Step by step: how to attract B2B clients?

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Every new company operating in the B2B sector faces the challenge of acquiring new customers. In the IT industry, companies spend an average of $395 on marketing activities to sign a contract with a new contractor. This is the average cost of acquiring a potential customer - CPL ( Cost Per Lead ). Such a high amount of expenses is no longer surprising when we realize the value of a potential contract. Companies are ready to allocate significant budgets to various methods of acquiring new B2B customers, because the initially expensive establishment of a new business relationship pays off in the long run. A relatively cheap method of acquiring leads can be a pillar for building a competitive advantage.

B2B Lead: A potential person interested in our company's services can come from various sources. Often, it is the source of customer acquisition that has a direct impact on the acquisition cost.

There are currently two types of B2B cash app database in the industry: marketing leads, the so-called Inbound Lead , and sales leads, the so-called Outbound Lead.

The following article contains information about the factors that affect the cost of acquiring a customer in the B2B industry, but also about various types of lead generation methods.

Customer acquisition is a complex process that requires the use of multiple channels to reach out. Your goal is to build the best possible sales lead for the company, which will contribute to a higher number of acquired leads, i.e. customers potentially interested in your offer. See how to effectively generate B2B leads step by step.

Customer acquisition – strategy
Before you begin specific sales and marketing activities, you need to plan a strategy that best suits your company’s products and services. As the cost of acquiring a customer can vary, when planning a customer acquisition strategy, you should primarily focus on the right metrics that will ensure that the method you choose is cost-effective and scalable.

One of the key metrics used in this case is CAC: Customer Acquisition Cost . This metric allows us to estimate the costs incurred by the company to acquire a customer. The method for calculating CAC is to add up all marketing and sales costs and divide the result by the number of customers acquired.

The second very important metric is the aforementioned CPL – Cost per Lead. To estimate CPL, you also need to add up all the costs incurred by customer acquisition activities and divide them by the number of leads generated.

Another important metric is FCR – Funnel Conversion Rate . This metric shows the level of conversion of leads at different stages of the sales funnel. Here it is also worth analyzing FCR in terms of the lead source. This will allow you to assess whether, even if a given source has an attractive CPL, leads are still successfully converted into new customers.

Of course, there are many more marketing metrics. However, if you are just starting your adventure with sales and marketing and you are planning to acquire B2B customers, you need to know at least the three above.

Coming back to planning a customer acquisition strategy for your business, whether you work in the B2C or B2B sector, long-term planning is important. Many of the methods listed below take time. Their effect is felt on a certain scale, it takes time for the first results. It is important to include this in your strategy as it will have an impact on your direct sales results. As with the cost, so too with the effect: the speed of the first results depends on the source of the lead obtained. Most of the time, marketing activities give broader results, but it takes time. In the case of sales activities (Outbound Lead), the effects are much faster.