Revenue Marketing: What To Measure and Why?

Revenue marketing is one of the trends that have gained a lot of traction in recent years. But what does it really mean?

The road to real accomplishments typically starts with the right definitions. How do you define what you are doing in the best possible way when you are responsible for customer acquisition? You can say generating demand. But that completely cuts user needs from the equation.

dices over newspaper spelling profit loss and risk
Image from Pixabay by AbsolutVision

Growth marketing is a fairly popular notion, and although it does not involve the sales function, it is obviously the right pick for B2C organizations. Moreover, growth marketing might lead you on the route of one method without a consistent strategy if performed superficially.

This article will show you what revenue marketing is and why it’s the proper approach for any B2B company. We will also show you how this notion helps you align sales and marketing.

Table of Content


What Is Revenue Marketing?

Revenue marketing is a holistic marketing and sales strategy, which businesses use to drive revenue growth predictably.

When done successfully, revenue marketing aligns marketing and sales with this same goal by developing a continuing feedback loop involving sales and marketing.

Why Is Revenue Marketing Important In 2021?

In the days of the most conventional sales and marketing books, the sales and marketing in silos performed well enough. Marketing generated leads and converted them to sales for closing in the old paradigm.

revenue rising illustration drawn by marker

B2B purchases are more and more self-directed. Thus, marketing and sales must support clients throughout their whole lifecycle in a holistic, relevant, and useful approach.

The funnel is now changed!

Just to be clear—this is not to say that sales representatives should start to cold-call the leads atop the funnel. It means, instead, that you know what is going on in the whole funnel and can use it to your advantage.

Marketers can no longer regard it as "job done" when they have progressed to the stage of consideration or intent. Rather, they develop certainties that boost the full lifecycle and understand the best way to increase revenues by marketing channels, emails, and collaterals.

Key Advantages of Revenue Marketing

These are the three key ways in which revenue marketing appeals to all:

  1. Sales understand which prospects are ready for sale and have the essential context for closing deals.
  2. Marketing will find out, in addition to clicks or leads, which promotions, channels, and messages generate revenue to improve ROI.
  3. The most appropriate communication is always sent to the consumer. They can progress through the funnel more quickly or speed up their decision to give up.

We trust that it's worth fighting for these advantages. However, according to B2B Marketing Trends, only around half of the marketers feel empowered to work on sales or to disclose their objectives.

When 100% of business buyers have migrated from conventional B2B buying cycles and only 50% of sales and marketing of the businesses are working together to serve the buyers of today, who do you think will win?

Four Steps to Create A Revenue Marketing Strategy

If in today's B2b market you're prepared to be one of the winning teams, then continue reading. It's time to look at how you can execute revenue marketing in your business.

Wanting to execute or implement a revenue marketing strategy doesn't necessarily mean that you will have to start from square one. It gives you the chance to assess your marketing and sales operations and ensure that they drive revenue growth effectively.

The revenue marketing approach has been broken down into a four-step process.

1. Understand Your Prospect

A deeper understanding of your buyer is the first aspect of any revenue marketing plan. This means objective evaluation of your demands and the buying cycle is mapped out.

You have to lift heavily to comprehend the customer's wants. You can set up extensive buyer personas or any kind of marketing research to map the demands and needs of the buyers. The "Job to Do" (JTBD) framework could be one you would like to consider lately.

The JTBD framework is fantastic since it encourages you to think of the most important thing that your customer needs to know: what they want to achieve. "What is the job to be done" in the JTBD jargon.

This signifies that the product or service helps the client achieve the job. That is, the buyer might "rent" your product or service to accomplish the task.

jtbd illustration showing customer needs
Source: Intercom

You need to analyze your buying cycle once you know your customer's needs or jobs.

The buying cycle represents the number of steps via which the customer purchases a product or service. To align your marketing and sales activities to assist their buying process, you must understand the cycle.

While the actual buying cycle for each organization seems distinct, the marketing and sales funnel can generally be seen as the framework for mapping the buying cycle. In the end, the details of the method your customer passes through the major buying stages are very significant to you. These are:

You may move forward with the following stage, armed with a comprehensive grasp of your buyer.

2. Marketing and Sales Alignment

Almost half of the professional sales and marketers say they are still not well aligned. Yes, even in 2021.

So, how can you align yourself?

