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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!

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B2B Lead Generation Sales Team Performance Uncategorized

Lead generation 101: conquer fears of cold calling

The dreaded lead generation cold call. A recent study revealed that 48 per cent of B2B sales reps fear making them.  Even though sales forces are supposedly made up of outgoing extroverts who are happiest when approaching new prospects, the truth is, we’re all human. And none of us like the awkwardness that can result when a cold call goes sideways. Luckily, there are ways to prevent this from happening, which will also boost confidence among your sales people, and reduce the fear of picking up the phone. Lead generation 101 requires that you conquer fears of cold calling.

Don’t worry about sounding like a sales person

It’s what you do and it’s an honourable profession. Remember this truth about selling: you’re in business to improve someone’s life or their business. You’re a talented problem solver and by providing your product or service you are actively improving business processes or performance for your customers. You’re adding value to your prospect’s business, and in your first conversation you need to demonstrate this upfront with an example of how you can do this. For example, instead of calling a prospect and saying, “Hi, would you be interested in hearing about how my company can help your company?” start with something like this: “Hi, my company just released a research paper outlining three key ways to immediately improve profitability in your industry. I’d be happy to share it with you in an email.” Knowing that you’re providing valuable information to your prospects can go a long way towards removing the fear and anxiety you might have around B2B sales cold calling.

Practice makes perfect if you want sales leads

That takes care of the stigma some people feel at being in the sales business. But there is another fear, the fear of rejection, that keeps many people from initiating contact. Fear causes the blood to flow away from your brain’s frontal lobe so that the more reptilian part of your brain, the amygdala, takes over. The amygdala helps you fight or flee, not the kind of reactions you need to think and respond quickly, and definitely not the ideal state to be in when cold calling prospects. The way to alleviate this fear is to practice making calls for potential sales leads. Try role playing with coworkers, (who are likely experiencing the same pangs of fear), and you will not only get better at it, but you will feel more confident so that the fight or flight reaction goes away. To reduce your fear even further, try offering something to your prospect rather than asking something from them. Much less stressful and a better way to cultivate a relationship you want to last.

Cold calling is essential to lead generation

Cold calling is an essential part of B2B sales and to be successful you need to conquer your fears and get better at it. To overcome the fear of cold calling, see above. But if you’d rather leave the B2B lead generation and appointment setting to us, we’re happy to help out. Contact us today!

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B2B Lead Generation Insights and Ideas

Best social media for lead generation

Social media for lead generation is a driving force in many facets of our daily lives and for B2B marketers social media platforms are now the number one content marketing tactic – ahead of blogs, articles, e-newsletters, videos, podcasts, white papers and case studies that should be part of your overall lead generation efforts. In other words, if you’re not on it, you’re not in it. Yet some businesses are overwhelmed by all the social networks and think they need to have a presence on all of them. This would be a mistake, as it is difficult enough to have a meaningful presence on one platform, let alone all of them. You would be stretching your marketing resources too thin; instead, for lead generation, focus on the platforms where most of your potential customers are, and build your social media presence from there.

Start by looking at your audience and researching which social media networks they most commonly use, how they use them, and which platforms best fit your products or services. For B2B lead generation, LinkedIn, Twitter and Facebook are the best bets. People turn to these sites to interact with their peers and friends, hear the latest news, track the markets and keep up with developments in their fields. For many users, social media is a form of professional development where they come to learn about new products and services that can help them in their own business. This makes it an ideal place to position your brand as a valued contributor of information to elevate your visibility among potential customer and clients. It’s a sell-free environment, meaning you can communicate and cultivate sales leads without the pressure of having to close. It’s a long game but one that you absolutely must be in, so here are some tips to make the most of your time and effort on the social networks.

The three goals of a B2B social media strategy are to build brand awareness, showcase your expertise, and make B2B sales contacts. Here’s how to do it on the top three B2B social media networks.

LinkedIn

LinkedIn is perhaps the best platform for B2B lead generation, mainly because it’s filled with decision makers looking for ways to improve their business, find their own leads and strike up meaningful conversations. LinkedIn folks are receptive to a blog post that addresses something in their business that needs attention or a big fix. It’s also a place to stimulate thinking on aspects of their business they might not have thought about recently. One big bonus of this site is its notification system: whenever you visit a user’s LinkedIn profile that user is immediately alerted, and in most cases, they’ll check the profiles of anyone who’s viewed theirs. This acts as an introduction service, which is key for building awareness of your company before you actually initiate first contact. You can see which groups your target audience is a member of and can see what they’ve posted recently or commented on. This is invaluable in getting to know your prospects. Comment on their shared content, post your own relevant content and act as a friendly authority on the subject matter.

