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.
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.
Telemarketing really has come a long way hasn’t it? To think it all started with telephonists and switchboard operators during the late 19th century. But don’t let that fool you. Just as technology transformed other marketing methods, today’s telemarketing has changed as well.
Back then, salespeople solicited prospects to buy their products and services through either planned or recorded telephone calls. With the different types of media today, along with internet and computer technology, this is no longer the case (especially with the pace that today’s markets shifts).
Although, the premise hasn’t changed: you’re still promoting something to strangers in a targeted market to gain possible sales leads. But today, new methods include the use of e-mails, social networks, apps and other tools that are trending in 21st century tech. Telemarketing has only survived as a method because of the support they’ve given (and vice-versa).
Obviously this is because it’s still regarded now as an annoyance. Its associations with scams and frauds are stronger now compared to the old days when receiving solicitors on the company phone was still a norm. What is now known as B2B telemarketing today is simply the result of fixing the mistakes of the past and diversifying its role in other marketing processes like:
Appointment Setting – This is regarded as both an intelligent use of telemarketers and a cost-effective way to generate new business. B2B organizations place a great deal of emphasis (as well as budget allocation) on appointment setting. There still isn’t any better way to close a sale than a chance to sit down with a prospect in a one-on-one meeting.
Seminar Booking – Seminars do deliver results both for individuals and organizations. But no matter how good, it’s no good as long as attendees aren’t being booked. Using a telemarketing team to book your seminars means getting the good news out to people that could greatly benefit from attending.
Following Up – Live calls have proven to be very powerful when making the most from direct mail or email marketing. That’s why they’re made to follow up after literature or sales enquiries, chase up interested parties, and converted those who may have otherwise remained undecided as they’re just stuck with a brochure.
Market Research – One of the time-tested uses of telemarketing is market research (often used for product review and customer feedback). However, these days it can be used to cover a full range of both quantity and quality data collection. Using the latest integrated technology, telemarketing interviewers can handle everything from small executive level surveying to nationwide customer feedback.
Database Cleansing – The information in your database quickly gets out of date. Today’s telemarketers to work through that data each day to correct, delete or amend the details of your prospects or existing customers. Keeping your data is up to date and accurate increases the success rate of your sales reps. Make your existing data work for you by purging useless existing data.
Lead Generation – Generating leads means increased sales revenue and reduction to the amount it costs to close them. When you use telemarketers to generate your leads, you free up your sales teams to do what they are good at.
Reselling – Telemarketing provides another successful route to improving sales by selling directly to those that are already using your products or services. Existing customers are much more easily converted because you don’t need to convince them of your expertise, reputation or benefits.
Like Christmas and Thanksgiving, Valentine’s Day is a special occasion for meeting someone special. Perhaps the only real difference is the number of people. Think Romeo and Juliet, the Cowherd and the Weaver, or even Calypso and Davey Jones.
Even if not an official holiday, it’s certainly treated as the one day where couples forget what keeps them apart. Such a special occasion certainly merits plenty of planning.
But now that the day is over, don’t you think those planning skills can still have use beyond the holiday? B2B marketers and sales reps could certainly use them to avoid the consequences of missing vital appointments.
In the Chinese zodiac, the year 2014 is the year of the Wooden Horse. Feng shui experts say that this is a lucky year for prosperity in business, love and family. But on that note, counting on all that luck tends to be a typical feature in Chinese culture. Why not put a different spin for your marketing strategy and get your sales horse up and kicking?
While everyone wants time off during the holidays, it’s still the busiest time of the year for all marketers. Who do you think’s behind all those brochures and pamphlets with the little discounts on them? And with a small dash of creativity, this type of marketing is also possible online.
Although, retailers alone aren’t entitled to playing the Christmas tune. Every business owner should come up with seasonal promotions to promote their business, no matter what product or service they sell. Having a seasonal plan in your B2B marketing strategy can still improve sales during an otherwise slow time of the year.
You’ve probably seen the cliché a couple times. A certain group of celebs or major players receive a mysterious invitation to participate in an event. Normally, this would be a set up for some horror or mystery book but in real life, this little trope can useful in event marketing.
Harry Potter’s Diagon Alley has one very important lesson to teach us about SEO: it pays to keep your site visible only to members of your target audience as much as possible. Yes, this approach can significantly reduce the number of visitors your site receives but, if done right, targeted search can vastly improve your site’s potential as a marketing and sales tool. Here’s why and how.