Fill the top of your funnel with more B2B leads
A growing number of B2B organizations of all sizes and from all industries rely on professional B2B lead generation companies to generate more high-quality leads through leads as a service than any other lead generation business model.
What is leads as a service?
B2B leads as a service is a suite of lead-generation services provided by a lead generation expert who specializes in executing sales and marketing initiatives that generate new, high-quality leads. The suite of services provides an ideal lead generation business model, because it includes a variety of services in a pay per lead structure — including email marketing, virtual networking events, content syndication, and appointment setting.
What is lead generation in digital marketing?
Lead generation is a vital component of digital marketing. In fact, the importance of lead generation in digital marketing cannot be overstated. A successful marketing campaign is one that continually brings in new leads that can be then entered into a sales funnel.
Due to the pervasive nature of the internet, nearly any marketing effort is either “digital marketing” or includes a digital component. Simply stated, digital marketing encompasses any form of marketing on a digital channel, including:
- Search engines
- Social media
- Digital TV or radio
- Smartphones and tablets
- Digital screens like digital build board, movie screens, and in-flight entertainment systems
B2B lead generation is the process that attracts new leads to your organization and separates them into those who are interested in what you’re selling from those who are not. This helps you to tailor your marketing directly to the best prospects versus wasting precious time on people who are not likely to become customers.
The importance of lead generation in digital marketing is well known among marketing professions. In digital marketing, lead generation involves identifying prospects online, then converting them into customers through digital processes. Leads are generated through online channels, tactics, and strategies such as blogs, email campaigns, paid social media ads, for example.
Combining digital marketing and lead generation is both a sales and marketing strategy. It involves creating a marketing funnel or sales pipeline that performs specific actions at each stage of the buyer’s journey. The basic four stages of the buyer’s journey are:
- Awareness: Prospects learn about a product, service, or brand on digital media such as a blog or social media.
- Consideration: Prospects are receptive to the content and marketing messages and enter the official leads stage.
- Conversion: Leads need the product or service and make a purchased thereby, becoming customers.
- Loyalty: Customers make repeat purchases.
Best lead generation tools
When you’re looking for a professional lead generation service and the best lead generation tools, the key to success is the lead generation tools list that the service offers — and how well it’s producing results. While you can find B2B lead generation companies that are experts in one lead generation tools for B2B companies, such as an email lead generation company, your success rate can soar when you partner with a provider who excels at multiple lead generation tools for B2B companies.
You should also choose your partner from among today’s pay per lead generation companies, where you pay individually for each lead that is generated. This way you are assured results — because the agency only gets paid when you get leads.
The next consideration is the B2B lead generation services they offer. Depending on your business needs and goals, your B2B leads as a service initiative can include a wide range of lead-generation processes. These four lead generation services are among the leading opportunities companies can leverage when they partner with a leads as a service marketing agency.
- B2B email marketing: The goal of this leads as a service option is to launch email marketing campaigns that reach new prospects outside of your own database and amplify the messages in ways that achieve the intended response.
A great example of the best lead generation tool for B2B is the VIB’s SmartSend service. This is a community email marketing program that includes precision targeting to the right audiences, email delivery expertise, and processing of relevant data. ViB sends your emails on your preferred send date(s) with UTM tracking code in your HTML emails, and with your targeting criteria, including these options:
- Geographic locations
- Relevant job titles
- Job level
- Company size
- ABM lists
- B2B content syndication: This leads as a service option gets your content in front of new audiences that are outside of your own database and into ViB’s community of over millions of technology professionals.