Twitter

A favourite of journalists, decision makers and a certain U.S. president, Twitter is where thousands of conversations are happening all at once. You will want to stay on top of your timeline so you can make contributions on a regular basis, whether that’s commenting on shared content, retweeting tweets and hashtagging keywords relevant to your industry, or following key people. One way to organize Twitter accounts you follow is by creating lists. You can create your own lists or subscribe to lists created by others. Viewing a list timeline will show you a stream of Tweets from only the accounts on that list so you don’t have to scroll through hundreds of general, and likely unrelated, tweets. For instance, if you’re in the automotive parts business, you could create a list of Manufacturers, another one called Automotive journalists, a third called Competitors. If you want to see what your competitors are tweeting, a list can make it easier to catch up on conversations. It takes a bit of organizing, but it is incredibly helpful if you want to use Twitter strategically instead of getting lost reading Twitter tirades and all the replies. Smartly crafted feeds can also be a great tool for social listening, especially if you’ve curated lists of your competitors. In addition to monitoring tweets, lists offer another way to keep tabs on the competition. From each competitor’s profile page, you can see what lists they’re subscribed to, and what lists they’re included on. This can give you valuable information about who your competitors are keeping an eye on and interacting with, so you can do the same.

Facebook for lead generation

If you think the world’s most popular social media network isn’t the place for B2B marketing, think again. Beyond brand and reputation management, with its massive audience and engagement, Facebook also provides invaluable advertising intelligence about your audience. Imagine using Facebook retargeting to show ads only to people who have visited your website. There are reams of data available once you establish a presence. Be aware of shameless self-promotion, or just posting offers or coupons. The idea is to sell your company’s story, provide useful information, and never try to fool your audience. Be honest, human and transparent and your audience will appreciate your candor and trust your insights.

By now you now that B2B social media works better as a tool that you can use to influence your sales targets, rather than a channel to direct conversions. Because social networking sites so thoroughly blend personal and professional interactions, it’s vital to never come across as a spambot fishing for leads. Instead, you should make a genuine effort to join conversations, add value to them, and in doing so present your brand in the best possible light. The ultimate goal is to ensure that each of your potential clients has laid eyes on your brand before you initiate first contact with them.

Find out how 360 Leads can help you harness the power of social media to generate B2B sales leads. Contact us today!

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B2B Lead Generation Uncategorized

Marketing KPIs for B2B sales growth

Do you know whether your marketing is working for your B2B sales growth efforts? Whether it’s improving, or it needs assistance? Without a set of key performance indicators (KPIs) it’s impossible to gauge the effectiveness of your marketing efforts and determine whether you might need some lead generation assistance to boost B2B sales.

KPIs exist in every industry, but some are more revealing than others. Not all KPIs will have applicability to B2B sales and lead generation, and old school metrics like brand awareness or impressions aren’t as helpful as they were once thought to be. Here are some of the essential marketing KPIs that will give you clarity on whether your current marketing and lead generation efforts are paying off.

B2B Sales Growth

After all is said and done, the best way to measure the effectiveness of marketing is by seeing a concurrent uptick in sales growth. As you look at the trend, think of which marketing efforts have been applied in that period, and you will start to get a sense of which marketing tactics are contributing to growth and which aren’t moving the needle. Sales figures are something to share with the entire team so that all employees, regardless of their role, have the same goal: to drive sales skyward.

Cost of Customer Acquisition (COCA)

This is the cost of convincing a prospective customer to buy a product or service from you. For example, if you spent $100,000 on sales and marketing in a month and this resulted in 10 purchases, then your COCA would be $10,000. As your marketing strategy improves, this number should go down and each customer should cost less to acquire.

Lifetime Value of a Customer (LTV)

While it’s not an exact science, the lifetime value of a customer is worth figuring out. Add up all sales your average customer has initiated over the course of your relationship and use this equation to find out the LTV of your average customer: revenue x gross margin x average # of repeat purchases.

