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B2B Lead Generation In India
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B2B lead generation is one of the most important processes for any kind of organization across the world. However, the biggest mistake ever committed by firms once they get leads is to think the job’s done. The fact of the matter is, just because one has conversed with the prospect online (exchanged mails, got the lead through a banner campaign) or offline (telemarketing) doesn’t mean it’s not necessary to talk to them in person. That’s exactly what one needs to close the deal, or take it to the next level in the sales cycle.

The perception of just using correspondence to qualify sales deals is one of the primary reasons of leads slipping out of the sales funnel. People are of the opinion that the means don’t really matter as long as the conversation is going on. However, personal interaction via phone or by meeting in person is a great way to establish trust and get to know the other person is for real, so to speak. The prospect may have just filled a form online or shown interest via mail. It’s one thing to see a person interested in the proposition, closing the deal for real, totally another.

When it comes down to the bottom line in B2B lead generation, one would be talking about much more than just filling out a form. Sure, the other person has a hint of the services or products being offered, and would be likely to spend. But there are many more aspects like making proposals, budgets to be taken into consideration, etc. All this means that the leads need to be really qualified to take things to the next level.

Another point of consideration is that one needs to be clear on what the prospect is up to. There’s nothing more misleading than mixed signals. One can’t hope to get anywhere just by waiting for the client’s responses all the time. It’s important to follow-up and show the other person that you mean business. Having the prospect’s ‘word’ is another misleading characteristic of an incomplete B2B lead generation conversation, particularly in an email format, since anybody can write it. So, one needs to physically talk to the other person to know they mean what they say. And lastly, one needs to ensure that neither the service provider nor the prospect too much time thinking. This usually results in the B2B lead generation efforts going to a waste, and one needs to action things out sooner instead of later.

The reasons why so many organizations fail at B2B lead generation is because they are still going for the tried and tested concepts of getting prospects to take a look at their offerings. It’s the new age, the digital era, and one can do so much more with social media and get qualified, strong leads for their business without having to struggle too much.

This is all the more important while doing B2B lead generation for big ticket items like cars, real estate, or items that are related to complex purchasing decisions and long sales cycle. Relationships are the most important factor in such a scenario, and one out to use social media for creating connections on a personal basis for the purpose of effective B2B lead generation. For this purpose, the right content is obviously an important part of the overall strategy. However, the fact to be taken care of is that the shared content should not be about the brand, but about the needs of its customers. For instance, if it’s a car maker, tips on safe driving, maximizing mileage, etc. can be shared, interspersed with interesting facts about existing line of cars or about an upcoming model.

With this tactic, one can benefit from online B2B lead generation and target customers who are interested in the domain in which one is operating. From then on, landing pages can certainly take care of the rest. The principle to be followed here is a ratio of 10:4:1, i.e., 10 posts to third party sites, 4 links to the company’s blog (yes, it needs to be created if it’s not there) and 1 direct link to a landing page.

Social conversations also play a vital role in this context, aiding B2B lead generation and helping in conversion rates by using social activities to improve conversion rates by prompting customers to perform actions one would want them to. Essentially, there are two ways to go about it. One of them is to get them involved in conversations that are already happening, and offering answers to their questions. The other way is to build and leverage social media connections like using positive tweets and Facebook posts as starting points, or endorsements, if you will. However, one must constantly be monitoring all activity to ensure that nothing gets out of hand, only then would using social media prove worthwhile in the truest sense.

One needs to be constantly in touch with the target market when it comes to B2B lead generation in India, which is also pretty hard in the current circumstances. With the explosion of online channels and lead generation being done via social media as well, people tend to ignore messaging as marketing noise. However, one needs to stand apart from the clutter to catch the TG’s attention and stake their claim to better sales. There are millions and millions of messages being shared across the world, which include shams and gimmicks as well. The question remains – how can one break through the clutter and din? Unlike the early days when the content was worked around the brand, the brand, these days, needs to be worked around the content.

