It's not the quantity of business-to-business (B2B) leads you generate that matters most; it's the quality of those leads. High-quality leads are easier to convert into paying customers. Of course, this means more sales for your company while spending less time and resources doing so. So, how can you generate higher quality B2B leads?
Creating buyer personas for your company's various target audiences is one way to generate higher quality leads. As explained by HubSpot, buyer personas are representations of a company's target audience. The general idea is to create a buyer persona for each type of audience who typically buys your product or service. With this information, you can then create customized marketing messages that are specifically tailored for these personas.
Are you using inbound marketing techniques to attract leads? If not, you should be. While outbound marketing involves directly pitching your product or services to prospects, inbound marketing is an indirect method of promoting products or services. Basically, it involves publishing relevant, non-promotional -- or light promotional -- content that encourages prospects to contact the respective company for more information. Since it's an indirect way of pitching a product or service, inbound marketing typically yields high-quality leads.
Don't rely on your company's official website to attract leads. Even if prospects can contact you through your company's website, you can improve the quality of those leads by using a dedicated landing page. A landing page is essentially a small, often one-page website that's designed for a single purpose. This purpose can be to sell a product or service, or to attract leads. And because it has a single purpose, you can optimize it specifically for that purpose. When creating a landing page to generate leads, for instance, you can include a large and prominent call to action (CTA) while explaining the benefits of your product or service.
Normally, offering prospects an incentive for entering their contact information or signing up for a newsletter is a great way to attract leads. If you want to attract higher quality leads, though, you should probably leave this tactic behind. You have to remember that some prospects may give their information just to acquire the free item or service you are offering as an incentive. If you're giving away a free t-shirt to prospects who enter their contact information, for instance, you'll inevitably generate more leads -- but those leads will be relatively low quality.