Categories
B2B Lead Generation Sales Team Performance

Want to generate leads? Learn how to tell your story.

How did your company come to exist and why? Can you explain it in an interesting, engaging and memorable way? In business, (especially if you want to generate leads), knowing your story, and how to tell it, can literally make the difference between connecting with a client, or not.

 According to The Black Report, only 17% of over 300 executives surveyed actually reached their lead generation targets. When we take a closer look at what those companies with the best lead generation results were doing right, it’s no accident that 73% of them had a well-defined, clearly articulated value proposition. Not only do they know their story and how to tell it, they have found a memorable way to explain the difference their company can make for their customers.

Generate leads by storytelling, not just selling.

As we touched on in our June 2019 Blog, 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. You’ve got to talk to both sides of the brain: logical and emotional.

Science says a good story will help them to remember you.

Chances are you’ve “lost yourself” in a good book, show or movie before – while becoming almost completely unaware of the environment around you. Fun fact: our brains are actually hardwired to do that. “It’s a survival mechanism that helps us do a better job of storing information in our memory,” explains Joe Lazauskas and Shane Snow, authors of The Storytelling Edge: How to Transform Your Business, Stop Screaming Into the Void, and Make People Love You. More of our brains “light up” when information comes from a story rather than just simple facts: “the neural activity increases fivefold, like a switchboard has suddenly illuminated the city of our mind.” Stories generate empathy on a chemical level, too. When we “put ourselves in someone’s shoes,” such as, in the case of one study, watching a lead character in danger in an action movie, our brains actually synthesize a neurochemical called oxytocin.

Get emotional. Yes, really. When done right, it works to generate leads.

 When it comes to telling your story in an actual presentation, your delivery makes a huge difference as well. While business usually requires a cool head, this is one time when passion has a place. “Emotions are crucial to the decision-making process… and move us in ways no data could ever do,” say Richard Maxwell and Robert Dickman, veteran communication experts and co-authors of  The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business. That’s because, as research has shown, the left side of the brain will process your actual words, but the right ride, which attributes meaning to those words, will remember how you said it. Bottom line: if you aren’t passionate about your brand’s story, your prospects certainly won’t be either.

Ready to tell your story? We can help.

What is it that you do better than anyone else? How do you tell your potential sales leads in a way that will make them care? With our marketing strategy and creative capabilities, we can help you find those answers, and co-create your customized lead generation campaign. Contact us today.

Categories
Uncategorized

Why events are powerful for B2B lead generation

Who doesn’t love getting invited to an event? If that event is tied to one’s career, with a timely topic and interesting speakers, there’s an added incentive to attend. Events are powerful for B2B lead generation. For businesses, hosting events is a great way to increase brand awareness, reach out to potential clients and generate qualified B2B sales leads, both inbound and outbound. There’s no better way to present your brand and establish face-to-face relationships with potential buyers – at a time and place of your own choosing.

In-person events have been rated the most effective B2B tactic by the Content Marketing Institute for six years running, with 81% of marketers using them. And that should come as no surprise, since a well-organized event will inspire conversation and discussion – exactly the kind of things that build relationships.

Plan your own B2B lead generation event

Creating an opportunity for personal contact has never been as important as it is today. In the digital world we now live in, people crave interactions that are up-close-and-personal. That said, B2B lead generation events can take many different shapes and formats. It could be a small breakfast for 10 key industry leaders or a more casual after-work gathering for 50 or more people. These customized, bespoke events can be highly targeted, and just as highly targeted content works better than broad, catchall copy, smaller, ‘in-person’ events can bring greater results and potential sales leads for the bottom line.

Capitalize on someone else’s event

A tradeshow can offer the perfect opportunity to make a big impact on as many decision makers as possible in a limited time frame. From a sales lead generation standpoint, remember to put any new technology or products with a wow factor in the spotlight to attract attention and help you stand out in a crowd.

Remember that tradeshows offer an opportunity to stage an event within an event. You have a captive audience at a show or conference that you can invite to your own event, which can complement the overall tradeshow by showcasing the specifics of your products or services for a select audience.