B2B lead generation in India today, thus, is not about reaching out to the customers, but making it possible for them to reach out to you. That said, one can make a whole lot of noise about the brand offering, but if that is not reaching to audience, it’s a waste of time and resources – two very valuable assets in every sense of the word. The entire objective is to connect with the audience, and that’s why it’s important to establish a brand personality, or a human identity, for that matter. Keeping that in mind, one of the most important facts in the present times is the reality of our personal lives and work, which are coalescing into the same. Whatever is said or done in private lives has a reflection on the workplace. Hence, managers check the Facebook and LinkedIn profiles to see if they match with the company’s values and culture. Business prospects too, look at Google and Bing to check what others think of the firm they are doing business with.

B2B lead generation in India is hence, inherently dependent on social media, and if one wants to be more accepted by prospects, it’s important to nurture a positive image in front of the people one is hoping to do business with. For that, one needs to focus on three things. First, to understand that quality always comes before quantity. Even if the lead generation efforts are limited, if they are targeted well they will deliver good results. Second, underestimating the power of followers and subscribers is a big no-no. and third, one needs to consider the content and marketing message as an asset, a tool that can help swing things in their favor.

Once all this is done, B2B lead generation in India will be a lot easier.

Leads and clients are the only sustaining forces for any business, which automatically means that b2b lead generation in India is a very critical process. However, the internet today offers the ideal marketing environment for firms to get leads from prospects who visit their website. So, one can now present the business proposition on the internet with the goal to generate customer interest. One can also generate leads for expanding the scope of business by increasing sales. The leads generated will obviously comprise of names, addresses, organizations, phone numbers, email addresses, contact details, etc.

These lists are filtered from targeted databases, and the most favored tactics for b2b lead generation in India are used to get these leads converted into customers. First of all, one can create an online form that can be placed on the website or blog to collect contact information which can be followed up by an automatic responder service. Other ways to promote a business are to get a business listing on Google, Bing and Yahoo! One can also create affiliate and referral programs, post free classifieds and maintain a company blog that can be updated frequently.

Generic b2b lead generation in India is also a way to provide great value for products and services via customer support that is a notch above competition. With this, one can get leads through word of mouth referrals. Search engine optimization is another means to get the desired attention from the TG. Using press releases is yet another tactic used by firms to get the message across regarding the latest developments in the company. This basically tells the prospects and existing customers about how the firm is better than the rest, and is sure to catch quite a few eyeballs. Using a social network to interact with customers is also a very effective tactic in the present times, since it shows customers how a brand is very responsive.

Attraction marketing is another unique proposition for marketers, and entails offering free consultation services to the TG with the intention of capturing contact information. Since all the people who would be attending the sessions would be relevant, it makes sense to invest a small amount for long term gains. One can also be active on forums to answer questions and get noticed by the TG. And then there’s direct marketing, which means hosting an event or having a product launch to get in touch with the TG.

In the end, it’s all about generating the right leads, and by implementing these b2b lead generation techniques, one can certainly achieve the desired objective.

Having a LinkedIn profile has become a benchmark of sorts for all kinds of businesses, simply because it helps in B2B lead generation in India in ways one could have never thought possible. However, there are some tactics that need to be implemented to make this possible. To begin with, one must have a company profile that is optimized in the best possible manner. Space is like real estate on the page, and one needs to include elements like the company logo and a custom banner. It’s also important to list specialties of the company, attach company groups (if they exist) and write a description of what all the company offers to its clients.

Adding follow buttons on one’s website and blog also does wonders for B2B lead generation in India. The easiest way to get people to follow is to get the LinkedIn widget and add it to the website and blog, which allows visitors to know that one has a LinkedIn page as well. If a firm has a website developer, there’s also the scope of creating a custom follow button and hyperlink. Next up, a company’s staff is its biggest asset, and can help in promotions. The first way to ensure it is to make it compulsory for all employees to have a follow button in their signature. Depending on the volume of emails that are sent, a substantial number of followers can be gathered. Also, one must encourage a culture wherein employees have the chance to create their own personal brand, simultaneously promoting the company’s brand as well. The LinkedIn profiles must be updated and free of any errors. This way, the company can project a professional image in front of clients and prospects.

Status updates are another way to constantly stay in the limelight. Here, the 80-20 rule works wonders. One must ensure that 80% of the posts have information relevant to the TG’s needs, and the remaining 20% can talk about services offered by the firm that can help the TG get closer to their objectives. The concept of building a content calendar is perfect for B2B lead generation in India, and helps in growth for the company as well as its clients. And lastly, LinkedIn must be integrated in the overall social media strategy, since it’s almost certain to get better results than the rest. Hence, paying proper attention to this channel is the perfect way of getting the job done faster.

