What is lead generation?
B2B lead generation involves identifying and attracting potential customers (leads) who are likely to need your product or service. Unlike B2C, where you market to individual consumers, B2B lead generation focuses on organizations. By conducting thorough research on organizations’ challenges, decision‑making teams, and buying cycles, one can attract qualified leads for one’s business.
Why Is B2B Lead Generation Important?
To generate revenue, a constant, steady stream of qualified leads is essential. Qualified lead generation streamlines the sales conversions and keeps the sales pipeline strong.
Also, by targeting businesses that align with your ideal customer persona, you can achieve a quicker return on investment (ROI) from multiple marketing campaigns.
To increase revenue, determine marketing strategies, and achieve scalable growth, B2B lead generation is crucial.
How the B2B Lead‑Gen Process Works
How the B2B Lead‑Gen Process Works
- LinkedIn Outreach
- Email Campaigns
- Webinars & Virtual Events
- SEO & Content Marketing
- Paid Ads (Google, LinkedIn)
Types of B2B Leads: MQL vs. SQL
Marketing Qualified Leads (MQLs): These are early‑stage prospects who’ve shown interest in the product or service by filling out the contact us form or downloading the brochure/guide. These people may or may not be the ideal prospects, but as they have visited the website and shown interest, they can be considered as marketing-qualified leads.
Sales Qualified Leads (SQLs): These can initially be marketing-qualified leads but can be converted into potential prospects ready for direct sales outreach. These individuals are ready to take further steps or discuss their requirements.
As an organization, the focus should be on increasing SQLs as those could be directly converted into deals and generate revenue.
Key Metrics to Track
- Cost per Lead (CPL): The average amount you spend to acquire a single new lead. The main target should be to optimize this so that, at a lower cost, you will receive high-quality leads.
- Lead Conversion Rate: Well-optimized campaigns give high-quality leads that convert into deals. The lead conversion rate is the percentage of leads that take a desired action (For example, requesting a demo or signing up).
- Sales Pipeline Velocity: How much time it takes to qualify the received lead, and how quickly qualified leads move through your sales funnel from first contact to close.
- Customer Acquisition Cost (CAC): When any lead converts successfully to a deal, you can calculate the total marketing and sales spend required to win a new customer.
Concussion
Lead generation is crucial for any business that wants to grow, scale, and succeed. Creating campaigns that are optimized and generate high-quality leads is important. For this, thorough research needs to be carried out, and multi-channel outreach, such as LinkedIn and email marketing, needs to be done. Successful lead generation campaigns deliver better sales-qualified leads (SQLs), which leads to high sales pipeline velocity and lower customer acquisition cost. You can benefit from the expertise of experts like Brand Beats in developing successful lead generation strategies. Contact us at info@brandbeats.in today.
