4 Simple Steps to Improve B2B Lead Generation for More Sales

One of the common challenges that B2B marketers struggle with is generating quality leads so that the deals keep flowing in the sales pipeline. 

The more leads you generate, the more deals are available in the pipeline and the more deals can be closed which keeps the business running smoothly.

In this blog, I’m going to walk you through the 4 steps of the B2B lead generation process.

Let’s get started.

1. Identify your ideal customers and personas.

Ideal customers are those customers whose specific needs can be fulfilled by what you are offering. In the case of B2B, your ideal customers are the companies to which your solutions can add value to their business.

To identify the ideal customers for your business, analyze your existing client base and list out the top 10 clients that benefited the most from your solutions. And then understand the characteristics of each company in terms of industry, buying process, goals, and challenges. 

Usually, this is the step where the majority of marketers fail to identify the characteristics of their ideal customers because they do it all based on their assumptions instead of asking their existing customers. The best way to do this is by conducting surveys and interviews with the customers and internal team for better insights.

If done right, you can create ideal customer profiles by grouping the companies based on their characteristics. This way you’ll have more clarification on what type of companies you should be focusing on for lead generation.

However, in the B2B space, there are several decision-makers involved in the buying process and every decision-maker may have their own set of questions regarding your solutions based on their job role in the company and you have to make sure that they are well-answered. So, having a set of customer personas can help you provide relevant information to each persona involved in the buying process.

2. Create informative and engaging content

Once you have identified your ideal customers, the next step is to create informative & engaging content for each customer persona. Content can come in the form of blog posts, articles, case studies, images, videos, or in any possible form that your audience prefers to consume information.

You can think of content as the fuel for lead nurturing that your sales & marketing team creates. The more informative and helpful content you create, the more prospects engage with you and thus keep the communication open for sales.

Not only this, but great content also shapes your brand as a thought leader in the industry which helps you build credibility with prospects on a larger scale. Overall, quality content brings value to the company & customer.

3. Attract prospects to your website.

Now, after having quality content on your website, you’ll want to drive traffic to the website via different sources. To do this, you can leverage social media, email & search engines to attract potential leads to your blog posts, webinars, or other landing pages.

But in this process, being visible where your prospects spend more time or are looking for solutions like yours is very crucial. So, to create your presence among your target customer personas you can use organic and paid advertisements across social channels and search engines.

However, if you’re just getting started with a limited marketing budget, I recommend investing in SEO to build a presence on search engines for relevant keywords and utilize both paid & organic marketing on social media.

4. Convert prospects into leads.

The final step is to convert those visitors you attracted to your website into leads i.e. making them share their contact information willingly. There are a few tactics to capture leads but my favorite one is using lead magnets.

Lead magnets are usually gated content like ebooks, whitepapers, webinars, etc that visitors find useful for them and can only be accessed after signing up or submitting the form.

You can use multiple lead magnets on the website but offering relevant content at different touchpoints increases the probability of lead conversion. For example, if a visitor landed on one of your blog posts then a popup with an ebook on a similar topic would be the best content to use as a lead magnet and if they still don’t engage then you can reach out again on social media with other related content using retargeting ads. 

Always remember that not every visitor submits a form on their first visit, you will have to keep them engaged to make sure the channel is open to communication until you find them irrelevant or not interested.

Wrapping up

As a B2B marketer, you have to understand that today customers do their research online about their problems and solutions available out there.

In fact, according to a study by Gartner, B2B customers are usually 57% already into the buying process before they even connect with the company directly.

This statistic clearly shows that B2B lead generation isn’t about finding new customers but about making sure your prospects find you. To make it possible, you have to first understand your customer -their pain points, challenges, business goals, buying process, etc so that you can relate to them and offer relevant solutions with the right marketing communications. 

Now, if you want to make sure that your prospects find you at the right time on the right platform, follow these simple steps of the B2B lead generation process and focus on adding value to your audience.

If you want to explore more ideas to improve lead generation from your website, here are a few hand-picked articles for you –

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