Lead Generation Archives

Behavioral Targeting for Lead Generation: Thumbs Up or Thumbs Down?

May 6, 2014/in Lead Generation /by Dara Lin

Relevance is one of the basic requirements for a marketing message to be accepted by the online public. Every day, people encounter thousands of ads whenever they search for something online or through social media. But for marketers, it is almost impossible to capture the real interest of those who are really in the market for a product or service.

That’s where behavioral targeting comes in.

According to a post from Clearcode, Behavioral targeting is a method that allows advertisers and publishers to display relevant ads and marketing messages to users based on their web-browsing behavior. Behavioral targeting relies on capturing website and landing page visitor data and using that information to provide these visitors with advertisements that are relevant to their needs and interests.

How does behavioral targeting work?

A website collects the data of the visitor;
What page he visited
How long did he stay on a page
What links were clicked
Other activities performed by the visitor
These data will help create a visitor’s “profile” that links to the web browser.
Using the data collected, these visitors are put into an audience segment
Based on the previous behavior of the audience using the information collected, advertisers show an online ad that is relevant to the user.

For example, a user who has searched the web for hotel rates on Google may see advertisements for hotels when he visits other websites. Or whenever you “Like” a hotel page on Facebook, it will also trigger these ads and eventually you’ll see the relevant business page on your feed.

This is how behavioral targeting helps boost lead generation, by making users’ web browsing experience more “personalized” and thus allows them to consider multiple channels of marketing.

Many marketers are claiming that behavioral targeting will not work because of the problem of accuracy and its incompleteness in revealing the true interest of leads. Users feel “invaded” whenever they sense that the internet is monitoring their online behavior.

But why is it that many marketers still think it’s an advantage to have behavioral targeting as part of their marketing strategy despite its potential pitfall? Behavioral targeting can get you;

Higher click-through rate. The audience is more likely to click through if you create interesting advertisements that are relevant and one they can relate to. Also, it’s important that they could see what you’re offering.
Higher conversion rate. Through behavioral targeting, you get to learn more about your audience. The fact that you know what they’re looking for lets you create an advertising strategy that is more appealing to them.

According to (NAI) Network Advertising Initiative, targeted ads that are based on user behavior receives 6.8% conversion rate compared to 2.8% for non-targeted ads. tweet this!

So, is it thumbs up or thumbs down? The answer is, it could be both. Doing it without thorough planning will put your time, effort and money to waste. But if you will research and study it well on how to make it more effective before implementing it will further enhance its potential for reaching out to your target audience if done correctly.

Understanding the B2B Buyer: 4 Rationales of a Purchase Decision (Part 2 of 2)

February 11, 2014/4 Comments/in Lead Generation /by admin

In the previous article, it was discussed that two of the reasons that influence the purchase decision of B2B buyers are 1) to enhance productivity and 2) for business expansion and growth.

The other two reasons deal more with the technical aspects of running a business, but nevertheless just as crucial in a buyer’s tendency to engage with lead generation tactics, whether via phone calls, email or business websites.

To bring in new technology

Businesses always aspire to leverage new technology to be able to outdo competitors. This is particularly true for companies that have no problem investing big amounts on technological advances. Actually, some of them even allot a chunk of their budget for keeping tabs on the newest trends and software in the industry.

That is your target market right there. Buyers like these usually are more receptive towards email-based subscriptions on product updates and even printed brochures. They like watching videos to review products or ask around to verify the quality of recommended services. And most of all, they are most open to conversations whether over the phone or in person. As marketers, make sure you have inside information about how they do their purchasing process and how they would like to receive information.

Need: To Cut Costs

Businesses are always concerned about their bottom lines and are on the prowl for ways to save. Office equipment, software and costs associated with having a physical location add up – quickly. The need to cut costs as a reason for prompting a new purchase received 32% of scores over 8. Perhaps the reason just about third of respondents feel this way is because it isn’t just a lower cost businesses want; they also want more for their money. As B2B Marketing notes, “Less is good. But more for less is better.”

