7 Rules You Need to Know for B2B Lead Generation

by Christopher Tompkins

So, you have heard the term “lead generation” before. But what does this actually mean for how you should operate your business? To start, there are a few things to break down:

Many B2B business owners do not know where to begin when it comes to gaining quality leads. They want to make sales, but they have no specific strategy to reach their goal.

Add to that the fact that many businesses have been forced to switch to a fully remote team, and we can see why many sales teams are struggling.

Take a few moments to evaluate your sales team’s efforts. Likely, they’re no longer filling their schedules with drop-ins, lunches and formal face-to-face meetings — tactics they might have heavily relied on to hit their sales quotas. Schedule a meeting with your representatives as soon as you can to ensure they’re not breaking any of the seven rules below. If they are, they’re only hurting their numbers even worse.

  1. Be aware of your services. Do you know what your core services actually consist of? If the answer is a shaky “sort of,” you need to reevaluate a few things. B2B salespeople need to be aware of what they’re selling so they can market to the correct target audience (more on this soon). When trying to close a sale, make sure to keep your services in mind so you can make the correct decision when it comes to pitching to your client. Provide them with something that would add value to connecting with you so that you can stay relevant in their minds.
  2. Pay attention to your price point. How much is your target audience willing to pay for your product or service … really? This is something you need to know. If you pitch something that is way out of the ballpark for your market, you risk distancing yourself from potential leads. So, look around. See what your competition is offering — we’ll get to that in a few points — or ask while you’re on a sales call.
  3. Know your target audience. As easy as it is to target anyone with money, this should not be the way you go when it comes to B2B lead generation. Knowing exactly what your target market is will give you a better chance of focusing on who would most likely become a client. Take some time to look through your analytics and see who is contributing to your sales. If your target audience is actually completely different from who you initially thought it consisted of, make those adjustments in your marketing strategy.
  4. Look at your competition. What is your competition really doing? How are they reeling in your potential leads in a way that you can replicate? Pay attention to this.
  5. For example, if you know your competitors are offering the same services you carry at lower prices, see the way your target audience reacts. If they react well, consider your own prices and how you can maneuver these around so that you can have prices similar to the competition.
  6. Know who the head honcho is. Isn’t it discouraging when you have a great conversation with a prospect about a marketing campaign, only to find out they can’t make the final decision on their own? While it’s great to get your ideas out there, it’s essential that you target key decision makers instead. Think CEO, CFO, etc. This way, you reduce wasting any precious time when it comes to your sales cycle.
  7. Be social, and show your prospects that you care. Trying to do business for the sake of doing business won’t exactly work. When focusing on lead generation, keep in mind that you need to be as “human” as possible to your prospects. Ask them what their thoughts are, and listen to any concerns they may have. Shed the “it’s all about me” persona and always, always, always think about the person you’re speaking with.
  8. Get moving! Don’t just sit there waiting to get leads — be active about it! Now that you are aware of some of the essentials for B2B lead generation, put these into practice. Try to scope out great leads on social media channels such as LinkedIn. It works!

While you can try to generate leads all day long, the process in which you go about doing this is what matters. Don’t dive into this territory without a plan — use the methods discussed above and see what difference it makes for your business in the long run.

Also, don’t be afraid to look at what you’re already doing in the world of B2B lead generation, and see how you can improve outreach based on these rules.

Christopher Tompkins is founder, head strategist and CEO of The Go! Agency. His devotion to helping companies harness the power of online marketing impacts every aspect of The Go! Agency. A fundamental believer in online marketing education, Tompkins speaks at national and international conferences. His latest book, The Go Method: 22 Simple Steps to Creating a Social Media Strategy That Works!, is now available.

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