4 Proven Tactics to improve B2B Lead Generation

B2B Lead Generation

B2B lead generation involves generating “sales-qualified leads” for your company. The quality of lead is gauged by its relevance and scale. By relevance – the lead is ranked by its fit back to your products and services, to be an ideal target customer for your company; and by scale, it’s all about sales revenue potential – the volume and project size opportunity.

Following the below 4 tactics will help you execute a marketing campaign to improve your B2B lead generation success:

1. Develop a winning call to action

A winning call to action needs to capture awareness, interest and produce a favourable response from your prospects. Work with your messaging to build a level of trust, engagement, and then action.

The messaging needs to create an action to click, download, and fill out a contact form. You need to clearly communicate exactly what action the prospect needs to take — making it very clear what will happen once they click on a button or link in your marketing material.

2.  Use a push and pull approach

A push approach may involve a series of EDM communications to get your message out to your audience. In the EDM ensure there is a series of messages that connect. This may involve a teaser, introduction to your brand, further information an offering, etc. A pull approach may involve a series of landing pages built off an organic or paid digital campaign, also leveraging social media channels such as LinkedIn.

3.  Follow up with scripted telemarketing

Telemarketing will definitely support and further qualify leads generated from “marketing-qualified” to a “sales-qualified”. Questions can be asked by the telemarketer to further qualify based on the prospect’s challenges, purchases, needs, and requirements. No need to hard sell when engaging at this point – this is a discovery session to determine the fit between your company and the prospect.

We treat this tactic as research for our clients and generate leads that are sales-worthy. The next step is then made by account managers and in-business salespeople to further qualify and pursue the new opportunity presented.

4.  Competitor Reviews & Measurement

Ensure you conduct competitive reviews and scans to uncover what B2B marketing messaging, calls to action, and campaigns your competitors are undertaking. Study them and examine what could work and not work leveraging similar tactics. Then transform your approach, strategy, and program to better engage with your prospects.

This will help you test, measure, and improve your B2B lead generation campaign and digital marketing presence.

We help our clients grow with integrated and tailored B2B lead generation campaigns. If you’d like some help with your approach to B2B marketing, let’s chat.

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Other Reading: Prove the ROI with your marketing

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ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.