31 May 2024

B2B lead generation: How-to with the matelso platform

Marketing in B2B companies: An introduction to lead generation

B2B lead generation: In the digital age, the ability to effectively generate leads is crucial for the success of B2B companies. But what is “B2B lead generation”? Put simply, it’s the process by which companies identify and attract potential customers in order to convert their interest in products or services into real business opportunities. This can involve a variety of tactics, from inbound marketing to personalized outreach.

In this article, we show how this process can look like using a specific B2B company in our matelso platform – the fictitious Windforce Service GmbH. The company offers specialized services, such as the maintenance of wind turbines.

For Windforce, targeted lead generation is essential to promote sustainable growth and lasting customer relationships. A well-thought-out lead generation process recognizes the specific needs of potential customers and offers tailor-made solutions. Rather than relying on random approaches, effective B2B lead generation uses targeted marketing data to identify and qualify relevant leads. This leads to higher conversion rates, improved customer retention and increased business performance. A key to this is the use of our matelso platform.

Step-by-step: B2B lead generation and campaign optimization with the matelso platform

Step 1: Identifying interested parties and approaching potential B2B leads

Identifying and approaching potential leads is a crucial step in B2B lead generation.

In our example with the company Windforce, it could look like this: Jan Hauer, the proud owner of a wind farm, comes to the Windforce website via a specially targeted measure or targeted content for lead generation. He requests a callback for the coming morning in order to receive a quote for the inspection of one of his turbines.

The business agent plays a central role in this scenario. After Jan Hauer has sent the contact form embedded by matelso on the Windforce website, his request (the lead) lands in the agent interface of the matelso platform – also known as the workspace or queue. Here the agent immediately sees all the relevant information – for example

  • the initial URL
  • the previous campaign
  • desired product
  • name of the lead
  • contact details of the lead

This enables targeted and informed communication.

The matelso platform workspace is designed not only to identify the lead, but also to address them efficiently through targeted queries and to determine their exact needs. This creates a personal and trusting basis, which is essential for successful B2B relationships and relevant leads. Integration into systems such as HubSpot also facilitates processing and documentation in the further course of the lead management process, which significantly increases the efficiency and effectiveness of lead generation.

Step 2: From prospect to conversation with B2B leads – insights into conversations with target groups

The path from initial interest to a qualified, high-quality B2B lead (marketing qualified leads) is often complex and requires carefully coordinated communication. A key moment in this process is the transition from an unknown lead to an actual personal conversation. Let’s stay with our example in the matelso platform: Here we see how such a conversation is conducted in real time and seamlessly integrated into HubSpot.

First, let’s look at the agent interface, which serves as the central tool for lead processing – and is ultimately the starting point for more leads. The interface allows the employee to not only enter and update additional contact details, but also to systematically store company data. This structured recording of data is crucial as it creates the basis for personalized communication and precise quotations.

In our example, we see a conversation between a Windforce Services employee and Jan Hauer. The Windforce sales employee processes Jan’s callback request and contacts him by phone. In the conversation, Jan confirms his interest in a wind turbine inspection and directly requests a quote. At this point, the agent has the opportunity not only to respond to the actual need of the potential customer, but also to present the services of Windforce Services in detail.

The results of the conversation are automatically transferred to HubSpot, where every step of the dialog is recorded and analyzed – and the lead is meaningfully evaluated in a consistent lead scoring process. Such data makes it possible to better understand customer interactions and adapt products and services specifically for the target group. This ultimately leads to increased customer satisfaction and loyalty by addressing the specific needs and requirements of the lead. This also improves lead nurturing and valuable prospects can be passed on to sales more quickly for further follow-up.

Step 3: B2B lead generation in sales: tracking and deal creation in HubSpot

When it comes to turning a promising contact into a concrete deal, CRM systems such as HubSpot play a crucial role. In our example, we see how systematic follow-up and deal creation works seamlessly. After a successful conversation where our agent has spoken to the lead, a new contact is immediately created in HubSpot.

The details of the conversation, including the confirmation of an offer of 2300 euros for an inspection, are stored directly in the CRM. This includes not only the lead’s contact details and company affiliation, but also specific notes on the conversation that were recorded during the sales call. These notes are crucial as they allow other team members to quickly understand the context of the deal and, if the contact is passed from one agent to another, to build on it efficiently.

