Earning sales in the B2B world is already challenging enough, so we want to provide you with the best strategies so you can focus on what’s most important. B2B lead generation can be set up as a process you follow so you can consistently draw in the leads you want over time.

Here, you’ll discover what exactly B2B lead generation is, how it can help, and how you can do it in a way that works best for you and your business.

What is B2B lead generation?

For most salespeople, lead generation is a daily activity that helps build their contact list of qualified leads. In the B2B world, lead generation is a bit different: you’re trying to contact a business as a business.

The key thing to remember here is that you’re not, in fact, contacting a business entity, but the individuals within it. The good news is that this actually helps you identify their pain points, priorities, and objections much more easily.

How is that you may ask…

Well, when you reach out to a specific individual of a company, they typically have similar challenges that you are there to help them overcome!

Thus, generating business-to-business leads can also be called human-to-human communication.

Why is B2B lead generation important?

There are always a lot of moving parts with lead generation as a salesperson. From calling prospects to qualifying them, to selling, there are so many things to keep track of! The good news is that keeping track of all of your contacts and conversations will help you in the long run. 

People change jobs, companies change their structure, and jobs themselves change priorities or duties. 

How to do B2B lead generation

Lead generation is used to nurture audiences interested in your product or service and convert them into customers. This may sound vague, but it has processes and best practices you can put into place to ensure your prospects and customers have a great experience. 

There are many ways you can go about generating high-quality leads for your business. Depending on what you sell and who you sell to, the best way can vary greatly. Your general process, however, should look something like this:

  1. The most important starting point is defining what a lead is for you.
  2. Next, define a process to take them through that’s simple and easy for both of you.
  3. Then, learn where your leads generally are (Facebook, email, in-person events, etc)
  4. Now, learn everything you can about what their needs, pain points, and ‘nice-to-haves’ are.
  5. Finally, reach out to them with intriguing information. Post on social media, email, or wherever they prefer.

Get 3.5X more leads!

Are you looking to improve your sales department’s efficiency? LaGrowthMachine allows you to generate an average of 3.5x more leads, while saving an incredible amount of time on all your processes. By signing up today, you get a free 14-day trial period to test our tool!

Try now for free!

Top 5 B2B lead generation strategies

Earning leads, no matter the industry, is a difficult but important task, of course. Finding out what they truly need is the key to generating qualified leads. Prospecting requires a great deal of consistent work, but if you stand out with your outreach, you’ll attract more genuine interest. 

Reach out to the right people, in the ‘right’ way and you’ll likely develop your own strategy as you go. These will help get you started in the direction of long-term lead generation strategies for your business.

Cold emailing

Ever since the dreaded ‘no-call’ lists, emailing has built up quickly as the go-to for many. The reason? It’s so much easier to mass email than to mass call anyway!

Getting in touch with hundreds of people in one click has the sex appeal you crave in your business. The challenge, though, is to contact people who actually would be interested — and in a way that they’ll respond to.

Inbound marketing 

Getting people to come to you may sound like just a dream, but it’s an achievable one if you put the work in!

Using different channels to reach out to your prospects will help you generate leads consistently over time. If you’ve ever received a call from a friend of a customer, you’ve experienced the beauty of referrals. These inbound leads are what every salesperson aims for — and gets if they’re helping their clients.

The trick? Ask for it. People get easily distracted these days, so ask them several times in any way you can. Here are a few ways you can stay in touch with clients and ask for leads:

  • Make follow up calls with new clients
  • Post to social media 
  • Send personal emails (can be automated)
  • Incentivize people to refer you or your company with small gifts

Whichever you use (and you can definitely use more than one), be sure to make it as easy as possible for them to send you those leads. 

Sales automation 

As automation has been mentioned, it can be an incredibly useful tool for you to complete tasks quickly, easily, and automatically. There are things you do on a daily basis that can be set up to do on their own.

One way {shameless plug} is to use LaGrowthMachine and set up a multi-channel outreach automation that contacts a list of leads where you want to reach them. From simple to complex, you can set up workflows (like the one shown below) to run automatically while you focus your time elsewhere.

Multi-channel sequence through LGM

There are also sites built to help you automate small tasks like IFTTT and Zapier. There is even a whole list of LinkedIn-specific automation tools to save you time with your prospecting.

Partner up

Make friends — but in a professional way.

Identify people you trust in companies that complement yours. For example, if you sell marketing software you can work together with someone who sells Customer Relationship Management software. As long as important features do not overlap, you can refer each other to customers.

This setup will give you the built-in trust that you can’t get from a cold email. Treat your partnerships like the valuable asset they are and you’ll all be in a win-win situation that can’t be beaten.

Show up

No matter how long you’ve been in your job, you need to put yourself out there to your prospects. Develop a strategy that works well for you — and that you’ll stick to — so your prospects know they can depend on you. Building trust is vital.

There are several great ways to show up and generate B2B leads. One of which is simply recording videos that talk about what your product can do, answering common questions, and sharing it everywhere. Simply being out there as someone who helps people with a problem is a start.

Another way is by holding events. These can be online or in-person, but recorded webinars can be a terrific way to help educate people about who you are and what you do as well as earn email addresses (AKA the ever-elusive contact). 

No matter what method you choose, you’ll want to be sure to follow up. All of your efforts will be worth nothing if you don’t reach out to them after your interaction.

How to improve your B2B lead generation 

For starters, if you haven’t implemented any of the above strategies, you’ll want to do that first. Once you’ve established a preferred way of conducting your prospecting, you can add on. Don’t feel like you must do it all because not everything works for everyone or every lead. Focus on one thing at a time.

Next, review your findings. If you tried to do a webinar and no one showed up, that may be a sign that your prospects aren’t interested in those, but would rather see you live streaming. It will be different for every industry and target audience, but figure out where you get the most interaction and go with it.

Once you’ve established one or two main ways of reaching out to leads, you can either scale up by contacting more people or add on new strategies to access different people. 

What’s most important is that you don’t ignore the data and facts. You’ll only create successful B2B lead generation processes if you learn and improve on what didn’t work and do more of what did.