What This Means for Your Business:

Work with buyers to find a price point that meets your needs and theirs. You should also be creating content, such as whitepapers, blog posts and case studies, which showcases how your product or service can reduce costs for businesses. You know your customers and you can likely gage where they are spending money. If your product or service can reduce costs in those areas, include that information in your marketing materials and sales pitches.

Understanding the B2B Buyer: 4 Rationales of a Purchase Decision (Part 1 of 2)

February 6, 2014/in Lead Generation /by admin

In order to predict a behavior, one must determine the cause. In a business setup, the purchase process of buyers can be traced back to their inherent or emerging needs to maintain their operations. It’s so basic a principle that marketers actually tend to forget to look into.

We can’t blame them. B2B lead generation is an intricate practice, and most of their attention is built around converting prospects into paying customers and nurturing leads down the sales funnel. But for those who can’t seem to put their finger on why they are failing to close a sale, it’s best to be reacquainted with the essential motives why buyers make a purchase decision:

There are four basic reasons, and the first two are as follows:

To perk up production

For a typical business, enhancing productivity is definitely part of the goal. Owners, CEOs and managers are always finding ways to make their operations efficient, and that includes software, general tasks and data reporting. This is common for large businesses that operate mostly on large scale productions or those that handle a big number of human resources. They would usually go for solutions that aim to make everything fast and efficient.

Now when a B2B buyer has that motive in mind, marketers should highlight these desired features on their products. That means putting forward a mantra of efficiency in all lead generation channels such as content marketing, telemarketing or email. This kind of buyer is interested in statistics and real-world evidence that a product can enhance the way they business runs.

For business expansion and growth

When a business decides to expand, it will definitely acquire help in the form of additional tools and outsourced manpower. Although some companies would rather hire a fresh batch of new employees, it would still need to purchase equipment and software for them to use. That also means there will be an influx of customers in the future, which then leads to more purchases.

Again, to position yourself in front of these expansion buyers, you need to offer something that can aid them in the transition period, especially in terms of delivery, packaging and even throw in a discount for bulk purchases. This is usually a big sales opportunity considering the scale of potential purchases. This type of transaction deserves the best nurturing treatment as they could end up regular customers in more years to come.

The other two reasons for B2B buyers’ purchase decisions will be discussed in the next article.

B2B Sales Leads Negotiations? You Can Do It Like A Pro

December 2, 2013/in Lead Generation /by Dara Lin

I’ve been in the sales business for more than 10 years, and based on my experience only 10% of prospects that I’ve encountered will say, yes – even if they are at some point planning to purchase something.

Negotiations, rebut, probing – whatever you call it, it is the most crucial part of your sales call. This is the part where your prospect will listen and allow you to talk (that is if you’re making sense) or they’ll block your call, forever.

Admit it, whether you’re in Australia or other parts of the world, negotiations will always be part of your B2B sales calls. You might be lucky with some prospects, but most of the time you won’t. But what really makes all the difference here is, YOU!

As a salesperson, it is your job to convince your prospect to listen and find out if you can help or provide solutions to your their problems. Negotiating can be tricky. If you haven’t done this before or is new to this, here’s how to do it like a pro.

Prepare

Decision makers are busy most of the time. So it’s difficult to get hold of them. However, once you get to speak with them, you have to make the most of their time and make sure the opportunity given to you is not wasted. Sales pre-planning and preparation is important in order to improve the quality of how you communicate with your prospects.

What to prepare?

Who to look for?
What is the goal of my call?
Read your opening spiel out loud so I won’t sound like a robot. (Know when to pause and when to stop)
What do I need to find out or what questions do I need to ask my prospect?
Prepare common rebuttals for possible objections.

Don’t avoid negotiations

Many salespeople tend to avoid negotiations because of fear. Fear that they might not close the deal and fear that they might screw the call-up. However, the fact that you are trying to neglect a simple question or an objection means you’re being rude. This leads to a loss of deal.

Negotiations are an opportunity for the salesperson to identify the problem and offer a solution. However, the result of the negotiation will depend on how you handle and your approach to every negotiation.

