10 Must-Dos for Successful B2B Lead Generation

10 Must-Dos for Successful B2B Lead Generation
Savvy Guest - Mon Apr 22, 2013 @ 06:00AM
Comments: 379

We are pleased to present this guest post by Clare Moorhouse, Search Manager for Torpedo Group in the UK, named one of the top B2B marcomms agencies in 2012. Read on for ways you can set yourself up for lead-gen success.QualityLeads.jpg

Lead generation is the lifeblood of any business. Yet many companies struggle to capture, manage and convert meaningful leads for their business. Effective B2B lead generation requires strategic planning and persistent monitoring.

Whatever type of B2B lead generation campaign you are planning, the basic principles of generating quality business leads remain the same. In this post, we’re going to cover ten important questions you need to ask before you embark on any lead generation campaign, to ensure you get the results your business deserves.

1. Has your campaign been thoroughly planned?

Are you putting your campaign out at the right moment, in front of the right person and with the right message? A clear strategy and well-planned campaign means clever targeting with a much better chance of generating quality leads.

2. Is the campaign clearly targeted with a well-researched and in-depth understanding of your target market?

Your starting point for any B2B lead generation campaign should be audience understanding. You could divide your market by what they do, how they behave and operate, and by their buying patterns. Just make sure you are absolutely clear about who your ideal customer is.

3. Does your database contain accurate, up-to-date data?

Ensuring your database contains the most current data is crucial; you will need to contact the correct people at the right level. Validated and well-managed data should be a top priority so your message lands in front of the right person.

4. Have you set critical performance indicators to measure the success of the campaign?

This needn’t necessarily be a monetary ROI. Click-throughs, voucher returns, social shares, incoming enquiries or sign-ups are all effective ways to measure the ROI of a campaign. It’s important to set up metrics from the start in order to analyse the success of the campaign from day one.

5. Are you using intelligent and creative content that engages with your audience?

Businesses are now realising the power of content, but the real challenge is deciding what type of content best engages your audience. Online videos, white papers and how-to guides are all common tactics for B2B marketing.

6. Does the campaign align with your overall marketing strategy and integrate with other marketing initiatives you’ve got planned?

Make sure your lead generation aligns with other campaigns you’ve done in the past, or have planned for the future. Your campaign may need to integrate with secondary or even multiple marketing channels to support and reinforce your message.

7. Is the campaign tried and tested?

Always allow sufficient time to test your campaigns, and where possible, set up multi variant testing of the same campaign running side by side to measure which message is delivering the best conversions.

8. Does your campaign include strong calls to action that are easy to follow and measure?

Is it clear from the campaign what you want your audience to do? Often readers only scan a message, so be sure that it’s both clear and compelling about what action you want them to take.

Make sure you have the systems and reporting in place to measure the results of your efforts. Tracking cost per lead is one indicator of success, but measuring the cost per sales opportunity is also a valuable ROI indicator, as lead generation is about “harvesting opportunity” not just short-term wins.

9. Is your creative brief clear?

A brilliant creative concept is what’s going to grab audience attention, keep them engaged, and entice them to take action. This all starts with providing your agency with a full and clear creative brief that takes into account time, resources and available budget. Getting the most from your Creative Agency means preparing a detailed brief that includes what you want to achieve, your target audience, unique selling proposition and a central marketing message. The more detailed the brief, the better targeted the creative concept will be.

10. What’s your lead nurturing strategy?

After all the hard work spent planning and implementing your campaign, it’s often all too easy to lose contact with those prospects you’ve worked so hard to attract. A clear follow-up and lead nurturing strategy will ensure you continue a meaningful dialogue and build trusted relationships with the people that matter.

As with all marketing campaigns, better preparation will lead to better results. With that in mind, identify precisely the aims of the campaign from the outset and follow the guidelines within this article to achieve optimum results and a better response.

About the author: Clare Moorhouse is Search Manager for Torpedo Group a B2B creative marketing agency.  Torpedo provides bespoke B2B lead generation services integrated across digital, print, event and social channels. Contact Torpedo to find out more.

Comments: 379


1. Kenneth  |  my website   |   Wed Apr 24, 2013 @ 10:56AM

Great post, all ten tips are very important! The trick is to communicate this with all of your employees working on your strategy! Getting everyone on the same page, and understanding what you are working towards as an enterprise can be a hugely impacting factor in how successful your team is!

2. Business Oxygen  |  my website   |   Wed May 01, 2013 @ 07:20PM

These 10 tips indeed are crucial. There are still a couple more that I believe are also essential in generating leads.

