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How can B2B lead generation be improved?



How can B2B lead generation be improved?


Leading and managing your team effectively requires knowing how they work, what motivates them, and which tactics will get their best performance. That’s why it's important to understand and anticipate all aspects of human behavior before implementing any strategy or tactic in order to achieve maximum results. This article focuses on one such aspect - generating more qualified sales leads.

If your company has been struggling with this issue, here are some useful tips that might help boost your efforts. The following five ideas have proven effective in improving our client's lead generation activity. The first idea involves developing an efficient marketing funnel, while the second suggests creating a dedicated lead-generation department. Finally, two other suggestions involve streamlining the lead qualification process as well as using technology tools.

Let’s start with the most popular way to generate new prospects – by leveraging online channels like social media platforms (Twitter, LinkedIn), video sharing sites (YouTube), blogging websites, etc.

By utilizing the right content marketing approach, you can build trust relationships with potential customers and grow your brand visibility. For example, you may post valuable educational white papers on topics related to your industry, provide free consultations via teleconference calls, host webinars, create blog posts, write informative articles published on reputable ezines, etc.

Once people see your expertise, they start looking at products/services you offer through different mediums available online. They then begin inquiring about those services through email and phone call. You could also use CRM software to track customer inquiries, convert visitors into clients, and nurture existing ones further. But if you want to ensure consistent growth in your revenue streams, make sure to regularly update your website content so it stays fresh.

Now let’s move onto another great way to increase your B2B leads – by establishing partnerships with influencers who share similar interests with your target audience. In today’s world where anyone can become an expert on almost anything thanks to the internet, finding someone whose opinion aligns with yours is easier than ever. When you partner up with experts in your niche, you not only gain access to their extensive network but also learn from their experience. Eventually, your reputation increases alongside theirs, thus boosting your credibility among prospective buyers.

Another key factor that affects your ability to attract new clients is having strong corporate identity, solid branding, and unique value proposition that clearly defines your offerings and helps differentiate yourself from competitors. So don't forget to put emphasis on building a memorable logo design and catchy tagline. Once your brand image becomes clear and recognizable, it allows you to stand apart from others in your field. Also, pay attention to designing colors, font styles, logos, graphics, videos, and photos associated with your product portfolio. By doing so, you'll present your brand as modern, trendy, and innovative.

When it comes to choosing a professional vendor, it's often better to go with one that works closely with multiple industries rather than just focusing on one specific type of business. That’s because when working with various types of companies, vendors tend to develop many long-lasting connections and acquire a wide range of skills and knowledge that benefit everyone involved. Moreover, being familiar with different businesses enables them to come up with creative solutions tailored specifically for each type of organization.

While researching and selecting a service provider, look beyond price points and consider factors like years of experience, level of training provided, and whether there are additional fees required after project implementation. If possible, find out whether your chosen provider offers 24/7 support. And finally, ask them about ongoing maintenance costs.

How can sales lead be improved?

According to research, 80% of consumers believe that businesses should engage in ethical practices. Therefore, you need to establish and uphold open lines of communication between your employees and customers whenever possible. Your goal should be to maintain transparency throughout the entire buying cycle.

For instance, if you're selling goods or providing consulting services, try showing interest in their personal lives and hobbies. Then listen carefully to what they say without interrupting them. As soon as they finish speaking, summarize their comments and take notes. However, avoid asking questions directly unless you know the answer beforehand. Afterward, show empathy and reflect back on everything discussed.

Also, keep updated records regarding every contact made with your current and past customers. It’ll help you stay connected even after closing transactions with them. With proper tracking, you can review previous conversations and spot recurring issues early on. Furthermore, send personalized thank-you letters periodically to remind your loyal followers about your existence.

Here’s something else worth mentioning. Try sending emails once per month to former clients who visited your site previously but didn’t buy anything. Don’t spam them though! Just mention that you received their visit and appreciate their feedback. Additionally, include links within the body of your message pointing toward your latest updates.

How can we improve the lead generation process?

One of the keys to success is identifying and eliminating unnecessary steps along the buyer journey. To maximize efficiency, automate repetitive tasks wherever possible. Use technology tools to handle routine administrative chores, including data entry, credit card processing, shipping, follow-up reminders, etc.

