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28 AprB2B Lead GenerationBusiness Marketing Strategy

Unleash Your B2B Lead Generation: Secrets to Generate High-Quality Leads and Fuel Business Growth

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Every B2B business is in the process of attracting the right high-quality leads to sustain itself in the competitive market. In today’s fast-paced world, it’s more challenging for every business in the B2B domain than ever to capture the attention of your target audience amid countless distractions. So businesses should have an effective B2B lead generation strategy in place that increases and automates the lead generation, but the ugly truth is you have to customize your approach to fit your organization, industry, product/service and audience. 

In this blog post, we will walk you through the best B2B lead generation strategies that fit your business in 2023 to maximize your ROI.

b2b lead generation strategies

What is B2B Lead Generation?

B2B Lead Generation is the process of identifying potential customers for your product or service and nurturing them to purchase. Lead generation is a critical and initial stage in the sales funnel and guides potential customers throughout the funnel and persuades them to buy your product or service. B2B lead generation involves collecting information about potential customers such as name, email address and company name and then feeding the information further down the sales funnel.

B2B Lead Generation Process

The sales and marketing team plays a crucial role in the lead generation process. Ideally these two departments will be cohesively aligned and create a proven lead generation framework to convert their prospects into paying customers.  If you’re serious about boosting your sales, you need to follow an enticing lead-generation process. But do we know the actual process of generating B2B leads?

b2b lead generation process

✅ Step 1
 
Identifying your B2B Sales Lead

The first step in the lead generation strategy is finding the contact information (name, email, address..) of the potential customer. But it’s crucial to know who is the prospect you want to get in touch with.  Start by creating a buyer persona, which includes their industry, job title, where they go for information and what are the pain points they have.

Once you have a clear picture of the prospects with whom you need to be in touch, you can create targeted marketing campaigns that speak to the specific needs of your ideal customers.

✅ Step 2
 
Contacting Potential Leads

Now you have a database of your potential high-quality leads, it’s time to reach the potential leads. The sales team or representative can reach out through SEO, Content marketing, paid advertising, cold calls, email or social media. To optimize the effectiveness of your strategies, it is essential to maintain a sharp focus on the persona(s) you have developed and remain flexible and adaptable to refine and tweak your approach as you progress.

✅ Step 3
 
Qualifying and Prospect High-Quality Leads

As sales reps start to interact with the leads, it’s important to determine how likely they are to buy. It can be understood by identifying the stage of lead in the buying process.


☑ Awareness Stage: In this stage, the potential buyer is aware of a problem and seeking a solution and they start to learn more about it. They’ll be reading blog posts and case studies , downloading white papers or either perform web searches.

☑ Consideration Stage: At this stage, the potential buyer knows the actual product/service needed. They begin to research more about the products/services but yet not ready to purchase.

☑ Decision Stage: At this stage, the lead has done maximum research and filtered the vendors that suit their needs. They are likely to have meetings, book demos, and check in with other decision-makers in their organization to make a purchase. Sales Reps need to initiate nurturing campaigns to turn leads into buyers.


Keep in my mind the efforts you make in the awareness stage won’t work in the decision stage. For example creating awareness through social media, blog posts and emails works at awareness but won’t help leads to make a decision; at this stage, they prefer demo calls or either free trials.

✅ Step 4
 
Closing a Deal – Make a sale

Success! You have successfully closed the deal with the lead and converted them to customers. They’ll now be transferred to customer success for onboarding.

B2B Lead Generation Strategies that Work on 2023

Most of B2B companies focus on generating high-quality leads than high-quantity leads. The best way to generate qualified leads is to have an enticing B2B lead generation strategy in place. Businesses need to tailor their strategy around your industry, product/service and buyer. There is no single one size fits all solution, your sales and marketing team needs to experiment, learn and implement multiple lead generation strategies until you find the best that suits you. Ready to explore? Below we shared proven 8 b2b lead generation strategies to increase your sales. b2b lead generation strategies 2023
  1. Run an A/B Tests 
    2. Generating leads is crucial for the growth and success of your business. You can’t nail down your marketing and outreach strategies on the first attempt. In fact, many businesses don’t. This is where A/B testing comes in. It isn’t quite easy to identify which campaign is the most effective. A/B testing involves experimenting with different landing pages, formats, colors, messages and CTAs to observe which version generates the high level of engagement Potential leads may be on the look for the best products in the market since they are human beings with specific interests, even a small change in a CTA button can make a huge impact on the engagement rate. There’s no any limit on how much A/B testing you can do, so test with as many variations as you like until you’re confident your lead generation strategies are fully optimized. So you have to continuously track the different campaigns to find which works for you.

