Today’s B2B lead generation market is saturated. There are so many vendors offering similar services that it can be difficult to stand out from the crowd. What’s more, with so much competition, you need an edge to make your B2B lead generation strategy a success. Thankfully, things aren’t all bad — there are also some benefits of bottom-of-funnel leads that help B2B marketers increase their ROI. The bottom of the sales funnel has become widely recognized as a segment of leads that marketers and sales teams should prioritize when establishing lead generation strategies. These leads have a higher potential for becoming paying customers sooner than those at the top of the funnel or even those in earlier stages of the funnel. So how do you get started on your own strategy? Read on for advice on how to generate high-quality leads at various points in the sales process.
Why Are Bottom-of-Funnel Leads More Valuable?
Marketers often face the dilemma of how best to allocate their lead generation budgets. Should they be focusing on top-of-the-funnel (TOFU) leads, or should they be targeting leads lower down in the funnel, such as those in the bottom of the funnel? There are myriad benefits to prioritizing bottom-of-the-funnel (BOFU) leads. First, they’re more likely to convert than those at the top of the funnel. This means that investing time and resources into generating these high-quality leads can help your sales team hit their numbers and increase their close rates. In addition, BAFU leads are often easier to acquire than TOFU leads. This means that you can scale your lead generation efforts to acquire a larger quantity of leads without increasing your budget. TOFU leads, on the other hand, are often harder to acquire and are therefore more expensive.
When to Seek Bottom-of-the-Funnel Leads
Now that we’ve covered the advantages of targeting BAFU leads, you’re probably wondering when it’s best to generate them. There are a couple of scenarios that make bottom-of-the-funnel leads ideal: You’ve made a new product announcement. Whether it’s a new product line or an entirely new product, a product launch is a great opportunity to generate bottom-of-the-funnel leads. You’ve launched a new product or service, and you’ve launched it to solve a specific problem or meet a particular need. By targeting leads who have shown interest in solving the problem you’ve identified, you’re more likely to convert them into customers. This is true even if they’re at the top of the funnel. You’re launching a new B2B service. One of the benefits of launching a new B2B service is that you can generate leads earlier in the process than you can with a product. This is because services are often more complex and require more information from the lead before they make a purchase decision.
Strategies for Generating High-Quality B2B Leads
Now that you’ve established the importance of generating bottom-of-the-funnel leads, you’re probably eager to get started on your own strategy. Here are a few strategies that you can use to generate high-quality B2B leads: Invest in content marketing. Many of the most successful B2B businesses attribute their marketing success to a strong content marketing strategy. By producing high-quality, original content and distributing it through your owned channels, you can attract new leads and nurture existing leads toward the purchase decision. Run targeted Facebook or Google Ad campaigns. If content marketing isn’t your forte, or you don’t have the resources to invest in it, Facebook and Google Ad campaigns can be a quick and cost-effective way to generate high-quality leads. Create compelling B2B lead generation websites. If you want to generate leads at the top of the funnel, you may want to consider creating a lead generation website. Lead generation websites are designed to collect information from potential customers, such as their names, email addresses, and phone numbers, so that you can follow up with them and offer assistance through the sales process.
Now that you know why bottom-of-the-funnel leads are more valuable and how to generate them, it’s time to get to work on your lead generation strategy. The first step is to identify where in the sales process your leads are currently falling. This will help you better understand what marketing efforts will best meet their needs. Once you’ve identified where your leads are, you can identify opportunities to generate bottom-of-the-funnel leads.