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2012 April | B2B Lead Generation,Inside Sales,Appointment Setting,Telemarketing and Outsourcing | The Global Associates
From the monthly archives: April 2012

The title of this blog post ( B2B lead generation ) may have baffled many, but just stay with us for a little while and you’ll know why we have chosen to write on a subject that might come as a rude shock to many. A surprisingly high number of business owners are not aware of their standing in their area of expertise. You might say here that sure, why wouldn’t the head of an enterprise know what he/she is doing in his/her domain, but the fact is, many don’t! a significant majority of these are overly ambitious, and ridiculously optimistic.

B2B lead generation,  B2B lead generation in india

B2B lead generation, B2B lead generation in india

Looking at the bright side of things is certainly a big plus point in the long term, as it keeps one going and also inspires the work force, but being realistic is critical to the very existence of the business. Simply put, one constantly needs to do a Strength, Weakness, Opportunities and Threats (SWOT) analysis of the business to know the prevailing scenario and how the current challenges can be tackled by proper planning and strategic initiatives. In this regard, knowing one’s financial standing is also vital, although this is probably a lot easier, since the numbers speak for themselves. However, we have to say, if you went out in the field with the purpose of finding disillusioned business owners, you would be shocked by the sheer volume of the same!

 

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Social e-tiquettes are big on the internet these days, owing to the immense popularity of social networking websites like Facebook. That being said, organizations are also hopping on to the bandwagon to promote themselves. First mover advantages set aside, being active on social media is a prerogative, more so a mandate, for business across geographic locations and domains. The client wants a more personal interaction with the brand. Quite frankly, it’s like the next level of communication after e-mail and tele-conferencing.

B2B lead generation,  B2B lead generation in india

B2B lead generation, B2B lead generation in india

So, while retail establishments are certainly going all gung-ho about this new means for B2B lead generation, companies that are in other domains also need to establish a robust presence on social media, since it’s a great (and cost effective) channel to promote themselves and modify their positioning as and when the need arises. Social media has the potential to radically change perceptions, swinging them either ways. And the best part is, companies can easily map reactions from their target audience and do something about it in real time, rather than waiting for a strategy to be formulated and put into action. It’s like an untapped intensive research tool that can work wonders for all kinds of businesses – all that is needed is a start!

 

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During B2B lead generation endeavours, companies generally focus on acquiring new business from clients with whom they have not done any transaction in recent times. This is generally seen as the definition of lead generation. However, a lead is generally any prospect or query that can translate to business. Hence, on a very basic level, even the current clients can, and do, provide leads. However, a significant majority of organisation involved in B2B lead generation ignore this very obvious fact and continue pursuing new clients. Sometimes it does bear fruits, while in other cases, it’s like a wild goose chase.

B2B lead generation,  B2B lead generation in india

B2B lead generation, B2B lead generation in india

The point here is to widen one’s horizons and go beyond the conventional definition of B2B lead generation. Business is all about generating revenue. Sure, more clients do translate to more opportunities to get more business in the future, but only if these opportunities are tapped. Organisations are generally so focussed on acquiring new clients that they completely forget about their existing ones, which leads the other organisations ‘stealing’ them from their current service providers. This trend is a norm in the industry. However, if companies pay equal emphasis to current and new clients, a much healthier and more evolved business scenario would take shape.

 

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In the domain of B2B lead generation, all the renowned players have one trait in common – facilitating ease of contact for the client. Usually, when it comes to B2B transactions, companies are not very comfortable with the product or service being suited to their needs until and unless they have a point of contact that can be… well, contacted, with regards to the salient features of the offering, as well as for answers. When one compares this scenario to a B2C domain, contact is often a rare necessity for luxury products, but that is only because the implications of the offering having a massive impact on the life cycle of a business, positive or otherwise, are greater.

B2B lead generation,  B2B lead generation in india

B2B lead generation, B2B lead generation in india

Unfortunately, under procedural pretenses, organisations often make things so complicated for a prospect, that the service provider is not even given a fair shot before being rejected. One of the classic examples of lack of clear communication being an obstacle in B2B lead generation is installing a telephone system that requires one to key in a lot of numbers before the actual inquiry is made. The human touch is most necessary, even when it’s the case of an email to the standard helpdesk mail address. A call back always helps, and also allows one to gauge the level of interest of the prospect, which certainly plays a vital role in increasing the chances of securing business.

 

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