Entries Tagged as 'B2B sales leads'

B2B Lead Generation: Getting on the same page

A lead is a lead. Or is it?

I always recommend to my sale lead consulting clients that they create a glossary of terms related to their B2B lead generation programs. Why? To reduce misunderstandings.

Here’s a first draft of a glossary I gave one of my clients to help them get started writing theirs. Perhaps it can be a starting place for yours too.

Contact:

A person at company or contact name on a database

Customer:

A company, division, department or facility that has purchased from our company.

Database:

A listing of contacts at specific companies and facilities which is available for ongoing use. Also often called the Sales & Marketing Database or Customer & Prospect Database.

Decision Maker:

A contact who makes or approves the final decision to buy.

Influencer:

A contact who recommends or influences the buying decision. Also called Recommender.

Inquirer:

A contact who has responded to our company’s marketing (Website, direct marketing, exhibits, advertising, etc.). Also called Responder or Prospect.

Inquiry:

A response to our company’s marketing (website, direct marketing, exhibits, advertising, etc.). Also called Response.

Lead:

A broad term used to describe everything from lists to inquiries to tradeshow leads to sales ready opportunities. To avoid confusion, this term shouldn’t be used.

List:

A list of contacts at specific companies and facilities, as in a rented list. Also called “Database” if available for ongoing use.

Marketing Qualified Lead:

An inquirer, responder or prospect at a particular company and facility who has been “qualified” as meeting the minimum definition of what represents a sales-ready opportunity.

Prospect:

A contact who has responded to our company’s marketing (website, direct marketing, exhibits, advertising, etc.) or has been contacted and determined to have some potentional, but has not yet been qualified as being sales-ready. Also called Inquirer or Responder.

Recommender:

A contact who recommends or influences the buying decision. Also called Influencer.

Responder:

A contact who has responded to our company’s marketing (website, direct marketing, exhibits, advertising, etc.). Also called Inquirer or prospect.

Response:

A response to our company’s marketing (website, direct marketing, exhibits, advertising, etc.). Also called Inquiry.

Sales Accepted Lead:

A Marketing Qualified Lead that has been accepted by sales.

Specifier:

The contact who specifies our company’s products or services.

Suspect:

A contact who appears to be similar to our company’s Prospects, Marketing Qualified Leads, Sales Accepted Leads and Customers, but who has not specifically expressed interest or determined to be a Prospect.

Do you have terms and definitions to add to a BtoB sales lead glossary?

Please share them by clicking on the word “Comments” in the line below the Share button.

If you are reading this as an RSS feed or via email, please use this link to add your comments: http://sales-lead-insights.com/?p=2562

 

B2B telemarketing: An interview with Michael Brown

Ask before telling and learn before selling

Michael A BrownMichael Brown is our “Business to Business By Phone Expert”. When it comes to using the phone to generate, nurture and qualify leads, there’s nobody better than Michael.

With all the developments lately in B2B marketing, telemarketing still has a prominent position and I want to highlight that. So I sat down with Michael and asked him what’s new in telemarketing.

Mac: Michael – tell me what you’ve been up to. What’s the latest and greatest in the world of B2B telemarketing?

Michael: Well Mac, there’s a debate inside Sales and Marketing circles about cold calling versus “smart” calling. Cold callers call to pitch. Smart callers call to learn what the prospect’s organization is trying to accomplish, and to see if the caller’s product or service would be helpful. The cold caller uses a generic (same script for everybody) approach. The smart caller has a unique approach for each call… one based on significant research and pre-call preparation.

Okay, Michael. I hear where you’re going with this. What other differences are there between cold calls and smart calls?

Make smart calls from behavioral and affinity lists, not demographic or segment lists. Behavioral lists are based on verbs in addition to SIC codes (for example – “grew by 15% or more”, “merged”, “moved”, etc). Affinity lists are based on recent purchases of related products or services. These lists cost more, but end up giving higher ROI because their performance is so much better.

