Entries Tagged as 'Sales lead generation'

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

 

B2B lead generation terminology: Getting on the same page

A lead is a lead. Or is it?

I always recommend to my sales 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?

 

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.

 

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