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B2B Lead Generation Insights and Ideas

Sales lead generation – 20 to-dos for 2020

By now, unless you’re taking an extended break (and lucky you if that’s the case), you’re back to work after the holidays trying to plan your sales lead generation strategies. While some of us come back to a mountain of deliverables, sometimes it can take a bit for sales leads to ramp up at the beginning of the year. Either way, the post-holiday slump is a real thing, with many of us still feeling the physical and financial overindulgence of the holidays, and, if you’re in the northern hemisphere, you’re probably already tired of the winter weather too. To help get some motivation and inspiration for your sales lead generation, here are 20 things you can do to kick your 2020 B2B demand generation strategy into gear.

1- Review what lead generation strategies worked.

With 2019 still fresh in your mind, it makes perfect sense to take a look at what your sales leads wins and losses had in common. Was there a process you used in your lead generation that was particularly successful? Were there any standout moments, good and bad? Now is the time to figure out what you want to keep doing, and what you’d like to avoid, this year and possibly forever.

2- Make some S.M.A.R.T. sales goals.

First seen in the November 1981 issue of Management Review by George T. Doran, and later made popular in Peter Drucker’s management by objectives concept, “SMART” is an acronym for:

  • Specific– target a specific area for improvement.
  • Measurable– quantify or at least suggest an indicator of progress.
  • Assignable– specify who will do it.
  • Realistic– state what results can realistically be achieved, given available resources.
  • Time-related– specify when the result(s) can be achieved.

There are also some variations of what each letter stands for, such as “Agreed, “Attainable and Achievable” for the “A” and “Relevant” or “Results-based” for the “R.” So feel free to customize them as you see fit.

3- Bring in the experts.

Sometimes a fresh and trained perspective makes a huge difference. Specialized lead generation companies like 360 Leads can help you find the gaps and the opportunities. They do this by taking a deep dive into every aspect of your sales lead management operations, from call shadowing and instructional support, to integrated sales lead generation campaigns and post-campaign follow-up.

4- Do some digital housecleaning.

Clean Out Your Computer Day is the second Monday in February (Feb 10), but you could always get a jump start on it now. A new year is a great time to organize your B2B sales leads files and folders. It’s a satisfying feeling to hit “delete” on junk files, duplicate files and old files and programs you’re no longer using.

 5- Reconnect with prospects that ghosted you.

Potential clients that weren’t interested last year, or were simply too busy to reply, might very well be interested now. A new year is a great opportunity to check in and say “happy new year” and ask what their goals are for 2020. And if you’re doing any “digital housecleaning,” cleaning out your email is also a great way to uncover some of these sales leads.

6- Engage in “Compliment Day” Jan 24.

Not that you really need an excuse to tell your coworkers that they’re doing a great job, but participating in Compliment Day on Jan 24 is a chance to have some fun with it. You can also take it beyond your own team and send out a complimentary note to your sales leads, partners and clients. You could even leave a positive online review for businesses you work with and hopefully they will return the favour.

7- Take a closer look at your customer service.

It’s been predicted that by 2020, customer service will overtake price and product as the key differentiator between brands. As outlined in this infographic, a whopping 86% of customers say they would pay more for better customer service and 91% said they would leave after a negative experience.

8- Make sure your website is “mobile responsive.”

If your website doesn’t work properly on a smartphone, this is something you should address ASAP. Stats show that 61% of customers likely won’t come back to a site that gave them trouble and 40% would use a competitor’s site. 66% of online shopping is via mobile (with that number steadily increasing) and more Google searches take place on mobile devices than computers in 10 countries. Among other Mobile Marketing Statistics Every Marketer Should Know, 91% of American adults have their smartphone within reach 24/7.

9- Review your insurance coverage.

As explained in this article from Forbes, “If you’re happy with how much your insurance costs, you’re not doing it right.” Business risks are changing rapidly and it’s important to make sure that you’re covered for things like cybersecurity.

 10- Reach out to new hires.

 As mentioned in this article about re-engaging prospects or qualified sales leads after the holidays, companies tend to hire a lot of new staff at the start of the year. A deal that stalled in Q4 could be revived through a new hire who is eager to add value to the company.

