Stop Wasting Money: Buy B2B Leads For HR Software That Actually Convert
Summary:
Buying leads can be a gamble. You might get it right or waste your money and be left with worthless leads. Let's see how you can generate quality leads and where you can buy them in the safest way possible.
Buying B2B Leads Vs. Lead Generation
Lead generation is usually a time-consuming process that requires the implementation of several marketing tactics. That's why buying leads is an avenue for many eLearning and HR businesses to gather potential customers the quick and easy way. At least, that's what they believe. When you buy B2B leads, you have to be very careful about the provider you choose, as not everyone out there offers high-quality and verified contact information. Bought business leads have the potential to increase your conversions and boost brand awareness. However, they may also harm your reputation because you are cold-contacting people who have not consented to you calling or emailing them.
That's why most established and startup businesses choose the longer and safer path of generating business leads organically. As we will explain in depth later, fresh and evergreen content, gated assets, and unique offers bring new business leads genuinely interested in your brand and services. You let them come to you instead of surprising them in their inboxes without previous rapport. So, instead of trying to find where to buy leads, you should be wondering how to generate them.
Let's see how you can bring prospects to your company's doorstep and which lead providers are the most trustworthy.
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7 Ways To Generate High-Quality Leads For Your HR Software
1. Content Marketing And SEO
HR businesses usually require qualified and highly targeted leads. There is no better way to find sales leads than publishing and promoting content. Creating content like articles, eBooks, case studies, guides, and videos consistently helps you promote your product's benefits. However, captivating content without relevant keywords can't rank highly on Google and, therefore, can't generate organic traffic. For this reason, you need a Search Engine Optimization specialist who does keyword research and advises you on the best SEO practices for maximum visibility. With effective SEO, you can capture business leads during all funnel stages, from awareness to conversion.
When you've done everything you can to promote your content and don't want to buy B2B leads, you can invest in content syndication platforms. Research to identify the most relevant and trustworthy HR content libraries that can boost your visibility. For example, eLearning Industry offers a comprehensive eBook library where you can promote your creation. Having your eBook seen by thousands of targeted HR leads will bring people's eyes to you.
Are you struggling to rank organically on Google? Allow us to perform an SEO audit and see where you stand.
2. Account-Based Marketing
You won't have to buy B2B leads if you decide to follow the path of account-based marketing. HR software typically has longer sales cycles, and salespeople have to build rapport before converting clients. Instead of trying to capture the interest of the entire niche, identify a few key accounts and target their main decision-makers. Create content that appeals to their unique needs and challenges and invite them for an introductory call. Personalizing your messaging helps you generate targeted market leads and increases your chances of closing deals.
The top account-based marketing tactic you must implement is building your target account list (TAL). This might take time, but you can start small with a handful of high-intent accounts. This step requires close collaboration between marketing and sales so the former can understand who they're targeting. LinkedIn is the ideal place to locate your prospects and connect with them. Regardless of whether you've built rapport, you can send them a friendly message and initiate conversation. You may take a look at some of the brightest B2B customer service examples and implement their tricks to dazzle your customers.
3. PPC Campaigns
One of the main benefits of a market intelligence report is that it helps you identify your key competitors and their market share. But what does that have to do with PPC campaigns? Before creating your PPC promotional campaign, it's important to know what pain points your audience has with your competitors. Maybe their products are too expensive, or they lack accessibility and user-friendly features. You can leverage these drawbacks to differentiate your HR software and say how much better you are in these areas. You can even mention your competitors' names to make a direct comparison.
PPC campaigns may not provide you with lead generation lists, but they can help you increase visibility within your target audience. This is where PPC directory listings come into play. By listing your business in relevant directories and creating ads to appear at the top of the page, you attract qualified leads effortlessly. Imagine someone is searching for payroll software and visits eLearning Industry's corresponding directory. If you've paid for an ad, you'll appear above all other competitors and increase your number of clicks.
