Which B2B Lead Generation Channel Should I Pick For My Business?
Have you been in this meeting? Your company announces its new growth target and it is bound to find those customers. And the new growth target? Eye-wateringly high. You need to establish a new B2B lead generation channel and you need one now. Luckily or unluckily for you, you are spoiled for choice. That means there are no easy decisions. It only raises a lot of questions.
Which channel is the best for B2B lead generation?
Which one is better for my business specifically? Should I focus on inbound marketing, for instance? The idea of customers coming to me without having to make desperate sales calls all day is super sexy. Or should I focus instead on outbound sales? The fact that I don’t have to sit around waiting for somebody to become interested in my services but instead I can go after my customers and see much faster ROI, sounds pretty appealing as well. Do I even have to pick one?
Before you decide on a course of action, let’s look at your options for a B2B lead generation channel a bit more closely:
Friends and family
Your personal and professional network is always a great place to start. After all, it’s the source of the warmest leads you can get. They will always listen to you and are often personally invested in your success. Of course, the flip side is that even the most popular people have a finite number of potential customers they are already intimately acquainted with.
These are great because you have a huge number of potential buyers in one place. And you don’t even have to fight for a meeting with them. They are all there and available to talk to. This can be a great one-time shot in the arm for your lead pipeline but it is rather expensive and difficult to scale (Hubspot found that B2B businesses were spending 12% of their lead generation budget on trade shows but only getting 9% of their leads from there), compared to other sources of B2B leads.
If you are lucky enough to have a robust network of partners, they can be a great source of warm leads. Unfortunately, not every business is so lucky. If you are starting from scratch, it will be very difficult to build a partnership network. It is probably best for mature businesses which have strong brands and lots of resources.
PPC ads can be very powerful when you get your keyword targeting right, in a place where everyone is looking. And where is that place? Google of course with its nearly 80% of the global search market (sorry, Bing lovers, but it’s true). If you are selling a solid product or service (and you should), Google is the place to be. And because Google is the place to be, everyone else is there too. This means that this can be expensive to outbid people on your keywords at the best times (the keyword “insurance” costs over 50 dollars per click!) and can lead Go to the full article.