A Complete B2B Marketing Strategy - B2B Lead Generation

Parnas Ghosh Parnas Ghosh
Dec 07, 2019 6 min read
A Complete B2B Marketing Strategy - B2B Lead Generation

A business-to-business startup, commonly known as a B2B startup, is a huge thing in the market these days. The whole idea of a B2B company is to establish a business that caters to the needs of other businesses. According to a report, 85% of B2B marketers say lead generation is their most important content marketing goal.

However, running a B2B startup is a tough task as owners of such businesses need to look for suitable clients who require the goods or services that the company is offering. Moreover, to generate B2B leads for your startup can become a hectic job and cause excessive levels of frustration. So here is our B2B marketing strategy. It will help you to generate B2B leads for your startup and proceed with their work strategies.

What is Business-to-Business Marketing?
Pre-requisites for a Business-to-Business Marketing
10 Ways of B2B Lead Generation for your Startup 2020
B2B Success Stories on Social Media

What is Business-to-Business Marketing?

Business-to-Business (B2B) marketing mainly involves the vending of one company’s products and services to another company’s product and services. The goods could be used for the production of some other goods, for reselling it to the consumers or could be used in the general operations of the business.

Pre-requisites for a Business-to-Business Marketing

B2B marketing requires products for other companies. You should not just start off without even a rough idea in your mind. This will only lead to unproductive outcomes and will take you nowhere!

The first thing that one should do is think about the product, its merits and demerits.

Several questions should come in your mind before finalizing anything.

  • Is my product beneficial for the company?
  • What would be the gain that my product/service would provide to the clients?
  • How much will my product/service help the clients to earn?
  • What are the main advantages of my product/service that makes it better than the other in the market?
  • What efforts can be made to improve the quality of the product/service?
  • What is the price structure of the similar product in the market?

Conduct a thorough analysis of your products and services. Customer feedback is the best way to do this.

10 Ways of B2B Lead Generation for your Startup 2020

1. Diversity

All buyers of a B2B company will have different needs and wants, so an entrepreneur must make sure that their content addresses all the needs and demands. The content should fit the shoe and not be focused on just one thing to attract buyers from all around the globe.

2. Stand Out

The capabilities of a startup are judged by the content that is posted on their blogs or social media websites. Hence, this content needs to be attractive with infographic inputs and strategically placed to allow buyers to find them easily. Moreover, it gives a boost up to the startup showing true data in their content which make them trustworthy.

3. Pricing

It is not a common practice to post prices on the company’s website as it hinders the chances of getting many opportunities, but if the prices are not posted, most of the queries would be to know the cost but not generally buy the services. Posting prices would decrease useless traffic and allow more room to focus on potential customers. Furthermore, the pricing strategy should be decided with a thorough competitive analysis for breakthrough performance.

4. Relationships

Having a healthy relationship with the client’s company is extremely important for the business to flourish, thus, building a good connection will allow the business to grow through word-of-mouth marketing. Although, word-of-mouth has a different approach it has always have a high conversion rate.

5. Marketing

Marketing is the best way to generate leads. In today’s technology-driven society online marketing is the major contributor to an increase in sales. Services can be marketed depending upon the needs of various buyers using social media platforms, blogs or a well developed website. Creating an email database to send occasional newsletters to potential buyers helps in boosting the business. In other words, email marketing is a great tool to generate B2B leads for business.

6. Sign up forms

Sign Up Form - B2B Marketing
Sign Up Form - B2B Marketing

Sign up forms for the company website should not be very long as that irritates buyers. The easier the signing up process the more potential buyers will sign up and add to the business. They should contain the basic details like name, email, phone number and address but not a whole lot of information that can be asked in later stages.

Also Read: How to Optimize Sign up Form

7. Optimize the Landing Page

Landing Page -B2B Marketing
Landing Page -B2B Marketing

The homepage of the company’s website or the social media profile should be SEO friendly. Articulating content that would attract people. Make your content in such a way that it is displayed clearly on top Google searches. Most people do not go to the second page while searching for something on Google to make sure that the website comes in the first page in Google searches related to the keyword.

8. Have a Q and A section

FAQ Section - B2B Marketing
FAQ Section 

Have a FAQ section, which is clearly visible on the website, to answer the most common queries on the website for people to properly understand the services. Ask present clients about the issues they may have faced while registering on the website, collect the information and create a questionnaire with answers by the team.

9. Buy Leads from Various Platforms

Startup owners can also buy leads from various online platforms that are selling them. There are many sites that provide quality leads with accurate information. B2B companies should collect as many leads as possible from these sites to help them in progress.

10. Hire

Owners can also hire a company that specializes in lead generation or hire freelancers that can generate leads and do promotions. Hiring freelancers residing in different countries can be profitable and will help in getting leads from various different countries. It also inexpensive in nature and provide a quality result to generate B2B leads for your company.

B2B Success Stories on Social Media

Approximately, 69% of the Indian B2B marketers agreed social media to be one of the major tools to engage potential customers. Statistics regarding the success of lead generation for B2B companies using the social media marketing is quite high. B2B buyers are much more attracted towards brands which have a strong social presence. They prefer the companies to present the information via social media.

Look at some of the below mentioned successful social media campaigns implemented by few companies!

  • iYogi
    iYogi being a technical support company faced many difficulties in generating leads and creating brand awareness for its new service; Digital Service Cloud. The company chose LinkedIn to focus on the key areas of interest and target audience.The campaign was a huge success and helped to achieve 62% of the follower base in duration of just three months.
  • Deskaway
    The company chose Twitter along with paid media and Adwords for the purpose of selling its web-based team along with the project collaboration software. Product announcements, news and blogs were shared on a continuous basis and thus, generating leads.

Also Read: 100 Proven ways of Lead Generation for your business


The above two examples show that social media is really an efficient tool for the B2B marketers. It not only helps to increase brand awareness on a huge scale and target a bigger audience, but also establishes a company as a thought leader. The company gets to connect easily with the clients and the prospects. Good relations are built with the people who can influence the industry. Social media and email marketing also trigger word of mouth conversations and helps in optimizing the conversions for B2B companies. Keeping these important points in mind shall go a long way for B2B companies in creating a huge client base and gaining success in their business proceedings.What do you think about scaling an efficient B2B business? Share your thoughts in the comments below!

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