Smart calls begin with a quick visit to the prospect’s website to find out what their business does and how they position themselves. Focused homework beats “tell me a little about your business” every time. Lose the elevator pitches, hype, and feature dumps. Ask before telling and learn before selling.

Smart calls are exploratory calls based on an organization’s relevant news – an event or occurrence that changes them into a better-than-average prospect for your company. Something that you can build a logical, valuable conversation around.

Tell me what you think about integrating telemarketing with some of the more recent tools?

We all need to get really good at multi-media marketing. I define that as: phone + e-mail + social + SEO/SEM + online content. The whole is greater than the sum of its parts. Getting all the pieces working together creates real synergies and greatly improved results.

Speaking of “working together”… strongly encourage coordination between Sales and Marketing. The more closely the two collaborate; the better off everybody is… including your customers.

I couldn’t agree more with everything you’ve said, but especially that last statement regarding Sales and Marketing alliance. Thanks for taking the time for this interview, Michael. Any closing remarks?

Yes. Provide for time. Market and sell with vigor and enthusiasm tempered with humility and patience.

Well put. Thanks again.

If any of you readers have anything to add about Smart Calling, or the integration of marketing tools across media, please weigh in below.

 

Writing effective email copy from an expert in B2B marketing, lead generation and lead nurturing

This is the latest in our ongoing series of tips from some of the experts who provide our sales lead management consulting and training services and our marketing automation and lead-generation agency services.

Meryl Evans

Meet Meryl Evans, one of our email copywriting experts.

Meryl is a professional writer and editor who specializes in online B2B lead generation and lead nurturing. She helps our clients build and maintain relationships with their prospects and customers through email, newsletters, landing pages, blogs and more.

Here are Meryl’s top email copywriting tips:

  • Write emails with the prospect or customer in mind, not the company. Remember that even in B2B, people make the buying decisions.
  • Use paragraph breaks every three or four sentences. Many emails still have long paragraphs, which are hard to read. Faced with a long block of text, many people are daunted and move on.
  • Use multiple sub-headings, and numbered and bulleted lists (like this one) whenever possible. People skim and scan when reading online.
  • Limit calls to action to one or (at the most) two items. Any more than that and people get confused about what you want them to do. Confused people do nothing.
  • Add a response link to the beginning of each email for those ready to take action before reading the rest of the message. Don’t make people who are ready to respond search for your link. Repeat the link further down for those who take longer to decide.

Worth considering:
Professionally written lead generation and lead nurturing emails get higher open rates, and more responses. Consider putting our email copywriters to work. Click here to learn more.

Readers, what are you top tips regarding B2B email copywriting?
Please add your comments by clicking on the word “Comments” in the line below the Share button.

 

Near Boston or New York City? Get up to speed on BtoB marketing automation on your way to work

Executive Breakfast Briefing

To quickly get up to speed on BtoB marketing automation and the benefits it may bring your company—and to learn about some fast, easy and affordable ways to put it to work—please join us for this Executive Breakfast Briefing:

What BtoB marketing Automation is all about, and why you should care

January 26, 2010 – Boston/Waltham
8:00 am to 10:00 am
Westin Waltham Boston
(Exit 27A off Interstate 95/Route 128)
Learn more or register here
Can’t make it? Be notified about future events

January 27, 2011 – New York City
8:00 to 10:00 am
Fashion 26 Hotel
152 West 26th St (at Seventh Ave)
Learn more or register here
Can’t make it? Be notified about future events

Who should attend?

Senior corporate, marketing and sales executives (CMOs,VPs and Directors) at companies that sell products or services to other companies.

If your company spends $100,000 a year on lead generation or millions, you can’t afford to miss this!

Your presenters:

Will Schnabel (a recognized thought-leader in marketing automation and email) and I (Mac McIntosh - voted #1 of the SLMA’s Top 50 Most Influential people in Sales Lead Management) will bring you up to speed on B2B marketing automation over breakfast and have you on your way back to work by 10:00 am.

