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How to generate leads for a B2B business

Andy Zhulenev
June 27, 2023
Andy Zhulenev
June 27, 2023 9:52 AM


Your audiences are no longer willing their attention to be bought. Instead, they believe it should be earned. The industry must therefore revamp its leadgen strategies so they better serve the needs of target markets. First, we must create compelling messages, and then to transform those messages into leads. The challenge is that doing this is easier said than done. Prior to making the first step, we should familiarize ourselves with basics. In this guide, we explain how to generate leads for B2B business and share the keys to success.


Your audiences are no longer willing their attention to be bought. Instead, they believe it should be earned. The industry must therefore revamp its lead generation strategies so they better serve the needs of target markets.

As a first step, we must create compelling messages, and our second step is to transform those messages into leads.

The challenge is that doing this is easier said than done.

Prior to making the first step, we should familiarize ourselves with basics and the following principles. In this guide, we explain how to generate leads for B2B business and share the keys to success.

Let's start with an explanation of how leads are generated from scratch. 

What is lead generation? 

Leads are individuals or companies who show some interest in a company's product or service somehow, shape, or form.

The typical lead hears from a business or organization after opening communication as opposed to receiving an unknown cold call from someone who has purchased their contact information.

A lead is a stage in the consumer's lifecycle, which occurs when the customer progresses from a potential customer to an actual buyer. It is true that not all leads are created equal (and not all leads are qualified the same). Depending on how they are qualified and where they are in the lifecycle, there are different types of leads.

Why do you need lead generation? 

When a stranger shows organic interest in your business and initiates contact with you, you are much more likely to be able to convert them into customers. The fact they show an organic interest in your business lets us start the relationship (rather than you cold-call them), making it easier and more natural to want to buy from you later on.

To trigger organic interest is the best way to show your business to potential customers, getting them to listen to you and eventually purchase. 

According to the inbound marketing methodology, lead generation is the second stage. After you've successfully attracted the attention of your targeted audience, you're ready to turn them into sales leads.

Lead generation in B2B business 

80% hours per year spent on the road and with clients was standard practice for technology industry leaders in business-to-business (B2B) sales at the beginning of 2020. In addition to networking, they attended sporting events and talked with potential clients at annual conferences in order to find new prospects and qualified leads. 

A pandemic has reduced this same seller's travel or eliminated it completely, leaving him with plenty of time on his hands but at the same time, quotas that are the same or even higher than before the pandemic hit. As the world shifts to a new normal, salespersons may be looking forward to more aggressive travel, but they have no idea whether their clients want them back as much or whether corporations will permit vendors to visit as much due to legal reasons. B2B decision makers prefer remote interactions with humans or digital self-service over human interactions.

In this new reality, organizations should enable sales lead generation activities in the new environment, rather than telling their B2B sales representatives to make individual changes. It is vital that B2B salespeople reach their potential customers online, primarily on LinkedIn, in order to generate more leads. You must have your salesforce serve as thought leaders in their field and contribute to digital conversations as part of this initiative - roles previously occupied by your customer success team or financial services team. Additionally, they must offer solution-based selling that is more relevant today than ever before within the digital age.

To generate leads for B2B businesses, a special approach is needed. There isn't just one answer to B2B lead generation—a secret method that results in a sea of leads. Instead, building a successful lead generation strategy involves knowing and understanding tried-and-true strategies, then finding the best combination of tactics for the unique needs of your company.

The most effective channels for lead generation

To drive more traffic to your website and begin generating leads, you can utilize different promotional channels. How do you select a channel? Let’s talk about the two most efficient ways for lead generation in B2B marketing. 

Email Marketing

A well-placed email is an ideal way to reach those who already know your brand, product, or service and to attract new audience members who may be interested in the same thing.

As they've already expressed an organic interest, it's much easier to compel them to take action. Using CTAs with eye-catching texts can help you grab a customer's attention in emails that tend to be cluttered.

Discover Email Outreach Best Practices

Social Media

By using social media, you can easily direct your potential clients to take action. Your social posts and personal messages can also promote your business, and the captions can include a call-to-action.

Innovative Lead Generation Method

How would you define "innovative marketing"? There are probably many examples of clever campaign ideas, innovative apps, or creative pieces shared across multiple platforms.

Innovative marketing comes in many flavors, as we have seen in these examples, but what we believe it to be is much more. 

