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5 Reasons Why You Should Outsource B2B Lead Generation [GUEST POST]

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 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 it’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:

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.

 

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 into generating 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.

 

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)

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. What this means is they are geared towards delivering the results your business demands from its lead generation strategy.

results

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.

Cost-effective

A lead generating agency, on the other hand, focuses on driving growth for ecommerce 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’ USP.

Before choosing a lead generation agency, it’s important to do your research. If possible, scan reviews, testimonials, and ask for referrals. At the same time, it’s advisable to ask your preferred outsource partner questions about their processes, 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.

 

Conclusion:

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.

 

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Author Bio:

Guest Author Avatar

Kayleigh Alexandra is a writer and campaign designer for MicroStartups, a website focused on the charity world and microbusinesses. With years of experience in the sustainability, marketing and creative industries, Kayleigh knows how to grow a business from the ground up. Visit her blog or follow her on Twitter @getmicrostarted for the latest startup and entrepreneur-based news and tips.

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 harm than good to their kid if each of the parents has their own set of rules and nurturing method.

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.

 

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.

Tip!

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 identify 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.

 

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 for 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.

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

 

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 and Facebook.

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18 Outbound Lead Generation KPIs to Track in Your B2B Dashboard

Not all marketing KPIs are created equal. Some are meant to be measured at fixed intervals, while others have to be closely monitored round the clock.

In today’s post, we’ll take a look at the latter group. Specifically, we’ll focus on several outbound multi-channel lead generation KPIs that need constant monitoring. These metrics need to be displayed on your dashboard all the time to give you a good grasp of your day-to-day marketing activities.

 

Tracking and Improving What Matters

In the old days, outbound lead generation used to be all about cold calling and paid advertising. The priority was volume over relevance, quantity over quality, reach over precision.

Today, outbound lead generation relies on targeted, relevant, and timely prospect outreach. The focus is now on high-quality interactions and conversions.

This is why outbound marketing now plays a key role in winning new and repeat customers, as well as driving results for ABM programs.

With its recent functions and focus, outbound lead generation performance is now measured using a new set of metrics. These numbers include KPIs that track campaigns on a tactical and logistical level, not just the strategic picture.

It’s important that you closely monitor these KPIs. These numbers give you a sharp view of what’s happening in the trenches, and complements the bird’s eye view you get from looking at other marketing metrics.

Here’s a screenshot of Callbox’s Pipeline CRM showing these KPIs in action. We’ll go over some of these numbers in the next section.

Callbox Pipeline CRM

 

Outbound Multi-Channel Lead Generation KPIs

Modern B2B lead generation campaigns are typically made up of a number of marketing channels. These include a combination of outbound and inbound initiatives.

An effective outbound B2B lead generation program includes:

  • Phone
  • Email
  • Social Media (LinkedIn)
  • Live Chat
  • Remarketing

Phone

Phone outreach fulfills various functions in the modern outbound marketing program. Marketers use it to connect with top-of-funnel prospects as well as convert leads further down the pipeline.

This has led to an explosion in the types of metrics to measure the performance of phone-based outreach campaigns, covering various areas like data quality, activity/volume, reach rates, conversation quality, etc.

But the core KPIs to look at in order to get a feel for day-to-day phone-based outreach operations are:

  • Total Calls: This is the number of calls made in a given time (usually per hour, per day, etc.)
  • DM Reached: The number of target decision makers successfully contacted (also expressed as percentage of total calls or positive contacts)
  • Positive Contacts: The number of answered calls (also expressed as percentage of total calls made)
  • Success Calls: Calls which resulted in an appointment, lead completion, or any target action

Email

Different types of outbound emails (such as cold emails, nurturing emails, follow-up emails, etc.) enable personalization at scale in a lead generation program. That’s why no matter what the naysayers claim, emails continue to be a go-to channel for practically every B2B marketer alive today.

Email KPIs fall into various categories (such as deliverability, engagement, response, conversions, etc.), but the important metrics to track in real-time include:

  • Emails Delivered: The total number of sent emails that didn’t bounce (often expressed as a percentage of total email send-out volume)
  • Opens: The number of sent emails opened by recipients (also taken as percentage of total emails sent); what constitutes an “open” can vary from ISP to ISP
  • New Email Contacts: The number of new valid records added to list (can indicate how fast email database is growing)

Email metrics like click-through rates, bounce rates, and spam complaints are also crucial KPIs to monitor. But these are best observed over time, since these tend to be noisy in real-time.

Social Media (LinkedIn)

LinkedIn remains the best social media platform for B2B lead generation. LinkedIn currently has 590 million users and continues to add users at a rate of two per second. Plus, nearly half (45%) of LinkedIn users are in upper management.

