The 4 Main Lead Generation Goals: What Has Changed & How to Reach Them

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The 4 Main Lead Generation Goals: What Has Changed & How to Reach Them

We all know that the B2B buying process is changing. It’s becoming increasingly nonlinear, with more decision-makers and touch points involved along the way. Prospects are now engaging marketers much later in the buying cycle, well after thoroughly researching and narrowing their options. That’s why, in today’s buyer-led purchase process, most marketing activities are extending into functions and roles traditionally not within their scope.

Lead generation is one such marketing area where we’re seeing some significant shifts in how it’s being used. Decades ago, lead generation meant collecting potential buyers’ names and contact details to be passed on to sales. Today, lead generation is part of a robust process of building trust and capturing interest. With this new focus, lead generation now plays a number of new roles in the marketing process, which include:


#1. Generating revenue


Contributing to sales is still the main goal that lead generation tries to achieve, but there’s a stark difference between the way that marketers use lead generation for revenue production today than in the past. It’s no longer enough to just call or email as many prospects as humanly possible in order to qualify leads to eliminate those that are not qualified or book appointments for sales teams. There’s now a strong focus on the quality of leads among a majority of B2B marketers.

Lead generation today makes use of insights and intelligence to engage prospects through targeted conversations rather than through cold calls. It’s about doing personalized outreach to build and nurture relationships with prospects before transferring them as opportunities to sales.

Let these guides help you in generating more revenue:


#2. Driving awareness and interest


In the past, it was brand awareness versus lead generation. There was always an epic battle between these two activities for priority on the marketing budget or the marketing to-do list. Marketers had to choose one over the other. Marketers simply couldn’t have their cake and eat it, too.

But today, marketers also use lead generation tactics to boost the results of brand awareness initiatives. Insights from inbound lead generation campaigns help marketers craft more compelling and relevant content for raising awareness. Outbound lead generation programs meanwhile provide a direct and targeted way for you to create and leave an impression on your desired audience. Here’s  how to make a good impression on the initial call with a senior executive.

Let these guides help you in boosting your branding presence:


#3. Gathering feedback and intelligence


The tools and techniques used in lead generation also work well for gathering feedback and doing market research. Telemarketing, for example, has proven to be an effective channel for carrying out market research, either as part of an ongoing campaign or as a standalone project altogether. Marketers often depend on this outbound lead generation tool for quickly gauging product reviews and customer feedback on a large scale.

Related: 6 Ways a SMART Telemarketing Platform Doubles Sales Productivity

Inbound lead generation channels such as websites and social media also serve as sources of feedback and insights. While conversion rate numbers for lead generation websites are hard to come by, there’s evidence that shows this type of website converts some 13% to 28% of traffic. That’s why marketers leverage websites to gather feedback through live chat or click-to-call numbers.


#4. Providing customer service


Somewhat in line with the above point, lead generation can and should be used to improve how a company provides customer service and support. Insights and feedback collected from different lead generation channels can help businesses address customer concerns and promptly resolve issues. Lead response tools (such as phone calls, emails, contact forms, social and live chat, for example) can serve as touch points for prompt customer support.

Related: Investing in Customer Support is a Must in the Modern Day Business

Also, content used in lead generation (such as blog posts, whitepapers, and videos) should include knowledge base articles/materials that answer customer questions or fix common issues. To serve both a lead generation and customer role at the same time, it’s good practice to make your knowledge base as extensive as possible, covering practical ways to make the best use of your product or service.

 

The Takeaway

Lead generation is changing, and that’s a good thing. That’s mostly in response to how buyers are evolving. All these new roles that lead generation is expected to fill mean that it remains as relevant as ever.

 

 

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A Crash Course on Lead Nurturing… And Why it Matters

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A Crash Course on Lead Nurturing… And Why it Matters

When it comes to marketing, what should be your priority as a business leader?

Well, of course, your objectives should revolve around generating a high amount of returns within a certain time frame. For this, you have to rely on content in order to generate qualified leads to feed your pipeline.

But does lead generation end there?

Apparently not as prospects need a little more goading. You have to give them compelling reasons why your product or service is fit for them. Moreover, you also need to track your interactions and determine the right time to go for the kill, so to speak.

For this reason, marketers focus much on lead nurturing as a way to significantly increase sales appointments. Constant engagements are needed in order to bring prospects closer to you. But aside from that, applying leads nurturing tools can give you added benefits, like:


#1. Multi-channel campaigns.


Today’s businesses rely heavily on digital channels for their campaigns. While telemarketing still has some mojo left, you can be sure that more people will respond positively to content they encounter across the web. The more channels, the better. But let’s face it, managing a multi-channel campaign can stress your team out. Luckily, there are marketing services out there with multi-channel capabilities. Automated marketing systems can aid in lead nurturing by sending out content based on audience interactions. You can just lie down and let the system take control of sending newsletters and other nifty stuff to qualified prospects.

Related: Lead Generation Tip: Make your Email Newsletter more ‘Fetching’


#2. On-site lead generation.


