There’s a difference between generating leads and generating quality leads.
B2B sales cycles can span anywhere between a month to over three months or beyond. The last thing they would want is to generate low-quality leads that are not likely to convert into customers.
This is primarily why B2B brands need a consistent and scalable lead generation process. In this blog post, we’ll share tips and insights on how to do it effectively at scale.
5 tips to improve the B2B lead generation process in 2024
Here are some tried and tested tips to improve your lead generation process for B2B businesses.
Build a killer first impression with your website
Your website is one of the first touchpoints prospects visit during their research process. It needs to be optimized well to engage leads instantly.
For instance, check out Zapier’s website’s homepage 👇
Here’s what makes Zapier’s website a critical lead generation source, in our opinion:
- A simple header that communicates what Zapier does within a single sentence and in the simplest way possible
- Lots of use-case-specific templates so that users can directly get started with building workflows
- Customer testimonials and G2 badges that work as trust signals
- Simple product walkthroughs and explanations with CTAs to try out the product directly
💡Pro tip: Add interactive demos to your website so the users can experience the product first-hand. It could work as a lead qualifier.
Build a personal brand on social platforms like LinkedIn and Twitter
If you are a new founder trying to win visibility among your audiences, there’s nothing like building your personal brand on social platforms.
For instance, we closely followed Andrew Mason’s (CEO at Descript) journey on LinkedIn. We noticed how he has been constantly sharing excerpts from his personal and professional lives for a long time to build a solid and sustainable personal brand.
This might not be a ‘fast’ way to generate leads. However, the more you reveal yourself and your expertise, the higher your chances of winning trust. And people buy from the brands they trust.
Leverage content marketing and make it an inclusive initiative
Content is the king, queen, and the entire kingdom. Investing in the correct type of content assets can be a long-term lead generation source for you.
According to Demand Gen’s report published in 2023, below are the different types of content formats and their impacts on B2B audiences:
No matter which type of content you create, make sure it is a team effort. Your sales, product, and customer success teams should be on the same page while ideating, creating, and distributing content. That’s when your content will be relevant to the audiences and generate leads.
Create value with ungated lead magnets
To gate or not to gate your lead magnets?
This has been one of the most debated topics since the inception of lead generation. While gating lead magnets is an OG practice, our vote goes to un-gating your lead magnets.
B2B decision-makers know you are gating your content to collect their contact details. This puts them off, and they lose trust in the quality of your content. No matter how good it is, for them, it is just another lead magnet on the internet.
On the contrary, when you publish an ungated lead magnet, people actually take the time to read it. If they find it useful, they will schedule a call with you. Ungating lead magnets can improve your lead quality.
Cognism’s entire resource hub is ungated as it educates the target audiences about different B2B marketing hacks:
Set up automated lead scoring workflows
Automating your lead scoring process ensures your lead pipeline is not filled with poor-quality leads. A lead scoring form is a simple way to score your leads. When a user books a call with your sales team, ask them questions like:
- What is your company size?
- What is your annual revenue?
- What are the challenges you are struggling with?
Their answers will help you gain a deeper understanding of their business profile and requirements. If they don’t match your ICP, save your sales team’s time by not acting on these leads.
Wondering How to Generate More Leads for Your B2B Business?
It is not easy to build and maintain a lead generation process alone.
At NorthMetric, we work as your growth partner to help you build and scale your growth across the funnel – from defining your lead generation process to scaling demand.
Want to know our process?