 11- Get some plants.

Besides just looking nice and helping you to get some “greenspace” indoors, scientific studies have actually proven that offices with plants make staff happier and more productive.

 12- Look for ways to give back.

Practicing CSR (Corporate Social Responsibility) is just smart for two major reasons: 1) you’ll feel good about doing it and 2) you’ll look good for doing it. It doesn’t even need to be particularly expensive – your team could participate in a volunteering event such as a food drive or donate blood as a group. (Fun fact: January is also blood donor month.)

13- Help your site get better SEO.

Did you know that 81% of customers do online research before buying but 75% never scroll past the first page of search engine results? There are many different tools out there to make your site more search engine friendly, such as Google Search Console (which is free!). It’s also very important to use a good hosting provider, make good use of keywords and keep your content fresh by updating it regularly.

14- Add a chatbot to your site.

As explained in this blog, a chatbot is a very effective inbound marketing technique for lead generation, as it can help your site’s visitors to find the information they’re looking for faster. If you do it right, it can be a very enjoyable and even entertaining experience for your target.

15- Write it down.

Handwriting Day is January 23, and it’s worth picking up a pen for. Various studies have shown that writing by hand, specifically expressive writing about thoughts, feelings and goals, can help to boost the happiness, health and productivity of your B2B sales team.

16- Make some cold calls.

Believe it or not, The Black Report, a survey of over 300 executives around the world, found that outbound telemarketing was their most effective lead generation marketing channel. In a digital world, there just is no substitute for a human being. This blog and this blog have some helpful tips to help you make the most of every call.

 17- Ask your best customers for referrals or reviews.

If you have happy, long-term and loyal customers, there’s an excellent chance they would recommend your business. Whether it’s a 5-star online review, being a reference for a potential prospect, or giving you some names of companies that they know could use your solution, you’ll never get what you don’t ask for… so just ask!

18- Learn about TOFU, MOFU and BOFU.

You likely know tofu as a soy-based vegan meat alternative and have no idea what the other two are, but TOFU, MOFU and BOFU are actually acronyms for targeted marketing: Top Of Funnel (traffic generation), Middle Of Funnel (demand generation) and Bottom Of Funnel (lead generation nurturing and customer acquisition). There is no such thing as “catchall content” anymore – you need to nurture your sales prospects (and support your sales team) at every stage in the lead generation game.

19- Keep remote workers engaged.

With the evolution of technology, B2B sales staff can do more remotely than ever before and working from home has become the norm for thousands of us. This article has some good tips on helping remote workers to be as effective and engaged as possible despite the distance, such as prioritizing one communication platform and sticking to a schedule.

 20- Celebrate “Fun at Work Day” Jan 31.

Sometimes the worst thing we can do is take ourselves too seriously. Nothing breaks the tension and helps with stress relief like a good laugh. In fact, playing at work has been actually proven to boost productivity by 20%! Fun at Work Day, held on the 4th Friday of January, is the perfect opportunity to plan something fun for your team.

Hopefully, one or more of these suggestions resonated with you, and you’ll consider making them part of your B2B sales lead generation process. No matter what, remember bonus tip 21: breathe. All we ever have is this moment, so make sure you’re always there for it. And if you need any help getting those new sales leads, contact us to find out more about our lead generation services. We wish you a prosperous lead generation year and successful 2020!

Categories
B2B Lead Generation Sales Team Performance

How to implement B2B sales lead scoring

Once you’ve got a reliable B2B sales lead pipeline, your focus shifts from getting those leads to identifying, nurturing, and closing them in order to make sales. But not all sales leads are created equal. You shouldn’t spend the same amount of time on every one that comes across your doorstep. Many companies have great website traffic, visitor engagement and repeat visitors that could all be considered warm leads. Developing specific scoring criteria on what is and isn’t a lead can be the difference between salespeople wasting their time and investing it against real prospects.

So how do you determine which ones are ready to commit to a purchase, which ones are lukewarm and need nurturing, and which are just kicking tires and not worth spending any time on?

