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B2B lead generation leaders are…

B2B Lead generation is a massive industry, with countless verticals capturing qualified leads that can be sold to companies looking to acquire new customers. But according to The Black Report, only 17.3 per cent of companies actually reach their lead generation targets.

There are different lead generation verticals geared to different industries, but the most effective are those which attract numerous, deep-pocketed buyers with a high volume of search traffic (as opposed to a reliance on personal recommendations). A few of the standouts are the legal and education industry, in which the value of a converted lead is high. Some others are business and professional services (which reach 23.3 per cent of their targets), Technology (which reaches 21.4 per cent), and Financial services (which reach 41.7 per cent of their targets).

But what, beyond their demographics and size, do these markets have in common that leads them to perform better in B2B sales performance?

A few things.

People looking for legal services and educational opportunities are actively searching online and are typically heavy users of digital services, and therefore easier to reach with an online lead generation campaign. Sales lead generation is a better-established practice in financial and professional service industries, and digital lead generation has a long standing prevalence in technology industries, so the fact that these sectors are top performers in this area is understandable.

Manufacturing (where lead generation reaches just 7.7 per cent of their targets), and the healthcare and pharmaceutical industries (reaching just 12.5 per cent) are more recent adopters of lead generation, so there’s a learning curve there. In addition, these companies may have less marketing-oriented cultures, and may operate in environments with rigorous regulatory and privacy requirements that limit certain types of lead generation activities.

If this sounds like your company, you might need to retool your lead generation programs to get better results, and that means:

  • Examining channel choices, measuring ROI, eliminating what isn’t working, and doing more of what is.
  • Combining a mix of tactics anchored by relevant offers to build effectiveness across all channels.
  • Matching budget priorities to B2B sales objectives to ensure lead generation is sufficiently resourced.

If you are handling your own lead generation you have to find a way to bring sales, marketing and operations to the table to commit to a shared focus and accountability for topline growth. For some companies this is easier said than done, with teams widely dispersed or working remotely which can prove difficult to coordinate. Sometimes it makes more sense to get an outside lead generation company to put their focus and expertise to work for you.

A lead generation company can address specific needs, such as these:

  • If data acquisition is an issue, an expert can provide specific, targeted data matched to an ideal customer profile (industry, business size, geographic location, job title etc.).
  • If lead generation program strategy and planning is weak, an expert can create an efficient, systemized approach to lead sourcing, nurturing, qualifying and sales appointment booking.
  • If website results are limited, a digital lead generation expert can improve website metrics and develop digital advertising campaigns and optimized landing pages.
  • If outbound telemarketing isn’t getting results, a lead generation expert can get sales reps off the phone and in front of the right people.
  • If there’s a great story to tell, but it isn’t being told, a lead generation company with integrated marketing and communications expertise can help craft a compelling brand message and awareness-building campaigns.
  • For companies of every size, effective, ongoing sales lead generation is the foundation for sustained topline business growth. If it’s not on the radar as a key strategic priority, it should be.

Learn more about how we can help you with qualified B2B sales leads by contacting us.

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Insights and Ideas

Lead generation buyer personas, why and how to create them

Lead generation buyer personas are shorthand for the different types of individuals most likely to buy your products or services – basically fictional examples of your ideal customers, like IT Irene, Mechanic Mike, or Builder Bryan. Why are they helpful? Because having a deep understanding of who your target sales leads are will increase the chances of greater sales. It allows you to create the most suitable content to draw them in and win their trust and provides insights into the different solutions they are looking for. Developing buyer personas for lead generation might seem like an onerous task, but it doesn’t have to be if you follow a few steps. The strongest buyer personas are based on market research as well as your own internal intelligence gleaned from your interactions with clients. So let’s start there.

When it comes to lead generation, do your research

The first step in creating personas is to do some basic research so you completely understand where your B2B lead generation sales clients are coming from. That includes all of the unique industry challenges they have, like regulatory issues, currency fluctuations, export laws and other problems they typically come up against. Next, look at your own digital data to see trends. Facebook and Twitter analytics can help you discover the kinds of content customers are looking at, which in turn tells you the sorts of problems they have, and how your products and or services can solve them.

Talk to sales

Your frontline sales people will be a great source of information, so tap their knowledge to find out the types of customers and sales leads they interact with. Ask them what questions they hear consistently, and how they would characterize the types of customers they see.

Interview customers

Ideally you will speak to a customer from each industry that you serve, so you get a broad idea of what features help them the most, what caused them to look for a solution and why yours was the best. Alternatively, if you can speak to dissatisfied customers about why your product wasn’t a good fit for them, this helps clarify which personas you do serve well. This can also assist your company in improving the product or service so it becomes a better fit for more customers.

Create your buyer personas

Take all the learnings and apply them to creating buyer personas. They should include geographic and demographic information, the industry they work in and their position. Get to know their preferred way of researching and buying from a company. For instance, some buyers might enjoy doing their own deep research and then interact with a chatbot. Others might prefer a longer conversation with a live person who can walk them through their purchasing dilemma. For B2B companies, a persona should be created for every industry that you serve. Give each persona a name, find an image to represent them, and create cheatsheets for all of them with samples of the language and pitches to use for each of them. This helps ensure that everyone in the company is speaking the same language when having conversations with customers.

