B2B Lead Generation in the UK- How to Get Effectively Noticed

B2B Lead Generation in the UK: How to Get Effectively Noticed


B2B Lead Generation in the UK- How to Get Effectively Noticed


We all know United Kingdom for its contributions to the world of culture. Who could forget the impact of bands such as the Beatles and the Rolling Stones during the 60s? In addition, how can we ever fail to recognize the role of Jane Austen and Graham Greene in molding the modern novel?

If anything, these literary and musical giants post one essential fact about the UK: that it is a country that thrives on original ideas and an exceptional sense of style.

For B2B companies wanting to engage British businesses, this fact presents a grueling challenge. They often wonder, “How on earth can we make our brands more appealing to their tastes?”

Since B2B lead generation is all about building bridges and companies generally want to attract potential clients, it is vital to apply the right kind of approaches allowing these companies to engage the right kind of decision-makers in the UK market.


Here’s a list to start you off:


1). Social media engagement


Believe anyone who says that social media works for the B2B industry because at any rate, it does! A study by Weber Shandwick entitled Socialising your CEO: From Marginal to Mainstream, as much as 80% of global CEOs are engaged in social media, not discounting of course those in the UK. The report goes on to state that small and enterprise-sized businesses devote much of their time publishing their own news stories online all the while consuming someone else’s stories. Social media hands down will then be your best bet for luring high quality leads into your database. This depends however, on how you craft your social media strategy.

Related post: The Quintessential Guide to Effective Social Media Marketing


2). Using data profiling in your cold call campaign


Cold calling has always been the bane for many businesses in the UK. Strict regulations have been imposed to limit B2B telemarketing efforts, which have been known to cause “substantial damage or substantial distress” as mentioned in this BBC report. As a result, B2B marketers are gradually abandoning the telephone as an audience engagement and audience nurturing channel altogether, in effect failing to realize the full potential of telemarketing. On the other hand, they can implement a customer profiling system not only to engage the right kind of people, but for avoiding the wrong kind of people, i.e. businesses listed under the national do-not-call registry.

Related post:   Poor Conversions? Better Use Progressive Profiling

3). Outsource to a capable partner


If you’re not sure how to engage UK businesses properly and with relevance in mind, then you might find a valuable partner in a B2B lead generation company capable of reinforcing your marketing efforts via technical knowledge about the country’s business culture.


Check out this case study:

Integrated Campaign for UK’s Leading
Workflow Automation Solution


Struggling to Personalize your Content for UK Companies- Follow these Tips

Struggling to Personalise your Content for UK Companies? Follow these Tips

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 Struggling to Personalize your Content for UK Companies- Follow these Tips


Personalisation plays a key, if not essential, role in B2B lead generation. If we ask marketers today about the best way to engage potential clients, they would say “personalised content” right off the bat.


This is true regardless of a B2B company’s location and target audience. In the United Kingdom that is home to thousands of enterprises catering to a variety of industries, relevant and industry-specific content is the hottest thing since Benedict Cumberbatch.


But we’re not going to discuss that now (and especially not Cumberbatch). The most important concern right now is whether a B2B company in the UK is able to harness personalised content effectively. A recent survey shows a very bleak outlook.


B2BMareketing.net found out that 56 percent of 122 companies in the UK say they are struggling with personalised content, declaring that they do not tailor content based on the buyers’ journey, while just 16 per cent are able to identify individual profiles and serve them content based on their specific position.

So even if we absorb all this hype about personalised content in the UK, we are at most unaware of the actual realities that are currently at play. The survey implies that more than half of B2B companies lack a full understanding of creating content with high value to potential clients.



Related post: How to Conquer Complex Content Distribution for Lead Generation



But of course, problems like this can be avoided. Here are some tips you might want to apply to keep your B2B lead generation rolling with a regular stream of fresh and relevant content.


Be  minimalistic

If you want to attract a high number of visitors, then you might want to consider producing content in hefty quantities. More means better chances, right? Not necessarily because it’s a little known fact that giving your audience more information than it can chew only promises a waste of time and money. And not to mention a decline in quality, so you might want to keep your messages minimal instead.

Inform and educate

Compensate for the minimal amount of content you can produce by enhancing the educative aspect of your messages. Customers readily respond to anything that purports to teach them something new.

Get your profiles scrubbed

Don’t know what kind of information you want to publish? You can set up a customer profiling system to help you understand the immediate needs of your market and develop strategies to leverage these needs. Using such a software, along with applying the above tips, can effectively streamline your content campaign so you can struggle no longer.


