| Most of the fastest growing B2B companies
do not rely solely on just one sales lead generation method. They have a complete arsenal
of sales lead generation tools at their fingertips, that they can use at any given time.
Here are my eight proven B2B sales leads generation
techniques gleaned from helping over 170 B2B companies reach their sales prospects:
1. Sales lead generation using relationship marketing
Relationship Marketing is the approach underlying all of
the “sales-lead-generation-success” methods. Relationship marketing simply
refers to cultivating a personal, sales-winning relationship with your prospects.
It’s about developing longer-term relationships with customers rather than individual
transactions.
During my 20+ years of experience in B2B sales lead
generation, I've discovered the key to picking up sales others leave on the table is to
keep in touch with your prospects via a series of ongoing communications and offers
throughout your prospective customers' consideration processes.
2. Sales lead generation through complementary partner
referrals
By joining forces with complementary partners, you can
instantly multiply your sales lead generation pool and make it easier for companies to
engage in doing business with you. Out of all the sales lead generation programs available
to you, complementary partner referral programs can generate the highest qualified B2B
sales leads.
3. Sale lead generation using search engine optimization
and Internet marketing strategies
Business buyers are more sophisticated and getting harder
to reach than ever. Studies show that about 90% of business buyers start with research on
the Internet, therefore it’s critical to have a well-tuned sales lead generation
program that includes search engine optimization (SEO)/Internet marketing strategies to
attract prospects at the beginning of their buying cycle.
4. Sales lead generation via telemarketing
Even though many people despise the thought of
telemarketing, when executed properly it is a very effective sales lead generation tool.
Telemarketing is a personal marketing and sales lead generation technique that offers a
cost-effective, efficient alternative to field selling. However, it can be significantly
more expensive than direct mail or email.
By including telemarketing in your B2B sales lead
generation marketing plan, you can reach up to thirty decision-makers a day at a cost of
$15 to $20 per contact. In contrast, with field sales you can reach only four or five
decision-makers a day at an average cost of $392 or more per contact. Direct mail may cost
as little as a dollar, and email is often much less. However, if you consistently prospect
and nurture leads via phone, you will consistently generate qualified sales leads.
5. Sales lead generation with email publications
By creating your own email newsletter, you could send out
industry news and tips to suspects in your market. Since you will be on your
prospects’ minds more often than your competition, eventually, your sales leads will
turn into actual sales.
If you subscribe to my e-newsletter, Sales Lead Report, you
will see an example of an email publication that keeps my name and business in front of
over 8,000 people every month.
6. Sales Lead Generation With Direct Mail
There is an entire industry of people like Dan Kennedy, Bob
Bly, and Bill Glazer who are dedicated to business-to-business selling through direct
marketing. Sales letters can be an excellent sales lead generation method. But, most sales
and business professionals do not know how to use this lead generation technique
effectively and efficiently.
The complaint is a common one among B2B companies that
depend on direct mail and direct response marketing as their only sales lead generation
program: "I'm sick of spending a fortune to send out thousands of full-color catalogs
and direct-mail pieces only to get a measly 1% response rate. How can I cut costs and find
a more practical way to get my target market to respond to my direct mail or
catalogs?"
My clients have found that the best place to start
revamping their direct response marketing is by determining who their best customers are,
then trying to target their database marketing efforts at companies and individuals who
are similar in nature.
7. Sales Lead Generation Using Print Advertising
When done correctly, print advertising can be a highly
effective sales lead generation activity. When using print advertising as your B2B sales
leads generation method, you must remember to focus your advertising's message on the
benefits and applications of your products or services. Then let the layout and design of
your ads enhance your company's image. And, don’t forget to only use publications
that deliver messages directly to your targeted audience.
8. Sales Lead generation via Event Marketing
Whether you do it live, through the telephone
(teleseminars) or via the Web (webinars), seminars and workshops are a great sales lead
generation tool. People who attend your seminar have an interest in the information you
are presenting and a need for your product or service.
The goal: Connect with customers in a meaningful way
By using these eight proven B2B sales leads generation
methods gleaned from helping over 170 B2B companies reach their prospects, you will
capture more sales-ready opportunities for your salespeople to turn into new business,
meaning greater sales revenue and profits for your company. |