Sales Team Response Time

Because the quality of a B2B sales lead degrades over time, sales response times are incredibly important. Yet, according to a study of the effect of sales response time on lead close rates, B2B leads typically receive shockingly slow response rates from sales teams, much slower than B2C leads. Perhaps there is less urgency in the world of B2B, but the fact is, the longer the gap between receiving a sales lead and responding to it, the less likely the sale will close. In fact, the study showed that “firms that tried to contact potential customers within an hour of receiving a query were nearly seven times as likely to qualify the lead (defined as having a meaningful conversation with a key decision maker) as those that tried to contact the customer even an hour later—and more than 60 times as likely as companies that waited 24 hours or longer.” So start tracking response times and try to close that gap; it’ll pay off.

Email Marketing KPIs

Your email marketing strategy is one of the key lifelines to your customers so it’s essential you know how well each and every email has done. The most relevant marketing KPIs are delivery rate, unsubscribe rate, the open rate, the click-through rate, the conversion rate and the number of forwards or shares it got. By tracking these and improving on them with each new piece of email, you will be cultivating your audience.

Social Media

The reach and engagement on your social media platforms is of vital importance because this is how you both distribute content and interact with potential customers. Certain platforms might not be where you get the best traction. Find out which platforms make sense for your audience and where you can build a following and concentrate on those.

Remember, if you don’t measure it, you can’t improve it. And if you are the marketing point person on your team, you need to be on top of it. Start with a few basic marketing KPIs and add to them as you become more proficient at assembling reports. We can help you get started.

At 360 Leads we use our expertise to deliver a constant B2B sales growth pipeline of qualified new business opportunities to our clients. If you’d like to chat about how we can turbocharge your current marketing efforts, contact us.

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B2B Lead Generation Sales Team Performance

Are you / is your team B2B sales ready?

You can lead a horse to water, but can you make it drink? That’s essentially what a sales team is up against when they are given B2B sales leads to convert. They might be used to dealing with pre-existing customers, but for a business to grow, sales teams must convince new prospects to buy from them. Are they ready to sell?

If your sales team needs some inspiration, here are some tips from seasoned sales pros that can help get conversion rates up.

Lead the conversation with a compelling story a buyer can relate to

The ability to create a narrative or a storyline is one of the greatest ways to improve lead conversion. Everyone has a story and is living it every day. A potential client feels more motivated to act when they can see how their story aligns with the story they are told by the sales representative. Mastering the art of creating a compelling narrative has the power to improve your sales overnight.

Stay true to yourself and your company and be honest about whether your offer aligns with the customer’s needs

Tell your prospects directly when you don’t have something they seek. When you depart from the hard sell, the client will be pleasantly surprised, and might give you more time as a result. It’s a way of developing trust that will help you improve your close percentages in the long run. In the meantime, you must be prepared to walk away from a sales deal knowing the time is not right.

To increase B2B sales lead conversions, ask pre-qualifying questions at the outset

This is essential, so your sales person isn’t wasting her time, or the buyer’s time. Sales reps often habitually skip over this critical step in the process and waste valuable time working leads that were never going to turn into sales. Honing the skill of asking questions to determine the quality of the lead ultimately enhances lead conversion and sales.

Do your research and be knowledgeable about the customer’s business/company

Show them what their world will look like after they’ve purchased your product or service. They will appreciate imagining the difference this purchase will make for their company and will be more inclined to buy. Plus, they could turn into evangelists for your own company if the sale makes them look good in their own manager’s eyes.

Following-up and persistence is key

While a sales rep must maximize the opportunity present in every meeting, it’s not always possible to close after the first conversation. Creating a schedule to get back to a sales lead is helpful so that they feel valued while sales keeps their eye on the prize.

You can have the most compelling marketing campaign in a century, but without well-trained B2B sales people picking up the baton and being able to deliver the right sales pitch to the right sales lead, marketing efforts could be wasted. If you’d like to learn how 360 Leads blends sales and marketing into a synergistic package for our clients, please give us a call.

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B2B Lead Generation Sales Team Performance

Do your B2B sales people control the conversation?

How many times has a sales person said that the B2B sales lead they received was unqualified, poor or just plain bad? Let’s face it, some sales leads really are poor. But many could be terrific if put in the hands of a well-equipped sales person who knows their business, has taken the time to understand their prospect’s business and can add real value. Real salespeople aren’t order-takers, they are value creators that represent the bigger value their company can bring to their sales prospect.

More B2B sales

There aren’t many B2B businesses who don’t want more sales. Earlier this week, a client of ours was asked by one of our people “what’s the quality of your salesforce?” The answer was a resounding, “meh”. Great – let’s get that salesforce more sales leads through a B2B sales lead generation program! While it’s true that more leads mean more chances to win the deal, it also means more opportunities missed if the sales team isn’t ready to add value.

