Entries Tagged as 'B2B marketing'

B2B enewsletters: Two bits of advice

A client just asked me, “What are the three best pieces of advice to give to companies that embark on an e-newsletter for the first time?”

Here’s my answer:

  1. Useful, relevant content is essential to get readership, and to avoid opt-outs. (I recommend aiming for 80 percent or more useful content and 20 percent or less
  2. Including fewer, shorter articles in more frequent e-newsletters usually gets better results than including more, longer articles in less frequent e-newsletters. (E-newsletters with fewer, shorter articles are easier to get completed and sent out, and more frequent newsletters help keep your company and its products or services in sight and in mind.)

What best advice would you give your fellow B2B marketers about e-newsletters?\

 

B2B Lead Generation Checklist: 22 success tips

What I like best about being a B2B lead generation consultant is I get to work with some of the best people at the best companies in the business. I get to see first-hand what works best (and what doesn’t) when it comes to generating, nurturing and identifying the qualified, sales-ready leads that salespeople, reps, resellers and distributors need.

Speaking of what works best, here are 22 tips for getting better results from your B2B lead generation programs:

  1. Aim where your prospects are
  2. Be there when they are thinking about the problem (right media, right frequency)
  3. Make it easy to find (in the search engine results, on your website, in their email inbox, etc.)
  4. Focus on generating response
  5. Get right to the point
  6. Be relevant (to their job, industry, application, problem, pain, etc.)
  7. Communicate with words and pictures (or word pictures)
  8. Choose your words carefully (use powerful words and avoid clichés)
  9. Talk second-person (lead with you and your instead of we and our)
  10. Invoke a positive emotional response (pride, happiness, etc.)
  11. Talk about pain-relief or solving problems
  12. Show them the before and after
  13. Make it easy to skim (subheads, bullets, bold fonts, links, captions, etc.)
  14. Back up your claim (prove it)
  15. Use testimonials (real people at real companies)
  16. Offer ways to learn more
  17. Make multiple offers (calls-to-action)
  18. Make offers that appeal at different stages of their buying cycle
  19. Merchandise your offers (borders, color, bold, buttons, links, etc.)
  20. Ask for the order (tell them what to do next)
  21. Give a compelling reason to respond right now
  22. Make it easy to respond (by phone, e-mail, website, coupon, reply card, etc.)

What are some of the secrets to your B2B lead generation success?

Hopefully you’ll share some of them with us.

 

A list of B2B lead qualification criteria by category

I was thinking about all the lead qualification criteria I’ve seen used in B2B lead generation programs and started listing them by category. Here’s what I came up with so far:

  • Firmographics (Industry, company size, location)
  • Demographics (Contact’s title, job function)
  • Contactability (Phone number, email address)
  • Action taken (Attended webinar, downloaded whitepaper, requested pricing, spent time on certain Web pages)
  • Need for your product or service
  • Fit (Your products or services meet or exceed their technical, performance, reliability requirements)
  • Competition (What other competitors are involved and can you win against them? )
  • Contact’s role in the purchase decision process (Recommender, influencer, decision maker)
  • Timing (Purchase decision timing, implementation timing)
  • Availability of funding for the purchase (Has budget, can get budget)
  • Size of the opportunity (Quantity needed, revenue potential)

What criteria do you use to determine that leads are qualified as being ready for sales follow up?

How do those criteria fall into the categories above? Are there additional categories of criteria I should add to the list? I look forward to hearing your thoughts.

 

Want to generate more leads? Leverage your prospects’ five senses

Senses

If you want your B2B lead generation campaigns to be as successful as possible, you need your lead generating messages to break through the clutter, get your prospects’ attention and provide them with compelling reasons to respond.

To accomplish these objectives, consider leveraging your prospect’s five senses.

Sight: Many of your prospects process information best visually. To get your messages through to these visual people, use photos, illustrations or icons to help them “see” the benefits of your products or services.

Hearing: Other prospects are more receptive to words; both written and spoken.

My daughter, Shelby, is one of these auditory people. It seems I’m always trying to show her something, as I process information best visually. Yet Shelby is always asking me to tell her instead. Why? Because she processes words better than pictures.

To communicate best with these auditory people, have a conversation with them; either out loud with spoken words or in their heads with written words.

A skilled writer can also use written or spoken words to paint mental pictures for those who are more receptive to visual information.

Touch: Does it make sense (no pun intended) to give your prospects a sample of your product that they can touch or play with? A client of mine, a manufacturer of drawer slides for the furniture industry, sends samples to qualified prospects so they can feel the quality and assess the durability of the company’s products firsthand.

Other products, software is a good example, lend themselves to “test drives” via Web demos, evaluations copies or free trials.

You can use also touch to communicate in more subtle ways too, like using the quality feel of your printed literature to reflect the quality of your products or services.

Smell and taste:

Have you ever had a pleasant smell trigger a pleasant memory? Or felt great after eating something tasty or sweet?

Hotels understand this and have created “signature smells” for their properties.

Or a catering company could leverage prospects’ taste buds by including a delicious cookie in its mailing, or giving them away at its trade show booth.

If you have additional tips about using the five senses to generate more leads, or have some related success stories you can share, please do!

 
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