Think about where you are and where you want to go today. Answering these questions below can help you understand what you need to work on to align marketing and sales:

Indeed, research discovers that management buy-in, collaborative meetings, and shared KPIs connect with revenue growth.

3. Implement Collateral and Campaigns

This is the component with which your marketing staff should be comfortable.

The vital part here is that this step needs to be informed by steps; 1 and 2. Generally, you may make full use of insights you got from the sales and customers to construct successful marketing campaigns for your buyers.

Create and distribute your collateral and campaigns using the knowledge of sales and customers you got previously. For any and all stages of a buyer's journey, this means developing content and SEO, implementing automated e-mail marketing, PPC, and any other B2B marketing strategy that is appropriate for you.

4. Analyze and Enhance

Finally, examine your marketing efforts and measure the results. The results show what works and what needs to be improved.

You can follow two sorts of marketing metrics:

Some Final Revenue Marketing Tips

You may achieve consistently reliable revenue growth through revenue marketing. To start off, find out where your firm is now and ponder what you need to implement a revenue marketing strategy.

Here are some final recommendations to make your business' revenue marketing work.

1. Create a playbook for sales marketing involving both strategy and techniques

The playbook should direct the answers to the following questions:

You must be adaptable and constantly developing your revenue marketing strategy. It is great if you experiment and document what works constantly. Continue trying new channels, fresh content, lead readiness indications, and reverse-engineering already closed leads sources and signals.

2. Choose the appropriate DNA tools to support the revenue marketing

Do not ignore the impact your technology stack will have on how you act. If your sales and marketing tools clash with each other and separate the two more than they unite, then there is a problem. There will be more friction.

Consider the following in order to find the correct tools:

3. All about people

None of the plans or techniques will work unless you have a team in line with your marketing objectives and equipped with the knowledge and expertise to push them forward.

For example, with organized communication and explicit objectives, Userlike has done this. Weekly calls are held between marketing leads and sales, two-week synergy meetings, attended by marketing, sales, and support professionals, and a quarterly business evening for the whole company.

Help Scout maintains its sales, marketing, and support in line with common KPIs and a unique North Star: customer experience. They have established a culture of collaborative learning, in which the groups focus on how numbers increase or fall in relation to any alterations.

The KPIs of Livestorm are connected to their funnel and each has an "owner." They also emphasize the significance of data exchange, (over)communications, and a shared goals culture to keep sales and marketing synchronous.

Wrapping It Up

In conclusion, you can keep your people in tune in a number of ways. The important thing is to identify what works for you and establish a revenue marketing-driven workforce.

Want to find the right B2B prospects to drive your revenue marketing efforts? Book a demo with OneMoreLead today!

Key Challenges In B2B Lead Generation You Need To Consider in 2021

Lead generation is the fuel of B2B business and there is no two way about it. The process of lead generation can be baffling, particularly in this unprecedented time. While every aspect of life is going through a transitional phase in the new normal, B2B lead generation is posing more challenges than ever.

b2b sales
Image from Unsplash by Headway

Before moving towards the challenges in B2B lead generation, let’s run through the basic idea of lead generation in B2B marketing.

Lead Generation In B2B Marketing

Prior to the rage of digital marketing, lead generation involved few tools and has been classified as advertising, traditionally. At present, it is a concept beyond just advertising and has become the soul of business, especially B2B.

B2B lead generation has progressed to the point where you knock on the right door rather than the ones which won’t open, get them to come to you, and convert other businesses into potential customers in the form of sales leads.

Lead generation is not as simple as it used to be. A Hubspot report says, 61% of marketers consider generating traffic and leads to be their biggest pressure point.

marketing challenges survey
Source: Hubspot

B2B marketers don't have prospects until they have leads. Your firm will be unable to increase its client base if it does not have prospects. You can't make money or expand your brand unless you have a large and increasing client base.

Before movi toda and keep your lead generation wheel running! he challenges you have on your way. We have tried to point out the key challenges B2B marketers are facing all over the world.

8 B2B Lead Generation Challenges To Prepare For

B2B Lead Generation Challenge #1: Stagnant marketing strategy

Marketing strategy in B2B marketing has to be continuously evolving. A strategy should be a road map where the marketer can visualize prospects entering into the funnel, what they are looking for, and converting into a customer.