  2. Using an evergreen content campaign continuously generates B2B leads
    3. Content marketing has been proven to be one of the most effective ways to generate leads. By creating valuable, informative content that speaks directly to your target audience’s pain points and challenges, you can attract potential customers to your website and capture their contact information. You can use lead magnets such as whitepapers, comprehensive guides and case studies and create videos and publish blogs.

  3. Build your trust with social proof
    4. Social Proof is the most powerful part of B2B lead generation.  B2B customers are fussier when purchasing products or services, they look for social proof before they make a purchasing decision. If the customers trust your product or services, they will be more interested to purchase your product or service. So collecting more social proof for your website will build trust among potential customers and will generate more leads. Here are some  ways to build social proof for your business;
    • Showcase your reviews on your website – If you had a long-term relationship with your clients, encourage your customers, to leave testimonials on your landing page and also you can display third-party reviews from Trustpilot, Google or G2 crowd.
    • Display your case studies – Sharing your success stories with your customers is an excellent way to build trust. 
    • Display your business stats – Display the stats of your business such as subscribers, no.of.clients, and downloads to showcase your performance. It will help you to build credibility and build trust with your customers
    • Dont let leads escape your landing page – Create a winning Landing Page
    81 per cent of marketers agree that engaging content is more effective in grabbing customers attraction than static content. When it comes to B2B lead generation, the landing page plays a crucial role in the buyer’s journey. When a potential lead clicks your landing page, you don’t have time, you have to act quickly to grab their attention through catchy headlines, pop-ups, Clear and enticing CTAs, and use a live chat. Build your winning landing page:
    • Upgrade with catchy headlines to catch the attention of buyers
    • Build trust with social proof – Make louder for the people in back
    • Make your CTAs stand out to entice visitors to take action
    • Integrate Live chat functionality within your page

  4. Publish and Promote more case studies
    5. Case studies are the most important part of the rise of B2B marketing and B2B lead generation. B2B buyers tend to be extremely more analytical, risk-averse investors, and ROI-focused people before calling for a final decision. Nowadays case studies are ranked in the top third in the top used content types in B2B sales next to email newsletters, blog posts and short videos. Many B2B buyers admitted that case studies are utilized at the middle and bottom of the lead generation process to persuade the buyers to make a purchase. B2B buyers heavily rely on facts, so don’t leave the case studies idle on your website. Share your success stories to skyrocket your credibility.

  5. Capture the attention of your Visual Audience with Video content
    6. Still, you’re  not using videos in your lead generation process, here are the reasons why  you should;
    • Ninety per cent of marketers admit that video is the best way to repurpose your content.
    • Next to Google, Youtube is the largest search engine platform on the web.
    Video content has better engagement than images or text which helps to generate more leads. Video content on Youtube can have a great impact on your B2B lead generation process. You don’t need a blockbuster video, you also can repurpose the existing content into an engaging video. For example, let’s say a prospect is interested in purchasing a lead generation tool, but they need to ensure there is a tutorial on how to use the particular tool. If the prospect searches on Google he/she will flood with mixed results but if they search on youtube, they will find companies that filmed in-depth tutorials So, don’t miss using videos on your B2B lead generation.

  6. Target leads on LinkedIn
    7. LinkedIn has become a popular social network platform among professionals. It is the ultimate platform for B2B lead generation as many businesses use it for professional networking. It can help you to attract twice as many leads compared to other social platforms. LinkedIn offer you exclusive features like LinkedIn ads, Marketing partners to attract your B2B leads. With LinkedIn, it’s easy to nurture high-quality leads but make sure you have set up your profile properly. If you’re planning to advertise on LinkedIn make sure to Offer Premium B2B products or services or Unique, high-level education.
Final Thoughts!

