According to a study by HubSpot, 63 percent of B2B businesses believe that generating leads is the toughest part of marketing their services and products. Similarly, 61 percent feel they lack the money, time, or staff to effectively perform lead generation tactics.
When you have a more streamlined B2B lead generation campaign strategy with diversified lead generation tactics, it becomes less of a challenge.
So, let us dive into some of the most vital components of a diversified lead generation strategy.
5 Lead Generation Tactics for B2B Businesses
Here are five effective lead generation tactics for B2B businesses:
#1: Cold calling
It is one of the best lead generation tactics that you can use for your business. Unlike other lead generation strategies, this technique places you into direct contact with customers. Cold calling is particularly important, considering how frugal customers have become over the past few years due to the sinking economy. So, remember that your number one opposition right now is the status quo.
Forget about the ROI for a second. Every customer asks, “Does purchasing this product make sense for me?” and you must be able to give them that reason.
We understand that telemarketing has a bad reputation, but that should not deter you from pursuing this technique. Or else you will be missing out on excellent leads if you do not start cold-calling leads sooner or later. Many businesses either hire an in-house sales development team or outsource their SDR needs to fractional B2B sales development companies.
#2: Social selling
Social selling for lead generation refers to using social media platforms to generate leads and feed your sales funnel.
Now, this does not mean pasting callous email templates into LinkedIn and sending them out to your contacts. This is considered “spammy selling” that decreases your chances of closing a lead to zero. Tilting towards the softer side of the sales spectrum can differentiate you from traditional lead generation techniques because there’s less emphasis placed on an immediate response.
When it comes to social selling, you have to remember that chances are pretty high that if you’re selling your services to someone through LinkedIn, a dozen other companies are as well. The key to successful social selling is to add in a layer of personalization and to address their pain point.
According to a study by LinkedIn, 78 percent of social sellers outperform their peers. Moreover, they are far more likely to receive sales opportunities and hit quota. When executed the right way, social selling helps develop two essential elements of the B2B sales cycle: credibility and relationships.
#3: LinkedIn Outreach
LinkedIn has become a go-to tool for internal sales teams regarding prospecting, qualifying, and closing sales. The website’s popularity mirrors how essential social media has become in the B2B buying decision process. Ninety-two percent of B2B marketers prefer LinkedIn. Eighty percent of B2B leads come through LinkedIn at an outlay of 28 percent lower than Google Ads.
The reasons LinkedIn is so powerful in generating qualified leads are:
- Your buyers are here
- You can focus on quality
- Quality people = High-quality leads
- Exceptional analytics
Marketing is a comprehensive term that includes many approaches and channels, and advertising is just one of them. In our increasingly digital time, it can often feel like a technique of the past. However, when utilized correctly, advertising can perform as an effective lead generation tactic.
Advertising can be used for both online and offline platforms; therefore, explore how best to harness every approach to generate leads for B2B businesses.
#5 Email Outreach
Another large part of lead generation is email outreach. Lead generation doesn’t just stop at a phone call or a connection on LinkedIn. Successful lead generation tactics will also blend in email outreach.
Some instances in which you may need to use email outreach for lead generation is:
- Establishing initial contact.
- Follow up emails after speaking/meeting with them.
- Industry related news that may impact them.
On average, it takes approximately three to four emails to hear back from a lead, so don’t be too hasty to give up on email outreach.
Adding a Layer of Personalization
It’s easy to craft some generic and unoriginal sales templates for your sales team to use in their lead generation efforts. However, by personalizing your approach, you are more likely to find success as you’re demonstrating that you have a clear understanding of your target audience and what their pain points are.
That layer of personalization is based around the buyer persona. What is a buyer persona? A buyer persona is a detailed description of an individual or group of people that represent your target audience. They are the embodiment of your potential customers.
What are their habits? Are they on the brink of retirement? Avid travelers? Pet owners? Parents? Identifying all of those characteristics and demographics can help you personalize your approach. In order to truly be successful in lead generation, you have to put yourself in the mindset of the customer.
Many business owners find that they either don’t have the budget for a full-time in-house sales team or the time to do it themselves. In this instance, many will turn to fractional SDR and outsource their sales need to companies such as SalesGig. These companies come equipped with the latest technology and pre-trained sales teams who are able to conduct lead generation from ground up, getting leads to set appointments.
Lead Generation Tactics for B2B Businesses
These lead generation tactics can help you propel your B2B lead generation to the next level.
- Start by choosing the correct platforms to engage with decision-makers.
- Understand that you will engage with them differently than you would with B2C.
- Smartly deal with paid advertising.
- Do not overspend to attain a greater ROI.
- Consider fractional SDR for your sales needs.
- And diversify your lead generation tactics to win.
If you’re struggling to capture B2B leads and the tactics we just discussed are not falling into place, then companies like SalesGig can help you improve your B2B lead generation strategy and implementation to assist you in growing your business.
Lead generation falls into two main categories: outbound lead generation (cold calls, direct mail, advertising and e-mail marketing) and inbound lead generation (SEO, social media, PPC).
B2B lead generation is the process of identifying the ideal customers for your product or service, then attracting them to buy. It is an essential activity for B2B sales and marketing teams.
Lead generation is the act of stimulating interest amongst your target audience for a particular product or service so you can draw them into your sales pipeline. Because lead generation helps to feed the early stages of your sales process, a robust strategy is essential to successful sales.