The Seven Deadly Sins Of Lead Generation

The Seven Deadly Sins Of Lead Generation

Starting your own business can be the most exciting chapter of your life. Finally, you can be your own boss, managing people under you, and exploring lead generation possibilities that can help improve your bottom line. It all seems rosy, right? But once you put things into practice, well, you might discover some things that can give you problems. Make a mistake, and all your efforts can unravel. That can affect your ability to generate sales leads. So what kind of errors can you commit in your B2B leads efforts?

For easy reference, we could classify them according to the seven cardinal sins, since these can reflect the kind of negative actions you might make:

  1. Greed – maximizing profits is good, but too much of a good thing is bad. Never take on business leads that may give you profits now, but can prove to be a headache to your business later on. Greed compels marketers to chase short-term rewards, without regards to what the future has in store.
  2. Gluttony – trying to collect all the sales leads that you want may result to a glut in your pipeline, slowing performance down, as well as failing to deliver promised services to your clients. Remember, there is a limit to how many accounts you can handle. Too many, and you will not be able to serve all.
  3. Lust – being the business owner presents a lot of temptations, like buying a few luxuries here and there. While rewarding yourself is fine, spending on extras can reduce the available funds that might be needed for your appointment setting campaign. This is very risky for business.
  4. Sloth – just because you are the business owner does not mean you can just sit back and relax. Truth to be told, this position is exactly where the most work is required. Besides, you have to take the lead for your employees to follow, right? You have to push yourself, even if it means joining your telemarketing team so as to reach your quota.
  5. Pride – ego is not that bad, especially if you want to create a strong image for your business. But if you let all go out of hand, you will fail to see the truth. Sometimes, you just have to swallow the bitter pill and admit that maybe, your current business set-up is not the best.
  6. Wrath – showing passion for your business is great, but it must not devolve into an emotional train wreck. People who get carried away by their passion tend to think irrationally, often going into destructive actions that, ultimately, destroy their business.
  7. Envy – comparing your business to others can be useful in setting benchmarks to reach, but if it begins to get into your nerves, then you are probably doing it the wrong way. People who let envy get the better of them often use their time and resources to sabotage their competition, neglecting their own potentials to grow and prosper.

So, which of these lead generation sins are you guilty of?

What The Multiply Saga Teach Us About Lead Generation


Times sure change quickly. In the past, is one of the biggest social media and e-commerce websites in the world. Now, it just announced that it is shutting down. So, what happened? How did such a promising online business end up closing down? After a series of tweaks and changes in its logo, platform, and promotions, where did the lead generation efforts go wrong? As a company concerned about reaching sales leads quotas, what can you learn about this?

First of all, we should look into Multiply’s change of platform. Before, it focused on social networking and trade. Now, Multiply wanted to recoup operational losses by focusing on e-commerce. But here is the thing: in their bid to improve their operations, they ended up messing with the merchant’s records, payments, and products, leaving no one happy about it.

Also, the initial promotion of no transaction fees (offered way back in 2011) did not sit well with their investors. Considering the amount of money they burned, not to mention the fact that competing websites with minimal start-up cost are gaining popularity, only added to their woes.

Lastly, there is the lack of a clear execution. It seems that the current CEO had problems on packaging and presenting Multiply, making it difficult to market to potential B2B leads who could have been additional investors. It was a shame, since a properly organized appointment setting campaign could have helped.

Business players come and go. No matter what marketing medium is used, be it online sales, telemarketing, email marketing, or social media, properly adapting to change is necessary. This is for the good of your own business.

Lead Generation Tips From Neil Gaiman


What do American author Neil Gaiman and lead generation have in common? It has to do with the secrets to successfully generating B2B leads. Yes, finding, nurturing, and converting sales leads can be really hard to do. But, if you have a good foundation for your business, then you will be able to succeed. This is something that Neil Gaiman said in his speech. According to him, to be excellent in business, there are three things you need to posses:

  1. Be efficient – deliver your products or service on time. Be sure that you do what you promise during your appointment setting campaign, and that you do not let your customers down.
  2. Be effective – it is not enough that you deliver on time. You should also be able to deliver excellently. A lot of dissatisfaction stems from poor quality or delivery that brings down customer satisfaction.
  3. Be congenial – when you are a pleasure to work with, your clients and customers would be more receptive in working with you. This is an added investment that can support your business long-term.