<a href="http://businessoxygen.net"> Local SEO Expert </a>

3. Maegan Anderson  |  my website   |   Fri May 03, 2013 @ 04:54AM

Love this post. Going to print it out and go over it and over it. Sounds easy but means a lot of work. But that is what this is all about, right? Work hard now to reap the benefits later. Thanks for sharing!

4. Britty Wagner  |  my website   |   Sun May 05, 2013 @ 03:00PM

Nice refresher on some of the top musts for b2b marketers ... great article. One of the biggest things I'm noticed which many b2b IT/tech companies fail to offer a strong call to action especially one of the most basics CTAs for websites which is 'Contact Us' some have this hiding behind tabs and do not make this easily accessible, many do not even have this on their product pages and so the search begins. Visitors need to be walked through the process without having to search for the basic of information. Thanks again for the recap.

5. Nick Stamoulis of Brick Marketing  |  my website   |   Tue May 07, 2013 @ 08:30AM

Call to actions are essential. On a B2B website, they should be on every page. You never know what page might be the entry point and you always want to make it easy for visitors to take action.

6. Scott   |   Mon May 20, 2013 @ 05:36PM

I found http://legitdata.com/ to be the best business to business lead generation website. They have great call to action on their website.

7. Rick Johnson  |  my website   |   Fri May 31, 2013 @ 10:41AM

Great article! The content is very dense and extremely relevant, having the right focus can be the deciding factor in which a businesses' future depends. I like the systematic approach to your blog article it is very focused on the major key points of what people should be concentrating on. I just started another blog called: b2bblog.net in which I invite readers to come and engage with myself and other businesses, thanks for the insight!

8. b2b market place   |  my website   |   Fri Jun 14, 2013 @ 01:57AM

Hey dear,
thanks for share your such a nice information among us...
really its a wonderful...!!

9. Jim  |  my website   |   Fri Aug 02, 2013 @ 11:09PM

Very good article. Right on the money. What we try to push are multiple streams of income from several campaigns being run concurrently. We've even developed our phone scripts and changed it to "call flow" hitting the prospects pain points. We feel that the telephone is still in play to gather information to turn cold calls in warm/hot leads. Works well.

10. Prospectr Marketing  |  my website   |   Tue Aug 27, 2013 @ 05:15PM

Great article. Other must-dos:

1. Campaign Strategy and Consulting – Plan, implement and develop each campaign.
2. Prospect Data – Generate and provide actionable leads segmented and targeted specifically for your product, or service.
3. Market Segmentation and Filtration – Predict high-performing market segments and allocate resources to highest-value targets.
4. Creation of Material to Effectively Convey Your Value Proposition
Delivery – Create content meant to effectively convey your value proposition and we will deliver it to the right individuals.
5. Market Definition – Define your largest effective target market, create a single database of qualified decision makers.
6. Market Analytics – Leverage your investment by custom tailoring and driving each marketing initiative through careful testing.
7. Lead Development – Identify qualified, long-term prospects and nurture them until they’re ready to buy.
8. Personal Automation – Assign opportunities to resources based on value; provide seamless integration of leads into CRM system.
9. Inside Sales Outsourcing and ROI Measurement– Optimize potential by monitoring and reporting sales follow-up on high-value opportunities, and observing our closed loop.

11. agen bola online terpercaya  |  my website   |   Tue Sep 24, 2013 @ 02:40PM

Awesome article, I am a big believer in placing comments on blogs to inform the blog writers know that they have added something useful to the world wide web!

12. agen bola online  |  my website   |   Thu Sep 26, 2013 @ 04:50AM

good article information that you provide, will my bookmarks now, with a pending update next article

13. agen bola online terpercaya  |  my website   |   Mon Sep 30, 2013 @ 01:36AM

well .. i like this post, very useful information. I bookmarked this page and i'll visit this blog again near time. Thanks

14. agen bola terpercaya  |  my website   |   Fri Oct 04, 2013 @ 03:09AM

I was recommended this website by my cousin. I'm not certain whether this put up is written by him as nobody else realize such distinctive approximately my difficulty. You're wonderful! Thanks!

15. https://www.rebelmouse.com/pottytrainingin3days  |  my website   |   Sun Dec 29, 2013 @ 03:50AM

Click here to visit the official Carol Cline Potty Training In 3 Days website to purchase and download the Start Potty Training In 3 Days PDF ebook and complete multimedia potty training system.