High sales are not possible without landing pages. For this, you will have to implement a marketing service that enables landing page customization. Site visitors respond positively to well-designed landing pages, so you should be able to make use of a service that gives you creative control. If not, you can always choose from a menu of ready templates that guarantee increased conversions.

Check out fifteen (15) proven web design ideas you can quickly put into use to move more visitors of your website and landing pages into the next stage of your funnel.


#3. Accurate lead targeting.


Doing a targeted email campaign can be rough. One reason is that you have to build a mailing list and validate each contact it contains. Duplications and invalid email addresses can be a pain in the neck. Nobody wants to spend time and resources interacting with unresponsive contacts. Learn more about Database Decay.

In this case, you should be able to develop a lead nurturing component that knows where it is shooting. By determining responsive contacts, lead nurturing can somehow help in cleansing your database. Here are a few articles that may help you in having accurate marketing data and lead targeting:


#4. Highly detailed reporting.


Lead generation and appointment setting are always about numbers. And in terms of nurturing your leads before the big sales appointment, you need to get regular updates about the location of each lead in your pipeline. An efficient marketing system should be able to give you a detailed run down of audience interactions, allowing you make better strategies that will eventually result in higher revenue generation.

 

 

Convert cold leads, read Callbox: Lead Nurturing Done Right!

To learn more, Contact our Marketing Consultant

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This ebook walks you through some key questions and tips to help you get started on using a predictive lead scoring system for ranking and classifying leads. Grab our kit NOW!

Weeding Out Junk Leads With Predictive Lead Scoring - FREE EBOOK

Lead Management Best Practices: Marketers Should Take into Heart

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Lead management best practices

To keep a business afloat, it is important to focus on generating quality leads. And by quality, we mean leads that will end up making an appointment with a sales representative.

Today, most businesses rely on lead generation and appointment setting as the main drivers of revenue. Most of them concentrate their resources on creating valuable content and optimizing their main marketing channels.

Going beyond these usual activities, businesses should also focus on maintaining an efficient lead management system. One reason is that leads need to be nurtured in order to come up with informed decisions. A sale is not possible if a lead is left in the pipeline with nothing to direct towards purchasing a product or a service. 

At the moment, there are numerous companies that offer lead management systems across a diverse range of industries. It is just a matter of knowing which services to purchase.

And for that, let us fill you in on what makes a truly effective lead management service.

#1. List Building Component

When it comes to building lists, trust only a company that truly knows how to build one just for you. And that means preparing a list of possible prospects from an existing database and segregated by name, location, and other important information. More importantly, an effective list should be free from duplications and other issues so your campaign can sail smoothly!

Related: Easy Tips in Finding and Removing Duplicate Data Using Excel

#2. Mailing List Verification

Over time, the names of prospects in your list can become unusable. You need to continually update your list to ensure that you will be engaging the right people. Data cleansing is therefore an essential aspect you wouldn’t want to leave out.

Related: Customer Profiling Checklist in Verifying Business Contacts

#3. Effective Email Send-outs

Email campaigns can become more efficient when it is handled by software that automatically sends messages and follows-up on inquiries. With that said, you may want to implement an effective email suite that can make deliver your emails in the right volume and in the right time.


 Learn more about our Lead management and Callbox Lead Nurture Tool!


 #4. Support for Telemarketing

What else can you do with your marketing list? Well, you can send it to your calling team who will then do the hands-on work of turning prospects into qualified leads. 

Related: The Hidden Gems of the Web: Where Can You Get a Good B2B Lead List?

#5. Lead Scoring and Nurturing

When it comes to generating qualified sales leads, nothing beats the all important activity of scoring your leads based on your engagements across multiple channels. It enables you to lock on important talking points and allows you to create better tailor-fit messages for prospects. In connection with this , here is a downloadable lead scoring guide to help you out.

 

Do you know anything else that can help in lead management? Share it with us in the comment section below. For more nifty stuff about marketing software, feel free to explore our blog or you can give us a call.

 

 

Learn more about our Callbox Lead Management Tool

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Grab a copy of our FREE EBOOK, The Ultimate Lead Generation Kit Ebook! Updated with links to the best and latest techniques that will help generate quality sales leads for your business

New and Improved Ultimate Lead Generation Kit to Jumpstart your Business! for FREE

Old School Lead Generation for Financial Services

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Old School Lead Generation Tips for Financial Services That Still Work Wonders

Companies in the financial services industry really know their stuff, but when it comes right down to lead generation and appointment setting, some of them need to brush up on the most important marketing strategies to leverage.

In any case, financial services are a hard sell for the reason that potential clients are usually particular in the type of service they want to purchase.

According to Experian.co.uk, financial businesses are facing three marketing challenges and these are:

  • Keeping up with the latest Financial Services marketing regulation – keep the customer first
  • Encouraging loyalty and retention within Financial Services
  • Making inroads into new markets within Financial Services

These, are also the reasons why companies selling financial services are finding more effective strategies to increase their product’s profitability and, more importantly, nurture client relationships that can last a long time.

