Latest talks of opening diplomatic relations between Cuba and the United States could create new opportunities for certain industries. When you think about it though, B2B marketers don’t necessarily have to create world peace just to see how building bridges can also grant them their own opportunities.
If your answer is yes, please don’t blame your lead generator for problems like low revenue or poor sales. They’re not responsible for the failure of your organization.
Why is that? Aren’t sales leads the only way you’re ever going to create sales opportunities? Isn’t the quality of your leads important to the success of sales?
Yes, they’re important and yes, they’re a key component.
The problem is that they’re not just the only component!
Outsourcing is often touted as not just cost efficient but also a convenient means to increase the reach of your lead generation strategies. All without the heavy expenses of hiring your own marketing teams all the time.
Though no matter how you expand, is lead generation the only process that needs to grow? You could get a campaign that reaches out to hundreds of prospects. But when those prospects show up, how prepared are you to qualify them and arrange meetings with sales? What if you’re only as few as five people on a sales team?
Sometimes a company’s greatest strength is brought out only after certain conditions are met. Sometimes these conditions can have steep costs (e.g. long integration time, expensive consulting etc) and other times, they can really be taxing (e.g. thriving under pressure, tight budgets etc). How can your B2B marketing strategy pitch these conditions without causing more than a few prospects to step back?
Willpower. It carries a lot of weight in the business world. From describing an executive’s conviction to the dedication of an employee, they all draw from the concept invoked by this single power word.
And like it or not, B2B marketing and sales constantly have to grapple with the willpower of potential clients in order to survive every quarter. Don’t take it as something personal or ethical. It’s just the nature of the beast.
You could even say it’s a very noble purpose. If people didn’t have their willpower tested, how will you know if it’s strong? Can an executive truly call himself convicted if his decisions weren’t regularly tested by his gut?
Therefore, don’t be ashamed to be the one doing the testing. Regardless of circumstance, even your own marketers have a lot of things they can take away:
- It makes you immune to pretense – Prodding around for a subtle, psychological trigger doesn’t necessarily mean you’re emotionally manipulative (or at least to that degree). Alternatively, it can mean you’re good at guessing what people really want versus what they’re saying. Some people wear their desires on their sleeve but not all. Those who don’t are just as manipulative, using lies and facades to tell you that they don’t need your product. These pretenses are a poor substitute for willpower. But more than that, it’s a lesson worth teaching anyone (even your potential clients).
- It tests your prospect’s willingness to commit –You also have the other half of the sales-marketing dynamic: lead quality. Lead quality is directly correlated with a prospect’s actions in your sales funnel. Just simply clicking and signing up on a landing page doesn’t always mean a lead is good. A prospect needs to have the right amount of willpower to stick to their buying decision too. And if the psychological tugs are what’s driving their decision, they could risk turning into disillusioned customers that only deliver shor-term value.
- It requires you to see through your own tricks – From social media to search engine, prospects today have more access to information and are more likely to guard themselves against any marketing ‘tricks.’ Some call it the invasion of the introverts. Others say it was bound to happen anyways. But in any case, you need to start seeing through your own tricks so you’ll know how you’re going to keep them in the pipeline.
Willpower is not necessarily synonymous with irrational determination. It’s actually a mix of both. When a prospect is firm about their need (or lack of it), they’re logically more inclined to justify it. And if you don’t know how to test their defenses, you’ll both have difficulty trying to convince then and determining if they’ll really be good customers.
How often do you read about the importance of targeting in lead generation campaigns? Always right? Now, compare that to how many times you’ve been told to know who you are.
If you’re scratching your head right now, you should know that no lead generation strategy is going to work if your organization’s suffering from an identity crisis.
One particular marketing pitch you’ll run into on occasion usually starts with claiming a “shocking truth” on a particular subject. Whether it’s dieting or tax management, it’s like good marketing’s become synonymous with exposing the ‘ugly truth’ about something. Are B2B appointment setters the same?
As Halloween is priming the consumer market, retailers themselves are realizing how much of the target market is actually expanding beyond the kiddies and the candy bags. If these retailers are your target market, it’s only natural for you to experience this kind of revelation right alongside them. Never underestimate how consumer sentiment eventually ripples out to impact B2B sales leads.
This points to a much larger reality that businesses are bound to face (especially as their startup days grow further and further away). When target markets change, it’s inevitable ripple effect on everyone in the supply chain.
In business, few rules can truly stand the test of time. Ironically, one such rule is that you should always brace for change. This change can take you to unexpected places and sometimes cause you to uncomfortable decisions like changing the very core identity of your business.
When the time comes to change the party line, are your B2B marketers prepared?
It’s no secret that distractions can still be a problem for B2B telemarketers.
However, underneath are plenty of psychological factors that easily complicate the issue. To make sure they don’t, here are two categories for them: Internal and External.