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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.

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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

Turn digital traffic into real qualified sales leads

In The Black Report™, our global study on sales lead generation, marketers selected digital lead generation as their top lead generation channel, while salespeople selected outbound telesales as their top channel. We say they’re both right, but the important question remains: how do you turn digital traffic into real bona fide sales leads? The key is to integrate the digital leads into a full lead generation strategy.

Here are three things to think about:

Keep score

Not all sales leads are created equal. 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 what isn’t a lead can be the difference between salespeople wasting their time and investing it against real prospects. Your scorecard should include site visits, fill forms, download requests, webinar participation, and more. 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.

More qualified traffic means more qualified leads

Digital advertising campaigns for a client of ours in the B2B category have been setting user engagement records on LinkedIn and industry websites. The click-through rates are frighteningly good, but these numbers mean absolutely nothing on their own, other than our client and our lead generation team get bragging rights. These clicks all link to a very specific call to action, linking to lead scoring and eventually, the wider lead generation program.

Now what?

While every company and campaign is different, an action we often take is to put the B2B digital sales leads into an outbound calling program. Don’t just let these leads sit in a list that keeps piling up. Instead, make contact when the scorecard says it’s time. But don’t be too aggressive or premature with any outbound contact—you only have one chance to make your second impression count! Set the expectation of contact in advance via your digital call to action. Whether it is a phone call, an email, or a social media post, ensure that the prospect knows they will be hearing from you soon.

If you’d like to learn more about how we drive ‘insane CTRs’ to convert digital traffic into qualified sales leads, contact us.