What to avoid when negotiating with your prospects?

Avoid bragging too much about your company and your product. Instead, focus on your prospect’s needs. You can ask; “What are you looking for in a product?’ or “Are there any features that you wish to have?” Focus on what they want and offer as to what your product can do about it. Don’t mention all the benefits they can get especially if that’s not what they are looking for. Here’s how to gain your prospect’s full trust.
Never say, “We can do that.” for them to decide to buy from you especially if you know your company can’t provide that.

Know when to negotiate

As a salesperson, your goal is not just to sell and close the deal, but find out if there is an opportunity. If there is, then you must negotiate in order to close the deal. But how will you know if there is an opportunity and it is worth to negotiate?

If the prospect is hesitant but is somehow interested.
If you’re in this situation ask about their current setup.
If the prospect says he’s not interested but has problems within their organization.

What to do? Focus on their problems and offer what your product or service can do to help them resolve their issues.
If the prospect says not now.
You can ask; “When is their next project?” Or ”When is the best time to call back to discuss their next project?”

Negotiation is more effective if you know how to communicate clearly and confidently with your prospects. The more expensive your product is, the harder it is to sell. So learn to negotiate like a pro and handle objections well by addressing on your prospect’s concern.

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

October 16, 2013/in Lead Generation /by Dara Lin

“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.

Is B2B Lead Generation really just about the numbers?

October 14, 2013/in Lead Generation /by Dara Lin

Sales will always be about a numbers game. But when it comes to B2B lead generation, don’t just focus on a higher number and forget about the quality of leads produced. For the B2B lead generation in Australia, the quality of leads delivered is considered the number one challenge they’ve encountered.

Here are some factors to consider when doing B2B lead generation.

Prospecting. Targeting the right prospect
Multi-channel marketing. The channels used to attract and interact with your potential customers.
Nurturing. How you manage and communicate with your prospects.

Sure social media is a good way to attract prospects and email marketing to nurture leads. Inbound lead generation process of converting visitors into prospects is still considered the most effective. But don’t forget about outbound marketing practices such as telemarketing as they say it is the fastest way to convert prospects into a solid lead. Not to mention it can prove a higher quality of leads.

However, regardless of your numbers, your lead generation campaign won’t be a success if you don’t know your metrics.

For example…

You make sure to publish 2 blog posts in a day but you’re not getting enough traffic for your website.

You have a high web traffic but no or very low conversion.

An outsourced company delivered 50 leads but you only converted 5 into a sale.

Now what?

The key is to understand your numbers and how you can improve them. So how do you measure your ROI? Some do it by;

Cost per lead. The amount paid or spent / the number of leads delivered (regardless if they were converted or not.

For example:
10000/25 = 400

Lead volume. The higher the number of leads delivered, the better (regardless of the quality of lead)

Lead quality and closed rate. The amount paid or spent / the number of leads converted.

For example:
10000/5 = 2000

It’s odd because 50- 55% of business owners and marketers measure the cost per lead and the number of leads delivered.

If you really want to determine whether or not you should continue your B2B lead generation campaign, you should first take a look at how many leads are qualified that can be easily converted. This goes to show that most companies just want to generate more leads as possible, thus putting more emphasis on quantity alone.

It’s the instinctive nature of humans to be overwhelmed with numbers, creating the illusion that “more is always better.” Bottom line is quality is always important if you want your B2B lead generation campaign to become successful. If you are just going to focus on the number of leads without measuring its success, then the effect in the long run will not be as pleasant as what you might think. It’s not supposed to be just a numbers game.

Measuring quality and success rather than cost and volume warrants a much elaborate process, but the benefits can make future endeavors easier and more promising. Discovering how high-quality leads are extracted will determine the success of a business; besides, isn’t that what lead generation is all about in the first place?

Reenergize Your Lagging Lead Generation Campaign

October 8, 2013/in Lead Generation /by admin

“B2B lead generation will always be part of your marketing campaign, and you know that this is something that you cannot afford to falter.”

