What is B2B lead generation?
B2B lead generation is the process of identifying the ideal customers for your product or service, then attracting them to buy. It is an essential activity for B2B sales and marketing teams.
This knowledge hub contains a number of resources that will help to explain the importance of B2B lead generation, and provide practical advice for getting it started at your business today. Use the links below to navigate around this page.
Marketing-Qualified Leads
Marketing-qualified leads, or MQLs, are leads who are deemed very likely to become a paying customer. The qualification is based on the engagement that the MQL has had with your business’s marketing efforts.
For example:
Repeatedly visiting a page on your company website. 💻
Filling out a form, or multiple forms on your company’s website. 📑
Downloading a piece of content that your company has produced. 📥
Signing up to attend one of your company’s events or webinars. 🎫
Sales-Qualified Leads
Sales-qualified leads, or SQLs, are MQLs who have progressed along the funnel and are deemed to be ready for engagement with your sales team. To be designated as an SQL, the lead must have shown intent to buy your company’s product or service.
This intent can be expressed in several ways:
During a telephone conversation with a member of your sales team. ☎️
By indicating their interest in an email or LinkedIn message. 📧
By requesting more information about your company and offering. ℹ️
By asking to be shown a demo of your product or service. 👨💼
Who conducts B2B lead generation?
B2B lead generation is a process managed by sales and marketing professionals. They may work alone or more typically in teams.
For B2B lead generation to work most effectively, it is preferable for sales and marketing teams to be closely aligned.
Sales
A sales team focused on B2B lead generation is often split into two groups. These groups perform separate, clearly defined tasks.
The two groups are:
Sales Development Representatives (SDRs) - this group is responsible for sourcing leads, engaging with them and booking meetings. 👀
Business Development Managers (BDMs) - this group is responsible for conducting demos, closing deals and generating revenue for the business. 🤝
There are several benefits to this approach:
It creates a solid B2B lead generation pipeline - the SDRs create opportunities for the BDMs to action. ➡️
It empowers each employee to focus solely on one responsibility, meaning that they quickly become experts in their roles. 🤓
It builds a roadmap for career development and progression - if an SDR consistently hits their targets, they will become eligible for promotion to a BDM. 📈
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