16. https://www.rebelmouse.com/asvabpracticetest  |  my website   |   Tue Dec 31, 2013 @ 10:51AM

Gain instant access to the practice center where you can take unlimited ASVAB practice tests online with automated AFQT scoring and learn amazing tips, insider techniques, and "weird" ASVAB preparation and study secrets on how to easily raise your ASVAB score with the Army, Navy, Airforce, Marines, and Coast Guard with the help of the web's premier ASVAB test preparation site, the Christopher Ashe Online ASVAB Pratice Center.

17. https://www.rebelmouse.com/thedesiresystemreview  |  my website   |   Sat Jan 04, 2014 @ 08:23AM

To some, Dr. David Tian, Ph.D., is a "skinny little science geek" who likes research and all things academic. But to those who know him for his dating advice and ability to charm and attract hordes of unbelievably hot women, he is known as the Asian Rake.

18. www.rebelmouse.com/dramamethodaaronfox  |  my website   |   Sat Jan 04, 2014 @ 10:33AM

The type of drama which will make him feel such an intensity of love for you, that it will appear to be beyond the boundaries of sanity.

19. supplier acai berry  |  my website   |   Fri Feb 21, 2014 @ 02:19AM

Nice information, valuable and excellent design, as share good stuff with good ideas and concepts, lots of great information and inspiration, both of which I need, keep your post

20. Alexander Arnold   |   Wed Mar 05, 2014 @ 12:54AM

I completely agree with you, for any business lead generation is the lifeblood. Hence, it's very important to organize a campaign which can be easily understood by the audience. It's very important to grab the opportunity and convert it into sales leads. If you are looking for the best B2B Telemarketing agency to look after your Lead Generation, visit http://www.amvoc.co.uk/telemarketing-telesales/lead-generation.aspx. Amvoc assures quality result with increased ROI.

21. http://www.rebelmouse.com/pottytrainingin3daysreview  |  my website   |   Sat Mar 08, 2014 @ 11:15AM

These techniques cover the six crucial building blocks your child must go through if you want to make potty training successful and finally put an end to icky messes, inopportune "accidents", and night time bed wetting once and for all.

22. used refrigerator fayetteville  |  my website   |   Sat Mar 15, 2014 @ 07:27AM

Every woman is different too, which makes the whole dating game a whole lot harder for guys like us. Some women want you to make a move right away. http://www.allamerican-appliances.com

23. scratch and dent appliances houston  |  my website   |   Sun Mar 16, 2014 @ 05:14AM

The most suitable alternative for this problem is to buy the scratch and dent appliances from the various stores. You may have heard about them because of the money saving aspect associated with it but may not have the confidence of buying on your own.http://www.scratchanddentapplianceshouston.com

24. Agen Bola Terpercaya  |  my website   |   Tue Mar 18, 2014 @ 09:58PM
25. is bubblegum casting legitimate  |  my website   |   Thu Apr 03, 2014 @ 07:11AM

A mind blowing article is provided here. And it is written with great skill and the words directly explain

26. Accident Claims  |  my website   |   Mon Apr 07, 2014 @ 09:16AM

Well I am a big believer in placing comments on blogs to inform the blog writers know that they have added something useful to the world wide web

27. PPI Claims  |  my website   |   Tue Apr 08, 2014 @ 05:45AM

They're more disappointed when a white paper doesn't contain enough technical information than when a paper contains

28. gameserver mieten  |  my website   |   Thu Apr 10, 2014 @ 02:21AM

Well I am so excited that I have found your post because I have been searching for some information on this for almost three hours! You've helped me a lot indeed and by reading this article I have found many

29. truth about cellulite  |  my website   |   Sun Apr 13, 2014 @ 12:41AM

Written for consumers by a consumer, this site includes a fun and informative Truth About Cellulite review and buyers guide that provides an insider's look at the program and answers frequently asked questions about Joey Atlas' unique and highly popular cellulite removal system.

30. text your ex back reviews  |  my website   |   Wed Apr 16, 2014 @ 11:32PM

Below you will find the important facts and figures I feel every consumer should know surrounding Kyle Leon's Somanabolic Muscle Maximizer book and advanced workout guide for building muscle and getting ripped.

31. managed service provider  |  my website   |   Thu Apr 17, 2014 @ 06:14AM

I must admit that this is one great insight. It surely gives a company the opportunity to get in on the ground

32. https://www.rebelmouse.com/everydayrootsreviews/  |  my website   |   Sat Apr 19, 2014 @ 07:52AM

Aw, this was a really great post. In theory I'd like to write like this also - taking time and real effort to make a good article... but what can I say...

