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Lead Generation Tactics for your Sales Pipeline

Lead generation can be the most exhausting and tedious part of your sales job. If you’ve ever been on that side of the sales desk, you know how difficult it is.

Not only do you have to navigate a minefield of astute buyers or fend off the ravenous competitors, but also protect yourself from a horde of misinformation. There is a myriad of conflicting research pertaining to which is the best lead generation strategy. Sometimes case studies of so-and-so corporation increasing sales with some strategies could be overhyped and misleading.

Managing and organizing all of this and more can really feel like swimming through an ocean without hands and legs. However, you can’t avoid it. Lead generation is essential if not the most important part of the sales pipeline. And it doesn’t help to have every other expert betting on the strategies they recommend to be the best way to increase B2B sales.

To help you master lead generation in an efficient manner, we’ve listed some of the commonly agreed-upon, top lead generation tactics.

But First…
What is B2B lead generation?

Business-to-business lead generation describes businesses primarily selling their products and services to other businesses. Lead generation in this form of sales involves collecting information about potential buyers – known as leads – to personalize communication and make sales.

These leads are then nurtured by marketing automation and the qualified ones are passed to sales. The ultimate goal of lead generation is to have a consistent pipeline of high-end prospects that can turn into customers.

Steps of Lead Generation Process

The sales and marketing teams must use a strong lead generation process or a tried-and-tested framework to turn more prospects into customers. This process entails the following steps:

  • 1. Finding B2B leads: This includes collecting your potential customer’s information such as name, email, job title, contact information, company name, etc. My Leads Box provides the most effective way to source all buyer information.
  • 2. Reaching out to leads: Sales reps can reach out to high-intent leads through cold outreach, social media, or replying back to inquiries.
  • 3. Prospecting: The purpose of interacting with the leads is for the reps to measure how likely they are to become buyers. They do this by estimating which stage the leads are in within the buying process. These stages are – brand awareness, consideration, and conversion. Depending on the stage, reps will nurture the leads accordingly.
  • 4. Closing leads: After the herculean effort of appeasing the customer, when they finally choose you, it’s time to heave a sigh of relief. You can now transfer them to customer success for onboarding.
Strategies for B2B Lead Generation

Marketing experts and researchers are still debating on the best lead generation strategy. And there is a high possibility that such a thing might not even exist. With so many varied answers to the question “which is the best lead generation strategy?”, one can only rely on what works best for them.

If you’re a sales rep looking for ways to increase lead generation for your business’s products and services, look no further. This article provides a comprehensive list of effective strategies to optimize your efforts.

What is a Lead Generation Strategy?

A frequently used phrase in the marketing world, lead generation strategy simply means tactics to attract prospects and convert them into buyers. These strategies include four essential components:

  • Lead capture: Methods to collect information about the leads.
  • Lead magnets: Incentives to drive prospects to interact with your business in some way.
  • Lead qualification: Determining the lead’s intent to buy.
  • Lead segmentation: Segregating leads based on their information, habits, and activities.

With all the basics about lead generation in mind, let’s look at effective lead generation strategies to increase sales.

1. Have a Focused List of Prospects

A lot of B2B marketers end up marketing the product to everyone rather than a carefully curated list of prospective buyers. Throwing things at the wall and waiting for something to stick is a waste of time, money, and resources. It only leads to inflated acquisition costs and substandard results.

Advanced research and navigation are required to curate a focused list of prospects. My Leads Box allows you to search and prospect from over 200 million contact profiles and 60 million companies. The easy-to-search interface enables you to build multiple lists on the go. You can also prospect directly from LinkedIn and reach out to them within seconds.

Targeting the right prospects is imperative. My Leads Box provides in-depth information about companies and people to help you connect on a personal level.

2. Optimize Your Website

Effective lead generation can go a long way with a user-friendly and smooth business website with good chat support. In order to generate more leads, visitors should be able to find lead magnets on your website. Design your on-site marketing funnel that segregates users on the basis of their interests and drives them towards lead magnets.

