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2013 February | B2B Lead Generation,Inside Sales,Appointment Setting,Telemarketing and Outsourcing | The Global Associates
From the monthly archives: February 2013

B2B Lead GenerationTalking in layman terms, there isn’t much difference between B2B lead generation and buying collectibles. Although we don’t presume that it’s a good idea to think of leads as trading cards or souvenirs, the lead generation process actually has a lot in common with collectors in the context of understanding value as well as the need to spend money for the same.

The first principle of B2B lead generation is to spend moderately. Everyone knows that it’s not the best of approaches to spend lavishly. However, it’s not always a vice either. Doing things in moderation is the name of the game. The problem comes when moderation leads to an addictive spending behavior. Now, coming to collectors, there are a lot of things, right from action figures to comic books, that can be collected. And this is not too different from generating leads for the product or service. One needs a lot of leads to be filtered down to genuine prospects for making the sale. Combining this with the fact that global availability is a boon in every sense of the word, one can get quite a few leads with simple tactics.

 

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Sales Lead GenerationFor nomads, the most characteristic ability is to constantly be in the hunt of new leads, which can lead to a swarming behavior and makes the sales lead generation strategy similar to that of barbarian armies, so to speak. In that sense, customers are actually scared of the service provider, since they are never sure when they would be given low priority because the firm would be too busy looking for new business. Alternately, the lead generation process can also be similar to an authoritarian dominion. Firms have claimed certain area as their own and wouldn’t leave nor bear the thought of competition eating into their share. Thus, they try to manipulate the market environment into what seems like and artificial caricature of itself.

Both nomads as well as settlers have their own formula for inflicting permanent damage via haphazard lead generation. This is certainly counter intuitive if the intent is for the lead generation strategy to stay alive, so to speak. And it will stay alive because one allows the marketing environment to live on. One does not remain aggressive in marketing and consider long term effects of meeting with prospects. However, one also needs to constantly replenish the leads funnel so as to remain competitive, and adapt to a mix of the aggressive nomad and the persevering settler.

 

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Generating leads is one of the most important and constantly recurring processes for any kind of organization. Whether it is a fledgling enterprise or a big shot firm. The approaches to sales lead generation are also a very important aspect with regards to how successful the strategy would be. Essentially, there are two approaches – nomad or settler.

The nomad approach is all about collecting new leads at all times. And once the prospects have turned customers, move on to new ones. This is basically a very aggressive strategy wherein the focus is not on retaining present customers, but in constantly looking for new ones. Companies that follow this approach would always be on the lookout, and would also have their positioning in a way that makes them visible to more and more new customers. On the other hand, the settler approach is the exact opposite, i.e., it talks about customer retention, making customers more reliable and more dependent on the service provider. True, there’s also the bit about getting new leads, but the focus is on making them repeat customers. There’s no guideline as such regarding which of these approaches works better, and we shall explore more about this in the next post.

 

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Continuing from the previous post…

Prospects that may feel turned off by the image projected in front of them, so to speak, would in all likelihood not have been suitable leads for B2B appointment setting. So, it’s actually a good thing that instead of the firm having to go to the trouble of sorting out which leads are worth pursuing, this self-filtration takes place right at the onset. Also, by establishing a brand image right at the beginning, a firm comes off as a robust entity that cements the standards that it’s willing to live up to. Call it practicing what you preach, but it’s a quality many admire.

True, there may be situations when one would have to go the extra mile to ensure what was promised is delivered, but even if mistakes are made in the process, it’s better to own up to them rather than cover up. And lastly, this approach builds trust between the firm and the current & prospective clients, which builds the foundation of a long lasting business relationship. Essentially, it’s not just about fixing an appointment. One needs to look at the long term implications as well. Only then will the entire exercise be successful.

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B2B Appointment SettingWhenever one talks about marketing and B2B appointment setting, executives always seems to have a pretty black and white view of the business image. Some think that image is everything in this context, and can make or break a deal with regards to setting an appointment, while others think that image is just an excuse to overcompensate for business values. However, it has been conclusively proven time and again that image does have a lot to do with appointment setting. But it’s also true that just marketing techniques or pitches can’t for a business image – they are driven by the business values.

Taking the example of a tax consulting firm – the B2B appointment setting campaign is supposed to prove to the TG that the expertise provided by the enterprise is comprehensive & reliable, and can help companies keep their business operations aligned with the legal procedures. So, even though the leads are important, one must never be afraid to say things that may put off some clients, as long as they are in line with the business values. This is what it actually means to have an image. There shouldn’t be anything fake about the pitch, i.e., prospects should be able to see what they’re being offered.

More on this in the next post…

 

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