In this highly-competitive market, you have to work hard or your competition will blow you away. It will make you lose sales leads. But, it is also a fact that your marketing performance will not stay consistently high. Energizing it would be one activity that you have to be concerned about. And here is how you do it:

1. Connect with your customers – marketing is not all about getting new B2B leads. It is also about reconnecting with those that you have already served. There are plenty of ways for you to get in touch with them. Contact them through social media, message boards, and even blogs. As much as possible, try getting a direct feedback from them.

2. Give out special promotions – this is very handy for seasonal campaigns, especially if you have goods or products that needed to be unloaded fast. Use these special incentives to draw customers back to you, even if it is on the short-term. It could take the form of coupons, special offers, discounts for bulk purchases, etc. Give them something really good.

3. Make sure managing sales leads goes smoothly – tracking business leads and following them up can take some time and effort, so you have to make it work. In this case, you have to ensure that your people are prepared for the job. For example, a prospect calls you about business. Your people should ask them about how they heard about you and what their concerns are.

4. Keep fresh – be it in appointment setting or in content creation, you must always be fresh in what you create. There are plenty of ways for you to do that. Ask your people, seek out their own ideas. A little brainstorming can be a big help in helping you reach your goals. Besides, it can be unhealthy at times if you do the work alone.

5. Work on retentions – sometimes, your old customers can be your source of new sales leads. Have your telemarketing team use your old business lists and ring up your old contacts. More likely than not, they will deal with you again. If not, then take this as an opportunity to clear things up with them and convert them into your customers again.

6. Give more – in today’s social climate, being in business is no longer just selling your products, it is also about contributing to the community. Try to level up on your activities on corporate responsibility. That would give you extra brownie points with your prospects.

7. Use new content – to keep people coming back to you, you need to provide them with a constant supply of fresh, upbeat, and informative content. You can cover any topic, but the best ones deal with your business and its related industry in general.

Try following these tips. You will see that these can really put more energy back into your B2B lead generation campaigns.

Consistency: Key To Effective B2B Lead Generation

September 19, 2013/in Lead Generation /by admin

As a customized mobile applications provider, you need to provide quality products and services to your customers. This is the conclusion of your B2B lead generation campaign, one that may or may not bring you the profits you are looking for in the long run. Still, this is something you need to do in order to keep getting sales leads in the Asia-Pacific region. After all, this is a very competitive market. You need to stand out or be carried away by the tide. Now, how can you do that? How will you be able to get the results you want? What is the secret to reaching your appointment setting goals? The answer is rather simple: you just have to be consistent.

Yes, consistency is the key to effective marketing. You need to be consistent in everything you do, to be steady in the face of change, to be a paragon of stability for those looking to generate B2B leads. Be consistent in your B2B telemarketing work, and your customer will come naturally. All you need to do now is to mind the quality of all those mobile apps you have been selling in the market. It is not that hard, if you think about it. Now, what are the benefits of greater consistency for your business?

Measurability – when you are consistent, you will be able to take accurate measurements, record the necessary data for your marketing campaign. Consistency allows you for greater analysis of what you need to improve on.
Accountability – when you are consistently doing one specific task, it will become expected that you will do that specific task. If you fail, then others will notice it. This greater accountability is important if you want to ensure the quality of your work. No one wants to fail in their task, right?
Reputability – when you consistently deliver what you promise, you create a positive reputation about you and your market. This is a very important point. Without a good reputation, you will not be able to sell. Building one from scratch can be time-consuming and costly, so you should better do your job right the first time.
Relevancy – you know just how important your business should be to your customers. If you sell a lot of goods that they like, then they are more likely to go back to you for more .Keep that up, and they will become your customers for life. That can happen to you, as long as you have the consistency to deliver.
Applicability – your message will only be accepted if you keep on giving your B2B leads prospects any marketing material that is relevant to them. And if the topic is timely enough, interesting, as well as informative, plus you keep delivering it consistently, then there is a higher likelihood of them becoming your customers in the long run.

As you can see, consistency is the name of the lead generation game. Either you do that, or prepare to say goodbye to your sales leads prospects.