To speed things up, you can delegate responsibilities to your staff members who possess relevant qualifications and experience. While delegating duties, outline expectations and goals together with them, and give them enough time to complete projects assigned to them. At times, you may need to hire external resources to fill in gaps. But be careful not to overburden your teams. Remember that hiring freelancers doesn’t necessarily mean outsourcing your core competencies. On the contrary, you may end up paying too much money for labor that isn’t necessary.

In addition to automating processes, implement standard operating procedures (SOP) for your daily operations. Make sure to communicate SOPs to all stakeholders involved since they play critical roles in ensuring smooth flow of information.



How do you increase B2B demand generation?

The main reason behind poor conversion rates is lack of clarity and indecisiveness. Be decisive when making decisions, especially during initial phases of prospect interactions. Ask lots of questions to determine needs accurately.

Make sense of your own objectives and priorities based on your overall situation. Determine concrete action plans and set deadlines accordingly. Keep reminding yourself that decision-making takes time. Hence, don’t rush it and spend ample amount of time analyzing outcomes. Only after that, decide upon next actions and execute them promptly.

Additionally, never assume that prospects would automatically request proposals from several suppliers. Instead, identify ways to encourage them to submit RFPs. One good option is offering incentives like discounts, faster deliveries, priority handling, extended warranties, etc., depending on orders placed. These perks can motivate them to invest in your products and services.

Lastly, focus on nurturing existing clients instead of trying to win new ones. According to studies, 70 percent of purchases happen within three months of purchase date. So if you fail to retain your old customers, chances are higher that they’ll leave for greener pastures.

How can demand generation be increased?

You can significantly enhance your company's lead generation activities by enhancing its internal infrastructure. Start by upgrading your IT systems. Invest in reliable hardware and software designed to meet compliance standards and protect confidential data. Hire talented professionals with adequate skill sets and experience.

Moreover, train your workforce properly to prevent errors and omissions. Provide regular employee orientation sessions and seminars covering various areas, including cybersecurity concerns, basic legal requirements, HIPAA privacy laws, etc.

Finally, remember that no matter how brilliant your marketing plan is, it won’t bring you positive ROI if you neglect to monitor lead pipeline status. A good practice is setting aside certain hours weekly for checking in on incoming requests from leads. Take note of how fast they respond to messages sent to them. This step lets you assess response rates and adjust future campaigns accordingly.

As mentioned earlier, conducting market surveys is also essential for predicting trends and anticipating changes affecting consumer preferences. So, don’t hesitate to utilize both qualitative and quantitative methods to gather insightful information.

If you're in the market for new employees, or are looking to expand into another country, knowing how many people are interested in joining your company will help ensure you hire the right candidates and avoid hiring unqualified applicants. The same goes for businesses that want to grow their customer base or increase revenue through other means. Knowing exactly who's interested in what product or service helps them make decisions about where they should advertise, which marketing tactics work best, and whether they need more inventory or staff.

Leads play an integral role when it comes to growing any type of business. They provide information on potential customers' needs and interests so companies can determine if they have something valuable to offer others. While there are several ways to generate leads, only some methods produce good results. In this article, we'll discuss how improving lead quality of B2B works, as well as five methods for generating better leads for your B2B business.

How can you improve lead quality of B2B?

When starting a business, one of the most important things to consider is not just finding clients but also attracting the sort of clientele that fits with your mission statement. There are plenty of ways to find a target audience. You may already know your niche market very well, or perhaps you've tried reaching consumers directly by advertising online. But sometimes even the best-targeted advertisements won't do enough to attract prospects. This is because, while you may focus heavily on gaining attention from prospective buyers, advertisers tend to overlook certain details about those they hope to sell products to.

This is especially true of B2B companies. When selling goods to large corporations, small businesses often don't have direct contact with decision makers. Instead, they must rely on middlemen like account managers or brokers to connect them with someone within the company who has authority over making purchases. Because of this, many B2B marketers simply send promotional emails to everyone within a particular organization (regardless of job title) hoping a prospect might see their message. However, since anyone could potentially open such messages, this method doesn't guarantee success.

