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

Continuing from the previous post…

There are many ways in which one can be discourteous, the most common one in terms of B2B lead generation being excessively persistent in terms of social media campaigns, email messages, mobile messaging, inappropriate landing pages, etc. Essentially, all this is a recipe for disaster and can lead to dwindling sales at the drop of a hat! Sure, social conversations are important, but so is the need to follow etiquette.

Another interesting point that needs to be considered while formulating a B2B lead generation strategy is that it’s not necessary if something has worked for B2C, it would also work for B2B. But then again, neither is it written anywhere that it won’t! Often, marketers are so skeptical about avoiding tactics that have proven effective for B2C that they completely ignore the fact that with a little modification, these tactics can work wonders even in the B2B domain. It’s obvious that one needs to do a bit of research before taking the plunge, but in the end, it’s going to be worth it if the nuts and bolts have been tightened at the right spot.

More in the next post…

 

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Standardization can only go so far in helping an organization achieve its targets, for a stage would come when the need for customization would overpower the need of committing to a particular process. Sure, it’s important to follow the tried and tested methodologies of B2B lead generation, but it’s even more important to ensure that the process is not blindly followed. Every market and its audience is different, and this is where the trick lies – to identify which parts of the winning strategy need to be modified, and which need to be left as it is. The lead nurturing process, which is essentially an extension of the lead generation process, must be constantly refined and modified to ensure that the company is in sync with the changing times, for that is the only means of survival.

Another important aspect as far as B2B lead generation is concerned is to understand when one has crossed a line and act accordingly. There are instances when one gets too ambitious to score leads and intrudes on the privacy of the TG. Obviously, this is not the brightest of ideas, but the trick is to rectify the mistake as soon as possible.

More in the next post…

 

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Perception management, as a term, as become increasingly relevant with regards to B2B lead generation. In today’s times, relationship building is as important as ever, but a significant majority would be content in working on a ‘satisfactory’ foundation, for the lack of a better word. Unfortunately, this foundation is often not strong enough to sustain the relationship or allow for growth. So, it’s important to manage and change perceptions that help in strengthening relationships. This can be made possible in the most impactful manner via establishing thought leadership in all online and offline marketing activities.

As a customer or client, one of the most irritating things in being associated with a brand via social media is the incessant noise that is being made. This refers to daily updates on Facebook, Twitter, etc. Truth be told, it’s pretty evident that in a bid to be more active on the social scene, companies make the mistake of ‘dumping’ information on the TG. This hardly works for anyone, and more often than not results in lower brand equity as the firm seems too needy (and greedy!) for attention. Hence, this kind of actions must be avoided at all costs.

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Continuing from the previous post…

The senior management at firms across the world has a peculiar habit of being so impressed with presentations that they make decisions at the spur of the moment, particularly in the case of sales automation and CRM, not evaluating whether or not the new system being purchased is actually needed or not. The result? It becomes the elephant in the room after a humongous investment on the software and then on training regarding how to implement it. Sure, it’s justified when it’s required to take the next leap in B2B lead generation, but the firm needs to be absolutely sure of the same. If any member of the staff is feeling that the existing system can be modified or upgraded to serve the purpose, it must be discussed.

The simplest way to do this is to ask more and more questions about how the new system is going to impact B2B lead generation. It’s important to keep in mind that it’s the technology that needs to work for the people, and not the staff that has to be accustomed to the new ways of working. If things are not as comfortable as they should be, it’s important to pull the plug at the very beginning.

 

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As mentioned in the previous post, customers need to see value in the deal. If this continues, either of the parties gives up eventually. Most of the times it’s the prospect, and it’s not a great feeling when that happens. However, there is a way around this phenomenon, and that is to go back to the drawing board, i.e., the questions and their possible answers. Customers would obviously ask for the maximum bang for their buck, but there are limitations to what a certain product or service can deliver, of course! The trick is to strike a balance between the expectations and the deliverables. Once that happens, it’s smooth sailing as far as B2B lead generation is concerned.

Firms, especially startups and small to medium scale enterprises, face the issue of attrition and budget cuts, which has a tremendous impact on the B2B lead generation process. And quite rightly so, for an organization can never function without employees or infrastructure. And while there certainly isn’t any way of avoiding this, one can always prepare for the worst by establishing processes that integrate the sales and marketing teams. Sure, there would be less hands at work, but quality is virtually guaranteed if the team is aligned to work in collaboration.

 

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Continuing from the previous post…

Maintaining dialogue with current customers is extremely important, for the simple reason that one never knows when an opportunity would come up. At such times, instead of searching for new vendors, companies try to get their existing vendors to fulfill the requirement, just like the latter can get more revenues from existing customers compared to new ones. The best way to ensure B2B lead generation results via this channel is to make the effort to inform them about the latest updates in the industry (if not by call, then via emails) and slip in a word or two about the company’s products or services in the same arena. By voluntarily helping them make a good investment, one can enhance brand equity by many a notch.

Another mistake to be avoided during B2B lead generation is the habit of rushing the sales cycle. Of course, the only reason why one would ever want to do the same is because of the sales targets. Everybody knows that there’s a significant amount of risk associated with this practice. Still, the problem is that it’s a necessary evil, so to speak. Or so one thinks. The fact of the matter is that companies delay closing the sales because they don’t see value in the product.

More in the next post…

 

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