Pros and cons of Webinars for B2B lead generation

Webinars offer options for reaching out to and educating buyers at all stages of the lead generation cycle.

Your choice to do live, butts-in-seats events, or webinars will hinge on several factors, including the time needed to present the information, the needs of the customers or prospects you’re targeting, and the physical locations of attendees. Keep in mind these pros and cons when deciding how best to reach your audience.

Pros of Webinars

  • Less time: It’s easier to get on attendees’ calendars if you’re only asking for 30-60 minutes.
  • No travel: Your audience and can join in from their desks or home offices. In today’s marketplace, prospects are coming from different time zones and personal schedules. It’s also a big plus for presenters.
  • Usually cost less. If you fly in presenters, renting a meeting space and equipment, and provide refreshments it can add up.
  • Viral marketing: To put it simply, attendees can invite others easily and they’re more likely to because it’s easier to attend than an event you have to travel to.
  • Record the webinar. If someone’s registered but doesn’t show up, you have an easy way of giving them a second chance at their convenience. Follow up by auto-responder email. You’ll get extra “bonus” attendance. And don’t forget, you can put it on your website as content to draw in web visitors.
  • You can do live, interactive demos over the Web. You can use web conferencing software or services to demonstrate your software right on participants’ own computers. They can follow along as you click through each step, or you can let them manipulate their own mice and keyboards.
  • It’s easier to attract guest speakers. If a speaker can participate from his or her own home or office, they’re much more likely to rather than having to travel to the event. You could even save a few dollars because professional speakers usually charge more when they travel.

Cons of Webinars.

  • You may not have participants’ undivided attention. It’s easy for attendees to be interrupted by colleagues or staff, or to get distracted by phones or e-mail while your webinar or teleconference is going on.
  • Time is limited. Webinars should last no longer than an hour. Shorter is even better.  If your material requires more time, perhaps break it into chunks that can be a series of webinars.

The Upshot

Busy C-level and senior executives will likely prefer the convenience of a quick webinar, whereas a user group may prefer the interaction of a live event such as a lunch-and-learn seminar. Give the audience your information in the way your audience wants to receive it. It’s much more likely your message will be heard, retained, and acted on.

 

Direct Marketing Tips: How To Cut Costs And Get Better Response

I’ve been asked, “How can I cut costs and find a more practical way to get my target market to respond to my direct marketing?”

First, determine who your best customers are, then target direct marketing efforts at companies  and contacts who are similar.

Rank current customers by three criteria:

* How much revenue they represent
* How profitable each customer is
* How well their needs “fit” what you have to offer

Then look for similarities among the unique attributes of these top customers:

* What industries are they in?
* What is similar about how they use your products?
* Are they large, medium or small?
* Where are they located?
* Who are the key decision-makers and what are their titles?

You can also purchase some outside lists of companies and contacts that match and add them to your direct marketing campaigns, but be careful about being considered a spammer!

Focus your marketing with these direct marketing strategies and you’ll improve the overall quality of your campaigns.

Link to a more detailed article on the subject: Focus your direct marketing

 

Promote People Who Are Cooperative Team Members

B2B marketingThere are big rewards when sales and marketing are effectively integrated–not least of which are improved operating performance and outstanding financial results.

Promote people who are cooperative team members

Some might say that sales and marketing “personalities” are two very different animals. They think differently and act differently and approach the same customers with very different points of view. Added to that is the unspoken habit they each have of “looking down” on one another.

One way to integrate these cultures is to have the marketing department and sales people both report to the same department head. Simply by spending time near people, with joint department meetings and problem solving teams, helps to break down barriers that no technology band-aid could achieve. And then promote those who are cooperative team members. It shows that cooperation is valued, and those values will become part of the new culture.

 

 

B2b Online Marketing Tip: Does Your Website Make it Immediately Clear What Your Company Does and Who it Serves?

Take a fresh look at your company’s website. Does your Web site make it immediately clear what your company does and who it serves?

Does it clearly spell out:

  • The products or services your company sells?
  • The most common applications for your products or services?
  • The types of businesses or institutions you serve? business? education? government?
  • The size of organizations your company serves? large? medium? small?
  • The geographies you serve? local areas? states? countries? regions of the world?

And don’t fall into this trap: No matter how hard you try, you can’t have the perspective of an outsider. Come up with a few objectives for your ideal website visitor, have some real outsiders try to accomplish them, and watch and listen to what they are going through. It can be quite revealing and the insight can be helpful to getting the results you want.

 

 

Use B2B Marketing for Sales Lead Generation: It Really is Cost-Effective

What’s a more cost-effective way of making a business-to-business sale? Saving the one-to-one sales calls until the end.

Sales lead generationMost of the fastest-growing companies I know don’t rely solely on one-to-one sales contacts to grow their business. Why? Because it’s difficult to find effective salespeople, and often it takes too long for new salespeople to start showing a favorable return on the company’s investment.

Instead, the more successful companies leverage lower cost-per-contact, one-to-many marketing tactics to address the front end of the sales pipeline: prospecting and qualifying after sales lead generation. Then they focus their more costly one-to-one in-person sales contacts on the end of the pipeline: the heavy lifting of doing demos, crafting proposals and closing sales.

Doing the Math

How many prospects do you think your salespeople can visit during a given day? Unless their territory is limited to the immediate neighborhood, I’d say they’ll probably be able to schedule a maximum of four meetings a day. Add these numbers up and you’ll find that your average salesperson can complete 200 in-person sales visits a year at most (50 days multiplied by four visits). My experience says that the average B2B close rates are close to 20 percent to 30 percent, meaning average salespeople will only close between eight and 12 sales from their 200 in-person sales calls!

They would be 40 percent more productive at closing sales if they only had to make an average of three sales visits to close a qualified business lead that was generated for them by marketing.

Use B2B Marketing

So instead of adding more salespeople to knock on more doors, use marketing to cost-effectively contact your prospects and fill the sales pipeline with qualified leads via sales lead generation tactics. Doing so will result in more sales-ready opportunities that your salespeople can turn into new business, meaning greater sales revenue and profits for your company–and maybe a raise.

The full article with more detail and calculations is available at: Sales Lead Generation and Qualification: Use B2B Marketing

 

 

B2B Marketing Plan: Steps to Implementing a Program That Drives New Business

 

Follow these steps to tune up your B2B marketing program and drive new business.

In the following article I list:

  • Goals
  • Strategy
  • Tactics
  • Sales tools
  • Metrics
  • Resources and budget
  • Implementation

It’s a quick bullet-point summary–and it’s great to have as a roadmap as you develop your marketing program. Let me know what you think.

 

 
Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com