One needs to be constantly in touch with the target market when it comes to sales lead generation in India, which is also pretty hard in the current circumstances. With the explosion of online channels and lead generation being done via social media as well, people tend to ignore messaging as marketing noise. However, one needs to stand apart from the clutter to catch the TG’s attention and stake their claim to better sales. There are millions and millions of messages being shared across the world, which include shams and gimmicks as well. The question remains – how can one break through the clutter and din? Unlike the early days when the content was worked around the brand, the brand, these days, needs to be worked around the content.

Sales lead generation in India today, thus, is not about reaching out to the customers, but making it possible for them to reach out to you. That said, one can make a whole lot of noise about the brand offering, but if that is not reaching to audience, it’s a waste of time and resources – two very valuable assets in every sense of the word. The entire objective is to connect with the audience, and that’s why it’s important to establish a brand personality, or a human identity, for that matter. Keeping that in mind, one of the most important facts in the present times is the reality of our personal lives and work, which are coalescing into the same. Whatever is said or done in private lives has a reflection on the workplace. Hence, managers check the Facebook and LinkedIn profiles to see if they match with the company’s values and culture. Business prospects too, look at Google and Bing to check what others think of the firm they are doing business with.

Sales lead generation in India is hence, inherently dependent on social media, and if one wants to be more accepted by prospects, it’s important to nurture a positive image in front of the people one is hoping to do business with. For that, one needs to focus on three things. First, to understand that quality always comes before quantity. Even if the lead generation efforts are limited, if they are targeted well they will deliver good results. Second, underestimating the power of followers and subscribers is a big no-no. and third, one needs to consider the content and marketing message as an asset, a tool that can help swing things in their favor.

Once all this is done, sales lead generation in India will be a lot easier.

There may be times when one has to put their foot down in case of B2B lead generation in India, but the same must obviously be done in a clever and tactful manner to ensure that there are no reactions like prospects taking offense. Here’s a glimpse of all that can be done to avoid situations when prospects and customers ask for anything.

First, one must understand that the process of B2B lead generation in India is tantamount to a machine that gives business leads. However, validating the leads is a different ball game altogether. That being said, one must ensure that leads must be accepted at all times even in dire circumstances. The good thing is that one can get all the information they need from prospects, i.e., software that makes sure the prospect must provide their phone number and email address to proceed. Talking more about qualification, there are quite a few prospects that fill out all the details, but are still unsure about whether they want to sign up for the particular product or service. In such a scenario, one must inform them of the same right at the qualification process. Unless they explicitly say what they want, it’s not necessary to make any kind of commitments, particularly in cases when a firm commitment seems too far.

B2B lead generation in India also means setting up a time limit, since one can’t wait for every prospect that is indecisive or waiting for something to show interest. There may be plenty of other prospects that are more likely to make a firm commitment and are certainly more lucrative opportunities. One must tune the process in such a manner that maximum focus and attention is given to prospects that are likely to get converted, and minimize the wild goose chases. One of the most likely situations in B2B lead generation is when prospects claim to know what they want. However, this doesn’t always mean they have the wherewithal to accomplish that goal. So, this basically means that one needs to position the brand offering in a manner that saves prospects the trouble of any business process.

Generally, restricting prospects seems to be detrimental to the entire process of B2B lead generation in India, but some of these limits are quite helpful for business in the long run, and one can only be at the back end for a limited time. Sometimes, it’s important to put the foot down to ensure that the best interests of the business are foremost among the list of priorities.

Oftentimes, B2B lead generation executives make random prophecies in order to convert leads. However, this practice can soon turn the tables in the wrong manner.

Sales and marketing personnel are under constant pressure to get more conversions and consequently, more business. So much so that they have no other choice than to think of tactics that lie in the grey area. One such practice is to predict the way the market will go in the times to come. This is, without fail, the most harmful step for all kinds of companies, simply because while people mostly pay no attention to them, some actually think of these as prophecies and lost quite a lot when they don’t come true. In B2B lead generation, this is very detrimental in terms of long term business prospects.

