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5 Common Lead Generation Mistakes In-house Marketers Make

At this point, you must have read countless articles on how to do lead generation; what strategies work and which don’t. But what about the worst lead generation practices? If there is a right way of doing it, there is also a wrong way of doing it.

Many bigger and more established companies leave their lead generation activities to a lead generation company. It’s a much faster way of generating leads since you have a whole separate team solely focused on that while you can focus on running your company and improving your services. However, there are just as many startups and SMBs who don’t have the means to branch out into outsourcing just yet and have to do lead generation internally. So, we want to shed some light on what some of the most common mistakes in in-house lead generation are to spare you from committing these mistakes. 

Email on Full Blast

We’re not saying that you shouldn’t generate leads using the email method. In fact, we highly recommend it. However, constantly blasting them with emails about your products is just a mere invitation for them to get annoyed by you. Instead of attracting or delighting your prospects, you shoo them away with content that is irrelevant and considered spam. 

Stick to content that is going to be relevant to your potential clients. If your clients or prospects subscribed to your newsletter or email course, keep sending them those and sneak in a little sales talk here and there, but avoid sending them things they didn’t ask for. 

Related: 4 Email Marketing Tactics That Are Not Just About Crafting Emails

Error: CTA Not Found

There have been one too many incidents where websites look cool, fun, and engaging yet the only most important thing is missing – Call-To-Action. It doesn’t matter how wonderful your website may look, if there is no CTA option, you are just merely sending your possible clients to a site without leading them through a sales process and that will make them feel as if their time has been wasted. 

If you do have a CTA, make sure they’re not invisible. Make them clear and visible with simple “Next Step” or “Get Started” CTA buttons on your front page. Guide and tell them what it is that you want them to do so they won’t tap around in the dark. 

Related: 5 Strong CTA Examples (with Solid CTRs and Conversions) to Learn From

It’s in human nature that we want everything in an instance; with just one click. It’s very easy to just go into Google and search for “buy bulk backlinks” and voila! Link Farms for days. You can submit your link into a directory and then have them parade your website address everywhere including websites that have absolutely nothing to do with your industry and are most likely unsafe websites as well. This can hurt your brand’s credibility because fewer people will trust a company that advertises itself on sites that have no relevance to its own services. 

Another downside to using link farms is that Google won’t like it once they track down that you are part of multiple websites at once, and as a result, Google will rank your website lower instead. The best solution here is for you to make and develop relationships with other people who are in the same industry as you are and ask if maybe they could let you be featured as a guest blogger or let them include you into their content as a source or anchor text. This approach is a much safer, smarter, and more organic way of acquiring links. 

All Post, No Talk

This is another common mistake that many companies do. They set up a social media page and just use it as a place where they can dump all their blogs and website links but do not initiate any interaction with their audiences. There should always be a good balance between promoting your business and talking with the people you want to get involved with your business. 

The most effective way of using your social media platform is to spend 50% of your time interacting with others and the other 50% talking about your product or service. Don’t let them perceive you as untouchable. Like, share, re-tweet, comment on other’s posts and contents. The more they feel how engaged you are with them, the smoother and authentic your lead generation will be. 

Related: The Best Way to Use Social Media in B2B Sales Lead Generation

One vs. Many

Most of the time, it’s a no-brainer to target the decision-maker of the company when it comes to marketing your services and products. Makes sense, right? They’re the ones who either give the red or green light. This is a very common mistake because the correct way to approach this is to appeal to multiple people in the company. Now, with that, we don’t mean that you should just pick anybody in the company. Instead, try to find out who else is a core decision-maker. The CEO might be the one with the last say, but when it comes to the process, it is a collective of people within the company who consider the different points. While the CEO is more concerned with vendor relationships, the CFO might focus more on the pricing and a technical manager might be more concerned about product specifications.

It is best to look into account-based marketing because it can help you address and overcome everyone’s individual concerns. Account-based marketing also gives you multiple entry points into an organization as you connect with different contacts within the company, building up your credibility as a brand as well as your relationship with them. 

Related: ABM + Outbound: How Targeted Outreach Moves the Needle on ABM

There you have them. As crucial as lead generation is to every business, the how is also just as important. It’s important for us to be aware of the common lead generation mistakes so that we don’t make them ourselves.

How to Build an Outbound Lead Generation Strategy from Scratch

We all know that an outbound lead generation strategy is quintessential to any marketing campaign, but isn’t starting one from scratch a little daunting?

However, there’s nothing to fear, the lead generation services experts are here. In this article, we help you examine the benefits of starting a lead generation strategy from scratch using something we like to call “The Callbox Method.”

So grab a notebook, whether you’re in the middle of strategizing or looking for something new to explore, we’ve got you covered!

The Research

Callbox believes that research is the best foundation for success and being able to properly conduct this in a systematic way will help you with your planning process. It may be surprising to note that research does even start with getting to know the customer but rather your own business itself.

  • What is our value proposition?
  • How are we better than our competitor(s)?
  • If we’re not, what sets us apart?
  • What kind of customers do we want to have?
  • How can we adapt to the growing needs of our prospects?

Asking questions like this will help determine if you can move on to the next step.

Related: More Than a Leads List: How Data Impacts ABM, According to Research

Your Foundation: The Customer Profile Selection Process

Each buyer has a unique persona, but we like to follow the ABM process because if you were to assign an individual persona and customized marketing for each buyer, we wouldn’t have enough time in the world to do anything else.

Before you even start building a master list of people you want to reach out to, you should first be able to qualify which personas will you be targeting. It is through this process that you can then start building your list out and categorizing where clients fit into.

Related: ABM Best Practices: Selecting and Profiling High-Value Accounts

Equipping Your Team

It is imperative that your team is on board with your lead generation strategy and that they have S.M.A.R.T. objectives laid out for them. A lot of smiles when S.M.A.R.T. is mentioned but even if it’s a foundational strategy, it’s still one of the best ways to goal set with your team.

Apart from having the right mindset heading into the battle for sales dominance, you also have to make sure that they are fully equipped for the war. This means getting them familiarized with the tactics that you will be using, the tools, and the feedback processes.

Make sure that they are familiar with the software and the buyer personas, too!

All of this has to be unified in order for them to do some “figurative” damage in the marketplace.

Customized Targeted Messaging

Once your team is equipped and your master list is slowly being built, it’s time for you to examine the buyer personas that you have and decide how you will tackle each. You have to note that personalization is key here and you may optionally group certain personas under one category if they tend to react or behave slightly the same as one another. Once you’ve sorted this out, take extra steps to ensure that your messaging for each persona group is distinct.

