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For the success of any organization, it is necessary to have a constant flow of new prospects and leads. However, it takes effort, time and investment on the part of any B2B company if they want to attract the right kind of leads. Converting your leads to clients has become increasingly difficult in today’s highly competitive business environment.

Businesses, especially in the B2B sector are trying harder than ever to generate and acquire leads. While there are several ways to generate leads organically, there is no guarantee of producing sustainable results. This is why lead generation for B2B is a process that makes use of a variety of tactics, platforms, and techniques.

Broadly, b2b lead generation is classified into two categories – Long-Term Lead Generation & Short Term Lead Generation.

 

Short term B2B Lead Generation

As a B2B marketer, you might be deploying and executing strategies right now with the aim of generating leads a few quarters into the future. However, it is necessary to also consider the short-term. Be it an end-of-season slump, an unexplained dip in sales or a campaign that’s faring poorly; as a marketer, you must also focus on activities that will increase business revenue in the short term.

Short term B2B lead generation is defined as all those activities that have a shelf life and a particular end date. Testing and experimenting with various channels, strategies, and tactics may be possible for long-term marketing goals. However, it is nearly impossible to have the same approach when it comes to boosting revenue in the short term. In such a scenario, it is necessary to bank on proven strategies that will put you in touch with prospects that are highly likely to do business with your organization in the near future. An integrated B2B digital marketing strategy is the way to go. Instead of focusing on starting the purchase-cycle from the beginning, this strategy aims at targeting prospects that are already at the researching phase of buyer decision making.

Some of the most widely used methods to generate short-term B2B leads include

Segmented Keyword Analysis

Segmented Keyword Analysis is one of the most critical assets in your arsenal when it comes to short-term B2B lead generation. It helps your business zero down on specific audiences with ease. One of the key benefits of this is that your business can likely grab the attention of mid-cycle prospects. This happens when you use high-value keywords and phrases through organic, as well as paid search. Not just increased prospect attention, but employing Segmented Keyword Analysis also helps. These help you construct more focused landing pages and media campaigns.

 

 

A great place to start is by reviewing your website in its entirety. Using tools like Google Trends and Google Keyword Planner will help you understand what your prospects want. Furthermore, by analyzing the search volume of keywords aligned with what your B2B business offers, you get insights. Once you have done this, browse through your website. Read through the product pages and service offerings. You’ll eventually notice that there may be areas where keywords are missing or incorrectly placed. Using the insights you gained from these tools, create content and keyword-rich pages on your website. The goal of this exercise is to create content that offers value to prospects that are in the right mindset to purchase in the short term. Moreover, by conducting research in this manner, you’ll be better equipped for other campaigns and communication programs for long-term lead generation.

Optimized Landing Pages

Once you’ve got your keyword analysis down pat, the next place to focus your attention is on landing pages. In a scenario where you’ve got too many prospects and not enough leads, optimized landing pages may help you change the game. Working hand in hand with segmented keyword analysis, your landing pages become relevant to your audience once optimized.

The important element of a well-optimized landing page is the call-to-action. Since placement and visibility are important, make sure to use at minimum one clear, actionable call to action above the fold. Two to three other calls to actions can go throughout the remainder of the landing page. A more significant number of CTAs give your website visitor or prospect more chances to convert into a buyer. Add any trust signals your brand may have. These trust signals include industry group badges, member badges, customer testimonials, brand ambassadors and any other certification or qualification that enforces your B2B organization’s industry standing.

Points To Remember

Make sure that the customer who uses your website has an easy experience. Be it purchasing a product, filling up a form, signing up for a new service or any other activity; make sure it is easy to access your website. Apart from this, it is necessary that the landing pages are aesthetically pleasing and are well-designed. Make sure to use fonts, colours and design elements that are most likely to appeal to your site visitor. As a rule of thumb, try an experimental approach with your landing pages to see what works best. Right from colour schemes and the content to font sizes and static-dynamic activity, you won’t know what your customer responds to best unless you’ve tried it.

Remarketing

The average B2B marketer knows that remarketing has tremendous potential. Remarketing to the group that has already availed your products or services in the past is greatly cost-effective. After all, you don’t have to spend any resources on introducing yourself or educating these prospective customers. In the case of remarketing, ads for your site appear before a pre-defined audience as they access other websites. This offers an opportunity to pull prospects back to content that is most likely to convert them into customers.  
 
