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Why Do You Need B2B Lead Generation?

B2B lead generation is crucial for any successful B2B marketing strategy.

According to HubSpot, generating leads is the number one priority for marketers, with 73% of B2B technology marketers also saying their lead generation activity has increased "significantly" or "somewhat" since the beginning of 2021 (source: State of Demand Gen 2021).

Running campaigns dedicated to generating new marketing qualified leads (MQLs) regularly is essential. Filling your marketing funnel with fresh prospects provides your business with a constant flow of new contacts to nurture into sales qualified leads (SQLs) and, ultimately, sales.

However, creating highly targeted B2B lead generation campaigns dedicated to sourcing high-quality prospects can be difficult and time-consuming. This is perhaps why many B2B marketers say generating high-quality leads is their biggest challenge.

A great way to ensure your lead generation campaigns are effective at filling your marketing funnel with relevant new prospects is to work with an external B2B lead generation provider. Technology companies often require external support from a specialist B2B lead gen supplier to generate the high volumes of quality leads they need.

Benefits of Working With a Lead Generation Provider

There are several benefits to outsourcing your B2B lead generation to a specialist provider.

Firstly, it goes without saying that you'll benefit from their expertise in lead generation. Your supplier will know the best ways to generate high-quality prospects according to your campaign objectives. Plus, any good supplier will work with you to generate your leads using their own platforms. Take a look at our eBook, the Complete Guide to B2B Lead Generation 2022 to find out more (which includes a handy checklist of questions you should be asking any lead generation provider).

Secondly, your lead gen supplier will often agree to a fixed cost-per-lead (CPL) with you while scoping out your campaign, allowing you to budget with confidence. Agreeing to a fixed CPL also enables you to determine your ROI before your campaign begins.

Thirdly, another great benefit to working with a B2B lead generation company is that they will be able to help you plan out your campaign to get the most out of your budget. For example, at Headley Media, our clients work with one dedicated Account Manager throughout their campaign. Our Account Managers work closely with each of our clients to understand their overall B2B lead generation goals in line with their desired target audience, budget, and timeframe. Taking this approach enables you to plan out not only your lead generation activity but also your lead nurturing, scoring, and sales process following your new leads entering your marketing funnel and CRM.

At Headley Media, we run all our lead generation campaigns via content syndication and provide our clients with a guaranteed volume of leads based on their budget and time. As experts in B2B lead generation, we can confidently provide our clients with the exact minimum number of leads we will deliver based on their campaign requirements, including factors such as the target audience they want to reach and the specific regions.

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The Lead Generation Process

The lead generation process can vary significantly depending on the supplier you choose. Therefore, it's essential to feel confident in their B2B lead generation expertise and their lead generation process. In addition, you want to know that their approach will generate high-quality and relevant B2B leads through transparent methods in line with your campaign objectives.

However, lead generation is increasingly being seen as a dark art. With such a wide variety of methods and tactics employed, some suppliers may not follow the best practices or be transparent in their approach, making it challenging to navigate through the smoke and mirrors.

As a marketing professional, it's vital to ensure you can trust the data you're receiving. Unfortunately, many B2B technology marketers question the quality of their leads because their suppliers aren't transparent about their methods and tactics.

With questionable suppliers, you can't be sure your leads are genuine or if they will ever translate into sales opportunities.

At Headley Media, our lead generation process is completely transparent. Our B2B technology leads are produced 100% digitally – providing a fully traceable journey for each lead.

Data-Led Targeting

To generate high-quality leads, you must target the right audience at the right time in line with your marketing and sales objectives.

Most target groups will include job titles, location, and company, but you should also consider going more granular, for example, by profiling according to seniority or by company size.

At Headley Media, we use a data-led targeting approach. We work closely with our clients to understand their campaign objectives and the exact target audience they need to reach.

Our expert team will advise you on the best data-led targeting approach based on your needs, including using Account-Based Marketing (ABM) or enhancing your campaign with Intent Data Targeting.

Account-Based Marketing (ABM) is one of the most common methods to generate more targeted leads, with 92% of B2B marketers reporting they have an ABM program in place (HubSpot). Targeting campaigns based on individual companies or accounts allow you to be more strategic.