On this note, let us fill you in on what you can do t improve your lead generation – using the old strategies! We’re not kidding. Apparently, from what we can observe with the marketing campaigns we are handling, old school lead generation still has enough fire to keep the sales pipeline alive and kicking with high quality financial leads.

It’s just a matter of deciding whether or not to apply them in your current campaign and see where the old dog takes you.

 

Cold calling.

92% Of All Customer Interactions Happen Over The Phone.  (Source: www.thebrevetgroup.com)

 

We know what you’re thinking: We have smart devices at our disposal. So, why should we settle for such a prehistoric strategy as cold calling? Well, be it as it may, cold-calling seems to be an outdated channel for getting the kind of financial leads you want. Still, B2B telemarketing in general is still as efficient as it was before.

And this is because decision-makers in the financial services industry demand quality interactions with a marketing representative. In particular, there are still high-level managers (and there is a lot of them) who prefer receiving calls to reading a long Facebook post or a newsletter. For this to work out well for you, of course you need to partner up with a company that knows telemarketing like it knows the financial services sector.

Cold calling pointers you might just want to check out:

Related: To Gain Financial Leads without the Added Costs, Plan and Expand

 

Trade shows.

Going to events with other financial services enterprises? Sounds like a good plan.  But here’s why you should dip your toes on it.

 

According to marketeer.kapost.com,  trade shows generate the highest lead quantity and quality.

Source: marketeer.kapost.com

Source: marketeer.kapost.com

 

  • 83% of the attendees have some kind of buying power
  • 85% of decision makers say attending trade shows saves their company time and money by bringing vendors together under one roof
  • 79% of the attendees say that attending shows helps them decide on what products to buy
  • 91% of attendees say that trade shows impact their buying decisions because the competition is in one place allowing for comparison shopping in real time
  • 85% of an exhibitor’s success lies in the performance of the staff
  • 53% of exhibit managers say its “difficult” or “very difficult” to keep effective booth staffers
  • Converting a trade shows lead to a sale costs 38% less than sales calls alone
  • Trade show visitors will tell 6+ people about their experience
  • 81% of attendees at a recent show agreed that trade shows help attendees become aware of new products and services
  • 91% of attendees tell us they get the most useful buying info from trade shows and events

(Source: 10 IMPRESSIVE STATISTICS TO BACK YOUR TRADE SHOW MARKETING PROGRAM)

 

Trade shows, where companies in the past had secured most of their quality B2B leads, still remain to be effective avenues from which a financial services company can acquire a steady stream of prospects.

Related: Social Media Promotion as an Effective Tool for Financial Services Marketing

All you have to do is to sign-up and prepare the things you need to draw in interested decision-makers. While you’re at it, you can publicize your company’s participation through your official blog. This healthy combination between the new and old schools of marketing create an effective mechanism for generating quality leads. Get your first tradeshow clients with these marketing ideas.

 

But before you can put on your Throwback Thursday shirt, you have to realize that you need someone to help you navigate through the traditional side of B2B marketing. 

 

 

Get some help in finding new clients for your Financial Services

 Read our latest marketing news or Subscribe to our newsletter!

Dial +1 888.810.7464 / 310.439.5814

 

Grab a copy of our FREE EBOOK, The Ultimate Lead Generation Kit Ebook! Updated with links to the best and latest techniques that will help generate quality sales leads for your business

New and Improved Ultimate Lead Generation Kit to Jumpstart your Business! for FREE

Where to Find Qualified Solar Leads these Days?

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Where to Find Qualified Solar Leads these Days?

Solar power has been one of many alternative energy sources that have cultivated a certain level of attention ever since people have opened up to the idea of environmental security. Then again, there is still a need for research institutions as well as governments to publicize the benefits of using solar panels.


The US solar market grew 41% last year – www.techrepublic.com


Although there has been an increase in the use of solar panels in recent years, a lot of effort is needed in order to convince more people to go solar.

For companies that are developing and selling solar technology, nothing is more difficult than to promote their products to people who need them the most. In this respect, generating qualified solar leads is the main issue and marketers in this type of industry have to scour everywhere to find potential buyers.

If you were a customer with an interest towards solar panel installation, where would you be? Below are some of the best sources for solar leads you can always count on.

Social media.

Well, you can always bet that your prospects are in the web, mingling with other users who have the same sentiment for cleaner energy. In solar lead generation, it is only a matter of using the right messaging and content to draw in interested clients. You can always opt for informational material such as infographics and videos that have viral potential

You also have the option of providing external links to sites that offer more information about solar technology (*coughs* via your website *coughs*).

Some pointers on social media and content marketing you could check into:

Tradeshows.

Tradeshows? Who comes to these things anyway?” Well, just some decision-makers who want to engage vendors of efficient solar technology such as yours. Really though, tradeshows are basically a goldmine for the solar industry because it is where the juiciest leads go to for scouting potential products. As experience tells us, direct engagements offer more possibilities for future appointments. In short, they help you obtain as much high quality solar leads you can stuff the sales pipeline with.

