The TSL Marketing B2B Tech Marketing Survey found that lead generation is a top priority for B2B tech companies. When we asked IT service firms which sales and marketing strategies they plan to prioritize in the next 12 months:
The fact that managed IT service providers identified lead generation and conversion rates as two of their top three priorities shows how important lead generation strategies are for B2B tech companies.
To stay competitive and grow, tech companies must generate quality leads that can be converted into customers. That’s why TSL is drawing on our 25 years of experience and expertise as a marketing agency for technology companies to offer this comprehensive guide to effective B2B lead generation.
This article will cover:
B2B lead generation is a way for technology companies, including IT service firms, to reach out to decision makers at companies in their target audience and turn them into customers. To be successful, B2B tech companies must generate marketing and sales qualified leads that are interested in buying their solutions and services. Lead generation feeds the pipeline, allowing tech companies to nurture leads and ultimately convert them.
B2B lead generation differs from B2C lead generation because of the target audiences. B2B tech companies are trying to engage decision makers at other companies, while B2C companies target individuals. B2B marketing emphasizes long-term professional relationships and data-driven decision making. B2C marketing is driven by emotional appeal and personalization.
The goal of B2B lead generation is to move prospects through a funnel that culminates in their becoming a customer. Different lead generation tactics address the needs of target audiences at each stage of the funnel.
At TSL, we believe in using both inbound and outbound topics for lead generation. While digital marketing is favored today, outbound marketing tactics, such as telemarketing, add human warmth and personalization to the process of lead generation. Both approaches have pros and cons, making them complementary.
Using a variety of lead generation tactics helps B2B tech companies successfully find and engage prospects so that they can be turned into leads.
B2B IT firms benefit from lead generation tactics and strategies customized for their type of company.
B2B tech companies should take note of key trends in lead generation. Here’s an overview of some of the current trends.
Measuring lead generation performance is essential for achieving continuous optimization for increased success over time. B2B tech companies must establish key metrics to set a baseline and track progress. Key Performance Indicators (KPIs) for lead generation include:
Following best practices for B2B lead generation will help technology companies avoid common pitfalls that stand in the way of success. Here’s an overview of four common pitfalls and how to avoid them.
To be successful with lead generation, B2B tech companies need to create the right marketing mix to reach and engage their target audience. Lead generation tactics may vary according to the type of technology company. Working with an experienced B2B marketing agency will help tailor your approach to lead generation in order to reach your goals.
TSL Marketing has more than 25 years of experience as a B2B marketing agency. We can develop a customized lead generation strategy for your technology firm.
Get started on evaluating your current lead gen strategy and exploring new tactics. Request a lead generation proposal from TSL Marketing today.