You might also like:  B2B Commercial Cleaning: How to Make your Old Brand Lemony-Fresh


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Presenting LinkedIn’s Top Performing UK Brands

Presenting LinkedIn’s Top Performing UK Brands

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Presenting LinkedIn’s Top Performing UK Brands

Ever since it began operations, LinkedIn has become the platform of choice for professionals and businesses. And now with over 300 million users worldwide, there’s no question this social networking site enjoys the reputation of being a highly reliable tool for building bridges, constructing sturdy foundations, fishing for opportunities… you get the drift.

In terms of helping businesses expand, the site affords companies with an excellent avenue for promoting their brands and attracting high-quality leads. There are thousands of companies in the UK alone that use the site for audience engagement, and LinkedIn has been paying close attention to their successes.

You might also like:  Update your LinkedIn Profile for a Better Lead Generation

Update your LinkedIn Profile for a Better Lead Generation

Update your LinkedIn Profile for a Better Lead Generation

In fact, LinkedIn has listed the top ten performing UK brands for 2015:

1). EY: A private accounting firm that offers advisory services and helps companies “identify and capitalize on business opportunities”.

2). Hays: A company that specializes in professional recruitment, Hays provides skilled workers to over 244 offices in 33 countries.

3). BP: Energy giant BP owes much of its marketing successes to its efforts in tackling the need for cleaner energy. It has a strong content marketing campaign focusing on climate change and environmental safety.

4). Financial Times: Known to be a reliable source of information for the global business community, this news outlet has gained positive successes through publishing long form and highly detailed content on its LinkedIn profile.

5). McKinsey & Company: This consulting firm has tons of experience working with organizations from various sectors, from manufacturing to finance. It does so well in terms of creating relevant  content that touches on these specific demographics.

6). The Economist: Another media company on LinkedIn’s list, The Economist offers a good dose of analytical journalism for its audience consisting mainly of business leaders and influencers.

7). Michael Page: Along with Hays, Michael Page has been a major voice in the professional recruitment industry. Its reach is global, and that explains why it frequently promotes content in various languages, including French and Spanish.

8). Unilever: We all know this brand when we go out shopping for personal hygiene and food products. Quality-wise, it offers only the best – much like how it manages its content strategy by incorporating current trends and industry-related news.

9). Standard Chartered Bank: With around 1,600 branches world wide, this influential bank weighs in on current events impacting the world financial sector for its content marketing.

10). GSK: This leading research firm in the healthcare industry provides new developments in the pharmaceutical industry as well as stories about how healthcare entrepreneurs can offer better products for the community.


Source:    NEWS: LinkedIn announces the top 10 most influential brands


The Value of Market Segmentation to B2B Organizations in the UK

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The Value of Market Segmentation to B2B Organizations in the UK


If you are a B2B enterprise in the United Kingdom, you will most likely agree on how hard it is to find leads. In addition, if ever you come across a prospect, you would go considerable lengths in order to have it qualified for a sales appointment. It may sound easy, but imagine managing hundreds – or maybe thousands – of these individual decision-makers!

From telecommunications down to healthcare, B2B companies are unable to market their products and services effectively because of the fact that they are given a large volume of leads to pursue makes it all the more difficult to create messages that conform to the preferences of each one.

Because of this, marketers usually turn to better tactics to maximize their lead generation and appointment setting. One of these is audience segmentation.

To drive the point home, segmentation allows marketers to organize their campaigns by simply segregating their audiences into manageable groups based on demographic variables such as company size, budget, location, name and associated industry.

Specific advantages include:

  1. Better Revenue. Segmentation entails a massive spike in revenue, mostly because it involves engaging decision-makers who will sense the most value from your offers and have a greater chance at purchasing your product.
  2. Savings. Sending emails and conducting cold calls to generate B2B leads can cost you a ton of money. But with a segmented marketing list, you will be able to eliminate the possibility of send to the wrong prospects, thus resulting in dramatically bringing marketing costs down.
  3. Audience building. Forming long-term partnerships with potential clients is easier once you deliver the kind of messages they want to hear. By presenting targeted messages to the proper personalities, you will in a way get closer to your audience.
  4. Personalized and valuable messaging. It would sound redundant at this point, but let us all agree that segmentation is effective because it allows for the production of messages that are closer to actual issues faced by potential clients.

Lead generation is not always your typical cup of tea as the process involves more than three steps in order to come up with an effective marketing campaign. Similarly, segmenting your audience and updating them on a regular basis is a lot of work. In this case, you will need some form of help.

Implementing marketing automation software at this point would seem a wise option. But in order to drive better efficiency, you might need well trained and proficient marketing and sales staff to handle your lead generation and appointment setting campaigns.