Many businesses find B2B sales lead generation to be a complicated, time-consuming, and sometimes expensive struggle – but keeping a steady flow of B2B sales leads in your pipeline is one of the most important things you can do to ensure your company’s success. Too often, B2B sales lead generation gets talked about like it’s a mysterious process, or like it’s a “black box” that requires a secret formula or advanced technology.
The truth is much simpler. Not every B2B sales lead generation company will tell you this, but: B2B appointment setting and generating B2B sales leads doesn’t have to be complicated or mysterious or secretive! To get great results with your lead generation, it’s often more important to apply simple tactics and consistent effort.
Getting new, highly-qualified B2B sales leads doesn’t happen overnight, but if you do the right things and use a smart approach, you will successfully build trust, spark interest, and create longer-term sales relationships with prospective customers.
Before you start calling people, emailing people, or reaching out to prospects via LinkedIn, it’s important to do your market research, know your audience, and have a clear view of which prospects you want to reach.
A few questions you’ll want to answer:
Before you can start contacting prospects and doing the larger work of B2B lead generation, you need a clear understanding of your market.
B2B lead generation involves multiple types of marketing activities, including inbound and outbound lead generation.
Depending on which B2B lead generation company that you work with, some experts might recommend an approach that is more heavy on inbound vs. outbound. There is no one right answer; it depends on your industry, which prospects you want to reach, and your company’s own marketing strengths and preferences. But it’s a good idea to diversify your marketing mix, so you do not rely solely on just one kind of B2B lead generation activity.
Email marketing is an important part of B2B lead generation, but you don’t have to just do mass email blasts; look for ways to personalize your emails. There are ways to use email marketing software to include the first name of each prospect or the name of the prospect’s company in the Subject line; people often respond better to an email that mentions them by name.
Or depending on which prospects you are contacting, especially for high-value, high-ranking executives, don’t send “mass” emails at all. Make each email individualized for the recipient. Test multiple Subject lines to see which ones get the best open rates.
Sometimes the most effective emails are the shortest; remember that in the early stages of B2B lead generation, your goal is to get a conversation started with the prospect and support your appointment setting outreach. You’re not trying to close a deal with the first email message; you’re just trying to get on the radar of the prospect and invite them to set up a meeting or attend an online demo so you can show them how you can help their company. Remember, especially in the early stages of lead generation, you’re not just a sales rep, you’re a problem solver.
Not every B2B sales organization needs to have the most expensive, complex website with advanced bells and whistles. But with a few simple steps, you can make your website a lead generation machine:
One of the most important tools in the salesperson’s toolkit is from the pre-Internet era: the telephone. Business owners and executives get bombarded with email and online ads all day. It can be hard to break through the clutter. But if you have a prospect’s phone number, sometimes the simplest way to start a conversation with them is to just pick up the phone and dial.
Here are a few reasons why phone calls are still an important part of your B2B lead generation outreach, especially for rock star appointment setters:
There is a lot of great marketing automation software nowadays that can help B2B lead generation teams get better results – but some of the best results still come from picking up the phone and building relationships, one person at a time.
Bottom line: B2B lead generation doesn’t have to be complicated. If you find the right blend of inbound and outbound marketing activities, get smart about optimizing your website, personalize your appointment setting outreach via email, and remember the time-tested tactic of calling people on the phone, you will be more likely to achieve long-lasting results.