- If you're looking to learn exactly what B2B lead generation is, how it works and how you can use it to get meetings with your dream clients, stick around 'cause we're
gonna get all your questions answered in this video. (upbeat music) What's going on, everybody,
it's Patrick Dang here, make sure to give this
video a like, subscribe and turn on notifications if you wanna see more videos like this and let's get started. Now, the first step is we got to define exactly what B2B lead generation is and the definition we're gonna use is the process of getting
businesses interested in learning more about
your products and services before making a decision. And that's essentially taking somebody who has no idea who you are, right? And you're educating them, or so you have some type of process to get them somewhat
interested so that you can have a conversation to see
whether or not it makes sense to work together and of
course, when I'm talking about B2B business development,
I'm specifically referring to when a business wants
to do some type of commerce with another business. This is very different from B2C, which is business to consumer. Business to consumer is
like, if you're walking into a Nike store and
you're buying some sneakers for yourself, you know, that's
not what we're talking about, we're talking about
selling business products to business people. So let's go ahead and
talk about the different lead generation methods you
can use to generate these leads and get companies interested in buying your products and services. The first one that most of you
guys might be familiar with especially if you are in
sales or business development is outbound lead generation. This is when you're typically reaching out to another company to
drum up some interest either using cold email,
LinkedIn or cold calling. And essentially for these
methods, you are reaching out to someone cold, meaning
they don't know who you are and you know, within
your first impression, you have to get them interested
to wanting to learn more about your products and services. Now, outbound is a little more difficult because you are reaching out to strangers, it's not a referral, it's not
a friend recommending you. It's not like they looked at
some type of your marketing or website, they have no idea who you are and so that's why you're
tryna generate interest using cold call, email or LinkedIn. Now the second type of
lead generation you can use in a B2B environment is actually
inbound lead generation. This is when you are using
things like YouTube videos, blogs, Instagram, LinkedIn
articles being featured in Forbes or any other publication and
that's when leads are coming in to you, right? You put out some content,
people are already interested they, in a way they're raising their hand and they're saying, "I am interested in
what you have to offer." And then from there, if
they capture your email or have some way to schedule a meeting to talk to a sales person,
well, that is an inbound lead. So let's say Outreach, for example, which is a sales enablement
software company, right? They help people send cold
emails and schedule meetings and things like that, right? So if somebody wanna Outreach that IO and they press the button,
and download the report. Essentially, when you want to download, let's say any type of PDF, white paper or any type of marketing material, you would have to enter your name and company, things like
that and more importantly, your work email address. So when you actually
put in this information, you know, you you're put
into their marketing database and you become an inbound lead and once you give your
information, like your name, company you work at, your
company email and your title and things like that, a sales
person is going to be assigned that lead and they're
going to follow up with you and try to book a call
to see whether or not you want to purchase their more expensive products and services. And in terms of let's say
like YouTube marketing, right? So let's say for Outreach again if somebody watches this YouTube
video, which has, you know 100,000 views, if they want to
learn more about this company they click on the link in the description and then that link will take them to, let's say, this is a landing
page where they can watch some type of demo. So to get this demonstration, what they will have to do
again is putting their name, last name, company
name, work email address and that would be an inbound lead, so after, you know this
person watches the video, they are somewhat qualified and the salesperson could be like, "Hey, this guy watched the video "or this girl watched the video, "so they're kind of interested, "let me try to follow up with
them to see if I can book "a meeting and then sell
them something," right? So that essentially is how inbound works. So for inbound, it's diff, it's much easier to compared
to outbound because, you know, people are coming in, they are already educated on who you are and what value you bring. Now, the third way of lead generation is actually paid advertising. Some people actually,
you know, categorize this as inbound lead generation,
but we're gonna put it as a third pillar because
when you're doing advertising, it's not as if people are coming to you, it's not really inbound, it's
that you have to prospect and you find these people
who have no idea who you are but instead of sending them a cold email, you're kinda making them
