The ordinary B2B buyer isn’t excited by being bombarded by
salespeople and their marketing messages. Ideally, their shields tend to be up
most times and they seem to have heard it all before. Thus, how does one filter
their marketing message in order to get a lead to listen? Additionally, most
B2B solutions are a tard complex, in comparison to B2C. Furthermore, have a
high degree of competition, high transaction value, involve multiple
decision-makers, and have steeper consequences for failure. Hence, it’s no
surprise why the decision cycle takes quite longer. So how does one acquire B2B
What are B2B Sales Leads?
A B2B lead is a firm or organization that’s in your target
market and is strong or neutral fit based on your marketing campaign. While a
B2B prospect is an organization that is actively looking to solve a problem or
an issue. It generally passes the lead stage and can make a buying decision
once you’re engaged at a decision maker level. In retrospect, B2B Leads have a
limited place in a sales pipeline as a typical B2B
pipeline should contain only qualified opportunities. That means the motive
of acquiring a lead should be ‘conversion into a prospect’.
Power of information
Carrying out effective acquisition of B2B sales leads
requires a wealth of information about your prospects. Furthermore, leveraging this
information and connecting with B2B sales leads in the most timely, relevant,
and valuable way. In retrospect, the more expensive and sophisticated a solution,
more bureaucratic the processes are before a purchase can be made. One of the
contingencies to this is speaking directly with decision makers such as owner
of an SME. As a result, the complexity is typically much reduced when a lead
makes decisions directly since B2B situations are extremely competitive and technical.
Creating a B2B Sales Leads Process.
Processes give workflow, perspective and direction to
achieve goals. In a B2B lead pipeline, a process helps you move between stages.
Firstly, you need set goals for the number of leads in each of these stages.
Secondly, measure and report against these goals on a weekly basis. How does it
effectively differentiate my offering? Does my process distill complex messages
and make them simple? Your B2B sales leads process should compress long sales
cycles and drive faster decision making. Furthermore, creating leads above the
sales funnel, hence enough opportunities reaching the pipeline, allowing your
organization achieve its revenue target.
Channels to Consider
There several channels you can consider to B2B sales leads
acquisition. Firstly, you can start with leveraging partner and network
referrals. These can be referrals from allied professionals or sister
companies. Specifically, this positions you as an expert and results in good
close rates. These referrals aren’t really scalable though and sometimes you’re
left to feed on scraps. Secondly you can consider leveraging client Referrals
as an endorsement from an existing client can open most doors. Though this
isn’t again as scalable or measurable. Additionally, trade Shows can be a great
avenue to gain increased exposure and B2B sales leads.
Telemarketing & Appointment setting
Telemarketing done right with appointment setting can be the
golden goose you need. Furthermore, it is highly scalable in terms of numbers
and geographical location. This typically allows you audience with more leads, which
in can increase your chances of prospecting effectively. Like targeted account
planning, this can easily supplement your established sales process.
mining and analytics is no stranger to B2B pipelines. Some CRMs or
comprehensive B2B tools can give you access to extensive databases of companies
and B2B contacts. Furthermore, you can create lists of potential B2B sales
leads and update the ones you already have with accurate data. Tools like LinkedIn
Pay Per Click (PPC) allow you to target ads by industry, role type, company
size, and geography. Other tools allow building of a comprehensive network of
your connections from a collection of social networks including Facebook. Applying
metrics to load the top of the sales B2B funnel!
It’s recommended to consider content like white papers, case
studies, analyst research papers, comparisons and implementation guides. Specifically,
this material is both educational and can be consumed by your leads.
Furthermore, you can score their clicks, downloads and pageviews, then choose the
highest scoring leads to prospect. Additionally, this content can provide you meaningful
insights about lead behavior, based on their activities and engagement with
your content. Similarly, getting promotion for further qualification creating a
steady stream of sales-ready leads.
In conclusion, to enhance your acquisition process, consider
industry-specific rep training, using marketing automation systems, sales
intelligence, and prospect profiling. Stay relevant, informed, better connected
as B2B sales leads demand relevance and expecting sales people to know about
them. Furthermore, it’s no longer enough having a connection, it’s ‘technical
know who’ at times. Remember, a lead is a person that can buy or influence the
decision to buy. So, always remember to set sales goals and targets, build a
process, fill the funnel then execute and measure.
Executive Assistant and Content designer at T3 Direct LLC
I have tailored my skills in all verticals of marketing & business development. I have mastered a niche in Lead Generation, Digital Marketing, organize/develop projects, team development, data analysis, & excellent customer service.
About us and this blog
We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.
T3 Direct is a company that produces corporate sales meetings, with a select specialty in some business to consumer aspects. Our mission is to connect people, places and ideas through sales meetings, events and interactive media. We help our clients reach their most important customers and prospects in the U.S. and Canada. We do this through face to face sales meetings as well as virtual options such as web conferences, SEO and SEM.