B2B lead generation is a tool to identify prospects interested in your products or services and turn them into qualified leads. The post enumerates two powerful B2B lead generation methods to create quality leads in abundance.
Top B2B lead generation companies like The Global Associates employ effective tools and methods to identify prospects interested in your products or services and create quality leads on a regular basis in the year 2022 and beyond. The massive responsibility of building credibility through their sustained efforts with people who would likely find value from using your products or services lies on the shoulders of B2B lead generation companies that goes a long way in ensuring the growth of your organization.
This process vital for improving the revenue of the company goes through different stages: approaching the prospective buyers, nurturing and qualifying leads, making proposals, and getting appointments from the desired decision makers for the sales team to have discussions with them.
Different tools and techniques are employed to make your B2B lead generation effort, your endeavor to create quality B2B sales leads, more effective and result-oriented. Before we discuss two main lead generation ways- inbound lead generation and outbound lead generation, let us first mention the two types of B2B sales leads:
a) Marketing-qualified leads (MQLs):
Targeted leads you expect to become paying customers with little effort. These leads are identified on the basis of their engagement with the marketing team in following ways
- Frequent visits to a page on company website
- Showing willingness to fill a form (or forms) on your website
- Downloading specific content displayed on your website
- Showing interest in attending your company’s event or webinar
b) Sales-qualified leads (SQLs):
MQLs having progressed through the funnel and considered by the sales team to be ready for engagement. A lead must show clear intent in following ways to be a paid customer to be categorized as engagement-ready
- A telephonic conversation with your team
- Email communication stating their intent to use your product or service
- A clear request through some channel to know more about your products
- Showing interest in a demo of your product
As stated above, B2B leads can be categorized based on how they are generated –
- Inbound leads, and
- Outbound leads
We shall now discuss two powerful B2B lead generation in India methods: inbound lead generation and outbound lead generation, the similarities and differences between them, their comparative benefits, and ways they can be employed by lead generation services for making their lead generation campaign more successful.
The main differences:
While inbound lead generation is ‘pull’ marketing, outbound marketing is termed as ‘push’ marketing.
Inbound lead generation involves encouraging the prospects to reach out to you for more information, in the form of requesting for demos or making purchases. So, the objective is to pull leads to your website.
Outbound lead generation, on the other hand, is about reaching out to prospective buyers, through channels like advertising, emails, phone calls, etc. This effort is focused on pushing out your brand to the customers.
You seek prospect’s permission to interact with you as far as inbound lead generation is concerned, and it’s also described as ‘permission marketing’. Outbound lead generation is about reaching out directly to the customers, thus it is also called ‘interruption marketing’.
B2B lead generation methods to improve your results:
B2B lead generation methods to improve your results:Inbound lead generation:
- The goal is to educate the prospects about your offerings
- The customers are encouraged to interact with your reps proactively
- You offer unique, valuable content to the customer
- Customers’ permission is requested for interacting with you
Outbound lead generation:
- The objective is to sell your product or service proactively to the customer
- It’s a one-way communication with the prospects
- A fixed budget is allotted for investing money in advertising and other means for attracting leads
Regular messages are sent to cause interruption
Some effective inbound lead generation techniques:
The customer is allowed to choose the time and place of an interaction here. Inbound leads have a higher success rate and shorter sales cycles. B2B lead generation companies can adopt the following techniques:
- Search engine optimization SEO
- Well-planned content marketing
- Social media channels
- Email marketing
Outbound marketing employs one-way communication; best for big-ticket products. You cannot expect to receive positive responses regularly, you are interrupting the routine life of the decision makers after all. The sales cycles are longer and success rate not that great, still best suited for long term engagement and targeted audience.
Lead generation services can adopt the following techniques:
- Contact syndication on numerous influential platforms
- Using social media and social contacts for promotion
- Techniques like cold calling and cold emailing
- Paid advertising and campaign marketing
The common objective of both inbound and outbound lead generation marketing is generating quality leads for your business. It’s essential for lead generation companies to understand and segment prospects and leads within their target market when they employ either of these methods.
It’s best to use inbound and outbound lead generation measures depending on the type of your offerings and your target audience to make your B2B lead generation effort more effective and result-oriented. The two can be combined strategically to improve your results dramatically and grow your company’s business exponentially.
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