To get around this problem, you can try using targeted email campaigns instead of broadcasting to every employee at once. With a little research, you can identify relevant departments within organizations to reach out to first. For example, if you own a lawn care company, targeting landscapers would likely yield higher response rates than sending the same ad to all workers in general. By learning more about each person's position and expertise, you can tailor ads accordingly. And when creating content specifically geared toward a specific department, keep in mind its location and culture -- after all, no two workplaces function identically!

Another way to build stronger relationships is to create a list of contacts within various industries based on past interactions. If you regularly interact with representatives from different fields, ask them if they'd like to receive updates regarding future promotions. Then use social media platforms to share interesting articles and useful links related to your industry.

While building up trust and credibility among colleagues is essential for long-term growth, it can take time. Therefore, you shouldn't expect immediate results. Patience is key here. Asking people to sign up for free newsletters isn't a bad idea either, although it takes longer for visitors to feel comfortable giving away personal data. Some experts recommend offering incentives for signing up, such as discounts or exclusive deals on services or merchandise offered elsewhere. Additionally, keeping track of subscribers' preferences ensures you stay in touch with them without having to guess what kinds of offers they prefer.

With a little effort, you can quickly develop a strong network of connections across multiple areas. Once you start sharing helpful resources, news items, special announcements and events, etc., people will eventually begin opening your eNewsletters.

One popular strategy for improving lead quality is called "email drip." Using autoresponders, you can set up automated email sequences in order to promote a single item or theme over time. These emails contain timely information designed to draw readers back again and again. For instance, rather than promoting a new book or event, you could schedule emails containing excerpts from that publication or talk show episode, respectively. Over time, these pieces will gradually become familiar to followers and encourage them to click on links leading to purchasing options or additional info pages.

In addition to providing regular updates, adding testimonials to emails can boost reader loyalty and interest. Testimonial videos or pictures showing happy customers enjoying the benefits of using your product/service can go a long way towards convincing hesitant viewers to give it a chance. Likewise, images or photos taken in front of your logo can instantly establish brand recognition. Your followers will associate these types of posts with your product/services, helping them remember why they chose to buy from you in the first place.

Lastly, writing blog entries featuring informative tips and tricks for users can further strengthen ties between you and current fans. People appreciate hearing about new discoveries and innovations from reliable sources, so incorporating this tactic into your newsletter can motivate repeat visits and increased engagement.

How can B2B Lead Generation be improved?

Once you've established trust with your audience, you can now move onto getting them excited about buying whatever you happen to be pitching them. To achieve this, think about how you can add value to their daily lives. Consider topics that appeal to both present and future clients. Here are few examples:

How to save money on electricity costs

Tips for saving water during periods of drought

Ways to reduce waste created by food packaging materials

By focusing on issues affecting your target market, you'll appear much less self-interested and far more relatable. It goes beyond being eco-friendly, too. Being green is great, but unless you address concerns relating to health, employment, security, education, family life, housing, transportation, recreation, religion, politics, technology, and anything else individuals might prioritize above energy savings, you're missing the mark.

The goal of these efforts is to demonstrate that listening to customers' wants and needs makes sense financially, environmentally, emotionally, and practically. After all, if people didn't want solutions for these problems, wouldn't they seek out ones that do?

As mentioned before, developing meaningful relationships involves establishing rapport with superiors, coworkers, friends, neighbors, acquaintances, and strangers alike. One effective technique for doing this is networking. Networking allows you to meet new professionals who could end up becoming lifelong collaborators, so don't underestimate the power of meeting people face-to-face. Furthermore, attending conferences, trade shows, workshops, seminars, lectures, and similar events gives you the opportunity to hear firsthand about the latest trends and developments. Plus, if you attend conventions alone, you risk not actually engaging with attendees personally. On top of that, you never know when a random introduction could turn into a lucrative partnership down the road. So seize opportunities whenever possible, and always be willing to lend a hand.

Finally, while it's easy to assume that you can only improve lead quality via traditional channels, newer technologies can prove beneficial, too. Social networks like Twitter and Facebook allow people to engage with brands 24 hours per day, seven days per week. Other apps and tools enable businesses to easily collect leads and respond to inquiries from interested parties.

