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B2B Lead Generation In India
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B2B lead generation,B2B lead generation in india

B2B lead generation,B2B lead generation in india

Continuing from the previous post…

By developing lead personas, firms can identify the triggers that move prospects from a lead persona to a buyer persona. One of the most important aspects of this approach is that one has the ability to tailor buyer and lead personas so that they fit the requirements of lead nurturing teams as well as B2B lead generation and sales teams.

Designing the B2B lead generation process, strategies and systems around buyers is the next point to be considered. One must focus on modeling their behaviors when the leads are being nurtured or when they go into the buying cycle. One is sure to get better results when buyer expectations and goals are met. These can be very different in lead nurturing and buying cycles. Conversion rates at the point in time when a lead (persona) converts into a buyer (persona) will also increase. And lastly, one needs to make conversation enablement training a mandate for b2b lead generation and lead nurturing teams. The long period it takes lead generation teams to understand prospects is not in line with the speed at which buying behavior is changing, and this problem needs attention!

 

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B2B lead generation,B2B lead generation in india

B2B lead generation,B2B lead generation in india

Getting valuable and relevant leads is of utmost importance to all kinds of organizations, but the changes in buying behavior are increasing the problems even further. Depending on the nature of product, customers are doing different activities for nearly 70% of buying evaluation before they take a call. Here’s how you can ensure that your B2B lead generation campaign hits the right spot.

First of all, you must research your leads properly. This is the absolute basic and most essential step. You can’t assume that the customers you are targeting are the most likely to buy. Simply because in today’s dynamic environment, such kind of suppositions are very harmful. You need to support your lead generation and nurturing team with information on the kind of prospects that are ideal for business. An example here is about an accounting software for which one might target accounts managers instead of finance VPs. Another important aspect of B2B lead generation is to develop lead personas, which are useful in understanding purchasing behaviors and customer considerations that drive their decisions. Through personas, firms can determine how prospects behave in the certain scenario.

More in the next post…

 

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B2B lead generation

B2B lead generation

Continuing from the previous post…

The first thing to keep in mind is that right from movie to inventions, there have been certain X-factors that have twisted the whole thing around to make it look brand new. Similarly, one can also do a spin-off of a revolutionary product, adding something that was missing from the otherwise perfect offering, and pitch it to the TG in a different manner. Drawing conclusion from this principle is the second point, that one can take a concept that had already been developed and tried and tested and proven successful. And do something completely different with it. The field of advertising is full of such inspirations (another fancy name for derivations). And the same fact applies for B2B lead generation as well.

One can take liberties in the kind of brand positioning route to take, and that’s the beauty of the whole thing. One can say absolutely anything they want to, to sell the product or service. Obviously it shouldn’t border on being false, but that’s about it. And lastly, one can choose to go the different route compared to competition and focus on what others are not addressing, maybe a need that the product already fulfills (or doesn’t) but nobody has paid attention to it. Just these simple considerations can help one score more with B2B lead generation in all circumstances.

 

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B2B lead generation

B2B lead generation

How successful or otherwise a B2B lead generation strategy is going to be completely depends on the USP of the product or service being marketed. The classic marketing adage is to keep on talking about the one unique feature of the offering throughout to campaign, to distinguish itself from competition. And this is where it might seem contradictory to link lead generation with derivative work, since there’s nothing unique about a product or service that is derived from something that already exists. However, the fact is that almost all brand offerings are derived from something in one way or another.

This may be a very hard fact to accept, but virtually everything is based on the concepts of something that has been achieved or planned in the past. So, the challenge lies in creating a core competency and not feeling like a copycat at the same time. However, the silver lining here is that many derivative works have been very successful in the past, owing their success quite a bit to B2B lead generation. In the next post, we will talk about the points that need to be taken care of while marketing a derivative product or service.

 

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B2B lead generation

B2B lead generation

The next point in terms of effective B2B lead generation is the element of randomness. Now, it’s a known fact that collectibles like trading cards, action figures, etc. have a certain element of randomness to them. Their collectors are never sure of when they might strike gold. Also, collectors never know whether they will get the one they are looking one for or not. Taking this into context with lead generation, there’s no telling when the next lead can lead to a big sale. So, it’s important to cash in on every opportunity and keep one’s eyes and ears open.

Rarity is also an essential element with regards to knowing the value of the collectible. For instance, out of print editions and vintage records are considered prized possessions in every sense of the word. Similarly, there are many rare opportunities in B2B lead generation. Now these would certainly not be actual objects, but nevertheless, the gains are certainly tangible. And how! The most important benefit is that one gets the opportunity to work with a prominent client who pays well, over and over again. So, if one wants to get the maximum out of leads, it’s important to keep all these factors in mind.

 

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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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B2B Lead GenerationThis is the last straw in the series of 13 common mistakes, and like all the rest, is a very common phenomenon. The top brass at organizations are a very perturbed lot, and showcase this peculiar characteristic more often than one would expect. Even the slightest debacle gets them all stiff-necked and ready to drop the bombs on each other in boardrooms. There are more discussions on what went wrong than how to rectify things, and that is where time, energy and resources are wasted. And all the B2B lead generation efforts go down the drain!

Over-thinking is a major problem, particularly in larger organizations. What with all the protocols and reporting. Simplifying things is the key to getting more out of B2B lead generation. True, it’s important to understand what went wrong, but there’s no need to get stuck up on the fallacies. It’s more essential to resolve the matter at hand first.

And with that, we are at the end of one of our longest-running series on lead generation. All the pointers mentioned herewith are not specific to any particular industry or market, and work universally for any firm. We hope you utilize this information and drive greater success year on year.

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Organizations, or to be more specific, marketing teams across the world have a habit of clinging on to the winning formula long after it has lost its utility. And this is when high expectations hit rock bottom with the ground realities. Just because a plan or strategy has worked in the past does not guarantee its effectiveness in the present times. However, we do not suggest that you start afresh from the drawing board, but the way to ensure that past experiences serve as stepping stones for future successes is to constantly evolve and innovate in terms of the strategy and tactics used to achieve the desired result via B2B lead generation.

For instance, over the years, many new channels of getting the message across to the TG have come up, social media being the most recent. So, if the brand was doing B2B lead generation via email marketing or tele-calling, they now have another medium to leverage for getting more business.  Further, there may be more opportunities to benefit from conventional channels like trade shows, conferences, etc. depending on the kind of domain the firm is operating in. Summing it up , it’s all about constantly being active in terms of implementation and trying new things.

 

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