The B2B lead generation process involves defining your ideal customer profile, developing a lead magnet, driving traffic to your lead magnet, capturing leads, nurturing leads, qualifying leads, and closing deals. Generating B2B leads and increasing sales can be challenging but, it’s possible if you have an effective lead generation plan in place and implement it successfully. 

Ready to take your B2B lead generation to the next level and drive business growth? Start by implementing these proven strategies and tactics today. Remember to remain focused on your buyer personas and be open to refining your approach along the way. With persistence and a data-driven mindset, you can achieve B2B lead generation success. Don’t wait – start implementing these tips now and watch your sales soar!

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Verginiya

Hey, this is Verginiya Patrick, Senior Manager - Enterprise Digital Marketing and Operation, with extensive experience in developing data-driven marketing campaigns and strategies, successfully managing marketing teams, and monitoring the performance of digital marketing campaigns.

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01 AprBusiness Marketing StrategyDigital Marketing StrategiesGrowth Marketing

What is Growth Marketing and How Does it help for Business Growth?

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In the emerging fast-paced world it’s really challenging for all kinds of businesses to stay ahead of their competitors. In order to stand out from the competition, businesses have to implement marketing tactics, adopt new innovative marketing strategies and use data. This is where the term Growth Marketing plays a crucial role. In recent years Growth Marketing has emerged as buzz word among marketers and businesses that focus to drive revenue growth. So, in this post let’s explore what growth marketing is, how it differs from traditional marketing, and how it can help businesses to scale.
growth-marketing-2023

Actually, growth marketing is a long-term data-driven strategy that focuses on driving robust and sustainable growth for businesses. The ultimate goal of growth marketing is to identify the most efficient and effective ways to drive user acquisition and retention, rather than just building brand awareness. The two main factors of growth marketing are data and experimentation. Growth marketers run various continuous iterative experiments and gather data on customers’ behaviour, interest, intent, and market insights to get an understanding of customers and optimize customer journey touchpoints. With the right mix of tactics, growth marketing tactics can provide a snowball effect on businesses and their bottom line.

2. What differs growth marketing from traditional marketing

difference-between-growth-marketing-and-traditional marketing

Essentially Growth marketing goes beyond traditional marketing methods. The main difference between growth marketing and traditional marketing is the focus on growth.

Traditional marketing focuses on the top of the funnel to drive brand awareness while growth marketing focuses on the full funnel to acquire, engage and retain customers and turn them into the champions of your brand; this means growth marketers involve in experimentation and use customer data-driven tactics and strategies at each stage of the funnel to rapidly scale their business. They work relentlessly to identify the innovative approaches that work best for their businesses.

Another key difference is in the traditional marketing decision-making approach is based on opinion or gut feeling, on the other hand, growth marketing is based on evidence which led to data-driven decisions.

Overall, growth marketing is a more agile and data-driven approach to marketing that is focused on driving sustainable and scalable growth. Traditional marketing, while still important, may not be as effective in a rapidly evolving digital landscape where consumers are increasingly empowered and demand more personalized and relevant experiences.

components-of-growth-marketing

✅ A/B Testing

A/B testing also called a multivariate test, is one of the core components of Growth Marketing. Growth marketers use A/B testing to compare the two different versions. This involves testing option A against option B for example testing two different versions of landing pages, Ad copy, design, and other features. Once the growth marketer finds the best variation that drives greater engagement and conversion, they can then optimize future marketing efforts upon the effective variation to scale their growth plan.

✅ Cross Channel Marketing

Cross Channel Marketing focuses on prospects and current customers through multi-channels such as email marketing, Digital advertising campaigns, Social media, and other channels. While Integrating multi-channel marketing into your growth marketing strategy plan ensures the customer experience is consistent and relevant. One of the finest ways to provide a multi-channel experience is to implement a Conversational Marketing Platform.

✅ Customer lifecycle

The customer lifecycle is also an important part of growth marketing. The customer lifecycle is the journey that your customer goes through during their relationship with your brand. This involves how customers move through different stages of their customer journey, from becoming aware of the product to making a purchase and converting into a loyal customer. As a growth marketer, a crucial aspect is to identify the stages within the customer lifecycle that offer growth opportunities. To determine these stages, it is essential to analyze your business data thoroughly. By doing so, businesses can create effective marketing campaigns to accommodate the changing needs of customers at each stage.

