Entries from September 2008
B2B Sales Lead Generation is Easy: Four Rights Will Get You There.
B2B sales lead generation is easy: Four rights will get you there.
- The right prospects to target.
The companies and people at those companies, who appear most likely to buy your products or services. - The right offers.
Compelling calls-to-action designed to generate inquiries that, when qualified, become sales leads. A suite of offers designed to appeal to prospects at all stages of their buying process, from awareness to inquiry to consideration to purchase. - The right media.
Lead generating media like direct mail, email and telemarketing. (letting brand and awareness come along for the ride.) And websites optimized both for the search engines (so yours gets found when prospects are searching) and for engaging the people who visit (generating leads, not just fly by visitors). - The right timing.
Using ongoing, multi-touch campaigns designed to make sure your products and services are in-sight and in-mind when your prospects are thinking about the pains their problems are causing, or are already searching for pain-relief.
I think B2B lead generation is easy.
The hard part is generating more qualified, sales-ready leads, faster and at the lowest possible cost. That’s where real expertise is required.
What do you think?
Simple Steps to a B2B Marketing Plan
Developing a B2B marketing plan designed to drive leads and sales is really quite simple:
- Identify your destination. (Your company’s sales revenue goal)
- Determine how best to get there. (Your marketing strategy)
- Get started. (Your marketing tactics)
- Measure your progress. (Your marketing results)
- Make course corrections. (Modify your marketing plan based on results)
So why do so many B2B marketers never get around to developing and using marketing plans?
I’m guessing it is because they don’t want to be held accountable for the results. Unfortunately, I’ve found the results of not using marketing plans usually begins with the word “No.”
- No budget.
- No staff.
- No raise.
- No respect.
Or it results in the biggest “No” of all: No job.
