There will always be a Damocles sword dangling over the heads of managers. And regardless of what they do for the sake of improving their B2B lead generation and their revenue, the prospect of having one’s skullcap struck by the pointed blade is unavoidable.
Here are some of the so-called external inhibitors to B2B marketing as mentioned in a Business2Community.com article by Ian Dainty:
Economy – Recession
In a recession, no matter how hard or persuasive your marketing is, you cannot get some companies to buy. Usually their clients are not buying from them, and that causes a ripple effect right through the whole economy. You need to adjust your marketing messages and the way you market and sell. You need to ensure you have a strong value proposition.
All B2B companies have a lot of competition. You know better than me who your fiercest competitors are, and how you can overcome their weaknesses to secure business. If you do not believe you have much competition, simply ask your clients how many different companies contacted them in the past two months.
There can also be external factors that can affect certain companies or certain markets from buying at a particular time. For example, a while ago there was a disastrous oil spill in the Gulf of Mexico. The company that caused the spill is BP, one of the largest oil companies in the world. You can bet that trying to sell anything to BP at that time, except a sure-proof way of cleaning up oil spills, was probably going to be a long sales cycle.
As we all know, governments seem to have more and more of a reach within our personal and business affairs, both through taxation and through the different laws enacted in every country or jurisdiction. In Ontario, the Canadian province I live in, for example, all companies become tax collectors for the government. We already collect GST for them with the products we provide, and Ontario companies also collect PST through the new government HST. Now Canada has just passed the Canadian Anti-Spam Legislation (CASL) which can fine any individual up to a $1 million and a company up to $5 million for sending unsolicited emails. This is the toughest anti-spam legislation in any western country.
Basically, you are at the mercy of these factors, but it doesn’t say you can’t do anything to lessen their impact. Thorough analysis of each factor coupled with using the right tools business tools and strategies are vital for keeping you in profit – and so is hiring a lead generation company that knows a lot about keeping businesses efficient and in profit.