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7 B2B Sales Prospecting Strategies to Keep Your Pipeline Moving

Written by
David Scott

61% of B2B marketers say that generating high-quality leads is one of their biggest challenges.

It's not surprising.

Lead generation is hard.

It's not something you can do reactively, either.

If you wait until your lead pipeline is empty to start prospecting, you'll end up desperate to find new leads. You'll end up wasting time and energy on leads who aren't a great fit for your solution.

The only way around this is to prospect.

Your sales and marketing team should always be prospecting for new business, even when times are good.

There are proven methods that you and your team can use to reach out to, and engage with decision-makers that fit your buyer persona.

In this article, I'm going to walk you through some of our favourite B2B prospecting strategies that will help you keep your pipeline full.

Let's jump into the article.

Best Digital B2B Prospecting Strategies

1. Connect with Decision-Makers over Email

Cold email is one of the original digital B2B prospecting methods.

Companies across all industries rely on email to generate pipeline, and there's no reason it shouldn't work for you.

It's reliable, scalable, and personal.

If you have access to a B2B data source or lead provider like Leadiro, then sourcing company emails is easy.

Setting up a cold email campaign is something that any company can do (check out our guide to getting started with cold email here).

Once you've tested and found email copy that resonates with your target audience you'll be able to get good engagement from people in your market.

The key is not to push a hard sale immediately. Send a friendly, personal email to decision-makers that provides value to them and starts a conversation.

Then, you'll be in their consideration set if they do need your solution in the future.

It's essential to make sure your methods comply with CAN-SPAM and the GDPR. If not, you could face sizeable fines.

2. Build Rapport with Cold Calling

Cold calling is still an effective prospecting strategy.

The rise of remote work may lead to some direct dials being wrong, but most companies will set up phone number forwarding.

If you can reach a decision-maker on the phone, you'll be able to learn about their pain points, goals, and introduce your solution.

Like with cold email, the key is not to be too pushy and be there to learn about your prospect's needs. If you can help, do so, but otherwise, let them be the one to make a decision.

3. Inbound Sales Prospecting with Blogging, Whitepapers, & Webinars

If you want to do prospecting on autopilot, then consider using inbound methods.

These are content asset-based methods that help attract qualified leads to your business and into your pipeline in a value exchange.

For example, creating high-quality blog posts, whitepapers, or webinars are great ways to engage with decision-makers.

73% of B2B marketers say that webinars are their best way to generate qualified leads, and 85% of B2B marketers say that their most important content marketing goal is lead generation.

Webinars are already popular with B2B brands

If the content you create is good enough, your ideal customers will be knocking on your door to get access to it.

4. Build your Personal Brand on LinkedIn

No matter what the newest social media platform may be, LinkedIn remains a hotbed of B2B decision-makers.

As social selling becomes more and more important, it's the ideal platform for you and your team to share your unique expertise and connect with people in your market.

No one wants to read a sales pitch.

Still, if you regularly share insights, learning, and industry updates that your ideal customers care about, you'll be able to build a following, grow your brand awareness, and leads with start coming to you because of your presence on the platform.

5. Find In-Market Buyers on Twitter

Twitter may not be the first place you think to go for prospecting.

However, if you're looking for in-market buyers, it's arguably the best social network to be on.

Due to the informal and engagement-focused system, decision-makers and company owners will regularly tweet out to their network, asking for product or service recommendations.

If you use the platform to build genuine connections, as well as monitoring for in-market buyers, it could be a valuable place to prospect.

You can also use tools like Hootsuite to monitor Twitter for brand mentions and conversations relevant to your brand.

Tools like Hootsuite can help you find relevant conversations to engage with on Twitter

6. Use Videos for High Engagement

If you want to build credibility and trust with your audience, putting a face to the name always helps.

7 in 10 B2B buyers watch a video during their buying process.

B2B buyers regularly watch 30+ minutes of video content when making decisions

Videos are a highly effective way to convey information, so if you can get your prospects to watch a video early on in their buying cycle, it's an ideal way to prospect.

You can share videos across your social media accounts, and they're generally viewed more favourably by the algorithms on most social media platforms, so you'll get more reach than usual.

You can even incorporate video into your cold email campaigns, recording and sending a short introductory video to qualified prospects.

7. Encourage Client Referrals

It's no surprise that referrals remain a great way to source new business.

92% of people trust referrals from people they know, so if you can get your existing customers to tell their friends it can be highly effective.

Referrals are a great way to build trust with prospects

It may not be traditional prospecting as you're relying on others to do the work for you, but you can encourage it.

Consider emailing existing customers asking if they know anyone your solution would be a good fit for or offer a financial incentive such as a commission-based referral program.

Tools to Help with B2B Prospecting

If you're looking to step up your prospecting game, you'll need the right tools for the job.

If you're prospecting on LinkedIn or Twitter, I'd recommend doing things manually. If you rely too heavily on tools automation

Find Relevant B2B Data with Leadiro

If you're going to be implementing prospecting strategies, including cold email or phone outreach, you'll need a source of B2B data.

Leadiro is for you.

Instantly identify relevant B2B decision-makers with Leadiro

Our platform allows you to access 41+ million business contacts with up-to-date contact details. You can filter by demographics, firmographics, and technographics to build a targeted list of prospects who you can then reach out to with relevant information.

Leadiro is the best way to connect with the key decision-makers you need to be talking to.

Click here to start your free trial today.

Other Useful B2B Prospecting Tools

There are great tools you can use in your prospecting efforts to help streamline your workflow and use your time most efficiently.

Here are some of our favourites:

  • Create quick and personalised sales videos with Loom
  • Send cold emails with tools like Mailshake
  • Run live webinars on Zoom and upload the recordings to YouTube
  • Monitor Twitter feeds for relevant Tweets with Hootsuite

Wrapping Up

Continuous sales prospecting is essential for any B2B business.

If you don't have leads coming in, you can't grow.

Luckily, these prospecting methods and strategies will help you and your team always have qualified leads approaching your business.

From social media to cold outreach, the strategies we've included here will help you move the needle and ensure you never see the day when your lead pipeline is empty.

This article was first published on
March 27, 2020
updated
March 27, 2020

David Scott

Senior Director - Projects, Marketing, Technology – With over 15 years’ experience in marketing, sales & lead generation David leads the strategic projects of the group.

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