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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 because we're gonna get all your questions answered in this video [Music] what's going on everybody it's patrick here make sure to give this video a like subscribe and turn on notifications if you want to 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 going to 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 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 consumers like if you're walking into a nike store 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 code 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 uh 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 trying to 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 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 salesperson 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 code emails and schedule meetings and things like that right so somebody want to outreach.io and they press the button 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 you come to the 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 um what you have to do again is put in 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 a 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 dif it's much easier compared to outbound because you know people are coming in they 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 kind of making them watch a video as a youtube ad or 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 sales person is going to 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 are selling something expensive whether it's in the thousand dollar range two thousand three thousand five ten thousand even fifty thousand usually 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 they'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 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 or lead generation and that's it normally people start with one 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 want to write some articles on forbes or maybe you want to 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 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 sales person who has the opportunity to close the client and finally 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 you 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 a salesperson gets on the phone because the better the lead generation process is you know it makes the life easier of that sales person right because if someone is really hot they're ready to buy they understand their problem and they just need to talk to somebody and move forward well the sales person 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're 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 hard 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 want to 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 the call with a sales person 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 the pen 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