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8 Proven B2B Sales Lead Generation Methods

By Mac McIntosh

Drive sales leads by including each method into your lead generation programs.

Internet Marketing and Search Engine Optimization
Business buyers are more sophisticated and getting harder to reach than ever. However, a growing number of these business buyers use the Internet to search for products or services like yours. Therefore, in order to generate sales leads from these prospective customers, it’s critical to have an effective website that also takes full advantage of Search Engine Optimization (SEO) techniques so it will be found by prospective customers when they are searching.

Email
You can use email as a fast and cost-effective way to reach out and touch your prospective customers on a regular basis with lead generation offers. Or by creating your own email newsletter, you can use industry news and tips to stay in your prospects’ minds until they raise their hands and become sales leads.



Direct Mail
Even with the popularity of email, direct mail is still proving to be one of the most productive tools for generating B2B sales leads. But sadly, many B2B marketing professionals fail to take advantage of direct mail as part of their lead generation programs. Delivering the right offers to the right list of prospective customers at the right time are the keys to B2B direct mail success.

Telemarketing
Even though many people don’t like to be on the receiving end of telemarketing calls, it can be a very effective tactic for B2B sales lead generation when executed properly. It is a proactive tool that works well for contacting high-value prospects and determining if they are sales ready and should be forwarded to the field as qualified sales leads. There are literally hundreds of telemarketing firms or call centers to choose from. Or you can set up your own telemarketing program in-house.

Print Advertising
When done correctly, print advertising can be a highly effective sales lead generation activity. However, you must use publications that deliver messages directly to your targeted audience. Please read my related article entitled "16 proven techniques for better B2B sales leads generation with print advertising" at www.sales-lead-experts.com/tips/articles.

Event Marketing
Whether you conduct seminars or workshops live, through the telephone (teleseminars) or via the web (webinars), seminars, events are a great sales lead generation tool. People who attend your event have an interest in the information you are presenting and a need for your product or service.

Teleseminars are the least expensive, with the only costs being conference phone line rental and promotion fees. Webinars are a bit more expensive, but they create an interactive, multi-media environment for attendees without them having to leave the office. Live, in-person events are often the most expensive, but allow you to get face to face with some pre-qualified prospects.

Complementary Partner Referrals
By joining forces with complementary partners, you can instantly multiply your sales lead generation pool while reducing your costs by sharing expenses with your partners. Of all the sales lead generation programs, complementary partner referral programs often generate the highest quality B2B sales leads.

Relationship Marketing
Relationship marketing, or sales lead nurturing, is the approach underlying all of the “sales-lead-generation-success” methods. Keeping in touch with prospects via a series of ongoing communications and offers throughout your prospective customers' consideration processes until they are ready to buy lets you pick up sales others leave on the table.

The goal: Connect with customers in a meaningful way
By using these eight proven B2B sales leads generation methods, you will capture more sales-ready opportunities for your salespeople to turn into new business, meaning greater sales revenue and profits for your company.

Founding partner of B2B demand generation agency AquireB2B, and president and principal consultant of B2B sales lead management consulting firm, Mac McIntosh Inc., Mac specializes in helping companies generate more high-quality B2B sales leads, nurture, qualify and convert them into sales, track and measure results, and prove a favorable return on investment.

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