B2B Sales Lead Generation is Easy: Four Rights Will Get You There.
The keys to an effective lead gen plan
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.
6 Comments • Add your comment...
Great post mac.
Left by Justin Baker on October 4th, 2008
I would definitely have to agree with the right offer. Working on several educational institutions for some years now, I saw how many schools at first don’t know how to maximize their career college leads by simply offering them the wrong course or handling leads or students who are not interested in their services in the first place.
Left by Perry on October 10th, 2008
Right on Mac! I agree that the real challenge is how to generate higher quality leads that are more qualified.
Left by Neil Sequeira on October 14th, 2008
Very relevant and very concise. I’m printing this post and pinning it on my corkboard. =)
Left by zsa zsa on October 20th, 2008
[...] un artículo Mac McIntosh en su blog sobre la gestión de candidatos. Señala 4 aspectos clave para hacer una buena gestión de contactos que genere ventas, directamente extrapolable a la venta de franquicias. Menciono los 4 y me detengo [...]
Left by Sobre Franquicias - » 4 secretos para un eficaz proceso de ventas de franquicias on November 10th, 2008
I think generating qualified, sales ready leads is easy too…with the right call to action.
Left by Dale Underwood on December 23rd, 2008
What do you think?