33. girlfriend system book  |  my website   |   Tue Apr 22, 2014 @ 11:43PM

Are you putting your campaign out at the right moment, in front of the right person and with the right message? A clear strategy and well-planned campaign means clever targeting with a much better chance of generating quality leads.

34. Free Forum  |  my website   |   Wed Apr 23, 2014 @ 08:04AM

I visited your blog for the first time and just been your fan. Keep posting as I am gonna come to read it everyday

35. dennis  |  my website   |   Wed Apr 23, 2014 @ 03:54PM

quality is really the key for everything....
by the way,,, nice bot proof form !!

36. search online for the book  |  my website   |   Fri Apr 25, 2014 @ 10:51AM

The course was filmed during an actual 2 day seminar put on by Christian, so I've broken things into 2 posts, one for each day of the actual seminar.

37. Town Car Service Denver  |  my website   |   Mon Apr 28, 2014 @ 06:36AM

This is a wonderful article, Given so much info in it, These type of articles keeps the users interest in the website

38. condoom  |  my website   |   Mon Apr 28, 2014 @ 06:56AM

Let me start by saying nice post. Im not sure if it has been talked about, but when using Chrome I can never get the entire site to load without refreshing many times

39. Kötschach Mauthen  |  my website   |   Tue Apr 29, 2014 @ 01:32AM

We thought it was going to be some boring old post, but it really compensated for my time. I will post a link to this page on my blog.

40. acne no more  |  my website   |   Tue Apr 29, 2014 @ 08:43AM

Acne No More: Mike Walden Reveals His Simple, 7-Layer Process For Eliminating Acne Forever Right From Home... Written for consumers by a consumer, this fan site includes a fun and informative Acne No More review, ebook FAQ, and PDF download guide that provides an insider's look at the program and answers frequently asked questions about Mike Walden's unique and highly popular acne treatment guide.

41. visit website  |  my website   |   Wed Apr 30, 2014 @ 05:23AM

You may have heard about them because of the money saving aspect associated with it but may not have the confidence of buying on your own.

42. find out more  |  my website   |   Fri May 02, 2014 @ 07:19AM

Las Vegas SEO offers a great amount of ways to help all companies and individuals increase the traffic to the websites they created and for the companies they operate. What Las Vegas SEO has to give is very important and much needed for every company and individual to use. SEO will provide the endless opportunities for each website and company to help them with their success. http://www.las-vegasseo.com

43. Funny Meme  |  my website   |   Fri May 02, 2014 @ 11:13AM

I must say that a succesful family owned business in this day and age is a very refreshing sight! As well as this is a very refreshing site!

44. pasang iklan gratis  |  my website   |   Fri May 02, 2014 @ 01:29PM

Fitur Random Characters Insertion, yang jika anda aktifkan, otomatis menambahkan beberapa karakter random yang tidak akan mengubah arti dari iklan anda pada bagian judul dan isi iklan anda, sehingga dapat menghindari filter duplicate content pada sebagian situs situs iklan baris yang tidak memperbolehkan ada lebih dari 1 iklan baris dengan isi yang sama.

45. Cool Math Games  |  my website   |   Sat May 03, 2014 @ 01:48AM

Really appreciate this wonderful post that you have provided for us.Great site and a great topic as well i really

46. you could try these out  |  my website   |   Tue May 06, 2014 @ 02:33AM

We have more than 6 years experience in web technologies and SEO. Now days, potential customers are more tech savvy than ever and almost 70% of the purchasing decisions of customers are influenced by online reviews and articles. People nowadays use internet to review products and businesses online. The web has brought international merchants closer to you. Offline marketing has become more ineffective nowadays and you should look out for opportunities and markets to exploit online.

47. Buy Vine Followers  |  my website   |   Thu May 08, 2014 @ 04:12AM

Great post i must say and thanks for the information. Education is definitely a sticky subject. However, is still among the leading topics of our time. I appreciate your post and look forward to more

48. citynetbusiness  |  my website   |   Thu May 08, 2014 @ 10:17AM

Great post i must say and thanks for the information. Education is definitely a sticky subject. However, is still among the leading topics of our time. I appreciate your post and look forward to more

49. Homes In St George UT  |  my website   |   Sun May 11, 2014 @ 12:50PM

It is my great pleasure to visit your website and to enjoy your great post here. I like it very much. I know that you put much attention for these articles, as all of them make sense and are very useful.

50. Phone Company Logos  |  my website   |   Mon May 19, 2014 @ 07:52AM

We have all the good words to praise Pittsburgh SEO. You can browse through our records, check out the list of satisfied clients, read their comments

Previous 1 3 4 5 6 7 8
powered by Doodlekit™ Free Website Builder