This requires an ample amount of time and effort to figure out. The painstaking part is, once you find out a strategy that works, you are not done.

You are in trouble if you keep doing what you have been doing. Since, building up a setup that can modify and adapt the strategies calls for the bulk share of the budget, most of the marketers hold on to a stagnant marketing strategy.

As per the B2B technology marketing community, B2B marketers have identified the lack of resources in staffing, budgeting, and time as the greatest barrier to lead generation.

A large portion of the B2B marketing strategy is based on paid search or advertising. The growing costs for ads are directly related to the impacts of the pandemic. Because people have shifted their workplaces online that has intensified the crowd. The offline vendors have also entered the market and relying on digital advertising at large.

It is difficult to be heard above the constant hissing of your competitors' and even non-competitors marketing. This has not just lead to an added cost on advertising. Along with that, content creation has become challenging. The lead magnets are not working anymore and the traffic from a targeted platform is not converting like before.

These challenges are more relatable to organizations that were not working remotely before the pandemic. Finding out the ideal remote tools that fit your marketing strategy may take months to years.

Overall, the circumstances and inclined costs have put many B2B marketers’ strategies to generate lead in a stagnant position.

B2B Lead Generation Challenge #2: Identifying the market demands

The process of identifying the market demands gets more frustrating as so many companies in the B2B space serve very niche markets of sub-markets.

There's a strong possibility that your target market isn't large enough for the product or service you're attempting to sell. Because there are only so many prospective possibilities out there, it's critical to locate them all.

The marketing process also gets high stakes because you can't afford to squander your chances with a prospect who has a limited number of high-potential contacts.

B2B Lead Generation Challenge #3: Failing to draw a balance between “Quality Leads” and “More Leads”

“Quality vs. Quantity” appears to be a constant perplexity in our life, especially for B2B marketers. There it is, whether we're talking about content, customers, or leads.

Clients or consumers who have indicated an interest in your brand, product, or service are known as leads. High-quality leads are those that have a greater chance of becoming paying clients. Your leads will be more likely to purchase your product or service if they are of higher quality.

As per a survey of Ascend2, seven out of ten marketers have said that the most important part of their lead generation strategy is to get better quality leads. On the other hand, in the same survey, 54% of those marketers wanted to increase the number of leads generated.

objectives of lead generation
Source: Ascend2

Having an investment strategy to build up quality leads often results in missing out on the probable revenue.

At one stage, marketers struggle to strike a balance while formulating strategies. This challenge arises from the linear lead generation model that is based on simple numbers rather than in-depth data.

B2B Lead Generation Challenge #4: Lack of coordination between the Sales and Marketing team

A sales development team exists to engage prospects and establish a connection with them even before they make a purchase decision. If the sales team can engage buyers before those buyers need to contact a seller, they have a 56% greater chance to convert the lead.

The crucial role the SDT plays in generating leads needs to be emphasized. Though the portrayal of the lead generation process is strongly associated with inbound marketing practices, it is only one side of the lead generation coin.

Marketers write the majority of Google's "lead generation process" results such as blogs and articles focused entirely on content marketing, SEO, social media, newsletters, and so on. So these strategies mostly lack the SDT team’s perception for generating the lead.

A study has shown that companies with closely aligned sales and marketing have a 35 percent higher customer retention rate and a 38 percent higher sales win rate. Furthermore, aligned organizations see a 32 percent revenue increase on average, whereas less aligned organizations experience a 7 percent revenue decrease.

B2B Lead Generation Challenge #5: Going with the crowd

With so much research about the best ways to generate leads, marketers get confused. Trying to follow overhyped case studies which worked for XYZ Corporation makes it more challenging.

Adapting strategies of the companies which go above and beyond to generate leads prevent the follower marketers from standing out in the crowd.

You may feel tempted to follow others because that’s what everyone else is doing in the crowd. This results in overall collapse. This hampers the whole industry because other marketer’s efforts get devalued as well.

With the increase of crowd and competitors, it is getting difficult to maintain the integrity of the strategies to generate leads.

B2B Lead Generation Challenge #6: Desperately trying to be a salesperson

The growing trend in the B2B market is to be an advisor more than a salesperson. While the key decision-makers are open for consultancy, most businesses lose prospects because they try too hard to sell the service or product.

Relying on one direction lead generation tools make it more difficult. A website or blog post makes the prospect feel you are talking at them rather than talking to them. This doesn’t help them to solve their pain points.

