19 Jul |
The Best Mailing List for B2B Lead Generation |
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When it comes to success in B2B lead generation, everybody knows that the mailing list is the most important ingredient in any campaign. A poor list will always produce dismal results, no matter how brilliant the offer and creative. Conversely, good lists often produce acceptable results even with mediocre execution. Consequently, companies are always looking for the “silver bullet” of mailing lists for their next B2B lead generation campaign— that perfect source of fresh, highly targeted, super-hot prospects just waiting to be contacted. Sadly, this is an exercise in futility and frustration and often a colossal waste of money. You already own the best list What’s the best list you can get for B2B lead generation? It’s the one you already (should) have. There is simply no substitute for a homegrown, customized list of prospects – often referred to by direct marketing professionals as the “house” list – which a company acquires over time through different tactics. When such a list is properly maintained and updated, it is a veritable gold mine and will always outperform any list you can acquire. Unfortunately, companies continue to overlook, under use, or,
Read more...30 Jun |
Customer Referrals Act as CRM Catalysts across Social Media |
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Nurture existing customers in CRM with social media to get repeat and referral business One happy customer is worth a hundred (or more) in your CRM system. Sounds like a cliché? Well, maybe; but it’s one of those eternal truths which, if you believe in and remember, will take you a long way down the road of successful customer relationship management. It’s easy to pour enthusiasm, effort, ideas (and money!) into B2B lead generation because there is that gleaming pot of gold to aim for – revenue and profits. But the repeat and referral business you can get from existing customers is worth much more. Tap into the power of customer referrals via social media and you have an armoury of silver bullets, not snake oil. To nurture your existing customers, consider using social media and online marketing tools like: Customer case studies on a blog Video testimonials Social media recommendations from customers, associates, partners and suppliers An online product demonstration via YouTube – for new and potential customers A Q&A forum where queries are answered by your company and your long standing customers “Listen” to what existing customers are saying about your
Read more...25 May |
The Missing Link in Lead Qualification Systems: Sales |
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Demand generation marketers often spend countless hours designing and fine-tuning their lead handling systems. Complicated flow charts are created, lead questionnaire content is debated endlessly, forms are designed, and telemarketing and email scripts are reviewed ad nauseam. Yet, many of these sophisticated marketers overlook the single, most crucial element of a successful lead qualification system. What is it? Field buy-in is crucial For some reason, the sales force is often left “out of the loop” when it comes to lead planning. This only adds to the age-old distrust and outright enmity between marketing and sales organizations in so many companies. No matter how sophisticated your lead handling and qualifications systems are, they won’t achieve optimum results unless your sales force is empowered to take ownership of the process. To make this happen, good demand generation marketers need to follow these simple guidelines: Explain your objective upfront— Make it clear that your lead handling system is being designed to make the sales force’s job easier, not so marketing can “look over their shoulder” or take the credit for their success. Solicit input, accept
Read more...04 May |
Social Media for Demand Generation….Is it more of a B2C than a B2B phenomenon? |
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My most recent post on social media’s pros and cons drew a lot of feedback. So, I thought we should continue the “conversation” by offering a few more opinions from this admittedly old-school but open minded marketing professional about the value (or lack thereof) of social media as a demand generation medium. As always, I welcome your continued comments. Better for Small B2C Marketers? If you look at the biggest and most successful users of Twitter and Facebook, they seem to be B2C marketers. For example, Starbucks (@Starbucks) and Zappos (@Zappos) are using Twitter apparently to not only engage consumers with their brand but also to drive direct sales and distribute promotional discounts. Now, it turns out that small businesses (B2C) have also jumped on the Twitter bandwagon in a big way. From pizza parlors to independent and specialty retailers, small businesses are increasingly using Twitter to publicize special discounts and promotions and solicit customer feedback and many report they are quite happy with the results. From my perspective, Twitter as a marketing tool actually makes perfect sense for small businesses two reasons: (1) they have limited ad budgets,
Read more...19 Apr |
Effective B2B demand generation should not be complicated |
