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

The important thing to remember while hosting webinars is that although one has uploaded it on media sharing platforms, it’s also important to host it on the website. By doing so, the brand gets a higher chance of receiving more visitors on the website, where all the desired information, which might not be disseminated in the webinar due to obvious reasons, would be available.

Webinars also share a close relation with lead nurturing and consequently, calculating the impact on revenue performance. By offering a constant stream of good quality content, brands can form better relations with current and prospective customers. This helps the latter in their business, and they appreciate the brand for its philanthropic initiatives, and (hopefully) reward them with more business! However, it’s important to understand here that to measure the success of the sales lead generation campaign, one needs to keep an eye on the numbers. If a specific kind of content was working during the initial stage of the campaign and is not getting so much response now, maybe it’s time to change the approach, but the brand would only know this when it knows the kind of numbers that are being driven.

 

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Inside Sales Outsourcing, Inside Sales Outsourcing in india, Sales lead generation, sales lead generation in india

Inside Sales Outsourcing, Inside Sales Outsourcing in india, Sales lead generation, sales lead generation in india

There’s a lot of emphasis being placed upon webinars and their importance for sales lead generation. Even though it might seem like and indirect means of getting business for an organization, some of the leading management gurus of our times have repeatedly spoken at length about how webinars are a critical part of the overall marketing strategy. Essentially, they are a great means of storytelling, which present case studies and the capabilities of the organization in a better manner. The plain whitepapers with different colored fonts just doesn’t do the trick any more, but videos and attractive animated graphics are, and will be for a long time, a sure-shot winner.

Also, contrary to popular belief, webinars and SEO are in fact very closely related, and if the latter is not included while promoting the webinar, the organization is missing out on something. To get the most out of a webinar, one needs to basically use every weapon in the arsenal, i.e., every promotional channel. Here, SEO doesn’t just mean articles, meta tags, etc., but includes a comprehensive list comprising YouTube, SlideShare, Facebook, email, blogging and Twitter. This holistic approach helps companies get the maximum leverage from the internet.

More in the next post…

 

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It’s important to come to terms with the fact that web access via mobile devices is increasingly becoming more popular, and visitor traffic statistics are a vivid proof of this phenomenon. Hence, B2B marketers have to act accordingly with regards to their B2B lead generation campaign, keeping a tab on the form submission requests and the kind of assets that are being used for generating leads.

The type of content being accessed more frequently by recipients, the type of B2B lead generation forms being filled out and the complexity & accessibility of form submissions are important parameters that need to be considered while planning the campaign. One should consider reducing the number of requirements in form submissions when it comes to mobile visitors, or adding more content like whitepapers, webcast recordings, visual elements, etc. to make the submission form more attractive. That being said, the first step for marketers to get better leads is to optimize assets across the website and lead capture pages. The basic strategy should be the same, and would include domains like keyword research, social sharing options, HTML title, web addresses, meta descriptions and page headings. Next, the needs of the sales team need to be considered and acted upon in terms of the fields of form submissions, mandatory and optional. Lastly, web traffic tracking is essential to map the success of the campaign, as it helps in making crucial decisions.

 

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Lead scoring essentially defines whether the lead needs to be handled by the sales team, for initiating communications, or the marketing team, for nurturing the lead. All in all, any prospect can become a great source of B2B lead generation if its place in the lead funnel is understood properly. Newsletters and whitepapers have the tendency to generate leads that are not so much for the sales as for the marketing team, i.e., they are generally about nurturing the lead.

B2B lead generation,  B2B lead generation in india

B2B lead generation, B2B lead generation in india

Coming to the opportunities for B2B lead generation, besides SEO and PPC campaigns, webinars, trade shows and email marketing are also veritable melting pots of leads. However, the only question is how marketers can get the required contact information in order to get visitors to such events or in their email marketing lists. And the answer lies in the form submission data that is gathered with assets that are created specifically for lead nurturing. Now, websites access via a mobile device is increasingly becoming more common, and B2B marketers need to make room for this idiosyncrasy that is fast becoming a norm, evaluating requirements for form submissions and the kind of assets that are being used for lead generation.

 

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Continuing with the previous post…

Comprehensive information may be made available in the form of a white paper, and when a person in an investigative state of mind finds it, along with a short form that has optional fields, the overall proposition is, for the lack of a better word, more palatable. Also, forms that are supposed to be funnelled directly to the sales tea need to take details required to identify qualified leads into consideration, but it’s important for the sales and marketing teams to figure out the plan of action.

