Let’s start discussing with the basics. A business lead is a company who has indicated interest in your company’s product or service in some way, shape, or form.
In other words, instead of getting a random cold call from someone who purchased your contact information, you would hear from a business or organization you’ve already opened communication with.
For instance, maybe you took an online survey to learn more about how to take care of your PC. If you got an email from the PC Company that hosted the survey on their website about how they could help you take care of your PC, it’d be far less intrusive and irrelevant than if they’d just called you out of the blue with no knowledge of whether you even care about car maintenance … right?
And from a business perspective, the information the PC Company collected about you from your survey responses would help them personalize that opening communication to meet the existing needs of the potential client.
What Is B2B Lead Generation?
B2B Lead generation is the process of attracting and converting C-Levels and business prospects into those business leads we just talked about.
Whenever someone outside the B2B marketing world asks me what I do, I can’t just simply say, “I made content for B2B lead generation.” It’d be totally lost on them, and I’d get some really confused looks.
So instead, I would say, “I work on finding unique ways to attract business people to my business. I want to feed them with enough information to get them naturally interested in my company so they eventually warm up to the brand enough to want to hear from us!”
That sounds better, and that’s exactly what b2B lead generation is: It’s a way of warming up potential business people to another business and getting them on the path to eventually business dealing.
Why Do You Need B2B Lead Generation?
By showing an organic interest in your business, it’s those C-Level individual and business prospects that are initiating the relationship with you — versus you, the business, initiating the relationship with them. This makes it easier and more natural for them to want to buy from you somewhere down the line.
Inside the larger inbound marketing methodology, B2B lead generation falls in the second stage. It occurs after you’ve attracted an audience and are ready to actually convert those visitors into leads for your sales team. As you can see, generating business leads is a fundamental point in an company’s journey to becoming a delighted business client of your business.