B2B lead generation is all about finding new business customers. From determining suitable target companies to approaching new prospects and eventual conversion from lead to customer. This Wiki page describes the flows within B2B lead generation while the practical phase plan explains how you can deploy your marketing methods as effectively and efficiently as possible.
In this case, the leads actively find you, perhaps because they have a question or a problem. Companies focusing on inbound lead generation make sure that they are easy to find where and when leads need the companies. To do this, they create relevant online content, working on SEO optimisation to ensure they are among the top results. Presence in the relevant social media is also important.
Rather than taking a passive approach, companies actively push their message to potential leads, whether or not these potential leads are actually looking for them at that time. Telemarketing is one method whereby companies pro-actively call customers to offer their products or services. Online and offline advertising or direct marketing are other options.
A prospect is a company which intends to buy a product or service similar to the one you offer. In the B2B sector, these are often companies seeking a solution to a specific problem. They do not necessarily know about you, which is why it can be difficult to find good prospects. Conducting a solid market analysis can be helpful in this context.
After finding prospects, they can be divided into groups or ‘segments’. For example:
After segmentation, you identify your key segments and approach potential leads within these segments. This can be done using inbound or outbound marketing.
The interested company approached you, left contact information and found its way to your sales department. It is now up to sales to convert the lead into a customer