And as marketers look for better assets for improving their B2B lead generation campaigns, multiple forms, with different kinds of form field requirements, must be used to capture visitor information at different levels. However, care must be taken to not overdo the tactic by forcefully asking visitors for information that can be avoided. Let’s face it, nobody wants to part with personal information! Creating a point structure that has different kinds of attributes like job title, company size, email address, etc. can be used for lead scoring, which is essentially a means of judging the quality of the lead. Every new lead is given a score, and the ones that score the highest are given the most attention.

 

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The internet has become a veritable treasure trove for marketers aiming at B2B lead generation, with search engine marketing playing a vital role in getting the TG interest in a product or service. However, as digital marketing strategy is evolving, the level of competition is going up. In such a scenario, lead quality and lead quantity are both equally important for businesses. That being said, the challenge is to balance lead quality and quantity without compromising on either.

The first step for effective B2B lead generation is identifying the kind of assets the marketing team has at its disposal, and how effective are these assets in getting the job done. Here, it is important to understand that there’s no need to include form submission at every step. For instance, the asset, which is essentially a value proposition for the brand, should not have a compulsion for the customer reading it in the form of submitting vital information. While many businesses might disagree, the fact of the matter is that the customer is in an investigative state of mind, and if the information being disseminated via the asset is valuable, he/she will return for more, and that is the point where the customer will be captive audience, which is much easier to tap.

 

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Focusing on local customers is a great way to ensure success with small business lead generation. Generally, there has been a trend that local consumers want to benefit their local communicate and would prefer buying local whenever it suits them. This gives a great reason to maintain a relationship and keep them informed, for their propensity towards becoming more loyal to the brand is considerably higher. Also, customers won’t mind paying a little extra when they trust a brand on a different level. There are also many organizations that actively support local businesses, as they are the backbone of the local economy.

Often, companies tend to ignore local customers during their small business lead generation endeavors, unaware of the fact that this particular section can actually help them expand their business. Also, businesses can benefit a great deal by developing a referral strategy that encourages word of mouth promotions, which are a lot better than spending on advertising which does not get the same kind of results, particularly in case of lesser known brands. The best time to ask for referrals from customers is right after they have purchased, although businesses can also resort to using them from time to time via email campaigns and other means. In the end, the proposition is extremely rewarding.

 

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Getting the right message delivered to the right person is extremely important for all kinds of business, and when it comes to small business lead generation, every missed opportunity is extremely critical. Hence, it’s important to utilize a reliable tracking software or technology to know the kind of people that visit the website, the kind of mails they open and click through, and so on. Demographics and psychographics are also extremely important, as they allow the brand to target the message as well as product or service offering. Just by clearly defining what benefits the offering provides can lend a lot more transparency to the entire system and ensure better results.

Small business lead generation is also buoyed by creating partnerships with relevant businesses that provide products or services complimentary to the brand’s offering. The business models can be integrated together and the entire sales and delivery process can be intermingled to mutually benefit from different kind of business deals. Growing together is one of the most important ways to expand business, and by partnering with a reliable organization helps businesses give their customers more value, which also ensures their loyalty.

 

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Using local SEO is another great small business lead generation tactic that can give brands the much needed exposure without overspending. All that is needed is to establish a web presence for the business and optimize the website. There are many online tools like Google Places that are of critical importance for getting listed and having a better chance of being found online by interested consumers. Using the Google keyword tool and researching common phrases that are used to find a particular product or service that the brand is selling is nearly a sure-shot way of getting the desired exposure, although brands generally prefer taking the assistance of a specialist agency in this regard, since this is a technical aspect of small business lead generation.

Other online tactics are using the target keywords on every page, writing relevant content in accordance with the keyword, creating page titles using these keywords and promoting the website via search engine optimization (again in collaboration with a specialist agency) are some of the other effective lead generation measures that can give great results. An increasing number of organizations are also maintaining a company blog, since that also helps in search engine optimization, eventually bringing the business closer to its objectives.

 

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Owing to the phenomenally high number of new ventures and startups being setup, the need for small business lead generation is growing leaps and bounds. The next set of posts will take a deep dive into the kind of tactics organizations can utilize to give their business a boost via simple steps.

The first step that needs to be taken for better small business lead generation is to setup separate teams for capturing leads and for converting them. Too often, startups have a unified sales team for this purpose, and this is where the problem begins. By having two separate teams, the roles are clearly defined, and the organization can also hire specific people according to their skill set. Expecting someone to be a master of both fields (or even a jack of all trades) is a mistake that becomes the organization’s undoing. Also, by dividing the team on the basis of their roles, one can also track performance in a better manner and organize dedicated training sessions to ensure better results. All in all, dividing the sales team gives organizations the license to take their business to the next level, and virtually ensures that customers are more satisfied.

 

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