How to generate leads in B2B?

Discover how to generate leads in B2B

Lead generation is a crucial strategy for all companies and structures looking to improve their business development. To meet the challenge, our editorial offers you to know a little more about the strategy of lead generation in a B2B context.

What is a lead?

In B2B, a lead represents a company or a group of companies likely to become an active customer for your business. Otherwise, it is a commercial track.

The concept of lead generation is easy to understand: a brand or company attracts a prospect to their website and motivates them to provide their personal information via a form for example.

The purpose of lead generation is simply to provide sales teams with new prospects, and then convert them into customers. These prospects will of course have been previously qualified in the database, so as to provide priority qualified leads to salespeople. It is also an effective process to build customer loyalty.

Build your lead generation strategy to increase sales?

The vast majority of your potential customers will buy your product or service, based on information obtained on the Internet. You should also know that companies that generate 50% leads on the web have a growth rate four times faster than companies that have no lead generation strategy.

This is a valid reason to develop your online lead generation.

Define the audience of a site

The first step is to define your personas. FYI, a persona is an ideal customer profile. The idea is simply to know the preferences, expectations and personal identity of the people who visit your site.

All this information will allow you to develop a targeted content management to improve your lead generation strategy.

The elements of a lead generation strategy.

The form

The form is the tool most used to increase the number of leads. Its design must of course motivate the user to fill it. In fact, the conversion rate of a form is related to the types of information you will be requesting. For example, the demand for a phone number lowers the conversion rate by about 6%.

Call to action

The call to action (CTA) on a landing page is a button that directs to a form or a promotional offer It is therefore very important to encourage the user to click on it.

Content Management

An effective content management is partly to offer free quality articles. In exchange, the reader will have to give some information by completing a form or responding to a survey.

Content Management

Growth hacking is an English expression that can be translated as “hacking growth”. Its primary goal is to optimize a customer’s life cycle by subtle methods and by automating offline and online marketing levers. It can be the registration to a newsletter or the sending of welcome message on Facebook or Twitter. The concept of Growth hacking is eminently turning to lead acquisition and sometimes lies at the border of legal and illegal. Be careful not to cross the limits!