How to Generate B2B Leads???

21 replies
My company provides niche advertising services to businesses looking to get in front of hotel guests/travelers.

Our main clients are retail shops, restaurants/bars, nightlife, beauty salons/spas, barber shops, auto repair, locksmiths, tourist recreational/entertainment stuff (museums, tours, comedy clubs, plays, etc.), vape shops, cannabis, wineries/vineyards. We have clients that range from small mom-and-pop type companies to some of the most well-known, publicly traded companies in the world.

And right now, 100% of our revenue is generated through outbound cold calling; however, I'm looking to change that number. My background is in cold calling, not internet marketing.

So I was hoping to find someone who could help give some good online ideas for how to drive INbound calls from business owners/marketing professionals who would potentially be interested in checking on hotel advertising availability?

Thank you.
#b2b #generate #leads
Avatar of Unregistered
  • Profile picture of the author animal44
    1. If it's working why change it?
    2. What makes you think your clients are looking online for your services?

    Edit to say: I don't believe people search for advertising services online, so I think your online efforts would be wasted. However, feel free to prove me wrong...
    Signature

    People say nothing is impossible, but I do nothing every day.
    What I do for a living

    {{ DiscussionBoard.errors[11464688].message }}
    • Profile picture of the author rritz
      Originally Posted by animal44 View Post

      I don't believe people search for advertising services online, so I think your online efforts would be wasted. However, feel free to prove me wrong...

      People may not be looking for advertising services online but they may well be looking for marketing and advertising ideas, case studies and statistics online.



      I know I am. And as a former bar owner, I know what I was searching for all of the time: How to promote my bar, on- or offline.

      I think an ad for your service would have interested me greatly.

      Given 2 things: 1. The thing you offered seemed possible to do (like: this will work for me / in my area / in myindustry)

      2. The thing you offered looked like it could produce positive ROI



      So why not target each specific industry with some customized ads ...

      Target keywords like bar promotion, restaurant promotion, beauty salon marketing etc.

      Get a case study set up for each. Salon A before / after you run a campaign with them

      Restaurant B before / after



      I'd probably have kind of a funnel setup: people click on ad, get to see case study in their industry, sign up for more info, receive some emails educating them further, get invited to set up a call with you

      something along these lines.
      {{ DiscussionBoard.errors[11468793].message }}
  • Profile picture of the author savidge4
    If it were me... I would skip the response above me because the TRUTH is there is strength in diversity no matter how you look at it.

    I would hit LinkedIn all in. I would create white papers focusing on the smallest of your customers to the largest. I would hi-light what business was like before ( the problem ) and what growth looked like after. ( the solution )

    Keep in mind you are working a down hill curve here, because basically you are pushing "Print" and in todays advertising ecosystem that is kinda a bad word. BUT.. you have access to a captive audience.. ones that are staying short term and wanting to experience the local culture and best of places.

    Which brings me to the next concept.. do you have an online version of your advertising? IE do you have a directory that hi-lights your current customers? You maybe should be working with infuencers in your area that specialize in all of the different aspects of business you advertise for ( Ie A wine expert, Foodies, Vape dudes etc ) to help drive localized traffic to your advertisers as well. ( again a concept of diversifying end users from short term, to resident long term )

    This directory would be a source of Inbounding as well. This directory would be your hub for social activity such Instagram, and facebook and LinkedIn etc etc etc. By becoming a source of advertising for local business online as well as the in hotel efforts... other local business' will take notice of your efforts. See and bee Seen is critical basically. And can you say upsell?

    Hope that helps, and if you have any other questions just ask!
    Signature
    Success is an ACT not an idea
    {{ DiscussionBoard.errors[11464849].message }}
  • Profile picture of the author Mita Burke
    You need to constantly generate high-quality leads that you can convert to customers. It's very important to take lead generation seriously. It's one of the most important processes of your business and you should be constantly evaluating the effectiveness of all your lead generation tactics.There are some ways to generate B2B leads-
    1.Have good conversations as often as possible
    2.Use Twitter for lead generation
    3.Use lead databases
    4.Use marketing automation.
    {{ DiscussionBoard.errors[11465596].message }}
  • Profile picture of the author GayleFoxworth
    Find a big, active group on LinkedIn, and be its biggest supporter and participant.
    Create a simple, easy-to-use software and market the heck out of it.
    Monitor your brand for mentions, and jump on opportunities.

    Although B2B leads are notoriously evasive, they are nonetheless extremely attainable. The secret is to find a method that works, and pound it. Use this method until you exhaust its usability, then move on to another method.
    With these three methods, you're well on your way to gaining some valuable leads in a very short amount of time.
    {{ DiscussionBoard.errors[11466068].message }}
  • Profile picture of the author promoparrot
    One thing that comes to mind when thinking about this is the use of promotional merchandise. It is a highly effective way to get your name and contact information across to those that matter the most to you.