Improve Your Telemarketing For Australian Business Leads

September 5, 2013/in Lead Generation /by Dara Lin

Let’s face it, we all want to generate more sales for our business. In order to do so, businesses in Australia consider telemarketing. Lead generation and appointment setting campaigns in Australia are a good way to get more leads.

However, as a business owner, I want high-quality leads that could give me a better ROI.

To improve your telemarketing productivity on your Australian lead generation and appointment setting campaigns, here are three simple tips for you to follow:

Find The Perfect Telemarketer

As a telemarketer, it is your job to look for opportunities, deliver the right message and leave a positive impression of your company. If you’re telemarketing for Australian business appointments, in particular, you have got to make sure that your telemarketers have the right qualities – listening skills, knows what and when to ask relevant questions, calm and can skillfully handle all of your prospects’ questions. Prospects want a little information prior to agreeing to an appointment, so give your telemarketers a bit of information about your business/company beforehand – the kind that you’d want to know if you were the customer – then do a mock call and pick the telemarketer who performs the best. This way you can weed out those who are inexperienced and increase your chances of getting high-quality business appointments.

Have A Killer Telemarketing Script

scripts can be used as a guide for every telemarketer. What should be included in your script?

Information about your company (company name, address, and website).
Information about your company, the products, and services offered.
Questions you need to ask to pre-qualify your prospects.
Rebuttals for possible objections

Telemarketers shouldn’t give up if their first call isn’t perfect. Scripts can be personalized and writing one that will get you the most Australian business leads and appointments will need a few tweaks before it becomes effective. Your first script won’t be perfect and might even turn out with much lesser sales leads and appointments than you had expected, but testing your script and improving on it as you go is the best way to get your pitch just right.

So if your first campaign didn’t turn out as much as you’d planned, just keep making improvements on your telemarketing script ‘til you get the perfect killer sales pitch. You should better read Earn Appointments with These Cold Calling Scripts for All Industries

Keep Your Business Contact Database Up To Date

When you’re outsourcing your telemarketing campaigns (and even if you’re not), you wouldn’t want your telemarketers spending most of their time apologizing for wrong numbers or asking for the contact details of your intended prospects, right? You’d want your team to focus and use their exceptional telemarketing skills to actually sell things or get your salespeople appointments. To be able to do this, it would be best to have your telemarketing list reviewed or updated first before starting your telemarketing or appointment setting campaign.

Seems simple enough, right? Well, to make things even simpler, hire or outsource to a lead generation company that specializes in B2B lead generation services in Australia and you will soon be closing those deals in no time.

How To Make Productive Lead Generation Meetings

July 10, 2013/in Lead Generation /by admin

Meetings can be a bore, especially if all you talk about is business. But that is something you have to live with if you want to generate good B2B leads for your company. Come to think of it, meeting with business prospects, whether in person or on the phone, is an important step towards making a successful sale or business deal. The only challenge here, at this stage, is actually making your meeting interesting (and impressive) enough for them to sign up with you. With time very important for both parties, you want to make the most out of your lead generation meeting, right?

That is why you need to plan things first. For example:

1. Schedule during off-peak hours – we all know how important time is for us. Be it us in looking for B2B leads, or your prospects in their business operations for that matter, you need to make sure that your meeting will not affect everyone’s important activities. Try to be as flexible as possible for your prospects, and make sure you show up on time. Understand that everyone values their time highly. If they so much as think that you are wasting their time, then they would walk away.

2. Add some humor to the mix – of course, this advice will be dependent on whether the other party is receptive or not. Try testing the waters first, and if you find a willing audience, then subtly add some levity to your discussion. Just make sure that the jokes are tasteful, professional, and relevant to your appointment setting meeting.

3. Stand up – let us face it, meetings can be a bore, or it can downright slow our minds down. You could add life to your meetings by doing it standing up. Not only will it help you get your body moving, it will also compel you to hurry up your talk. This will shorten your time of discussions, and give you more time to do what matters.

