Discover how to generate leads in B2B

Lead generation is a crucial strategy for all companies and organizations seeking to improvetheir sales prospecting. To meet this challenge, our editorial team invites you to learn more aboutlead generation strategy in a B2B context.

What is a lead?

In B2B, a lead represents a company or group of companies that are likely to becomeactive customersfor your business. In other words, it is asales lead.

The concept of lead generation is easy to understand. A brand or company attracts a prospect to its website. It then motivates them to provide their personal information via a form, for example.

The purpose of lead generation is simply to provide sales teams with new prospects. These prospectsare then converted intocustomers. Of course, these prospects will have been pre-qualified in the database. This ensures that sales representatives are provided with qualified leadsas a priority. It is also an effective process for building customer loyalty.

Build your lead generation strategy to increase sales?

The vast majority ofyour potential customers willpurchase your product or service based on information obtained on the Internet. You should also know that companies that generate 50% of their leads online grow four times faster than those without a lead generation strategy.

This is a valid reason to developyour online lead generation.

Defining a website's audience

The first step is todefine your personas. For your information, a persona isan ideal customer profile. The idea is simply to understand the preferences, expectations, and personal identity of the people who visit your site.

All this information will enable you to develop targeted content management to improve your lead generation strategy.

The elementsof a lead generation strategy 

The form

Forms are the most commonly used tool for increasing the number of leads. Their design must, of course, motivate users to fill them out. In fact,aform'sconversion rateis linked to the types of information you ask for. For example, asking for a phone number lowers the conversion rate by about 6%.

The call to action

Thecall to action(CTA) on a landing page is a button that directs users to a form or promotional offer. It is therefore very important to encourage users to click on it.

Content management

Effective content management involvesoffering high-quality articles free of charge. In exchange, readers must provide some information by filling out a form or responding to a survey.

Content management

Growth hackingis an English expression that can be translated as "growth piracy." Its primary objective isto optimize the customer lifecycle throughsubtle methods and by automating offline and online marketing levers. This can include signing up for a newsletter or sending a welcome message on Facebook or Twitter. The concept of growth hacking is primarily focused onlead acquisition andsometimes borders on the line between legal and illegal. Be careful not to cross the line!