    There are a large selection of products you can choose from. Personally I recommend trying promotional shopping bags, they are long lasting and have a very practical use allowing for your potential clients to take full advantage whilst being constantly reminded of your brand.
    {{ DiscussionBoard.errors[11468625].message }}
  • Profile picture of the author fredm
    I just got involved in the business funding arena and I'm very curious how I would go about generating B2B Leads? I would like to know the best way to fulfill that need in my local community. Do you have any suggestions?
    {{ DiscussionBoard.errors[11472422].message }}
  • Profile picture of the author Johnarcher
    My thought is more offline than on, but you could have your own online version as well. Consider what some restaurants do which is offer advertising space on their placemats. In Hotels, they may not have placemats per se, but they could be deskmats. An app could be created as well, to create cross-promotion.
    {{ DiscussionBoard.errors[11473169].message }}
  • Profile picture of the author akshay7
    A few ideas -
    1. Linkedin works wonders for inbound B2B.
    2. Instagram - Target ads to business owners (hotel pages). This can work good as a lot of hotels have instagram pages and ads (maybe, a video?) can be targeted.
    Signature
    For global monitoring, online reputation management and reactive marketing strategies, message me or
    Visit - www.redswanlabs.com
    {{ DiscussionBoard.errors[11473174].message }}
  • Profile picture of the author MaxwellB
    I'm slightly biased since I sell it as a service but for most b2b sales I would recommend LinkedIn or cold email marketing IF IT'S DONE RIGHT!

    Our favorite method is, connect on LinkedIn, scrape email, throw into auto responder, hit them with a sequence of plain text emails mentioning how you sent them a linkedin connection and then work your way in from there.

    This creates an "outbound" lead but it's inbound quality, they are much warmer than cold called leads and have every opportunity to say they aren't interested before a call.
    Signature
    Get featured on Forbes, Inc, Entrepreneur, Bloomberg and other major media publications - Gain instant trust, credibility and close more sales!

    {{ DiscussionBoard.errors[11477616].message }}
  • Profile picture of the author designs codes
    Web design elements can play a very important in lead generation especially in a b2b website. Critical B2B Website Design Elements To Boost Profitability
    {{ DiscussionBoard.errors[11483427].message }}
  • Profile picture of the author Yvon Boulianne
    I tried a lot of things but really cold email is what did it for me, i got so much success in it that selling leads became a business in itself
    {{ DiscussionBoard.errors[11484626].message }}
  • Profile picture of the author dburk
    Hi Brett,

    I've been generating B2B leads online for clients for about 19 years now. I'm happy to help you out.

    Here are a some general tips and advice to get you started on the right track.

    1. Specialize
    Specialize, don't try to use a broad generic approach as it will severely limit the effectiveness of your campaigns. Pick an industry and then select 2 or 3 specific niches within that industry. I recommend that you start with a niche that you already have a few clients signed up so that you can provide relevant examples and references to your prospects.

    2. Segmentation
    Research your market, figure out the ideal segments to target based on demographics, geographics, and psychographics. Isolate each prime audience segment and create a specific persona to tailor your message toward.

    3. Personalize
    Create and use custom landing page that contain a message that is directed at the specific persona that you are intending to target. Use sales copy that speaks to the heart of your audience, about what matters to your audience, in the language of your audience. Open with an emotional appeal, then close with logical reasons to rationalize the emotional decision.

    4. Targeting
    Select channels where your specific audience tends to congregate. It might be LinkedIn, Twitter, Facebook Groups, Instagram, YouTube, or good ole reliable Google Search. This will vary somewhat for each niche, but there is almost always some search traffic that you can target on Google.

    5. Strategization
    Search traffic can often be expensive if you don't know what you are doing, try using a multi-channel multi-touch approach for best results. You can target the exact audience, that is interested in your exact service, at the exact moment they are looking. The trouble is that 70%-95% of that traffic will not act on the initial visit to your landing page. However, don't fret, you can tag these visitors and retarget them within Remarketing campaigns across lower cost channels that can be highly effective.

    6. Remarketing
    Because you are targeting people that have already expressed an interest in your service, you can remarket to them wherever they go next, Display & Video ads while visiting websites, Facebook, Instagram, Youtube, etc. using relatively low cost impressions.

    7. Automation
    B2B lead generation is the ideal use case for Marketing Automation. Use lead forms that integrate into a Marketing Automation and CRM platform. Conversion rates go way up when you contact B2B leads within 5 minutes of the moment they reach out to you. You can insure that everyone gets a reply by automating and personalizing the initial reply. Marketing Automation platforms are made for this task, as well as lead nurturing to maximize the overall conversion rates. By implementing a CRM you can speed the process of initial phone contact and keep a complete record of all interaction with a prospect within a single system.

