Entries Tagged as 'Sales lead generation'

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

 

 

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.

 

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

 

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.

 
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