Conferences also offer opportunities to sit on panels or be a speaker. Always accept these; they bring brand awareness and exposure to the right audience.

Pointers for organizing an event for B2B lead generation:

  1. Make sure events are convivial, entertaining and relaxing and ensure your invitation sets that expectation so prospective customers will be more inclined to attend.
  2. Events should be held in convenient locations and offer refreshments or a meal, i.e. breakfast sandwiches for morning meetings.
  3. Personalize your invitations and treat every invitee like a VIP.
  4. Events should have a main drawing card: a speaker who’s an in-demand major player in your industry, or a current topic that is of great importance to you and your peers. This could be new government regulations that will have an outsize impact, or a major trend that’s just starting to appear in your line of business.
  5. Events should allow for time to mingle over drinks or coffee, to create an atmosphere conducive to connecting with others in an easy-going, casual way.
  6. Make sure your event organizers are organized, goal-oriented people who have the same objectives in mind as you do.
  7. If you have speakers from your company participating, choose good storytellers with a deep knowledge of your company and business, and a knack for leaving an impression with an audience.
  8. Remember to keep it as short and relevant as possible. Avoid long speeches or too many speakers, and no hard sells. Always keep your audience in mind.
  9. For networking, send out a team of your best people. Set them up with the attendee list and have them pre-schedule some conversations with prospects.
  10. Be sure to gather all attendee contact information.
  11. Have an after-event plan: who will compile the insights you’ve gathered, who will follow-up with emails, phone calls and meetings to continue the conversations you’ve started.

Don’t forget

Remember, whether you organize your own targeted event, or participate in a tradeshow or conference, you’ll have the opportunity to meet people potentially interested in your offer. They might not immediately fall into your B2B lead generation sales pipeline at that event, but you’ll be better placed to approach them afterwards.

It’s because of the highly personal nature of these types of micro events that they are so successful. Face to face communication is always going to be the most effective marketing channel you can use. These events will require an investment of time and resources but if done well, you’ll make a great impression and will reap the rewards for a long time afterwards.

Find out how 360 Leads can help your business with a lead generation campaign. Contact us today!

Categories
B2B Lead Generation Insights and Ideas

A TV appearance can help with sales leads

Think of how much it costs to buy a television ad to help you generate sales leads, and consider that, with a little tactical manoeuvring, you can get even better exposure on television without paying a dime.

Not only do you save loads of money on advertising, but a single TV appearance can lead to new business or a partnership. Plus, it’s great inbound marketing that could drive qualified sales leads, depending on the topic and your appearance. Most importantly, you are building expertise and authority in your subject matter and that can generate more appearances and a higher profile, for you and your B2B company.

While television producers have regular guests and columnists they rely on for news, business or health coverage, as a B2B business leader, you have very specific knowledge of something most people do not.

When breaking news happens in your industry you want to be the person ‘chase producers’ think of when they are madly trying to line up guest to provide commentary. You want to get on their radar before the news story happens, so they will think of you when it does. In this case, it helps to be a regular contributor to public discussions around topics you are expert in.

When a news story breaks, news producers do what they do: they google to see what hot takes there are on the topic, and they’ll check you out – on LinkedIn, Twitter, your company website or any other platform – to ensure you’re the ideal guest who will enliven and engage their audience. Because you are being vetted without your knowledge, it’s smart to Google yourself on a regular basis to see what comes up and how your expertise is showcased.

Reach out as part of your sales leads strategy

A more direct route is to find the producers at your favourite network shows, where you would love to be a guest, and send them a commentary on a breaking news item that you have special knowledge of. If you are writing a company blog, you’re in a great position to get noticed. Jump on any news opportunity to comment and draft a compelling piece that provides your learned perspective on the issue at hand. Think of this as auditioning for a spot on their show. The next time that topic is a hot issue, they will remember your expertise and call you in for comment.

What’s next

Once you have a track record of posts on your company blog, seek out other publishing opportunities to spread your name and boost your credibility. If you come up frequently in searches on certain topics, and if you are published on widely read blogs or national websites, you stand a very good chance of being called up to the big leagues: a network TV show.