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Resurrecting the KISS Rule for Successful Demand Generation Richard Branson certainly doesn’t need more publicity, but when I read this Q&A article in Time Magazine, one of his answers really caught my eye: Q. Has your dyslexia hindered you in the business world? —Skye O’Brien, Dartmouth, Mass. A. Strangely, I think my dyslexia has helped. When I launch a new company, I need to understand the advertising. If I can understand it, then I believe anybody can. Virgin speaks in normal language instead of using phrases that nobody understands, like “financial-service industry.” Although Sir Richard (yes, he’s been knighted) was speaking mostly about the message, that old military acronym, “keep it simple stupid” (or KISS) applies equally to the demand generation (DG) process as well. Unfortunately, with the advent of sophisticated CRM and sales automation tools, we are seeing a tendency to over-think and over-complicate the DG process or to rely too heavily on technology as a “silver bullet.” With marketing staffs stretched painfully thin in an era of limited resources, this is understandable. In this environment, people will naturally look
Read more...24 Mar |
Why Most “Spike” Marketing Campaigns Fail |
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Understanding 10-60-30 Rule of Demand Generation Companies often initiate tactical “spike” marketing campaigns to overcome a quarterly sales or lead shortfall. “Spike” programs are a series of “one offs” that may yield short term numbers. However, they are largely a self-perpetuating, wasteful mistake that can be avoided if you understand the 10-60-30 rule. Anytime you initiate a demand generation campaign that includes outbound telemarketing, you will discover that the prospects you contact will always fall into three categories: 10% are right time, right place audience, i.e. prospects that are ready, willing, and able to engage now. Turning them into true “sales leads” requires confirming a need and motivating them to request a sales call. Technology marketers often refer to these prospects as “low-hanging fruit.” This category explains why conversion rate is low for “spike” marketers as their true universe is only 10% on every program that is being implemented. 60% of your target audience are in the ‘N” phase i.e. the nurture phase. They may be interested in (and need) your product but for a myriad of reasons – timing, budget, or other
Read more...16 Mar |
ALEA’s Universal Definition of A Lead |
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When Does a Lead Become a True “Sales Lead?” Your demand generation campaigns are bound to generate responses. But are these all leads, worthy of follow-up by your sales reps? Even inexperienced marketers know that the majority of responses are simply inquiries: people seeking more information or responding to a promotional offer. Distributing raw inquiries to your sales reps without at least some basic qualification mechanism to categorize the ones that are true sales leads can be a suicidal experience. So, the real question is: how do you identify a legitimate “sales lead?” Today, with the plethora of CRM and sales automation tools available to marketers, there is a tendency for marketing committees and consultants to overcomplicate the process and devise ever-changing formulas, scoring mechanisms, and rules to make this determination. At ALEA, we have found that, regardless of our clients’ business, a sales lead can ALWAYS be defined by five simple criteria: 1. Right company or demographic- They fit the profile of the organizations or people that are already your best customers. 2. Right person- A person who is a decision maker, champion, influencer or at least a
Read more...10 Mar |
Break Your Lead “Pusher” Habit for More Sales |
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“Pushing” sales leads out to field reps and resellers is a traditional industry habit for most B2B marketers that is terribly inefficient. Sales people, like all human beings, simply don’t value something as much if it is given to them without cost or condition. As a result, leads that are “pushed” to the field are often not followed up in a timely manner, resulting in poor conversion rates and lost sales opportunities. Implementing a “pull” lead management system, on the other hand, can produce dramatically better results. Because the lead has been specifically requested by the rep, it is much more likely to receive immediate follow-up. In addition, with a “pull” lead system, reps are far more apt to provide timely feedback on the status of the lead, enabling B2B marketers to accurately track conversion rates from different lead sources. This, in turn, gives them the opportunity to refine the message, offer, and audience targeting, which will further improve lead quality. Today, with the advent of secure, web-based tools, a “pull” lead management system is far easier to implement than it used to be. Are you still addicted to a “push” lead system?
Read more...05 Feb |
Lead Generation….Clarity of purpose |
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One of the issues surrounding lead generation is the lack of clarity around what constitutes a lead. In our practice, we hear people refer to leads as a purchased list, a tracked visit to their site, tradeshow “leads”, response to an email and or direct campaign etc. This lack of clarity will cause a whole series of challenges down the road. A company should categorize their funnel in different buckets or levels and only the most qualified leads should ever make it to sales. There should be a migration path from bucket to bucket and a consistent process to build organizational history in your process. Anything less, you become a “Spike” marketer which will yield only short term results. “Spike” marketing will not create a lead funnel that is predictable and sustainable. I will cover in my next post ALEA’s definition of what a lead should be.
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