Tag Archives: B2B

Secret to B2B Lead Generation: Authentically Surveying Prospects

Posted by Helen Steidinger on Sat, Dec 03, 2011 @ 11:12 AM

Once you have a good list of potential prospects, it is critical to learn as much as possible about them so that you can help them.

tele-marketing-resized-600[1]Think about it… If you know what their pains, problems, concerns, and issues are in the area of your expertise… how easy would it be to put together a plan to show them the value of your product or service.

The quickest and best way to get this information is to launch a B2B lead generation tele-marketing research campaign.  If you sell a product or service that can be sold nationally or regional, that is all the better.

Develop a survey that fits your target market and will provide valuable information… not only to you but also to your target audience.

In developing the survey questions, your first few questions should be a very easy-answer (preferably a “yes”).  It should be something non-threatening, almost a “no-brainer,” and it should allow you to establish a good rapport with the prospect.

Next, ask some questions that will help you “segment” the prospect into areas so that you know which level/tier of your product/service that might best fit them.

Next, outline 3 – 4 benefits/solutions that your product/service provides and zero in on the specific “pains” it solves.

Then, ask a question for each pain, maybe have them rate their pain on a scale of 1 – 5.  If possible create questions that are easily understood and use the “jargon” of your target audience.

Finally, the last question should ask their level of interest in a solution to some or all of these pains.  Wording is critical here…

In my next few posts, I plan to delve into ways to get the survey to your prospects, the wording of the survey questions, and the script.  Ultimately, though, you want to have 14 or less questions in the survey.  It should only take 1 to 2 1/2 minutes if possible, unless you have a way for them to interact visually.

Being authentic and genuinely interested in helping them find solutions to their problems is very key.  Surveying them can help accomplish this!

Any questions?!  Email us!

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Get a Quality List for B2B Lead Generation

Posted by Helen Steidinger on Fri, Nov 18, 2011 @ 05:40 PM

Once you have specifically defined your target audience for your lead generation program it is critical that you have a good quality, electronic list.

There are many, many list companies out that that wish to sell lists.  Be careful that you don’t just buy the cheapest list and get a bunch of contacts who are no longer in business.

It isn’t unusual to have some “bad contacts” on the list but they should be minimal.  If the list company can’t provide a 90% deliverability rate, then you should probably search for another provider.

Be sure to ask about the available criteria to select your list.  Being as selective as possible to your target audience, the better chance you have of reaching good leads.

Some criteria which may be helpful to ask for – depending on your target audience:

Geographic
Industry (SIC code)
Sales volume
# of employees
# of PC’s
Home based business/not
Contact title (ie CEO, Vice President Operations, IT Manager, etc.)

Depending on your product or service, the contact title can be very critical.  Being specific can make your campaign much more productive and profitable.

Also, request for the list in electronic format (ie .csv or .xls).  Getting it in .csv format will allow you to import the contacts into pretty much any spreadsheet or contact management software which will make for a much easier campaign.

The software system you use can also be very important to the success of your lead generation program.  We can help you with some of the pros and cons of many systems.

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Important: Know Your Target for B2B Lead Generation

Posted by Helen Steidinger on Sat, Nov 05, 2011 @ 01:40 PM

For any B2B Lead Generation program, it is critical to know the specific person or company type that you need.  Think in terms of industry type, company size, position(s) within the company, personality type, annual sales volume of the company, and multi or single locations.

Ask yourself these questions:

1.)  Who needs my product/service?

2.)  Who knows they need what I am offering?

3.)  Who realizes the value in hiring an expert for my service?

The answer to these questions might be a perfect fit for your particular product or service.  Try to build a “persona” around the ideal prospect you want.

Then, take that persona and create a list.  Your list can come from companies you already know, from online searches, and/or from a list company.

In today’s market, it is not difficult to get a list created around your “persona” or criteria.  You can search online for “mailing list” and you will get thousands of results.

However, be careful as some of these companies are not reputable.  Find out if they keep their lists current and clean and/or if they have statistics on their “return” rates.  Look for reviews online and see what others are saying about them.

Knowing your target and then getting a good list is critical to any B2B lead generation campaign.

If you need help creating your “persona” or finding a list, feel free to call us at (815) 692-3710 or email us here.

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The Business Connection

Lead Generation Techniques – Know Your Product (or Service)

Posted by Helen Steidinger on Sat, Oct 29, 2011 @ 12:52 PM

In my previous blog article, I said that one of the basic steps in successful lead generation is “Identify the specific product/service that you are marketing.”

This may seem like an obvious thing.  But, it isn’t.

You may think you know exactly what you are marketing.  The key is can you explain it in 30-seconds or less?  AND, do others correctly interpret what you are saying?

If someone asks you, “What is it that you do?”  Or, “What are you selling?”  Do you have a powerful message that explicitly states the benefits to anyone remotely interested in a short amount of time?  Some call this your “unique selling proposition” (USP) or “value proposition.”