✅ Customer Feedback

Another key component of Growth marketing is customer feedback. The ultimate goal of the growth marketing strategy is to build a long-term relationship with your customers. Gathering, customer feedback continuously gives you insights about what’s their experience and what’s making the frustrated. To gain insights quickly, data analysis is valuable, but interacting with customers directly can provide feedback much faster. You can collect customer insights through surveys, interviews, social listening, and focus group to identify what is working and what is not and based on their opinion to optimize your campaigns.

04. How Growth Marketing Campaigns can be implemented using Pirate Funnel

pirate-funnel

The Pirate Funnel is also called as AAARRR model which helps to scale your business and achieve exponential growth. It is mostly used by growth marketers to find their bottleneck and to find where to pay more attention. AAARRR frameworks track metrics across the customer journey from awareness, acquisition, activation, revenue, and retention to referral.

☑ Awareness

Awareness is the first stage of the funnel, where the customer interacts with your brand for the very first time and learns about your brand and solution, while businesses aim to make people aware of the product and create interest among them. You might have an excellent product that offers immense value but it can be challenging to acquire customers if they did not know about the product. Growth marketers need to focus on a cohesive approach to drive the customers to the awareness stage and retain them throughout the funnel.

For example, Growth marketers can run A/B testing to test which type of blog content or social media posts helps to generate more traffic and engagement.

☑ Acquisition

The acquisition is the process of attracting and converting potential customers into actual paying customers through personalized emails, gated content, giveaways, or sign up for a free trial. At this stage, businesses focus on increasing the customer base and revenue. This stage is very crucial for brands to achieve sustainable growth. So, they have to focus on the right audience.

☑ Activation

Activation is the third stage of the Pirate metric, it is a part of the customer onboarding process. At this stage, businesses convert the acquired customers into active and engaged customers. The main goal is to increase the customer experience. This is the process aiming active customers to use the product or service purchased as soon as possible. Growth marketers run experiments with different onboarding tactics like video demos, and personalized customer services to find what methods are most effective to activate your audience.

☑ Retention

The retention stage of the pirate funnel is to keep the customers engaged continuously and increase the customer lifetime value through continuous purchases. After customers have activated its crucial to retain them. Keeping the customers delighted is a key component of a growth marketing strategy, it’s also important to acquire new users but at the same time, it’s essential to generate revenue from the existing customers. Data enrichment and customer data science assist growth marketers to gather insights about customer opportunities and creating growth marketing strategies like continuous customer support and releasing new product features.

☑ Revenue

Once you have a base of loyal customers, the next step is to focus on generating revenue, where businesses need to monetize their offerings and convert active customers into paying customers. In order to increase sales or revenue streams, growth marketers can experiment and improve pricing strategies by offering premium features, upselling the current customers and developing new price models.

It is crucial to understand that the revenue stage is highly dependent on the previous stages specifically activation and retention. A business will struggle If a business failed to activate and retain its customers. Therefore, it’s important to have a sound knowledge of how all these stages work together to achieve sustainable growth.

☑ Referral

The referral stage is the final stage in the customer journey, where loyal customers play a role as brand ambassadors to refer your products and services to new customers. Meantime growth marketers can experiment with different referral programs by offering incentives or promotional methods like discounts, free upgrades, vouchers, or cash back to customers who refer your business to others. This kind of innovative approach helps to increase referral rates.

🔔 Wrapping Up

To sum up, Growth marketing is a powerful strategy for businesses that thrive to scale and achieve sustainable growth. With the best combination of data-driven insights and experimentation growth marketing helps to attract, acquire, activate, and retain customers to accelerate growth. If you are looking to scale your business and want to increase your ROI, but are unsure where to begin? Start your growth marketing journey today and unleash the full potential of growth marketing to take your business to next level.

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Verginiya

Hey, this is Verginiya Patrick, Senior Manager - Enterprise Digital Marketing and Operation, with extensive experience in developing data-driven marketing campaigns and strategies, successfully managing marketing teams, and monitoring the performance of digital marketing campaigns.

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