There are times when the B2B lead generation team feels tempted to boast about the company’s competencies and how the product or service on offer can help the prospect save their organization from the upcoming doomsday, or profit from a big wave, so to speak. While these hyperboles might sound too much, the simple fact is that it’s not uncommon to hear somebody boasting confidently about the next big spike in the stock market. Brokers do it all the time. So do industry analysts. But the problem arises when a sales executive says the same thing just to get the other person’s attention.

The attention, obviously, is achieved, and helps in getting closer to the ultimate objective of B2B lead generation. However, the fact is that predictions are not always as extreme as they are made out to be. So, combining them with the sales pitch is not the smartest of ideas, since it most often exposes how naïve the caller is. Generally, there are just two types of misinterpretations. First, the death of an industry, something like the fact that tablets will replace laptops and desktop computers. Before even thinking about making such a statement, it’s important to consider the kind of repercussions the former had. Such things rarely happen, and even when they do, they are not so extreme. Secondly, one can also be overly optimistic and say that something big is about to happen that will revolutionize the whole industry. Both of these situations may cause unwanted frenzy, which is bad news for everyone. Getting back to the point, B2B lead generation tactics are fine so long as one does not make unwanted claims or unnecessary promises. Just sticking to the benefits of the offering works just fine.

There are some perennial issues that every business has to face with regards to B2B lead generation in particular, one of them being designing the form that needs to be filled by prospects. Too long or too short. Too objective or too tedious. There are many considerations that need to be taken into account. After all, it’s about the future of the business that’s at stake. In technical terms, these results are measured by the means of a conversion optimization ratio, or CRO ratio. There are multivariate tests being carried out, and good results generally go as high as 40% more leads from the same traffic.

It has been observed that the highest lift, so to speak, comes when the B2B lead generation form is modified. Now, it’s a known fact that forms are generally the least appealing thing as far as a consumer is concerned, since they’re very boring, and far less attractive when one compares them the preceding step, which is generally a visually jazzed up banner ad or e-mailer. However, by making minor changes, one can achieve significant levels of success. For instance, when one talks about the number of fields, the general rule of thumb following common sense, is to include as less fields as possible. After all, the less effort prospects have to make, the more they’ll prefer it. However, when one talks about lead quality the ball game is quite different. So, juggling higher conversions and higher meaningful conversions can be quite a daunting challenge, which is why it’s better to try an A/B test, wherein customers are given the option to add their comments or suggestions in the longer form, by most companies, since it gives customers a chance to talk to the brand without imposing it upon them. The takeaway from this is that customers need to have higher perceived value with regards to the form being filled.

The next consideration with regards to B2B lead generation forms is whether or not all fields should be mandatory. However, this is essentially another form of restriction or imposition for the customer. Nobody likes being told what to do. Instead, it’s much better to let prospects use their own intelligence. If someone is truly interested, they would certainly fill in all the necessary fields to make sure they are reachable. Other details can obviously be acquired once contact has been made. In the end, it’s all about making things easier, and less complicated.

As spring approaches, it’s time to get set to revamp the B2B lead generation strategy, or maybe consider outsourcing it.

B2B lead generation is a very dynamic concept. The strategies are ever evolving, and one needs to make sure they are up to speed with the latest that’s going on in the industry to continue making headways towards new business. So, at the onset of the new season, here’s a list of spring cleaning activities one needs to do to stay up to speed with the times.

The importance of lists can’t be overstated as far as B2B lead generation is concerned. The quality of the list is directly proportionate to the kind of results one is going to get. That being said, one must start immediately with regards to structured account mapping and other processes; finding out ways to get organizational history and other tactics that help improve conversion. The lead generation strategy is the next thing that needs to be examined properly. Not all leads are created equal and hence, must never be given equal importance. For instance, a lead that gives continuous business is far more important than a one hit wonder. Similarly, even when reaching out to prospects is concerned, a direct mail campaign may work in some cases, while a social outreach initiative via Facebook or LinkedIn might work better. It’s a classic case of choosing the right path.

B2B lead generation is actually not such a tricky proposition, but the fact is that a lot of marketing and sales people get too ambitious (read greedy) and go overboard, trying all kinds of things and misbalancing the delicate proportion that holds the situation together. For this reason, many firms are even giving their lead generation responsibilities to third party agencies, so that they can concentrate on developing their core competency – an approach that has worked wonders for most of them in every kind of way