Crafting an effective call to action that drives leads to your location or contact us page can work wonders. On the other hand, if your website serves as an online store, you’ll want the CTA to drive them to product pages.

Optimize your website for long-tail keywords to get more qualified prospects. Long-tail keywords are three or more words long, highly specific keywords. They might attract low search volume but with top-of-funnel long-tail keywords, you can trade off search volume for high-intent prospects.

Using SEO research tools like SEMrush and Ahrefs, you can target the same sites and keywords as your competitors. If your competitors are constantly using a certain set of keywords then that means they must be generating leads. You can run a small ad-campaign to see if those keywords actually attract leads and then use them to drive sales-ready traffic to your website.

3. Have an Effective Email Marketing Strategy

Email marketing has proven to be the number one lead generation strategy across many types of research on the subject. It is the backbone of B2B lead generation. Being the oldest form of social outreach technique, it is still one of the most effective and trusted marketing strategies.

My Leads Box helps you create personalized email campaigns. With its email automation feature, you can integrate your email address and mimic real-world behaviors with automation. You can target different audiences with different email flows. With proven email templates, you can convert more prospects. By connecting with your email service provider, you can easily follow up on emails and save time. You can also send prospects to your CRM as they interact.

Implementing a new spin on direct mail campaigns can also prove to be a useful lead generation strategy. You can mail out compelling flyers with valuable offers, use data-driven referral codes, and target more tuned-in audiences.

4. Host Events

In-person business events like seminars, cocktail parties, and conferences took a hit due to the pandemic. But that showed us how useful online events such as webinars and podcasts can be for attracting leads.

Research suggests that 73% of marketers report webinars to be a top lead generation tactic. This content marketing strategy has been preferred by 91% of B2B professionals. Webinars are an efficient means of lead generation. Not only do they pre-qualify prospects, but they also upsell your products and interact with potential customers.

Podcasts are becoming an increasingly popular means of consuming content. You can leverage them to target audiences with high purchase intent. To generate B2B leads, you don’t necessarily have to start your own podcast. You can also appear as a guest speaker on them or sponsor them to promote your products.

5. Paid Advertising Strategies for Your Sales Pipeline

Sometimes working smart is more important than working hard. Instead of relying on SEO strategies for Google to promote your product, you can create powerful advertising strategies to generate new leads via social media.

Facebook is an oft-neglected platform for lead generation. However, currently, B2B marketers are generating more high-quality leads at lower costs. Facebook and Instagram’s targeting options show your ads to interested users, allowing you to connect to specific audiences.

LinkedIn has proven to be the biggest lead generation platform for B2B marketers. My Leads Box allows you to unlock leads directly from LinkedIn. Just install the browser plugin and it will enable you to view relevant contact information and technology usage of leads. LinkedIn users are believed to be highly career and skill-oriented. So, putting ads on LinkedIn is bound to fetch better returns.

You can also reach buyers through well-placed ads on niche sites. You can generate leads through affiliate marketing if you have the budget to support it. Quora and Twitter can also prove to be effective content marketing strategies.

6. Remarket, Retarget, Recapture

Once a visitor lands on your website, they get tagged by your tracking code. Since they have already interacted with you, they are more likely to buy your products. So, if prospects don’t convert during the first interaction, don’t lose hope. Retargeting allows you to show your ads to your tagged audience while they are browsing somewhere else. Repeatedly seeing your brand increases their chances of conversion.

Remarketing is a really effective B2B marketing strategy. As buyers consider multiple vendors, they will hop in and out of your marketing funnel. Thus, by reaching back out to lost leads, you create multiple touchpoints, encouraging them to interact with you again.

Bottom Line

There are numerous lead generation strategies and tools in the market. In order to pick the ones most successful for your business, you can keep the following points in mind:

  • One size doesn’t fit all.
  • There is no such thing as old strategies. If you’re creative enough, you can add a spin to them and they’ll work wonders.
  • Don’t get into lead generation expecting zero expenses. At the same time, you don’t have to spend bucket loads of money, there are inexpensive alternatives.
  • You never know which strategy might work for your business so keep at it.