B2B sales. The right way.

5 steps to generate business leads

Getting ready to generate business leads with an online marketing campaign? Pondering how to start, or doing final checkups before you hit the switch? This article will be helpful no matter what stage you’re on. Use these insights to run a smooth campaign that generates business leads.

Ready? Let’s do it!

Your company’s online transparency

Imagine yourself knocking on a stranger’s door. The door opens and you hear: “Hello? WHO ARE YOU?”

Marketing to businesses that might not know you yet is similar. And when you do it online, people can (and will) google your information.

Before you run a lead generation campaign, make sure that relevant information about your company is online, updated and easy to reach.

The minimal online credibility kit includes:

—>your company’s website (up and running, mobile-optimised, simple but informative)

—>well-designed, client-focused online marketing channels (social/professional media profiles, at least a proper Linkedin company page)

—>decent-looking personal social media profiles (if you like to post weird content, at least make sure that your privacy settings show it only to your friends and to everyone that can visit your profile)

Pick your business target group

For online marketing to work you need to find the most profitable business type to approach. Who are the best clients for your business?

You probably heard the marketing saying „sell the sizzle, NOT the steak”. But the sizzle from a juicy steak won’t convince a die-hard vegan to eat it. Do you see my point?

Online research will give you a few ideas for business types to approach. You should also brainstorm your target business type with all people who can help you (co-founders, team, mentors, mom).

Try to answer these questions:

—>what is the industry your target business type operates in?

—>what challenges does your target business type experience?

—>what is important to your target business type decision makers?

—>what does your target business type spend budget on?

—>is your target business type aware of your competition?

Based on your target business type you pick marketing channels and define your approach later on.

Find business contacts – potential leads

The first contacts to approach can come from near-by. Utilize your closest network to ask for introductions and locate the first people you can approach. To scale your lead generation campaign however, you need a way to regularly find contacts:

—>collect contacts manually (advanced Google+social media skills required)

—>boost manual collection with plugins for finding client information

—>buy access to a SaaS database  (like what RightHello offers, email piotrek@righthello.com to learn more about cold email lead generation services)

Try not to buy nor use ready-made email lists if cold email is your lead gen channel of choice. If you must know – here’s why

Can you do {x} for me? I promise {y} in return – hard to master art of CTAs

A Call To Action (CTA) is one of the most important parts of a lead generation campaign.

CTA is the final cherry on top of a well-crafted campaign – everything else leads to your CTA. What should be your goal?

To make your campaign so irresistible that you don’t even have to worry about your CTA. You just tell potential clients exactly what you want them to do. 

What makes business lead gen campaigns irresistible? 

—>clearly communicating real business benefits that your clients can expect

—>predicting/researching what proof your target business type needs to approve your company (and providing it upfront)

—>good old honesty, transparency and being direct – communicate „I think my app could help you organise your dev team’s time better” instead of saying „At my company, we focus on delivering the best solutions for time-management. That’s why we created {product} to solve the ever burning need…BLA BLA BLA”

—>great content (copywriting, visuals, recordings)

—>efficient system (work with a lead gen company or build an in-house process, but keep it organised to make sure you’re always communicating relevant info to the right target business type) 

Take it slow and follow-up 

Don’t try to communicate everything at once. Business decision makers these days don’t like to be forced to take in a lot of information at once.

Brain capacity is limited, and while it sounds crazy – I know you know what I mean. Those moments where your brain feels like an overflowing bucket and you just can’t take in any more information AND understand it?

Your potential clients experience that too. So communicate with them in a step-by-step, controlled manner. Pressure won’t work.

The most successful online lead generation campaigns either:

—>lead potential business clients to a sales offer with a slow, but strategically planned step-by-step plan

—>throw the offer straight into your face (think AppSumo’s product newsletter, where the offers are so good that you either buy instantly, or cry that you can’t afford them)

But even the most solid offer deserves a follow-up if someone didn’t notice your first message or ad. Information overload makes it sensible to repeat information to potential business leads at least a few times. 

Online business leads generation TL;DR

Before you hit the switch on your lead gen campaign, make sure to:

—>have transparent company info online

—>know the target business type that your leads should fit

—>have a way of regularly generating contacts for lead gen

—>know your CTAs

—>remember to follow-up

Good luck!

Lead Generation Guide for 2016

Inside you'll find the most burning questions about lead generation from the B2B community, answered by Piotr (CEO) and Bartosz (Head of Sales). Download your free copy now and boost your sales!