Gaiman also mentioned that being able to fulfill at least two of the three conditions will help you along your work. But if you really want to be the best in your business, if you want your telemarketing team to be more effective, then all three conditions will have to be met. But it is not that hard to do, right? These are just the basics for a successful and profitable lead generation campaign.


Thinking Strategically In Lead Generation


Handling a small scale business can be a challenge for entrepreneurs like you. It will not be surprising if you juggle between manager, accountant, promoter, travel agent, and auditor all at the same time. It does make you wonder if you still need to add strategist for lead generation. But that is the one thing you should never do without. Companies that lack a strategic approach in management weaken their ability to generate B2B leads. This, in turn, makes it harder for them to find additional sales leads that could keep their business afloat. So, how does one think strategically?

  1. Do not assume that the current thinking is correct – there is such a thing as market evolution. Yes, your appointment setting process may work, but it may not be effective today. You might have to reexamine your current strategy.
  2. Be ready to explore – even if you reach a dead end, you must be ready to explore all avenues in business. If it means adopting a different communication medium (like telemarketing) or tap a different market, you should do so.
  3. Have a little confidence – strategic thinking requires that you look into the unknown. You will not reach anything if your insecurity prevents you from taking the first step.
  4. You are always faced with choices – you always have to make a choice in actions. Strategic thinking is never a straight path. You have to constantly make the right decisions.

All these play a key role in strategic planning for your lead generation campaign.

Why Does Social Media Suck In Lead Generation?


Tragedies are terrible things. Hurricane Sandy, Boston Marathon Bombing, Sandy Hook Massacre, are horrific events. Twitter, Facebook, and other social media sites are abuzz with these discussions. While the topics covered are mostly related to the event, there are a few (shall we say ‘idiotic’?) marketers who used the tragedy for their lead generation campaign. Just like what American ApparelEntenmanns’s, and probably KitchenAid, learned the hard way, social media can be a very bad place to generate sales leads.

To start with, why do companies (and their marketers) spend so much time and money on social media marketing? The most obvious answer would be the huge size of the audience. Just imagine the millions of people who could see a single tweet, post, or comment on these social pages, and any marketing guru would be salivating. But, as Bob Hoffman said in his blog, social media rarely brings home the bacon. To be exact, it causes sales to plummet. So, why the disconnect?

Here is the secret: social media was never meant to be a selling platform.

It was only supposed to engage people in a discussion. Sure, companies can use social media to tap into their customer base, communicate with them, learn what the latest trends are, as well as glean information that can help in planning. But for active conversion of B2B leads into business deals, other marketing tools are necessary, like telemarketing. Using social media as the main appointment setting tool is only an invitation for disaster.

You might as well invest on better lead generation tools.

How To React In Social Media (Without Jeopardizing Lead Generation)


How does a company react on an external crisis through social media? That is a question that leaves a lot to be desired. Remember the Twitter fiasco during Hurricane Sandy? How about the Epicurious Twitter gaffe after the Boston Marathon Bombing? Knowing where to tread the thin line can be a challenge in lead generation. Tragedies may be huge topics for discussions, but to anchor your promotions on that can be a serious false step in generating sales leads. So, where should you place yourself then?

To put it simply, you need to be human again. As what Scott Goodson, founder of Strawberry Frog, said, “Ten years ago, brands just sold stuff… Now they’re like your friend.” No matter what marketing medium you use, be it social media, email, print advertising, and even telemarketing, going down to the personal level, appealing to the human side of things, connects you stronger with your market.

So when a tragedy or a disaster strikes, you should also react in the same way a simple human being does: empathize. Share the pain. Not like you have to go to the extent of a social media black-out, but sharing an understanding message will do the job. To start with, social media is all about the conversation, not the appointment setting. You do not generate a lot B2B leads from this medium, anyway.

That is pretty much it – putting the human touch back to social media again. Anything that smells of blatant selling will only kick your business back to the lead generation drawing board.

What To Do When Speed And Quality Collide In Lead Generation?


This is an issue that has faced a lot of entrepreneurs, from the past until the very present. In the course of doing your business, there will be times when the pressure as many sales leads as you can in a short time period will compare us to cut corners. While this can solve one’s short-term goal, it can create a myriad of other headaches, like lost sales or poor quality of B2B leads. But this is also an issue that can be easily solved. Just like what Drew Greenblatt says in his article, quality should trump everything else.

