Boost Your B2B Lead Generation
B2B Marketing Course
Helping you navigate the complexities of generating high-quality leads
Helping you navigate the complexities of generating high-quality leads
With marketing budgets getting tighter and the pressure on marketers increasing, it’s more important than ever to have solid lead generation strategies in place.
This course dives into the heart of B2B lead generation, focusing how to craft strategies that deliver, optimise marketing channels to their fullest potential, and build systems that are designed to scale.
Understanding how to map the B2B buyer journey, identifying key decision making factors and building a solid framework for lead generation is the focus of this module.
Plus, understand how to get marketing and sales teams on the same page when it comes to lead gen (we know this can be challenging!).
Module highlights:
Webinar: Understanding the B2B buyer journey: Key stages and decision-making factors
Template: Lead generation framework
How do you know which channels to use and optimise for B2B lead generation?
Audit the current channels you're using, align your channels for better lead generation and improve ROI through strategic resource allocation.
If you're receiving pushback about where you need to focus your lead generation efforts, this module will help you focus your resource and budget where it counts.
Module highlights:
Webinar: Maximising ROI: Strategic resource allocation
Template: Channel strategy planner
Now that you've covered the buyer journey and optimised your channels for effective lead generation, it's time to build the systems that make it all work seamlessly.
Understand how to build high-converting lead capture systems that work and use automation confidently to streamline lead capture and management.
Module highlights:
Webinar: Building scalable lead capture systems
Template: Lead capture audit worksheet
How do you define a good lead?
This module will help you to answer this exact question.
There's no point build lead capture systems and optimising your channels if you don't actually know which leads you should send on to the sales team and which ones are less likely to convert.
Perfecting the lead qualification process is a surefire way to build strong relationships between your marketing and sales teams.
Module highlights:
Webinar: Lead scoring & prioritising prospects
Template: Lead scoring model builder
PLUS learn common lead qualification mistakes and how to avoid them.
Develop your understanding of lead generation metrics so you know what to track and why.
This module will equip you with the tools and knowledge to confidently analyse lead generation data for better decision-making and overcome common challenges in measuring lead generation performance.
Packed with detailed webinars, written support and handy templates, this module will help you put your learning into action.
Module highlights:
Webinar: Optimising lead funnels with A/B testing and data insights
Template: Lead generation dashboard template
When you become a Girls in Marketing member, you can access the Boost Your B2B Lead Generation course and all of our other self-paced marketing courses, templates, and webinars, too!
Ruta Sudmantaite is a fractional CMO at Sudmant where she helps B2B businesses reach their next revenue goal with inbound marketing strategies that build their brand and generate leads.
Ruta has worked with clients ranging from small tech startups to unicorns and public companies, using her experience and passion for marketing to create impactful campaigns and content.
She is also a co-founder of Lava Metrics, a software solution that gives HubSpot users new reporting powers to set and track their pipeline goals, conversion rates, and historical snapshots.
Ruta also co-hosts the ‘Blame it on Marketing’ podcast with Emma, where they discuss and debunk marketing clichés and myths.
Emma Davies is the Founder of Advocitude, through which she has spent over four years transforming an idea into a trusted partner for B2B companies.
What started as a platform to explore Customer Advocacy and Community has evolved into a strategic marketing consultancy. Her mission is to help businesses execute impactful marketing strategies that are data-driven, aligned to their Ideal Customer Profiles (ICPs), and designed to make buying easier for their customers.
Alongside her work with Advocitude, she is also the Co-Founder and CEO of thesmia.ai which is an AI-powered Internal Comms Tool for delivering strategic internal communications that land.
She is also the co-host of the Blame it on Marketing podcast with Ruta!
B2B lead generation is generally more complex than B2C lead generation, with longer sales cycles and more decision makers.
Some of the differences between B2C lead generation and B2B lead generation include:
If sales and marketing aren’t on the same page, your lead gen, pipeline, and revenue will potentially all suffer.
If the marketing team provides poor quality leads or the sales team doesn't believe in the importance of the marketing team's role in generating leads, it's difficult to work together productively.
Improving your B2B lead generation will help both marketing and sales teams. It's a win win!
Having a solid understanding of how to generate leads and sales in any industry is important. There are differences between B2C and B2B but many of the foundations are the same.
Being able to create valuable content that resonates and adds value, targeting customers throughout various stages of the buyer journey and developing a deep understanding of your customer are all important experiences that can be applied to B2B lead generation.
If you want to optimise your channels and use them to generate maximum impact, you need to know what's working (and what's not!). That’s where a channel audit comes in!
By conducting a channel audit, you can begin to understand which areas are performing well and which areas are underperforming, which also helps you to better understand what purpose each channel should serve.
Though each lead generation campaign will have differences in how the leads are captured and the nurture process required, the one thing that will always be necessary is process planning.
You want to determine what the end goal is for each campaign, where your leads will convert, where in the funnel your leads will be, and what nurture will be appropriate.
This will enable you to evaluate whether your campaign has been successful or not.
This is where lead scoring comes in!
Lead scoring is when you assign values to leads based on quality indicators, which can streamline your processes by helping sales to focus on the best prospects first to drive better ROI and faster conversions.
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