In today’s B2B marketing world, capturing and cultivating leads is a defining dance that has to be delicately massaged like the ego of a prized boxer because the ongoing (never-ending) goal of generating leads is to essentially create a sales pipeline by nurturing and keeping the interests of buyers in a certain product or service.
It’s all about the next step, the next move, the next maneuver, and the next sale…
🎯 Make use of technology, but prioritize a personalized approach.
It can be done online, offline, or a combination of both. After all, it’s 2023. We made it! There aren’t jet packs or robot butlers (yet), but there is an ever-evolving list of technological advancements that make our work lives easier.
No matter what new technology drops, B2B lead generation is all about people. Sure, data gives you a bird’s-eye view of where your prospects are going and what they are doing. But the business of people is something that never changes.
🎯 Remember: It is a professional problem with a personal solution.
For the last 10 years, I have been focused on “lead gen” for a B2B company, in which a good lead generation strategy involves generating solid leads and then sticking them into a marketing funnel to properly follow-up with them through a little light stalking.
Online lead generation has grown steadily over the last 2 decades, and the COVID-19 pandemic has only sped up that growth. With so many B2B businesses now generating leads online, it naturally follows that lead generation is the biggest challenge for many marketers.
How is a B2B seller supposed to find new customers whose problems they can solve when customers don’t want to go back to the old way of doing business?
🎯 Think outside the brain box.
The growth of your business and sales depends on your ability to identify interested people who might benefit from what you have to sell and encourage them to make the journey from interest to purchase. The higher this number, the greater your chances of success.
To help you boost your B2B lead generation efforts, you must be willing to start out online and finish with a phone call or even a handshake. But the key word in all of this is PEOPLE.
