Entries Tagged as 'Sales lead generation'

Use vertical marketing to generate more sales-ready leads

Imagine that you have a business problem and are evaluating companies to help you solve it. You can choose a generalist that claims to do everything for every scenario or an expert that focuses on solving exactly the kind of problem you have, for companies just like yours, with a track record of success.

I’ll bet you pick the expert, which demonstrates the advantage of vertical or niche marketing.

Whether you like it or not, your company is probably perceived by prospects as one of a large group of possible suppliers, perhaps one of thousands. This makes it a struggle to break through the noise. Prospects will find it difficult to determine whether your company may be their best choice.

The answer is to position and communicate your company’s expertise within particular verticals or niches. Rather than try to market to the whole world, pick particular industries, applications, geographies or companies of enough size that you are best suited to serve–then focus your marketing.

Get familiar with your market

Find out where decision-makers, recommenders and influencers from these companies hang out. What trade shows or conferences do they attend? What associations do they belong to? What newsletters or magazines do they read? What websites do they visit? Use what you learn to determine the best lists, databases and marketing tactics for delivering your lead generation messages to these key people.

Speak directly to your market’s needs

Next, create one-to-many marketing messages that look like one-to-one messages, and sales materials that directly address the vertical or niches you intend to pursue. Mention the specific problems and business pains they face. Use lots of key words and images in your materials to let these prospects know you are speaking directly to them. Even your slogan should speak to your target market. Examples include: “Specializing in accounting services for small and midsize retailers in the greater Chicago area;” “Software Solutions for the Restaurant Industry;” “The Healthcare Supply Chain Experts;” and “Retail Displays for the Wine and Beverage Industry.”

Use a variety of offers

Be sure to include lots of offers in your marketing materials, designed to elicit a response and start the sales process. Educational offers such as how-to guides, buying guides, white papers, case studies and invitations to events on relevant subjects are the basic tools for eliciting responses from prospects.

Consider multiple stages of the buying process

Consider tailoring your lead generation offers to appeal to people at different stages of the buying cycle. This could mean offering a white paper or executive information kit for prospects who are early in the process vs. a seminar invitation for those in the middle and a free consultation or needs assessment for those who are closer to being ready to buy.

Demonstrate your niche expertise

Leverage your certifications and other credentials, your client list and case studies that specifically address your vertical or niche market prospect’s industries or applications. And liberally season all your marketing and sales materials with testimonial quotes from happy customers in specific situations your prospect faces.

Vertical marketing will help your company be perceived as the right solution that your prospects need. The result will be a competitive advantage and more sales.

 

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 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, social media, 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 Meryl or our other marketing copywriters to work. Click here to learn more.

Readers, what are you top tips regarding B2B email copywriting?

 

B2B sales lead generation is easy: Four rights will get you there.

B2B sales lead generation is easy: Four rights will get you there.

  1. The right prospects to target
    The companies and people at those companies, who appear most likely to buy your products or services.
  2. The right offers
    Compelling calls-to-action designed to generate inquiries that, when qualified, become sales leads. A suite of offers designed to appeal to prospects at all stages of their buying process, from awareness to inquiry to consideration to purchase.
  3. The right media
    Lead generating media like direct mail, email and telemarketing. (letting brand and awareness come along for the ride.) And websites optimized both for the search engines (so yours gets found when prospects are searching) and for engaging the people who visit (generating leads, not just fly by visitors).
  4. The right timing
    Using ongoing, multi-touch campaigns designed to make sure your products and services are in-sight and in-mind when your prospects are thinking about the pains their problems are causing, or are already searching for pain-relief.

I think B2B lead generation is easy.  The hard part is generating more qualified, sales-ready leads, faster and at the lowest possible cost. That’s where real expertise is required.

What do you think?

 

Lead generation tactics e-book

04Successful 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.

 
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