Buyer personas allow you to target marketing efforts to specific needs, behaviours and concerns, but it also helps to align every department in the company. If you would like to talk about buyer personas and other lead generation topics, contact us.

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Sales Team Performance

How to kickstart your lead generation campaign

The new year is for new beginnings and if your lead generation needs a reboot, now’s the right time to give it the attention it needs so the year ahead will be a success. Here are some helpful tips for the coming year that will help with your lead generation campaign.

Review your successes (and flops)

What were your goals for 2018? Did you want to build your subscriber list, boost sales, or raise awareness on social media? Were you working on new products or services and plan to start selling them this year? Whatever your objectives, a good way to begin every year is to do a bit of reflection. Pull relevant data and see what happened over the past 12 months. If something worked, try to understand why and build on those efforts this year. On the other hand, if something clearly didn’t work, it’s time to try something new.

Data analysis for any upcoming lead generation campaign

The most important asset of your marketing department is your database, where the lifeblood of your marketing and lead generation lies. The health of that information is paramount to your business’ success, so find the time to evaluate the age, source, quality and relevance of the content, as this will ensure you are equipped to make the right decisions going forward. Take some time this month to analyze and improve your database.

Know your market

A lot of sales teams handicap their own efforts by not fully understanding the motivations of their customers. Why someone is considering buying something is as important as when or where that decision might be made. Once you understand their reasons for buying something, you can effectively position your widget or service as the best one for their needs. No amount of time spent researching a buyer’s motivation is ever wasted. It’s how you will generate the most sales in the long run.

Sales loss analysis

Good sales loss analysis can help you see what you did well and where you went wrong in a previous sales situation. This includes lead generation, marketing, sales support, sales documentation, the sales team and managing the entire process. If any of these are fumbled you could lose the sale to a competitor. Feedback from the sales team is a good start but even more helpful is hiring an independent third party to solicit feedback from prospects at all stages of the sales and marketing process.

Keyword research

Think of keyword research as not just a means to an end – better SEO – but as essential information to aid your B2B sales and marketing efforts. Keywords are what your prospects use to research the products and services they are looking for, so they are paramount to your success. Spend time now doing this critical task to amass the best arsenal for the tasks ahead – not just for SEO purposes, but to be deployed in every aspect of your outreach.

Don’t believe the hype

There are hundreds of companies that will claim to know how to sell to your audience, but ultimately you are the best judge of that. If you study your market carefully and learn everything there is to know about how (and where) they start the buying process, you will know exactly how (and where) to target them. And no slick B2B marketing company can sell you anything else, because you will know exactly what you need to get the attention of your market.

360 Leads is purpose built to help B2B companies acquire more customers, deepen existing relationships and optimize sales team performance. Find out how we can help you hit all your targets in 2019.

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B2B Lead Generation Insights and Ideas Sales Team Performance

The lead generation company telesales stereotype debunked

Your next customer is only a call away. That is, if you or your lead generation company telesales team picks up the phone.

Needless to say, because of this, telemarketing or telesales gets a bad rep; those poorly-scripted calls are made in the hundreds if not thousands, from disengaged people focused on quantity and not quality. It’s a negative stereotype that’s hard to shake, but as a sales lead generation company who prides itself in the outbound calling campaigns we’ve successfully accomplished for our clients, we’ll put a hard stop on that right here.

Just check out these numbers:

  • The best performing sales lead generation channel by 44.7% was outbound telemarketing for top performing companies as found by The Black Report.
  • Another report found that 70% of B2B sales come from human interaction – 56% of these sales came from telemarketing.
  • B2B telemarketing is different than B2C telemarketing – The State of Inbound Marketing report found that B2B companies get twice as many leads from telemarketing than B2C companies.
  • The most annoying type of advertising at home was deemed telesales while at work it is deemed the LEAST annoying and favourable option.

How do you get telesales to work for your business?

  1. Who are your B2B sales targets? Review your data and ditch the quantity over quality stereotype. Do the research and know which verticals, locations, job titles and companies matter most to you. Do the people you’re calling have the capabilities to onboard what you’re offering? Doing the upfront thinking before your outbound calling campaign will help set the right targets.
  2. What is the purpose of the lead generation company telesales campaign or call? You can’t have your eye on the prize if you don’t know what the prize looks like. Whether you are selling a product, booking a qualified sales meeting or providing a service know the purpose and focused objective of the call. Even if your prospect isn’t interested, this gives you information to refocus your efforts elsewhere. Every call, whether you book a meeting or not provides immediate feedback.
  3. Are you listening? While the right script can propel your phone call from good to great, it’s essential to listen for an understanding of your prospect’s needs rather than just listening for the sake of responding. Don’t get wrapped up in your pitch and don’t go into automatic – the call should be a genuine, two-way conversation as this is the start of building and nurturing customer relationships.

It takes a positive, enthusiastic and master communicator to bridge the relationship between you and your prospective leads – we’re lucky to work with a few on the 360 Leads team.

Until then, turn the negative telemarketing perceptions on their heads with these three easy sales leads tips and your marketing and sales may see a positive return. We can help make that next great phone call for you, simply give us a shout.