Building a relationship is the key challenge and the right time to build one is long before you need them. The evolving environmental factors in the B2B market can be challenging if you are not leveraging the terms.

B2B Lead Generation Challenge #7: Growing concerns about data privacy

The data security and privacy landscape have changed significantly in recent years. The General Data Protection Regulation (GDPR), which went into effect in May 2018, had a negative impact on 42 percent of firms, decreasing their lead database. Furthermore, 44% say GDPR has made capturing new leads and marketing to them extremely difficult.

The study, conducted by Gartner, also mentioned that almost one out of five marketers report privacy compliance as their main hurdle across marketing channels. A marketer's capacity to gather and extract data at a rapid rate is being harmed, and some of their past marketing technology investments are becoming obsolete.

This increasing privacy concern is giving marketers a difficult time analyzing the data.

Analytics, on the other hand, is only half of the equation. Marketers are the custodians and keepers of a company's brand image, and neglecting privacy concerns, whether by choice or necessity, might harm the company's brand value.

As we get closer to a future without cookies, many businesses must decide how to continue gathering important data while remaining compliant with new rules.

B2B Lead Generation Challenge #8: Finding out the right Lead Generation tool

The growing usage of automation tools is one of the greatest trends we're witnessing in lead generation. According to recent studies, 80 percent of marketers that utilize automation tools generate more leads (up to 451% more), and 77 percent convert more prospects than those who don't.

Whatever tool or automation process you are following, must be based on an in-depth database. The right B2B database software will keep your marketing strategies up-to-date and help you to derive leads. An outdated B2B database will only waste time and resources with no result yielding.

The most tiring part of the process is reviewing and updating the database periodically. But, the more frequently it is done, the easier it becomes each time.

B2B database also contains a clear picture of different types of leads and can guide you to balance quality leads and prospects in your marketing strategies.

Having data is not enough to generate lead sales. A report of MarketingSherpa says that only 56% of B2B companies verify the business leads before passing them to the sales team. Unverified data is of no use to your sales team and eventually increases the workload for no good reason.

With so many automation tools out there, finding the right one can help you to feel relieved. Oh yes, finding the right one can get troublesome too sometimes. At this point, it may seem too much work to do.

With OneMoreLead, you can’t simply go wrong. OneMoreLead offers a database of over 40 Million verified B2B prospects to search from. With OneMoreLead you will be able to create and manage curated customized lists. You’ll have 100% pre-verified data of CEOs, managers, and key decision-makers.

With customized reports and dashboards from OneMoreLeads, you’ll be able to track your work in real-time as well. Overall, it simplifies the sales process for your marketing team and closes more leads.

Final Thoughts

Lead generation in B2B marketing is the driving force of the business. With the increasing competition, every marketer meets the above challenges more or less. To tackle these common challenges, some inclusive strategies can help you to clear the hurdles.

Focus on finding ways to have conversations and build relationships. Level up your strategies to account-based marketing. Use the same level of attention to detail on prospects that haven’t landed yet. Track the position of your leads in the pipeline and cater to their needs accordingly.

And, here once again, we would like to remind you that, your best bet is a data-driven approach. Data-driven strategies keep no room for error and save the company from spending money that won’t return.

For startups, the challenges can become too overwhelming and they may not be able to afford to waste time and resources while switching between the strategies. The good news is, OneMoreLead can be the unified space for your sales team to prospect, build lists and qualify leads.

Get started today and keep your lead generation wheel running!

20 Ways To Generate More B2B Sales Leads

Image from Unsplash by Austin Distel

One of the most frustrating experiences for B2B marketers is putting a lot of effort and money into sales lead generation strategies and seeing no results at the end of the day.

If you are facing similar issues, don’t worry, you are not alone.

The majority of B2B companies are looking to expand, but find it difficult to generate a steady flow of qualified B2B sales leads. Studies show that 68% of the B2B companies face difficulties to generate sales leads. 42.1 percent of B2B marketers say that finding the right strategy, tactic, or offer to get leads' attention is the biggest challenge.

Hope you haven’t stopped reading by now. Don’t let these miserable stats discourage you from trying harder. To help you in your lead generation efforts, we’ve compiled a list of 20 brilliant ways to generate more B2B sales leads efficiently.

