What Is Lead Generation?

Generating high-quality leads is the backbone of every thriving B2B business.

Customers have tooons of information available at the palm of their hands, which means potential customers or leads can find everything they need about you in a matter of seconds. Due to this easy access to information, most customers know what they want, who they want it from, and how much they are willing to pay.

Even though many say that sales is a “game of chance,” we don’t believe that.  Sales is not about luck, it’s about innovative strategies, hard work, and thinking outside the box. 

In the B2B industry, lead generation is identifying the ideal customers for your product or service to attract them and be able to close deals.

It is an essential activity for B2B sales and marketing teams.

Lead generation has evolved immensely in recent years but remains critical in helping businesses build relationships, generate growth opportunities, and ultimately close deals. Since this process is different for every business, it is key to learn and master what works best for you as a company to be able to generate the leads that will allow you to reach your goals. 

Social selling, email reach out, LinkedIn Ads, LinkedIn organic posts, newsletters and the list goes on and on about ways you can generate leads. It’s all about finding what works best with your goals and target audience.

Some people still believe that lead generation is about sending big email blasts and having pushy salespeople make hundreds of calls a day but nowadays these techniques are no longer successful.

Consumers are constantly overwhelmed by people trying to catch their attention. There is a lot of “noise” for businesses to cut through these days, and users have become very good at blocking out all those approaches and messages that just don’t resonate with them.

So, if it’s not about email blasts and phone calls, then how can you generate leads?

Maintaining a consistent multi-channel strategy will definitely help lead your potential customers from the bottom of the sales funnel to the top, resulting in closed deals. This is why we love to talk about social selling, email reach out, using LinkedIn, newsletters, industry events, industry-specific marketplaces, etc… Because investing in these resources, is completely worth it.

Check out a few of the benefits of investing in multiple resources for your lead generation:

• Expanded reach 

• Increased engagement

• Increase effectivity by combining channel efforts

• Reach consumers on their preferred channel

Lead generation won’t give the best results if you are expecting to bet on just one or two strategies. Relying on one or two channels to push a prospect list and follow up with messages and phone calls is considered old news. It involves multiple resources and efforts.

For B2B businesses, it can be a bit of an extra challenge, however, we recently found out that 80% of B2B leads come from LinkedIn! 

Using LinkedIn as one of your platforms for lead generation is the perfect way to attract people interested in your business and gradually move them through your pipeline to become paying customers.

Check out how LinkedIn really has become a very valuable asset in the digital marketing world, especially useful for B2B businesses. B2B marketers are continuously learning how to best apply LinkedIn advertising and it’s probably the answer you’re looking for to start your lead generation strategy.

And remember, it’s okay to do things differently. Actually, scratch that. Doing things differently is a MUST. 

Don’t limit your marketing and sales team to stick to the traditional approaches and strategies. As we mentioned before, customers are constantly being pushed tons of content, ads, and messages in their daily routine. 

Lead generation is all about identifying, profiling, and nurturing leads in order to convert them into customers - and ultimately, close deals. As for B2B businesses, like us, don’t miss out on the benefits of LinkedIn, it’s known to be the most effective social media channel for B2B for a reason.

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