B2b lead generation techniques
Business has changed for good. And the need for creating a sales and marketing strategy for b2b lead generation has never been stronger. Don’t get me wrong, the need for prospecting and calling to verify contacts still has its place, but there are more effective ways to generate b2b leads.
We all know the importance of having a functional and beautifully designed website, but many don’t know how to use this as a lead generation platform. Get this right, and everything starts to fall into place.
The first place to start is actually getting your website found. I will go into more detail in other posts about SEO and social media, but for now, blogging is what i want to touch on.
A commercially focussed blog is a major tool for b2b lead generation. I’m not talking about writing content to display new starters, or showcase a new product, but identifying pain points that your clients/prospects have and writing solutions based on those questions. Again, a good strategy should highlight different stages in the buying decision process and your content should educate and engage the audience along the buying process.. eventually convincing them to convert.
Capturing those leads
In the b2b sectors, the buyer has more research at their finger tips than ever before. This means that they are researching, narrowing down and discounting companies even before they engage with anyone. The traditional methods of marketing and selling to b2b buyers has been taken over by b2b inbound marketing strategies.
A b2b lead generation buyer-led content strategy
The first place to start is get into the mind of your buyer and understand what they are looking for before buying your product. Identify what problem they are trying to solve and overcome and create your content around how your product overcomes those challenges. This isn’t about selling, it’s about informing and educating to build trust and authority around your brand.
There are 3 stages to consider
1. Awareness stage. The buyer is looking for a new product or service and seeing what’s out there in the market.
2. Consideration stage. The buyer has narrowed their search down to a selection of companies that could solve their problem.
3. Decision stage. Does the buyer trust you? Have you given them enough reassurance?