What Are B2B Sales Leads?

Business-to-business (B2B) lead generation refers to identifying and attracting potential customers for your product or service. A B2B lead is a company or individual you hope to convert into a paying customer for your products or services.

In the world of B2B sales and marketing, it is essential to have an effective lead generation program.

Why Is B2B Lead Generation Important?

It is important to remember that a good lead generation process does more than just acquire leads, it also accounts for customer loyalty and retention.

A strong B2B lead generation strategy can help you:

  1. Reach your ideal customers through qualified leads.
  2. Easily refocus or scale up customer acquisition programs.
  3. Create better quality content.
  4. Increase your conversion rates.
  5. Establish strong relationships with your existing and potential customers.
  6. Boost the Return On Investment (ROI) of your marketing efforts.

20 Ways To Generate More B2B Sales

Here are 20 B2B lead generation strategies and tools that will help you attract more traffic, clients, and customers.

#1: Engage with your website's visitors through ‘live chat’

Most of the visitors to your website are not ready to buy yet. So engage them, collect their information, and begin nurturing them. You can use live chat software to prompt website visitors to contact you regarding your products or services.

Live chat can dramatically increase your website's conversion rate as users can send you a message in real-time in the chatbox.

Being flexible and making yourself available to people searching for information and looking for your offerings can help you with the lead generation process, ultimately resulting in more revenue.

Having a website live chat means your visitors can ask any question and find the answer instantly, which can speed up the decision-making process.

#2: Send cold emails

E-mail continues to be an effective tool for generating and boosting sales leads in B2B sales generation. One of the great things about emails is that they can be used to engage cold leads.

There are over hundreds of email addresses in your database for you to contact. To convert these leads into qualified B2B sales leads, you must reach out to them.

Here are a few tips to take note of:

The combination of direct mail and personalization will help you stand out from competitors and close more deals.

#3: Increase Customer Referrals

A referral from a happy, loyal customer is most likely to improve sales. Set up a referral form and ask your existing customers to refer potential customers to you.

Nurture your current customers carefully and give them proper attention from the start of your business relationship. This will help you to build trust, and they will eventually be pleased to refer your services to their friends and partners.

Establish a network of referrals in-person and online. As you build a network with people in your field, consider offering them referral bonuses for each new client they refer to you.

#4: Develop effective landing pages

Your website should include high-converting landing pages for you to generate B2B sales leads. When a user clicks on a keyword search or Google advertisement, it should lead to a unique landing page that has a specific solution that the visitor is looking for.

To make your landing pages effective, you can do the following:

  1. Use powerful headlines and subheadings.
  2. Convey what your offer/product does and how it addresses a problem.
  3. Including a data collection form and a strong Call To Action (CTA).

#5: Host webinars

Attending and hosting events can become costly at times. Hosting your webinar or virtual event can generate a lot of sales leads without being risky. Besides reaching more prospects, hosting webinars can also provide you with a digital asset that drives referral traffic to your website for years after the event is over.

#6: Use Marketing automation

Using marketing automation tools can save you a lot of time, money, and effort. Marketing automation can streamline posting, commenting, emailing, and scheduling calls, so that you don't have to spend countless hours on these tasks.

Almost everything in your business process can be automated, from email marketing to social media posts.

It results in lead generation and follow-up that are automatic and cost-effective.

#7: Have meaningful conversations

The effectiveness of blog posts, tweets, emails, and newsletters cannot compare to the effectiveness of phone calls, video calls, and face-to-face meetings.

You can ask a potential buyer for a phone call if they ask about a feature you listed on your website, listing, or in an email. Show them how this feature can benefit their company.

As the buyer is comparing what you have to offer to what your competitor offers, this is the perfect opportunity to showcase what makes your product stand out.

#8: Enhance your SEO efforts

Content and SEO are two aspects of a marketing strategy. The purpose of SEO is to optimize a website to attract search engine traffic via organic search.

Improve your website's content, structure, speed, and backlink profile by investing in SEO. Using an agency can help you generate backlinks, improve your technical SEO, and determine the keywords you should target on your website.

#9: Develop relationships with B2B micro-influencers

For the B2B industry, reaching out to a micro-influencer and offering them a blog post or co-hosting a webinar can be very effective. They tend to have a very engaged and loyal audience, so you can expect to expand your reach and generate new leads who are eager to use your products.