Many advantages of a B2B sales lead scoring system

The way to answer those questions is to create a B2B sales lead scoring system. Lead scoring gives each one of those sales leads a ranking based on their activities – whether that’s on your website or through any of your content marketing devices, e.g. newsletters, social media posts or ads. The lead scorecard for each company will differ but not having one means there is no benchmark for determining what you classify as a sales-ready lead.

The power of scoring leads goes beyond simply boosting sales. You will find that it gives both sales and marketing a common language that helps to align them. Marketing will have a numerical value for each lead and can alter inbound marketing to target specific factors to generate more leads that meet specific criteria. It also allows marketing to better refine its messaging for top leads, testing approaches that might not work for less interested leads. For instance, you might be able to contact these leads more often or be more aggressive with your calls to action (CTAs). It also allows you to identify those highly satisfied customers who can act as champions for your company, especially when given encouragement through a targeted campaign.

How to keep B2B sales score

Setting up a scorecard can be relatively simple, by identifying the most important factors and giving them more weight than the “nice-to-haves.” First you need to establish the minimum criteria by which a customer is defined. These are qualifying characteristics, like: Must be in a specific service area, or Must be 21 years of age or older.  Then, identify the qualities that your targets usually possess. These are common but not necessarily essential, like the table stakes criteria we just discussed. The marketing department should be able to provide data here as they’ve likely done extensive research into who your typical customer is. Third step is to identify your ideal customer, those who the sales team would regard as having the most potential. What makes one prospect better than another? Someone in control of a certain size budget? A short timeframe in which to make a purchase?

Now that the characteristics have been listed it’s time to assess the behaviour of leads, the kinds of activities that suggest their level of interest and readiness to purchase. These activities are what moves them up or down the rankings, depending on the kind of activities they’ve engaged in and how frequently they’ve interacted.

Make a list of behaviours

Begin by listing all possible behaviour sales leads can engage in. While some behaviours are more important than others, it can be helpful to assign a point value to all behaviour (even if it is a very small value). So, don’t leave anything out just because it seems unimportant. Your scorecard should include site visits, fill forms, download requests, webinar participation and more. Here are some of the lead’s activities that earn points in the lead scoring model:

  • Visited a webpage
  • Number of website sessions
  • Participated in a webinar
  • Looked at pricing
  • Started a free trial
  • Filled out a contact form
  • Downloaded a lead magnet, like a white paper
  • Opened an email
  • Clicked on a link in a newsletter
  • Replied or forwarded an email
  • Shared content on social media

Some of these behaviors will be “critical conversion behaviours” (activities that most of your leads do prior to becoming customers). These might be things like signing up for a free trial or requesting a sales demo. A thorough analysis of your Google Analytics data should make these defining behaviours obvious.  Mark your critical conversion behaviours with a star so you can give them appropriate emphasis when it’s time to assign points to rules.

Assigning points

For most companies a straightforward 1-to-100-point model will be enough. For B2B lead generation, a company might want to use a thousand-digit ranking, giving small, medium and large businesses a 1, 2 and 3 first digit. So, a lead with a score of 3062 would be a large company with a 62-point score. Another technique is to define the three (or more) minimum criteria – “table stakes” – to be considered eligible as a lead. If you assign 100 points to each of these, and decide they need to have at least three of these essential characteristics to qualify, then a lead with a score of 435 would go into the pool, but one with a score of 282 would not. This ensures that a bad lead never makes its way to the sales team, no matter how many of the behaviours rules they trigger.

Reassess lead scoring criteria regularly

Setting up a sales lead scoring system can be as simple, or as complicated, as you can get, given your marketing data. You’ll have to tweak it as you use it and check it against conversions regularly to ensure you have set up a system that works. Remember: no matter how qualified a lead is, some will never convert. So be prepared to see some inconsistencies when reviewing results.

We know all about lead scoring because we’ve implemented it for dozens of our B2B clients in all kinds of industries. Learn more about how 360 Leads can help you put together a winning lead scoring system, by contacting us.

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B2B Lead Generation Channel Strategy

Truths for a successful LinkedIn sales campaign

We know a thing, or hundreds, about successful LinkedIn lead generation campaigns. Why hundreds? We shipped 720 free coffee mugs to IT professionals across Canada who engaged with our LinkedIn campaign for Toshiba, as part of a larger LinkedIn sales lead generation campaign.