If you have the manpower for it, you can assign a point person for each buyer persona that you have. In this way, you’ve got specialization within your team which leads to efficiency in productivity.

Start laying down plans on how to leverage LinkedIn and other social media platforms, emails, and even a phone campaign. Check out how you can streamline the personas with the message that you want to bring forward.

Multi-touch Multi-channel Marketing

You cannot just stop by sending them an email. You have to be present wherever your prospects are present and allow your team to be able to deliver a message that is one and the same but expressed in different forms depending on the outlet that you are using.

Your message has to be seamless whether they are in your physical store, your marketing event, an ad on Facebook, or the content of the email that you have sent them.

But, wait.

Make sure that you do not flood them with constant badgering messages lest they find you annoying and never want to deal with you again. Keep it simple, but streamlined.

Related: How to Generate Leads Faster with this Proven Outbound Workflow

Lead Nurturing: Using Data

Almost everyone knows how to nurture, but you have to be able to do this using data. This keeps things accurate and clear-cut. You do not want to be lead nurturing people who do not want to deal with you any longer nor do you want to launch a lead nurture campaign without having a proper feedback process.


Make sure that you have a feedback system to ensure that you are still up-to-date with the goals that you have.

There are a lot of ways to build up your lead generation strategy and looking at it from scratch is often the best way to do it. It clears your mind from distractions and lets you focus on your core competencies and the foundation that you have. When done right, proper lead nurturing can be your ticket to better revenue and customer relationships!

‘It’s Expensive’ and Other Myths About Lead Generation Outsourcing

Outsourcing is no stranger to businesses. Most of the time it’s something that companies either practice or don’t, while others are either for it or against it. While it’s deemed highly useful and even essential, still many seem to be very misinformed about it. Many people have misjudged outsourcing based on the myths they’ve read or heard from others. It is biased opinions that generate even more myths about how outsourcing is unadvisable.

So, to renew the false mindset, we are going to debunk some of the most popular lead generation outsourcing myths.

#1 For Big Ones Only

Let’s get the biggest misconception out of the way first. Many companies think that only the bigger, well-established companies are entitled to outsourcing because they already have established finances to do so. This couldn’t be any farther from the truth. Outsourcing target markets are not solely dependent on a business’ existence.

It is in fact, small businesses that are in need of outsourcing companies. Since they are a small company, manpower tends to run on the low side, outsourcing is their best bet in being able to cover their responsibilities while the outsourcing team takes care of their leads.

Outsourcing to a lead generation company is a way of help as it re-aligns the interests of the individuals to the best interest of the company as a whole. Third-party lead generation companies can also help in fully assessing the status of the organization and suggest solutions to occurring problems that will be in the company’s best interest.

Related: 5 Signs Your Business Needs Lead Generation

#2 Outsourcing Sales Force is No Bueno for Branding

People argue that no one can sell your products better than you can. Of course you, as the brand creator, know your brand inside and out, but that saying doesn’t always prove true. It is a common misunderstanding that if you let an outsource force handle your sales, it will negatively affect your brand, but that couldn’t be further from the truth.

By outsourcing, it helps you establish a solid and well-crafted marketing plan. The outsourcing company you work with will have data from your customer surveys in the past, and with this acquired knowledge, your previous clients aid you in forming better marketing solutions. Having just an in-house marketing team would mean that they would spend more time in concluding surveys, interviews, and research and less time converting that information into a marketing strategy.

So, as you can see, outsourcing doesn’t damage your brand, but rather, it builds it up.

#3 Outsourcing is Unsafe for A Company’s Security and Privacy

We know and understand all too well that privacy and security are the most important aspects of a company and they should be protected at all times and never compromised. That is very understandable. There have been many articles on outsourcing that mention privacy breaches when discussing outsourcing. It’s no wonder that most companies are on the fence about getting an outsourced team in fear that it will affect them greatly.

We want to shed light on this misconception. In any business, trust is the ultimate key to successful and lasting relationships between partners. So when outsourcing companies acquire your information, it is in the best interests to help your company instead of exposing essential information such as finances. According to Deloitte’s 2016 survey, there is only 23% of the respondents said that cybersecurity risks affect their outsourcing decisions. This result shows that more and more companies trust their outsourcing teams to keep their information safe and confidential. 

Related: Everything You Need to Ask When Choosing a Lead Generation Company

#4 Outsourcing Produces Low-quality Output

This is the exact opposite of what outsourcing is truly meant to accomplish. Your outsourcing team strives to provide you with only the best outputs that are of top quality. One might argue that you cannot control the quality of the output close-up when hiring an outsource team, however, the truth is that outsourcing companies will always touch base with the company and work closely together with them to make sure that what they are creating is approved by the company and that nothing is being compromised. 

There is a lot that is at stake when the output is not up to par with your company’s standards. So, rest assured that when hiring an outsource team, the quality will not be compromised as their main priority is to help you market your services and products excellently and without compromise. 

Related: 7 Actionable Tips to Better Manage Outsourced Marketing Campaigns


And there you have it. These are some of the most common misconceptions about outsourcing to a lead generation company. What are other misconceptions you’ve heard before and how has actually worked with an outsourced team changed your perspective on it? Sound them off in the comments.

5 Rubbish Reasons Not to Invest in Lead Generation

The internet is filled with thousands of new content popping up each second. One of the most popular types of articles that crowd over our social media timelines are the ones that present you with a list of reasons why you should do this or why you should use a certain product. There are lists of different topics for every single business that you could think of. Yes, even for B2B lead generation.

You have probably already heard countless spiels about why you should be investing in lead generation, but today we are going to give you the common absurd excuses most businesses use on why they won’t invest in lead generation.

#1 Lead Generation is a Time-Intensive Task

Time consuming is the perfect term to describe this task and fairly so as preparation requires time. It takes a lot out of your energy, putting time contacting and evaluating your pool of prospects, following up on existing ones, and making sure that by the end of the day you have been able to turn the majority of them into sales-ready leads. Some people might even deem this task as a time waster and making too much fuss for what it’s worth.

However, investing in lead generation, even though it’s time-consuming, is your gateway to aligning how B2B clients start their road to buying nowadays. In addition, lead generation allows you to steer your attention into scaling your customer acquisition program. Other benefits of lead generation include shortening the sales cycle and improving your win rates. Moreover, lead generation helps you truly create a stepping stone to building stronger, more meaningful relationships with your clients based on trust and therefore it increases the return on your marketing investment.

It’s time to stop chasing the wrong prospects and running yourselves in circles and start investing in the right process of lead generation. Spare yourself from wasting time (and money) that could be spent more productively for your company.