In a short-term scenario, content such as statistics, research reports, white papers, market insights and case studies offer the highest value. Since the focus is on prospects that are in the middle of the purchase process, this kind of content helps in the customer’s decision-making process. Undoubtedly, building a list for remarketing can be a challenging and time-consuming process. However, it also helps you convert leads to customers faster.
 

Crafting Your Remarketing List 

The first step while crafting a remarketing list is to segment your audience. This segmentation helps you in building personalized content for each segment. Personalized content helps you effectively offer a more relatable experience to the customer.
 

 

Google Analytics is an asset when it comes to segmentation as it helps you analyze lead or customer behaviour. Be it the time they spend on devices, or the time spent on your website, you can track it all. By evaluating the recentness of the last visit, you can create pages with the appropriate messaging and marketing communication.  You can tailor ads for each segment to redirect them to landing pages that are most suited to their interest. This means that if a prospect is most likely to respond to reviews, the ad they see will redirect them to a page where they can read customer reviews. The ads should be simply designed, yet catchy. It is best to have a short and sweet CTA that prompts the customer to click on it. Lastly, ensure that you keep changing your ads frequently so that the target group doesn’t lose interest.

Email Campaigns

Email Marketing is an exceptionally good tool for any B2B marketer looking to augment growth in the short-term. Through email communication, it is easier to meet prospective customers in the middle of the sales funnel. The customers who are in the middle of the sales funnel are those who are already aware and interested in buying. Short-term B2B email marketing campaigns work at targeting customers who are in the decision-making phase of the sales cycle. Using an email marketing platform that is in sync with your B2B organization’s CRM is the best way to go about things.

In the case of short-term email marketing, the goal is to target users that are highly likely to respond to your promoted content. The best practice for writing an email subject line is to keep it under eight words. Shorter subject lines tend to bring in the highest open rates. Another tip for success is to offer something that the recipient hasn’t seen before. The best mix is one that includes promotion and information. After all, these are customers who are looking to make a decision. It is essential to include links to your website and preferably link in a landing page as well.

Lastly, make sure that any emails you send out are compatible with smartphones. Given how widely smartphones have become the norm, ignoring this point can lead to potential prospects completely ignoring your emails. In some cases, people may start unsubscribing from your email list altogether.

 

Common Mistakes and Misconceptions

Outsourcing Email Campaigns

When it comes to B2B marketing, email campaigns are exceptionally beneficial to business. Many times, B2B companies prefer outsourcing the task of running email campaigns to data firms. The aim here is to save time and resources. While there are multitudes of data vendors that undertake such projects, it is counter-productive to avail their services.
 
Data companies performing the job for you have predesigned lists of email contacts about the email campaign’s target industry. It may sound like a great idea to outsource the job. After all, they do seem to have so much information! But in the long run, this method proves fruitless. Even when the B2B companies want to acquire short-term leads, this approach proves to be almost futile. This usually happens because the email lists used by such data firms consists of old and irrelevant email contacts. Studies reveal that such email lists contain only a fraction of useful and pertinent email contacts. These contacts may or may not show interest in the relevant B2B offer. Along with this, the leads acquired using these methods are already done with the aim of offering short-term business propositions within the concerned B2B Company. All in all, it is of no use to try and convert leads from such lists into long-term clients.

 

Hiring an In-house Staff too soon

For any B2B business, taking care in terms of spending and staffing is extremely valuable. This becomes especially true if it is the early stage of your company’s development. In the initial stages, it may be superfluous to hire an in-house marketing team. Instead, work with freelancers, interns, part-time employees or even an external agency if possible. While it may seem that an in-house marketing team is an essential element in order to keep everything together, it could also be the very thing that puts the bottom line at risk.

Buying Lead Lists

Buying lead lists from data vendors in bulk is a very common practice. In most cases, B2B companies buy pre-formatted email and lead lists from data vending firms.  with an aim of contacting these leads as part of customer outreach programs. However, since these data vendors are usually not cleaning their databases regularly, you’re not going to get a lot of useful leads in the long run.
 
Moreover, such purchased lead lists are re-sold many times over. It is highly possible that more than one buyer will have the exact same list. The chances that you will end up with data that your competitors use is very high with such lists. This is why the results you get from using such data for your marketing communication is mediocre at best

 

Long-term B2B Lead Generation

Long-Term B2B lead generation is all those marketing activities that are undertaken without any end-date in sight. Essentially, these are on-going, continuous processes that a B2B organization employs with a view of collecting leads. Any B2B business’ success depends solely on its clients and healthy leads. However, there are certain important methods, strategies, and tactics that can be employed by B2B companies in order to generate a continuous and organic stream of leads to help their organization in the long run.