4. Get everyone a chance at closing time – this is a very good tactic that you can use to help everyone be more involved in your meetings. Before you dismiss your meeting, have each participant say something about the discussion. In this way, you can be sure everyone is on the same page. At the same time, it will give everyone the opportunity to get out whatever their keeping in their chests.

Meetings will always be part of your business operations. It may be boring, it may be tough, and it may be outright a pain in the neck when things go rough. But we all have to face one at some point in our time. It is up to us to make it better, more interesting, or more rewarding. While this may just be a stage in our marketing process, almost no different to what telemarketing, social media, or email promotions is, it is how we use our creativity and resourcefulness that makes all the difference in our efforts.

The Four P’s Of Sales Leads Nurturing

July 2, 2013/in Lead Generation /by Dara Lin

For a business to successfully generate qualified sales leads, a little leads nurturing needs to be done. In lead generation, developing your relationship with your prospects on every stage of their buying journey is a slow process. However, if every B2B leads are nurtured well, they can be easily converted into a sale. Still, that is where the challenge is – how do you properly nurture leads? And I’m not just talking about some relationship-building activity that your company can do at times. This process includes walking through your buyers at every stage of your sales funnel.

Nurturing involves; identifying the needs of your prospects, providing information and offering a solution according to their needs. Going through your prospect’s buying journey takes time. In order to do it right, you need to take note of the four P’s of lead nurturing:

Permission

Gone are the days when you can just push your product to the face of your prospects. Building relationship with your prospect includes respect. Sending a bunch of introductory emails or any marketing collaterals makes people less likely to engage and make a purchase. Or worse, report your email campaign as spam.

Here are a few guides on email marketing:

Preferences

Understanding your prospect’s likes and dislikes about certain products, their issues, and concerns within their organization is important. This will affect how you handle each prospect and offer solutions to their problems depending on what they need. Get to know them better with customer segmentation.

Personalization

When marketing to individual business prospects, whether be it through an email, a call, social media or content, always make sure to customize your pitch or the information you provide. Every prospect is different. This means personalizing your message to fit the tastes of your recipients.

Pull

Before you start letting the world know about your products or services, you must first start with identifying your target audience. Know what they want and what they usually look in a product and use this information in crafting high-quality contents that are relevant and valuable to your readers.

Start creating your content with these guides:

This will compel the audience to follow you, basically ‘pulling’ them to your direction. Educate those who are not yet ready to buy by providing informative contents and lead them to the final stage of their buying journey.

Despite the benefits of lead nurturing, only a few marketers nurture their sales leads. Having an effective lead nurturing technique plays an important role in the success of your marketing strategy. Nurture your leads into opportunities with these four P’s, and see an increase in your close rates.

Simplicity Is Beauty For Lead Generation

June 29, 2013/in Lead Generation /by admin

It is said that a true test for a chef is to make a simple dish taste exquisite. That is also the same principle in marketing as well. How can you simplify the lead generation process without sacrificing quality and productivity, indeed, actually end up improving, of generating sales leads? Turning a complicated concept into a simple, impactful, and meaningful message is nothing less than a complex exercise. How you do that would be the true test of your ability as a marketing and appointment setting specialist.

So, how do you make that happen?

First of all, you need all the data that you can get. Be it figures, graphs, reports, etc. all of these can serve as information source. Once you have everything you need, now is the time for you to take them apart, piece by piece, looking for that common detail that they all share, that one detail that pretty much summarizes what your company’s product, purpose, and market is all about. Sure, this can be real work, and you might not be able to manage it, so you might want to leave the analysis to a business database agency.

Next is the crafting of the message. Remember, your message must tell a story, one that appeals to the emotions. Emotions are what influence a customer to buy from you or not. Next is the communication medium to use. It must be one that can have the maximum impact on your audience at the shortest time. Direct marketing tools like email and telemarketing might be good places to start. No matter what you use, if it can help bring you a lot of B2B leads, then stick to it.

Lastly, always be human. Marketing lead generation is a social activity. You are dealing with real people with their own idiosyncrasies and preferences. You have to adjust your marketing efforts to meet the unique needs of your audience.