Entries Tagged as 'B2B marketing'

16 B2B print advertising tips

Is one of the goals of your business-to-business print advertising sales leads generation for your salespeople, representatives, distributors or resellers? Consider these proven B2B sales lead generation techniques gleaned from working with over 170 companies and some of the best marketers in the business. For more detail, read “B2B Sales Leads Generation with Print Advertising.”

1. If you want more sales leads, don’t use image ads.
2. Put benefits in your headlines.
3. Talk about applications.
4. Make your ads easier to skim.
5. Testimonial ads are king.
6. Fractional ads in every issue can be more cost-efficient.
7. Use “Wrap Ads” to get more bang for the buck.
8. Make them an offer they can’t refuse.
9. Choose your words carefully.
10. Talk first person with the reader.
11. Ask for the order.
12. Give them a compelling reason to inquire right away.
13. Match your offers to where the reader is in the buying cycle.
14. Merchandise your offer.
15. Make it easy for your prospect to respond.
16. Mention your website.


Does your website convert visitors to leads and sales?

Here’s a summary of the checklist I use when I evaluate a client’s website. Use it to see if your website converts visitors to sales. That’s what it’s for, right? You might be surprised by the answers.

– Does your website make it immediately clear what your company does and who it serves?
– Is it easy for your prospects and customers to find their way around your Web site?
– Does your website quickly communicate your company’s unique selling proposition?
– Does your website back up those claims?
– Does your website explain the additional resources you can bring to bear for your customers?
– Does your website contain lots of offers designed to engage prospects and start sales-winning relationships?
– Does your website make it easy for your prospects and customers to take the next steps in their consideration or buying process?
– Does your website make it easy to place an order?
– Are there multiple ways for prospective customers to request assistance or additional information about your company and its products or services?

See the full checklist at: B2B website checklist.


Calculate marketing ROI with the Sales Lead Calculator

I developed this interactive spreadsheet for use with clients. It’s provided good insight into how what are realistic numbers of marketing touches, inquiries and qualified sales leads you’ll need to reach the company’s sales goals. I hope you find it useful and please let me know if you have comments and suggestions.

Calculate marketing ROI with the Sales Lead Calculator spreadsheet


Marketing for leads – are you asking the right questions?

A number of recent surveys all point toward the same conclusion: the majority of senior marketers believe that the primary objectives of marketing are to drive B2B sales leads, influence sales, increase customer retention and boost revenue.

The key is tracking and measuring results. I developed a set of questions to ask to get the answers you need. Find the complete list at:
B2B sales leads: Marketing for leads – are you asking the right questions?


8 proven B2B sales lead generation methods

B2B Marketing Tactics

Drive more sales leads by including these marketing tactics in your B2B lead generation programs

1. Internet marketing and search engine optimization

It is a “no-brainer” to say business buyers use the Internet to search for products or services like yours. In order to generate sales leads from these prospective customers, it’s critical to have an effective website that is designed to be a lead generation machine, and takes full advantage of Search Engine Optimization (SEO) techniques so it will be found by prospective customers when they are actively searching.

2. Email

You can use email as a fast and cost-effective way to reach out and nurture your prospective customers on a regular basis until they are ready to respond.  Or by creating your own email newsletter, you can use industry news and tips to stay in your prospects’ minds until they raise their hands and become sales leads.

3. Direct mail

Even with the popularity of email, direct mail is still proving to be one of the most productive tools for generating B2B sales leads.  But sadly, many B2B marketing professionals fail to take advantage of direct mail as part of their lead generation programs.

Keep in mind that one-shot direct mailings to new prospects seldom work. Instead, consider developing a multi-touch campaign using direct mail integrated with your email and telemarketing programs.

4. Telemarketing

Telemarketing is a proactive tool that works well for contacting high-value prospects and determining that they are sales ready and should be forwarded to the field as qualified sales leads. However, many people don’t like to be on the receiving end of telemarketing “cold-calls.” Consider using it as an effective tactic for B2B sales lead follow up and qualification.  You can set up your own telemarketing program in-house, or there are literally hundreds of telemarketing firms or call centers to choose from.

5. Advertising

When done correctly, digital and print advertising can be a highly effective sales lead generation activity. However, you should only consider using it on websites and in publications that deliver messages directly to your targeted audience.

