What is B2B Lead Generation?
Lead Generation in the B2B space differs from what is done in the B2C space. In the latter, it involves mainly working on creatives (videos, images…etc) and running ads directly to the masses in the hope of collecting their emails or phone numbers.
That is usually referred to as running an ad campaign, there are similarities though as some B2B campaigns can get you good results with ads.
But at Bright Leads Media, we do things a bit differently. We don’t run ads. Instead, we rely solely on the expertise of our team members to research and collect data on your target clients. It’s easier to do in the B2B space where you can target a few hundred or a few thousand clients a month.
That’s not the case if you’re running an e-commerce store and would like to sell to the masses. You can’t survive by targeting a few hundred or even a few thousand people.
In order to get the best possible results with your outbound emails. You have to spend as much time as possible researching your prospective clients.
As an example, let’s say you have an SEO software (The likes of Ahrefs, SEMRush…etc) and you want to sell it to SEO agencies and big brands who need it to improve their websites’ SEO.
Prospecting is the process of collecting the leads who meet your criteria, in this example, it’s SEO agencies and big brands who have an in-house SEO team.
I would split my prospecting list into three sections. SEO agencies, ecommerce stores, and big websites. As you know, all websites need traffic. SEO happens to be one of the most sustainable traffic sources.
Let’s add one more detail about the software we’re trying to sell, the pricing structure is very affordable (less than $50 per month), which is way less than all the other big players in the SEO industry- As a comparison, the cheapest options on Ahrefs and SEMRush start at $99 per month.
With that in mind, I would then dive deeper into my research and try to find smaller SEO agencies with teams of 10 and fewer staff.
LinkedIn Sales Navigator would be a good starting point to find that information about marketing agencies specializing in SEO. It’s also the place where I can find information about their employee count, revenue numbers, office locations, and even information about who works there.
After collecting the leads, we go through a qualifying exercise, where we check each lead to see if they are a fit for our product. In this instance, we need to know if they could use a new SEO software that’s not just cheaper, but also offers more features.
One source of valuable information is software review websites, the likes of Capterra.com, trustradius.com, G2.com, and others.
If I see a review of Ahrefs, I would do some research on the companies leaving the reviews and try to reach out to them to see if they’re willing to give our software a try. Especially if the review is negative.
Another source of qualified leads would be app marketplaces like the Shopify app store, the BigCommerce app store, and other big marketplaces. The good thing about these places is you can easily find the link of the person who left the review.
Facebook groups are also a great source of fresh information, especially SEO groups where people comment.
The point is, we gather leads from all corners of the web, especially when the information is up-to-date and accurate. That makes our outreach efforts all the more effective.
LinkedIn Social Selling
A simple search on Google will lead you to this definition of social selling:
“Social selling refers to using social media platforms and other digital tools and processes to find and connect with leads and prospects, thereby increasing sales. For B2B businesses, it comes down to building relationships with prospects on platforms such as LinkedIn.”
Building relationships with your prospective clients is the way to increase your sales. That’s why prospecting plays a huge role in social selling.
It allows you to gather all the important information that will make it easier for you to connect with your prospects. Because as we explain in another blog post, personalization is key.
Personalization allows you to address your prospect with their first name and include more information about them. That will increase the likelihood of them responding to you.
The most important aspect of personalization is knowing what kinds of problems your prospect is having, and whether your product can solve that problem for them.
According to Wikipedia:
“What does cold email mean?
A cold email is an unsolicited e-mail that is sent to a receiver without prior contact. It could also be defined as the email equivalent of cold calling.”
This definition might sound very spammy, but the fact of the matter is that cold email outreach is one of the best ways to reach your prospective client, IF (emphasis on the if here) done correctly.
Sure, no one likes to receive unsolicited email, we all hate it. There’s no doubt about that. But when you’re a salesperson or an entrepreneur trying to sell their products or services, there’s no better way to reach the decision-makers in any company, other than by email.
That’s why it’s so easy to mess up your chances of when you don’t know what you’re doing with cold emails. You have to
A well-written email can make or break your business, literally. Heck, even the Harvard Business Review wrote a guide on how to write better cold emails.
Following up is an even more important aspect of the B2B lead generation process. Simply put, not everyone has time to respond to your email.
Most people will not read your email as soon as it hits their inbox, it usually takes time, especially in a business setting. That’s why sending a few reminders won’t hurt your chances.
In fact, most of our warm leads come from email number 2, or even email number 5 in some cases. That’s because those prospects didn’t have time to respond to the first email, they were in meetings or probably just forgot.
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If you want to grow your business and increase your revenue, let us handle prospecting and outreach on your behalf.
You will be amazed at what we can achieve if we work together.
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