Depending on the specific LinkedIn lead generation tactics you’re using, here are the daily KPIs you need to keep track of for this channel:

  • Connections: The number of LinkedIn contacts you have a first-degree connection with (gained either when they accept your invitation or you accept theirs).
  • Groups: The number of LinkedIn Groups you’ve joined and are actively participating in (measures potential for reaching a targeted audience and building authentic relationships)
  • Invites Sent: How many invitations to connect you’ve sent out at a given time (used as base for comparison with number of connections)
  • InMails Sent: The number of InMails sent out
  • Leads: The total number of LinkedIn connections that meet your lead profile

Live Chat

Marketers and sales reps increasingly rely on live chat to engage outbound leads. Live chat is an ideal channel for boosting outbound lead generation results, since it’s the fastest and simplest way to start a one-on-one conversation with a lead.

To stay up-to-date with how your live chat channel is performing, make sure to track the following KPIs:

  • Inquiries: The number of chat inquiries received in a given time (useful to determine surges in chat volumes and to respond accordingly)
  • Appointments or Leads: How many qualified appointments or completed leads generated via live chat

Remarketing

Remarketing is a fine example of using outbound tactics to turn inbound prospects into leads. It works by targeting online ads at people who have already interacted with your company before (such as a prior website visit).

This is why remarketing now forms a key component of the modern outbound lead generation program. These are the remarketing KPIs to closely watch in real-time:

  • Clicks: These are the number of clicks your remarketing ad receives
  • Impressions: The number of times your remarketing ad is shown
  • Click-Through Rate: A ratio showing how often people who see your ad end up clicking it.

These KPIs are also ideal stats to test out when running an A/B experiment on your remarketing ads.

 

Conclusion:

These are some of the outbound multi-channel lead generation KPIs you need to constantly monitor. Of course, there are other important KPIs you also have to periodically track and analyze, though not as often as these metrics. Keep in mind that you cannot improve what you can’t measure.

 

ABM Sales Funnel: Turn Prospects into Leads, Convert Leads to Customers

The marketing industry has a new buzzword – flipped sales funnel or account-based marketing (ABM) sales funnel. The concept gained more traction during a marketing event in Atlanta.

What is this flipped ABM sales funnel and how different is it from the traditional sales funnel?

Good question!

As B2B marketers are already aware, the traditional sales funnel flows like this:

Traditional Sales Funnel

Awareness

In the awareness stage, prospects notice a pain point and want to find out more about it.

Here’s a neat way to understand what happens in the Awareness stage:

  • Recognize a need
  • Research and seek information
  • Refine the problem (make it clearer and more specific)

It is important to take the necessary steps to ensure that your brand is visible and can be picked up on a potential customer’s radar. Putting out content that answers common questions asked by prospects in the awareness stage is one way of attracting them.

Consideration

Prospects have narrowed the problem down and are learning about possible solutions. Prospects will also begin to check out the products/solutions of possible vendors(including your company), and they compare which one fits their needs best.

This summarizes what leads do in the Consideration stage:

  • Estimate potential impact
  • Explore valid solutions
  • Evaluate each option

Decision or Purchase

Prospects have chosen a solution and are comparing potential vendors. The final stage when your target becomes a buyer.

These key points best describe the Decision stage:

  • Compare solution providers
  • Consult all stakeholders
  • Choose a vendor

The flipped ABM sales funnel works similarly, but the focus is different. If in the traditional sales funnel you focus on prospects and try to qualify them, the flipped sales funnel encourages marketers to focus on the company’s decision maker within an account and engage them, so they become your brand advocates.

 

A Closer Look at the Flipped ABM Sales Funnel

Just like the traditional sales funnel, the flipped ABM sales funnel also has four stages – identify, expand, engage, convert.

The Flipped ABM Sales Funnel

Let’s take a closer look at each of them:

Identify companies and contacts

As mentioned earlier in the article, this kind of funnel focuses on several decision makers in your target accounts. In other words, you have to identify and profile multiple points of contact.

First, determine how many accounts match your ideal account profile (IAP). An IAP is a company that perfectly fits your solution. Then, identify who the decision makers are and the role they play in the purchase process.

This visual guide goes over the process of selecting and profiling high-value accounts.

Expand contacts within target accounts

Once you created the dream company (account) you have for your solution, you need to expand by adding more contacts to it. The contacts are the people who will use the products and service you have.

It is indeed the exact opposite of the traditional sales funnel where you have to start outside (qualifying the leads) and inside (create the account). More so, the flipped sales funnel shortens the process because you start with the key person.

Engage prospects using a multi-channel lead generation approach

Engagement is the primary step in traditional marketing to make your prospect aware of your brand; however, it comes third in the flipped sales funnel. Like in traditional marketing, you have to utilize all the marketing channels at your disposal to engage your prospect.

At this point, you already know who your key target contacts are; thus, you can personalize your campaign and target their needs, pain points, and motivations more specifically. And that gives you a better chance of winning them to your side.

Convert into leads, customers and brand advocates

Nurture and follow up each interested decision maker in order to move them into later stages of the sales process. Make sure to leverage marketing automation to deliver personalized messages in context.

