7 Ways to Boost Your B2B Lead Generation Strategy Using Salesforce
5 min
Generating and nurturing leads across the entire sales cycle is a crucial part of any business. Lead generation, the process you use to attract and generate interest among your target market, has evolved dramatically thanks to tools like Salesforce.
Let’s take a look at a few of the ways you can take your B2B lead generation strategy to new heights:
1. Optimize Your Social Media Channels
When used correctly, social media can be a powerful lead-generation tool. Social media contains rich information that makes it easy to identify possible prospects - and to get in touch at the same time. It can be one of your most effective prospecting tools when used correctly. LinkedIn InMails, for example, have 18-25% response rates compared to emails, at 3%. Make sure to add social media messaging to your sales cadences in Salesforce so that you don’t miss out on this important touch point. Consider which social media platforms your leads use and how they are likely to use them and adjust your lead-generation strategy accordingly.
2. Set up SLAs for Lead Response Times
How quickly do sales staff reach out to prospects that have sent queries to your site? It’s been proven that you should call back a prospect within five minutes to increase the likelihood of qualifying and converting them. Of course, you can’t enforce this if you don’t measure response times, to begin with. Salesforce can measure how quickly your reps respond to queries, but you should set service-level agreements in your department that sales reps must respond to within a predetermined time to hold them accountable.
3. Use AI to Qualify Leads
It’s not enough to generate leads. Focusing on lead generation instead of qualification will bog you down unnecessarily, shifting through leads that will never convert. Salesforce uses artificial intelligence to score and qualify leads. Einstein Lead Scoring will assign a score to leads according to your company’s conversion patterns, improving your sales and saving time in the long run.
4. Keep Your Data Up-to-Date
CRM Integration is essential for every call center, but your data must be kept updated. Your agents should be able to view important information, such as previous integrations with your company, voicemails, cases, and other products they may have purchased in the past. They should also have the ability to import and export a list of potential leads to and from Salesforce so that they can send highly targeted and personalized emails and make more accurate outbound phone calls.
You should also consider data at a more macro level. Compile your data using insights from the field gathered from your sales reps and with analytics that study lead behaviors and conversion rates over time. This combination of qualitative and quantitative data will help form a more comprehensive picture of the campaigns your target customers respond to and how likely a customer exhibiting the same behavior will be to convert in the future.
5. Create an Engaging, Intuitive Experience Across All Platforms
In the digital age, leads could come in from any source. Your prospective customers may discover your product on social media, do research on a mobile phone, and complete a query on your website from their work computer at a later stage. Every single experience has to be positive, informative, and convincing to reel your leads in and turn them into paying customers.
Leads are usually generated at a time before customers have strong feelings (good or bad) about your company, which means their experience should be standardized and seamless across various channels and devices.
Content should display equally well on mobile devices as it does on desktops; live chat should be accessible on various platforms and work equally well on all of them. Every experience will add to their overall impression of your company and guide them closer to the end of the sales funnel.
6. Automation
If you want to maximize your resources and optimize your B2B lead generation strategy, you should free up your sales teams as much as possible. Use automation to speed up data capturing and processing, automate your email flows and set up sales cadences to manage all routine communications and follow-ups. Automation can be used to manage all day-to-day activities, which gives teams time and space to focus on finding and nurturing leads and building lasting relationships with customers.
7. Collect Data
Sales lead generation is a great way to collect data about your prospects. You can find out how customers became aware of your company, your products, and your services so that you can pinpoint which marketing methods are generating more leads than others. By understanding which channels and messages resonate with your target market, you can tailor your campaign to improve your lead generation success rate. Salesforce will help you track your leads and keep them up to date in your CRM, so you easily reach out to customers, address their needs, and upsell or cross-sell at a later stage.
Conclusion
Sales (and revenue generation) is the goal of every B2B business. Generating leads requires constant effort, but thankfully, there are tools and tricks you can deploy to ensure that there is always a steady flow of leads moving in and out of your pipeline.
Make sure that you integrate with a CRM to manage your relationships and that you use call center tools like smart call routing, response time tracking, automation, and ring group management to ensure those leads move efficiently through the funnel.