Related: How to get Tangible ROI in Joining Events

Online forums.

If you were a solar lead, you would be spending much of your sweet time researching about the potentials of solar energy. Especially if you are an environmentally-minded decision-maker with a desire to cut electricity costs across the board, you might as well discuss about the topic with like-minded people.

Where, you ask? Well, there are tons of online forums where you can mingle with an audience of prospects. You only need to throw a good message that will get their attention.

Related: The Value of Niche Marketing to Solar Companies

 

Solar energy is a step forward towards a cleaner (and brighter) future. And if you opt to brighten up your lead generation and gain qualified solar leads for less, there is always a reliable third party marketing firm that can help you out.

Learn more how to get solar leads with Callbox.

Learn our process, talk with our marketing consultant.

Dial 888.810.7464

 

 

Lead Generation Services for Solar

Why Companies are Spending Heavily on Lead Generation

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Why Companies are Spending Heavily on Lead Generation

Companies always find themselves in some sort of dilemma. But what’s running a business without running into a roadblock anyway?

Whatever the industry your enterprise belongs to, you are always faced with the challenge of keeping it afloat. Selling a certain range of products – from software to cleaning services – requires a great deal of investment on your part. But more than just pumping money into product development, lead generation for some reason remains at the very top of every B2B company’s marketing priorities.

No doubt resource management forms a crucial part of an enterprise’s success, but the fact that more and more B2B companies nowadays are spending tons of cash on lead generation is worth looking at.

So, why do companies find themselves in this kind of situation?

Reason #1: Feeding the pipeline

Any businessman worth his salt knows that growth can only be possible when there is a steady stream of potential customers flowing into the pipeline. Generating leads is part and parcel to ensuring your marketing and sales team never gets dry of sales prospects. This goes to explain why both B2C and B2B companies are coming up with better and more efficient strategies to draw in a good volume of leads and pick out sales prospects from there.

Related: Classification of Sales Leads: Hot, Warm or Cold

Reason #2: Emphasize quality

Even more essential to generating tons of leads is making sure you get the best prospects from the basket. Sure you have an endless river of leads crawling towards the pipeline, but there is no guaranteeing all of these will end up actually purchasing your product or service. Filtering these out using an effective marketing automation system is what a company needs to reach its sales goals, whatever cost it may entail.

That’s why we emphasized the value of lead scoring and ranking leads according to their readiness to reach the full sales process in our recent ebook. Here’s the guide for lead scoring that will get you started, go grab it. After all, it’s free.

Related: Using Social Signals to Spot Sales-Ready Leads

Reason #3: Nurture leads and foster relationships

It may sound cliche, but there is truth to the matter of seeing leads as real persons with preferences and attitudes we should never overlook. Right now, companies are cultivating ideas that appeal to the taste of their target audience. Sending regular newsletter, posting blog content on a fixed schedule, and optimizing your website to better suit your lead generation needs can gobble up a good deal of resources, but you are sure to gain benefits in the long run – prospects who like what you are saying and who are more than willing to arrange a sales appointment. Here’s the perfect remedy for unqualified leads, don’t trash them yet.

Related: AskCallbox: What makes an effective lead nurturing program?

Reason #4: Long-term growth

At the end, companies would rather say they made the right decisions directing their marketing resources towards lead generation. And this is because of the successful sales they have made due to quality leads. Moreover, they enjoy a  more effective way of reaching out to their audience rather than simply sending them dull, machine-made messages.

Do you ever think of growing your company the same way successful enterprises do? Make the move towards lead generation and see where it goes from there. 

 

 

5 Research-Backed Reasons to Outsource Your Marketing Program

5 Research-Backed Reasons to Outsource Your Marketing & Lead Generation Program

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Dial +1 888.810.7464 / 310.439.5814

 

 

Grab a copy of our FREE EBOOK, The Ultimate Lead Generation Kit Ebook! Updated with links to the best and latest techniques that will help generate quality sales leads for your business

New and Improved Ultimate Lead Generation Kit to Jumpstart your Business! for FREE

 

Using Neuroscience to Better Answer 5 Questions Leads Ask Themselves Before Buying

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5 Questions Leads Ask Themselves Before Buying

Cognitive neuroscience, the study of the brain’s wirings and how these affect behavior, can help you make sense of the things your prospects do. What’s even more interesting is that many of this field’s recent findings shed some much-needed light on how and why your prospects reach a buying decision.

In this post, we’ll go over five key questions that B2B leads typically ask themselves in the decision stage of the buying cycle, and find out what neuroscience has to say about how you should be answering each of them.

To be clear, we’re focusing on the final step before leads turn into customers, so we won’t be talking about prospects’ questions in the awareness and consideration stages. That is, your prospect has already identified a need, has narrowed down her choices, and is now considering your company as a potential vendor. As such, it’s extremely important to get your message right in the decision-making phase since this is where all your marketing efforts become sales results.


