Humanising B2B Lead Generation

In the era of automation and AI tools, B2B inboxes have become more crowded and impersonal than ever. These tools are exceedingly effective for generic outreach, able to compile massive lists of companies based on designated keywords. However, this style of lead generation is devoid of nuance, burns potential relationships, and wastes resources. The focus on quantity has come at the expense of all quality.

This guide will explore how a human-centric approach, in conjunction with new technologies, is the future of B2B prospecting. Additionally, we’ll be covering best practices for B2B lead nurturing and precision targeting.

Precision Over Volume: Capturing High-Quality Leads

Refined Prospecting

Refining how you prospect leads is the first step in sourcing quality customers. As a business, you must look beyond the standard criteria of size, industry, or prominence. Capturing high-quality leads begins with defining your ideal customer profile (ICP); from cultural fit to specific pain points, you must narrow down which businesses would be perfect for your product or service. To that end, behavioural and intent data are far greater indicators of a business’s needs. 

How to Identify High-Intent Leads

Surface-level research on specific leads can help you identify those with potentially high intent to avail of your product or service. Official website activity, content engagement of key decision makers, and job postings can reveal specific needs in a potential client. Bringing these up during an initial interaction can show that you do your due diligence and are genuinely interested in servicing the needs of their business.

Authentic Engagement: The Human Touch

Contextual Relevance

Contextual relevance is necessary in making the most of your first impression. Opening with an unrelated cold pitch will be met with disinterest at best and an immediate dial tone at worst. Use the personalisation data you’ve collected on your identified leads to curate a genuine message that references recent events, news, or shared industry challenges that you can address. 

Showing them the inherent value of continuing your conversation will allow you to expand upon the ‘how’ and ‘why’ of the matter.

The Right Messenger

Finding the right person to speak with is just as important as knowing what to say; pitching the benefits of your B2B services to a receptionist is unlikely to be productive. The best case is to reach senior management, but that isn’t always possible. The alternative is finding subject matter experts within the business you’re prospecting. These experts are more likely to realise the value of your proposition and can connect you with the relevant decision makers within the company.

Relationship Building: Lead Nurturing Strategy

Whether it’s your first email or tenth call, it’s important to remember that most individuals will hear a sales pitch opener and hang up. Best practices for B2B lead nurturing require a shift in strategy; provide value through insights or solutions to current industry challenges before requesting a meeting. 

Multichannel continuity is key to minimising confusion and making your front-end messaging cohesive. Consistency in wording, style, and even colour scheme across email, LinkedIn, and phone outreach will ensure that any potential clients are certain the message is from you.

Knowledge-sharing events such as the Ortus Club’s executive roundtable discussions are excellent opportunities to connect with and nurture business relationships in a private, yet professional setting. 

Operationalising Humanity: Marketing Alignment

Sales and Marketing Alignment as the Foundation

Sales and marketing are always collaborative, but not always aligned. This is often the product of miscommunication or a lack of proper training in how to preserve brand tone across all channels. Remember, all the soft-toned, bright marketing you curate won’t mean anything if your sales teams present a different image.

Reputation is everything in B2B selling, and part of that is in how your sales teams approach their pitches. Aggressive selling is effective for short-term results, but runs the risk of alienating certain parties who are put off by this tone. Training sales teams to prioritise listening, empathy, and intentional outreach will be more effective for both nurturing relationships and building your brand’s reputation. Likewise, make sure that your marketing teams are not putting forward promises that the sales teams are unaware of or unable to follow through on.

Scaling the Human Element

When choosing a dedicated B2B lead generation agency, it’s important to find one that suits your particular needs, whilst preserving the tone, identity, and industry context of your brand. A greater quantity of leads coming in is certainly great for building outreach, but it’s important to retain quality and align the manner of lead generation with your marketing strategy.

The Future of B2B Value

Hopefully, these best practices for B2B lead nurturing provided valuable insights for you to leverage strategic partners and turn your volume into valuable business relationships. If there’s one thing we hope you take away from this guide, it’s that humanising your strategy is the most essential way to distinguish yourself in today’s highly competitive market and ensure you are capturing high-quality leads.

Looking to expand your professional network? Interested in meeting with fellow industry leaders to discuss industry developments? The Ortus Club curates B2B executive knowledge-sharing events and large-scale summits for you to attend or host. Inquire today!