By attending this Executive Breakfast Briefing you’ll hear about how many of your peers are finding that marketing automation allows them to do more with less when it comes to new business development.

In fact, Aberdeen’s research reveals that 58% of Best-in-Class companies use marketing automation to drive more leads and sales!

So, instead of relying on yesterday’s marketing and lead generation tactics that used to work but no longer do (like “batch and blast” emails), attend this webinar to learn how to:

  • Put your company’s prospecting programs on auto-pilot
  • Reach and nurture more prospective customers
  • Generate more qualified leads
  • Close more sales
  • Lower your cost of sales
  • Increase your ROI

The odds are that one or more of your competitors may have already adopted marketing automation. If your company hasn’t, it may be at a competitive disadvantage! So register today!

What BtoB marketing Automation is all about, and why you should care

January 26, 2010 – Boston/Waltham
8:00 am to 10:00 am
Westin Waltham Boston
(Exit 27A off Interstate 95/Route 128)
Register here
Can’t make it? Be notified about future events

January 27, 2011 – New York City
8:00 to 10:00 am
Fashion 26 Hotel
152 West 26th St (at Seventh Ave)
Register here
Can’t make it? Be notified about future events

Your complimentary attendance at these Executive Breakfast Briefings is made possible by its generous sponsors:

Silverpop – An on-demand provider of an email marketing and marketing automation platform serving the needs of sophisticated, self-service B2B and B2C marketers.

AcquireB2B – A full-service agency specializing in generating more B2B leads and sales with marketing automation.

B2B Contact – Generating more of the leads you need by combining qualified data with rich media messaging and telemarketing.

NetProspex – The world’s most accurate and fastest-growing sales and marketing database, helping B2B decision makers find, reach, and connect with nearly 14 million targeted sales prospects.

MarketSync – Empower sales in your marketing cloud by combining physical and e-mail correspondence to break through the clutter and consistently reach decision makers.

 

Learn the secrets to generating more B2B leads and sales for less

Are you interested in learning how to generate more B2B leads despite your too-small marketing budget and too-few marketing people?

Then don’t miss this complimentary two-hour breakfast briefing designed specifically for senior corporate, sales and marketing executives at a mid-size to large companies, or at a fast-growing, venture-funded small companies; executives who are looking for ways to cost-effectively and efficiently use marketing to boost sales.

What B2B marketing automation is all about & why you should care: An Executive Breakfast Briefing

Boston/Waltham                                New York City
Wednesday, January 26, 2011                 Thursday, January 27, 2011
8:00 to 10:00 am                                  8:00 to 10:00 am
Westin Waltham Boston                          Fashion 26 Hotel
Exit 27A off Interstate 95/Route 128        152 W 26th St (at Seventh Ave)

Generating sales-ready leads is “easy.” All you have to do is get the right message to the right person at the right time. And only do what works. These are two simple strategies, but the details of consistently executing them are a significant challenge for most B2B organizations.

That’s what marketing automation is all about—using technology to implement these strategies and deliver a stream of qualified leads to drive sales in a highly cost effective way. (Your sales team and your CFO will love marketing automation!)

This briefing was developed specifically for busy executives like you

This may be your best opportunity to quickly get up to speed about B2B marketing automation—while having breakfast and discussions on the topic with a select group of your peers.

You’ll hear how many companies similar to yours are finding that marketing automation allows them to do more with less when it comes to their new business development.

By attending, you’ll learn how to

  • Put your companies’ prospecting programs on auto-pilot;
  • Reach and nurture more prospective customers;
  • Generate more qualified leads;
  • Close more sales;
  • Lower your cost of sales; and
  • Increase your ROI

The executive briefing will be led by me, Mac McIntosh. In addition, Will Schnabel, VP of Alliances for Silverpop will discuss some simple ways to get started using marketing automation to drive more leads and sales.

