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A sip of Lead Generation

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lead generation Singapore

A sip of Lead Generation

(Before the big gulp of Appointment Setting)

 

Would you quickly drink a cup of freshly brewed coffee without sipping on it first?

What if I ask you, is your brand ready for sales and marketing launch? If your answer is not a sure YES, then let’s discuss about Lead Generation for now and parking lot on Appointment Setting.

Lead Generation is basically the generation of a prospect’s interest into a product or service of a business. Common purposes for running a lead generation campaign maybe for list building, contact acquisition or sales leads. Below are some tips that will help you determine the readiness of your product or service for market consumers before you push for client meetings:

Gauge Interest Level

You know who your target consumers are but would you know how many of them would be interested in your product or service? How many of them are on the buying stage or maybe just evaluating? How much would they spend for the purchase or do they have the budget? How soon would they switch or upgrade?

But why do we have to comply with such pre-requisite action? Can’t we just go ahead and directly sell or offer to consumers? Such question makes sense, as the main objective of each business is to do so.

Collect the Data

Who are your target consumers? What product or system are they currently using or engaged with? Where or which target location would you prioritize to cater to? When are your prospects planning to buy – today, next quarter or 6 months from now? These question sets maybe are a few basic start points when getting information from your target consumers whom you would consider as possible buyers.  

You should acquire accurate statistical data as this should be a strong point of your comparison with the competitors’ brands. Get a full knowledge of their market scope, solution edge, and sales strategies as these are essential factors to consider before you do an official market launch.  

Roll out a survey

Survey is asking people, one or maybe series of questions in order to gather information. You may use tools and procedures via different media like telemarketing (profiling), the web (social media) or face to face interview in conducting a survey. The conclusion of the survey process will determine the readiness of your product or service to go live in the market or take further profiling activities.

Regardless which industry you are engaged with, the competence and readiness of your brand will impact the business’ marketing and advertising effectiveness, sales cycle, and cash investment returns. This means that your brand’s features and benefits should cater the needs of your target consumers to guarantee customer satisfaction. What they see and hear about your business offering must translate into a worthwhile experience. Media advertising may stir your prospect’s interest, but the proven experience that is testified by your consumers through word of mouth would be the most effective promotional medium.

So before you set appointments to present your brand’s features and benefits with your prospects make sure that you have accurate data on hand about your target consumers.

Take a sip of lead generation before the big gulp of appointment setting. I bet you wouldn’t want burnt lips and tongue, would you?

Underperforming Lead Generation? Here are the Suspects

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Underperforming Lead Generation- Here are the Suspects

Ensuring consistent gains in your B2B lead generation also means identifying certain scenarios that raise a red flag on your marketing efforts.

For Louis Foong, CEO of the ALTEA Group Incorporated, the main reasons for a failing lead generation strategy are as follows:

WEAK DEMAND GENERATION STRATEGY: If your demand generation strategy is on a shaky foundation, you have a host of problems on hand. Common issues include not following a regular list hygiene process, missing solid account mapping and lead scoring metrics, not being in touch with the dynamics of your market and not fully comprehending the issues your customers find most challenging. What can you do to ensure your strategy is well-defined and strategically aligned to deliver on your lead generation goals?

YOU HAVE NOT MAPPED THE B2B BUYING PROCESS: B2B procurement is not a simple process. Not only do you have to comprehend it generically, but you also need to map it for every B2B buyer you are targeting and working on to achieve a sale. Recognize that it is going to be a long and complex sales cycle with more than one ‘power buyer’ involved. In addition, the buying process within your client’s organization may be impacted by factors such as budget issues, growth patterns, debt situation, staffing and personal issues, economic factors, and more.

TOO MANY WALLS: Marketing is tossing ‘qualified’ leads over the wall to Sales. Sales is not picking up on those leads because they do not seem promising. Finance is breathing down the CMO’s neck questioning the purpose of all the lead generation activities and demanding ROI. The CEO is drinking from a fire hose with a desk that’s piled high with Big Data. All in all, everyone is functioning behind walls and in silos rather than in an environment where learning, resources and customer analytics flow freely between departments. This is a fairly typical scenario in large and medium-sized B2B companies. But it doesn’t have to be this way.

TOO MUCH CONTENT: Is there such a thing? Hard to believe since everyone is going nuts with social media and content marketing. The problem is, the buyer is experiencing too much noise. If your social media and content marketing activities are not grounded in buyer persona profiling, your time and resources are going to waste.

