Everything you need to know about B2B leads in marketing

Overall, telephone prospecting is the best-known process for generating leads. However, this method, which has been used for a long time, is no longer as effective as in ancient times. In fact, a prospect completes almost 85% of the purchasing journey before contacting your sales representative. It is therefore essential to act upstream in order to attract your potential buyers. So how can you generate leads in order to optimize the sale of your items and services? To achieve this, you will need to make use of new digital players who can facilitate obtaining mature leads.

Implementing a content marketing method

To generate leads, we advise you to establish a content marketing procedure capable of providing interesting information for your target. So, do your research while focusing on the right questions. Determine what needs your products and services meet; the information your target is looking for; identify their needs. The content you offer must interest your target to the point of raising you to the rank of reference in the field you touch. However, you can entrust these tasks to an agency.

Offer part of your expertise for free

Lead generation can also involve offering part of your expertise free of charge. Indeed, by making relevant material available regularly, your visibility increases as does your credibility. You can even consider sharing advice or recommendations for free using various media. For example, you can create content in the form of articles intended for your blog. White papers and even videos don't stay on the sidelines. The multiplication of communication channels in order to reach the audience you are targeting is essential.

The proposal of documents that can be downloaded in exchange for data

If you want to generate mature leads, you need to create material in exchange for data. This is a very interesting deal since it encourages the collection of useful information on prospects or future customers with relevant information provided to them in return. This can be illustrated by a Template, a guide, a white paper and other means which can also be used by an agency for better results. All procedures are good for sharing these documents. You can make use of anchor links on your blog, as well as advertise through social networks or send emails to your database. In any case, you will have a better return if you hit more targets.

The propagation of content on social networks

When creating relevant content, sharing on social networks is essential. Indeed, in 2021, these communication tools cannot be trivialized or ignored. However, your path should not end there. You must encourage your contact or entourage, close friends and collaborators to publish your content on the networks on which they are found. So you don't have to put aside any platform. However, the privilege must be granted to LinkedIn. If you turn to an agency, you increase your chances because of the address book and the fairly extensive network it has.

Teach social selling to your salespeople

Another point for generating leads lies in training your salespeople in social selling. Are you wondering what it is? Indeed, social selling is an effective way to find new customers through social networks. The latter also represent a considerable gold mine for an agency and marketing salespeople. Through social selling, your team can collect relevant information regarding prospects or future customers. This way, you will be able to send personalized emails.

Consider improving your natural referencing

Working on your natural referencing is important if you want to generate leads. You will therefore need to position your website on keywords with high added value. For this, you can find tools that offer an analysis of the most used keywords on the Google search engine. This could be, for example, SEMrush or even Google Keyword Planner.

Generate leads through paid acquisition campaigns

A great way to generate leads is to use paid acquisition campaigns. In this sense, you can:

• Obtain promotion on Google by payment at cost on each click with Adwords;
• Opt for advertising on LinkedIn with LinkedInAds;
• Send advertising messages to Internet users who have browsed your site with the aim of maintaining their interest (retargeting in other words);
• The production and use of digital advertising using an image or video.

Optimize conversions on your website

It is important to think about the work of your calls-to-action, often called CTAs. This will help convert your visitors into leads. In order to increase your conversion rates, your CTAs must be strategically positioned on your website.

Organizing events so that your notoriety increases

To make an impact and make your prospects want to take action, it is essential to go deeper. In this sense, the ideal strategy will be to organize events to optimize your visibility and charm your target. So, don’t hesitate to opt for creating classic physical events or turn to webinar-type events. These refer to web seminars. With at least one event each month, be sure that your notoriety will increase very quickly.

Implementing a lead nurturing method

In order to convince your target or contact, the lead nurturing strategy can be used. The objective of this job is to bring your potential customers to the last purchasing action by increasing their maturity. The concept is very easy to assimilate even if the practice remains more or less tedious. In fact, you will have to put in place personalized content intended for each target you have. This will be possible by segmenting your data base as well as establishing your marketing personas. Thus, automated scenes will demonstrate their usefulness in making the activity of your teams less painful.

Opt for telephone prospecting from leads already worked on

It is possible to generate leads via telephone prospecting. How it is possible ? Indeed, unlike contacting cold leads, call leads whose maturity has already been increased thanks to your marketing team. For example, you can call a prospect who downloaded a guide that you provided or someone who has visited your website repeatedly. A prospect who also displays a high score within your marketing automation tool can also be contacted directly by your marketing team.

Lean inbound marketing

Inbound marketing is a strategy that attracts customers to you instead of fishing for them yourself. The success of inbound marketing is mainly based on creating content with high added value for your prospect or on implementing effective SEO, accompanied by permanent promotion of the content you offer. If you would like support in using these new tools, the ideal would be to turn to an inbound marketing agency. This inbound marketing agency can be your best asset to optimize your leads and your sales as quickly as possible. She will be able to apply all the steps to generate b2b leads.