To be considered innovative, marketing must make use of the full capabilities of the business to generate new prospects and drive growth. McKinsey recently surveyed 83 percent of CEOs who believe marketing is a key component of growth agendas for companies. A whole new approach is required to fulfill this promise. 

It is imperative that marketing departments become faster, more collaborative, and customer-focused. More than anything else, it's about creating a comprehensive, unified marketing organization. On the basis of our experience, this change can unlock between 5 and 15 percent of additional growth and reduce marketing costs by up to 30 percent.

Numerous methods for finding potential customers exist today, but many of the old, popular techniques are not as effective today. Traditional lead generation techniques might not last forever, it goes without saying.

Developing a strategy that constantly brings in new leads might require you to think outside the box and be open to evolution. Trying new approaches may generate leads in unexpected ways when you step away from standard practices. 

To know more about AI robot Adelia 

Lead Generation Trends & Benchmarks 

So ... your website receives traffic and contacts are generated. What is your company's performance compared to others in your field? Here are several statistics to consider regarding lead generation in 2021, along with what other marketers are doing.

Increasing lead generation is marketers' top marketing priority for the next 12 months, according to HubSpot's State of Marketing Report 2021. Another top priority, according to SmartInsights, is to convert these leads to customers.

By the end of 2021, 3.2 billion dollars will be spent on digital lead generation. Automating lead qualification and predictive scoring will play a big role in this increase, says Forbes, as automation will become an integral part of lead generation strategies. Discover the best lead generation tools available for automating your processes, for instance AI Robot Adelia.

Top 7 Lead Generation Best Practices

In our brief case studies above, the techniques used by their marketers were not by chance, but rather as a result of their relentless pursuit of quality techniques. The following are the 7 best practices in lead generation:

Decide who to target. Get to know your buyer personas. It is possible to have different audiences in different departments when you are in B2B. Often, the audience is not a mass market, but small niches with unique interests and concerns.

Create lead magnets. You should create content or offer offers that will appeal directly to your target audience. NLP techniques are used by the best lead magnets, including clear, tangible benefit, urgency, exclusivity, social proof, authority, and immediate gratification.

Investigate new lead channels. Sponsorships on top media sites, social networks and search engines are expectedly crowded. Nevertheless, you can find alternative PPC channels, like FinancesOnline, which reviews B2B software, or similar third-party classified listings within your industry. Generally, since these sites are tailored towards your customers, they tend to have a higher conversion rate and rank highly for general organic search terms.

Obtain the right information. Ideally, you should gather only the most basic information of a potential customer at the beginning of the sale (e.g. names and e-mails) and, as the lead moves further down the funnel, ask for a little more information.

Sort, score, segment leads. Each lead has a different value and not all of them are valuable. Create lead scoring tools to route leads based on your metrics, allowing you to target your micro-audiences with customized offers and messages. Today, you can automate this important process with marketing automation tools such as AI Robot Adelia.

Be consistent with your blogging. Your web presence improves when you post regular content, as it improves SEO, authority, brand awareness, industry stickiness, and generally, your web presence.

Automate. Lead generation is made automated through marketing automation, capturing leads from your campaigns, scoring them, nurturing them throughout the lead pipeline, and qualifying and sending them to sales.

You have at your fingertips some of the best lead generation campaigns and techniques. Let us know how much you improved your lead volume by using these time-proven techniques

Conclusion & Next Step

Lead generation campaigns are complex affairs that involve a lot of moving parts. In our data, you can see that the most effective marketing teams use a formal system for organizing their leads. It's at this point that lead generation tools and lead generation software come into play.

In lead generation campaigns, the highest-converting ones deliver on promises and transition seamlessly from the core message to the main deliverable. Provide value to everyone who interacts with your lead capture process by presenting a consistent message throughout.

The primary elements of your lead generation campaign should mirror all the aspects of your website, your blog, and whatever product you will eventually sell. Otherwise, your lead will have a difficult time moving to the next lifecycle stage. In a marketing campaign, gaining an email address isn't the only goal - it's about developing a new customer.

Voilà, everyone. We recommend that you try AI Robot Adelia after learning more about how to generate leads for your business in the most innovative and effective way. Utilize it for building your database at scale, sending messages with high deliverability, and following up with sequences.

This article has covered only the basics. Creating compelling offers, calls to action, landing pages, and forms - and promoting them across multiple channels - is a must. Maintain regular contact with your sales team to ensure you're passing along high-quality leads. In the end, you should always test. Increasing revenue and lead quality can be achieved by tweaking your inbound lead generation process at every step.

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