Business-to-business (B2B) lead generation requires a different approach than traditional business-to-consumer (B2C). With your target audience being other business owners and professionals, you'll need to adjust your tactics accordingly. The following tips, however, can help you succeed in your B2B lead generation efforts.
Create a Website for Referrals
The sales experts at HubSpot recommend creating a website – not just any website, but rather one dedicated specifically for referrals. You can include a tag line like “A friend shared this page with you because they believe it's beneficial for your business.” If you want to go one step further, you can even create an upload a short video to this referral website, guiding prospects through the sales funnel.
Customer Relationship Management
Another essential step in successful B2B sales prospecting involves the use of customer relationship management (CRM) software. How will this help you find more prospects? Well, CRM software lives up to its namesake by helping to “manage your customers.” Using CRM software, you can find new leads, segment your existing leads, rate the quality of your leads and more. It's a versatile platform that should be used all B2B companies and salespersons.
Don't underestimate the importance of alliances with other link-minded businesses, organizations and professionals. Known as a strategic alliance, these can prove invaluable in your efforts to source new leads and reach new prospects.
Statistics show that it takes between 6-12 correspondences with a prospect to close a sale. So, even if he or she doesn't buy your product or service initially, the prospect may later. You'll need to follow-up with the prospect, however, in order to close the sale. Create a schedule that details which prospects you need to call and when.
Offer a Free Product or Service
Sometimes all it takes is a free product or service to reach a new prospect. But once you've reached that prospect, you can continue marketing to him or her for months or even years to come. Giving away a free product or service will cost you time (and probably resources), but you have to think of it as a long-term investment. If a prospect is interested in the product or service, perhaps this will instill a higher level of trust; thus, increasing the chance of attracting that prospect and possibly converting him or her into a paying customer.