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


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.