The 5-Step Approach to Getting More Enterprise Leads and Customers

The-5-Step-Approach-to-Getting-More-Enterprise-Leads-and-Customers

Enterprise customers are every marketer’s dream. They are some of the best clients that you can have in your roster of people to sell to. And believe it or not, it is easy to get ahold of them.

In this article, we will discuss how you can get your hands on enterprise leads and customers and how you can nurture them into repeat buyers. So what are you waiting for? Read on!

 

Here is a 5-step approach that is guaranteed to give you enterprise leads and customers:

 

Step 1: Identify and Target Strategic Accounts

Be strategic when identifying your prospects. This will save you a lot of time and resources. The only way to maximize your available resources is to familiarize yourself with all the existing players in the market.

Remembering the following tips when identifying your prospects:

Do your research well

Look at their affiliations and networks with other companies. Who are they closely working with? What are their products that will most likely have a need for your products as well? How much money are they making annually just by utilizing their present linkages? How productive are they working with their current linkages?

Do not be too choosy, but be very ambitious at the same time.

If you are just starting out, you cannot afford to be choosy. As much as you can,  you want to put the word out to everybody in the industry that you are able to offer a specific product that can benefit their businesses immensely. However, it is also wise to identify those that are suited to your kind of business. It will also save you a lot of time and energy.

ABM Best Practices: Selecting and Profiling High-Value Accounts [INFOGRAPHIC] (Blog Thumbnail)

Build a solid foundation for your ABM program with a robust account selection and profiling process that leverage these proven ABM best practices.

 

Step 2: Expand

After creating your list of “high-value targets,” you now move on to creating a profile of each prospect by listing down important details about them. These details ought to include well-researched information on their products, materials being used to produce them and the technology being utlized to do so to name some. Additionally, you need to look into the history of each business, the motivation behind it and their target long-term.

By expanding your knowledge about each prospect, you can more or less see what marketing approach will best suit each one and which information about the business will be your jump off board when finally engaging them.

Enterprise Sales vs SMB Sales: A Side-by-Side Comparison [INFOGRAPHIC] (Blog Thumbnail)

Check out the difference between enterprise sales vs. SMB sales in this quick infographic and learn how to tailor your selling strategy accordingly.

 

Step 3: Engage your Prospects

Engaging your prospect can be a very challenging task most especially if you are just starting to build your network by introducing your product in the market. You will highly likely find yourself contending with the biggest B2B operators in your region who have established themselves well in the industry having been in the business for many years now.

You would have to be persistent. Committed. Motivated.

Reach out to your prospects using various channels. Having identified who they are and determined what channels they are inclined to respond to, send out your proposals or invitations. You can use either or all of the following options should your resources allow it:

  • Email
  • Phone
  • Social media
  • Web
  • Chat

Otherwise, you will easily retreat at the hint of rejection. You must be prepared to encounter all sorts of challenges during the engage stage. To guarantee that you are successful in this stage, be mindful of the following practices that will go a long way for you and your business during a personal encounter:

  • Come on time. Value the time of your prospect as well.
  • Be courteous.
  • Employ humor when appropriate.
  • Always come prepared.
  • Anticipate possible questions during your presentation and meeting and prepare your answers ahead of time.

Callbox Multi-channel Multi-touch Approach

Engage your prospects across multiple channels with Callbox’s Multi-channel, Multi-touch Marketing

 

Step 4: Advocate

Don’t settle just yet. In the process of knowing your prospects more, it is also possible that you will come across other potential clients. This is a good thing. You can add more businesses to your list and grow your linkages from there.

At some point, you might even discover that your initial’s prospect’s referral is an even better target than the former. Sometimes, the reason you come across a big account is not to close the sale, but to get connected to an even more promising prospect.

 

Step 5: Convert

Now that you have completed the first four steps, it is time to get your hands dirtier by securing a meeting with each prospect. Some clients may take time, some might be able to accommodate you right away. The key is to never give up too soon!

