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10 steps involved in an effective B2B lead generation process

  • Prem
  • March & April, 2020

B2B Lead Generation:

B2B lead generation is the process of acquiring new leads for your B2B business. In layman’s terms, lead generation is the initiation of prospect interest or an enquiry to your product/service. New leads have to be generated no matter how big the company is; for establishing relationships with new prospects, engaging them and thereby turning them into your customers

Steps involved:

1. Identifying the target prospects:

Your target account is a pool of companies who can use and benefit your product/services. Your target accounts can be defined by filters like industry, location, revenue, etc. Your target audience would be the key people from your targeted accounts. Your target audience can be defined by filters like Seniority, Designation, etcThis process is generally termed as “ICP” - Ideal Customer Profile or Ideal Customer Persona.

Channels:

Ways to generate B2B leads online:

Email Marketing:

Email marketing is one of the traditional marketing channels to generate leads online. In short, Email marketing is the process of using email channels to promote your product/service. Email marketing is the oldest method of generating B2B leads and is being evolved in a timely manner. One of the latest trend for generating B2B leads is through Marketing Automation

Content Marketing:

Content marketing is a form of Inbound Marketing that solely focuses on creating and publishing the content for targeted prospects online. The type of content you write or share would be closely related to what your company offers. Content marketing uses blogs, podcasts, videos, etc to attract audience

Social Media

Social media is a newly evolved B2B lead generation strategy. It is the use of social media platforms to promote your products or services. The major social media platforms are Facebook, LinkedIn, YouTube, Instagram, etc


Effective way to generate B2B leads:

Reach:

According to Campaign Monitor, there are 3.9 billion active email users. American workers would receive an average of 126 emails per day and almost 82% of the users would check the emails that you had sent. When polled, the majority of B2B customers still say that they prefer to receive marketing messages by email.

Better ROI:

Email marketing has the highest ROI when compared with other channels. For every $1 spent on email marketing, you can expect returns of $44 .

Cost-Effective:

Email Marketing is inexpensive when compared with other online lead generation channels.

Track and Measure:

It is very easy and requires no experience to track and measure your email campaigns’ performance. Campaign Management tools provide you with live dashboards that help to analyze your email campaign success. You can analyze various parameters like Open rate, Click rate, etc from time to time.


3. Marketing Automation:

Marketing automation refers to software platforms/technology that is used to manage marketing processes and marketing campaigns across multiple channels and to automate repetitive marketing tasks. Few of the Marketing Automation tools are: Reply, Klenty, ActiveCampaign,


4. CRM integration:

CRM should be integrated with your marketing automation platform which helps to streamline the entire sales cycle, which in turn helps in closing deals more effectively. CRM are designed in such a manner to better manage your sales cycle.


5. Tools Required for Email Marketing

For running an effective email marketing campaigns, the following tools are required:

Marketing/Sales Automation platform
A CRM
Email Finding tools
Sales Navigator


6. A/B Testing

It is the process of experimenting with two variants A and B and optimizing the campaigns based on the results. To know more on importance of A/B testing, you can read this


7. Lead Segmentation:

Lead segmentation is the process of identifying the more effective leads and thereby you can pay more attention to convert those leads into potential customers. Lead segmentation plays a crucial role in the success of your email marketing campaigns.


8. Lead Nurturing:

Lead Nurturing is the process of developing relationships with your warm prospects in an engaging way to turn them into your customers.

The following are the techniques to nurture a lead:

Re-engage when necessary
Provide information in accordance to the buyer’s journey
Sending blogs, updates once in a while
Creating a content around target prospects’ pain points


9. Analytics:

Lead Nurturing is the process of developing relationships with your warm prospects in an engaging way to turn them into your customers.


10.Campaign Optimization:

Based on the Analytics and A/B test results, your campaigns should be optimized from time to time. Optimization is a never ending process and constant monitoring and optimization is required for a better output. Without optimization, there’s no point in running a campaign using any channel

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