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5 STEPS TO MORE SUCCESS IN B2B LEAD GENERATION
A professional guide for all B2B marketers who want to improve their lead quality & quantity.
24th November 2021
The B2B customer journey has shifted more than ever into the digital realm. According to MCKinsey figures, around 70% of the B2B buyer journey takes place digitally - and that's not all:
Today, B2B buyers are willing to spend larger budgets (up to US$ 500,000) directly online.
German B2B players are also planning to further expand their digital marketing measures. Why?
Investments in online measures such as SEO, SEA, paid social, website, etc. unite a high need for digitally acquired leads. Because they are the basis for all successful sales activities.
Step 1
DEFINE YOUR GOAL
To start a lead gen campaign, you need to think about what your goal is. Your goals can vary greatly depending on the challenge of your business.
Be clear about the goals you are pursuing with your planned online marketing measures.
Examples of goals:
Is there a product or service in focus?
Would you like to draw attention to your entire company?
What unique selling points set you apart from the competition?
How do you want to convince?
The next step of your B2B lead gen strategy depends largely on your defined goals.
Step 2
DETERMINE YOUR AUDIENCE
Once your goal has been determined, the next step is to precisely narrow down your target group.
Different people have different mindsets that you should consider when crafting your communication.
The buying center includes at least three people to keep in mind. So who exactly do you want to reach with your measures?
For example, is it a user in a software company to whom you would like to present a new product?
Or is it a decision-maker who is considering which solution his department can use to work more efficiently?
Is it the management that wants a strategic change?
Step 3
USE LEAD MAGNETS
Lead Magnets are all online resources to help you deliver business email leads.
After you have agreed on a goal and defined your target group, it is now a question of which mechanism should be used in the respective Lead Gen channel.
Depending on the age of the company, the industry or the service offered, a different mix is suitable.
The following lead magnets have proven themselves in the B2B context:
white paper
podcast
eBook
webinar
events
case study
Industry report
blog
Survey
Step 4
TEST YOUR HYPOTHESES
A/B testing has been used in website optimization for many years. Why not apply all of this to your online marketing campaigns?
With Quantified Marketing, you can achieve data-driven optimization for your budget needs.
That means your Continuously optimize advertising budgets with small, intelligent steps. In this way you improve both your click-through rates, cost-per-leads and the conversion rate.
Step 5
QUALIFY YOUR LEADS
Next comes lead qualification. That means it is important to determine whether your contacts are a good match for you.
Lead qualification is the process by which you decide whether a lead fits the ideal customer profile and has a good chance of becoming your customer.
In order to qualify a lead, you need not only personal data, such as name, company name or industry, but also information about the job title, buying role in the company or funnel stage.
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