!

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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