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Lundi 7 Décembre 2020

5 Ways B2B Companies Can Generate More Leads and Stay Ahead of the Competition


You might consider yourself an amazing B2B salesperson.



You can talk about your service to even disinterested people and convert to sales. You have an answer for every objection. You close way more deals than the average seller. However, even if you are the best salesperson in the world, it doesn’t matter if you don’t have any leads to which you can sell. Lead generation is one of the most difficult aspects of sales, especially for a B2B business. However, there are proven ways for a B2B company to generate leads. Here is a list of some of the best.

Search Engine Optimization

SEO is a powerful lead generation tool for B2B companies. That may seem strange, since you are marketing to other companies as opposed to the general public, but it’s true. In a digital world, no matter what kind of business you have, SEO is a driver of website traffic. Website traffic can be a driver of leads if your website is well-designed and has effective content.

Someone who is looking to make a purchase to help their business will start with a web search, just like anyone else. Having strong SEO will make sure that your website shows up near the top of the rankings. That’s only the beginning, however. When it comes to B2B sales, the buyer tends to do more research than an individual purchasing a pair of shoes or choosing a spot for dinner. They will likely do the search several times, and look for as much information as possible before making a choice. If your website is strong in SEO, it tends to go hand-in-hand with good content. That means that you are more likely to show in the same potential buyer’s searches several times, and they are more likely to go to your site for the valuable and relevant information you have there.

Make sure that when you are implementing your SEO, you put yourself in the mind of a potential buyer. What types of terms will they use for search? Oftentimes, B2B searches are in the form of questions, or are more long-tailed than short. This means that your keywords have to reflect that.

Build Relationships

One of the best ways to build leads and get conversions is through developing relationships. This means that every connection you have with a potential client should be treated as a chance to start a conversation or move things forward. For instance, if you receive an email question from a potential buyer, call them back, or offer a meeting time where you can discuss any questions. Also, if you respond to the email, give more information than they asked for, include links to your website and social media, and ask questions to which you would like them to respond.

While you definitely want as many leads as possible, you also want leads that are more likely to convert to sales. Working on your relationships with everyone you come into contact with will help you build connections to those buyers. Not only will you be more likely to turn them into clients, but they are also more likely to recommend you to colleagues and others in their industry.

Cold Emails

Cold emails are tricky because you don’t want to annoy people. You want to do some research and find businesses that are most likely to want your product or service. Check their websites and see if they have functionality on their site that you offer, for example. Choose a city and go through related businesses that could be potential buyers. Make sure to customize your emails so they don't seem like spam. You may have the same general content, but tailor it for the business you are sending to. You may end up emailing fewer places by taking your time, but the conversations that result will be more likely to lead to conversions.

Marketing Automation

One of the key things that marketers need to do is understand customer behavior. This can take a lot of work, and can be disastrous if you are wrong. However, by leveraging software to automate that work, you can get more accurate information to make better marketing decisions. Automation software can make sure to place customized content in front of your target audience.

This means that the leads that are generated will be more motivated to buy. It takes a lot of legwork away from the marketer and automates it. It tracks what users are doing on your website and social media, and will send out messages and responses based on what they do. Automation can make marketing more efficient in how much work you do, as well as how motivated the leads will be to buy.

Automation on your website for customer interaction can also be a valuable lead generation tool. Visitors to your website can ask questions and get responses that sound like they are from a real person. Even if they know that a person isn’t responding, it still seems like a human interaction and helps to build trust and authority on a topic.

Social Media

It can be difficult to get leads from social media, but if you do it right, you can find success. The key is to use any opportunity to draw visitors to your site. Make sure that all of your social media content has a link, and invite users to click to your website as much as possible. Make sure that you have an effective landing page for when they do. You can also have a newsletter or email list signup right on your Facebook page to collect leads that way.

LinkedIn is a powerful lead generation tool for a B2B company. You follow and are followed by like-minded industry professionals. If you are posting regular content and joining groups, you can build connections and networks to help grow your reach. The more professionals you connect with, the more likely you are to gain leads. Again, with social media like LinkedIn, you will do better if you build relationships well.

Building leads might be the most difficult and intimidating task for B2B companies. However, if you put in the work and use the right strategies, you can find and cultivate leads that will bring you success.


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