Focusing on some essential factors of the trade will certainly help you run an effective and successful B2B lead generation campaign even in this age of extremely busy decision makers and ever-intensifying global competition. Have a complete, error-free contact list, train your sales reps to sound natural and knowledgeable, and keep extending your network to taste greater success.
B2B lead generation is the beginning of the sales process where the consumer starts to exhibit some interest in services or products offered by a business. Therefore, a lead is an individual or an organization that has the ability to become a customer. Lead generation can be understood as the initiation of the buying cycle. However, whether or not the prospect converts into a customer depends largely on how they are handled along the way, which is why it is important to qualify a lead before pursuing them.
Qualifying a Lead
Lead qualification parameters will be different for each organization. It is recommended that you must have a system that will help you to identify the potential of each lead and differentiate them accordingly. Here are some guidelines to help you qualify a lead:
- Define your customer qualities.
- Have a system in place to track their browsing behavior and conversations.
- Take a close look at hurdles that are preventing them from converting.
- Identify their preferred communication channels.
- Collect all the data at one place for better analysis and engagement.
What changes to make in lead generation strategy in 2019?
The era of digital marketing is upon us and every sunrise sees something new in the business landscape. The rate at which advancement is occurring has changed the whole marketing process and hence, b2b lead generation companies have to change their strategies too. Here are a few suggestions to help you stay at the top of your game in 2019.
- Improve your communication strategy.
Marketing is all about how better you communicate. An effective lead generation process benefits significantly if you have a seamless communication process in place. The modern-day communication requires live interaction. A good tool to achieve the same is live chat support or video call or co-browsing facility.
- Focus on Customer Relationship Management (CRM).
There is hardly any business in the modern world that is not using a CRM system. It is one of the vital requirements for any business to flourish today. CRM is a multi-layered system that makes it easier to track leads and opportunities. A typical CRM will include customer satisfaction, response, needs, loyalty, retention, and service.
- Do not ignore email marketing.
Email marketing is one of the oldest forms of marketing and B2B lead generation. It is one strategy that has stood the test of time. Some marketers still consider it the most effective tool for acquiring and nurturing leads. Data accumulated over the time suggests the same. It is one of the best lead generation and nurturing tools and used together with a CRM, it brings exceptional results.
- Organize speaking events.
Some industry experts believe that speaking events are the most effective psychological tool for lead generation. Therefore, it is suggested that you organize your own speaking event to interact with your audience. However, it must offer something of value like a new product launch, new changes to your brand, or some important announcements. Also, make sure you don’t take up much of others’ time.
- Diversify your content marketing efforts.
Content is the basis of almost all your B2B lead generation strategies. Users only buy content that is well-researched and valuable. In addition to making your content informative and valuable, diversify the type of content that you create. This means you need to create more than social media posts or advertisements. Create webinars, videos, infographics, and slideshares.
- Use support instead of sales.
Another effective strategy to improve your lead generation efforts is to replace the sales by support. For instance, instead of sending promotional content, choose co-browsing and help your customers make an informed decision. This strategy has proved to improve sales statistics considerably.
It is believed that a good lead generation strategy is not what you do but how you do it. It is very important to stay updated and keep upgrading your tactics to achieve the desired results. We are in an era when you need to shift your focus from business needs to buyers’ needs. Once you are able to understand and fulfill the needs of your customers, your business will expand. For more insights, get in touch with us.
The present-day business scenario with well-informed decision makers and ever-intensifying global competition makes the job of maximizing B2B lead generation tougher than ever for top companies like The Global Associates.
Investing in expensive technology often becomes inevitable today, however, boosting B2B lead generation successfully is still possible without putting too much burden on your coffers if you follow some basic fundamentals of the trade.
Using technology is imperative, but sales reps should not forget about the basic things they must do to achieve greater success.
You can make your B2B lead generation campaign a roaring success by following these fundamentals, and help your clients grow their businesses as well.
They have to invest huge sums of time and money in the deal, they won’t do it unless they trust and respect you.
Convince them about your good intentions and capabilities.