Since you did your homework, you would already know how best to make them say ‘yes’ to a meeting with you. Be bold! Take a risk!

A B2B Guide to Winning New Customers and Repeat Business [INFOGRAPHIC] (Blog Thumbnail)

Discover how selling to new customers differs from targeting repeat business so that you’ll get a good grasp of how to tailor your marketing strategy for each group.

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.



Master lead management in 6 easy lessons delivered straight to your inbox!

Take our FREE Lead Management Bootcamp today.

The 6-day Lead Management Bootcamp CTA


Industry-Insights-What-Drives-Manufacturing-Leads-Buying-Journey
Which Music Genre Matches Your Selling Style (Blog Image)
The-2-Types-of-B2B-Lead-Generation-Companies (Blog Image)

Industry Insights: What Drives Manufacturing Leads’ Buying Journey?

Industry-Insights-What-Drives-Manufacturing-Leads-Buying-Journey

Your ability to persuade a technical audience, argues one Forbes article, determines your success in B2B marketing. This is especially true when selling to manufacturing leads and industrial companies. To engage and convert these prospects, you need to align with how they arrive at a buying decision.

Like businesses in other B2B industries, manufacturing leads now firmly control the buying cycle and will only reach out to vendors when they’re almost ready to decide.

That means you have little direct influence over what a prospect learns and discovers throughout most of the sales cycle. As much as possible, of course, you want to stay on top of your prospects’ minds during the awareness and consideration stages, so that when decision time comes, it’s your company they’ll do business with, not your competitor.

One way to help ensure this outcome is to become very familiar with how manufacturing leads research and use information about business needs, available solutions, and potential vendors—then build your lead generation strategy according to this behavior.

This blog post talks about the latest trends in content usage and consumption among technical buyers in the manufacturing space. By the end of the entry, you’ll have a better idea on which content types and topics best move manufacturing sales prospects along the buying journey.

 

How Manufacturing Leads Research and Evaluate Solutions

So, how exactly do engineers and industrial professionals research and learn about a potential purchase? According to IEEE GlobalSpec’s 2017 Smart Marketing for Engineers report, ten key findings best describe how today’s technical professionals consume content throughout the buying process:

  • Across the world, engineers prefer case studies (81%), technical eBooks (75%), whitepapers (74%), and books (73%).
  • Technical professionals favor online content sources, especially search engines (43%), vendor websites (43%), and trade publication websites (29%).
  • 50% of engineers subscribe to at least 4 email newsletters.
  • 92% of engineers tend to choose vendors that regularly produce content.
  • Over half of engineers consider a company’s website as a key brand indicator.
  • When filling out a web form, engineers tend to complete four fields: work email, company name, first name, and last name.
  • 42% of engineers expect to be contacted within 24 hours after filling out a form on a website.
  • For most engineers, around 60% of the buying process takes place online.
  • Only 14% of engineers contact sales reps early in the buying process.
  • Most engineers interact with a vendor 3 or 4 times before directly reaching out.

Drilling down on these trends further, the study also uncovers some interesting behavior among technical marketing audiences in the marketing space, including:

  • In the US and Canada, engineers’ most-valued content type are how-to videos that are at least 3 minutes long.
  • Across all age groups, engineers and technical professionals prefer case studies/application notes, but younger audiences tend to gravitate toward how-to videos.
  • Engineers’ top offline content sources include tradeshows (33%) and trade print publications (33%).
  • Engineers and industrial professionals in the survey do not think social media channels such as Facebook, Twitter, Google+, and Instagram are valuable sources of work-related information.
  • Engineers rank content written by a technical expert at a vendor company as the most reliable source of information followed by third-party and supplier content.
  • When going over their inbox, 50% of engineers focus on emails with intriguing subject lines and delete the rest.
  • When filling out a web form, only 10% of engineers submit data regarding time to purchase.
  • When viewing search results pages, only 9% stop at the first page, 61% reach page 3, and 25% make it to page 5.

