Why B2B Lead Generation Is Really About Gathering Intelligence
It goes without saying that social media is your key platform for lead gen. According to the latest statistics, revenue for businesses has increased by 24% when they used social media for lead generation. Whether you need to generate solid leads on Facebook or you are thinking about making headway on LinkedIn, you need to understand what lead generation is all about. It’s about gathering intelligence.
This guide is going to explain to you what intelligence you need to be gathering in order to take prospects and turn them into customers.
What Your Target Audience is Interested In
Presumably, you are already well aware of your audience targeting before you begin this process. If not, you should know your target audience. Now you need to take your defined target market and find out what they are interested in. It has nothing to do with your business. It’s about getting in the minds of your prospects.
The way to do this is to take a look at what your target audience are interacting with. Follow potential prospects on social media and monitor them over a period of weeks. Try to spot some patterns.
For example, they may be constantly sharing articles from a specific site about business productivity. What does this tell you? It tells them that the business is overly concerned with productivity. This may be because they are selling solutions involving business productivity or it could be that they are trying to boost it.
Little things like this can give you more of an insight into the sort of content they like and their current challenges. It’s not an exact science, but it can give you some strong indications as to what you need to be doing.
Which Products Could You Sell to Them?
The next piece of intelligence you need to be gathering is what products you could sell to a business. Most companies in the B2B world have multiple products and multiple solutions that they could possibly sell. Not every solution is suitable for every prospect.
The worst thing you can do is to try to sell absolutely everything to any business you come across. Your lead generation campaign should involve research into what each potential prospect would want to buy from you. By looking at the sort of business they are in and the content on their social media feeds, you can find out what products are most suited for them.
In most cases, it will require you to talk to your prospects to find out more about their main pain points.
What about Pain Points?
You can get a basic idea of the main pain points of a business by understanding their industry and speaking to them. Most of the lead generation process is not about looking at the numbers like something out of Moneyball, but actually speaking to prospects to understand the biggest pain points they are attempting to overcome right now.
These pain points will help you to understand what you can do and build trust. Part of an effective lead generation process is about providing unsolicited advice to prospects. No matter what niche you are operating in you are in the business of solving problems.
The only way you can do this is by understanding customer pain points.
How You Can Turn a Prospect into a Paying Customer
Just because a business is suitable for your products doesn’t mean that you are going to find it easy to turn someone into a paying customer. Sometimes a company may have a contract with another organization that prevents them from working with you. Sometimes the person you are speaking to through social media isn’t the decision maker.
These are considerations that you have to take into account. A major part of your business intelligence will include the strategy you need to follow to turn each prospect into a paying customer.
For some organizations, you may need to make allowances for the fact that they have strict budgets and long decision-making processes. Giving up too early could lead to you leaving money on the table.
These days the role of big data is huge in business. Most of the positive aspects of the customer experience as a marketer to other businesses happen because you’ve done your research and carefully picked the prospects you approach. It’s less about being silver-tongued and more about planning your route carefully.
What are your top tips for making sure that you are using business intelligence wisely?