B2B Leads: how to generate qualified leads on an ongoing basis

There is one element that occupies a fundamental place in both marketing strategies and sales processes: the lead. This term is used to refer to the potential customer. Thus, the more business contacts you have, the more sales you can close.

Therefore, it is not difficult to understand the importance of lead generation for a company. In fact, this was proven in a study by the Content Marketing Institute.

The survey revealed that generating leads is the most important goal for 85% of the B2B marketers surveyed.

It turns out that selling to businesses is not as simple as selling to the end consumer. On the contrary, closing business with them is complex and time-consuming. But it is possible to optimise that process even before the sales team acts.

It all depends on good B2B lead generation and the qualification of these contacts. Do you want to improve this process? Then read on!

Below you will find the following topics:

What are B2B leads?
How to generate B2B leads?
How to improve B2B lead generation?
What are B2B leads?
B2B (business to business) leads are the potential customers of companies that you have in your database. That includes contact information, such as email and phone number, of the people who make the buying decision within those organisations.

We can even draw a parallel with what happens in the B2C (business to consumer) market. Companies strive to get visitors to enter their contact details so that they can nurture them with information and messages that lead them closer to the brand.

Often, that nurturing is done through email marketing. When those people are ready to buy, sales work comes into play, with the goal of driving the lead to purchase.

When it comes to B2B leads, that’s all your company needs: a base of potential customers who can make the buying decision. The thing is, if the lead is a business, things are not as simple as they usually are with the B2C audience.

For a start, business-oriented solutions are usually very specific. Therefore, your product or service may be suitable for not too many companies, which limits the number of potential customers.

As soon as you find companies that might be interested in your solution, other difficulties or points to clarify start to emerge.

For example, who is going to make this purchasing decision, and will this person depend on the approval of a committee? When would be the best time to use the sales close?

As you can see, selling to B2B audiences is multifaceted and can be quite complex, especially if the process is flawed from the outset.

If you give your sales team potential customers or leads that have a good conversion potential, the work will have a better chance of success, promoting a good ROI from sales and marketing.

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