    This is just a bit of high-level advice, as they say "the devil is in the details". I could write a 3 volume book about each tip. So give it a go and let me know if you questions, or get stuck on implementation of any of those suggestions.

    HTH,

    Don Burk
    {{ DiscussionBoard.errors[11484778].message }}
  • Profile picture of the author astafford001
    Hey Brett,

    I used to work in tech sales, and I quickly learned that getting to a decision maker that is interested in your product is extremely difficult, and typically the most time consuming. The best leads are usually ones that come from a referral or warm introduction.

    It may be worth checking out an app called Breezler (pretty sure available for iOS and Android). They are fairly young, and kind of the next big sales lead tool. They get you a warm introduction to anyone you want, by leveraging your existing network.

    Hope that helps!
    {{ DiscussionBoard.errors[11485061].message }}
  • Profile picture of the author Janvi Arora
    For generating leads, follow lead nurturing process with seo, ppc, content marketing, social media, and email marketing.
    Signature

    Want to Future-Proof Your Online Business? Make Your Website SEO Friendly. Click here -> https://www.radon-media.com

    {{ DiscussionBoard.errors[11485367].message }}
  • Profile picture of the author simone22
    Create Valuable Content

    The most fundamental element of inbound marketing is creating high-quality content-- with an extra emphasis on "high-quality."

    81% of businesses have reported their blog as useful or critical to generating leads.

    Most businesses have a website nowadays (although, I'm still shocked on a regular basis when this isn't the case) and a quickly-growing majority of those websites have a blog.

    Far too many businesses, however, are not getting nearly as many leads from their blog as they could because they are publishing content that has no value to their buyer persona.

    Due to the massive amount of bad information online about inbound marketing, business owners have been given the impression that a blog filled with "10 Reasons Why We're the Best Company in Town" type of posts is all it takes to generate leads and that simply isn't the case.

    To generate leads with blog content, you need to create content that your buyer persona is already looking for.



    Outbound - You gotta prospect. Send out direct response messages. Get the word out about your offer and what you can do for others.

    It's probably most effective if you focus on the folks that have raised their hands about having the problems you're best equipped to solve.

    Have the proof ready to demonstrate your ability to actually help them.

    Showcase those that you have helped and maybe display their testimonials front and center.

    Hard for folks to deny your proof...when you showcase it.

    Inbound - Have "stuff" out there doing the marketing for you. With the advent of the internet this is easier to do than ever before.

    This might also include networking, as it's kind of a purpose driven activitiy (when done right) that requires a bit of follow up and nurturing.

    Make sure you're addressing people's pain points.

    Highlight their pain, show them there are solutions.

    Educate them about the nature of the solution...or at least the nature and rippling depths of their problems (that's stirring and agitating their pain to get them off their ass to take action).

    Evangelist - This is probably a spinoff of Inbound, but the way I look at this is if you're doing everything you're supposed to help the market, you're actually DELIVERING results, transforming lives, solivng problems, etc....then you'll have raving lunatic fans referring you business.
    {{ DiscussionBoard.errors[11489856].message }}
  • Profile picture of the author naimuddin19
    Unfortunately, the process of gaining B2B leads is not easy. You already know the importance of identifying your target market, creating an ideal customer
    {{ DiscussionBoard.errors[11504300].message }}
  • Profile picture of the author lucycarter
    Use Social Media, its one of the best way to generate leads. Social media like Linkedin, Instagram or Facebook are one of the leading platform for quality leads. But you need to post some engaging content for this.

    Alternatively you can take help of newspaper or tv advertising. Promotional merchandise also a good option. You can print your name and distribute them as giveaways. It will increase your brand awareness among potential clients or customers.
    {{ DiscussionBoard.errors[11504790].message }}
  • Profile picture of the author Yvon Boulianne
    send emails, that's the cheapest way to bring b2b sales i know (with call back from answers you receive)
    {{ DiscussionBoard.errors[11504951].message }}
  • Profile picture of the author Just Curious
    Anyone Still Generating and Selling Leads the John Durham/Sandalwood Way? If so, please share your experiences - the good, the bad and the ugly.
    {{ DiscussionBoard.errors[11512998].message }}
  • Profile picture of the author Rob Dean
    There are just so many ways and strategies where you can generate B2B Leads in 2019 but I think Content is the most important factor that can help us to generate leads by bringing more good quality traffic to your website, build your expert position in the chosen field or prove the quality of your services or product.
    {{ DiscussionBoard.errors[11533631].message }}
Avatar of Unregistered

Trending Topics