#1: Will I really benefit from this, too?


 There’s ample evidence to suggest that emotions drive decisions more than reason does.Clinical studies have found that patients with impaired emotions tend to experience decision-making difficulties despite still having their reasoning abilities intact. This means that, at the point of making a decision, feelings take higher priority over hard facts and figures.

Accordingly, your messaging at this stage in the buyer’s journey has to appeal to your prospects’ emotions as well. You need to go beyond telling leads what to think; you help them find out for themselves that your solution feels right and that there’s something in it for them personally, too.

Related: How to Reach C-Level Decision Makers and Boost B2B Sales


#2: Can I trust this solution?


 Your prospects look to others they can relate to in order to help them determine what actions they should take. That’s why word-of-mouth recommendations from peers influence as much as 90% of B2B buying decisions.

Here, social proof comes in very handy. Social proof is the idea that people will do what others are doing if they believe those actions are the right things to do. Some examples of social proof in action are client recommendations, influencer testimonials, and user reviews. Here’s how to build tremendous credibility and make clients refer you.

It’s not enough to convince leads that your solution works; you have to tell a story that it has worked for someone else in a similar situation. Social proof is most effective when seamlessly weaved into a compelling story, which brings us to our next point.


#3: Can I work with this vendor?


 Convincing prospects your solution works is one thing; earning enough of their trust to turn into your business partner is another story. In fact, it’s going to take a pretty captivating story to convert your lead into your customer.

Telling your company’s or brand’s story helps build and cultivate your relationship with a prospect. Stories are an indirect way for your prospects to go through what your other customers have experienced. This is why brain scans show that a well-crafted narrative is more persuasive than a slide deck packed with stats and charts.

Related: Why work with a lead gen company when I have an in-house marketing person & my own CRM?


#4: Do I have enough information?


 Making decisions based on limited or partial information is the rule, not the exception, in most business situations. But there are ways to turn this potential obstacle into opportunities for helping leads reach a buying decision.

According to the information gap theory, curiosity arises when there’s a gap between what we know and what we want to know. That is, curiosity increases with uncertainty. At the buying stage, you have to frame your prospect’s belief that she probably doesn’t have sufficient information as motivation to find out more and engage with you further.


#5: Will I be able to justify this?


 In our first point above, we focused on the need to highlight what your prospects can potentially get out of making a buying decision. But when it comes to motivation, the need to avoid pain or loss is a more powerful force at driving our actions than the desire to gain. That is, people care more about losing a dollar than gaining a dollar.

To help your prospects justify choosing your solution, you also have to emphasize what they stand to lose by sticking with the status quo or selecting another option.

 

The Takeaway

The key idea to remember here is that, at the final step before leads convert into customers, you need to appeal both to the rational and emotional sides of your prospects’ brain. Of course, we’ve only outlined some pretty broad brush strokes here, and you still have to rely on how well you really know your prospects to come up with answers they’re really looking for. Just because an area in the brain lights up in FMRI scans doesn’t mean that’s exactly how your leads are going to behave.

 

 

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This ebook walks you through some key questions and tips to help you get started on using a predictive lead scoring system for ranking and classifying leads. Grab our kit NOW!

Weeding Out Junk Leads With Predictive Lead Scoring - FREE EBOOK

How Can Lead Generation Help Airline Companies Sales Soar

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How Can Lead Generation Help Airline Companies Sales Soar

Emirates ranked number 1 in the 2016 World’s Top 100 Airlines and has been in the top 10 list since 2012. This travel statistics made me wonder how the airline has kept its standards and marketability soaring high for many years now. Quite curious as cat, I browsed through their website and found out that Emirates leverages on different marketing media to deliver their message to their target market to generate leads.

Open Skies, an inflight and a dual-language publication with content for both English and Arabic-speaking readers for their premium and cosmopolitan flyers that features interesting public figures and articles about travel, technology, health and business. They make use of their customer’s feedback and even include a video on their page.

Reference: emirates.com

The Portfolio, an exclusive business magazine catering to First and Business Class passengers packed with features, interviews and business news.

Spafax, an inflight entertainment medium that offers TV advertising on Emirates.

Lead generation can be rolled out via different platforms like calling, mobile, email, web and content and may be structured in various processes but bring out the same benefits that can help airline companies sales soar.

Helps build a strong clientbase

Customer profiling and database management are services that come along in a full-packaged lead generation program from leading providers. Contact information are demographically and psychologically profiled which results to a well built chock-full database. Lead generation will provide airline companies accurate and validated contact information to use for quality prospecting process. Having a well profiled list of current and target customers will provide airline companies gateways to send announcements about deals, fees and flight updates.

Reach the right prospects at the right time

An accurate and well-profiled database coupled with automation tools utilization will help efficiently get the right message to the right target customers at the right time. Such capability can empower airline companies to connect and relate with the right decision makers/target customers and be fully knowledgeable of their buying behavior and the common trends like peak season.