Some of the most widely used methods to generate long-term B2B leads include  

Search Engine Optimization

SEO refers to the practice of increasing the traffic your website receives in both, a qualitative and quantitative manner. When it comes to B2B businesses, SEO is a long-term strategy that can help you generate a constant stream of valuable clients. However, for this to happen, you must have excellent planning and execution.

The first step in employing SEO as a long-term lead generation tool is to have an SEO friendly website. This includes having an SEO friendly domain name, for starters. After that, it is necessary to analyze your website’s content. By conducting a quick search for high-ranking keywords related to your industry, you’re offering your potential customers ease in looking for your business online.  SEO lead generation techniques require are considerable about of elbow-grease, so to speak, but the revenues generated in the long term are totally worth it! When creating high-quality content, think all-around. Think of peppering them with the right keywords and providing useful information. Additionally, by adding offers to organic searches, you are answering their questions. Essentially, you are establishing how your organization can be of use to them.

Securing even one number-one ranked high-traffic keyword can open up a huge world of possibilities for you. Since many organic searches are related to that keyword, you’re likely to get an on-going stream of leads and traffic from such optimization. Using a few pre-determined keywords in a similar fashion can eventually help your organization’s industry standing improve.

Social Media

Social Media is a star channel for the B2C industry given the high lead-traffic that is generated. However, when it comes to the B2B industry, calling social media an effective lead generation channel is controversial and dicey.  In fact, in a recent study, it was discovered that 70% of B2B marketers were disappointed with the ROI of social media for goals like increasing brand awareness and generating leads. It is understandable that an ROI is an important market for measuring the channel’s effectiveness. Any channel that gives a lower ROI is bound to be discarded and shunned. However, with a few simple tweaks to your existing strategy, it is possible to get a higher number of leads through social media.

 


 

It’s all About Optimization

The first thing to consider if you want leads to pour in from social media channels is optimization. Optimization of business page profiles includes an eye-catching yet appropriate call-to-action, accessible contact information and an obvious value proposition. If people don’t what they’re expected to do or how they can reach out to you, they won’t be a viable lead for your B2B organization. Be it LinkedIn or Facebook, make sure that you are completing all the sections provided (About us, contact information, map location etc.) as this boosts SEO and helps page visitors. If it is for Twitter, make sure to write a bio that is compelling and interesting enough to elicit further interest. For B2B organizations, LinkedIn works best.
 
Many B2B companies use social media as a channel to blast self-promotional content on their pages. While this may seem like an appropriate way to go about things, the ROI is next to negligible. It is important to understand that your social media presence ties to content marketing as well as search marketing.

Direct Marketing

Direct marketing refers to all activities where your message goes directly to the person. This messaging is proactive, instead of waiting for them to research and stumble upon your B2B marketing communication. In terms of the B2B industry, direct marketing is a very effective and reliable way to generate leads.

The main benefit of direct marketing is that it has room for personal contact and it can help you access groups that might be difficult to attract in other scenarios. For example, direct marketing is an interesting way to get eyeballs from top executives who might otherwise be difficult to communicate solely on the basis of the web.

More About Direct Marketing 

In fact, to cut through the clutter, you could just as easily opt for a direct mailing system. Mail? Well, yes. In a scenario where emails are a constant presence in the lives of the individuals you’re targeting, what better way to grab their attention than by going the old-fashioned way? Simple mail packages with a sample or with relevant literature can work wonders in a scenario where your prospect’s attention is being divided and demanded by many avenues.

At times direct emails to prospects with personalized messaging may take umpteen amounts of time. And more often than not, these efforts won’t be appreciated. Many people do not enjoy being unexpectedly contacted or may find your message to be too urgent or even unsolicited. However, don’t forget that direct marketing is a very valuable tactic that reaps the rewards in the long term. This holds true especially when combined with other marketing techniques.

Account Based Marketing

Account-based marketing refers to a unique marketing approach. This is where the organization communicates with prospects, individual customers or accounts as markets of one. Here, sales and marketing resources are concentrated on a pre-defined target group, and personalized content is the key. According to research from the Altera group, 97% of participants reported that ABM had a higher or much higher ROI than other marketing campaigns.

For successful ABM implementation, personalization of content is extremely important. This begins with researching and understanding the various target accounts. After this, it is necessary to have personalized messaging that caters to the very diverse demands, preferences, and needs of each account. ABM is an excellent strategy to employ for long-term lead generation as it offers your customers a very personalized and customized experience. When your customer feels that your organization is the ideal ‘fit’ for them, long-term professional relations can be fostered.