4. Lead Magnets And Gated Assets
When you buy B2B leads, you don't try to capture people's interest with lead magnet ideas. But if you decide to invest time and effort into lead generation practices, lead magnets are the gated assets you need. A lot of things serve as lead magnets, including eBooks, reports, guides, templates, webinars, and case studies. The goal is to lure people to give you their contact information in order to access the gated content. Once you attain your contacts and add them to your email list, you may segment them based on their demographics and unique characteristics. Therefore, your HR content marketing specialists can create relevant material that appeals to each persona's requirements.
However, don't use lead magnets deceptively. If your provided content is useless, these people will form a negative opinion about your brand and unsubscribe from your emails. You want your gated assets to be informative and useful to HR business leads. When your reputation is great, it's much easier to convince prospects to hand you their contact details.
5. Video Marketing
When was the last time you bought something after seeing a video ad on social media? The benefits of video marketing are not only visible in eCommerce but also in HR. Clients want to see how your software works before deciding to buy a subscription. Demos, tutorials, how-to guides, webinars, and short videos can captivate audiences and bring you good leads. You can offer a demo for free on your website or YouTube channel or record a demonar and use it as a gated asset. Webinars are a great idea for your audience to get to know who you are and ask their questions. You can even organize an online conference with discussion groups so HR professionals can expand their networks while being introduced to your software.
Keep in mind that a demo is something you show people toward the end of the buyer journey when they have a tiny list of potential suitors. This means that your demo has to be outstanding to blow their minds. Lastly, short-form videos can be used for social media engagement and visibility. You can crop your webinars into snippets and publish them to intrigue your followers.
6. Offer Free Trials And Unique Offers
Whether you decide to buy B2B leads or work on your SaaS lead generation techniques, leads won't magically convert. They still need nurturing and convincing. Once you establish good rapport and guide people toward the conversion stage, you may offer them something it's hard to say no to. Many companies offering content marketing services create personalized offers based on each client's budget and needs. For example, a company may not need all the features you provide, so you should customize your package and pricing to fit their needs.
Additionally, your small business leads often want to experience software before buying. You may offer them a limited free trial or a freemium. The former gives them a glimpse of your services for a few days but doesn't allow them to use all the features. This way, you intrigue them to buy the premium version so they can unlock all capabilities. On the other hand, a freemium is an unlimited version of your software that customers can use for a limited amount of time. During these processes, be there for people, offering guidance and onboarding.
7. Email Marketing And Nurturing
Email nurturing is a process that doesn't end even after you close a deal. Buying B2B leads doesn't make this part easier. For starters, you must segment your email list based on each buyer persona's needs, challenges, and various demographics. Once you do that, you can start setting up email drip campaigns that automatically send people specific messages after they take a certain action. For example, if someone requests a demo, they are probably close to converting. So, send them more case studies and testimonials. While drip campaigns are one of the best email marketing practices, don't rely too much on automation. Try to be personal and creative, especially with super hot leads that are on the verge of pressing "Buy now."
Another extremely beneficial tactic is lead scoring. Analyze your business leads and categorize them as cold, warm, and hot. Then, you can follow account-based marketing tactics to approach hot leads. You don't need to spend too much time or resources on cold leads. You may retarget them and wait until they warm up.
4 Legitimate Websites That Provide Good Leads
1. Leadsforce
Leadsforce is a provider compliant with the General Data Protection Regulation (GDPR) and Calculation and Scripting Language (CASL). This means that their sales lead lists are validated and legitimate. The company offers packages of 200 and 800 leads, but you can increase that number after you buy a package for $0.20 and $0.30 per lead, respectively. A tremendous benefit of the platform is that it allows you to segment your research using various filters to identify targeted leads.
2. Apollo
Apollo has a database with over 250 million data points, which you can research using specific filters depending on your needs. You can even integrate the platform with your customer relationship management (CRM) system to keep track of real-time lead behavior. It is one of the top places to find sales leads, as it uses a five-step verification system to validate its data. You can purchase the basic plan for $39, and the organization plan for $79 per month.
