B2B lead generation process has become an integral ingredient of the sales and marketing team across any organization. Whether you are a start-up or an established entity or a global MNC, a strong B2B lead generation process is imperative. With the advent of various tools and technologies prevalent in the market, organizations are finding innovative ways to leverage these tools and come out with their own customized processes to generate leads. However, there are certain pre-requisites that every organization can follow (or rather should follow) when it comes to B2B lead generation; more than pre-requisites let us call them tactics. These tactics will help you not only to improve the outcome but also improve the overall process of lead generation.
Let us look at some of the tactics to improve the process overall, which will eventually result in a better output. Some enterprises might be following this but they key here is consistency.
Auto response to a lead inquiry
As soon as a lead sends an inquiry, an auto-notification from the advertiser should go to the lead immediately. This creates an impactful impression and here you can even emphasize your value proposition
Call the prospect immediately
Once the auto notification is gone, a person (sales executive or account executive) should call the lad. He can even send an email, but it should not be a system or tool delivered email. The email should go from the executive; he can use templates and then customize those email templates to give a personalized touch.
If you got a chance to speak with the lead, then post the discussion send a thank you note reiterating the value proposition and defining the next steps.
In case you did not get a chance to speak with the lead, introduce yourself and mention that you tried reaching. Include the offerings and the value proposition with link to the associated web page. Also, give them a reason to call back.
Subsequently, it is all about follow ups either via call or email, but ensuring that you are not pushing the lead and at the same time you are maintaining your aggression
Contacting the lead within first 5 minutes of the inquiry increases the success ratio by more than 500%
In case an executive is unable to reach the lead, then every voicemail and email should have a unique message that will eradicate any monotony. However, what you saw above is more from a process perspective once you have an inquiry from a particular lead. But how to ensure that more leads send you an inquiry? It might come to you as a surprise, but according to Venture Harbour following are the most and least effective methods of B2B lead generation.
Most Effective Methods
- Executive Events
- Inside Sales
- Tradeshows, Conferences
- Company Website
- Email Marketing or Email Newsletters
- Search Marketing
- Virtual On Demand Events
Least Effective Methods
- Online Video
- Public Relations
- Print Advertising
If you look at the list of items in each category, the most effective methods are ones which have lot of in-person interaction or a personalized communication. The least effective methods are ones which are more generalized and there is no personal touch given to anyone.
In today’s competitive market, where the customer is well informed, it becomes very important to give a personalized experience to the target audience so that they can relate to the brand, the product or service and the value proposition that is been offered
Bringing about innovation in the process of lead generation has become the need of the hour and every marketer is striving to achieve that. As a brand, you have to ensure that you are always in the radar of your target audience. This will generate more inquiries increasing the chances of conversion.