For instance, Google Alerts lets you monitor keywords associated with your field of interest on major search engines. Whenever someone searches for terms linked to your area of expertise, you'll immediately receive notifications letting you know of potential relevance. A tool like HubSpot CRM automatically sends follow-up emails to existing customers, encouraging them to check out your website or learn more about your services. Meanwhile, Sendible enables you to manage mailing lists for repeated communication.

And while these technological advances aren't meant to replace human interaction, they can definitely streamline processes and remove barriers to entry. Just remember to adapt to changes in demand, as well as changing consumer habits, otherwise you run the risk of alienating loyal followers.

How can we improve lead quality?

There are three main factors to consider when deciding how to optimize lead quality for your B2B enterprise. First, decide what kind of leads you want to pursue. Second, choose a platform to distribute your information. Third, customize your campaign according to your audience. Let's look at these points individually.

1. Identify what kind of leads you want to pursue.

Before putting together your next promotion, you should clearly define your ideal candidate profile. Do you want fresh graduates or experienced specialists? Would you prefer men or women? What age group should they belong to? Is ethnicity relevant? All of these questions relate to the goals of your business, so weigh them carefully to figure out what you need.

You can then narrow down your selection process by taking demographic surveys of your local community. Noticing that younger adults comprise 60 percent of your neighborhood population, you decide to launch a youth initiative aimed at boosting school spirit. Or maybe you notice that half of residents are female, resulting in a gender-specific program intended to attract females aged 18-35 years old. Such customization techniques maximize effectiveness and efficiency, ensuring that your investment yields maximum returns.

2. Choose a distribution channel.

There's no doubt that generating new prospects and clients is one of the most challenging tasks in marketing today, especially when it comes to growing an enterprise into something larger than just a local or regional company. But there are ways to improve this situation. Here we'll give some tips on how to generate more qualified leads for businesses of all sizes.

When it comes down to improving B2B lead generation, having strong knowledge about what works best will help you get started right away. The following paragraphs contain proven ideas for getting better results at low cost with minimal effort. They're based on years' worth of experience from different industries across many countries around the globe.

Here are four effective strategies for boosting your B2B lead flow:

1. Know Your Audience Well

The first thing you should consider if you want to succeed as a marketer is knowing who exactly you're targeting. When it comes to choosing your audience, make sure they fit your product or service category and have enough purchasing power. This way, you won't waste resources trying to promote products or services that aren't relevant. Also, try not to forget about their cultural backgrounds and other factors, such as where they live. Knowing them well helps you develop content that resonates specifically with them.

If you don't know your target audience very well yet, go through our article How To Choose A Target Market For Any Business Type. There, you'll learn everything necessary to start identifying potential customers and understand which ones are actually interested in your brand. Once you've got those basics covered, it's time to focus on developing a strategy for reaching them.

In addition to being able to identify your ideal customer profile (ICP), you also need to define your ideal client profile (ICC). These two profiles differ significantly since ICCs tend to represent bigger spenders while ICPs usually prefer cheaper options. It's important to keep both of these types in mind so you can create campaigns aimed at each specific group.

Once you know both ICP and ICC, you can begin planning your next campaign. You may find yourself wondering how to reach people whose needs match neither of these categories. In cases like that, you might want to consider using multi-channel marketing approaches instead.

But whatever type of consumer you're aiming for, remember that everyone has his own preferences and habits. So, even though your message may resonate initially, you shouldn't neglect testing various messages over several weeks before making any final decisions.

2. Create Content That Attracts Attention

Once you've identified your audience, you should think about creating content that hits home. Think about topics related to a certain theme or industry and write articles, blog posts, videos, etc., based on that information. Then optimize your material by adding images, infographics, charts, graphs, tables, or anything else that could potentially interest them.

You can also take advantage of social media channels to engage prospective buyers. If possible, include links to landing pages within your post descriptions so users can easily access the offer without leaving the platform. Be careful here because posting irrelevant promotional materials online doesn't work anymore thanks to anti-spam laws. However, there are still plenty of opportunities to achieve success with influencer marketing.

3. Use Email Marketing Campaigns Effectively

Email marketing allows you to stay connected to your audience 24/7, 365 days per year, regardless of location. As long as you provide valuable content, visitors wouldn't hesitate opening emails from you. Therefore, emailing provides unlimited possibilities when it comes to sending offers, promoting special deals, or announcing changes to current promotions.