#2 Lead Generation is Expensive

Imagine your average deal size is 10K, and your sales team’s average closing ratio is 30%. Now, let’s say you invest 20K per quarter on lead generation which is 80K in a year. This is a lot you might think and it would probably require a lot of leads to get your ROI. Truth be told, it’s not.

If you manage to generate 15 leads on the first quarter, and as you scale your lead generation process, you raise this number to 20 in the second quarter and then peak at 25 in the remaining Q3 and Q4, you’d have a total of 85 high-quality leads in a year. Not a lot on paper but if you convert 30%(remember, your close ratio) of the 85 leads you’ve accumulated, which is 26, you will end up with a Gross ROI of 260K and a Net ROI of 180K.

As you can see, even though you had to shell out a fair amount of money on lead generation, what you will receive in return is double or triple of what you initially paid for.

The bottom line here is that quality leads don’t come cheap. Granted, leads are leads, but are they qualified leads that you can convert into customers in the end?

Don’t hesitate in investing in a good lead generation strategy that guarantees you revenue and helps your company grow.

The Ultimate Lead Generation Kit eBook Cover

The Ultimate Lead Generation Kit!

Jumpstart your business using the best and latest techniques in Lead Generation.


#3 You’re A-okay!

Many mid to enterprise businesses share this same sentiment. Leads, either from referrals or word-of-mouth, come in easy-peasy, you don’t even need to stress about it. However, when your company reaches its peak, you can’t just be content with being stagnant. The next logical step is to tap into an alternative market (i.e.: mid-market), and that’s exactly when the need for lead generation comes in.

In most cases, businesses lack the talent, expertise, and resources to run and follow an effective lead generation plan. They’d end up sticking with the marketing status quo – which is sufficient in the short term but is definitely unwise in the long run.

#4 You’re Too Small a Company and Don’t Have Enough Resources

You’re a small business, yes. You have very limited resources, yes. Granted, taking all this into consideration, lavishing on fancy marketing campaigns or purchasing the latest tools for marketing isn’t always in the cards. However, investing in lead generation is crucial to the survival of your business. Yes, it may cost more than you’re most likely willing to shell out now, but you’re also going to greatly benefit from it in the long run. Don’t deny it. You know it’s true.

#5 You Already Have A Working Website

That’s great! That already shows that you’re serious with your business and ahead of the game than most other companies who don’t put enough weight into their own. The question is, is your website optimized for lead generation?

It’s not groundbreaking news anymore that people spend most – if not all of their time on the internet, lurking and stalking on social media. With thousands and possibly even millions of people visiting your website, you want to make sure that your website is optimized for lead generation. Make sure that it supports the integration of all the lead generating channels you use to be able to create seamless marketing campaigns to reel in quality and sales-ready leads.

Survey: 7 Things that Set the Best Lead Generation Companies Apart

It’s easy to look up lists of the best lead generation companies since there’s practically no shortage of rankings and reviews websites out there. But just because these agencies top the list doesn’t immediately mean they’re exactly what you’re looking for.

Rankings and ratings can vary from one source to another, and fluctuate from one period to the next. So, rather than making best lead generation companies lists as the be-all and end-all of your search for an outsourced marketing partner, use them as a starting point instead.

To help you with this, we analyzed dozens of top lead generation agencies lists from reputable sources and identified the most common characteristics of best-performing providers.

But we didn’t stop there. We also dug up client-side surveys and research to find out whether these characteristics are really what customers want in a lead generation provider. Here’s what we learned.

Targeted B2B Marketing Handbook: Guide, Checklists and Worksheets eBook Cover

Targeted B2B Marketing Handbook: Guide, Checklists and Worksheets

Find, engage and convert the right prospects with the right message.


Targeted Data Resources

Data has always been the fuel that drives lead generation campaigns. With the rise of data-intensive marketing activities like ABM and predictive analytics, data’s role has become even more crucial for success.

A survey of more than 250 B2B professionals featured on CMO.com reveals that marketers want lead generation agencies that can deliver both the right quantity and quality of data:

  • 89% of respondents believe that data quality determines the outcomes of sales lead generation campaigns.
  • Half of the respondents aren’t very confident in the quality of their own organization’s data, suggesting a need for third-party sources to fill the gap.

Industry/Domain Knowledge and Expertise

Another key characteristic that distinguishes the best lead generation companies from the rest is that they tend to have deep domain knowledge in their clients’ products and industry.

When the Agency Management Institute polled CMOs, marketing directors, and business owners about what they want from a partner agency, the results showed that:

  • The number-one response was “industry knowledge”.
  • The respondents also pointed out that industry expertise included having in-depth understanding of their business model, product specifics, and sales process.

Agility and Flexibility

Today’s marketing landscape is in a constant state of flux. Things change all the time; opportunities come and go very quickly. That’s why marketers gravitate toward lead generation agencies that can help them keep up.

SoDA and Forrester recently published the 2019 Global Digital Outlook, which surveyed both agency and client-side decision makers regarding the current state of marketing services. Among other things, the study found that:

  • 56% of top-performing agencies think that speed of delivery is becoming an important factor in winning new projects.
  • 63% of client-side respondents say that producing and deploying marketing assets quickly is a top priority.

Specialized Strategy

According to the 2019 Global Digital Outlook study, more than 50% of marketers partner with at least two agencies. In fact, for the past three years, the survey has found that an average of 70% of B2B organizations work with two or more partner vendors.

One of the main reasons why marketers farm out to multiple providers is to leverage specialized strategies and skillsets from different agencies. Marketers prefer specialists in an activity or area, especially now that lead generation has evolved into a more complex process.

A Forbes survey of North American marketers and agency leaders shows how much clients value a marketing provider’s strategic input:

  • More than half of client-side respondents want marketing agencies to offer substantial help with specific business strategy areas.
  • 35% of agency-side respondents also plan a bigger involvement in developing and executing business strategy for clients.

How would you choose the lead generation partner that best fits your needs? Here’s everything you need to ask when choosing a lead generation company.

Transparency and Accountability

The same Forbes survey also sheds light on a key factor that lets the best lead generation companies and agencies stand out: transparency and accountability. According to the study, only 30% of agencies think they do a good job of sharing information, while the rest admit there’s still room for improvement.

It’s not surprising that top-performing marketing providers also tend to be very open and transparent since, according to the 2019 Global Digital Outlook survey, these characteristics are among the main things that clients value:

  • 66% of client-side respondents are demanding greater detail on how their partner agencies track and report campaign activities and decisions.
  • Half of agency-side respondents point out that they’re also starting to notice the increased requirements for transparency from clients.

Robust Project Management and Campaign Tracking Tools

Speaking of accountability, best-in-class lead generation companies also tend to be those agencies who can leverage the right tools for managing projects and monitoring results.