Take the time to write out your USP and ask 10 people (preferably people who don’t know you on a professional level) if you could rehearse to them and see if they could tell you in their own words what you do or what you sell.  If you are satisfied with their response, then you are well on your way to generating quality leads!

Click here if you would like some help developing your USP.

If you really want to test your USP, approach 10 strangers (who might be in your target audience) who have no idea what you do and ask them the same thing.  It is critical that you have a pretty good start to developing your USP before you attempt this.

Just realize… if it goes well, you may win some new clients!

As a rainbow is a symbol of promise… a well-developed USP is a good start to a promising business!

rainbow

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7 Steps to Profitable Lead Generation

Posted by Helen Steidinger on Sat, Oct 22, 2011 @ 04:21 PM

Profitable lead generation is a critical part of growing a B2B business.  It is often considered the most difficult.

It seems like common-sense that when you start a lead generation campaign that you know what you are “marketing.”  But, do you really know… or is it a broad service?

What specifically are your marketing?  Can you explain it in 30 seconds or less?

Here are seven steps to successful lead generation:

1.)  Identify the specific product/service that you are marketing (in your mind, be able to explain this in 30 seconds or less)

2.)  Identify the specific target audience that needs this product/service.

3.)  Obtain an electronic list

4.)  Develop ten questions to survey the prospects on this list.

5.)  Using the survey, launch a study of the target audience… Learn more about what they need and want

6.)  Develop a script with the mindset of doing research to complete the study

7.)  Call these prospects, complete the survey, get their email addresses to stay in touch with them to send them the results of the study AND nurture them as leads!

Email us for more tips!

Is Your B2B Lead Generation in an Emergency State

Posted by Helen Steidinger on Fri, Feb 10, 2012 @ 06:03 PM

The fire sirens just went off outside my office…!  Where is the fire?  What is wrong?  Is someone hurt?  There is an emergency… somewhere…

Makes me think of the state of many companies’ B2B Lead Generation program.  Lead generation is so critical in the state of any company’s health.

How is your lead generation program faring?  In this economy, it isn’t unusual to hear… “My pipeline is dried up?”  “Sales quit coming in?”  “Cash flow is dwindling?”  Emergency situations are not fun.  What can be done to keep emergencies from happening?

fire truck-resized-600The solution goes back to an effective lead generation program.  Here are some tips to keeping your lead generation program vibrant:

1.)  Spend a little (at least) time on prospecting/lead generation each and every work day.

2.)  Implement a plan that you can temporarily “put on auto pilot.”  This could be pre-scheduled emails or blog articles.  (Make sure you have good call to actions that take your prospects to your website’s landing pages so they can become qualified leads!)  It might be that you hire someone or outsource part of the marketing plan so things are happening even while you (and your staff) aren’t working.

3.)  As I mentioned above, make sure that your website is ready and able to handle visitors who have an interest in your services.  If it is set up properly, your website can be the vehicle that handles many of your prospects questions.

For more information about how to set up your website as the “hub” for your lead generation, just email us:

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Have a great weekend!

Warm up with some B2B Lead Generation Tips

Posted by Helen Steidinger on Fri, Feb 17, 2012 @ 06:01 PM

Depending on where you spend your winter, you may be in a cold or in a warm climate.  If you are like me, it is cold outside and everytime you leave home or the office, you need to bundle up.  No fun!

Some people look at their B2B Lead Generation Program as that cold place to go. . . no fun!  But it doesn’t have to be that way!  Read on to warm up to some ways to make your lead generation marketing time a fun place to be.

First, let’s think about why you even do lead generation to begin with…

1.)  To help people/businesses enjoy what you have to offer

2.)  To warm someone else’s life because your product/service will make their day (or their year)

3.)  To enhance the experience your customer/client has in one way, shape or form.

Doesn’t that warm you up, just thinking about how you can help others with what you have to offer?

Second, do all of your prospects understand the benefits of what you offer or do?

1.)  Warm up with some ideas of how to “warm up” your prospects… What is the easiest way for them to experience your warmth?  Can they see it?  Taste it?  Feel it?  Smell it?  Do something warm to grab their attention.

2.)  Remember that not everyone will understand the benefits the first time they see or hear about your product/service… Think about warm ways to drip those benefits on them

3.)  Can you email them something warm every few weeks?  Send them to something special on your website?  Offer them some warm information that will capture their attention…

Finally, think about how you can tell if your prospects are “warmed up.”

1.)  Did they open your email?  Call them and say that you sent them an email and just wanted to follow up by phone.

2.)  Did they download something from your website?  Call them ASAP… most likely they’ll be surprised that you care enough to do it!

3.)  Did you send them something warm in the mail?  Touch base with them by email… another touch.

Warm touches help!  Please post some “warm” ideas for our readers!

Have a great weekend and stay warm!