Keep track of every piece of correspondence received via email and monitor its performance regularly. Find out how often readers open and read emails, whether or not they click on particular buttons, and check how much traffic goes back to your website after reading your newsletter. By doing this, you can adjust your future communications accordingly.

4. Take Advantage Of Automated Lead Generation Systems

Automated systems allow you to save money on hiring employees to handle tedious processes. Such tools let your team manage dozens of repetitive activities, including prospecting, nurturing, qualifying, converting, and upselling. And although automated systems can boost your productivity, only you can decide how to utilize them properly.

First things first, you shouldn't rely solely on software solutions to generate leads. Even if you opt for automation, always employ additional methods to gather fresh leads. One method involves holding contests, events, webinars, teleseminars, forums, or similar gatherings for attracting attention. Another option includes offering free trials or subscriptions. Both tactics involve giving something worthwhile away for less. Afterward, you can ask visitors to sign up for updates regarding your latest offerings.

It's best to choose an autoresponder system that suits your goals and budget. While general purpose platforms such as MailChimp, GetResponse, InfusionSoft, Vertical Response, Constant Contact, and others are available, you should select yours carefully depending on your requirements. With proper management, you can expect to receive higher conversion rates and lower bounce rate.

5. Learn From Others' Experience

One great source of inspiration for improving B2B lead generation is studying successful companies. Try analyzing their practices and see what makes them stand apart from competitors. Consider implementing elements that worked for them and avoid adopting unproven techniques.

For instance, did you know that some organizations conduct telemarketing calls on behalf of large corporations, but then charge small enterprises extra fees for outsourcing their efforts? Or perhaps you didn't realize that some big firms hire freelancers to send cold calls to potential leads? Whatever happened, you shouldn't tolerate such unethical practices. Instead, follow ethical lead gen procedures that ensure compliance with legislation.

Also, watch out for marketing scams that aim to trick consumers into believing they've won prizes or gotten discounts. Don't fall victim to bogus "free" trials that require credit card payments. Stay informed about trends in your field, and whenever you come across something suspicious, report it immediately. Otherwise, you risk losing precious funds.

What Are 4 Efficient Lead Generation Strategies for B2B Marketers?

As mentioned above, B2B marketers face numerous challenges when it comes to generating leads. Luckily, there are lots of reliable solutions that can solve almost every problem under the sun. Below, we list five key points to pay close attention to if you want to become a stronger leader.

Be Honest About What You Do

People nowadays demand transparency and honesty from brands. If you struggle delivering on promises or simply lie about your capabilities, chances are that they'll soon figure it out anyway. Remember that trustworthiness is essential to build solid relationships with clients.

Provide Value Above All Else

Your job isn't just limited to selling solutions. People buy goods and services from someone when they believe that person possesses value. Make sure that you add real value to your interactions with clients. Give them reasons why working with you is beneficial compared to competing vendors. If you can show that you care about their problems, you'll attract more followers eager to hear about your proposals.

Don't Forget About Follow Up & Nurturing

Follow ups play a vital role in establishing connections between brands and their audiences, and also in building trusting relationships. Keep in touch with customers periodically and respond quickly to inquiries. Don't leave anyone hanging. Answer questions honestly and openly. Providing timely responses builds confidence and shows professionalism. It's also smart to set reminders for upcoming meetings.

Create Reports On Performance Regularly

Take notes on past projects and analyze data collected during previous periods. Compare figures against records obtained earlier, and spot discrepancies early. Look for patterns, and determine causes behind poor outcomes. Based on this analysis, you can develop recommendations for improvement.

Stay Connected Through Social Media

Being presentable on social networks is highly useful for engaging with your audience. Post interesting pictures, share news stories, upload videos, and interact frequently with your fans. Using social media can bring positive results, so don't overlook it!



What strategies would you use to generate leads for a B2B business?

A lot depends on the size of your organization. Small businesses typically lack the means to implement complex lead generation programs, while medium-sized companies can afford to experiment with multiple strategies until finding something that works well. Larger companies generally possess the financial reserves needed for setting up comprehensive initiatives.

However, as far as effectiveness is concerned, it's hard to beat basic principles. First off, you must establish clear objectives, measure progress, and constantly enhance existing processes and routines.

