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.
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.
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