#10: Answer Questions Thoughtfully

You can turn your buyers into B2B sales leads by answering their questions on forums. One of the best ways to get leads in 2021 is through Quora as your potential customers are already using it to ask questions you can give solutions to.

In order to effectively use Quora to generate leads, you should thoroughly answer relevant questions your leads need answers to and provide a link back to your website. Make sure to mention your product or service and showcase your expertise.

#11: Add Signatures to your emails

Surprisingly, a lot of marketers e completely overlook this crucial element of an email, which turns out to be an excellent lead generation technique.

Add signature to your emails and make it more impressive by including social media icons, a CTA for your demo, or any current promotion you wish to push. You may also consider adding a picture, as it eases your typical buyer's mind to be able to associate a face with the communication.

#12: Get the most out of LinkedIn prospecting

LinkedIn is the most popular professional network, so if you want to get full value from this network for professionals, start taking advantage of its advanced targeting options.

By using Lead Gen Forms and Sales Navigator, you can filter prospects based on a variety of parameters and target them with relevant ads and pre-filled forms. these two features will enhance your efforts and generate lots of brand new leads for you.

#13: Get Customer Reviews

Customers expect to see how others experience your product when doing business online. In this context, you should ask your customers to leave a review after they've completed the purchase. If you want to get even more results, ask your customers to provide video testimonials.

#14: Send out Newsletters and Blogs regularly

The content of blogs and newsletters should be rich and engaging for readers. Create educational and informative blog posts and articles to generate B2B sales. With a great blog, you can generate sales leads and links to your website. You can also maintain contact with existing customers by creating a newsletter.

#15: Engage visitors with Remarketing

Campaigns for remarketing can serve as great tools for targeting people who have already visited your website. The goal is to remind them about your brand and convert them into leads by displaying advertisements to them.

Visitors to your site will leave without converting for a variety of reasons. Display advertisements are a great way to retarget them so they return to the website and increase your conversions.

#16: Increase your social media visibility

Social media platforms have more than a billion active users every day. This creates a great opportunity for B2B marketers to generate quality sales leads by creating accounts on social media platforms their target audience is already using.

They can share articles, blogs, videos, images, and infographics and run social media contests or competitions to engage their followers.

#17: Optimize your website performance and add a pricing form to your website

Lead generation success significantly depends on the effectiveness of your website. Your organic traffic won't be converted to leads if your website takes a long time to load. You should make your site easy to navigate so that visitors don't get lost or confused while trying to find information.

Make sure that the website loads quickly, is responsive to mobile devices, and is easy to navigate.

To generate more B2B sales leads, you should also consider adding a pricing form to your website. By adding a pricing section, you won't have to worry about someone clicking away from your website because you didn't mention your pricing.

#18: Keep an eye on your competition

According to research, B2B companies that strive to provide a better customer experience than their competitors are more likely to grow fast and be profitable.

You can identify unsatisfied customers of competitors if you monitor their social media sites with an eagle eye. Offer your product or service as a free trial if you notice a customer criticizing a brand of your niche.

#19: Get in front of the camera

Your marketing process must include videos if you wish to increase B2B sales leads. YouTube can be a good place to talk about your product's unique value proposition.

Videos get more views, engagements, and shares than other content formats. Hence make video blogs and link them back to your article. A YouTube link sends a really strong SEO signal to the search engines.

#20: Leverage a platform that can help you gain more sales prospects

Prospecting can help you identify customers who fit perfectly with your business. This involves finding leads who need your product or service to solve their challenges and pain points.

One of the best tools for generating leads is OneMoreLead, which provides verified leads in its database. You can simply set your parameters and let OneMoreLead build the lead list for you.

No matter your industry, you'll find the right match for your product or service from an extensive database of more than 40 million verified B2B prospects.

Final Word

The sales lead generation process for your B2B business shouldn't be complicated. With OneMoreLead, you can make prospecting a simple and straightforward process, which can help you cut down your sales prospecting time.

Combining the tips above with OneMoreLead will put you right on the path to success.

So what are you waiting for? Sign up today and start generating leads that convert and drive revenue!

B2B Lead Generation: The Ultimate Guide

Lead generation has to be one of the most challenging tasks for B2B marketers. With the increased number of tools available to make B2B lead generation easier, marketers are looking for new approaches to cope up with the changing business landscape.

