B2B Leads: What They Are and How to Generate Them - 2023 Guide

B2B leads, also called Qualified Prospects, represent a fundamental element in today's business sector. They have become a great advantage when it comes to establishing lasting business relationships and closing deals.

So in this article, we're going to take a detailed look at what B2B leads are and why they're so important to your company. In addition, you will learn different strategies to generate Lead Scoring effectively and thus be able to maximize the possibility of conversion.

Whatever you are in the B2B sector, pay close attention and learn to attract the right potential customers and drive your business forward...

What are B2B Leads?

B2B (Business-to-Business) leads are potential customers who represent companies interested in products or services of your company. They are those (business) users who You save to a database with your contact information, such as your email or phone number.

B2B leads represent real business opportunities for other companies, and as they collect contact information and qualify their leads, they are increasingly effectively managing their marketing and sales efforts, personalizing their content and message to face different business challenges.

B2B lead generation is a strategic process in which you have to seek to attract, identify and convert your potential customers into effective customers. By developing strong relationships with B2B leads throughout your sales cycle, you'll be able to increase your customer base, boost your growth and establish long-term business ties. But... do you know exactly how to do it?

Differences between B2B leads and B2C leads

B2B (Business-to-Business) leads and B2C (Business-to-Consumer) leads are two types of potential prospects with different characteristics and needs...

1. Target audience

While B2B leads are directed to other companies, B2C leads If target individual consumers.

2. Purchasing Decisions

In the case of B2B leads, buying decisions are often more complex and are made based on commercial, financial and technical criteria.

B2C leads usually take faster buying decisions based on personal preferences, immediate needs and emotions.

3. Volume and frequency

In general, B2C leads they have a much larger volume and a higher frequency of acquisition compared to B2B leads.

This is because the mass consumer market is much larger than the business market.

3. Business relationship

In B2B leads, the business relationship tends to be more durable and based on trust and long-term collaboration.

On the contrary, in B2C leads, the relationship with the customer is usually more transactional and in the short term.

4. Marketing approach

B2B leads require a more specialized marketing approach focused on generating demand, establishing business relationships, and demonstrating long-term value.

B2C leads, on the other hand, they focus on marketing strategies more aimed at capturing consumer attention, influence their decision-making and generate impulsive purchases.

5. Acquisition channels

Lead acquisition channels may also vary. In the case of B2B leads, generation strategies include business events, business networks, specialized content marketing, advertising in specific media and email campaigns aimed at companies.

In the case of B2C leads, acquisition channels usually include advertising on social networks, search engines, marketing of general consumer content, promotions and loyalty programs...

While these are some general differences between B2B leads and B2C leads, it's important to keep in mind that each business has its own peculiarities and the line between these two types of leads can be blurry in some cases, especially in situations where companies sell both to other companies and to end consumers (B2B2C).

How to generate B2B Leads?

So far, I suppose you've already understood why quality B2B lead generation is so important... now... how to achieve it?

Well how There isn't just one way, you should pay attention to what works best for your company.

Although I warn you that... most likely, Inbound Marketing is the option that will most help you achieve a solid base of potential customers.

Even so... let's review these three ways:

1. Inbound marketing

Inbound Marketing consists of a organic B2B lead generation strategy, that is, through the creation of quality content that may interest your potential customers.

Consider creating blogs, ebooks, case studies, videos... try to optimize this content with keywords and share it. Provide information for your audience that is of quality and relevance in your industry.

It offers downloadable resources in exchange for contact information; create optimized landing pages and SEO (Search Engine Optimization). It is also important that you make strategic use of your social networks and be concerned about optimizing the user experience on them.

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2. Active prospecting

Actively prospecting B2B leads is a very interesting way to generate them.

To carry out a good prospecting, you must take into account who your business model is aimed at, that is, who you want to sell to.

I mean... you have to define, for example, the profile, its size, its average turnover, its area of activity... You can also look at the customers you already have to give you an idea of the profile that will give you profitability.

Use social media to do your research... I recommend that you use LinkedIn since it is the largest platform for finding company profiles.

3. Events and Webinars

Worry about participating in business fairs or fairs related to your industry and invite customers who are part of your database and close to the event area.

Email marketing is very useful for sending invitations and control who clicks on your CTA (wake-up call). The objective is to ensure that interested companies request information and receive the necessary attention when they need it.

Since many of the people who attend the event will not be ready to close a business, think about the possibility of offer some free resources, such as ebooks, for example, and thus collect your data more easily. A gift like this will surely please the lead and will help you guide them through the sales funnel.

How to maximize B2B lead generation?

If you want Maximize your B2B lead generation, the best thing is to keep in mind some additional strategies that you can try and perfect:

a) Optimize your website

Your website must be designed to effectively capture leads. You can use CTAs in strategic locations, create specific landing pages, or use contact or subscription forms.

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b) Try different types of content

Explore different content formats and Find out which ones you feel most comfortable in to attract your target audience. In addition to blogs and ebooks, try creating videos, podcasts, infographics, webinars...

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c) Implement local SEO strategies

If your business focuses on a specific geographic area, optimize your online presence to appear in local search results. Use specific keywords in your content and optimize your profile of Google My Business.

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d) Use paid ads strategically

You can invest in paid ads on platforms such as Google Ads or on social media in general. Segment your ads to reach your potential customers more precisely and use attractive messages and offers to generate interest in them.

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e) Create collaborative content

Collaborate with other companies or experts in your industry to create joint content. You can include webinars, interviews, guest articles, shared case studies... Collaboration allows you to access a new and diverse audience, thus increasing your opportunities for B2B lead generation.

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f) Track and nurture leads

Don't just collect contact information from leads, too you must track and nurture them throughout the sales cycle. Use personalized, automated emails to provide additional content, answer questions, and maintain engagement. Segment your leads based on their level of interest and stage of the sales cycle to provide relevant information at the right time.

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g) Hire an agency specialized in B2B leads

Counting on the services of a marketing agency specialized in B2B companies, like Insurgente Solutions, the LinkedIn agency with which it is easier and faster to capture quality leads in less time and to strengthen lasting business relationships.

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NTBA Method

NTBA means the following:

N (needs): understand the needs of your potential customers and check if your solution is truly capable of meeting those needs.
T (time frame): evaluate if the one to implement in the solution is the best for the lead.
B (budget): check if the potential customer's budget is adequate to finance the solutions.
A (authority): see if the person with whom the contact is being made is the one who makes the decisions in the company or if it will be necessary to talk to someone else.

Carrying out the points set out in these acronyms is essential to generate quality relationships with your B2B leads.

Although B2B lead generation can present some challenges, with good planning they will always be easier to overcome.

Of course, keep in mind do not collect contacts indiscriminately, in other words, step by step... you have to build a strategic lead base.

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