Tag Archives: Lead Generation Marketing

How to Become a Top Performing B2B Marketer

How to Become a Top Performing B2B MarketerAcquiring high quality B2B sales leads doesn’t involve much effort. All you need to do is to possess the proper mindset and expertise in terms of identifying and engaging the leads that will surely end in a purchase. Okay, it involves exerting a little bit of effort. You know what, scratch that, it involves a ton of work. Let’s all agree that B2B lead generation is complicated as it is and successes don’t come easy.

Do you think top performing marketers transferred high quality leads without first racking their brains for new ideas? In a Forbes article by marketing consultant and blogger Christine Crandell, such marketers think differently in terms of understanding the sales process.

Quoting from a study commissioned by automation supplier Act-on, Crandell says the best marketers set themselves apart because they:

Focus on customer retention and expansion.

While most marketers focus their time and budget on net new customer acquisition, top marketers focus on keeping customers happy and loyal.  They spend 23% and 25% of their time on retention and expansion, respectively, compared to average marketers’ 18% and 15% time, respectively.   In terms of budget investment, top performers spend 30% of their budget on expansion whereas average marketers spend only 20%.

Proactively manage the entire customer lifecycle.

Top marketers make it a point to be the central conduit for customer lifecycle engagement. They see their role as managing the relationship between their company and the customer and consider their function effective at managing the end-to-end customer lifecycle.  The result is that best-in-class marketers have happier customers.

Manage to metrics is a core competency.

Top marketers are twice as likely as average firms to tie objectives to the entire customer lifecycle.  Technology plays a key role in executing and measuring sophisticated marketing strategies. Their use of personalization and behavioral targeting and segmentation is 30% to 75% higher than average firms.  In other works, top marketers know how to leverage technology to more effectively engage prospects and customers.  And they manage metrics like response rates and satisfaction scores instead of traditional measures like number of leads.

Know their teams can make or break them.

The amount of energy spent on defining, recruiting and keeping the right set of skills is much higher than average companies. Over 92% of top performers consider having the right skilled resources a big challenge compared to only 50% of average companies. When top performers have the right skills in place that understand emerging B2B marketing trends, practices and technologies, they invest in keeping those teams aligned to objectives and external and internal customers.   

Lead Generation Marketing: Creating Product Awareness

Lead Generation Marketing:Creating Product Awareness
When a company has created and developed a product or has come up with a service that it can offer to its potential customers, the first thing that it will do is to create product awareness.  There are many different types of methods that it can come up with in order to make the public aware what it is promoting.  Since time immemorial, advertising is one of the most reliable methods.  Products and/or services are being advertised through the use of the tri-media: the print, TV and radio.  However, with the advent of the internet, getting the message across is now easier and more convenient for companies or businesses in any industry. They can utilize email marketing, social media marketing and SEO or search engine optimization for creating product awareness. But, perhaps, in the modern world today, with all those high-end and state-of-the-art technologies, one simple gadget has played a major role in the realm of sales and marketing and up to now, it always is and that’s the telephone.  They call this as telemarketing.

For decades, the telephone has been the most reliable partner for most sales people in any company that is trying to promote products and/or services.  If companies can promote what they are offering through advertising to a greater number of people, telemarketing services can promote anything to a specific type of potential clients.  Through the use of the telephone, telemarketers can hone in on a specific client, know more about that client and can efficiently identify what the client needs and can recommend the product or service that it is promoting.  However, most of the companies today rely on telemarketing services for setting up face-to-face appointments.

And with the existence of the internet, they can combine telemarketing and SEO and/or email marketing to make the public aware of the existence of such product and services.  There are some companies that employ their own people to become professional appointment setters and let these appointment setting agents call prospect over the phone and give them all the information regarding what they are promoting. In return, they can also quickly gather and generate marketing leads or sales leads that will give them an idea of what the person at the other end of the line needs or if the client really has the need for that specific product or service that these agents are promoting.  However, most of the companies these days outsource telemarketing services and other different types of lead generation campaign to gather qualified leads.  They avail the b2b lead generation marketing services from b2b lead generation companies.

For example, a company offering people an opportunity to make money through foreign exchange trading or Forex, for short, has hired telemarketers and SEO specialists from a b2b lead generation company. If that company already has its own website, the SEO specialists of this b2b lead generation company will optimize the site of their client so that it can be on top of the search engine results.  When an individual has come across the site and signs up for registration, telemarketers will then make their move by calling up that potential client and they have the resources and initiative to know the contact details of that person.  By calling the client, they will now make some face-to-face appointments so that the representative or the sales person of that Forex company can personally meet with the potential client or they can invite him for a webinar or an online tutorial on how to start with the Forex business.

That’s the basic flow of generating qualified leads. Once the client will agree to meet with the sales person, there will be a great opportunity for that company to close a deal and that’s because of the lead generation marketing services efforts done by a lead generation company.

How To Effectively Use Lead Generation Marketing For Business’ Success

How To Effectively Use Lead Generation Marketing For Business’ SuccessFor a business to succeed especially those that are promoting and selling different products and/or offering services, they define success as earning huge revenues. Well, it would be hypocrisy on the part of the company if they will say that they are not there to earn profits, right? However, before a company can be able to earn revenues, be it big or small, it has to know a lot of things first and some of those things are information regarding their customers or potential customers. To be able to do this effectively, a company should learn how to utilize its own lead generation marketing tactics. Through lead generation, the people involved in a certain company will know what the needs of their clients, thus, they can come up with solutions that can address the concern of such clients through the products and/or services that they are offering and selling.

So, before they can sell and earn profits, a lead generation campaign should be formulated. They can try to hire people to do the lead generation marketing services or they can assign their own regular employees to do this task. However, it is not that easy to train people to do lead generation and gather and generate qualified leads, be it marketing leads or sales leads. They need lots of time to undergo training. For some people, doing lead generation campaign like through telemarketing services, for example, is a simple task and it can be learned by anyone easily and conveniently. But, that is not the case. It is really hard to convince people over the telephone. A telemarketer or professional appointment setters should know how to “smile” while talking with the decision maker, they need to learn how to talk to the decision maker in a personalized yet professional manner without trying to be annoying.

It will really take a lot of time to learn and master the “art of telemarketing”. Furthermore, a company that needs to utilize lead generation marketing should have the state-of-the-art telecommunication devices. And, the truth to the matter is, it’s not only telemarketing that they need to do in order to qualify business leads. They also need to learn other things like social media marketing and SEO or search engine optimization. This is very important because a lot of people and companies these days rely on the internet to find a solution to their concerns or problem. If a company that is trying to offer products and/or services would like to reach out to a lot of people and is even interested in invading the international market, not only they should focus on telemarketing but they also need to focus on utilizing the information highway even though this may be a small part in the whole lead generation scene.

Since some companies don’t have the resources and the people to do lead generation marketing services, they can opt to outsource telemarketers, SEO specialists and people who can do social media marketing and even email marketing for them and they can find these types of people from b2b lead generation companies.