Business-to-Business (B2B) marketing can be quite challenging because it is harder to personalize communications with a business than it is the case for an individual customer. When selling to other firms, you need to take a unique approach to lead generation.

Companies don’t make purchases the way individuals do. They come with more hoops to jump, involve more decision-makers, and have more red tape to cut. It would help if you had a reliable strategy, like lead to account matching, to be more effective. LeadAngel can save your day, and help your company make more sales through our innovative lead distribution software.

Here are some B2B lead generation best practices to adopt for better sales.

Launch opt-in campaigns
The first step in lifting B2B lead management efficiently is initiating an opt-in campaign to grow your contact list. This campaign works by displaying a special message to the traffic on your website, asking them to take action. It could be redeeming a coupon, or redirecting to the landing page. These campaigns can help nurture cold lead to warm leads, and eventually generate sales. However, the goal is often to collect customer contact details through special messaging, such as “Enter your email”.

Aim your lead magnets at businesses
Once the opt-in campaign begins to generate leads from companies, figure out the lead magnets you can use to capture those businesses. Lead magnets encourage people to take action to enhance their interaction with your site. They come in different forms, such as infographics, eBooks, checklists, and locked content on your blog. You can then use the lead to account matching strategy for follow-up and entice them to make a purchase.

Incorporate countdown timers to create urgency
B2B marketing takes longer than B2C when it comes to making purchases because more people need to take part in a company’s decision-making process, slowing down the idea of purchasing a product. But you can still use the same strategies applied in B2C to generate leads. One such move is including a countdown timer to create a sense of urgency. The company may decide to fit in the timeframe given, hence, fulfilling their decision earlier than they would without a ticking clock.

Segmenting your contact list
Software as a Service (SaaS) companies serve all types of business, ranging from single individuals with a fun side project to multinational conglomerates. Successful B2B marketing requires that you pay attention to how you communicate with each company. You can’t use the same email for a solopreneur as you would for a large business, such as Amazon. They have different needs and situations, so need unique addressing. You can achieve this feat by segmenting your contact list when carrying out lead to account matching.

Create powerful calls to action (CTA)
Efficient B2B lead management also requires crafting powerfully engaging CTAs. You are addressing business, but you still have a human on the other end of the screen. Be clear about what you want the audience to do, and proceed to persuade them to do it. To create powerful calls to action:

● Use action works such a contact, download, subscribe, and others
● Create a sense of urgency by including time-specific terms like now, or today
● Go easy on risk terms such a money-back guarantee or free
● Make the CTA stand from the rest of the page by using bright colors, or any attention-grabbing technique.

Adopt an exit-intent technology
People visiting your website are looking for a seller that can provide maximum value to their business for the least amount of money. As such, they are likely to hop from one website to another in search of the best deals. Sometimes, they may not spend long enough on your site to learn more about your product. It would be best if you designed an appropriate exit-intent strategy to prevent them from leaving so soon.

B2B marketing can be tricky, but these lead generation best practices can enhance the performance of your sales team and increase your profits. Partner with us at LeadAngel to enable you to field leads from businesses more efficiently and make sales. Call us today for more information or to request a demo.

Leave a Comment