Sure, meeting the deadline is great, but people tend to have long memories. This is especially an acute ability when they are displeased with something. That can happen to you if you send in a product or service that. While it is within your time frame, the negative reaction of unhappy prospects can destroy our reputation in the market. Now that is a much more serious concern, one that can derail your future appointment setting plans.

In case the unlikely happens (you realize you will miss the deadline), it is best to tell your prospects and clients immediately about it. Do not wait for the day before the event to inform them about it. As soon as you know a delay occurred, it is also the time for your telemarketing representative to inform your prospects about it.

Just remember that quality will always be first. Do that right, and everything else will fall in their proper places.


Lessons from The Godfather: Outbound Telemarketing and Lead Generation

Lessons from The Godfather  Outbound Telemarketing and Lead Generation

It revived Marlon Brando’s career, and it launched Al Pacino into stardom. The Godfather has been on top of many lists of greatest films of all time since its release during the early 70’s, and on countless occasions it has been quoted, parodied, and referenced to, cementing its impact on pop culture as a true classic, an almost “perfect” film.

It teaches many valuable lessons in business, family, and life in general, and yes, even in ways unimaginable, it also reflects insights on Outbound Telemarketing and Lead Generation, both essential aspects of survival in the ferocious world of commerce and the growing industrial revolution.

So what does Don Vito and the rest of the Corleone family teach us about Outbound Telemarketing and Lead Generation?

Lesson #1: It’s nothing personal – it’s strictly business.

In the Mafia world, all efforts, even acts of violence and murder, are justified by one’s desire to protect a business or livelihood, and they are not considered personal attacks but merely a business initiative.Similarly, professional telemarketers should also learn to draw the line between his or her duty and whatever personal biases he or she may have as an individual. When conducting Business-to-Business(B2B) Lead Generation and Appointment Setting, the telemarketer simply represents a certain company, and must not go beyond the business’s established values and goals just for personal gain or prejudice.

Lesson #2: Keep your friends close, and your enemies closer.

As the Don or the head of a prolific Italian-American family in New York, tough competition is to be expected, not only in business but also in power and influence. That is why Don Vito Corleone spends a great deal of money and effort to make sure he knows the whole lot about anyone or anything that can affect his empire. He has a dedicated group of people whose sole task is to keep him informed on what’s going on out there – who’s in charge, what they want, what they do, and how they do it. On a smaller but comparable scale, a good Lead Generation services provider should also have qualified people,tools and resources to keep the pipeline data sufficient and updated. Likewise, they must also be kept posted on what other providers use as methods to gather relevant information about the target market.

Lesson #3: Make them an offer they cannot refuse.

When making business deals, Don Vito sees to it that both sides have something to gain. He offers financial support, protection and security to a businessman in exchange for sheer friendship and loyalty- things he values the most. Every day, professional telemarketers also talk to CEO’s and Managers proposing potential business partnerships. Using their skill, knowledge and charisma, they must nurture the relationship with trust to establish a strong business “friendship”. They must also be flexible to the needs of the prospect in order to work out a deal where both sides can profit and everybody is happy. The point is to make them an offer they cannot refuse – without resorting to Mafia-like crime and violence, of course.

Four Lead Generation Lessons from The Beatles

They sold millions of records, they attracted billions of fans from all generations, without a doubt The Beatles is the most successful and most influential band that has ever walked the Earth. If you could analyze and reevaluate the reason why they are such a successful band, you can adopt it, and apply it on providing lead generation services; it will guarantee a huge accomplishment for your business.

First lesson and probably the most important thing that has mold The Beatles’ sound is their creativity. If you could capture your leads just like their songs could capture their listener’s ears, your campaign will be more persuasive. Make sure your lead generation services has something unique to it. People get tired of the same marketing techniques over and over again. But if you add creativity in your lead generation activity you would not have a hard time engaging your leads, in fact you won’t really have to convince your leads, sing them a good song and they’ll voluntarily listen.

Content and the structure of that content play a huge role in producing a good campaign. Just like how a Beatles song is composed of great lyrics, your campaign needs to have a sense to it. Outline what you can offer to your leads and rank them in ways that whichever offer they chose will end up not only to their benefits but also to your advantage. An example of a great lead generation activity is inbound calls. In this case you have the liberty to talk to possible leads and present information they want and information that you need.

