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Elements of a Failing B2B Lead Generation Campaign

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Elements of a Failing B2B Lead Generation CampaignThere’s a reason why seasoned veterans in the world of B2B lead generation are always esteemed in a way newbies will never achieve despite being impregnated with all the necessary textbook knowledge.

That reason is wisdom – which can only be gained through experience. Lots of it.

The best thing about possessing wisdom is being able to discern which is right from the wrong. This is also what differentiates a typical marketer from that of a lead generation company that specializes on online and traditional marketing channels. In lead generation, it pays to know which mistakes to avoid.

Heed these pieces of advice from Chris Fell, Managing Director and Founder of a leading Australian inbound marketing agency. These are the things that would surely put a unpleasant end to your online lead generation campaigns:

Bad timing

People hate feeling pressured into anything – especially buying, so don’t push the sale too soon. Also make sure that your offers, CTAs, and content are targeted to answer your buyer’s needs at different stages of the sales funnel, otherwise you can be sure that you’ve lost them. Instead, match your content and offer to the right stage of the buyer’s journey.

Landing page link overload

To marketers, landing pages’ sole purpose is to convert visitors into leads. If you have enough links on a landing page to distract or confuse a visitor, it may cause them to stray from the page and abandon the offer completely. Avoid this by creating a streamlined conversion process by removing surrounding navigation. Yes, that means your menu header too!

Unclear CTAs (calls to action)

People have a short attention span. Coupled with the inherent laziness that comes with internet browsing, you risk your visitors thinking, “well I guess there’s nothing left to do here” and they drop off your site. Make sure each web page has a CTA, and definitely each blog post.

Too many hoops to jump through

Avoid tediously long forms. The longer the form is, the more it will cause your visitors to question if your offer’s really worth it.

Language is all about you

Instead of having language which is centredaround your company’s products or services (“choose us, we’re better than the next guy because of features blah, blah, and blah!”), address your buyers’ problems or challenges. Put yourself in their shoes and genuinely try to help them solve their problem instead of self-promoting.

Ignoring analytics

If you don’t know your funnel maths or how long it takes people to move from stage to stage, then how can you determine what’s working and what isn’t? Have a good, hard look at your analytics so you better understand how to nurture your leads.

No recycling tactic

When someone leaks from your funnel and they’re not ready to buy just yet, have a tactic to stay in touch with them until they are ready to. One of the most effective tactics to recycle leas that have leaked is blogging.

Source: 12 Online Lead Generation Mistakes to Avoid

Sell Big In Australia Even If You Are Small: A B2B Lead Generation Perspective

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Sell Big In Australia Even If You Are Small - A B2B Lead Generation Perspective“We all have to admit, selling to large companies can be a real challenge.”

Just imagine how hard that would be if you are a small company conducting a B2B lead generation campaign. The competition can be intense, not to mention the possibility that what you have is not what big name businesses are looking for. Getting qualified sales leads out of these companies are pretty much a challenge, more like a sure failure. But that is just at the surface. If you can properly analyze what you need to do, then you will realize just what you should be doing to make it work.

Create a sense of urgency.

Yes, urgency. This is the one strongest element that compels potential B2B leads to make a purchase or sign up with your company. If you can make them feel that what you offer is available for only a limited time, and if you can covey to them the importance of making a purchase, then you can make a sale or deal happen. And no matter what business or industry you belong to in Australia, this sense of urgency will get you the sales you are looking for. Mind you, this is not something that came off the top of my head. This answer is grounded on practical observation.

I mean, look at infomercials these days. Why do you think they still earn a lot of money, even now? It is because they succeed in relaying that sense of urgency to your prospects. The same is true even if you are not selling at all. For B2B appointment setting campaigns, conveying a sense of urgency to your prospects is what compels them to act according to what you say. Your marketing campaign’s success will depend on your team’s ability to create urgency in whatever you say or do in front of your prospects.

You can do that in a B2B telemarketing campaign. Give your business prospects a call, let them know what you have to offer them, offer them something good. Lay out the benefits that they will enjoy if they make a deal with you. And make them aware that your offer will not be around for long. Not that you are trying to coerce them or something, but more along the lines of availability of supply. In case you are offering software programs, add in some services that are time-constrained, like installation or customization by your own personnel, priority delivery for those who purchase immediately, additional services, etc. You can use anything that will get their attention and create a sense of urgency to those who will be listening to you.

Now, if you think that your own marketing team is not really up to this kind of strategy, you can always ask the help of professional B2B lead generation agencies. There are a lot of them around. You just have to choose the ones that will work well with you and your team. That may require you to invest more time and effort, but the returns in terms of B2B leads generated would be worth it.

The Three Silent Killers Of Successful Appointment Setting

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The Three Silent Killers Of Successful Appointment Setting

You have probably met success in your B2B appointment setting campaign, and that surely is a good thing for you and your business. With today’s highly competitive business environment, doing your best to generate a lot of qualified sales leads is very important. And once you have reached the pinnacle of your success, you would want to sit back and see how well you have done things.

Well, if you can afford to sit back. You see, markets and trends change all the time, and even a successful company can be pulled down from the top if they are not careful. And they will never learn about it until it is too late. Now, what could these silent B2B lead generation killers be?

First of all, there is hubris. I know, it is normal for many of us to rest on our laurels. I mean, we did work hard to reach our goals, so it is only natural that we want to enjoy the fruits of our success. Now this is where the problem comes in. We think that we have done so well, that tend to think that we need no improving anymore. But that is far from the truth. Markets and buying habits can be unpredictable. Even if you can predict it, you still have to adapt to the changes. Not doing so will not just be detrimental to your marketing team’s ability to generate B2B leads, it would also let your competition beat you as well.

Second of these would be laziness. Conducting B2B appointment setting campaign is hard, there is no doubt about it. The trouble here starts when we think that we have found the ‘magic formula’ that will solve all of our sales leads problems. Unfortunately, this is something that is not that likely to happen at all. If you want your telemarketing team to be more successful in converting sales leads prospects into actual close deals. You have to constantly challenge yourself, to be better than before. That is the secret to being really successful. Here, it is not just your body, but also your mind, that has to work overtime.

Lastly, and one most common to business executives than the rank and file, would probably be absenteeism. You see, there are just so many things to do, so many opportunities to explore, that you might find yourself getting stretched thin. You know that quality means a lot in your business operations. And if you cannot oversee it properly, then the quality would drop. This, in turn, would reduce the demand from your sales leads prospects. When that happens, well, you have just lost a sale. Better be around and see things than go chasing business opportunities that you would be unable to handle.

In any case, if you can avoid these three serious B2B lead generation campaign killers, then you will be able to manage things well. It is a necessary action to take in order for your business to survive now and tomorrow.