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The Future Of Generating B2B Leads Online

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We must admit, generating more B2B leads online has become an exercise of necessity. With automation and interactive voice recognition (IVR) being the norm, it does make one wonder if telemarketing is still needed in the lead generation business. Pundits are saying that the internet, with its wealth of information, will make salespeople obsolete. Customers have information right at their fingertips, so they no longer need anyone peddling directly to them anymore.

That could not be further from the truth.

Based on the recent research done by the Acquity Group, more than 95% of business owners looking for new businesses online still prefer having someone on the phone to discuss business with. In other words, a salesperson is still required in the appointment setting process. These potential sales leads still require talking to an actual person, in order to assess the value of a business they wish to work with. This is an important development in the B2B lead generation business.

The explanation is simple, direct consumers only need to read user reviews or company pages before they buy anything, leaving the salesperson out of the loop. Corporate buyers, however, are in a different field. They spend a lot in just one purchase, so they have to think their options carefully. Naturally, they would require someone to walk them through the buying process.

This is an opportunity for you. Just be sure that you remove the aggressive selling part on your lead generation campaign, since this is a turn-off for these prospects.

Going Native In Online Lead Generation And Advertising

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Going Native In Online Lead Generation And Advertising

Advertising and marketing have evolved. There is no question about it. From the content of our message, to the medium we use, and even to the audience we wish to reach, marketing today is way different from marketing done in the past. It could be a challenge for our lead generation campaigns, especially online. In a medium that was supposed to help us, this is exactly where we have a hard time generating qualified B2B leads. It sure makes us wonder where we went wrong.

To tell you the truth, most of the problems we have in online marketing and appointment setting could be traced back to an advertising premise we all thought is true years ago: people online want to interact, want to have a conversation with marketers, and want to engage with brands. In theory, it sounds right, so we have banner ads and pop-ups developed to attract customers. The end result? Low returns on the initial investment. In case we do reach our quota of potential sales leads, it takes a long time for that to happen.

This is the reason why a lot of marketers are going native in marketing: returning to the roots of marketing, in all its traditional form. Be it in content creation, dissemination, or strategies, using traditional means to handle the online marketplace seem to be the best option at present. Native advertising calls for creation of relevant, updated, and entertaining content for the audience, shared at the right time to the right people. The medium of delivery also matters, with the intended audience the basis for what communication tool to employ. If it can bring in sales leads, even if it is telemarketing (a traditional form of marketing), then use it.

Marketing may have to go modern, but you have to admit that the old ways can still be the best.

Redefining Lead Generation With SEO Marketing

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Redefining Lead Generation with SEO

 

Having a hard time generating qualified sales leads? That is to be expected. With the world economy still feeling the after-effects of the financial meltdown in the United States and Europe (and there is no denying that everyone still feels it), finding prospects can be pretty difficult at this point. Still, that is no reason to just sulk around, mope about your fate, or perhaps do a dozen other unproductive things in your office. Rather, this should be an opportunity for new lead generation tactics. That is where interest in search engine optimization (SEO)  marketing take off. And believe me, there are a lot of interested people here.

 

This form of marketing works by improving the standing a website, or group of websites, in internet search pages. This is a rather subtle operation, and results will definitely take longer than telemarketing, but it does present some interesting possibilities. Think of SEO as a form of support in the general marketing campaign. You have to admit that generating B2B leads using old channels is hard. Right now, sales is slow. But your priority is to keep your business visible in the internet. As long as you are there, it would be easy to promote your business to potential buyers. So how will you start on this?

 

  1. Remember to research your market well. Analyze what keywords they are most likely to use and incorporate that in your over-all SEO marketing campaign.
  2. In SEO marketing, your aim is to provide information, not to sell. The selling part can be done later. What is important is that you engage the interest of prospects, prove that you are an industry authority, and that you and your company can be relied on in the future.
  3. Social networking sites like Facebook and Twitter are great mediums to engage prospects and customers in conversation. This will help increase your presence in the online community. Just keep in mind that your aim here is simply to have a conversation at this point.
  4. Try hosting a webinar or a video conference with interested prospects and attendees. This will help cement your reputation as an industry expert, as well as put an edge over your competitors. You will need the help of appointment setting specialists on this.
  5. Be active blogging and article contributions. In this way, you can promote your own business through other online channels. It would be a good boost to your reputation as well.

 

Once you have established your presence in the Internet, and search engine results appear to be favorable, then it is the time for you to engage in a more aggressive sales campaign. Seek your from your network interested prospects in the United Kingdom. Once they express willingness to talk business with you, now is the time for you to give them a telemarketing call. And it will be an easier job, since it will no longer be a cold call anymore.

 

Of course, if you have a hard time negotiating and doing business with prospects on the phone, it would be a good idea to work with a professional lead generation agency, then.