However, no matter how tempting your offer is if the delivery is not enticing, a lead generation campaign may bound to fail. If you listen to a Beatles song, the lyrics are simple and direct to the point, very easy to understand and relate to, however if you listen to its melody, it has something special to it. It’s the kind that your ears would follow and not want to miss a single note. A song’s melody is how you present your content. And right delivery of the right contents requires skill. For example, in using inbound calls and telemarketing, you should make sure that they sound convincing. An offer is only good when it is offered in a good way.

Business lead generation is a lot like playing music; you need to build an audience, you need to keep that audience and you need to provide what your audience need.  It is at most points a win-win situation for both businesses. Just like music, there must be a mutual connection, just like what the band has to their listeners.

The Most Credible Phrase In Lead Generation: I Don’t Know


Yes, a lot of telemarketing representatives and sales managers will cringe at the thought of saying those words, and for a good reason. They are trained and focused on being the experts in a particular business, where their words will convince their potential sales leads that they can be trusted. Saying, or admitting, that they do not know the answer to a question is a bad sign, one that can ruin the success of a lead generation campaign. But that is not always the case.

The first thing that you have to remember is that no one is perfect. No matter how much you study or prepare yourself before an appointment setting call, there will always be a case where you may not be able to answer a question. It may sound counter-intuitive to admit that you do not know the answer, but actually, it can work the other way around.

A lot of business prospects are tired of hearing marketers and sellers claiming that they have all the answers to their current business woes. So it can be a refreshing change to hear someone admit that they do not know something, perhaps along the lines of how a prospect’s business operates. This creates an opening for you to know more about the prospect. Ask them how they go about their business, learn from their demonstration, check all the facts, and look deeper into their problems. Only then will you be able to come up with a winning solution.

That is the winning strategy in gaining more B2B leads for your business.

Richard Branson on How To Effectively Generate B2B Leads


Whenever we find a potentially good business idea, or perhaps a strategy that could help improve our lead generation process, there will always be some people who will discourage us about it. The question here is this: will we let them do it?

This is where the words of Sir Richard Branson, owner of the Virgin Group, make some sense: “Screw it. Just do it.” No phrase emphasizes the importance of just going ahead with your plans or goals as what he said. Truly, this is an inspiring piece for many telemarketing representatives who are looking for better b2b sales leads.

Often, a lot of enterprising businesses fail to generate B2B leads using new marketing tactics due to discouragement from many quarters. Sure, naysayers and critics may have a point in what they say, but that should never be your reason why you should stop your plans. Rather, this is your chance to prove them wrong, to show them that you really are in the right track.

Besides, even if you are wrong, starting from scratch meant you really have nothing much to lose. You can always do better next time. Now, if you succeed on your new appointment setting strategies, then it is your big win. It is all about willingness to take risks, as well as ingenuity in making your venture successful. Richard Branson did it. Look at where he is now.

That is all there is to it, apart from outsourcing your work to professional lead generation services. That would be a different story.


3 Branding Mistakes In Lead Generation

3 Branding Mistakes In Lead Generation

Branding practically means everything in business. This is the face and soul of your company. Your brand will also influence your effectiveness in lead generation campaigns. It is the first thing that prospective B2B leads will hear from you, and it has to be one that will stick to their minds the most. Of course, in the quest for creating memorable brands, many entrepreneurs often make the mistake of producing catchy names. Later, these turn out to be huge headaches, reducing their ability to effectively generate sales leads from the market. You should not make the same mistake. So, how should you go about it?

  1. Research – you might have come up with a catchy brand, but you may not be the first one. To avoid legal, and costly, arguments with rights owners, you should research the existence of the name.Check the internet or the patent office; see if your brand name is there already.
  2. Applicability – some entrepreneurs create brands that work well in only a small area. If you have plans of expanding, or using broad marketing mediums like telemarketing, it is best that you create a brand that anyone will understand or remember better.
  3. Relatedness – this part may be a bit tricky, but the rule of thumb here is to use a brand that is related to your business. If you insist on doing different, then fine, go ahead, you got nothing to lose. But you have to make sure you can connect your brand to your business properly come appointment setting time.

Simple enough, right? But these are sure to help you avoid lead generation troubles associated with branding.