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B2B Lead Gen

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Finding qualified prospects is tough for any company, especially those in the business-to-business (B2B) space with large deal sizes and longer sales cycles. Fortunately, today’s digital world provides a host of lead gen opportunities if you know where to look. By using B2B lead generation services like the solutions Take the Stairs offers, you can reach out to a large number of qualified prospects with little upfront effort – all you need to do is be ready to show up when your growing lead list results in a phone call from interested prospects.

This page will outline what B2B-focused lead generation companies do, how we work, and what you need in order to work with us. New to all of this? No problem – just scroll down (or click here) to the lead gen FAQs and we’ll get you caught up.

Why Take the Stairs for lead gen?

When searching for B2B lead generation services, you want to make sure you find a reputable business that can do more than grow your prospect target list. You want a company that will bring qualified leads to your doorstep and helps you get them interested in speaking with your sales team.

Each client has a slightly different reason as to why they choose us for lead gen services, just as you have a unique set of needs you’re trying to meet. But there are a few things in particular that make us a little different from the other B2B lead gen services out there.

Sales criteria development

We spend time to ensure that we understand what your ideal qualified prospect looks like in order to develop the highest quality lead list possible.

Marketing automation setup

Our campaigns used marketing automation (generally Hubspot) to run email touch campaigns on your company’s behalf, cutting down on countless hours of prospecting.

More than leads

You’ll get more than a prospect list for your sales team to use; we’ll also set up an email touch campaign and LinkedIn ads to the exact group of people that you’re trying to reach.

Did you know you can find your prospects on LinkedIn?

B2B lead gen companies frequently write about how businesses use social media, but these articles often focus on platforms other than LinkedIn – we think that neglecting LinkedIn as a source of leads is a big mistake.

LinkedIn has become the world’s largest resume database in the world, with 722 million members – most of whom are professionals. Of those, a whopping 40 million people every week use LinkedIn to search for jobs every week. All of this means that LinkedIn houses information on all of your top B2B prospects.

Now is a great time for your business to start using the power of LinkedIn’s database to fill your lead list with valuable prospects.

How do B2B lead generation services work at Take the Stairs?

Whether you’re hiring a marketing agency for its B2B lead gen services or just for general assistance with digital marketing campaigns, it helps if you can find a lead gen company that works in a way that complements your business’s way of doing things.

The last thing you want to do is partner with a consultant only to find out that what they’re offering or how they do business isn’t actually what you’re looking for after all – that’s why we lay everything out ahead of time so you can get a clear picture of our process before making any commitments.

The first step in our lead generation services is very similar to the way we begin all of our brand identity workshops – taking the time to ask pointed, thoughtful questions that help us understand your company and customers.

We’ll host a 90-minute meeting with your business’s key sales influencers who will help us understand who your ideal end customer is. We’ll walk away from this meeting knowing more than just the demographics of your customer base – we’ll understand why they would buy from a company like yours and how we can tempt them to do so.

It takes an average of 8 sales touches before a prospect will communicate with a salesperson, and B2B customers can take even longer since the sales points are often higher, creating more hesitancy. Around 80% of people don’t answer calls from unknown numbers these days (thanks, extended car warranty scammers!), making it that much more difficult to get in touch with leads.

But business people do check their email. This is where multi-touch email prospecting comes in, increasing chances of getting through to human eyes and automating much of that initial work to free-up your sales team’s time.

Some B2B lead generation services compile a lead list and send you on your way but that’s not how Take the Stairs does business. We go the extra mile and set up the foundation for email prospecting in your CRM system. We use Hubspot as our preferred CRM but we’re happy to become familiar with other systems if you already have a preferred software.

It’s worth noting now that in order to run this type of campaign, you may need to upgrade your CRM system and you would be responsible for the additional cost of these upgrades (we’ll discuss this in more detail in the “What is required to work with Take the Stairs lead generation services?” section.)

Our online lead tools give us the ability to take your sales criteria and turn them into a list of highly qualified leads. 

But our lead gen services don’t stop there; we’ll also format your lead list we create so it’s easy to upload to your CRM, advertising platforms to develop lookalike audiences, and any other system that helps you communicate to your prospects. That way your sales team can start working on the prospects right away. 

As part of these services, we will prepare your lead lists to be imported into your CRM so they can be turned into contacts. Once they are turned into contacts, we can begin to track all of the future correspondence you have with them.

Skilled lead generation companies understand the importance of giving an automated email a sincere, human feel. As with any other aspect of sales and marketing, you need empathy in order to craft successful email campaigns, which we take care of.

In order for your email outreach to be most effective, we will need to send multiple emails so your audience becomes more familiar with the solutions you are trying to offer them. One of the biggest keys is to talk about why your business is the right fit for them and why right now is the best time to buy. We will uncover this in our initial sales criteria meeting

We’ll handle the sequence setup, the copywriting, and oversight of your multi-touch email campaign that will span four to eight weeks, depending on your needs.

