B2B Sales, Lead Generation and Marketing Blog

5 Tips when planning your B2B Lead Generation Programs

Posted by Vendere Team on Wed, Sep 1, 2010 @ 13:09 PM

One of the most important things to remember when planning out your B2B lead generation programs is that professionals are more savvy than the general public, but are still affected by many of the same techniques that everyone else is. This is very important to remember if you want your lead development services to be successful.

We learned all of these leadgen techniques the hard way, trial and error. We're still learning. Here are 5 tips you should implement ASAP, if you haven't already:

1. Know the people you are targeting. 

high five!
One of the biggest differences between selling to public consumers and selling to businesses is that a professional isn’t going to fall for a generic catch-all strategy. You need to be able to convince them that you know their business and are sympathetic to their position. 
 
This includes knowing what industries and what prospect base they are working for, and what they do at those companies, and most importantly leaks in their "system" where you have a solution - essentially, which of your services they’d be most likely to need.  The better a connection you can make with them, the more successful your B2B lead is.

2. Promote where your prospects will see it. 

This one seems obvious, but it isn’t.  It is very easy to get caught up in a fancy sounding lead development program and not realize that it isn’t targeted at the people you want to sell to. If your prospects are techies, look at Social Media and online networking. If your prospects are in an industry that relies more on face-to-face interaction at trade shows or conventions, then make sure to be there. Whatever you are trying to sell, you need to get found first and foremost.

3. Make sure you are targeting the right contacts. 

If it seems like you are getting a lot of response, but your lead generation isn’t resulting in many sales, then you should reevaluate your target demographic. Take particular note of the titles of your targets. Maybe the CFO will be a target but what if the CTO or a Controller are a good entry-point as well. Find out exactly who needs your products and your marketing will be much more effective.

4. Show your leads why you are the right company for them. 

B2B lead gen isn’t about being as aggressive as with telemarketing leads. Start off slowly with a company to build a real relationship rather than just a superficial one. Start with an appointment. Offer themsomething they really want.  Make sure that when they are interested in buying, they can call your company up and ask for someone by name. This is what lead nurturing is all about. You want them to remember your company with a face and a name, not as a random company that tried to sell them something.

5. Test your efforts to see if they are really working. 

If you are spending the money on B2B leadgen - whether in-house or outsourced lead generation, then you want to make sure you are actually getting a return for your investment.  Experiment with different tactics and a combination of tactics - inbound marketing, appointment setting, informational events, lead management, purchase B2B contact lists - to get the best results. 

"I don't throw darts at a board. I bet on sure things. Read Sun-Tzu, The Art of War. Every battle is won before it is ever fought." – Gordon Gekko

Topics: lead generation, tips and techniques

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