The 5 best strategies for B2B lead gen

B2B lead generation refers to the process of creating, managing and qualifying sales leads. What we did before entirely “by hand” can today be supplemented by new digital techniques, to offer your sales department more efficiency … Here are the 5 tools of lead gen that we advise you to facilitate your prospection B2B.
Illustration of the lead gen strategies.
Illustration of the lead gen strategies

1/ Trade shows, legendary lead gen tool

The trade show is the historic way to communicate and meet your prospects. It helps to promote and reinforce the message and values of the company.

Although it requires some investment, a trade show concentrates, over a given time and in a specific place, many potential customers. The company can contact prospects directly and evaluate if they can become customers. If your product is suitable, it can be demonstrated on site. All these characteristics make it possible to create a human commercial relationship from the start.

2/ Sales forces, the human to generate leads

The second essential lead gen tool remains the commercial and telephone prospection. Different practices exist: either in the field, by making appointments and meetings, or via a call center.

Direct commercial prospecting establishes a personalized contact with the prospect. The sales person, whether by phone or face-to-face, can collect a lot of information and easily qualify the lead. The sales force makes it possible to generate leads with speed and responsiveness. In addition, the cost of the unit lead is low.

To implement this tool, you can use outgoing call services, which will chain calls. However, this strategy can be very expensive and has average efficiency in B2B. This can also degrade your image, given the intrusiveness of the approach.

If you want to use an outbound call strategy, the ideal is to complete it with an inbound marketing approach. You will be able to interest your prospect with qualitative and relevant content by email and maintain his attention for your product, while contextualizing your approach.

3/ Inbound marketing strategy

The digital transformation induces disruptions in the functioning of our companies. If you want to implement an inbound marketing strategy, you will need at least a website and a content strategy. One of your goals will be to improve your SEO, by offering qualitative content to attract prospects. The good quality of the content positions you as an expert in your field: they reassure your future customers about your reliability and your professionalism and encourage them to contact you “naturally”.

This strategy works and helps control costs. You also have control of your leads:

  • Collect new addresses and phone to fuel your prospection;
  • You can bring these prospects into lead nurturing mechanics: send them specific content that will interest them and bring them into your conversion tunnel.

A good inbound strategy is relatively simple to set up for large structures. This can be more complicated for small: IT and human resources are needed. But it is a method that is proven in the long run: add a layer of marketing automation, and you will reach the summits!

4/ Database purchase

The purchase of databases is another lead gen tool that will allow you to acquire contact details of already qualified prospects (more or less). The company buys data from potential customers from a provider and becomes the owner. She will then be able to use them as she sees fit, to push emailings, enrich her CRM, contact them by phone, etc. But be careful, since the implementation of the RGPD, you must be extremely attentive and respect the legal constraints: think about informing you upstream about the validity of your practices and respect the opinion of your users.

The purchased file is ready to use and its use is not limited in time (however, beware, the data quickly becomes obsolete!). However, this purchase requires some investment and the quality of the data may not be at the rendezvous …

5/ B2B marketplaces

Today, it is interesting to complete your presence on the web by investing in a B2B marketplace, which will increase your visibility. Once you’ve chosen your ideal marketplace and worked out your product listings, just let the leads come to you.

Opting for a B2B marketplace has a huge advantage: it knows how to manage the SEO, the content, the acquisition of the audience to all of its customers. No need to create a whole gas plant on your side! This saves money on these positions and addresses intentional prospects that you could not reach on your own.

Hope this article has been helpful to you, for more articles like this, take a look at our blog side.

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SEO: the key to improving your sales

E-commerce has grown tremendously in recent years. More and more sales are made on dedicated web platforms. To make the internet users use search engines like Google or Amazon. That’s why a good SEO or SEO on these engines is an assurance of selling your product.

In this article you will have some keys to understanding SEO. And have the keys to master it and improve your sales figures on web platforms.

SEO: definition

Before entering the subject a little definition is needed. SEO is a set of techniques, implemented to improve the position of a website on SERPs.

Illustrations des différents aspects  du SEO
The different aspects of SEO

How does SEO help me make more sales?

There are three types of searches on the Google search engine:

Informational research: this is research done to find specific information. In the majority of cases they are written in the form of a question.

Browsing searches: these are searches carried out by Internet users to access a website. Example: Facebook or Minelead.io 😀
 
  Transactional searches: these are the ones that interest us the most. These are searches for a product or product type that are often associated with purchase intent. This is why it will be necessary to place your keywords on this category of researches. The interest of SEO lies therefore in improving the indexing of your site. So to make sales it will be necessary:

  • Aiming for particular niches
  • Appear as high as possible on a niche that you are aiming for

Some tips to improve the indexation of your site:

  • Improve the use of your HTML tags, example: <h1>, etc.
  • The use of internal and external links.
  • Improve the conversion rate of your site
  • Improve the look of your website and its loading time.

Questions or simply more information? Take a look at our blog side.

B2C marketing: the essentials to get started

We were talking to you in a previous article about B2B marketing and its strategies, in this week’s articles we will take a look at B2C marketing. You will learn the main keys to get started and define a good sales strategy.

B2C Marketing: definition

B2C is the acronym for “Business to consumer”, so it is a set of techniques and methods aimed at particular consumers.

It is the general public marketing that is observed in the big posters. Whether in dedicated advertising spaces, on television or on websites. It is by definition therefore more visible, as opposed to B2B which is more discreet.

Main differences between B2C and B2C

There are some differences to consider when developing a B2C marketing strategy.

Marketing Content: B2C marketing will target a broad category of classes, that is, people with different socio-economic factors and needs. The content will have to be adapted to the greatest number, with an easy message and intended for a wide audience.

The buying decision: transactions in a B2C market are often more spontaneous and more impulsive. These are therefore short-term and singular events. Unlike a B2B market that will use more complex channels for sale.

The expectations and needs of the customer: the general public will base their purchase decision on more subjective markers such as the price, the image of the brand, the attachment to a particular eco-system, etc.

On the contrary, a consumer of a B2B market will base his decision on markers such as the quality of the service and the expertise offered by a brand.


B2C distribution channels

There are several distribution channels to market and sell your products

  • First of all classic TV and magazine commercials.
  • Websites and mobile applications.
  • Market places style: Amazon, Facebook, eBay, etc.
  • Physical trades.
  • Phone calls.

Hope this article has been helpful to you, for more articles like this, take a look at our blog side.

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