A good sales methodology

A sales methodology that can apply to both sales relationship managers and sales prospecting is the Challenger Sales Model. This is a sales approach where the seller actively teaches their prospect, customizes their sales process, and takes control of the customer conversation. They do this by really understanding how their product or service can solve important business challenges for their sales prospect and add value to their business. This process not only increases the chances for winning the deal, it also diminishes price as a contributing factor to closing the deal. The process allows for the seller to provide a solution that the customer needs versus the customer specifically dictating what they want, which may not actually be right for them.

Sometime sales people are afraid to drive the dialogue and challenge their prospect to rethink how they are approaching their business problem. Challenging a prospect doesn’t need to be confrontational – in fact, anything but. It’s about being knowledgeable and confident about your business and leading a meaningful conversation on how and why your business can help add value. And if you’re business can’t add value, perhaps you don’t deserve to win the deal.

According to Corporate Vision, 74% of B2B buyers choose the sales rep that was first to add value and insight. With an average of 5.4 people involved in the B2B buying decision (CEB), B2B selling continues to evolve and highly capable sales people are critical to success.

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B2B Lead Generation Insights and Ideas

Inbound and outbound marketing for sales lead generation

No doubt you’ve heard about inbound and outbound marketing for sales lead generation. They’re often viewed as choices that a marketer makes when deciding how to generate B2B sales leads. Instead of thinking about this as a choice, it’s better to view them as complementary forces. Combining inbound and outbound forces can create a more cohesive – and powerful – marketing strategy.

Inbound: Content that attracts sales leads

Inbound marketing is a passive way of marketing, in which you wait for the customer to come to you, through content related to the solutions that your company can provide. These potential customers are out information shopping, and they likely have the budget to buy. However, they might not have heard of you, hence the importance of creating appealing content to draw them in.

Inbound: Make it relevant and diverse

Creating a diversity of content – from blog posts to white papers to podcasts on hot topics – helps strengthen your reputation and the likelihood these interested readers become buyers. Yet inbound won’t necessarily get the whole job done, since it also draws people who are not necessarily qualified leads. It also takes time and patience as you attract an audience. In other words, inbound marketing shouldn’t be the only strategy that you deploy.

Outbound: Requires a deft touch

Outbound marketing is traditional marketing which actively reaches out to customers where they are most likely to be and appeals to them directly, through advertising, direct mail or phone calls. These methods draw prospects into the sales funnel while clearly and overtly positioning your products and services. Outbound requires that you find customers who aren’t necessarily looking for your products or services – in fact they may know nothing about it at all.  But once they’re presented with your offering, they can see a need.

Outbound: The interruption factor

Outbound marketing enables you to choose your target audience, (something inbound is notoriously bad at doing), but there is a risk. It can feel intrusive to buyers who are used to dictating when, where and how they educate themselves. Since outbound techniques tend to be focused on the immediate, i.e. the call from a sales rep, the banner ad, or the webinar currently taking place, one way to lessen the interruption factor is by combining it with inbound marketing techniques to familiarize buyers with your company before more direct contact is made.

Combining inbound and outbound marketing for sales lead generation

The smartest marketers combine both approaches in their B2B sales strategies. Here are a few examples of how you can mesh inbound and outbound marketing activities into a cohesive sales and marketing strategy:

  • After meeting with a client, instead of the usual thank you note, why not send a link to a piece of content related to what you and the prospect discussed?
  • Create a customized email blast for your clients, prospects, colleagues to let them know about your blog and ask them to subscribe to it. This is a great example of inbound and outbound working together and can be used to promote any type of content like video, e-books, and white papers.
  • Advertisements, email marketing and hard copy mailers are all examples of traditional outbound marketing tactics that can be effective when done correctly. But don’t let ads or hard copy mailers “stand alone.” Make them even more effective with calls to action. Include an effective CTA to draw prospects to the content you’ve already created through your inbound marketing strategies. Ask them to subscribe to your blog, follow you on Facebook, download an e-book, or watch a video.

Ultimately it’s a combination of both inbound and outbound strategies – along with qualifying digital sales leads properly – that increase the odds of closing a deal. If you’d like to learn how we blend inbound and outbound marketing techniques to create customized lead generation solutions for our clients, please give us a call.

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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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Uncategorized

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

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

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.