You can attend this complimentary, two-hour breakfast briefing to get up to speed on marketing automation and be out the door at 10:00 am and on your way back to work.

The agenda:

8:00 am: Registration and Breakfast
8:30 am: What B2B marketing automation is all about, and why you should care
9:00 am: How to get started putting marketing automation to work
10:00 am: Briefing concludes

Please reserve your seat today, as attendance is strictly limited.

B2B marketing automation breakfast briefing

Register online: Use this link or visit http://twurl.nl/7zkddn

Register by phone: 1-800-336-1877 x1622

Register by email:
(Please mention the event city and date, including your name, title, company URL and phone number)

Your complimentary attendance at this executive breakfast briefing about marketing automation is made possible by its generous sponsors:

AcquireB2B -Drive more leads and sales with Marketing Automation

Silverpop – An on-demand provider of an email marketing and marketing automation platform serving the needs of sophisticated, self-service B2C and B2B marketers

B2B Contact – Generating more of the leads you need by combining qualified data with rich media messaging and telemarketing.

NetProspex – The world’s most accurate and fastest-growing sales and marketing database, helping B2B decision makers find, reach, and connect with nearly 17 million targeted sales prospects.

MarketSync – Empower sales in your marketing cloud by combining physical and email correspondence to break through the clutter and consistently reach decision makers.

 

Get up to speed on B2B marketing automation in an hour for free

As a top corporate, sales or marketing executive looking for ways to efficiently and cost-effectively boost B2B leads and sales, this Executive Briefing Webinar is for you!

Executive Briefing Webinar

To quickly get up to speed on marketing automation and the benefits it may bring your company—and to learn about some fast, easy and affordable ways to put it to work—please join us for this one-hour webinar:

What B2B marketing Automation is all about, and why you should care

December 15, 2010 – 2:00 p.m. EDT (GMT-4)

Reserve your seat: Register here

Can’t make it? Be notified about future events

Will Schnabel (a recognized thought-leader in marketing automation and email) and I (Mac McIntosh) will bring you up to speed on B2B marketing automation in 60 minutes or less.

By attending this one-hour Executive Briefing Webinar you’ll hear about how many of your peers are finding that marketing automation allows them to do more with less when it comes to new business development.

In fact, Aberdeen’s research reveals that 58% of Best-in-Class companies use marketing automation to drive more leads and sales!

So, instead of relying on yesterday’s marketing and lead generation tactics that used to work but no longer do (like “batch and blast” emails), attend this webinar to learn how to:

  • Put your company’s prospecting programs on auto-pilot
  • Reach and nurture more prospective customers
  • Generate more qualified leads
  • Close more sales
  • Lower your cost of sales
  • Increase your ROI

The odds are that one or more of your competitors may have already adopted marketing automation. If your company hasn’t, it may be at a competitive disadvantage! So register to attend this one-hour Executive Briefing Webinar today:

What B2B marketing Automation is all about, and why you should care

December 15, 2010 – 2:00 p.m. Eastern (GMT-4)
Reserve your seat: Register here

Can’t make it? Be notified about future events

Your complimentary attendance at this Executive Briefing Webinar is made possible by its generous sponsors:

Silverpop – An on-demand provider of an email marketing and marketing automation platform serving the needs of sophisticated, self-service B2B and B2C marketers.

AcquireB2B – A full-service agency specializing in generating more B2B leads and sales with marketing automation.

B2B Contact – Generating more of the leads you need by combining qualified data with rich media messaging and telemarketing.

NetProspex – The world’s most accurate and fastest-growing sales and marketing database, helping B2B decision makers find, reach, and connect with nearly 14 million targeted sales prospects.

MarketSync – Empower sales in your marketing cloud by combining physical and e-mail correspondence to break through the clutter and consistently reach decision makers.

 
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