Genius examples and suggestions from blog.mailerlite.com in their post, Email marketing for travel industry: sell sunsets not flight tickets.

 

#1.  Valentine’s Day offer from Shadows of Africa

 

#2. Send your offer at the right time ala Airbnb

Airbnb

Nurture leads via automation platforms

Marketing automation has now become the life and blood of lead generation programs. It gives businesses a hold of the right prospects via multiple touch points like calling, mobile, web and email from the point of offer until purchase. Content, is one marketing channel that lead nurturing platforms can efficiently and effectively carry out, and from which airline companies can greatly leverage via automation tools to manage booking, cancellation, flight reschedules, promotions and other important communication.

Related: How Marketing Automation Helps You Outgrow Your Competitors

Lead generation is an effective marketing tool, and the different channels have statistics to prove:

Lead generation, regardless of which channel/s you use would always require proper prospecting process and intuitive marketing technology utilization in order to work.

It is best for airline companies and other industries as well to know which tool and tactics would work best for their business, just as Emirates leveraged on content which was coursed through different media to generate leads and successfully carry out business goals which has kept them soaring high as the leading airline company for years.

 

 

 Read our latest marketing news or Subscribe to our newsletter!

Learn more about our effective marketing campaign for Airlines

Dial +1 888.810.7464 / 310.439.5814

 

Grab a copy of our FREE EBOOK, The Ultimate Lead Generation Kit Ebook! Updated with links to the best and latest techniques that will help generate quality sales leads for your business

New and Improved Ultimate Lead Generation Kit to Jumpstart your Business! for FREE

 

Using Social Signals to Spot Sales-Ready Leads

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Using Social Signals to Spot Sales-Ready Leads

As much as 86% of B2B companies are using some form of lead scoring method to help them manage their prospects. But a huge segment of these marketers are relying on no more than demographic data plus basic web tracking to rate how sales-ready their leads are. While certainly better than having no lead scoring system in place at all, this approach can be further refined with insights from social media.

By now, talking about social media as an ocean of untapped marketing data can seem a bit clichéd. But that’s exactly what this channel is. Prospects’ social media behavior and activity can give away buying signals not available in other sources. Together with traditional lead scoring criteria, social signals can paint a sharper picture of where your prospects are in their buying journey and, more importantly, where they’re going.

Fit: “Is this lead what we’re looking for?”

Any lead scoring model worth its salt starts with a set of qualification criteria that measures how well a prospect fits your target profile. These are attributes that help you answer the question: “Is this lead what we’re looking for?”That is, they tell you who exactly the prospect is.

Identify your prospect whether they’re hot, cold or warm sales leads.

Prospect characteristics that describe fit include explicit demographic and firmographic data that you typically collect from forms or from a database entry. Some examples are a prospect’s job title, responsibilities, company size, as well as software or technology being used. Use the CHAMP method by asking these questions to spot qualified leads.

Interest: “Is this lead looking for us?”

Once you’ve determined that a prospect is someone you can most likely do business with, the next thing to find out is whether that lead is in fact actively looking for you, too. This is typically determined by knowing what the lead is doing within the marketing channels you’re using.

These signals can include both explicit and implicit data points on prospect behavior such as page visits, whitepaper downloads, subscription activities, email actions, and other triggers that indicate how they interact with your marketing materials.

Related: 5 Research-Backed Reasons to Outsource Your Marketing & Lead Generation Program

Intent:“Is this lead looking to buy?”

A prospect’s fit and interest characteristics can tell you a lot about that lead’s suitability as part of your pipeline, but they play a limited role in determining how likely that such a prospect is going to turn into your customer. For this, you’re going to need a set of qualification criteria with more predictive power. That is, you need to look for signs that indicate a prospect’s intent.

This is where social signals come in very handy. Marketers are increasingly relying on predictive lead scoring to help them identify sales-ready leads.Among the many things needed to keep a predictive lead scoring system running smoothly is lots of data, and social media is among the sources where these insights are mined.


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Social Signals: “Why is this lead looking at you?”

So, what social signals constitute buying intent? Prospects can flash many different social signals that indicate they’re already in the decision stage of their buying journey. It can be keyword searches on your industry topics and events, Twitter mentions about your brand or product, a comment on your blog post, replies to your updates and announcements, and any relevant online conversation that’s happening outside your site.

As a set of lead scoring criteria, each type of social interaction needs to be graded based on how they impact the buyer’s decision. This will depend on how your prospect uses social media channels in the buying process. For example, signals that indicate potentially higher scores include mentions of your product, while those that can mean a lower score include shares or retweets without much context.

The Takeaway

A prospect’s level of fit and interest can tell you where a lead has been, while data on a lead’s intent can say something about where she’s headed. To anticipate a lead’s buying intent, you’re going to need to capture social signals. Social signals go beyond telling you what actions a prospect has taken; they uncover the reasons behind these actions.

 

 

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5 Research-Backed Reasons to Outsource Your Marketing & Lead Generation Program

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Here’s an interesting tidbit about how far outsourcing marketing has come in just the past 10 or so years.