Important Lead Generation Technique: Know Your Lead

Posted by Helen Steidinger on Fri, Feb 24, 2012 @ 02:31 PM

This past week, my brother Dean had sinus surgery.  You might be wondering what in the world does this have to do with lead generation?!  Let me give you just a little insight…

Dean had a previous surgery about ten years ago, and his polyps grew back.  Now, he needed them to go in once again and clean out his sinuses.

know your leadThe surgeon told him that because of his previous surgery, the “landmarks” are no longer as clear and therefore, surgery becomes more difficult.  Because our sinuses are near our eyes and our brain, it is always a concern for any surgeon that nothing is damaged.  But, with this being a second surgery, things are even more critical.

However, the surgeon told Dean that he will be using image guidance which will help him better know where he is and what he can do.  Although the outcome in any surgery is in higher Hands, this new(er) technology helped the surgeon perform a successful surgery.

Here is how this relates to lead generation:  The more you know about your lead the more successful your lead generation techniques will be.  Knowing some critical details will help guide your process in developing the lead.

So, how do you best “get to know” your leads?

A few techniques (and tools) we use are:

1.) Perform a research study on a pool of potential lead contacts.  Conduct a survey to get some of the information that is helpful to know before you actually engage with them.  (previous blog posts discussed this in greater details)

2.) Put your leads on a “lead nurturing campaign.”  Watch what the do… do they open your emails?  Do they click through to your links?  Do they download any of your content?  By watching this you can learn more about exactly where their interests lie.

3.)  Check them out on social media… read their LinkedIn profiles and their Facebook pages… follow them on Twitter … Google their name and their company… You may be surprised what all you find.

4.)  Finally, systematize this research and then take all the information you have obtained and decide if this lead is one worth pursuing…

What system do you use to do this work?  Some of it can easily be done by hand, but it is nice to have a system to keep the information together and easily accessible.

Let us know if you would like some ideas on how to do this!

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B2B Telemarketing Services: Are They Worth the Money?

Posted by Helen Steidinger on Fri, Jul 13, 2012 @ 04:39 PM

Every business has a budget… whether or not it is defined.  You have heard that outsourcing telemarketing to a quality company can really boost sales, but is there room in your budget for B2B Telemarketing Services?

It is true B2B telemarketing can really boost sales.  But, let’s explore some questions:

1.)  What does your company offer?  Products or services?  Are the high or low margin?  What is the size of the typical ticket?

2.)  Do you have a sales team or are you working by yourself?

3.)  Do you enjoy getting on the phone and make calls?

4.)  Does your company separate marketing from sales?

5.)  Do you get leads from your website?

6.)  How do you respond to a lead?  By phone or email?  In what time frame?

7.)  Do you have a system for follow up?

Some of these questions have simple answers, but others will take some thought.  If you would like some help thinking through what bounce some ideas off of someone to see what might be the “right” thing to do, please feel free to contact us at (815) 692-3710 or email us below:

 

Just as tip…We have found that companies offering business services and/or those who sell high margin products (such as software) often benefit the most from B2B telemarketing.  Does this description fit your business?

We would love to talk to you!  Please call us at (815) 692-3710 to schedule a 20 minute call.

Need Rain? Get Surveys with Results

Posted by Helen Steidinger on Fri, May 18, 2012 @ 10:34 AM

Here we are… mid-May!  Coming from a family of farmers, I was talking with my brother this morning.  I knew that he was out late planting soybeans last night, and so I asked… only have one more field to go?get surveys with results

He said, “Yes, and we need rain.”  I said, “So, you’ll get the last field planted and then it will rain.”

Of course, he said, “Well, it might not happen that way, but they are expecting a 50% chance of rain later this week.”

Wouldn’t that be perfect if it happened that way?  We’ll see…

Very seldom does everything go “just perfect” in business lead generation (or farming!).  However, when it does, we should remember it and if we can, capitalize on it and redo the same activities to get the same results.

A few weeks ago, our blog article discussed some specific lead generation techniques that can “make rain!”

One of them was to survey some prospects about the PAIN POINTS.  Here are some additional tips to get surveys with results:

1.)  Genuinely consider this survey a study to do market research to help your target market.

2.)  Develop 6 – 12 questions that will give you insights as to how your product/service can help them.

3.)  When you call, ask if you can have 2 1/2 minutes of their time.  Tell them that you are doing a study to help __________________ (the industry you are targeting) with _________________________.

4.)  Tell them that their help is greatly appreciated, and if you have specific questions relating to their responses, would it be ok if you called them back after the survey results are in?  (This will be an entry into having another (better-informed) conversation with them.

5.)  Most prospects appreciate any help they can get with their PAIN POINTS.  Go out and do just that… HELP THEM, and they will want to become your clients/customers if they see that you are great to work with and offer services/products they need!

Need some ideas that relate to your specific situation?  Give our sales department a call at (815) 692-3710 or email us here.

Have a great weekend!