As much as 71% of client-side marketers in a survey from Avidan Strategies complain that agencies still fall short of maintaining accountability, despite the fact that 55% of clients face increased pressure from CEOs and other executives to quantify results.

The 2018 HubSpot Agency Growth Report (which polled over 1,000 marketing agencies worldwide) clearly shows this unmet project management/tracking challenge among average marketing companies:

  • 80% of respondents say they use a project management software, but when asked which tool they need to improve services, these same agencies also cite the need to have a better project management tool.
  • Respondents also rank analytics/Reporting software as the second most important tool they need to better run their agencies.

Creative and technical talent

With the growing need to develop compelling content and mapping it to relevant audiences, having the right balance of creative and technical talent will be a critical factor that differentiates the best lead generation companies from the rest.

In the SoDA and Forrester survey, 66% of agency respondents say that competition in their space has intensified, while another 64% claim that the rising cost of talent continues to eat away at profits.

These trends are echoed among client-side marketers, according to the Avidan Strategies study. The report finds that:

  • 72% of client-side respondents think that most agencies are inconsistent and need to improve their ability to execute.
  • 90% of clients rank the quality of creative ideas and strategies as the number-one factor when evaluating potential marketing partners.


Again, best lead generation companies lists should be the starting point (not the end goal) of your search for a marketing agency. At the end of the day, the right lead generation partner for you will be the provider that has expertise in the services you need, proof of delivering success for past clients, and a high level of operational fit.

Outsourced Marketing: 5 Activities Best Left to the Experts

Business owners, marketers, and sales managers can’t do everything for themselves nor can they expect their team to do everything. In this day and age, it’s important that you be able to delegate to more specialized teams, it almost always leads to better results. That is why different services are now available in the market like lead generation services, database management, and sales development services.

In this short article, we discuss what marketing activities you should consider outsourcing!

Why Outsource?

Using specialized means to achieve a certain goal is always a primary option because specialization leads to excellent results and efficiencies in the business. Moreover, you have to understand that trying to do something you don’t specialize in doesn’t always yield the best results.

Time is wasted, skills have to be learned, and it is generally inefficient, to say the least.

1. Event Marketing and Planning

Have you ever tried to plan a family vacation with more than five people involved? Yes, you probably know where we are going with this.

Event marketing and planning is a specialized skill set that companies cannot properly pull off. It takes so many moving parts that event planning and marketing can be considered large and growing in the industry today.

People at event / trade show

For things like this, you’re better off hiring people that are specialized so that your team and yourself can attend your events and really be in the moment.

In addition, we’ve never heard of a party planning division in a traditional office, the best option is to leave it to HR, but even they do not specialize in it.

2. Customer Care and Support

Customer care is a tricky topic, but we’ll give you the benefits of allowing it to be outsourced.

Dealing with people requires a certain skill set and personality profile that you cannot just hire people off of the street and teach them to be truly altruistic or caring towards others. There are personality types involved and the hiring process is way too complex for an ordinary startup.

Although you could answer calls and emails as they come, once you start to grow they soon become way too demanding for you to deal with. When you hire customer care, you know that the agents assigned to your company are already previously trained in customer service and you have to do make sure they are trained with the workings of your company.

Related: Multi-channel Customer Experience and How it Impacts your Lead Gen Strategy

3. Lead Generation and Data Profiling

Lead generation is one of the biggest roadblocks to a growing company but the good news is that there are companies that specialize in this. You get to take advantage of in-house algorithms and established databases, and you get industry expertise that can only be gained through experiences.

Data profiling is another large obstacle that you have to overcome because it deals with data management. This is not a small feat for any company.

If you feel as if you’re already spreading yourself too thin, there is no harm in taking advantage of resources that are readily available to you through other B2B lead generation companies.

Related: 5 Reasons Why You Should Outsource B2B Lead Generation

4. Appointment Setting

Appointment setting and lead verification is another service that you can outsource because it’s repetitive and needs to employ experienced people who know exactly what they are doing.

In fact, many companies have made savings in allowing business process outsourcing services to do this for them. It’s a more systemized approach that allows you to take advantage of the infrastructure that’s already in place.

Making appointments isn’t easy, not only do you require specialized personnel, but even the headsets that appointment setters use have to be procured at higher prices that it is easier to have someone else do it away from the company.

5. Customer Research/Phone Surveys

Just as the example with appointment setting, phone surveys, and customer research is a call-based endeavor that does require specialized personnel and infrastructure. However, it also deals with data gathering and specific forms of data processing.

Meeting discussing research and survey results

Utilizing another company to do this for your frees up your time and resources to work on your own enterprise, plus it gives you the benefit of being more efficient with time as a resource. It will allow you to multitask and have the research ready for you to make actionable decisions.

Another added benefit of this is allowing yourself distance from the data so you have unbiased results to make knowledgeable decisions on.

As you can see, there are numerous benefits in allowing some business activities to be outsourced to other people. You do not only get the savings in resources and time, but you take advantage of experience, skills, and expertise, that your company is not well versed in.

The goal of any enterprise is excellence in its given field. If you want to do a better job, you have to make sure that you are also allowing yourself an avenue to find better people to do it for you. Want the easiest way to outsource your activities? Why don’t you try with the basics such as appointment setting.

The Lifecycle of MSP Leads: Using Content to Convert MSP Buyers

Managed service providers (MSPs) often find themselves in this dilemma — a business prospect listens to your proposed plan of how to manage their system, and they seem to agree with it. However, when they heard how much it would cost them, they forgot all the problems and pains they’d mentioned earlier.

So poof! There goes your prospect! This scenario, however, is not uncommon because a lot of SMBs are still skeptical about managed services. They might have a myriad of reasons why they have difficulty investing in the solution you are presenting to them.

No matter what the reason is, MSPs need to understand that if they want to sell their services successfully, they have to educate their customers. To quote former Hubspot Academy Vice President, Mark Kilens :

The businesses that are the best educators will be the most successful.

Remember, though that leading your customers to a buying decision is a journey that requires steps. In other words, education takes time — a lot of time.

Hence, the million dollar question is — what types of content will help MSP leads transition smoothly from level to level until they arrive at the buying decision?

Creating Product/Brand Awareness Without Being Annoying

Purple balloon standing out against yellow balloons (branding metaphor)

The buyer journey starts here, and there’s no better place to build and create awareness for your brand than on your website or blog.

Brand awareness is a tricky business, though. If you don’t do it right at this point, you can potentially hurt your business.


Most often than not, businesses have this impression that building your brand means talking about yourself and your achievement all the time. That’s a big mistake, of course. Have you ever tried talking to someone who only talks about himself all the time?