Becoming the go-to person on a given topic takes perseverance and patience. Her are a few pointers on how to do it slowly but strategically as part of an overall lead generation campaign:

  • Cultivate trusted relationships with journalists and producers by showing an interest in their articles or shows.
  • Give them exclusives once in awhile to build trust and rapport.
  • Be persistent and patient. Set a goal each week, to post a blog, or be mentioned in another industry blog.
  • Always send out your best work. If you need an editor or proof-reader, make sure everything you write gets read by at least one other person. If your style is drab, think about getting writing lessons.

With persistence, solid media relationships and ensuring your voice is “out there” where the important conversations are happening, you will stand a much better chance of getting on television. It’s a repeatable process since producers are ecstatic to have found an expert and will have you on repeatedly, and it has potentially great value for your business! What could be better. Go forth and put yourself out there as a ‘thought leader’ or ‘subject matter expert’, you’ve got nothing to lose and everything to gain. Need some help, give us a shout.

Categories
Channel Strategy Uncategorized

Inbound versus outbound: which is best for lead generation?

With every new platform come new ways to reach out to potential customers, and B2B company marketers have a wide selection of tactics to choose from when planning a lead generation strategy. Simply put, these tactics fall into two main categories – inbound and outbound lead generation tactics – though the two are often combined in an integrated strategy. But what are the main differences between inbound and outbound marketing? Simply put, outbound marketing is the kind we grew up with – TV, radio and billboards, magazine and newspaper ads, direct mail and event sponsorships – whereas inbound draws customers to the product or service because of their innate interest in it.

A bit of history we all know too well

In the early years when advertising was novel, people enjoyed reading magazines and newspapers and relied on them to alert them to sales and promotions. People enjoyed watching TV commercials because they were told about products that were genuinely new and that they were interested in learning more about. As the decades passed, advertising lost its value to surprise and delight in the same way. Today we call it interruption-based marketing, which few people have any patience for anymore.

But it still has its adherents, who believe there can be value if you find a platform or medium with a big enough audience. The rationale is, and was, that if you hit upon an above average association with enough audience members, then that percentage of the audience would listen to the interruption and sales leads would convert into bonafide customers. But today, this kind of investment is looking more and more like finding a needle in a haystack. A big reason is the availability of ad-blocking apps and technology, along with new streaming services that are completely ad-free.

What the stats tell us

A couple of statistics to prove that point: 65% of people skip through online video ads. People don’t like ads for a few reasons: they’re in your face and intrusive; they don’t come across as genuine and don’t inspire trust or confidence in the product or service; there isn’t enough relevance to who the customer is, and what solution they are looking for.

B2B marketers might continue to place advertisements and send out direct mail as part of their approach. But to earn the trust of customers and build a long-term relationship based on that trust, B2B marketers turn to inbound marketing for generating sales leads.

Instead of pushing messages out to an audience who may or may not want to hear it, inbound marketing pulls already interested customers in. Customers find you when they need you, which almost guarantees they’re pre-qualified. So not only is inbound cheaper, more measurable and more targeted, it can also generate sales leads that are farther down the funnel.

A list of lead generation inbound tactics:

  • An SEO (search engine optimization) strategy where we take a look at your website, do a keyword audit, and ensure your content includes keywords that will draw more organic traffic to your site.
  • PPC (pay per click) advertising also uses keywords that people are using to search and require buying an ad that will appear on search engines at the top of the SRP (search results page). You only pay once a customer has clicked on the ad and has gone to your site.
  • Content marketing is creating useful, relevant information that people need and want, and using it to draw people to your website, to sign up for a newsletter, or to download a piece of content in exchange for their contact information that you can follow up with.
  • Social media accounts. Creating and programming social media accounts with valuable information that people want to read or watch is a good way of demonstrating your expertise in your industry and becoming a trusted source. As noted above, millennials and more people in the business world actively search for this and you will earn their trust which hopefully converts them into a paying customer.

At 360 Leads we’ve run many successful B2B lead generation campaigns and would be happy to discuss how we can help. If you’re ready to explore a lead generation campaign, contact us today.