According to a 2005 Harvard Business Review article, about 53% of respondents in a Forrester survey of B2B marketing executives aimed to outsource more than half their marketing activities in 2004. Flash forward over a decade later, and we find this trend in marketing outsourcing growth still very much holding steady as shown in the 2016 CMO Survey report.

2016 CMO Survey Report

2016 CMO Survey Report

This only goes to show that, for most organizations, outsourcing their marketing functions is a viable business decision. So, is your company part of this group, too?

There’s no one-size-fits-all approach when deciding whether to outsource marketing activities or to carry them out in-house. That’s why this decision needs to be made on a per-situation basis, ideally separately for each area in your marketing program.

To help you decide, here are five reasons to outsource part or all of your marketing initiatives, as well as the stats to back them up.

#1: Cost-savings

This is, by far, the most overwhelmingly compelling reason for outsourcing marketing responsibilities. It’s hard to pin down exact figures on how much cost reductions outsourcing can bring, but a commonly-cited benchmark is that outsourcing an entire marketing team costs less than having one full-time marketing professional on staff.

That is, outsourcing lets you tap people who can get the job done minus the overhead, onboarding, and other expenses related to having an internal marketing team.

#2: Expertise and Experience

Another top reason why organizations choose to outsource marketing is that they lack the relevant expertise to carry out specific marketing tasks. In fact, a CMO Survey report from a few years back has found this to be the number one motivation why companies sought out the services of marketing agencies, even ahead of cost savings.

“Indeed, why would you hire some agency to do the marketing for you when you have an in-house team and your own CRM (Customer Relationship Management) platform at your disposal? Simple: the best way to do lead generation is to not do any of it. Let the experts handle it.”  says Christian

Read more on AskCallbox

Outsourcing makes business sense if you don’t think the value from developing skills related to a marketing function can exceed the value you get from an expert doing the same task.

#3: Scope and Scale

Gleanster Research reports that as much as 34% of average-performing B2B companies feel that their current marketing processes won’t be able to scale up and meet their marketing challenges in the next 1 to 3 years. That’s why the ability to ramp up marketing activities in response to new opportunities is a key benefit that an outsourced marketing agency can offer.

The responsibilities of assigning more people on a project, upgrading marketing systems/processes, and expanding a program’s scope rest mainly, if not solely, on your outsourcing partner.

Case Study:  Multi-Channel Marketing & Marketing Automation: Partnering for 33% Sales Increase in Sydney IP Services 

#4: Tried-and-tested Processes

Generating high-quality leads is the number one challenge that B2B marketers face and, with nearly 7 in 10 marketers still unable to identify their funnel, the primary reason for this issue is the lack of clearly-defined processes.

Doing these processes in-house takes up resources not only in terms of people but tools and technology as well. Outsourcing frees up these commitments so that you’re able to prioritize other more critical areas of your business. Check out this List of the Best Marketing Tools to INCREASE Sales Leads Production!

#5: Performance and Accountability

According to the Fournaise Marketing Group, as much as 90% of marketers are not trained in marketing performance and ROI, while another 80% find it difficult to justify the effectiveness of their marketing spend.

Good marketing service providers can clearly explain how results are measured as well as justify the benchmarks to compare against. Combined with transparent pricing and costs, outsourcing to a third-party provider can help you attain and gauge returns more effectively.

 

The Takeaway

Of course, outsourcing is not for everyone, nor is it applicable in every situation. Again, the decision whether or not to outsource needs to be evaluated on a case-by-case basis. While the numbers we’ve cited here point to the benefits of outsourcing marketing, the stats that really matter will be your marketing metrics.

 

Author Bio:

Ralph is a content writer at Callbox. He closely follows developments in B2B marketing and occasionally looks back on interesting business stories. He enjoys reading, playing the guitar, and spending time with his pet cat.

 

 

Do you know that  3 Review Sites Name Callbox Among the Best in Lead Generation Services

3 Review Sites Name Callbox Among the Best in Lead Generation Services

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Break the Habit, Use Lead Generation Fad for Medical Businesses

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Break the Habit, Use Lead Generation Fad for Medical Businesses

How’s your medical business going? Getting more clients or having problems with sales numbers?

When it comes to successful promotion of medical products and services, old marketing techniques are still a thing that you should not overlook. For instance, email marketing has always been an excellent way in pursuing potential customers in your market. However, with the fast-changing needs of consumers across the globe especially in the healthcare industry, using new lead generation fads can help you keep up with the current market demands.

Related: Top Healthcare Marketing Trends to Expect in 2017

Even before the onset of up-to-date technologies, traditional lead-generating techniques have been used by telemarketers to score profitable markets, make arrangements with qualified targets, and generate quality healthcare leads. So whether you are using old marketing approach like publicity, affiliate marketing, opt-in email blasts, SEO, paid search, fax, trade publications, and direct mail, upgrading your methods is the way to successfully penetrate your modern market. After all, it’s all about the customers, right?

