Can Future Lead Generation Help Pass On Your Brand Legacy?


Father’s Day is a tradition. And like the day itself, many Dads aspire to pass something on to their children. That includes their own business.

Speaking of which though, how can the idea of passing something down impact your B2B lead generation strategy? This usually implies an image of longevity, meaning yours is a company that’s been around since the time of its founder. How did other old brands maintain themselves as their figurative torch passed down generation after generation?

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B2B Marketers and Father’s Day Gifts


Father’s Day doesn’t just celebrate biological ones. They include all father figures whether they’re uncles, grandfathers, teachers, and of course, bosses.

They’re the authority who wears the pants in the family, sets down the drafts of the rules, and traditionally commands the most respect. It can be assumed that plenty of males in senior management position are already fathers so don’t be surprised if they literally get their skills from the home front.

And with Father’s Day, expect gifts to be going around. But while everyone’s getting them golf clubs, evenings out, and gift certificates, how can B2B marketers reward the fatherly men in their prospect lists?

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D-Day – How B2B Marketers Celebrate 70 Years of its Classic Wartime Strategies


June 6 marks the day Allied soldiers descended on the beaches of Normandy on what is popularly known today as D-Day: the operation that turned the tides of the Second World War and ended the great conflict. As preparations are being made to commemorate the 70th anniversary of the landings, B2B marketers can do their part by learning the tactics which brought about D-Day’s success.

Back then, the main objective of the Allied powers was not the capture of all the landing points but rather to land in a small area, establish a beachhead, and expand from that point. For marketers, it’s basic entry strategy. You don’t just go for the entire market. You start at a particular niche, your beachhead, and start expanding your company’s own army of sales, employees, and assorted marketers.

Infantry and Mechanized Landings – Gaining Trust

In most cases, it’s easier to get a minor commitment first instead of starting with a major commitment because you can just simply work your way from the former to the latter. How do you do this in marketing? You simply establish rapport and use lead nurturing to establish trust over time. You don’t pitch your entire solution but gradually engage with them long enough to fill them in on it.

Naval Artillery Support – Demand Generation

To support the element of surprise on the German defense line, thousands of Allied naval ships helped the incoming infantry with artillery bombardments along the shores and further inland to eliminate or suppress enemy artillery and personnel.

In a way, those destroyers are akin to demand generation activities. You don’t want the competition sealing you out by consuming their territorial share of prospect attention.

Examples of this approach can include websites full of regular blog posts or sending newsletters in exchange for contact information. This will keep prospect attention on your business and support additional engagement efforts.

The Secured Beachhead – Sustainability

Despite victory at the beachhead, the Allies failed to achieve other objectives on the actual date of the landings. Hesitant decisions from supporting air and artillery support compromised the elements of surprise and helped the Nazi strongholds prepare for a better defense line.

But still, it was thanks to maintaining that little shore that the infantry managed to spread control. B2B marketers should maintain their own line if they hope to expand into deeper market territory. That includes having sustainability and reduced overhead.

Airborne Landings and Support – Inside Influence

It was the largest naval invasion in history so air support was also a critical factor against the German occupied defense line. Airborne troops paradropped behind enemy lines so that their offense ensured the attacks were now from all sides. In a sense, this is simply a quicker version of planting spies prior to wartime.

Marketers apply both forms when they gain influence from within the industry. Think of ways to drop in on critical industry influencer and win them over from inside the market. This also works with individual prospect companies. Find an insider who can vouch for your company from inside their organization and open their doors to you.

Finally, know that this land-and-expand strategy works best when you’re too preoccupied with always generating new customers. As always, B2B marketers and sales reps should follow the 80/20 rule. If it was good enough for the D-Day veterans, it should be good enough for you!


Reviving Old B2B Leads Be Like Reviving Godzilla


Good salespeople can be like a double-edged sword. They have an eye for opportunities with the best probability but are too quick to ignore anything less. Low probability prospects still carry value but that’s not enough for those whose minds are set on making the quota.

That’s why you decide to just bury these B2B leads for now in the hopes of digging them up for a long term lead generation strategy. This however also carries some other risks. It can be like waking Godzilla because there’s now an even bigger threat to the entire planet and not even nukes just cut it anymore.

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Using B2B Lead Generation to Avoid Work while On Vacation


Summer usually means people heading out to the next tropical getaway. But increasingly, people are still finding themselves at work even on vacation. Throw in addictive internet technology, endless streams of notifications, emails, and calls. Is this what you’d call unplugged? Unplugging from your lead generation campaign doesn’t automatically mean the end of it if you’re prepared to put in safety measures and resist all forms of temptation to keep checking on in the office.

Sure you have the occasional emergency. But how can you call it occasional when you’re expecting it more than half the time?

  • Give advance notice, including to outsourced companies – If you’re working in any sales position, let your marketers know in advance that you won’t be making any appointments for an extended period of time. If you’ve outsourced your lead generation and marketing processes, it might even be better to let them know weeks before you take off. On a side note, get them to set some appointments for you in advance as well so that you’ll have some work when you get back.
  • Get your current workload done – By the time you get back, you obviously wouldn’t want any unfinished work piling up on any new tasks or engagements. Therefore, finish as much as you can. You can stop your lead generators from setting appointments after a certain date but why cancel the ones they’ve already qualified?
  • Have only one emergency contact – You’ll need someone to stand guard over your emergency to number. Why? Well obviously to make sure it’s only used for emergencies. If you expect such emergencies to happen more often than not, then something is seriously wrong with your contingency plan.
  • Leave a decent message behind Create a sort of response template that your marketers and appointment setters can use to explain your absence. Your prospects already do the same with their gatekeepers so why should you be any different? On the other hand, make it more polite and have it express your eagerness to do business once you get back.
  • Disable all other channels – If you really want to a bit extreme, eliminate all other means of contacting you from work. Make it so that the emergency contact is your only means of communication.