watch a video as a YouTube ad or a Facebook ad, or
you have some kind of, you know sales copy or something like that to get them to click the
link and go to your website. So paid advertising could be
anything from Facebook ads, Instagram ads, Google ads,
basically any platform where you're allowed to you know, run ads, that's a form of prospecting
to generate leads and then from that ad, the
whole goal is to get them to your website, capture
their email address and put them through your sales process and ultimately a salesperson
is gonna get on the phone to see if they are qualified to buy your products and services. Now the whole goal of lead generation, whether it's outbound,
inbound, paid advertising whatever form of lead generation,
you and your company use, the whole goal when it comes
to a B2B selling environment is to book a meeting and continue them through the sales process, right? So if you're selling something expensive, whether it's in the thousand
dollar range, 2,000, 3,000, five, 10,000, even 50,000,
usually, a, before a company makes a purchasing decision,
they need to talk to somebody over the phone or meet them
in person because they need to trust that person and trust that company and see whether or not they're
actually going to get value because you're spending so
much money on your offer. And so that's why the whole
goal of lead generation is usually to book a meeting with a sales or a business development person or closer or somebody they need to talk to before they actually
make a decision to buy. Now, if you are let's say a sales or business development person or maybe you are an entrepreneur, right? You don't have to specifically just do one form of lead generation and that's it. Normally people start with one and when they get it to start working, they can branch out to other things, for example, let's say if
you're a software company, you might be reaching out to everybody with cold email and you get
some customers that way. Once you understand why people are buying, maybe you can run ads and, you
know, try to find more people similar to the ones
that bought your product and services, right? And then from there, maybe
you wanna write some articles on Forbes, or maybe you wanna
start a blog and, you know do some SEO marketing and get
more people down the funnel, but ultimately, you know,
whether it's outbound, inbound, paid advertising, the goal
is to funnel them down into your sales process,
which is the book of meetings so that you have a mechanism
to actually generate revenue for your company in exchange
of value that you're giving to your clients. So if you look at the basic sales process, it's lead generation, whether
it's inbound, outbound, paid advertising, booked meeting, right, with a salesperson who has the
opportunity to close a client and finally at the close, right, actually following up, negotiating and finally closing the deal. So that's essentially
like a basic sales process most companies, you know,
typically will have. Now, an important part of lead
generation is understanding what is a qualified lead and
what is actually a good lead. So just because you're
booking a lot of appointments, it doesn't mean you're
using your time effectively because let's say in a month, you maybe you get 50 meetings, right, which is quite a bit. Now, if out of those 50
meetings, if nobody buys, then it doesn't matter
how many meetings you have because these people
are not even qualified to purchase your product and service. So that's why whatever
method of lead generation you're using, there has to
be some type of qualification before sales person gets on
the phone because the better the lead generation process is, you know, it makes the life easier
of that salesperson, right? Because if someone is really
hot, the rate to buy it, they understand the
problem and they just need to talk to somebody and move forward, well, the salesperson doesn't
even have to sell anything, they just basically take the order, right? It's very easy. But if the customer has no
idea what you do, who you are, they just on the meeting for no reason and the sales person, you
know, has trouble selling them or showing them the value, well, it's harder to sell
because the lead is not good. So, you know, whatever lead
generation method you use, have a way to qualify the prospect, right? If you're doing outbound lead generation, try to have some kind of
ideal customer profile that has a high likelihood of
making a purchasing decision. Now, if you're doing paid
advertising, you wanna make sure that the person, you
know, has to go through a lot of filters and qualify themselves and share their budget and
their problems and things like that before they even get on a call with a salesperson, right? So that's why you're pre-screening people so that you can save the
time of a sales person. So just know that not
every lead is equal, right? Depends on where the lead
comes from, how it came. A lot of times, inbound
leads are a lot better than outbound leads
because they're really hot but you know, every
company is going to depend. And so that said, that
is B2B lead generation in a nutshell. If you enjoyed this video make sure to give it a like, subscribe and turn on notifications and let me know what's the
number one thing that you learned in this video and share
it in the comments. With that said, my name is Patrick Dang and I'm gonna see you
guys in the next one.
