Share on LinkedIn
How to get qualified leads in the B2B sector
By Ester Ribas , November 14
Lead generation should be considered one of your top priorities when setting business strategies. The reason? It's very simple, without leads there are no sales.
Why is it important to generate leads?
Let's face it, in order to get customers or more customers (depending on how long your business has been around), you first need to get people to know about your products and/or services. If no one knows what you're selling, how do you expect people to buy it?
Lead generation is all about that. Simply put, it's the process of cultivating interest in your products and services to generate potential customers. In reality, it's nothing more than capturing the attention of users who are in the initial phase of the buying process and guiding them through to the checkout. Therefore, the more leads you generate, the higher your chances of making a sale.
However, generating leads that actually convert into end customers is a challenge for online businesses, and it is one of the most crucial components of a well-oiled B2B sales and marketing operation.
In the B2B environment, quality leads are companies that are interested in your product and are a good fit as customers. Therefore, your strategies must focus on generating quality leads , or in other words, generating leads that truly become customers.
This topic goes hand in hand with Inbound Marketing , you need to have much more than a pretty website to be successful, diversifying your digital presence is essential to generate the Leads or clients that the business requires to survive.
In B2B marketing, unlike B2C, content is especially important since it is a sector in which research and contrasting information is constantly taking place, which is why content marketing will be essential within your strategy.
Content creation is really the heart and soul of the lead generation process. It comes in many forms and is something that brands should embrace rather than be afraid of. One of the most popular forms of content creation for businesses is blogging.
Below we name some of the most important tools to generate leads that become clients .
Tools to get qualified leads in the B2B sector
Blog
As we mentioned in the previous section, content is of utmost importance for lead generation within the B2B sector. Having a blog is one of the best lead generation strategies you can use; in fact, companies that have blogs manage to obtain 126% more leads than companies that discard this strategy.
The more valuable content a company shares through its blog, the more likely it is to be discovered by a potential customer and, of course, gain a better reputation in its sector.
Make sure your blog is optimized for lead generation with a newsletter subscription section to promote your products and services.
Furthermore, content creation is also an essential part of SEO and Social Media marketing.
As far as SEO is concerned, the most organic way you can generate leads that convert into customers is basically to get people to your website through search engines like Google, Yahoo! or Bing.
To appear on the first page of search results, websites optimize their content using keywords. The importance of keyword research is growing, with 82% of marketers hotmail email list reporting that SEO effectiveness is on the rise. Never discount this strategy if you are serious about generating leads that convert into customers!
Linkedin + automation
LinkedIn has now become the showcase for companies. Selling through this social network is becoming more and more common, especially for B2B companies. This is because it is an ideal network for networking and creating professional relationships of all kinds, whether to sell, collaborate, meet or recommend .
At first, there was a boom in company profiles. Every organization opened a company profile on LinkedIn to share news, videos, resources and any kind of information related to the business. However, this method was cold and impersonal, because you, as a person, didn't know who you were talking to or who was hiding behind that profile.
This is why, over time, B2B salespeople have realized that what works best is to have a professional personal LinkedIn profile. Sounds strange, right? But this is nothing more than the CEO or decision-maker within a company becoming the company profile. In this link, you can find a step-by-step guide on how to professionalize your personal LinkedIn profile.
But not only this, but thanks to automation, there are numerous tools that define the type of Buyer Persona or ideal client you want to target and establish a specific message, in a completely automated way they carry out automatic searches for profiles that fit your Buyer Persona and contact them by sending them the personalized message you have programmed.
Thanks to LinkedIn and automation, you not only generate new contacts, but it also helps you not to miss any sales opportunities.
Here is a step-by-step guide on how to optimize your LinkedIn profile.
SEM (Search Engine Marketing)
Having a Search Engine Marketing (SEM) campaign in your B2B technology company is undoubtedly a good solution to increase your sales . Paid search engine ads help in attracting new leads that can become customers.
The main objective of SEM campaigns is to optimize visibility and increase the accessibility of websites and web pages .
A well-planned SEM campaign can be a great advantage for B2B companies that work in very specific areas and that reaching their target can be much more complicated than in B2C companies , since their products and services are not intended for the end customer, but for suppliers or other companies that do work for the end customer.