The new challenges demand effective strategic planning and execution, along with in-depth analysis and implementing the right tools. Moreover, building a trustworthy relationship with every client and prospect is also vital. These are the pillars that help a company hit its revenue goal every month or quarter.

In this article, we’ll guide you through the process of lead generation and help you craft a lead generation strategy that helps you grow your business in the long term.

Understanding B2B Lead Generation

Lead is a potential customer who seems interested in your provided service, and converting this potential client to an actual one is the process of lead generation.

Therefore, the first task for marketers is to identify the potential customer group.

Finding the target audience and converting their interest to willingness is the key to a successful marketing strategy. Even if you are unable to convert them to your service now, it is vital to collect the relevant information of your potential clients.

Usually, every B2B company has different criteria for generating leads. This depends on the type of product or service your company is offering. Businesses often take an omnichannel approach that covers both online and offline marketing channels.

While paid advertisements are quite effective, organic channels such as email marketing, content marketing, social media marketing, event marketing can be equally efficient. Moreover, a well-developed and organized website can help you to generate interest in people towards your business.

Why B2B Lead Generation Is An Absolute Necessity

B2B lead generation is the key to growing your business. Because the leads are your target audience who are genuinely interested in your product or service. Spending time behind creating content that will attract the attention of your target audience will also help you boost brand awareness.

Without a solid lead generation strategy, it is nearly impossible for any B2B company to grow and expand.

The Internet has made things more accessible than before in every aspect of our lives. Even in the business world, it has a massive impact. B2B lead generation is wholly focused on the Internet, and so is the process of converting them into clientele.

Engaging with people is now easier than ever because of the plethora of options of communication. A nicely designed website also contributes a lot in this aspect. A well-built website not only makes a positive impact on people’s minds, but it also makes your service easily accessible to the customers.

B2B Lead Generation: The Type of Leads

While every lead is a potential client, there are different criteria for leads as well. These can be categorized into hot, warm, and cold leads.

Hot Leads

These types of leads are the strongest leads of any company. They show strong interest in your provided service and are ready to invest in your products. They find their way to you from your created content because they actually require the service you are providing.

Content is the bait that hot leads are attracted to. Therefore, it is essential to spend a significant amount of time and money on content creation. Sometimes, hot leads find out about your service through warm leads as well.

Warm Leads

The leads that have interacted with your brand before are considered warm leads. The interaction might happen through visiting your website, signing up for email, or watching and downloading the content you provide online.

These types of activities portray that the lead has a genuine interest in your service, and hence there is a high chance that they would like to make a purchase from your business.

Cold Leads

Cold leads are the type of leads that usually have a lower conversion rate than the other two types described here. These types of leads do not find out about your service. Instead, the service providers connect with them. These leads are usually generated by some third-party lead generator.

A cold lead of a company does not tend to have any knowledge about that particular company. Therefore, they are the hardest to convert into clients.

Getting Started with B2B Lead Generation

Set Up a Website

First things first, set up your website. Then, focus on the website’s design and optimization. Hire a good designer.

Websites are like online stores. Offline stores are closed after a certain period and accessible to only a group of people.

In contrast, online stores do not have restrictions as such. Therefore, to drive sales and lead generation, make sure you have an excellent website that runs on every platform.

Identify your Customer Base

Before starting any marketing activity, identifying the ideal customer base is essential. Do some research online on who your potential customer base is. Identify their traits, analyze how you should approach them, create a database containing information of these prospects upon your research.

Create an automated email list

The B2B marketing world still strongly requires email marketing. Setting up an automated email list with an efficient email marketing tool can make you stand out. Automated email lists help to gain a good relationship with existing clientele and create a positive impact on prospective leads.

Create Engaging Content

Content creation is a way to showcase your knowledge to your clientele and gain the attention of prospective leads. In-depth content focusing on your field will help you achieve the trust of prospective leads that will convert them into your customer.

Additionally, search engine optimized content will allow your website to rank higher in search engine results that will help your business to gain recognition. This type of marketing will make the leads opt for you over your customers.

Establish A Social Media Presence

Social media is the perfect place to start branding and promoting your services. Marketing on social media is free of cost, and it’s still one of the most efficient marketing channels you’ll find.

People generally spend most of their time using FaceBook, Instagram, Twitter. Therefore, making an effort to establish your social media presence will help you increase your audience organically, and make it easier to boost engagement with prospective leads.