It’s annoying and tiresome. That’s because each of us has our problems, and our default is always to focus on ourselves rather than the other person. We don’t want another talker, especially if we are looking for a solution to our problem. All we need is someone listening to us.

Therefore, if you keep talking about the latest award you received or a new employee you hired, they might click, but they won’t stay. Your award or your new employee is not the answer to their pain. And you know for sure that clicks do not mean anything unless you are a news website. What you want is a conversion that leads to a sale.

What do your MSP leads want at this point? How do you introduce your brand while making them aware of who you are as a business?

Give them content in the form of how-tos and 101 articles. Through these types of content, you are giving them a step-by-step solution that makes life easier for them. Those solutions introduce the system and technology you have as well as showcase your expertise.

Nurturing MSP Leads at the Consideration Stage

At this point, your prospect already knows a thing or two about their needs and the types of solutions available. They are also beginning to compare solutions and usually choose the top three vendors before they finally decide.

To further strengthen your claim as an expert in the field and demonstrate your desire to help them, use demo videos and case studies on how you can solve the pain point they are experiencing at the moment through demo videos and case studies.

Remember: don’t make a sales pitch during this stage.

Although your prospect is looking for a solution, they are still gathering information. Making a sales pitch during this time can destroy your lead nurturing strategy.

Aside from demos and case studies, you can also present success stories that are both educational and entertaining. No matter what stage they are in their buyer’s journey, help them. If you can satisfy their needs, they will go with you onto the next level.

Getting More Personal at the Decision Stage

During this stage, your prospective customer has a thorough knowledge of your product and the solution you offer him. He might be “holding his wallet” at this point. If you convince him to make the purchase, a highly personalized content highlights your competitive advantage and unique value proposition.

The type of content at this stage should not only provide all the information your prospect would like to know before buying but also eliminate any objections they have that give them second thoughts.

The ideal content types you can use to accomplish this are FAQs, testimonials, case studies, product/service demos, and product comparisons. You can also offer a free trial or conduct an audit, so your MPS leads and prospects have a first-hand experience of your product.

Learn how we planned, executed, and refined this managed IT firm’s campaigns in this short video.

Wrapping It All Up

Content is indeed essential in attracting, nurturing, and converting customers; thus, MSPs need to consider the purpose of each content they put out there. They also need to understand that at the heart of every successful content marketing campaign is a solid buyer persona. When you, as a service provider, know who your ideal customer is, you’ll be able to create content that will inspire your MSP leads and make them take further action.

Once you have your buyer persona, you also need to consider each sales cycle stage. Put yourself in your prospect’s shoes and imagine what kind of content would you consume at each stage. More so, what type of content would lead them to a purchasing decision?

Related: B2B Customer Acquisition Examples: 10 Campaigns to Learn From

5 Reasons Why You Should Outsource B2B Lead Generation

Businesses who nurture leads make 50% more sales than those who don’t. While your business can’t afford to throw away half of its revenue, you may be concerned that it can’t pay for a specialist agency to generate its leads. However, getting the specialists, or lead generation services providers, to handle your sales is not only a cost-effective way of making money for your business, but it also gives you access to a lot more than a sales team – as I explain below.

1. Lead generation companies do a lot more than you think

Do you have reservations about using an external company for B2B lead generation because you think they’ll take your money run? That it’ll make a couple of calls and leave it at that? Well, it might surprise you to discover that not only will they deliver you results, but they’ll deliver them in a variety of ways.

Lead generation companies may specialize in one area, but often they are multi-facet experts who can cover all of the following services:

  • Content marketing
  • Email marketing
  • SEO
  • Social media
  • Appointment setting
  • Event promotion
  • Content creation

While you may think you’re hiring a company to get you more sales (and you’d be right), as you’ve seen from the services above, investing in a lead generation agency can bring a lot more benefit to your organization than just new business.

Callbox pricing

2. Contacts and data mean they speak to the right people

One of the main problems companies encounter with an in-house outreach program is the resources they have. Good lead generation is about speaking to the right people at the right time and that comes down to having the correct contacts and data – resources that allow an outsourced lead generation company to speak to the right people.

Contacts and Data

I’ll explain the value of resources to you by using the example of Callbox: Callbox has a large in-house database of over 44 million business contacts from companies across the world. This means it can select from a much wider source of sales leads than your business is able to. Callbox also has 300 data specialists, meaning it can determine which leads are qualified.

Buying access to the contacts and data owned by a B2B agency is a quick way of getting the resources you need to generate the leads your company wants. You could direct your own workers to generate leads, but it would take them time to build up a contact list and develop the analytical skills to separate the good leads from the bad.

Related: A Step-by-step Guide to Building and Profiling the Right B2B Leads List

3. It lets you focus on the things that have to be done in-house

Whatever area of B2B your business operates in, one thing will ring true – the thing that generates revenue for your company is its USP. Why? Because it’s the asset you possess which can’t be bought elsewhere. If you want to generate as much money as possible for your business then you need to focus as much of your resources as possible on its USP.

Outsourcing your lead generation to an agency allows you to do precisely that.

4. Results, results, results (that can be reviewed more efficiently)

The commission is one of the key features of sales. It gives the sales team an incentive to win more business and takes some of the costs away from the person paying for the service. Outsourced B2B lead generation agencies are sales companies at heart and many of them use a commission-based fee structure. They are geared towards delivering the results your business demands from its lead generation strategy.


Like other services which you pay for to advance your business – such as PPC, or social media marketing (the latter being something you can get from an outreach agency) – your results are presented as detailed reports that are set against metrics. This means you can see exactly where the campaigns run by your outreach team have succeeded (or failed, as will occasionally be the case from any lead generation strategy).

The result is that you can effectively review your B2B campaigns and make sure there is an ongoing improvement in the number and quality of your leads – especially if you’ve selected an outreach agency that’s working on commission, as it has a vested interest in generating you more and better leads.

5. It’s a cost-effective way of winning more leads for your business

Every business has visible costs – if a company has an office then people know it has to be paid for, if it has staff then outsiders are aware that they earn a salary. But there are many costs hidden away from the public eye, such as insurance, training, sick days, and software. Outsourcing your B2B lead generation allows you to strip away some of these, making it a cost-effective way of earning you money.

If you’re running a B2B ecommerce company, lead generation is the lifeblood of your business. However, it’s not always that easy to generate enough leads to keep your business profitable. Setting up an email list, creating a sales funnel, launching offers, and creating lead capturing assets are just some of the many tactics you can use to find prospects for your business – but these all require significant expertise and investment.