Top 7 Growth Hacking Tips for Manufacturers’ and Distributors’ Bottom-line (Blog Thumbnail)

Here are 7 growth hacking tips for manufacturers’ and distributors’ bottom-line


 

What This Means for Lead Generation

How do all these trends in the manufacturing space impact your lead generation strategy? According to the 2017 Industrial Marketing Trends survey by IEEE GlobalSpec, marketers are trying their best to keep up with the demands of manufacturing leads:

  • 42% ranks customer acquisition as the primary goal.
  • 54% differentiate mainly on the quality of their offerings.
  • 50% use both inbound and outbound marketing tactics.
  • Email marketing, tradeshows, and social media make up the top three channels.
  • A majority of industrial marketers plan to increase spending on their company website, content marketing, social media, and SEO.
  • 39% are increasing their online marketing budget vs. 45% keeping their online budget unchanged.

That’s what your fellow marketers in the manufacturing sector are collectively doing. Your exact lead generation strategy, of course, will depend on your unique goals, situation, and resources.

Drawing lessons from IEEE GlobalSpec’s findings on how manufacturing leads research and study possible purchases, here are a few things to keep in mind when refining your lead generation plan:

 

1. Use emails to educate

We’ve seen that engineers and industrial professionals rely on emails extensively throughout the buying process, especially for educating themselves and learning more about a subject. Technical decision makers spend time in their inbox and won’t hesitate paying attention to emails that help them make informed decisions, even those from vendors.

  • Focus your core newsletter content strategy on a relevant industry problem
  • Present solutions in a way that subtly ties back to your offerings
  • Craft compelling copies and top them off with irresistible subject lines

Sell Smarter with these 6 Email Marketing Automation Workflows (Blog Thumbnail)

How does email marketing automation work? Here are 6 examples of email marketing workflows and how you can automate them for better customer engagements.


 

2. Make your digital presence part of the buying journey

Technical buyers spend the first 60% of the purchase process researching and finding information online. That means where your prospects spend the final 40% will depend on the quality of online experience you deliver.

  • Does your online presence enable prospects to smoothly move from one point in the buying journey to another?
  • Can prospects quickly find the information and resources they need?
  • Does your digital presence consistently reflect your brand?

 

3. Find the right mix of channels

Manufacturing leads consult a number of content sources before directly reaching out to a vendor. In response, half of the marketers in the industry rely on both inbound and outbound channels to capture manufacturing decision makers. To execute a seamless multi-channel marketing strategy, you need to:

  • Keep sight of your core message and differentiators
  • Remove barriers that separate marketing resources
  • Track and measure how each component impacts overall results

Callbox Multi-channel Multi-touch Marketing

Engage your prospects across multiple channels with Callbox Multi-channel Multi-touch Marketing approach.


 

4. Deliver content in context

Without answering this blog article’s question directly, it’s pretty clear that actionable information is the main driver in manufacturing leads’ path to purchase. Prospects gain useful information and insights by consuming content delivered in the buying context that the lead is currently in.

  • Create content that answers a question or teaches a relevant idea
  • Take buying stages and buyer personas into account
  • Segment and personalize your content for different audiences

 

Conclusion:  There are many factors that drive a technical buyer’s purchase decision, but it all boils down to having the right information at the right time. That’s why offering information occupies a central role in lead generation for manufacturing companies.

 

Need help translating marketing goals into an actionable marketing plan? Or turning strategy into results? Contact us today, and find out how Callbox’s lead generation services for manufacturing and distribution companies can work for you.

Author Bio:

Judy Caroll

Judy Caroll is a marketing executive at Callbox. She is a blogger, online marketer and loves to share with you the best stuff in sales and marketing. Follow Judy on Twitter and Google+.



Grab a copy of our FREE EBOOKTargeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.


Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA


Industry-Insights-What-Drives-Manufacturing-Leads-Buying-Journey
Industry Insights: Marketing in a Shifting Management Consulting World (Blog Image)
Industry Insights: Fixing What’s Wrong With B2B Healthcare Marketing