Business to Business Lead Generation The First 6 Actionable Steps

While running a busy brokerage, it’s not

always easy to put aside enough time to

work on that all-valuable B2B lead

generation.

Here’s a quick six step guide to avoid the most

common pitfalls of insurance marketing and wasting

time on lead generation efforts that lack the focus

required to attract your target market.

To make your B2B lead generation efforts really

count, you need to develop your buyer personas and

create a clear plan of action to target them

effectively.

1. Start by identifying your Primary Buyers

What do they ‘look' like?

What industries are they primarily coming from?

What questions would they have about insurance?

Examining your present buyers helps you

to focus your efforts on those who are most likely to be

interested in your services.

2. Next you need to

think about their questions

Brainstorm your buyer personas:

Everything from their age range to their likely professional

experience is useful for getting a picture of who you’re

targeting.

Come up with answers to the questions they’re asking

How can your insurance products alleviate their problems?

What risks are they most concerned about?

Remember to consider the current issues that they may face

within their industry, as well as projected problems for the

future.

3. Now it’s time to develop these personas.

Use surveys and short interviews to get as much information as possible from your current client base.

A more personal option is to call your client list and ask if they have time to answer a few questions for your

brokerage.

All the data you gather - demographics, interests, and

locations - will help you to improve your personas and craft

new ones when necessary.

4. Our fourth tip is to Start Slow as you begin building your own personas.

One mistake often made is trying to create too many

personas, without truly understanding who they are or

having a clear distinction between the various characters in

their target audience.

One well-developed primary buyer persona is much more useful

than seven poorly developed and poorly researched ones.

Once you are capable of creating distinct, relevant personas,

you can expand your 'persona population.' Depending on the

needs of your brokerage, you could have anywhere between

two to six.

If your brokerage specialises in commercial insurance then

your range of buyer personas may include:

‘Corporate Cameron’

A CFO in charge of the company’s

insurance policy and renewals.

Does a lot of research as to know what he is talking about

during the tender process.’

‘Business Owner Barry’

Runs a family business with

5 - 20 staff.

Wants to make sure he's covered for everything, but is also

conscious of price.

‘New Business Neville’

Who has just started a new

business or purchased an existing one.

He doesn't know much about insurance and is vigilant in his research to ensure he understands the costs involved.

However Neville doesn’t understand the value of insurance.

If you provide products like professional indemnity

insurance to concentrated professions then your personas

might be more like:

“Construction Contractor Chris”

“Lawyer Luke”

or “Accountant Andrew”.

Always ask yourself :

What matters most to these people?

How can your brokerage help them achieve their goals?

5. Develop Content for Specific Personas

In addition to your regular blog and social media posts, you need more dynamic, value driven content to attract specific

buyer personas.

White papers, eBooks, webinars and informational videos are all hugely effective tools for lead conversion once you’ve

attracted a potential client.

Tailor your B2B lead generation efforts around your

well-developed personas by crafting lead magnets that directly

answer the needs of these buyer personas.

6. Analyse

and Refine

The final step is to analyse your marketing efforts

and then use that insight to refine your personas.

With tools like Google Analytics you can look at how

attractive your website content is; social media effectiveness

is easy to monitor through the number of likes, shares, and

retweets.

The more you know about how successful your lead generation efforts are, the more you can improve your

personas.

If you are not engaging the leads that you want,

then work on creating more insightful, well-researched buyer personas and content.

When you speak directly to your audience, they will listen.

To learn more about mastering the art of B2B lead generation download our free guide:

“Insurance Brokers Guide to Website Enhancement and Serious Lead Generation.”