Retargeted advertising, showing your ads to prospects who previously visited your website can be very cost effective. As can using ads on social media (e.g. Facebook, Twitter, LinkedIn) which can be delivered only to those that meet your criteria.

6. Event marketing

Whether you conduct seminars or workshops live, via the Web (webinars), or by telephone (teleseminars) events are a great sales lead generation tool.

Teleseminars are the least expensive, with the only costs being conference phone line rental and promotion fees. Webinars are a bit more expensive, but they create an interactive, multi-media environment for attendees without them having to leave the office. Live, in-person events are often the most expensive, but allow you to get face to face with prospects.

Prospects who attend your events can often be considered marketing qualified leads (MQLs) , as they obviously have an interest in the information you are presenting or a need for your product or service.  Why else would they attend?

7. Partner referrals

By joining forces with complementary partners, you can instantly multiply your sales lead generation pool while reducing your costs by sharing expenses with your partners. Of all the sales lead generation programs, complementary partner referral programs often generate the highest quality B2B sales leads.

8. Relationship marketing

Relationship marketing, or sales lead nurturing, is the approach underlying all of the “sales-lead-generation-success” methods. Keeping in touch with prospects via a series of ongoing communications and offers throughout your prospective customers’ consideration processes until they are ready to buy lets you pick up sales others leave on the table.

The goal: Connect with customers in a meaningful way

By using these eight proven B2B sales leads generation methods, you will capture more sales-ready opportunities for your salespeople to turn into new business, meaning greater sales revenue and profits for your company.

Readers, what other sales lead generation tactics would you recommend, and why?

Please add your comments by adding your comments below.


Offers are key to generating more leads and sales with your B2B Marketing

B2B marketing offers

In every recent research report I’ve seen about business-to-business marketing goals, “generating sales leads” is at or near the top of the list.

The best way to generate sales leads is by making strong “offers” or “calls-to-action”

Your prospects, just like you, are people that respond to things that interest them, or that can help them solve a problem, or make their lives and jobs easier, or increase their company’s profits. Yet, everyone is busy, and there’s a cacophony of marketing messages, advertisements, social media, emails—all competing for attention. So, what kinds of offers are working best today?

Start with educational offers

In the B2B marketplace educational offers such as how-to guides, buying guides, white papers, case-studies and invitations to events on the same subjects are the basic tools for eliciting responses from prospects.

Focus on quality, not just quantity

Consider making your offers self-qualifying. Who, other than a qualified prospect, would be interested in a white paper on your technology? Yet everyone—including many unqualified prospects—may want to take advantage of an offer for a free iPad.

Make offers for each stage of your prospects’ buying cycle

When determining what your lead generation offers will be, consider tailoring them to appeal to people at different stages of the buying cycle. This could mean offering a white paper or information kit for prospects who are early in their consideration process vs. a seminar invitation for the prospects who are the middle of their buying process vs. a free consultation or needs assessment for those who are closer to being ready to buy.

More offers = more leads

To maximize the number of responses and leads from your marketing communications, you should make multiple offers.

When you make multiple offers, you give a variety of prospects at all stages of the buying cycle the chance to select the offer appropriate to their needs and the stage of their buying decision process.

Here’s an example:

To request your free Energy-Efficient Lighting Selection Guide,
sign up for the free webinar on the latest in energy-efficient lighting
or schedule your free lighting analysis:
Visit www.YourLightingCo.com/EnergySaver
Call (800) 555-1212 or (212) 555-1212

Make it easy for people to respond to your marketing

Include the address of an appropriate web page (URL), an e-mail address, a toll-free phone number and a regular phone number (for your international callers).

Qualify your prospects while you are at it

When prospect respond, ask them questions that elicit the information you need to determine if the respondent fits your definition—agreed to by sales—of a qualified lead.

All your response channels need to ask the same qualifying questions. For example, the people who answer your incoming calls should be asking the same questions that are on your website’s response form.

Remember that lead qualification is not an interrogation. You don’t want to scare prospects away. Minimize the number of questions you ask and keep those questions short. Or consider using “progressive profiling” in your web forms to ask a couple of additional questions each time they respond.

Readers, what are you top tips regarding B2B offers?

Please add your comments by clicking on the word “Comments.” (Below the Share button)

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