 Manual B2B Lead Generation

All in all, every industry within the B2B sector is exceptionally different. It goes without saying that having manually generated leads mined explicitly for your industry are a great resource. Such leads will give you the highest ROI in the long run. Whether you buy lead lists or email list from data vendors, the truth is that most entries and contacts will be out-dated or simply, dead. Such dead-leads cost you time and efforts as well as money!
 
A B2B business must concentrate on its core business rather than on generating leads. The marketing team (who supposedly can identify leads best) cannot possibly deal with the task of generating leads. Hiring an entire staff dedicated solely to manually mining relevant leads is another exercise in resource wastage. In such a scenario, it is best to outsource the task of B2B lead generation.

 

Common Mistakes and Misconceptions

Spending on Low ROI Generating Channels

While there is no shortage of strategies for B2B lead generation out there, not all will work for you. Most importantly, every market, industry, product, and organization is different. What works best for each will be different. If you don’t have a very clear idea of who your target group is, you won’t know the next course of action. You won’t know where to advertise your B2B organization’s services to grab the appropriate eyeballs. In such a scenario, you will end up spending on channels that may not be the best for your target market.
 
Apart from this, another common mistake made by B2B marketers is that they often skip on the calculation of ROI. This is a very foolish move. Through meticulous calculation of ROI generated through various channels, things are easier. It will be easier to identify and understand which channels work best for your individual organization.

Poor Implementation and Sustenance

It is very tempting to be stuck to short-term lead generation techniques. This is true especially when they give you almost instantaneous results. However, as attractive as the shortening of sales cycles sound, they don’t help you in furthering your B2B organization’s long-term goals. In the case of B2B services, the buying process is complex, time-consuming and requires the establishment of trust. Leads have to be carefully nurtured over a period so that they will pick your organization to do business with when the time arises.
 
You may implement a plethora of lead-generation and marketing strategies. These are most likely customized for your organization, industry and target group. However, if you are impatient and disruptive, these strategies will not bring in the returns that they are capable of. Lead generation efforts require months and even years of nurturing. It requires lots of sustenance after implementation to make them work and improve them over time.

 

The Importance of Quality Data

With everything we’ve spoken about regarding B2B lead generation, you surely understand the importance. Moreover, you have to understand that none of these will be fruitful if not backed by high-quality data.
 
In general, B2B lead generation services purchase data and the so-called leads, from database platforms. These platforms collect and store humongous amounts of data on their servers. Furthermore, they sell the same data to B2B lead generation services. If this is where your organization gets their data from, it could spell trouble for you.
 
Another critical point of consideration is data decay. With the passage of time, data gets old and loses relevance. This is data decay, and many believe that any given database falls prey to such decay and loses significance in barely six months.
 
Many data vendors that supply you with bulk data don’t consider themselves with data decay or even the overall quality of the data you are receiving. Such irrelevant and out-dated data highly affects the lead conversion rates. All the efforts and resources thus put in marketing go to waste.
 
 

How BizProspex Can Help You

BizProspex is the only company, based in the USA, which provides lead generation service using manual methods. BizProspex performs all data related tasks using manual methods and techniques. Data Cleaning/Data Mining solution/CRM Cleaning/List Building/Lead Generation and numerous other data related tasks are manually carried out by us.
 
 The team of data experts at BizProspex collect B2B leads using online profession platforms such as LinkedIn, CrunchBase, Data.com and numerous other trustworthy online platforms. This makes our list building services much more effective for your purposes. 
 
Once the team collects the required numbers of leads, they are cross-verified against all available data platforms. This step ensures their relevance. The names, job titles, email IDs and contact numbers will get checked for lead status. The leads that prove to be inactive or dead get purged immediately to keep the lead list clean. The process of lead-verification continues until they get the required number of leads. After that, the leads get put in a proper format corresponding to relevant categories and field. The lead list thus prepared is highly active, and the conversion rate of lead-to-client is extremely high.
 
Any B2B business acquiring the leads researched through manual methods undoubtedly improves the ROI. Be it for the long-term or even for short-term lead generation needs, we are the ideal partner for all your B2B data cleaning, B2B data mining, and B2B lead generation needs.
 
For those of you that are still apprehensive, we offer a 120% Money Back Guarantee on all our services. BizProspex offers a 10-hour free trial offer, alternatively. Try the data mining solution we offer, today! 

To know more about manual lead generation/data services offered at BizProspex visit them.

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