A lead generating agency, on the other hand, focuses on driving growth for e-commerce businesses. And that’s all they concentrate on. An agency also has its own dedicated staff and optimized systems that are fine-tuned to develop hot leads. Conversely, If you want to carry out your own leads you’ll need to hire and train staff to do it or do it yourself – each of which costs time and takes your resources away from your business’s USP.

Before choosing a lead generation agency, it’s important to do your research. If possible, scan reviews, and testimonials, and ask for referrals. At the same time, it’s advisable to ask your preferred outsource partner questions about their processes, and tools, whether they have their own CRM software, and if it will be able to integrate with your B2B CMS for a seamless experience. In B2B, an individual sales lead or a sale can be worth a lot of capital, so really put some thought into the customer experience journey pre and post-sale.

While there’s no hiding the fact that using an outreach agency does cost you money, it also saves your business money too. So unless you want to pay the true cost of generating your own leads, you’ll be wise to pass on the hidden costs to the experts.


All businesses want to keep costs low and plenty think the answer is to look after everything in-house.

While there are some things that must be kept in-house, many tasks can be outsourced and dealt with cheaper and more effectively by specialist companies. B2B lead generation is one example of a vital business component that can be outsourced.

So review the five reasons I’ve outlined in this article and if you can’t find a genuine counter to them, get in touch with a lead generation agency today.

The What, Why, and How of Choosing a Lead Generation Services Company

Lead generation is the lifeblood of any business. As much as it is essential, however, it is also a challenging undertaking. According to a 2017 study conducted by CSO Insights, 68 percent of B2B companies are struggling with their lead generation systems.

If you are one of these companies, you might have or have not realized that you cannot push this need on the back burner. You either sink or swim. Thus, the next logical step is to partner with a lead generation services provider such as Callbox.

What Can a Lead Generation Company Do for You?

A lead generation services company has its area of expertise. It might offer one or more, or even all of the following services:

The expertise they offer on one or more of the services mentioned above leads to higher productivity and lower costs to your company. More so:

You get the most qualified prospects saving your sales team from any activities that can affect their productivity.

You free your sales team from any frustrations or burdens because they don’t have to do tasks that do not align with their expertise.

Your lead targeting, qualifying, and appointment setting become much better leading to more sales.

You have an expert partner that can help you evaluate your lead generation system as well as its result much better.

Generate more sales meetings, and grow pipeline value faster with multi-channel account-based marketing

Do I Need a Lead Generation Service Company?

You might say, “Okay, I’ve read the benefits of partnering with a lead generation service provider, but do I need one?”

There’s no other way to find that out other than assessing the needs of your company. Maybe you need all the services mentioned above, or perhaps you only need a couple of those services to boost your lead generation efforts.

Which areas do you fall short of when it comes to lead generation? Some of these areas are:

  • Determining your buyer persona
  • Identifying the preferences of your buyer persona
  • Getting leads
  • Turning leads into appointments
  • Data gathering and record keeping during lead generation

Once you assessed your needs, you will be able to determine the areas you need help in.

Choosing a Lead Generation Service Company

Once you determined what you need, it’s time to choose. With the many lead generation companies out there, asking the right questions will lead you to the right partner. Here are some points to consider:


When we’re talking about experience here, it’s not just the number of years a lead generation service has been in the business. We also mean their expertise in your niche or your industry. That’s because the approach between each industry is different. The technique that might prove useful to a software company might not work with a medical or financial company.

However, if you have to choose between a great lead generation company (they have stats and numbers to speak for them) and a good company with experience in your industry, pick the great one.

Check out how a B2B logistics brand won $6M in new deals using lead generation



How do they get the leads? When it comes to getting leads, some build their lists by randomly cold-calling people, which is not good. Others, on the other hand, have a comprehensive content marketing strategy that attracts high-quality prospects.

How about qualifying the leads?

Any great lead gen company has a clear, specific, and well-developed guideline when it comes to lead qualification. Above all, this guideline should be aligned with your own. Let’s look at the two categories of qualified leads again:

  1. Marketing-qualified leads (MQL) — have been identified by your marketing team as very interested in your products or business.
  2. Sales-qualified leads (SQL) — vetted by your sales team as very viable prospects

To effectively acquire quality leads, you need to employ tracking techniques like segmentation, lead scoring, and more. The more specifically you define what a qualified lead is, the better. For example, a sales-qualified lead for you is someone who is not just interested in your product or business but also someone who provides you their information through a form on your landing page.


Any reputable and reliable lead generation agency employs digital tools that allow them to automate, track, and manage the various aspects of their services. The quality and scope of the tools they use reflect the kind of company they are and how much they are willing to help their clients achieve the results they want.

You should also check whether the tools they use can be easily integrated with yours as well as integrate with the CRM you are currently using. It is a good sign if they are flexible enough to adjust to your preferences.

Related: Not Just an Address Book: 4 Hacks to Turn a CRM into a True Sales Tool


Before closing the deal with a lead gen agency, both should make their expectations clear enough to avoid any disappointments and frustrations. What guarantees can they give you when you hire them?

You should also ask whether they are expecting to have a long-term partnership with you or will only work on the current project. Such points should be raised at the very beginning, so you know what kind of deal you are getting into.

Related: 7 Actionable Tips to Better Manage Outsourced Marketing Campaigns

Wrap Up

You might not have considered partnering with a lead generation agency but doing so can save you and your team from the hassle and stress. Use the guidelines here to find the lead generation agency that will fit your needs. And remember – don’t be afraid to ask questions.

B2B Customer Acquisition Examples: 10 Campaigns to Learn From

Unicorns like Uber, Airbnb, and Etsy have one key lesson that marketers in the B2B space can (and should) pick up. These tech brands have managed to adeptly pivot and scale their customer acquisition efforts as their business evolved.

For these three companies, winning their first 1,000 customers was vastly different from growing their customer base to 1,000,000 paying users. As their customer count expanded, their growth goals and challenges shifted, which required a corresponding change in their customer acquisition strategies.

Word-of-mouth had proven to be very effective during their early stages, but all three companies began relying on more traditional acquisition tactics as they steadily hit one growth milestone after another.

That’s the power of having the right customer acquisition strategy, and it works the same way for B2B organizations as it does with consumer-focused companies.

In today’s post, we’ll take a deep dive into 10 real-world examples of B2B customer acquisition campaigns that actually produced proven results in terms of deals won and revenues generated. You can also go straight to closing deals with the help of an outsourced lead generation campaign.

The examples cover a wide range of B2B scenarios—from SMBs to enterprises, single channel to multi-channel strategies, and digital to traditional marketing. Anyway, let’s get started.

