B2B search best practices for lead generation

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Here's a startling statistic - ineffective prospecting accounts for 50 percent of wasted sales time.

The ultimate goal of lead generation is to nurture and convert leads into paying customers. This means that your lead generation strategies should be more than just finding a bunch of businesses to sell your business solutions to.

You need experiences that identify the right businesses whose needs you can meet so you can sell to them.


To that end, let's explore some of the best B2B prospecting practices to boost your lead generation efforts.

Market segmentation
Suppose you want to sell your solutions to two food amazon database manufacturing companies in the same location, both of which have 500 employees.

On the surface, these companies may look similar, but they may have different priorities and use different buyer decision processes .

For example, Company A may be looking for cost-cutting measures with key decisions from finance and a focus on technical details. On the other hand, Company B may be looking to enter new markets, have an IT purchasing committee, and prefer partnering relationships with vendors.


Using the same approach for both companies creates missed opportunities and wasted budgets. Through marketing segmentation, you can:

Target prospects effectively. You build profiles of relevant customers or those who are most profitable to help your team match real-life organizations with their relevant profiles.
Prioritize specific customers. Some customers are harder to sell to; others require extra care, and others are costly to manage overall. Through segmentation, you can personalize experiences to improve adoption, manage resources, and build customer loyalty.
Improve your marketing messages. With better profiles, you’ll have a better understanding of your prospects’ motivations, needs, and pain points, allowing you to create more resonant messages. You’ll be able to engage with different segments as peers, speak their language, and build your credibility.