If one goal of your lead generation campaign is to learn more about your target group, you could add more questions to the form they need to fill in to access your content. This will help you to gain a better understanding of their needs and motivations regarding your services. At Headley Media, we will advise you on the best questions to ask to generate the most relevant leads.

The use of Audience Intelligence strategies, such as using Profiling or Qualifying Questions can enhance your B2B lead generation campaigns by providing you with a greater level of audience insights- generating prospects that are even more targeted.

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Marketing Collateral - Syndication Across Relevant Brands

As a B2B technology marketer, you know your prospects are likely to research extensively before they're ready to be contacted. They might have visited competitors' websites, comparison and review sites, and downloaded several pieces of relevant content. 

Once you've created your content marketing collateral for your desired target audience, you will want to distribute each piece of relevant content as far as possible.

When deciding on the best B2B lead generation ideas to reach your target audience, using content you've already produced to run a content syndication campaign is a great way to get your content in front of the right people. 

Content-Led Marketing Approach

As a responsible marketer, you also need to know exactly where your leads are coming from. 

One great way to generate high-quality leads is through content syndication. Content syndication is serving your content, such as an eBook, whitepaper, or video, to your desired target audience, through your lead generation provider on platforms you do not own, to generate high-quality, opted-in prospects. 

However, there are several questions you must ask of any lead gen provider using content syndication, as the quality of leads can vary significantly. 

For example, at Headley Media, we generate leads for our B2B technology clients using our 100% digital reader journey. In addition, we take a fully transparent content-led marketing approach to our campaigns using content syndication. 

We use content syndication to generate high-quality and engaged B2B technology leads via our portfolio of owned media brands – IT Corporate, FinTech Corporate, MarTech Corporate, HRTech Corporate, and Electronic Pro. Our content library websites span 100 sites across 60 countries and 32 languages, helping our clients reach new prospects on a local or global scale, depending on their needs and objectives. 

Overall, taking a content-led marketing approach is a great way to reach highly targeted leads.

Fixed Cost Per Lead Approach 

A reputable B2B lead generation provider will be able to agree on a fixed cost-per-lead (CPL) with you while preparing your campaign, allowing you to predict your campaign budget's ROI and your results with confidence. 

Although it may be tempting to choose the lowest CPL a B2B lead generation supplier can offer, lower-cost leads are a false economy, as inaccurate data and poor-quality leads cost technology companies millions. Whether you use a lead generation provider or employ your own methods, remaining in control of the process is paramount. 

Actionable Levels of Data & Insights  

By agreeing on a fixed cost-per-lead before your lead generation campaign begins, you will be able to determine the number of leads your budget will provide and a clear ROI during the planning stage. 

Not only do you want to generate actionable levels of data with relevant insights when outsourcing your B2B lead generation, but you also need to feel confident in the data quality. 

Data quality and levels of compliance, in line with regional regulations based on the country or countries you operate in, are paramount. 

Data privacy and consent are critical priorities for marketers everywhere. However, the EU's GDPR is not the only data protection law of its kind. Similar regulations also apply in 13 other countries and jurisdictions worldwide, including Brazil, Thailand, and California.

One key factor is to ensure that each lead generated has agreed to share their information with you via a manual opt-in checkbox. However, some B2B lead gen providers may not use a checkbox within their campaigns if it is not a legal requirement in the territories they are working within.  

We only recommend working with specialists that advocate the use of manual opt-in checkboxes. This gives you peace of mind that each lead has consented to share their information. Furthermore, it helps you feel confident in the quality of your data, as only prospects who have actively agreed to hear from your organization directly will be delivered as a lead.  

Finally, working with lead gen providers who will amend the consent statement to your required wording will also show that you are working with providers who take data usage and consent seriously.   

Where Do You Start With the B2B Lead Generation Process? 

As an example, each B2B lead generation campaign at Headley Media begins with the same process. Each campaign starts life as a Single Touch campaign, before being tailored to meet the individual needs of our clients. 

A Single Touch campaign involves hosting one piece of your content on the most relevant of our 100 websites, which span 60 countries in 32 languages. The content is then served to your target audience, and readers are given the opportunity to download the piece of content and opt-in to hear from your organization directly.  

Only readers who actively agree to hear from your organization directly, via an unchecked tick box, are eligible to be delivered as a lead. 

In addition, each potential prospect will go through our dual manual and AI data validation process to ensure the data is up to date and compliant.  

Our Lead Generation Process