You’d want to make the most of your vacation so it’s only natural that you’d go and try to remove all sorts of work-related temptations. But perhaps the real thing you need to resist is the tendency to worry about the worst while you’re away. Create your contingency plans without it so that you won’t have it taking the place of your vacation ones.


B2B Lead Generation 101 – Handling Information Overload


The printing press of old first made it possible to distribute information to large amounts of people in a shorter period of time. Today that technology holds nothing to the floods of e-mails, reports and other digital messages. Unfortunately, the biology of the human brain still hasn’t evolved to catch up with it. Given that B2B lead generation campaigns use varying forms of information technology, managing it can be a cure for both yourself and prospects.

Information overload is a problem that’s probably most unique to 21st century life. Those who handle it well tend to thrive in an era where the internet is a dominant force in business. Those who don’t suffer problems like paralyzed decision making that snowballs on already poor decisions.

But while many thought leaders have presented their own different cures, they do share common strategies for reducing the load:

  • Focus on information that provides actual value to business (whether it’s yours or a prospect’s). Set aside information that’s simply nice to know (or worse, not nice at all).
  • Let quality determine quantity. If you can drive the most essential points with just a few words in an email then don’t strain yourself to put in more.
  • Ask better questions. Don’t elaborate your problems when it’s much easier to ask what lies at the heart of them first.
  • Single focus. Multi-tasking isn’t a skill for everyone (especially those prone to losing focus). For the most part, practice focusing on one subject at a time.
  • Organize and control the information flowing. Separate work-related channels from casual conversations. Simply trying to stay on topic can be enough to save a good deal of time.

Some people rather skim a lot rather than read. It’s only more proof that the average human brain can handle so much information (especially information that’s already been processed ad nauseum).

Then again, there’s really no turning back. Everyone from the top of the C-suite to the cubicle accountant has grown dependent on the volume and the speed to solve their problems. That’s why today’s lead generation services grow more and more with each new innovation in IT. However, the best cure for information overload still comes in the form of skills, not just more tools.


Defining the Content in Content Marketing


Whether you know it or not, your business is already using content marketing as part of the overall marketing strategy. It’s arguably the most critical piece of any inbound marketing strategy.

But how exactly do you define it? Is it blogging? Is it PR? Will this even include the content of your telemarketing scripts or email templates?

Let’s start with a general definition. Content marketing is really about providing valuable information or creative content to current and potential customers for the purpose of:

  • Building trust
  • Brand awareness
  • Positive sentiment

A successful content marketing campaign presents you as one trusted expert in your field. In turn, this makes it easier to maintain a long-term business relationship by holding your focus on it instead of just winning your daily sales quota.

Strategies in this type of marketing analyze the different ways content is found across the buyer’s journey, the customer lifecycle, and other different customer experiences and touchpoints. It also looks for means of integrating it with other (bigger) marketing strategies.

But despite the many ones you’re likely to find, they have the three objectives in common. That way, no no matter how many different forms that marketing content takes, you can keep it consistent.

  • Knowing your Buyer’s Preferences – Buyer personas have an impact on content marketing just as any other. In fact, content marketing only makes them more dynamic. You will always want to know what kind of buyer would buy what kind of product. This leads to understanding the different kinds of people who prefer different kinds of content (and in different kinds of channels).
  • Using Goals to Define ‘Better Content’ – Are you trying to build traffic? Improve conversion? Many people don’t know just how much of their marketing is using the content you create. That’s why you should try aligning their goals along with yours.
  • Adapt to Industry Changes – When an industry changes, so do the buyers it caters too. Look at how B2B marketing itself has changed because of the new trends in content marketing. Thanks to birth of search engines and social media, they have again redefined content’s role. It’s the same when you learn of other changes in your industry and need to inform the target market about these changes.

You may not even need to immerse yourself completely to understand content’s vital role. You just need to recognize what that role is. Don’t worry about giving a bigger slice of your budget for an exclusive content marketing campaign. Content itself can just ties with your other marketing goals without too much of a demand on your investment.


B2B Telemarketing Tips – Getting Easter Eggs Along Dangerous Routes


In most video games, you may have heard of a term called event flags, the activation of certain events as you progress that also doubles as important points in a game’s plot or story. Example, when you bump into a girl on the street but it turns out they’re actually the princess/love interest/new party member etc. That point when you decide to talk is considered a flag.

Similar cases happen in real life and right within the process of B2B telemarketing. You hear stories of marketers struggling with a prospect but days later finally began communicating after another customer referred them. That’s a typical success story but one that certainly follows the event flag routine.

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How B2B Marketing Can Celebrate Customer Anniversaries


Anniversaries symbolize the birth of something important and had lasted the ups and downs of its life. Even for a business, that’s something you have to acknowledge (if not celebrate). This applies to not just your own company’s anniversary but the anniversary of your own B2B clients!

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Take-Home Marketing Content – Good or Bad?


Plenty of workaholics bring along their jobs back home. It’s not exactly a habit that’s going away any time soon. Besides, for marketers at least, it’s definitely a fun way to advertise what you do and getting them to relate.

But while it can potentially improve a company’s overall progress, there’s a reason why psychiatrists and researchers advise against it.

This can be a problem when even your marketing strategies depend on other professionals downloading your material way beyond office hours. Can you justify this without necessarily adding to the workaholic side effects?

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