3. ZoomInfo
If you want to buy US-based B2B leads, ZoomInfo is one of your best options. Not only does it locate B2B leads, but it also verifies contact information and enriches its database with valuable insights. Its database includes 65 million phone numbers and 150 million verified email addresses. Additionally, you can set up your email drip campaigns on the platform and decide on the multi-touch sales cadences. The pricing is not available on the website.
4. Lusha
This tool focuses heavily on prospecting and bringing salespeople closer to qualified B2B business leads. Using various filters, you can find and buy targeted leads. This tool is also compliant with GDPR and the California Consumer Privacy Act (CCPA). Its browser extension is a wonderful feature that lets you gather contact information from LinkedIn, Salesforce, and basically any website. The Pro plan is $348, and the Premium plan is $612 per user.
Is Buying B2B Leads Safe And Legal?
Crafting effective B2B lead generation strategies is not an easy task. That's why many companies decide to buy business lists to save time and money. While this is legal, you always have to check whether a provider complies with GDPR regulations and local laws. GDPR sets strict rules on how providers can gather and use third-party data. Knowing all relevant anti-spam laws, opt-in processes, and do-not-call lists is how you avoid getting in the spam folder. But that's not the only threat when you buy B2B lists. Not all providers offer high-quality and verified data, meaning you might end up with old, unused emails and phone numbers. Also, you might call people who have expressed in the past that they do not want to be cold-contacted. Lastly, contacting spammy leads will only harm your reputation.
Why Lead Generation Is Better Than Buying Cold Leads
We already established where to buy leads and the dangers that come with this process. However, buying B2B leads is not a lead generation technique. Purchased leads have absolutely no connection to your brand, and they don't even know what you have to offer. It's harder to convince them your HR software is good for them, as they may have never even heard of your business. On the other hand, lead generation starts by building brand awareness and carefully creating trusting relationships. Customers go through a pathway of knowing who you are, what you offer, and why you can help them solve their issues. Also, your salespeople build rapport and can assist each client in a personalized and targeted way. Organic leads make a conscious decision to subscribe to your email list and receive news from you, meaning your emails are welcome.
Key Takeaway
Finding and nurturing B2B leads for your HR business are two crucial steps in your effort to increase sales. The market may be congested right now, but it doesn't mean that you should resort to buying contact information from lead generation sites. No matter how trustworthy a provider is, you never know whether leads want to hear from you. Implementing the best demand generation practices is your ideal pathway. These include content marketing, SEO, email marketing, gated assets and lead magnets, free trials, and personalized offers. Don't forget that video marketing is becoming a necessity in the B2B world, as clients are building a heavy presence online.
If, however, you are determined to buy new leads from a provider, do thorough research to find a partner that abides by all regulations and laws regarding data acquisition and usage. The last thing you want is to receive complaints and legal action from people who don't want to be contacted by you. And if you think that an unwanted email isn't that bad, think again. Many people don't just press delete. They mark an email as spam, something that decreases your address's reputation. So, your emails might start going straight to the junk folder.
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Buying B2B Leads FAQ
What are some red flags when buying B2B leads?
You should be wary of providers offering large databases for super low prices. If it seems too good to be true, it probably is. Also, when providers aren't transparent about the way they gather their leads, it may be because they're using unethical methods.
How can I best follow up with bought leads?
Personalization is the key here. If you're contacting someone for the first time, make sure to do your research and identify their needs and pain points so your discussion is targeted. First, check your local laws to ensure calls or emails without consent are allowed.
What KPIs should I track to measure purchased leads' success?
Conversion rates, lead quality, and ROI are three of the main KPIs you should measure consistently. If these are low, it's an indication that your lead generation techniques aren't working.
What is the cost of buying leads?
Providers usually sell leads per 10K, and their prices range from $10 to $100. However, the cheaper the price, the greater the chance these leads are not verified. Stick with providers who are transparent and offer slightly more expensive leads.
Originally published at eLearning Industry.com