The Ideal B2B Customer Acquisition Process

Before we dissect these ten customer acquisition examples, let’s first answer the question: what does an effective B2B customer acquisition strategy look like? Four key ingredients need to be present in order to create a solid customer acquisition program:

  1. Relevant:  Buyers make a purchase based on how a brand fits their needs at the moment.
  2. Diversified:  Customers come from different sources and respond to different tactics.
  3. Persistent:  Customer acquisition is a continuous process, not just a single campaign.
  4. Scalable:  The process for generating new business must be able to keep up with growth.
  5. Flexible:  Customer acquisition also needs to evolve with how potential customers buy.

We’ll now see how each of these characteristics translates into actual customer acquisition processes.

B2B Customer Acquisition Examples

When writing this post, I came across numerous case studies and whitepapers on real-world B2B customer acquisition programs.

But I chose the ones that really stood out in terms of sales results and new business acquired. Plus, I also wanted to cover as much ground in this post, so I went for a diverse set of customer acquisition strategies, different levels of business maturity and various industries.

1. Intronis (multi-channel direct mail marketing)


Cloud-based data security provider Intronis has more than 50,000 customers. It primarily sells to a network of MSPs that offer Intronis-branded backup, security, and data protection solutions.

The company wants to focus on acquiring small- to medium-sized MSPs partners and generate at least a majority of new accounts from this segment.

The main target prospects for this effort are owners and IT directors, which Intronis says are typically difficult to reach via traditional channels.


Intronis decided to use a unique strategy which they had never tried out before: a multi-channel campaign centered around direct mail. The marketing team’s research indicated that the usual tactics probably wouldn’t be very effective with the target prospects. So they chose a whole new path:

  • Send out two direct mail pieces to target prospects in order to land a 30-minute meeting
  • Follow up via email after each piece
  • Include a classic Atari video game replicator and other gaming consoles to incentivize response


  • 35% conversion rate
  • 700% ROI
  • 11 new customers

2. Optum (integrated marketing strategy)


Optum is a $37-billion healthcare tech company that provides healthcare analytics, healthcare management, revenue cycle management, and compliance solutions.

To promote a newly-launched product line, Optum carried out demand generation and thought leadership initiatives. But this required tying the different activities together into a coherent customer acquisition process.


Achieving this goal meant the company needed to plan and execute an integrated marketing campaign. The strategy they came up with combined:

  • Advertorials
  • Display ads
  • Email
  • Direct mail
  • Campaign website


  • 5,100% ROI
  • $52 million in new business

3. PR Newswire (accelerated sales cycle)


PR Newswire is one of the world’s leading news distribution, audience targeting, and content marketing service providers. Having already been in business for more than 60 years, the company is starting to notice the huge shift in how potential customers buy their solutions.

Customers now have greater control of the buying process, so PR Newswire understands that they need to move past product-centric messaging and focus on what buyers care about.

But to deliver the right message at the right time to the right person in a crowd of 25,000 prospects and customers, the company’s approach at acquiring new business also needs to scale.


PR Newswire rolled out a customer acquisition program that enabled the company to engage prospects with relevant content:

  • Automating touches as much as possible
  • Targeting and segmenting prospects using granular data
  • Providing what prospects expect at each stage of the sales cycle
  • Engaging prospects through multiple channels


  • 8% growth in SQLs handed to sales
  • 7% increase in number of won deals
  • 30% shorter sales cycle

4. RewardMe (startup winning its first high-value account)


RewardMe is a customer loyalty platform for restaurants and retailers. During its early days, the company pursued its first big deal with one of the largest franchises in the United States.

Jun Loayza, RewardMe’s co-founder, was introduced to a key person in the franchise by a mutual acquaintance. The main challenge was to leverage the referral and turn it into a very favorable business outcome.


According to Jun Loayza, his approach at winning the high-value deal consisted of:

  • Scheduling a discovery call to ask crucial preliminary questions
  • Personalizing the solution to match the client
  • Finding out how RewardMe stacks up against the competition
  • Preparing a 30-minute presentation (20 minutes for the pitch and 10 minutes for Q&A)
  • Never sounding too eager or too desperate to close the deal
  • Setting a definite deadline for the prospect to make a decision


Just two days after their face-to-face meeting, RewardMe locked in a 12-month contract with the large franchise. RewardMe continues to apply the strategy to close other large deals, which has so far produced consistent results.

5. SAP (account-based marketing)


With 77% of the world’s transaction revenue passing through an SAP system, SAP is a clear market leader in the enterprise software space.

SAP America wanted to cross-sell other solutions in its product portfolio to the top customers in the region. The problem was that its current marketing activities weren’t personalized or targeted enough to generate the response SAP expected.

In its messaging, it wasn’t very clear that SAP knew exactly which product its most strategic customers were already using.


The SAP team felt the best way to deliver a dedicated campaign to each of its top accounts was through an ABM program. The company then took the following steps:

  • Consulted with experts on building an ABM model
  • Acquired internal buy-in for the proposed ABM program
  • Started with a few accounts (5) as test case
  • Do a deep research on each target account and used acquired insights as guide


Within two years after the start of the program, SAP’s ABM initiative was able to produce:

  • 55 high-value target accounts
  • $27 million in new pipeline opportunities
  • $57 million in revenues

6. Volvo Construction Equipment (CRM-driven multi-channel marketing)

Volvo Construction Equipment (Volvo CE) is an international manufacturer of premium construction equipment. With more than 14,000 employees, It’s one of the largest companies in its industry.

Volvo CE faced the challenge of nurturing and converting more prospects from their SEO and social media efforts. With B2B buyers increasingly in control, it’s very hard for organizations like Volvo CE to pinpoint which channel leads will interact with the brand.

SEO and social media drive traffic to Volvo CE’s website, where they’re converted into leads by asking them to subscribe to the company’s newsletters.


Volvo CE extensively relies on its CRM tool to collect data and extract insights helpful in lead nurturing and conversion:

  • Once leads are generated, their data is stored in Microsoft Dynamics CRM.
  • The company’s ESP is integrated with Volvo CE’s CRM and website.
  • Leads receive a series of emails which are relevant to their needs based on data pulled from the CRM tool.
  • These are determined based on pages viewed, products purchased, etc.


With its personalized lead nurturing program made possible by the effective use of CRM data, Volvo CE has seen the following results:

  • Increased their email open rates from 15% to 20% in 18 months
  • Generated $100 million in revenues from digital marketing activities

7. Thomson Reuters (marketing automation)


Thomson Reuters bills itself as “one of the world’s top sources of answers” providing news, information, data, analysis, etc. for businesses and professionals in various fields. But when it comes to marketing automation, the company had a lot of questions.

