Most of the fastest growing B2B companies do not rely solely on just one sales lead generation method. They have a complete arsenal of sales lead generation tools at their fingertips, that they can use at ay given time.
Here are my eight proven B2B sales leads generation techniques gleaned from helping over 170 B2B companies reach their sales prospects:
1. Relationship Marketing
Relationship Marketing is the approach underlying all of the “sales-lead-generation-success” methods. Relationship marketing simply refers to cultivating a personal, sales-winning relationship with your prospects. It’s about developing longer-term relationships with customers rather than individual transactions.
During my 20+ years of experience in B2B sales lead generation, I’ve discovered the key to picking up sales others leave on the table is to keep in touch with your prospects via a series of ongoing communications and offers throughout your prospective customers’ consideration processes.
2. Complementary Partner Referrals
By joining forces with complementary partners, you can instantly multiply your sales lead generation pool and make it easier for companies to engage in doing business with you. Out of all the sales lead generation programs available to you, complementary partner referral programs can generate the highest qualified B2B sales leads.
3. Search Engine Optimisation
Business buyers are more sophisticated and getting harder to reach than ever. Studies show that about 90% of business buyers start with research on the Internet, therefore it’s critical to have a well-tuned sales lead generation program that includes search engine optimisation (SEO) to attract prospects at the beginning of their buying cycle.
Even though many people despise the thought of telemarketing, when executed properly it is a very effective sales lead generation tool. Telemarketing is a personal marketing and sales lead generation technique that offers a cost-effective, efficient alternative to field selling. However, it can be significantly more expensive than direct mail or email. By including telemarketing in your B2B sales lead generation marketing plan, you can reach up to thirty decision-makers a day at a cost of $15 to $20 per contact.
In contrast, with field sales you can reach only four or five decision-makers a day at an average cost of $392 or more per contact.
Direct mail may cost as little as a dollar, and email is often much less. However, if you consistently prospect and nurture leads via phone, you will consistently generate qualified sales leads.
5. Email Marketing
By creating your own email newsletter, you could send out industry news and tips to suspects in your market. Since you will be on your prospects’ minds more often than your competition, eventually, your sales leads will turn into actual sales.
6. Direct Mail
There is an entire industry of people like Dan Kennedy, Bob Bly, and Bill Glazer who are dedicated to business-to-business selling through direct marketing. Sales letters can be an excellent sales lead generation method. But, most sales and business professionals do not know how to use this lead generation technique effectively and efficiently.
The complaint is a common one among B2B companies that depend on direct mail and direct response marketing as their only sales lead generation program: “I’m sick of spending a fortune to send out thousands of full-colour catalogs and direct-mail pieces only to get a measly 1% response rate. How can I cut costs and find a more practical way to get my target market to respond to my direct mail or catalogs?” My clients have found that the best place to start revamping their direct response marketing is by determining who their best customers are, then trying to target their database marketing efforts at companies and individuals who are similar in nature.
7. Print Advertising
When done correctly, print advertising can be a highly effective sales lead generation activity. When using print advertising as your B2B sales leads generation method, you must remember to focus your advertising’s message on the benefits and applications of your products or services. Then let the layout and design of your ads enhance your company’s image. And, don’t forget to only use publications that deliver messages directly to your targeted audience.
8. Event Marketing
Whether you do it live, through the telephone (teleseminars) or via the Web (webinars), seminars and workshops are a great sales lead generation tool. People who attend your seminar have an interest in the information you are presenting and a need for your product or service.
Connect with customers in a meaningful way by using these eight proven B2B sales leads generation methods, you will capture more sales-ready opportunities for your salespeople to turn into new business, meaning greater sales revenue and profits for your company.