How to Get the Right Kind of B2B Leads: Tactics and Strategies for Success

Sean McNees, Strategic Account Director North America, B2B Media Group

Having helped B2B marketers grow their businesses for over 15 years, there’s one thing that makes or breaks campaign success;  the quality of your leads! Simply put, it  can make or break your sales efforts. Generating the right kind of leads—those that are more likely to convert into loyal customers—requires a strategic approach that goes beyond mere volume. 

In this guide I’ll cover the advanced tactics and strategies that can help you attract and nurture high-quality B2B leads, focusing on quality data, buyer intelligence markers, nurturing sequences, and leveraging various data sources.

1. Leveraging Quality Data for Lead Generation

Quality data is the foundation of successful lead generation. Accurate, up-to-date information about your target audience enables you to identify and reach the right prospects more effectively.

Tactics:

• Data Enrichment: Regularly update and enrich your existing data to ensure it remains accurate and comprehensive.
  
  
• Data Segmentation: Segment your data based on key attributes such as industry, company size, job title, and geographic location. This allows for more targeted and relevant marketing efforts.

2. Utilizing Buyer Intelligence Markers

Understanding the behaviors and characteristics that indicate a prospect's likelihood to buy is crucial. Buyer intelligence markers provide insights into who your ideal customers are and how they behave.

Tactics:

• Behavioral Analysis: Track and analyze behaviors such as website visits, content downloads, and email engagement. Tools like Google Analytics and B2B.IQ can provide insights into what content resonates with your audience.
• Firmographic Data: Collect and analyze firmographic data such as company size, industry, and revenue. This helps in identifying organizations that fit your ideal customer profile.

3. Crafting Effective Nurture Sequences

Nurturing leads effectively involves a strategic approach to guide them through the sales funnel. Well-designed nurture sequences can help build relationships and trust, increasing the likelihood of conversion.

Tactics:

• Personalized Email Campaigns: Develop email campaigns that address the specific needs and pain points of different segments. Use marketing automation platforms like HubSpot or Marketo to personalize content based on lead behavior and preferences.
• Multi-Channel Engagement: Combine email with other channels such as social media, webinars, and direct mail to keep leads engaged. Each channel should reinforce your message and move leads closer to conversion.

4. Leveraging Intent Data

Intent data provides insights into which prospects are actively researching or considering solutions like yours. This data helps prioritize leads that are more likely to convert.

Tactics:

• Third-Party Intent Data: Use third-party providers like Bombora or TechTarget to access intent data. This data shows which companies are researching relevant topics and can indicate readiness to buy.
• On-Site Intent Signals: Monitor on-site behavior such as page visits, time spent on site, and content interaction to identify high-intent leads. Implement tools like Drift or Intercom to engage with these visitors in real-time.

5. Analyzing Engagement Activity

Tracking and analyzing engagement activity helps in identifying which leads are most interested in your offerings. This enables you to focus your efforts on the most promising prospects.

Tactics:

• Lead Scoring: Implement a lead scoring system that assigns points based on engagement activities such as email opens, clicks, and form submissions and that can also measure intent topic consumption and frequency of engagements to deliver relevance and accuracy. B2B.IQ Priority Index is a prime example of how we can aggregate all this data and provide further clarity on each account’s propensity to buy. 
• Engagement Metrics: Regularly review metrics such as click-through rates, conversion rates, and social media interactions to gauge lead interest and prioritize follow-ups accordingly.

6. Prioritizing Accounts

Account prioritization involves focusing your efforts on accounts that are most likely to yield high returns. This strategy is particularly effective in account-based marketing (ABM).

Tactics:

• Ideal Customer Profile (ICP): Define your ICP based on attributes such as industry, company size, and revenue potential. Use this profile to identify and prioritize target accounts.
• Account Tiering: Segment your target accounts into tiers based on their potential value. Focus more resources on high-value accounts while maintaining engagement with lower-tier accounts.
• Collate all relevant account and buyer engagement data, research and consumption to have a clearer and prioritised list of your target accounts that are ready to engage with your sales teams further. 

7. Harnessing First-Party and Third-Party Data

Combining first-party and third-party data provides a more comprehensive view of your prospects and enhances lead generation efforts.

Tactics:

• First-Party Data: Collect data directly from your interactions with prospects, such as website visits, email engagement, and customer feedback. This data is unique to your business and provides valuable insights.
• Third-Party Data: Supplement your first-party data with third-party sources to fill gaps and gain additional insights. Trusted providers should be ISO certified and can provide extensive, reliable business information.

8. Utilizing Relevant Marketing Engagements and Insights

Engaging with your audience through relevant marketing activities helps build relationships and trust, leading to higher-quality leads.

Tactics:

• Content Marketing: Develop high-quality content that addresses the specific needs and pain points of your target audience. Use blogs, whitepapers, case studies, and videos to educate and inform.
• Webinars and Events: Host webinars and virtual events to engage with prospects and showcase your expertise. These events provide opportunities for direct interaction and relationship building.

Conclusion

Getting the right kind of B2B leads requires a strategic approach that leverages quality data, buyer intelligence markers, and effective nurture sequences. By incorporating intent data, analyzing engagement activity, prioritizing accounts, and utilizing both first-party and third-party data, you can significantly improve the quality of your leads. Additionally, relevant marketing engagements and insights help build trust and relationships, further enhancing your lead generation efforts. By implementing these advanced tactics and strategies, you can attract and convert high-quality leads, driving long-term success for your business.

About B2B Media Group

B2B Media Group provides ISO certified data, lead gen solutions and account engagement insights that help B2B marketing and sales teams engage and convert their target accounts faster. Our AI-enabled Account Engagement Platform B2B.IQ identifies and aggregates buyer intent activity, relevant account engagements and prioritises accounts actively interested in your solutions, helping you increase pipeline and revenue opportunities.