Now what do free coffee mugs have to do with successful B2B lead generation? While there are many things, there are three absolutes that we know can drive a highly successful LinkedIn lead generation campaign. So successful, that LinkedIn wrote a case study about it.

#1 Develop a key customer insight for your LinkedIn lead generation campaign

IT professionals have a tough job. The users they support need their gear to work, and when it doesn’t, you know who they will call. Yes, they have a two-hour battery life for a three-hour presentation and can’t find their charger. Our strategy was to make the IT professional the ‘unsung hero’ dealing with IT challenges and inviting them to engage with Toshiba to make their life easier. LinkedIn display ads, Sponsored Updates and Sponsored InMail were all part of the LinkedIn lead generation strategy based on the key insight of ‘unsung hero’.

#2 Create some creative that breaks through

Snoresville creative puts people to sleep. IT people, like most people, have a sense of humor. And with a sometimes no-win job, a sense of fun is the antidote for a tough day. Creative lines like “Mr. Awesome IT Guy” or “World’s #1 IT Gal” supported a free mug give-away that drove people to a landing page. One creative execution had two display ads connected in a fashion where the animation poured coffee into the free mug. The point of the free mug was for users to self identify they received the mug and for Toshiba sales reps to visit the IT professional to deliver the mug and have an IT conversation. You can view some of the LinkedIn creative here.

#3 Target the right audience

Mass LinkedIn marketing campaigns aren’t right for most products, with Toshiba being no different. Promoting business laptops and filling the sales pipeline with qualified B2B sales leads means targeting IT professionals in mid-market and larger companies. Why sell one notebook when you could sell three thousand with a standardized chip set? LinkedIn offers an ability to be quite targeted in reaching the right audience by geography, job title and as granular as industry or company. Do you know who your ideal customer is? Toshiba did and our campaigns, LinkedIn and beyond, put a sales rep in front of them.

People often comment that LinkedIn is great for brand awareness but wonder if it generates qualified B2B sales leads. As a top B2B sales lead generation company, we can tell you that LinkedIn has its strengths; the key is how to take advantage of the platform to deliver maximum lead generation results. Great customer insights, killer creative and pin-point targeting are the best ways to utilize LinkedIn.

On Toshiba, how did we do?

  • We booked hundreds of sales meetings with qualified sales prospects
  • Delivered LinkedIn leads at a lesser cost than some other channels
  • Sponsored InMail CTR 2X LinkedIn average
  • LinkedIn campaign drove 7% of total qualified leads during the campaign periods

For more information on how 360 Leads can help drive inbound sales leads from LinkedIn or other digital media, please contact us. We can help grow your business.

Categories
B2B Lead Generation

Make your B2B sales lead generation campaign perform

Being active and engaging with new leads and prospects is a good way to fill your sales pipeline and garner new business, but how often are you measuring the performance of your B2B sales lead generation campaign?

There are several metrics to track in lead generation. The key is to map out your goals and prioritize the data that’s most relevant to your business objectives. Peter Drucker, author and modern business management guru is well known for this simple quote: “If you can’t measure it, you can’t improve it.” Whether it is to create solidify more face to face appointments, captures email or contact information, or drive traffic to your website, tactics in lead generation can be measured and give you what you need to enhance, improve and bolster your results.

Determine your metrics

Creating a B2B sales lead generation campaign can feel complicated on its own, but with the right objective and strategy can yield great results. What do these results look like? Are they hitting targets? Can they be improved? These are all questions that metrics can tell you. While the goals of each business will determine what to measure, there are a few common and self-explanatory ones that can easily applied in almost any B2B space when it comes to the performance of your lead generation campaign:

  1. Click-through Rate (CTR) – Determining the performance of a CTA
  2. Conversion Rate – Dividing total number of leads by total number of conversions
  3. Time to Conversion – The length of time it takes to turn an “audience member” into a paying customer.
  4. Average Close Rate – Determining the quality of your leads.

