If you work at a B2B (business-to-business) company, you know just how difficult it can be to find leads. What’s more difficult? The process of turning a lead into a prospect…turning a prospect into a client is even more difficult.
What does lead generation typically look like? It looks like a sales funnel! A sales funnel is when you grab a lead’s basic information such as name, company, and email address and begin personalized communication to nurture them to ultimately become a client.
So what’s the best way to generate leads? A strong lead generation process!
Here’s a list of 5 ways B2B companies can generate leads:
- Use Social Proof
Testimonials, case studies, Youtube clips, you name it— if you want other businesses to trust that your product and your business is valuable to them, you’ll need to give them reasons to trust you! Erase any doubts about your product or service by showing your leads that they’re making a smart purchase decision.
- Create Lead Magnets
How do you grab your leads’ attention to begin with? In B2B marketing, we use something called a lead magnet. A lead magnet can be a blog post, detailed guide, case study, or how-to that addresses the day-to-day challenges of your target prospect. If your B2B company solves key issues, show them you’ve got the know-how to tackle them.
- Host a Webinar
Webinars haven’t gone out of style. In fact, they’re one of the key ways marketers and sales professionals generate leads to this day. If your company can create and host a webinar that appeals to the needs of your target audience, you can generate higher-quality leads. A live, experiential webinar is often one of the best ways to upsell and interact with your prospects.
- Launch a Cold-Emailing Campaign
Cold emails are the new cold calls! But as a lead generation tactic, they have far more promising aspects. Cold email campaigns allow your B2B company to bring awareness of your offering to a very large group of your target audience. If done correctly, a cold email campaign can generate several leads within one week of launch. Want to get your cold email campaign right? Here are some tips:
- Use accurate, informative, and catchy subject lines
- Keep your cold emails short
- Always personalize the “To” field
- Fulfill all opt-out requests
- Always include a CTA
- Always Follow Up
No matter the lead generation tactic, one of the fundamentals of turning a lead into a client is to follow up with them. For instance, one cold email might slip under the radar in your lead’s inbox. But after following up a 4th or 5th time, your lead is more likely to take a look at your email, hear your sales pitch, and gain awareness of your company and what you do. Following-up is a game of statistics; the more often you follow up, the more likely you are to increase your chances of converting a lead to a client.
Is your B2B company looking for B2B marketing support? At Ajax Union, our team of marketing experts specializes in all B2B lead generation tactics, such as content marketing, account-based marketing, paid search, social media management, sales funnel creation, cold email campaigns, email marketing, and beyond. Learn more about what we do here.
To discuss your company’s lead generation strategy, contact us here.