8 B2B Lead Generation Ideas

Finding and winning new customers in the business-to-business sector can be very challenging. In this article, we will look at the roles that sales and marketing have in the buying process because the fact that buyers now have access to digital marketing sources has very much changed the relationship between them and companies (particularly the sales team).

The changing sales process

In the past, in addition to their role in signing the buyer up as a new customer, the sales team would be able to lead the buyer through the process which was often described as a “sales funnel”. The customer would engage with the business at an early stage in their journey to obtain basic information or advice. Then a salesperson would then take the buyer through the rest of the journey convincing the potential customer of their features and benefits of the product or service and then make the sale. The critical points here are that in the traditional model the buyer comes to rely on the salesperson, who has the product knowledge that the buyer requires. This gives the salesperson a measure of control of the process and is then able to lead them down the funnel from initial enquiry towards the sale.

However, today the way in which customers interact with businesses is often quite different. The availability of information on the web means that the buyer can research for many of the details they need (especially early in the process) without the need to interact with business.

So instead of a buyer funnel, the buyer will interact with businesses by finding information until they are ready to approach a business to make a sale. The result is that the sales team is likely to only get involved with a customer during the shopping or buying phase of their journey. The issue here is that the salesperson becomes something much more like an order taker clarifying details about the product before they make a sale.

So how can companies overcome this change in the way in which customers research and purchase products?

1. Understand what your buyers are looking for

Even if buyers are not engaging with your business in the same way, they will be looking for information as they move through their buying journey. Consider the different steps in your buyers’ journey and the types of information and support that they will need at each stage. Create content that will be valuable to the buyer at each stage.

Ensure that the topics match the types of interactions that your customers are looking for. Do they need a question answered? Alternatively, they looking for in-depth details. Even though the digital world has changed ways your customer research for information, they will still to move through the different stages.

2. Warm up your business brands

Most business-to-business customers don’t know have the glamour of consumer brands. It is still important to recognise that a business brand needs to be able to connect with customers at a human level. However, so many business brands lack any warmth and personality. Even at a professional level, people want to work with people that they like and respect. Ensure that your business stands out by making all your communications have a warm that will help your customers engage with.

3. It’s all about Relationships

What is often surprising in business sales and marketing is to see the lead generation process in black or white. Either someone is a lead or they are not. But the reality is that for most B2B firms will know the companies and names of the people they need to engage with. A lead that goes cold this year could be a new customer next year. Working to deepen the relationship is a critical part of moving a contact into a customer.

4. Customer Stories

Consider how your product and service can not only help your customer complete jobs. Instead, think about how your product helps your customer reduce their pains. And how your product provides them gains. And go further and think about how your product helps the customers of your customers.

5. Keep in contact

This point is linked to point 3 above. Make sure that you find ways to keep in contact. Whatever you do, you need to make sure that it is appropriate to the stage in the buying process. This is good to have a variety of ways of keeping in contact. People respond in different ways and it is good to know the ways that your contacts want to be communicated with. This is where a well-structured CRM can be invaluable in helping you to see where a particular contact is in their relationship with you and using this information you can tailor messages that are more impactful.

6. Marketing and Sales in partnership

The sales team and marketing need to work closely together across the whole of the customer journey. During the process which will largely be controlled by the buyer, sales and marketing will both be involved in helping to move the buyer towards a decision. Ensuring that there is an appropriate personal contact or piece of content available will be very important in keeping the forward momentum.

In the diagram below, although the process appears as a series of linear steps, in fact, it is better to imagine the buyer as a bee flying around looking for flowers to visit (the information they need). They will be attracted to the flower (the piece of information and support) that appears to give them the best rewards.

So what the diagram represents is a business that has thought through what buyers are looking for at each stage and provides the information, reassurance, advice or support needed to move them to the next stage. 

7. Influencer Marketing

Social proof is hugely important for most consumer brands and customers look to celebrities for signals on which products to engage with. This is also becoming more important for B2B products and services. Examples include reviews and star ratings such as Trustpilot.

Also, many bloggers and niche site owners have carved out a place as sources of information and advice for many products and services. Reaching out to these influencers can be valuable for the business. Because they provide impartial advice they can help you to get your product noticed by a wider audience.

8. Create your own social business network

Success in social media for B2B companies can be difficult to achieve. Unlike many consumer products, they have less emotional appeal with which to grow a social media community. However, it can be done but it takes more planning to create a focussed content plan that is consistent and engaging. For a small B2B business, it is better to focus your efforts on a small number of platforms that work for you. Try not to spread your social media efforts too thinly. 

In summary, for companies marketing to businesses, it is essential that you map the customer journey and ensure that you have information and resources in place to meet their needs at each stage. Sales and marketing should work together to help to develop a relationship with the buyer which may take months or even years to bear fruit. As the relationship with the buyer becomes stronger, it will be easier to recognise where to take the relationship next in order to move the buyer towards becoming a customer.