When delving deeper into more details as they pertain to marketing, cost and sales, the metrics are similar, looking at ROI, Cost Per Impression (CPI) or Cost Per Click (CPC), Customer Lifetime Value, Sales Qualified Leads etc. Whether your campaign has digital and non-digital elements (i.e. direct mail, telesales) metrics can be applied to actions to ensure you’re headed in the right direction.

Get help from a B2B sales lead generation company

Partnering with the right lead generation company will not only help with campaign strategies to grow leads and achieve results, it also leaves very little to chance – launching a campaign blindly hoping one or two tactics will yield conversions. At 360 Leads, we offer our clients support in securing new customers and increasing customer loyalty, but we also provide market analysis, insight-driven strategy and support in measuring campaigns. We also work with clients to optimize their sales force with training and lead funnel management. Essentially, a reputable lead generation company will do just that – generate qualified sales all while helping you track your result and provide analysis and reporting along the way. See how 360 Leads generated quality sales leads for our client Gray Tools.

What does success look like to you?

There have been many iterations of the phrase “you don’t know where you’re going until you know where you’ve been”. When applied in the sales world, metrics and analysis are not a burden, but rather stepping stones to lead your team to the next best step. Keeping consistent with reporting provides the feedback and data needed to tweak campaigns, tactics and strategy. Measuring the performance of your lead generation campaign is essentially mapping out your success.

Learn more about how we can help you boost your B2B sales campaign by contacting us.

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B2B Lead Generation Channel Strategy

Lead generation companies help convert leads into sales

To thrive in today’s world, companies need to move beyond the customer journey. To reach their full potential and earn loyal clients for life, companies need to maintain a permanent presence in the lives of their customers, an endless relationship not confined to separate episodes of actively considering a purchase. This is as true for B2B sales leads as it is for B2C and can be achieved with the help of certain lead generation companies.

Companies need to build a brand experience that lasts beyond the transaction and goes beyond a simple follow-up thank-you.

Consumers have embraced technology and have hundreds of interactions a day on their devices. But they want those interactions to be personal and increasingly expect them to be highly customized as well. Marketing guru Seth Godin describes this as the “connection economy”, and it’s not going away anytime soon. Companies that fully grasp this and look at their clients holistically will have the best chance of building a strongly loyal customer base. It’s not difficult to do but it requires going beyond the customer journey to a close examination of the entire brand experience you have created.

Know your audience

For lead generation in particular, not taking advantage of all the data points available is like wilfully operating with a blindfold on. Gather as much information about your customer base as possible. Ask: What do they care about beyond a certain product or service? What interests them more broadly? Then think about how you can legitimately align yourself with those interests. It’s not enough to just sell a product to them at the right time, you need to buttress that connection with information they can put to use in their working and personal lives. If you can create a brand identity that is about something bigger than the product itself, you strengthen your appeal among customers, while simultaneously attracting a whole new group of potential customers that connected with those deeper interests first. Remember: millennials look for brands that are different, open-minded and socially engaged. How are you presenting that to your potential buyers?

Get expert help from lead generation companies

A lead generation company not only helps you track and discover new sales leads, they can offer insight and strategy in building a better relationship with the clients you already have. Customer win-back and growth strategies nurture leads and relationships and result in more engagement. Engaging the services of B2B lead generation companies like 360 Leads can give you a winning game plan that builds on your company’s innate strengths.

Build trust

Position yourself as a thought leader in your industry without asking for anything in return. By offering free educational content you are becoming a trusted source of relevant and useful information. Better yet, make sure they know that you are available to them for advice, should they reach out for it. At the same time, make sure your company isn’t the hero at the centre of your content marketing. Today’s consumers are suspicious of overly aggressive marketing campaigns and they are looking for credibility and transparency. Above all, be useful!

Create meaningful touchpoints

Have a game plan that allows customers to become aware of you, learn about your unique value, sample your product or experience, understand how to get the most out of what they just bought from you, and refer you to their friends. That is the strategy that will deliver meaningful touchpoints for both client loyalty and repeat business.

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B2B Lead Generation Insights and Ideas Sales Team Performance

Lead generation company telesales stereotype totally 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.