TOO MUCH RELIANCE ON EXTERNAL SOURCES: Marketing automation toys, fancy CRM software, trendy analytics tools and reports, paid social media channels, all of these are the flavour of the day. Unfortunately, a heavy reliance on these creates a situation where you now need ‘experts’ and ‘specialists’ to make sure you are getting results from your latest investments in B2B lead generation. You have to remember, though, that a specialist will pressure you to spend more time and money on activities within her or his field of specialization. That’s when the specialist can show your company some measurable results.

Lead Generation in Singapore: How Database Integration can Keep you in Profit

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Lead Generation in Singapore- How Database Integration can Keep you in Profit

Photo Credit: Tom Raftery

It’s a data-driven world out there and B2B enterprises need to drift with the times. In the face of unpredictable market forces, it is important now for these companies to harness new technologies that can provide wide-ranging benefits to their lead generation and appointment setting campaigns.

As a way to effectively reach out to multiple audience touch points, database integration is becoming an important strategic answer to business needs in vibrant economies like Singapore.

Despite negative outlooks this year, the country continues to receive international capital. In recent developments, Britain-based business intelligence firm B2B International has expanded its reach in the Lion City. The firm believes that South Asia continues to be an important opportunity base for similar companies to harness.

For now, B2B suppliers such like you need to use cost-efficient and time-saving ways in order to stay in profit and provide the necessary services to current and potential clients.

Integrating your marketing and sales functions in this case should be the first thing in mind since it entails benefits to B2B lead generation like:

1. Savings

Economic uncertainties entail the need to become more conservative in terms of spending. In this sense, businesses need to make better and highly profitable strategies. Linking your CRM with your sales drives accuracy and proper revenue attribution. This provides you insights into how much you are spending and how much you are gaining back. Accordingly, this enables you to create more revenue-friendly strategies.

2. Lead generation proficiency

Quality is usually a pressing issue among B2B service providers due to the particular problem of setting up an effective lead prospecting and lead scoring database. Manpower proficiency has been the common culprit, but the problem usually demands investment in an efficient system that accurately gauges audience interests and undertakes interaction-based scoring.

3. Effective and timely deliveries

You cannot afford to send the wrong messages to the right person. It entails a waste of time and money. On the other hand, you can use marketing automation software to segment your audience and send them content in line with their needs, thus keeping in line with the need to prioritize audience interests.

4. Accurate reporting

Integrated CRM and sales are essential in providing you with up to date information about the implementation and progress of your campaigns. Letting you focus on the right metrics and KPIs, integrated software systems is advantageous in identifying the best actions to take for better profitability and survival of your business.

 

Business Leadership Lessons for the Year of the Goat

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Business Leadership Lessons for the Year of the Goat

What image do we conjure of the goat? A meek, miserable animal that eats anything it steps on? Or, taking cues from the Chinese zodiac, a creature that represents mild-mannerisms, artistic boldness and charming personality?

As we celebrate the arrival of the Year of the Goat, we are just as eager to know what’s in store for those born associated with the zodiac animal. Feng Shui speculations point to good tidings in terms of love and health. For fortune, not everything is going to be peachy, even for executives of B2B companies.

Financial losses are going to mark the year unless business leaders are careful especially in managing their lead generation and appointment setting campaigns. On the other hand, people born with the zodiac sign can consider themselves lucky possessing the positive attributes of goats that make them a mainstay of Chinese lore.

Here are a few leadership lessons we can gain from one of the world’s most beloved farm animals (perhaps, second to pigs because bacon).

Be inquisitive

According to universally-accepted notions of the zodiac sign, goats are naturally inquisitive. This explains the numerous instances of when goats wander off to unfamiliar places, consuming anything that catches their eye over a nagging curiosity of what certain things taste like. In the same way, people born in the Year of the Goat often exhibit a yearning to escape their comfort zones, whether to try out that new convenience store down the road or use a different approach in lead nurturing.

Romance your prospects

Goats are also thought to be wildly romantic. We don’t know if this has any biological bearing, but it somehow tells us that goats are adept at courtship. It could be that they can wield language in such a way that they assume an almost mystical charm, similar to the way that top-performing marketers promote the use of authentic and diverse content forms to lure potential clients.

Apply art to everything

Goats also tend to be artful, which makes us ask, “Have we ever seen a goat paint a masterpiece before?” But we digress. Goats have almost always stood as animal representations of fearlessness and craftsmanship, being referenced in numerous works of art as well. With B2B marketing not far from being an art form, using one’s creativity is nothing short of essential in driving interests to one’s products.

Want to start the year right? Start with the right herd of professionals that specializes in lead generation and appointment setting and maybe the year wouldn’t turn out to be bad for business after all. Gong Xi Fa Cai!