Latest Fads to Consider Today in the Healthcare Industry

But why stick to old techniques when you can break the habit and enjoy innovative lead generation approach? Here’s the thing, I’ve read a lot of medical-related posts on the internet today and it’s interesting to know that there are new fads in the medical industry to learn from. What are they? Here are some of the best healthcare marketing trends to consider this 2017:

#1: Integrated systems

Due to changes made in the rules under the Affordable Care Act of 2010, healthcare institutions are now spending money in medical practices to successfully form integrated systems that can coordinate care between hospitals, doctors, and other delivery systems in the medical field. In other words, physicians are becoming employees in hospitals with 20% increase in 2014.

Related: The Advantages of Medical Tourism: Why Aren’t You Hopping on a Plane Yet?

#2: Informative content

Did you know that healthcare consumers today are becoming keen researchers? They don’t just rely on what the physician tells them. In fact, before a patient go to the doctor, they’ve already researched about the symptoms and possible treatments they can use.

Studies show that 72% of today’s internet users are looking for medical information online.

 

#3: Major players in the medical field

Marketers currently target payers and consumers who are actually the major players in the healthcare industry. In fact, they are the primary market when it comes to promoting medical products or services. Hence, doctor decision-making gradually shrinks just like decision making moves to medical consumers and payers. And the fad is that medical marketers increasingly targets payers and consumers.

Related: Lead Generation: The Main Road to Success in the B2B Healthcare Industry

#4: Digital channels surpasses old marketing

Understanding the profile of your target audience is important, this helps align your marketing strategies with the current needs of the market. However, when promoting on digital platforms, remember that people aging between 30 and 50 don’t have social media accounts. Instead, you can target those 20 to 30 years old because they are guaranteed to have profiles on LinkedIn, Facebook, Twitter, Google+, and other channels.

Related: Why Healthcare Companies should Outsource their Lead Generation Processes

These fads combined with multi-channel marketing remain a great way to reach your target audience like C-Level decision makers wherever they are. You can integrate email, social media, voice, mobile, and web marketing to meet standards. But don’t forget to track your success in order to keep updated with how you can improve your sales marketing approach in the long run.

 

 

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The Crucial Benefit of Telemarketing in the Field of Healthcare

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6 Growth Hacking Lead Generation Techniques for 2017

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6 Growth Hacking Lead Generation Techniques for 2017

Every year, businesses need to come up with new strategies to achieve success. Your marketing plan may have served you well last year, but you need a fresh and updated one to attain your goals this 2017. So your lead generation techniques, for example, must keep up with the new demands and needs of your market today. This will help you create a steady stream of income as well as higher conversion rates that you exactly need.

By planning a new budget that is based on successful channels, your business will prosper in no time. But what are the latest growth hacking lead generation techniques that you can use this year? Let’s take a look at the ultimate tips you can use in your marketing plan this 2017:

#1: Learn how other companies beat competition in the market

You know what they say, “If you can’t beat them, join them”. This is very much applicable in today’s global market competition played by huge companies around the world. You can compare your business to others that offer the same products or services. That way, you can learn the best ways on how to attract potential customers and convert them to repeat buyers. Check out paid search, review sites, or product listing pages.

Related: The Hidden Gems of the Web: Where Can You Get a Good B2B Lead List?

#2: Personalize your marketing campaigns

When people feel special when visiting your site, they are more likely to return. Make sure they get what they exactly need and provide them up to date information that excites them. Email marketing is also a great way to achieve customer retention and build new contact lists this 2017. Exert more effort in achieving great customer experience for better lead conversion rates.

Related: Multi-Channel Marketing: A Fresher Way of Reaching IT Decision Makers 

#3: Practice account-based marketing

This technique is now a trending issue for marketers. ABM campaigns help salespeople in creating a targeted accounts’ list that make lead generation easier. For better results, they offer beneficial services to customers such as training, business assessment, and personalized videos to grab their attention.

Related: Why Customer Profiling Could be the Best Investment your Company Makes

#4: Focus on customers as ultimate investment

By improving your customer’s journey while they transact with you, it’s easier to make them come back. You can practice thoughtful and strategic communications to ensure engagement and healthy interactions. Customers are satisfied when they get assisted all throughout the buying process.

#5: Track channels that give closed deals

Marketers know that zero attribution equals to zero spend. It doesn’t matter which industry you are in this 2017. What is really important is how you play your game. Don’t forget to track down channels that provide you closed deals every time. This will help you get more volumes of leads while you gauge your marketing success. In addition, it will open more opportunities because you know which channels to target and what factors to benefit from. Here’s how to increase new business inquiries this 2017 in 5 easy ways.

#6: Content marketing and blogging

Content is important to business sites more than ever. If you can create infographics, blog posts, videos, and other similar content, your visitors will always be thrilled to get to your site. Fresh content also scores to more effective lead generation strategies this 2017.

Here are some tips from our recent blog posts:

 

 

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