Entries Tagged as 'B2B sales leads'

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.

 

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

 

 

Business-to-Business Telemarketing: Wasting Your Money?

Are you dialing for dollars or wasting your money with telemarketing?

Business-to-business telemarketingUnfortunately, most of what B2B marketers call “telemarketing” simply doesn’t work.

Why? Because this is what happens when somebody realizes that there are not enough sales leads in the pipeline to meet this quarter’s sales revenue goals:

Scenario A: Forced Labor

They grab a couple of unlucky administrative assistants, salespeople or interns, put them on they phone with old leads and pray. The unmotivated crew manages to fill their time “getting organized.”

Scenario B: Garbage In, Garbage Out

The marketer Googles for an outsourced business-to-business telemarketing company, and eager to start, sends and old call list or worse, a list of all area businesses. The telemarketing company hires some temps, changes an ex-client’s script, and tells the newly hired business-to-business telemarketing reps, “Start calling.”

Not surprisingly, both scenarios are recipes for disaster.

Of course, you’re experienced and have the skill and knowledge necessary to recognize when a prospect’s needs are a good fit for your services. But you’ve got more important things to do.

So if you’re serious about using B-to-B telemarketing to quickly generate qualified leads:

Hire your own top-notch telemarketers.

Look for people who like being on the phone, understand that rejection is part of the process, have lots of experience calling your types of customers and can knowledgeably discuss the situations and applications your services fit best. (Hint: Consider ex-salespeople who now have kids and want to work part-time and without traveling. Or go after retirees who have realized they’d like to work part-time.) Then give them well-targeted and up-to-date lists of prospects to call.

Hire a top-notch B2B telemarketing company.

Look for a company with a proven track record of calling into the same industries and the same titles as you will want them to be calling on your behalf. Thoroughly check references and insist that the BtoB telemarketing company assign experienced callers to your project. Then both you and the firm must invest time and effort in creating call guidelines (rather than a verbatim script) and training callers on the unique aspects of your business and your prospects. Finally, give the callers a well-targeted list of prospects to call, and have them start dialing.

The acid test for success in either case: How would you feel if you received that telemarketing call?

 

For the full version of this article, please visit:
Business-to-business telemarketing: Dialing for dollars or wasting your money?

Also: Make your telemarketing efforts take off. Find out more about my telemarketing lead generation consulting services.

 

Targeting Your B2B Lead Generation

When searching for leads to buy your products or services, you want to find those companies who have a problem for which you have the solution.

How do you go about finding those companies and how do you find the level of contacts you need from within the companies?

I’ve added an article to my website about the process of targeting your lead generation:

  • Rank current customers
  • Add information about each customer
  • Determine likely prospects
  • Target lead generation by market or geography
  • Research the media they use
  • Focus on B2B marketing vehicles

Read the full article: Lead Generation: Targeting your B2B lead generation

 

Lead generation tactics e-book

Successful B2B marketing includes using a broad range of tactics.

This “recipe for success” guide gives you the knowledge how to drive lead generation with:

  • Relationship marketing
  • Direct marketing
  • Online marketing
  • Events and tradeshows
  • Educational events
  • Additional tactics

Lead generation checklist included

Get a head start with the included Sales Lead Generation Checklist to maximize results.

Download my 24-page e-book with proven B2B sales lead generation tips and techniques. I recommend it to my clients and I hope it is thought provoking for your lead generation programs.

Lead generation tactics: A recipe for success.

 

Make the most of your marketing events

You may have a number of live seminars, workshops, webinars), videoconferences, trade shows and speaking engagements planned for future months. Here is a short summary of how best to use events to drive sales and revenue.

– Leverage other marcomm tactics such as direct mail, email and telemarketing.
– Speak or exhibit at others’ events, saving the time and expense of running it yourself.
– Use events to move known prospects along the sales cycle, rather than focusing on those who are new to your company.
– For mid-stage prospects, use “bite-size” events, such as “lunch and learns,” “executive breakfast briefings,” or webinars.
– For hot prospects who have already indicated they are close to buying, offer events that will give them details they need to make the final decision.

I go into more detail about this making the most of events in your marketing plan in my article What role should events play in your marketing plan?

 
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