How to Succeed With B2B Lead Generation
This is a guest post from Hannah Meiton, Head of Growth at the world’s fastest growing background music company Soundtrack Your Brand (one of our brilliant portfolio companies, more on their story here) and previously VP Sales at iZettle. This post first appeared in my monthly newsletter — sign up here!
B2B lead generation works quite differently than B2C lead gen and requires a different approach and mindset that is more precise, detailed and thought-through. The methodology you should take obviously depends on the type of product or service that you are selling (and the associated sales cycle), but here are some of the things we have found that works at Soundtrack Your Brand:
1. Know your Target Audience
You need to have a set plan to whom you want to talk to, whether these are the decision makers of your product or the end-users. This will allow you to build your target audience to get your message in front of the right people. Start by looking at your customer base and speak with your sales team to find out whom the correct persona(s) are.
2. Nail your elevator pitch
The CTA in your B2B lead gen approach should probably not be “Buy Now” but rather focus on adding value through “Learn/See how”. Your key message will differ per persona, and there is no simple way of finding out the right message to your key target. It just requires lots and lots of testing à la traditional growth engineering. Different CTAs might be “register for an event/webinar”, “download a white-paper”, or “attend a product demo”.
3. Create relevant content and package it beautifully
Regardless of whom your B2B audience is, you’re trying to steal attention from very busy people that don’t have a lot of time. So make sure that the message you are trying to get across adds value to them.
We have found that tips & tricks work well, educational white-papers that are packaged in ways that are easy to read or short videos. If you can explain a complex or boring topic in a comprehensive summary, this hits the bullseye. And don’t forget to include graphics or images, a text-only piece is oh-so-boring to read. For an example, have a look at how we transformed a scientific research paper into an easy-on-the-eye report here.
4. Nurture your leads
Once you have grabbed the attention from your leads, continue to serve them valuable content to keep their interest and to build up their keenness towards your product/service.
During the nurturing journey, you’ll want to segment out the largest and hottest leads to your sales team. This means 2 things. Firstly, your sales team do not have to spend expensive and unnecessary time chasing lukewarm leads. Secondly, by putting through all your leads through a nurturing feed, you can shorten your sales cycle. So when your sales team initiates the conversation, a lot of education has already taken place with the lead.
The ideal drip feed is subject to even more testing, where useful tools such as Intercom or Act-On can help you segment users based on behavior to provide them ideally with a unique customer journey — ideally leading up to a trial of your product/service.
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