It takes time to become familiar with a new company and view them as trustworthy, and ads can help this audience of professionals get to know your company. We recommend LinkedIn ads for your campaign since they have 3x higher conversion rates than other platforms, so combining this tactic with focusing on your target markets can drastically increase your chances of being seen by people who will love what your company offers.

We’ll create diverse ads that give your audience many reasons to believe your brand is a great fit for them, using elements such as:

  • Case studies
  • Positive reviews
  • Testimonials
  • Promotions

Once the campaign comes to an end, we’ll schedule a 30-minute phone call to go through what went well and the lessons we learned for future campaigns. This will also give you a chance to ask any questions you may have.

At this point, we’ll provide you with a report of the account and your lead list to use however you please. If you would like to extend the brief and discuss some of the ways we can foster your existing leads and find additional prospects, we’ll be more than happy to do so.

What is required to work with Take the Stairs lead gen services?

Our goal is not to blindside you with the extra costs involved in a lead generation campaign. But without the following components, an effective lead gen campaign would be nearly impossible to orchestrate, and some of them do come with an upfront or ongoing cost. It’s a good idea to take a look at what you’ll need now so there aren’t any surprises later.

LinkedIn personal account

In order for our campaigns to work best, we will want to connect your sales team’s LinkedIn profiles to your CRM system. Fortunately, since most of today’s workforce has a profile, most businesses don’t find this to be a problem.

LinkedIn profile

LinkedIn business page

In order to have your ads look like they’re coming from your business, our agency will need to become admins on your LinkedIn business page. 

If you don’t have a LinkedIn business page, don’t worry – for a small additional fee, we can create one for you.

LinkedIn Logo

A CRM system 

In order to maximize our efficiency and guarantee the price of this campaign, we will need to integrate with your current CRM system (e.g. Hubspot, Salesforce, MS Dynamics).

Don’t have a CRM? We can help you set one up. Our preferred CRM solution is Hubspot but we can work with any solution as long as the CRM uses email marketing automation and allows for bulk contact uploads.

CRM for B2B lead gen services

A credit card on file

The type of lead generation campaign we’re talking about does require keeping a credit card on file to pay for your LinkedIn ads.

Spends can have some variance, but we project your ad spend to cost less than $500 over our campaign while targeting 1000 of your top prospects, an easily justifiable cost in our humble opinion!

 

credit card

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Lead generation FAQs

Our Nashville office sees executives all the time who have been tasked with something like managing a B2B lead gen campaign, even though they know nothing about the subject. That’s the reality of small businesses – most of the higher-ups have to wear multiple hats as everyone does what they can to grow the business.

Fortunately, you can learn about pretty much anything these days, thanks to the internet (and friendly lead gen companies putting out helpful content). The following questions are the most common ones we get asked and should provide you a pretty good overview on the topic.

B2B lead generation is an inbound marketing tactic in which a business tries to generate interest in their business from other businesses. Specifically, lead gen refers to attracting the interest of people who are likely to be interested in the products or services that the company offers.

Lead gen examples include:

  • Social media content
  • Blog posts
  • Webinars
  • Free eBooks

Inbound marketing tactics like lead generation are the opposite of outbound marketing, such as cold calling or promotional mailers.

You can think of B2B lead gen as the very first part of the sales process – a company and its employees go from not knowing you exist (or knowing but not caring) to becoming interested in learning more about what you do.

Ideally, this interest (piqued by something like an ad, social media post, or search engine result) will lead to an action such as subscribing to your newsletter or otherwise giving you their contact information. Once you have this, your sales team can begin to start working the lead in the hopes of winning a customer.

Inbound marketing tactics like lead gen have a 14.6% close rate, as opposed to the 1.7% close rate than outbound leads bring in. Imagine the following two scenarios:

  • You stumble across a video on social media that perfectly sums up how to deal with a business issue you’ve been having. You decide to look up the business that posted the video and discover they offer business consulting services.
  • You’ve just sat down at your desk and are finally about to eat a late lunch when the phone rings. Against your better judgment, you answer it, and it’s a man you’ve never heard of offering you his business consulting services.

Think about it – which of these scenarios is more likely to lead to you making a purchase? Well, your leads feel the same way, which is why it’s so important to generate leads naturally.

Some new business owners lose patience and give up on lead gen after a few weeks, claiming that it doesn’t do anything. In reality, it may take a few months to start seeing noticeable results. In our experience, inbound lead generation tactics will cost far less per conversion in the long run than any outbound marketing strategy will.

Don’t believe us? Inbound marketing has been proven to cost a staggering 61% less per lead than outbound marketing.

Start building leads for your business today

As with most B2B lead generation services, each client’s needs are completely different, and it’s important that the company you partner with offers customizable B2B lead gen services that will work best for your company. To make sure we’re a match for what you’re looking for, give us a call or fill out a form to get more information.

Take the Stairs is based in Nashville, but we enjoy helping B2B companies all over the country grow their lead lists.