Next, you ought to design lead capture forms that encourage visitors to fill them out voluntarily. Third, you need to evaluate incoming leads thoroughly to filter out unnecessary contacts. Finally, once you've managed to convert a percentage of prospects into paying customers, you must nurture them further.

This last step requires constant communication. Maintain regular contact with patrons, remind them of upcoming deadlines, and answer their questions promptly. Treat them fairly, and don't abuse this privilege. After all, patience pays off. Never rush to sell your wares. Always put your customers' interests first, and they'll eventually reward you with loyalty and repeat orders.

Which are the 4 steps of the lead generation process?

Lead generation consists of four main stages: acquisition, qualification, relationship development, and conversion. Let us briefly describe each of them below.


Author

Mathieu Picard

CEO, Anyleads, San Francisco

We are the leading marketing automation platform serving more than 100,000 businesses daily. We operate in 3 countries, based in San Francisco, New York, Paris & London.

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Anyleads
Enrichment data software to find emails

The perfect product to generate high quality leads from B2B to B2C.

  • Access / extract from more than +15M B2B companies.
  • Extact local businesses from Google Maps.
  • Find company domains from names.
  • Get all employees emails from a list of domains.
  • Send all the data to your CRM via Zapier.
illustration
Anyleads
Email, phone & social media extractor

Extract emails, phones on the page of websites and download it to Excel or CSV.

  • Upload a list of websites to extract emails.
  • Export phone numbers from landing page.
  • Export social media urls (Facebook, Instagram ..) from pages.
  • Export to CSV or Excel in one click.
  • Send the data to your CRM or other software.
illustration
Anyleads
Find emails from first name, last name and company name

Discover emails from a CSV from 3 columns (first name, last name, and company name).

  • Upload big batch of CSV online to find emails.
  • Email discovery is fast and build emails from patterns.
  • Find valid emails from 3 data points.
  • Export to CSV or Excel in one click.
  • Send the data collected to your CRM or any software.
illustration
Anyleads
Chatbot solution to capture and convert visitors into leads

Transform your visitors into leads by capturing information from them.

  • Install unlimited chatbot to capture unlimited leads.
  • Customize the scenario of your chatbot.
  • Customize the color, position and the widget.
  • Export the leads into Excel or CSV.
  • Send directly the leads captured to your CRM or any software.
illustration
Anyleads
Daily registered domains with leads information

Discover each day thousands of new companies registered on Internet.

  • Prospect new businesses registered on Internet.
  • Transfer leads to campaigns to send emails on it.
  • Thousands of new leads uploaded each day.
  • Export all the leads into Excel or CSV.
  • Send collected data to your CRM or other software.
illustration
Anyleads
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Capture reviews from visitors, and increase your reviews on Google and Facebook pages.

  • Install and customize the widget on your website.
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  • Export reviews into Excel or CSV.
  • Send reviews directly to your CRM.
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Anyleads
Sequence (cadence) / newsletter campaigns tool

Send newsletter or sales emails with automatic follow ups.

  • Create unlimited campaigns and connect unlimited senders.
  • Warm up feature to increase your deliverability.
  • Send personalized images with our image personalization tool.
  • Send events to your CRM such as opens, clicks and replies.
  • Generate more sales meeting with automatic follow ups.
illustration
Anyleads
API to prevent fake emails registration on your service

Each time someone registers to your service, ping this API to verify if the email is correct.

  • Verify if an email exists to prevent fake emails.
  • Export results into Excel or CSV.
  • Ping in real time our API or plug it in your system.
  • Instant email verification.
  • Send collected data to your CRM or other software.
illustration
Anyleads
Social proof notification widget tool

Generate and display notifications on your website to show random messages to your visitors. This will increase your sales and credibility.

  • Add unlimited websites.
  • Add unlimited notifications.
  • Create geo-targeted notifications.
  • Display random fake notifications.
  • Send collected data to your CRM or other software.
illustration
Anyleads
Extract B2B emails from B2B social media

Extract emails and contact from B2B social media. Find new leads in one click and create targeted lists.

  • Create unlimted lists, filter by country, industry, size and job title.
  • Hyper targeted lead generation.
  • Generate B2B and B2C lists in one click.
  • Super fast emails generation.
  • Send leads to your CRM or other software.