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

The recent times have seen the internet expand its reach as a veritable treasure trove for businesses. However, not many businesses are as keen to fully exploit its potential. Conventional means of small business lead generation are still being resorted to, in spite of repeated reminders from experts in various interviews that it’s time to take a step forward. And the benefits of doing so are tremendous. The most prominent one being the fact that now, one can get accurate tracking reports of the marketing campaign, so that every penny spent can be analyzed and put to better use the next time around.

Quite obviously, this also means that businesses can optimize their campaigns to focus more on channels that deliver better results than the rest. Also, the number of people that can be reached out via online marketing is usually phenomenally high compared to any other medium, ensuring better exposure for the brand. But being too reliant on online marketing is also not the smartest of ideas, for two reasons. First, the success of the campaign depends a lot on the team that is executing it, and in many more ways than conventional channels. Secondly, there are quite a few domains where one needs to continue with the traditional marketing tactics, for the audience is still receptive to the same. However, this does not mean that online marketing will not show its magic!

 

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Often, small businesses are faced with the perennial question – how to continue generating leads from the same market. True, opportunities are constantly arising in today’s dynamic business scenario. However, competition is also thriving in the same world, and there are phases when the prospect of getting more business seems excessively bleak. It is also a known fact that while established organizations can somehow manage to get new clients or ensure their present ones stay, small business lead generation is a totally different ball game. One needs to make the most of every opportunity, and just can’t afford to let go at any point in time.

In such a situation, instead of struggling in the existing market with ‘innovative’ and ‘out of the box’ ideas that often do more harm than good (simply because one is too desperate and willing to try anything!) it’s best to explore new and emerging markets for garnering leads. For instance, if a business is operating within a state, it can expand its presence in the country; if it’s operating across a country, it can reach out to the continent, or the world. The focus needs to be on expanding horizons, and not in limiting them.

 

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There are many B2B lead generation firms that utilize online marketing for B2B lead generation. There are also many organizations that utilize such tactics to garner leads for their clients, like yours truly! However, organizations and marketers alike often ignore the fact that just having a robust emailing list does not solve the problem, even if it’s an opt-in emailing list (which is more or less an industry benchmark these days). These are essentially just prospects that need to be converted to leads, and then to customers, via a wide range of marketing tactics.

B2B lead generation,  B2B lead generation in india,

B2B lead generation, B2B lead generation in india,

In today’s times, the gap between email marketing and telemarketing is gradually narrowing, and the reason is increased exposure to the web world, which has essentially led to more and more people being approachable via both modes of communication for better B2B lead generation opportunities. Coming back to the conversion bit, one needs to gather more information about prospects, so that it can filter the relevant prospects and approach them, rather than just going on an all-out endeavor to reach out to as many people as possible. It’s important to understand that a targeted approach works well for everyone, as it doesn’t waste time and resources, and whatever extra effort it takes to filter prospects is worth the trouble.

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It’s a rather embarrassing fact, but true nevertheless, that many people, or rather businesses, manage to succeed, but fail to manage the success, i.e., they can’t sustain the increase in cash flow or the sudden spurt. This is often a very paradoxical situation, because this was exactly what the business wanted! The main reason why this happens is because there is no system in place to handle the sudden pressure, and often results in knee-jerk reactions that are obviously not the smartest solution to the situation.

B2B lead generation,  B2B lead generation in india,

B2B lead generation, B2B lead generation in india,

In this regard, B2B lead generation also does not have much of a role to play, but entrepreneurs need to understand the fact that just like it is important to push the sales team to get more business, the activity needs to be spread across evenly throughout a span of time, so as to sustain the growth. Also, in case one does want exponential growth, the financial backing for managing the sudden increase in activity is of paramount importance, because without the capacity to withstand the influx of business, one is putting whatever success has been accomplished till date, at stake.

 

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The ever-utopian concept of ‘pursue excellence and work will automatically find you’ certainly seems to be the great entrepreneurial dream. Too many businesses that had great ideas and the right resources to bring them to reality bit the dust simply because they were too naïve or too proud to market themselves. One might argue that B2B lead generation is essentially a means of letting the world know that one exists. However, the fact of the matter is that while lead generation is essentially a means to get business, one needs to make the brand presence felt via numerous other promotional media, on the internet and off it.

B2B lead generation,  B2B lead generation in india,

B2B lead generation, B2B lead generation in india,

This is necessary for B2B lead generation tactics to be effective, since the clients one approaches would definitely want to work with a company that has a reputed name in the market. In this regard one would certainly have to perform well, but also needs to promote the capabilities that the brand possesses in terms of resources and skill set. The sales team would certainly benefit in a great way from such practices, and the brand can leverage on its promotional campaigns to enhance revenues exponentially in the times to come.

 

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The next important aspect when it comes to B2B lead generation is to decide one’s income. This refers to understanding the earning capabilities of the enterprise and planning the expenditures accordingly. More often than not entrepreneurs are either too optimistic or too pessimistic (read realistic!) about this aspect. In simple words, it’s necessary to have a bird’s eye view of how the business is shaping up in the long run. However, one must also not lose sight of the kind of developments that are necessary to ensure such kind of progress.

B2B lead generation,  B2B lead generation in india,

B2B lead generation, B2B lead generation in india,

In this regard, B2B lead generation plays a vital role, since it’s plays a vital role in the revenue generation cycle. However, one needs to be most attentive about how to enhance the quality of the process and also keep an eye on the revenues that are coming in. Quite obviously, one would have to constantly stay updated of the recent developments and assess their impact on the times to come. However, this kind of dedication is absolutely necessary to ensure that the business goes in the right direction and achieves its objectives. The availability of financial resources is of vital significance, and is worth the time and effort!

 

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Besides knowing why one is in the business and where the enterprise stands with regards to the market scenario and prevalent competition, it’s also important to chart the course for the way ahead when it comes to B2B lead generation. Paradoxically, this, to a large extent, depends on whether or not one knows where he/she currently stands. Many visionaries started out with nothing but what could hardly be referred to as startup capital, and a firm understanding of where they want to go. Start-ups that fail are generally headed by people who are the exact opposite of the kind who succeed – having lots of start-up capital with little or no idea regarding what to do with it!

B2B lead generation,  B2B lead generation in india,

B2B lead generation, B2B lead generation in india,

Unrelenting ambition certainly has its role to play, but dedication and focus are the key ingredients to driving success in the long run. Even if one has a revolutionary idea that virtually guarantees success, it’s only a matter of time till competition will begin encroaching upon the virgin territory. Needless to say, if a contingency plan does not kick in at the correct time, the firm that originated the concept of the product or service might easily find itself with failing consumer demand simply because its competitors could sustain the success, market their products better, etc. Hence, planning for the way ahead right now is of utmost importance for B2B lead generation to be as effective as it’s supposed to be.

 

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