61% of B2B marketers say that generating high-quality leads is their biggest challenge. (Source: B2B Lead Generation Marketing Trends Survey 2013)
I hear it all the time. Year-in and year-out, in trade article after trade article, B2B marketers lament that their biggest hurdles are generating high-quality leads. Lead generation is the biggest weakness in their otherwise successful marketing efforts. So why not put everything you’ve ever been told about B2B lead generation out of your head and try something new this year? Read on to find out how you can turn lead generation into your biggest strength.
First Things First
The most important aspect of a B2B company’s marketing program, especially in today‘s digital marketplace, is the people delivering the message. The human component is an unquantifiable element of greatest priority because it is in the chemistry between those delivering a company’s message and the potential customers where the relationships are developed- or lost. Because real people make business decisions on the customer end, every point of contact you have with them makes or breaks the potential connections you stand to create.
While more and more purchasing decisions are in fact being made online, your customers and prospects should have a real-live person, face-to-face or over the phone, to discuss their particular needs. This is especially true in most B2B scenarios, where complex engineering or technical situations are critical.
For instance, an engineer designing an aircraft engine isn’t going to spec in your part simply because he interacts with your company online. He should have a good feel (read: brand awareness) for your company, and hopefully have been given all of the technical information he may have needed, but at the end of the day, he‘s going to want to speak with an actual person, probably R&D and sales, to get to the meat of his product needs. The same is true for a vast array of highly technical, engineering-based industries.
Do you have the dedicated sales staff at your disposal to accomplish this? Do they have the time to cultivate and nurture each prospect or existing customer in their territory? Or are your salespeople bogged down with too many other things?
But I Don’t Need All That; I Have Inbound Marketing!
Inbound marketing is the process of creating quality online content that draws your target audience to your company, where you can convert them to loyal customers over time.
Inbound marketing is definitely where it‘s at. It outperforms outbound in most categories. But alas, there is no such thing as free marketing.
So many marketers get swept up into the social media and content creation wave, thinking they‘ve found the golden ticket- the loophole that will allow them to market like the big boys, but on a shoestring budget. Companies should be completely honest with themselves about the true costs of these activities.
In considering inbound marketing, there are two aspects that warrant special attention: the cost of content creation and actual online traffic numbers.
Companies today are expending huge amounts of energy creating content and marketing in the digital space. We believe that digital media is very passive. The content is great, but really puts the onus on your customers and prospects to find the information that is most valuable to them.
But, at the end of the day, your prospects and customers, especially in the B2B arena, want to talk to a PERSON; their projects are too important and often too complicated to base their product decisions on daily emails or a great website, no matter how functional.
Build Your Lead Generation Machine
B2B industries are generally more technical and more in-depth than those in the B2C space. We believe that if you can figure out in a B2B world how to give someone a B2C experience, you will own your marketplace. It is our job at Connects Marketing Group to help you achieve this goal.
The heart of what we do is B2B lead generation. We keep your pipeline filled with highly qualified leads so your sales people can spend their time closing deals. Our team has the ability to understand your business and complex technology and then take the right action to ensure your sales success.
We begin by:
- Engaging the right point of contact within the targeted company
- Having a candid dialogue that supports future communication
- Identifying true opportunities for your sales team
- Determining the logical next steps for your sales team
- Establishing a firm foundation for a long-term business relationship
Typical types of lead generation campaigns might include:
- New customer creation
- Email or direct mail campaign follow-up
- Territory expansion
- Web-based inquiries
- Trade show registrations or inquiries
- Webinar registration or follow-up
- New product launches
We believe B2B lead generation should be about the Three C’s: Contact, Communication and Connections. They are the foundation of our success. They matter. We do them right, each and every time.
So why keep on doing the same thing, rehashing the same marketing tactics, with the same results? Why not let Connects help you increase the number of quality leads you hand off to your sales team exponentially? In the same way you wouldn’t make a purchase on Amazon without checking the reviews, have a listen to what some of our clients had to say about us.
“Connects Marketing Group has exceeded my expectations. The quality of their employees is unparalleled. They have learned our business and pivot quickly offering us valuable feedback from our customers and prospects. The effectiveness of our campaigns came from Connects taking the initiative to learn our industry, when we did not have the time to train them. They are an integral part of our sales process. I highly recommend them.”
Roger Parks, VP Business Development & Co-Founder, doxo, Inc.
“CMG as a partner is tenacious and always deliver what they promise. They can take a complex concept or sale, break it down methodically, and have a targeted message to share with the prospective customer while speaking the party line of our company. Working with CMG gives us the ability to turn up or dial down activity in a program offering without additional sales and marketing costs being incurred. We‘ve utilized them for lead generation and are pleased they offer so many additional relevant B2B Business Development services. We see them as an extension our on-staff sales teams.
CMG‘s greatest strength is their smart and highly engaged people and how quickly they get a sales management program launched. It takes a special breed of people to pick up the phone and clearly communicate the marketing message. If you are going to spend money on a tradeshow, you have to take advantage of the leads and do the follow up. The best way to get ROI of any tradeshow is to utilize Connects. Within a day or two they will literally touch every lead received from a tradeshow. CMG leaves no stone unturned and that is key in turning prospects into customers efficiently and quickly.”
Jeff Heier, Security Solutions Strategist, CA Technologies