Generating B2B Sales Leads


Generating B2B Sales Leads is harder than generating consumer leads most of the time.  I say most of the time, because some things that are a common problem for all businesses can use the consumer lead generation model and be successful.

However, for the sake of this article lets assume you are selling a high end B2B product and you want to generate qualified B2B sales leads and each sale is very valuable to you.

I see this all the time and the problem here is that the business that wants to think like consumer sales leads and they get discouraged when they do not get a flood of sales leads for their consulting practice or their specialized software.

I think the first thing to say is that not all products and services are best sold on the web.  In nearly all cases, the web can contribute to the sales process and can generate the occasional lead, but it will not replace a good sales force and often for these services, the lead (no matter how you got it) need fast and good followup.

Next, if your leads are worth, say $10,000 over the lifetime of the customer and you are going to have to spend hours talking to them, helping them, etc. etc to earn that money, the last thing you want to do is generate 100 low quality leads every week.  In B2B Sales Leads generation, getting a couple of high quality sales leads that you can put into your B2B sales funnel is a great month.

So when a B2B client wants to generate B2B leads online, you have to look at what a good goal is.  Can you generate thousands of leads in a year or are you better off with generating 20 good leads in the year?  That really depends on what you are selling, but do not get confused and pursue the wrong B2B lead generation strategy because it will not be a winning situation for anyone.

Consulting Lead Generation

 I found this consulting lead generation article which is interesting.

Selling in the Consulting World

Lead generation: who should feed the sales funnel in your firm?

The problem I have with this article is that it never talks about B2B Lead Generation online.  When you use a seriousl business blogging strategy and get staff involved in writing, you can turn everyone into a rainmaker in their down time and also build a stronger B2B lead generation strategy that will continue to produce results in the future.


Does SEO Work To Generate B2B Sales Leads?

Is B2B lead generation possible with Search Engine Optimization?

Of course it is, but you may not close the sale with your website.  Instead, you need to attract people in businesses that are researching how to solve a problem – when your company is the solution to that problem.  B2B leads are just like anything else – if people are out doing searches you can get them to your website.

But how do you get the B2B sales leads information?  Just because they visit your site does not mean they are going to call you.

While it will seem obvious to many veteran Internet Marketing people, many other people do not realize that simply asking people to sign up for a newsletter is not going to work.

Usually you have to offer the visiting potential lead something.

If you are B2C and sell pizza, it might be a great pizza coupon.

If you are B2B it might be a white paper or case study on how to solve a problem.  Now that is easier for some clients than others, of course.  If you are a machine shop what compelling white paper can you offer?  Maybe none that really will attract attention.

But when I have worked with B2B clients that wanted leads but did not have a good white paper topic, they do often find we become the number one source for traffic to their main website after a while.

That tells me that it works and it attracts interested, targeted people.  People that continue to explore the company that they have found.

Maybe it is not the massive B2B Lead Generation you hope for, but it can be an effective tool for almost any industry.

Lead Generation ROI News

Saw this in the news about looking at Cost per Click for lead generation.  Interesting stuff and some good advice.

6 Tactics For Overcoming The High Cost Of Clicks In B2B PPC

For anyone involved in marketing their B2B companies via paid search, its painfully obvious that the cost of clicks can be prohibitively high. In the last MarketingSherpa Search Marketing Benchmark Guide (2009), data indicated that the average CPC for B2B lead generation efforts was $3.33, vs. $0.78 for B2C retailers and $1.93 for B2C lead generators.


B2B Lead Generation Ideas

Here are 5 quick B2B Lead Generation ideas for you that may be a bit different from what you have been doing.

  1. SEO – Search Engine Optimization – can be used in more ways than just finding new leads – although it works great for that.  You can also build up a term so you are number one in it and then tell people to Google it for more information.  The credibility of someone finding something this way is huge – it shows you are a leader in the marketplace.
  2. Write a Book – This is much simpler than it used to be.  Self publish a book to establish your expertise, get speaking gigs and give to people you want to build a relationship with.
  3. Video – Just like the book, you can produce a video to send to people that is a great way to get them to pay attention and take your call.
  4. B2B Leads can be generated from building affiliate systems and paying people for the leads – this is simpler than you think and can be fully automated.
  5. Networking Groups – a friend of mine runs an executive boardroom group that generates leads for him.

These are just 5 ideas to broaden your B2B lead generation effort.