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Insights and Ideas

Questions to ask a lead generation company

Whatever your sales and marketing funnel looks like, if you don’t get enough qualified sales leads, things will dry up and revenue will fall flat. If you are in this position, it might be time to consider hiring a lead generation company who will help combine sales lead generation and marketing strategy to help you sell more, acquire new customers and optimize your sales force Before signing on to a contract, here’s what to ask before hiring a lead generation company.

Does your company specialize in small or large businesses? B2B or B2C?

Ask this at the outset, so you get an idea in general terms of whether they are experienced in the kind of lead generation you need. If you’re a large B2B company with major accounts you likely have a sophisticated process of handling leads. The lead generation company you hire should have a higher level of expertise, precision and support to handle these high value sales leads. Typically, they will be talking to C-suite, upper-level decision makers, with a solution-oriented selling style focused on ROI for a long and complex business cycle.  If you are targeting smaller purchases of a commodity type with a shorter or non-existent sales cycle, you need a company that is well-versed at these sorts of leads. Additionally, there are major differences between B2B and B2C leads, so the company you’re considering should have experience dealing with these kinds of leads. Discuss expectations of how much of the sales funnel will be handled by this company. Many lead generation companies have a hand in lead nurturing as well, so it’s important to find out how they will work with your in-house sales team.

How do you define a “qualified lead”?

The more narrowly you define a qualified lead, the better, and their definition of a good prospect should align with your own. This is key to getting a smooth partnership going, and expectations will be based on a solid footing.

What types of lead generation company services do you provide?

Many lead generation companies have different approaches and methods. Think of the approaches you take and compare them with the strategies at play in a company you are considering hiring. One major decision is how much effort is to be spent on inbound versus outbound lead generation. Outbound is old school but can pay dividends. Inbound typically requires more digital marketing savvy. Some companies will provide tracking, reporting and support services. How much of this you will need is worth debating with colleagues.

Here is a list of typical services a lead generation company might offer:

  • SEO
  • social media
  • blogging
  • web page optimization
  • paid search
  • email marketing
  • outbound techniques like cold calling and pay-per-click
  • event promotion, content creation, B2B appointment setting

What is your costing structure?

You should already have a sense of your own cost per lead (CPL) or at least a ballpark figure. Lead generation companies should offer CPL estimates based on industry standards, and they should be similar or lower than your own. After all, they are experts at this, and their processes should be refined enough that they get efficient results without excessive overhead costs. Conversion rates and how far they are going to take your leads can matter as much as the quantity of leads. That’s why it’s important to understand their processes before you sign a contract.

What type of technology do you work with?

A lead generation company should have a full set of digital tools at the ready to automate, manage, and track all aspects of their services. Look for up-to-date technology and find out whether it can be easily integrated with your own, particularly your customer relationship management (CRM) system.

Ultimately, the main thing in asking questions is to find a company with transparency about their operations. If you find you’re getting vague answers to basic queries about their process, it’s best to say goodbye. If you are interested in partnering with 360 Leads to see if we might be the perfect fit, contact us today.

Categories
Insights and Ideas

How do lead generation companies get results

In one of our 360 Leads blog, we dispelled the negative connotations around telesales and explained why it’s an effective lead generation channel.

No one knows this better than sales lead generation companies. They are on the front lines (and on the phone lines) putting this method into practice everyday for 360 Leads and our clients. From companies in the manufacturing industry, to technology, agriculture, law firms and more, our sales lead generators connect with prospects across a wide variety of industries everyday.

Daisy Sidhu has been a sales lead generator with lead generation company 360 Leads for nearly five years. She was recognized as our Employee of the Year for 2017. Daisy is one of the first steps in connecting sales clients to their target customers and has been consistently successful at it. Here are Daisy’s top tips for calling prospects and making telesales work for your lead generation:

Be organized

“In my daily routine, I have to have my calendars ready, I have to know the availability of the sales reps or any changes,” Daisy said.

“It’s about organizing, you can’t just think ‘ok I’m going to work on Jacob, so I’ll just pick up the phone and start dialling’ – no, there’s more to it and my daily routine is not always the same, there are always changes coming on. You must be flexible.”