For years, Thomson Reuters followed a spray-and-pray approach at email marketing. Its marketing team hadn’t clearly defined what their ideal leads looked like and therefore tended to leak out at different points in their funnel.


The chief reason why the company hadn’t followed a precise lead definition was a lack of alignment between sales and marketing.

In order to fix this, the company needed to overhaul its marketing automation process and platform, which also led them to:

  • Adopt a common lead definition that sales and marketing agree on
  • Standardize the sales process
  • Implement a lead scoring system


  • 175% increase in revenue attributed to MQLs
  • 23% jump in total leads generated
  • 72% reduction in lead conversion time

8. G Suite (referral marketing)


For the uninitiated, G Suite is Google’s collection of productivity and collaboration tools that you and I use every day. It now has a user base of more than 5 million paying businesses.

But when it was released in 2006, G Suite (originally Google Apps for Your Domain) needed some clever referral marketing in order to gain traction with users.


Google incentivized signups by paying program participants cash for each new user they bring onboard:

  • Referral links and coupon codes were provided to program participants.
  • A participant gets $15 for every qualified new user that signs up through his/her link.


As of year-end 2018, 5 million paying businesses use G Suite, and it’s also one of the most widely-used software products today.

9. Zoho Mail (targeted referral strategy)


Like G Suite, Zoho Mail was also launched amid a great deal of referral buzz back in 2013. But Zoho’s referral program appeared to be a little more targeted than Google’s.

The campaign was aimed at SMBs, which were the target market for Zoho’s hosted email mail solution. Everything about the program was tweaked to reflect the needs and preferences of this audience.


The referral program gave existing users up to 20 free accounts for simply bringing in new signups:

  • A referral page provided an online hub for the signup and work-of-mouth process.
  • The page simplified registrations and sending out invites, using minimal form fields.


Since the referral program began, Zoho Mail has signed up over 10 million business accounts.

10. MSP Company (multi-touch, multi-channel marketing)


The company is a managed IT provider, and is one of our long-term customers. I just wanted to share how this MSP firm’s customer acquisition process is as close to ideal as it gets.

This client has two headquarters, one in the United States and the other in Australia. We’ve been working with this customer for years now and have helped them reached key business milestones.


In one of the campaigns we managed for this MSP, they won new contracts that helped them reach their quarterly numbers.

This MSP company already had a well-defined customer acquisition program, so it was easy to integrate our strategy into their process:

  • Identified and profiled key IT decision makers in the target companies
  • Carried out multi-channel outreach with phone, email, and LinkedIn
  • Nurtured and converted prospects through personalized, one-on-one touches


  • $150,000 in new contracts
  • 90 qualified sales appointments


 If we compare all 10 examples of B2B customer acquisition campaigns we’ve seen so far, it’s clear that much of the success in generating new business boils down to engaging and connecting with your audience, as well as adapting strategies that are relevant to your target prospects at a given moment.

Best Lead Nurturing Outcomes: Insights from Parenthood

The most often used metaphor experts use when talking about lead nurturing is scoring a date with your ideal partner where first impressions do not make as much impact as they used to.

Although that comparison provides a lot of insight, there’s a better analogy that can provide a multi-faceted perspective on lead nurturing. That is no other than parenthood, specifically that of taking care of a baby.

Why not when parenthood is all about nurturing. And we will use this allegory to provide a balanced insight on how you can take care and guide your sales leads to becoming customers.

Setting up a united front

Before the baby arrives, parents have already discussed how they’re going to bring up the child. It is important that the husband and wife agree on each principle or they will end up having a confused child. Worse, they can even do more harm than good to their kid if each of the parents has their own set of rules and nurturing methods.

In the same way, the key departments — in which case are the marketing and sales departments — involved in lead nurturing should have a united front, a common perspective.

Like two parents who might not agree on all things but have to reach a compromise to create a harmonious family, your sales and marketing teams need to align themselves with each other to achieve a common goal. Because they are coming from two different viewpoints, they can bring unique and valuable insights to the table and support each other in building customer relationships.

Related: What is Smarketing? (And Why It’s Important)

You don’t just feed the baby anything

You don’t just feed the baby anything

Babies need food — that we know without a doubt. However, we don’t just feed them any food. Moreover, feeding them inappropriately can also cause them to get sick. In the same way, you need to prepare content that is suitable for each sales cycle.


No matter how great your content is, if given at an inappropriate time, will lose its impact.

So how do you determine what content to deploy to your leads? Customer journey mapping!

According to Moz, there are four stages in the sales cycle – discovery, consideration, conversion, and retention.

1. Discovery

It’s the stage where you attract leads through engaging content in the form of social media posts, blogs, or video marketing campaigns.

Let’s say you are in the food industry niche, and you can create content that ranks well with the keyword, “best restaurants in (place).” It will attract potential customers to your site while educating and inspiring them at the same time.

2. Consideration

This stage should inspire curiosity to your customers and gearing them towards a buying decision.

Here, your sales team identifies potential problems, forward them to your marketing team who, in turn, create relevant content. At this point, your content should be persuasive and more specific to your target, showcasing your product or service.

3. Conversion

When you want to convert your leads, you want to highlight your services or products further. This time, however, your content should be more data-driven.

4. Retention

Even if your leads become your customer, the journey does not end there. You want them to be repeat customers; thus, you nurture them by creating content in the form of tutorials, support, services, and many more. Sending a follow-up email is also good practice, especially if you want to make another sale.

Related: Stages of a B2B Sales Pipeline (and Ways to Increase Your Sales Success Rate)

Lead nurturing does not have to be stressful

Lead nurturing does not have to be stressful

Lead nurturing, like parenthood, can be stressful. However, there are systems and processes that make both less stressful. For parenting, you need to train your children while lead nurturing, having a CRM, and automating your marketing solutions can maximize your efficiency and gain more customer insight.

Some of the areas you can improve when you automate your campaign includes:

  • More personalized content – Your automated marketing tools can help you track your customers’ behaviors allowing you to create more comprehensive lead profiles. Such insight enables you to deliver more specific solutions based on their needs and preferences.
  • Targeted list – You can use the same information you have in creating customer profiles for building a targeted list. Such a list will save you time, money, and effort, not to mention very profitable. According to the Email Stat Center, segmented email campaigns have generated a 760 percent increase.

Communication is the tie that binds

Whether it is in the context of parenthood or marketing, communication is the key to have a successful outcome.

Spouses need to effectively express their feelings, thoughts, and opinions with each other. They also need to have that same level of transparent communication with their kids.

From a business standpoint, your sales and marketing team need to align themselves with each other and also provide leads with relevant and timely content.