B2B lead generation refers to the process of finding new business customers. It includes various stages such as determining suitable target companies, approaching new prospects and eventual conversion from lead to customers. However, you need to know that generating leads isn’t easy and trying to acquire leads in the B2B space makes it all that much more difficult. B2B lead generation inculcates the following terms:
Prospects: It is a marketing term used for describing a potential customer. In case of B2B a prospect is a company interested in your product, service or brand. A prospect may not necessarily be familiar with your company.
It refers to a company which meets the criteria you define as being valuable to generate new business. Leads can be:
i) inbound – generated e.g. through form fills or direct calls made to inquiry about products.
ii) outbound – leads can be classified as ones which sales teams may categorize based on certain conversations they had.
A customer is a lead that now uses your products or services.
Inbound marketing is a technique for drawing customers to products and services with the help of content marketing, social media marketing and search engine optimization. Inbound marketing provides detailed information, an improved customer experience and builds trust by offering potential customers information they value through company sponsored newsletters, blogs and entries on social media platforms.
Outbound marketing is a form of marketing where a company initiates the conversation and sends its message out to an audience. Rather than taking a passive approach, companies actively push their message to potential leads, whether or not these potential leads are actually looking for them at that time. Telemarketing is one such method whereby companies pro-actively call customers to offer their products or services.