B2B Lead Generation Strategies To Consider

Picking the right approach to generating B2B leads depends on a few factors, such as company size, product or service type, industry, and more. While Inbound and outbound marketing is two of the most talked-about concepts in B2B lead generation, you might want to consider other strategies like paid lists, PR campaigns, and more.

Inbound Marketing

Inbound marketing largely depends on the type of content you are providing. Your content needs to speak for your brand. Web design, webinars, social media marketing, email marketing are the baits to capture warm and hot leads.

Outbound Marketing

Outbound marketing helps you convert cold leads into warm or hot leads. This is also known as "interruption marketing" as it pushes your brand's message to people who were not searching for it.

Activities involved in this type of marketing include email marketing, telemarketing, prospecting, appointment, call guide, etc. These efforts will nurture leads that might turn into your clients.

Paid Lead Lists

You can also hire a third-party lead generation company to provide you a lead list. However, while going for this approach, make sure the agency you are hiring is trustworthy because inaccurate and insufficient information can have a massive impact on your B2B lead generation efforts.


Attending shows, doing webinars, and campaigns can help you generate leads for your B2B company. Organizing events promotes your service and creates hype about your products. Moreover, it helps you to get attendees information that you can add to your lead list.


A company's greatest achievement is when the customer speaks for their service. It grasps attention and creates trust among potential customers.

When potential customers visit your social media page or website, they are highly likely to look for reviews from previous buyers.

Gathering reviews will help you spread word-of-mouth and boost your credibility. To maximize your chances to attract positive word of mouth, you have to ensure that your customers have an amazing experience with you that is worth referring to others.

PR Campaigns

PR is usually done to attract media attention. Charity events, press releases are the best to gain the limelight. Sponsoring events can also help to create brand awareness.

Although direct emails are a bit old-fashioned, they can also be quite effective in generating B2B leads.

B2B Lead Generation Tips To Get Quality Leads

B2B Lead Generation Tip #1 - Create High-Quality Visual Content

Visual content on your websites or platforms like YouTube works like a charm when it comes to lead generation.

Why? Well, think of it - most of the time, when you are unaware of something, what do you do? Google it, right?

Keyword optimized, in-depth written and visual content will help you create a positive impact on your customers’ minds. Besides, it will also help you rank your website higher on the search result.

B2B Lead Generation Tip #2 - Host Giveaways

Free giveaways are a brilliant way to create brand awareness, along with gathering information about your prospects.

Giveaways not only help you create a massive list of leads but also helps you to understand who your target audience is. Giveaways are easy to run on multiple platforms simultaneously, creating massive brand awareness and driving lead generation.

B2B Lead Generation Tip #3 - Add a relevant Call to Action

Call to Action is more important for B2B lead generation than you realize. Phrases like ‘Visit us today’, 'Click here to know more’, creates an urgency among potential customers, which triggers a response from them.

Call to Action not only effectively generates leads, but also boosts your chances to convert these leads into customers. Make sure you’re making the right placement of CTAs in your emails, websites, and social media posts.

Social media platforms like Facebook and Instagram allow you to add CTAs using a widget or button in “Stories” that redirect the leads to your landing pages.

B2B Lead Generation Tip #4 - Conduct Review Campaigns

Review campaigns such as "15% discount on next purchase upon providing review" will work as an incentive for customers to provide feedback on your service. Furthermore, offering discounts using Promo Code or Referral Codes can also boost your chances to get more leads.

B2B Lead Generation Tip #5 - Use the right Lead Generation Tool

Using the right tools for your lead generation efforts not only saves your time but also makes B2B marketing easier for you. You can find a lot of marketing tools that offer a range of features, and come with multiple pricing tiers.

We recommend our powerful lead generation platform OneMoreLead. With OneMoreLead, you can get access to a database of more than 40 Million verified B2B prospects. It provides data with key metrics that help your sales teams create more detailed and qualified lists.

Final Words:

While B2B lead generation is easier than ever, it has also become more competitive than ever. This makes having a robust lead generation strategy for your B2B company more important than ever.

Get your B2B lead generation efforts up and running with OneMoreLead. You can set your parameters and OneMoreLead will build the list for you, saving you time, effort, and resources. Sign up today and start building lists that convert!