As clients are based anywhere from Canada, the United States and even Germany, Daisy says she always reviews not just who the sales reps are, but where they’re located and when they are free to meet prospects. She is in constant communication with team members to ensure everyone is on the same page. You can’t book a meeting or sell anything if you don’t have all the right info readily available.

Manage your time

“We get our weekly schedule with what campaigns we’re working on and who we’ll be calling. Right now I have 3 clients,” Daisy explains.

“I always try manage those hours and to keep in mind what is the best time for me to call for (certain clients) to book an sales appointment and what time will I be able to get a hold of the prospect.”

How do lead generators know when to call? It takes some experience, Daisy says.

“We work with a wide variety of clients; IT, transportation companies, manufacturers, service companies with each client you slowly, slowly figure out what’s the best time to get a hold of a prospect.”

For example, if you’re trying to get a hold of someone who works office hours you may not reach them after 9:30 a.m. Knowing the key times to call sales leads prospects helps Daisy divide her time between clients, allocating certain hours and time slots in her day for each client.

Don’t take it personal

“You need to be friendly and you need to be able to take the negative and the positive,” Daisy said.

“Sometimes they hang up on me, or right away they say ‘take me off your list, don’t call me again.’ I say it’s ok don’t take it personally, just move on to the next one. You can’t take it to heart because there’s a 100% chance that the receptionist of the next person on the next call will be equally as nice and it will make up for the previous bad experience you had.”

As a representative of not only 360 Leads, but the client as well, Daisy said it’s best to communicate in a conversational friendly manner, no matter what the B2B sales prospect’s response may be. While it’s easy to get disheartened by a bad call, take Daisy’s advice:

“Each call is a different experience and to be honest, I learn from each experience and I apply it to the next call.”

Make every call count

“A lead generator is not necessarily picking up the phone and making an enormous amount of calls – one call after another, it’s not a race, it’s slow paced,” Daisy said.

“I try to take it easy, make friends and make each call count. That’s what I always say, make each call count.”

Making a call adds a personal touch. While it may be the first time talking to a prospect you must converse as though you have done so many times with this person, Daisy says. At the end of her calls, Daisy always asks for the prospect’s email address. By already connecting through a call, a prospect is more likely to remember you and your company.

If you want to learn more about how telesales can help your lead generation, contact us today.

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Insights and Ideas

Lead generation that takes telesales to the next level

Telesales can be the start of a successful lead generation campaign – when you have the right lead generation company working for you.

The 360 Leads Black Report found that 44.7% of top performing companies rank telesales as their best lead generation channel. When you combine direct mail, digital marketing and a targeted campaign that gets your business in front of key decision makers, it’s no wonder that 76% of US and Canadian companies have applied multi-channel lead generation programs.

So, is telesales dead? Per our proven results, not in the slightest.

Creative outbound campaigns

The secret to creating meaningful outbound sales leads, is there is no secret. Simply put, the right B2B demand generation company will create a focused message, research your target markets and refine your value proposition. 360 Leads works with clients to produce creative outbound campaigns to achieve their objectives. Whether this means calls, direct mail, digital marketing or a combination of these methods, each campaign is specifically designed to grow sales leads and achieve results.

Win-back and retention

While reaching new customers is the focus for many lead generation campaigns, marketing to existing and former customers is just as beneficial for the bottom line. A win-back and retention strategy incorporated into a sales lead campaign means more avenues for more results. Don’t let leads cool off after that first conversion, instead— nurture, nurture, nurture. Here’s the proof: The 360 Leads Black Report found that companies who communicate three or more times with leads they generate are more than twice as effective at achieving their targets.

Targeting key decision makers

A blanket approach to telesales may not achieve results, but when an experienced demand generation company knows how to approach and execute telesales by doing the research to target decision makers you want to reach, results improve vastly. With outbound telemarketing sitting at the top of lead generation channels for top performing companies (The Black Report), it’s clear that even in a digital world telesales drives success. 360 Leads caters to clients in creating telesales campaigns on their own or combining them with insight-driven direct mail campaigns and/or digital marketing to ensure you are connecting with as many leads as possible.

How can we help

If you’d like to discuss how telesales and targeted marketing can increase your profitability, our lead generation company services can help. Contact us.

