B2B lead generation is the lifeblood of the modern sales process. It can be defined as the initiation of consumer interest within a business to business environment.

Lead Generation campaigns require a company to understand the needs of its audience and craft messaging that engages prospects at every stage of the user journey. The marketing messages and sales pitch will vary for initiators, influencers and gatekeepers as companies endeavour to qualify a prospective customer into a lead.

There are many strategies and techniques to engage potential customers broadly categorised as either “Outbound” or “Inbound”, i.e prospects finding you (Inbound) or your sales team proactively ‘hunting’ for them (Outbound). Both approaches rely on similar guiding principles and ultimately have the same goal: to create revenue opportunities that convert into paying customers.

Companies who want to increase the quality and quantity of leads while reducing the cost of acquisition may want to consider outsourcing their marketing to an external specialist.

Partnering with a high-performing digital marketing agency has many benefits. Choosing the right partner can eliminate the cost of hiring, training and managing an in-house team. There is also the added benefit of gaining access to a fully-integrated workforce who can fulfil the end-to-end lead generation process.

Companies that want to focus on their core business can reduce risk and shorten time-to-market at the same time as having access to premium marketing tools and a team of experienced professionals with a proven track record.

Generating a positive return from digital marketing starts with defining the target customer, finding what motivates them to take action, and engaging them through a medium and platform where they are active online.

The digital landscape is vast and contains an endless number of websites, forums, networks, and search engines. There is an ever-increasing spectrum of communication tools such as email, chatbots and messengers.

Digital marketing services will ultimately be determined through assessing current marketing activity, benchmarking performance and analysing the competitive landscape. Regardless of company size, a solid marketing strategy designed to attract, convert and nurture marketing qualified leads should be in place and aligned with revenue targets.

Top-level digital marketing services include SEO, Digital PR, Paid Advertising, Social Media Marketing, Email Marketing, Content Marketing, Website Development and Conversion Rate Optimisation.

HubSpot is an integrated marketing software platform, providing a suite of tools designed to attract prospects, convert leads and close customers. Successful online lead generation campaigns combine a number of digital channels, tools and tactics to produce meaningful results. HubSpot consolidates this marketing activity into a central, easy to understand dashboard which overcomes the complexity of using a number of disconnected tools.

Deploying full-funnel marketing campaigns and integrating sales activity within HubSpot provides complete visibility into which activity is producing results and which is not.