In addition to note creation, a deal is created in HubSpot that accurately represents the agreed price and specific services. This deal is entered in the corresponding “quote created” pipeline and is continuously updated as new information arises. By capturing lead data in this structured and detail-oriented way, companies can ensure that no information is lost and that every interaction contributes to increasing the value of the lead.

This type of real-time data processing and analysis is not only efficient, but also allows B2B companies to optimize their offers in a precise and timely manner, ultimately leading to higher conversion rates and improved customer satisfaction.

Tracking and analyzing lead data in B2B marketing

Step 4: The role of Google Analytics in lead tracking and qualification

In B2B lead generation, the efficient use of analysis tools plays a crucial role in measuring and optimizing the success of marketing campaigns. A key tool for this is Google Analytics 4, which enables detailed tracking of leads and their behavior. In our example, we can see how a special event is created in Google Analytics after the successful completion of a sales call: the New Inspection Quotation. This event is triggered automatically as soon as the deal is created in HubSpot and the corresponding conversation is completed in the matelso platform.

The particular strength of Google Analytics lies in its ability to not only record when and how often such events take place, but also to transmit detailed parameters. For example:

  • the deal phase
  • the advertised product
  • the associated communication type
  • purchase and communication history

Such data helps to precisely track and analyze the lead’s path through the sales pipeline. This then also enables marketing teams to target and optimize their measures to the most effective strategies, as they now understand which interactions lead to conversions and what the customer journey should look like. By systematically analyzing this data, we can not only improve the ROI of our campaigns, but also improve the customer experience through targeted and personalized outreach.

Steps 5 and 6: Further development of the offer and contract conclusion – generating sales qualified leads

In the area of B2B lead generation, it is always important to ensure the flexibility of offers in order to be able to respond to the specific needs and requirements of customers. A striking example of this is the evolution of a simple inspection offer into a comprehensive maintenance contract, as we see in the case of Windforce.

After originally requesting an inspection for one of their wind turbines, the potential customer decided to extend the offer to a full maintenance contract. He made this decision after a successful consultation where the details and benefits of such a contract were clearly communicated. This shows the importance of open communication and understanding the customer’s needs in the lead generation process.

The change to the maintenance contract was not only documented in the matelso platform, but also in HubSpot, where the deal was updated accordingly. The new contract now included 8400 euros worth of services, reflected in the deal phase ‘Offer created’. This step shows how seamlessly information can flow between different platforms to maintain a constant overview and control over the sales process.

Finally, the contract was physically signed at Windforce Services’ premises, formalising the deal. This offline event was also meticulously logged in the systems to fully and accurately capture the deal history. Such detailed records are essential to ensure the efficiency of lead generation, lead processing and customer satisfaction.

Efficient tools and measures for B2B companies

In our practical example, we have seen how systematic B2B lead generation can not only be made more efficient, but also more customer-oriented. By using advanced tools such as HubSpot and Google Analytics 4, we were able to seamlessly track every step of the process – from the initial contact to the conclusion of a maintenance contract. This transparent approach allows us to respond to the needs of potential customers at any time and to tailor our offering precisely.

A key advantage of this method is the ability to continuously analyze and interpret the collected data. Data analysis not only gives us insight into which strategies are most effective, but also how we can optimize future B2B lead campaigns to improve conversion rates. For example, analyzing call transcripts and response to specific offers shows which approaches resonate the most.

Continuously adapting and optimizing lead generation based on real data is the key to success in a highly competitive market. In the future, we will be able to use AI-driven analytics to more accurately predict which leads are most likely to close and how to best deploy our resources to achieve maximum effectiveness. This will make B2B lead generation not only more reactive, but also more proactive and customer-centric.

Generate B2B leads with the matelso platform – the tool for lead generation in B2B

The role of technology in B2B lead generation is crucial for modern business success. Our experience with the matelso platform and its integration with HubSpot, Google Analytics 4 and Google Ads shows how essential precise tools are. By combining technology and efficient processes, companies can respond quickly and effectively to customer needs, increase efficiency and ultimately close more deals. This combination is the key to surviving and growing in a highly competitive market environment.

May 31, 2024

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