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B2B Lead Generation Insights and Ideas

The best marketing strategy might be sales lead generation

Brilliant marketers understand that qualified sales leads often start in the marketing department. According to The Black Report, a global sales lead generation study by 360 Leads, 72.8% of companies that excel at lead generation have a well-defined, clearly articulated value proposition. These companies know their story, and how to tell it.

Articulating the difference that a company can make for customers is vital. Taking that value proposition and expressing it in a way that’s clear, simple and compelling is something that great marketers know how to do very well; but here’s the gap:

Marketing professionals say their sales lead generation company activities are 35% more successful than sales professionals think they are, and when it comes to the top reasons why lead generation company campaigns don’t perform, they can’t wait to blame each other. But given the importance of developing communications to drive sales leads, marketers should be focused on the shortest distance to profitability.

Marketers need to consider that building a brand is not enough for their lead generation company efforts. In the B2B channel, creating meaningful conversations between professional sales people and qualified customers needs to be a marketer’s key objective.

How do successful companies do that?

The most effective sales lead generation company efforts use outbound telemarketing programs and effective social media. At least in the case of smaller companies. Larger corporations have bigger budgets, so they have a broader opportunity to reach their markets using events, conferences, trade shows, email marketing, direct marketing, and print advertising. They also have larger sales forces, and in most cases, simply because of scale alone, companies with larger sales forces are more effective than smaller sales forces. But size is not the stand-alone reason for more sales success; organizations with larger sales forces have a culture where they understand that marketing’s job is to support the effectiveness of the sales force.

How can marketing support the effectiveness of the salesforce?

For starters, companies who communicate three or more times with the leads they generate are 2.4 times more effective at achieving corporate targets. But most importantly, marketers must focus their communication efforts on the broader business development plan. This means carving out budgets and developing strategy to move the dial on creating qualified sales leads. It will increase profitability, get marketing efforts closer to the bottom line and stop the downward spiral of eroding marketing budgets year over year.

Ready to generate qualified leads for your sales team? Contact us.

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Channel Strategy

If you want sales leads, pay for the fans on social media

What is the appeal of social media for brands? Engaging potential sales leads? Starting conversations? Building communities? Not quite. Till recently, social media attracted marketers in large part because it was a totally free form of lead generation. Of course, that’s changed.

Now, if you want your brand messaging to get eyeballs and interactions, you’ve got to pay to play. That’s because most of the time, your content just isn’t going to go viral. Sure, there are viral phenomena that make the rounds of the Internet, but it’s crucial to remember that these are the exceptions—not something to rely on.

In a recent study, Sprinkler estimated that the average Facebook user is exposed to about 1,500 stories every time they log on, while the extra social user is exposed to 15,000. Every one of these stories has to compete against others for newsfeed real estate and user attention. Facebook’s algorithm determines which posts get prime positioning: it considers engagement potential and the investment made to drive engagement—sponsored posts get favoured. So, is the end of free social media a catastrophic loss or an untapped opportunity for sales lead generation? In fact, it’s a massive opportunity waiting to be harnessed through:

Promoted tweets for sales leads

Target the people you’re trying to reach by geography, interest and gender, and have your tweets appear in a feed, or in specific searches. Set a maximum amount to pay per click, follow, retweet, reply or favourite.

Promoted posts for sales leads

Get your message in front of the people who matter most by breaking through the clutter and building exposure with posts that appear higher and more often in Facebook newsfeeds.

LinkedIn ads for sales leads

Advertise B2B offerings on prominent pages to potential sales leads, targeting by job title and function, industry, company size, seniority and age, and groups. Choose between pay-per-click (PPC) to drive response and pay-per-impression (PPI) to build awareness. Maximize ROI with special offers, whitepapers, free trials and demos.

Instagram for sales leads

Benefit from an almost exclusively millennial audience and 58% more engagement than Facebook. According to Union Metrics, Taco Bell saw a 29% point gain in ad recall for the rollout of its breakfast menu, and its Instagram following jumped 45% during its month-long ad campaign.

Ready to get in the lead generation game? Talk to us at 360 Leads about where to start.