Guide: B2B lead generation

I’ll show you how I built a lead generation pipeline for a B2B product that almost nobody knew about. The series will cover key aspects that you can apply to your marketing today.

The quick backstory

The email series will cover the process I went through to create a lead pipeline of qualified prospects. In my scenario market penetration was extremely low so the first port of call was to verify the demand generation concept was good to go.

If you’d like to get lead conversion results consistently like those from Google Analytics below, sign up and you’ll get 4 emails over 3 days on concept potential, content creation, winning attention and continuous improvement.

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Check out the first installment below

Define the intersection of highest potential between your value proposition and the client buyer journey

Not everyone is ready to hear or learn about your product or service. The best efficiency for a marketing program comes when targetting those who would benefit from your product or service in the near future. The task then is to be a trusted advisor right before they commence the buyer journey so you are considered the expert and you are considered first.

To put that into context, here are some examples of winning trust with a high potential segment:

  1. Web design company wants to design websites for businesses. They make a free marketing guide for new businesses starting out.
  2. Food wholesaler wants to sell food to restaurants. They produce a regular podcast on starting a restaurant.
  3. Packaging company wants to make packaging for e-commerce retailers. They have a best practice wiki on product branding and packaging design.

Verify the concept

To make sure your effort has potential and can be rewarded with leads, you need to make sure there is an audience that can be won. Two tools to help do that are Google Trends and the Google AdWords keyword planner (Be prepared to jump through 100 sign-up hoops with the keyword planner).

Below is the Google Trends tool, and we are working through the web design company example. Google Trends is great in giving quick immediate feedback on a broad topic.

  • In blue the search volume for web design
  • In red the search volume for new business marketing

Potential exists but it looks sporadic across the last 12 months. For specificity, the Google AdWords keyword planner will help in defining the best execution when considering the number of leads that can be won.

Refine the opportunity

Once the keywords have been placed you see the monthly search opportunity. For new business marketing, the monthly search volume looks low, especially for creating something of value with just 10 potential leads a month.

However, the benefit of the keyword planner is the insight and recommendations provided. There are good monthly volumes for social media marketing (880) and digital marketing strategy (590).

As a result, a good pivot in the concept would be to make a digital and social media marketing guide.

Enjoyed the first installment?