Generate more leads for B2B sales

LEAD GENERATION 101

Leads are the lifeblood of the sales cycle. If you can't generate a steady flow of leads, your sales force - and your company will be less successful. Demand generation is an essential function of marketing. Ultimately, B2B marketing aims to help the sales team sell through qualified lead generation.

There are 3 key aspects to understanding and improving lead generation:

Mindset

Shift your mindset toward connecting with customer wants and emotions to improve your lead generation.

Stratagies

Grasp the basics of lead generation to build a strategies to optimize your approach

Skills & Tactics

Learn how to skills to  successfully execute the right tactics to generate more high quality leads

Below are the most important articles I've published, to help you understand Lead Generation 101, develop optimal sales and marketing skills, and build laser sharp focus that targets the right audience.

Lead Generation 101

How do you get started with generating more leads? You must learn the basics from targeting your ideal customer profile, framing your value proposition, building a demand generation plan, and getting a jump start. 

Target and attract the right audience

Learn how to attract the right audience by not focusing on getting more traffic, you must get the right audience.  Content in this section covers everything from list building & capturing audience information to content marketing know-how. Check out the posts below to learn more:

Tactics to get more leads

In this section, you’ll find ideas and lists to help you improve demand generation and get more leads. 

Demand Generation Strategies

Get practical ideas and useful tools to build your sales and marketing efforts into a robust system to generate high-quality leads. 

More on Lead Generation from the Podcast

We've taken a deep dive into lead generation foundations in our podcast, in these episodes:

Brian Carroll

https://media.blubrry.com/b2bleadblog/p/www.markempa.com/wp-content/uploads/2021/05/Philip-Kotler-interview.mp3Subscribe: Google Podcasts | Spotify | Stitcher | RSS | Email UpdatesCustomers

How to get started in lead generation

How do you get started in lead generation? Any tips? Do you have any advice on how to effectively get leads and qualify them? Or what's the best way to generate leads?

I've heard these questions so frequently from people who are working in a small business or just getting started that I put together this guide.

This is a beginner’s for lead generation with links to many additional resources so you can dive deeper where you would like to. I’ll focus on some fundamental questions you should answer as you craft your demand generation program.


How will you get leads?

This usually comes from some mix of content marketing, paid advertising, sponsorships and even affiliate programs.

This is, essentially, what most beginners think of as lead generation – the campaigns you run to engage potential buyers with your company.

This, like all these topics really, is a much bigger topic than a simple section of a blog post. But here are a few things to get you started.

To be successful at lead generation, marketers can’t rely on one specific tactic. Rather, they must leverage a portfolio of channels.

Learn from portfolio managers

The best marketers approach their work as a portfolio manager would run a mutual fund.

Portfolio managers are constantly thinking about, and testing, the optimal investment strategy.

They analyze the financial marketplace and make choices that balance high risk and high reward with tried-and-true methods to achieve the highest return from their investment portfolio.

A while ago, I created a mind map of lead generation channels for my book Lead Generation for the Complex Sale.

Choose more channels to test

As you look over the lead generation channel map, ask yourself a few questions:

  • Which of these channels are we using?
  • Which are our competitors using?
  • Do you know how your tactics are performing?

Now think of what you know about your customers’ buying process. Are they working together in a complementary way to connect each step in the customer’s buying process?

Use your answers from the previous questions to identify the gaps.

Build your demand generation calendar

Create a lead generation calendar for the year. Map out anticipated marketing programs by month and quarter. At a minimum, map out your activities for each month.

Create a plan to add value every time you touch your future customers with relevant ideas, content, and resources.

Also, build an effective closed-looped feedback system to capture feedback from your sales force that can be converted into actionable ideas to optimize your channels.

Optimize your current channels

Review your channels in terms of what’s working and what’s not, and make adjustments.

If you can’t measure your marketing channels in terms of return on investment to the organization — leads generated, opportunities in the funnel and business closed — why should your company “invest in your fund?”

When was the last time you looked at your channels and asked, “How can I make this channel perform better?”

Lead Generation Checklist Preview

Lead Generation Checklist

You spend a lot of time, energy, and money demand generation to get leads, but it's how you manage them that makes the difference between success and failure.  

This checklist gives you an easy way to focus on the most critical tasks to get better results now. 

Do you know what customers want?

Getting leads isn’t as easy as it sounds if it sounds easy at all. No potential customer wants to wake up in the morning and become a lead for your company.

So first, you must understand what your customers want. To figure this out, you have to answer two big questions that result in an infinite amount of more specific questions:

What are their pain points?

  • What keeps them awake at night?
  • What could get them fired?
  • What do they want to avoid so bad that they would dedicate 15 minutes in their busy day to learn how to avoid it? An hour? Pay $100 to know how to avoid out of their own pocket? $10,000 out of their budget?
  • What is the bad outcome they are trying to avoid?
  • What are the three questions they’re worried their boss or client will ask them?
  • And on and on

What are their goals?

  • What could get them a promotion?
  • What excites them about their job?
  • What do they want to brag to colleagues about? Their boss?
  • And on and on

There are many ways to learn this – surveys, social media monitoring, interviews with current customers, A/B testing, conversations with Sales, Services and Customer Support …

But the reason this is the longest section of the blog post is that the lead gen journey begins (and sometimes ends) here – what do customers want?

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