7 Keys for Business to Business Lead Generation

Posted by Helen Steidinger on Fri, Jun 08, 2012 @ 12:00 PM

Everyone in business is interested in business lead generation, right?  Obviously, for a B2B company, business lead generation drives sales.  Read on for seven important keys to success…

This articles is primarily written for the “business to business” (B2B) company as some of these keys may not apply to the “business to consumer” (B2C) company.

What venue REALLY works for B2B?  Social media?  Email marketing?  Direct Mail?  Radio/TV?  Telemarketing?

If you are selling products or services to other businesses, here are some keys to remember:

1.)  Narrowly define your market.  Who really are your ideal customers/clients?  Which market makes the most profit in your business?  Who do you enjoy working with?  Where can you be the most helpful?  Who will best help you grow your business to where you want to go?  Answering these questions will help you define the market which is the first important step in successful lead generation.

2.)  Determine how to best reach your target market.  Once you have defined your market, think about things from their perspective.  If you were in their shoes and needed your services, where would you look for help?  Who would you listen to? talk to?  What would you read?  How could you be reached?  What would get your attention?  Once you determine these answers… go and get in front of them where they will find you.

3.)  Be open to creative, innovative ideas.  Times are changing quickly, and it is critical to stay on top of the new marketing ideas.  This is not saying that you should jump in and do everything.  It is just critical to stay open-minded.  If you know of another company that had great success in a certain area, take the time to see if what you are doing might compare.  Do some research before you jump in, but stay open.  As an example, we have learned that there is a lot of hype out there about how social media can bring success to your business.  Social media marketing can eat up a lot of time.  As a B2B company, it is critical to get good solid answers to #2 – know where to reach your target market.  Most likely they are not on all social media platforms… where do they spend their time from a business perspective?  At this point it probably isn’t Facebook.  But, what about LinkedIn? or Twitter?  Do your research and stay open-minded.

4.)  Help solve problems, don’t sell.  Today, business people are smart.  They have done their research about your product and/or service, probably before you have had a good chance to talk to them.  They most likely already know what your competition is like.  Don’t sell them.  Help them.  Ask them what problems they would like solved.  Show them how you can help.

5.)  Be likeable.  A good friend of ours, Brent Kelly, with Clemens Insurance, recently posted a blog about the 10 Top Tips for New Insurance Producers.  One of his tips was “Be Likeable.”  People buy from those they like!

6.)  Love your prospectsBrent also says, this… Follow the Golden Rule, and treat them the way you would be treated.  This is so critical in B2B lead generation.  And, actually, if you can truly “love your prospects,” it will show through, and they will see it and know they can trust you.

7.)  Always do the right thing.  Integrity rules.  This almost goes without saying.  But, we had to include it because it is a timeless principle that should not be left unsaid.  It may often be tempting to exaggerated the truth or leave an important point out, but integrity rules.  In the end, it always wins.

Hope these keys are helpful to you in your lead generation efforts!  Please email us if we can help you in any way.

We mentioned LinkedIn above… Here are some tips that might help you… Please share!

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