Generating revenue is essential no matter what services your B2B offers, but it can seem a daunting task when expanding your business outside of the United States. Not only are you forced to learn and keep up with a whole new set of regulations and laws, but you also have to reach a brand new audience, create a new network from scratch, and introduce your brand in a way that resonates with this new market.Read More
B2B Sales, Lead Generation and Marketing Blog
Consistently generating engaging content for not just your website, but social media pages, can be a significant challenge, particularly if yours is a B2B company. A B2B company that primarily provides services or industry-specific, complex technologies typically has a much harder time coming up with snappy content that is relevant to its customers than your average B2C company. Nevertheless, B2Bs can no longer afford to shy away from the practice.
The Gillette Safety Razor ad from the 1950s or 60s that featured a baby covered in shaving cream and holding a razor probably wouldn’t fly today. Similarly, we probably won’t see anything like The Soda Pop Board of America’s “For a better start in life start cola earlier!” slogan being used in any modern marketing campaign. (Let’s hope we don’t!) Nevertheless, you have to admit that there’s something compelling about those ads from yesteryears. After you chuckle over what might be inappropriate or downright erroneous messages, you might take notice that old ad campaigns tend to be results-driven. They deliver results-driven messages. They make promises. They get the point across.
In the B2B space, and in the B2B tech sales space, in particular, sales and marketing professionals tend to overcomplicate things when it comes to messaging. We like to talk about how we developed our products and services, what our processes are like, and boast about the details and capabilities of our technologies, etc. There are times and places to talk about those things, but when you’re trying to get the attention of new prospects, it can be a lot more effective to simply state what the customer is going to get out of your product or service. If you think about, the one question every consumer—including you—always wants answered is: What is the benefit?
At Vendere Partners, we recognize that it is a challenge to feel okay about giving away intellectual property while simultaneously touting your products and services. We recognize it because we struggle with this method to generate leads ourselves.
Take our last blog post. Throughout the post, we explained the benefits of outsourcing appointment setting functions. Then, at the end of the post, we not only invited readers to contact us for a free lead generation consultation, but to register to download a brochure on qualified appointment setting. (It is not lost on us that by mentioning these offerings again, and hyperlinking to Vendere web pages—again—that we are, in fact, putting forth content that is obviously self-serving.)
Don’t believe the hype! Despite the bad rap cold calling has been getting in the media lately, cold calling is still a valid, if not crucial, sales function, whether you’re the sales professional doing the dialing or the sales prospect with a want or need for the product or service that a company provides. Below, Vendere Partners dispels four common cold calling myths.
Things like testimonials and case studies can be great content marketing tools, but when you’re on the phone with a prospect or sales lead, it usually doesn’t make sense to recite a customer testimonial or attempt to tell a complicated story of your successful dealings with a similar customer. If you’ve ever tried reciting something from one of your company’s content marketing pieces while on the phone with lead, you probably know how ineffective it can be. It can be downright awkward. Worst-case scenario, it can make you seem absolutely nonsensical.
Appointment setting is a key part of generating sales if you’re working in the business-to-business (B2B) space. Unlike retailers, you can’t rely on in-store promotions or e-commerce to drive sales. You must set appointments and have conversations with prospects that have a need or an interest in what it is you are selling.
To keep the prospects you convert into customers, you must also keep the dialog going even after they convert.
Q1 is a strong buying time. Don’t let the challenges that the holidays present deter you from giving your all when it comes to marketing your B2B products and services this holiday season. By launching vigorous sales and marketing campaigns in December, you just might be able to outdo the competition in January.
When it comes to email marketing, everyone wants to know how much is too much. Should my company send out quarterly e-newsletters, bi-monthly e-blasts, weekly informational emails, a steady stream of text e-mails, a certain number of lead nurturing e-mails? How can I make an impact on leads and prospects without inundating them with e-mails and information they don’t want or need? What are the magic numbers?
Ever eavesdropped on a group of sales professionals standing around, bemoaning the fact that they haven’t hit their sales targets and blaming it on a lack of quality sales leads? Ever had the sneaking suspicion, however valid their complaints, that there were things that they could have done to get more leads that they just didn’t do?