Giving your customer a tailor-made experience as they journey through the sales process makes the journey enjoyable. Moreover, the personalized service makes them feel important. Consequently, a happy customer will tell others about their experience with you, making them an advocate of your brand.

 

Meeting Halfway for Better Success

The principle presented in the flipped sales funnel is perfect; however, there’s not a lot of evidence that can prove that it works perfectly and brings more results than the traditional sales funnel. But that doesn’t mean we will scratch the idea. No one should be more open to new ideas and strategies than marketers.

Joseph Jaffe, one of the speakers in that event, has a better suggestion – integrate the traditional and flipped sales funnel together. Jaffe, as if by a stroke of fate, wrote a book a few years earlier with the same title – Flip the Funnel.

Although it’s not exactly as the flipped sales funnel, the idea he presented in his book is similar. In his book, he mentioned about creating new advocates but using a few resources. Instead, the majority of spending should focus more on retaining your current customers. In so doing, you are building your customers to become raging fans. And we all know how passionate fans are, especially if you can capture their hearts and minds. They become your advocates, your brand evangelists – look at how Apple fanboys and fangirls.

 

Software Lead Generation: Keys to Selling Cloud BI Solutions

There’s no doubt that cloud business intelligence (BI) software presents a lot of benefits to businesses and organizations. It helps companies respond to market changes and improve their business strategies because it gives them access to real-time data. Most of all, it comes with fewer capital expenses helping businesses save more.

Despite all the benefits cloud BI and analytics solutions offer, most tech experts agree that selling or marketing these solutions to corporate executives and other end users is still a great challenge. Although some companies are already adopting cloud business and analytics, there is still a significant percentage who either do not want it or have doubts about it.

The primary reasons for such hesitation are security and privacy. Then, there’s also the issue around the loss of control.

How do you get past these challenges and convince organizations that the benefits outweigh the risks? How would you approach software lead generation for your cloud BI and analytics solutions?

 

Business Intelligence Is a ‘Family Affair’

In an interview about cloud BI trends, Howard Dresner, Founder, President and Chief Research Officer at Dresner Advisory Services, said that the most reluctant people about the cloud BI adoption are the IT guys.

Their concerns are not unfounded since they are the ones who take care of large, enterprise-scale projects in the company. When someone suddenly finds themselves not managing the system, concerns around privacy, security, and loss of control get bigger.

Engaging tech buyers in software lead generation

As a BI seller, the most logical thing to do is convince the CTO or CIO of an organization; however, that is not the best approach. Doing so will not bring you to the next level of the sales funnel. Instead, you need to engage and involve the key people in each key business area of the company throughout the process. That’s because BI is a ‘family affair.’

Your best bet is engaging an executive —  ideally the CMO or CFO — who sees the bigger picture of the company’s goals and strategy.  Someone who also has the expertise to translate and focus the company’s mission into KPIs.

The following visual guide demonstrates the 3 C’s of selling to the C-Suite, you might want to check it out.

If you want to succeed in selling cloud BI solutions (or software lead generation in general), you need to involve every key person and their business areas in the process. By doing so, you will be able to touch the different kinds of BI users in the company as well as create a customized solution for each of them. By determining who the users are and the type of information needed, you can guide them into a buying decision.

 

Software Lead Generation needs Outbound

It’s common for cloud software companies to rely heavily on inbound channels for their software lead generation efforts. In an ideal setting, the potential customer signs up for a trial, sees the value in the product, and then proceeds to upgrade to a paid tier. However, for complex SaaS solutions such as cloud BI and analytics, this sales model doesn’t work most of the time.

Outbound software lead generation strategy

We’ve heard the phrase “consult, don’t sell” and this is true in every sense. Consultation plays a big role in software selling which means sales meetings drive software sales. And when we say sales meetings, one thing comes into mind – outbound appointment setting.

In a previous topic, my colleague, Rebecca went over 4 steps in appointment setting to boost sales meetings with prospects.

Outbound channels such as personalized email send outs, phone sales calls, and SMM will allow cloud BI solutions to reach wider audiences, engage the right software buyers, and shorten the already lengthy tech buying process. In short, leveraging targeted outbound software lead generation strategies can fill the gaps of inbound.

Combining inbound and outbound marketing requires resources like data, tech stack, expertise, and budget – which most companies lack. This brings us to…

 

Partner with a Software Lead Generation Agency

Employing the services of a lead generation services company (in USA) is common across B2B firms, especially with IT and software companies. With the demands and complexities of modern B2B marketing, it makes more business sense to outsource marketing or at the least, the top of the funnel lead gen activities to an agency.

Software lead generation requires planning and a more granular approach. In fact, 60% percent of process is spent on preparation rather than the actual execution. Software companies might be able to replicate the infrastructure of a lead gen services company if they choose to go the DIY route, but the pros of outsourcing outweighs the cons that surface when keeping it in-house.

Lead Generation Agency vs DIY Lead Generation

 

How to Make Change Less Painful

Change is painful and uncomfortable. That is why a lot of companies, especially SMBs, are still ambivalent about cloud business intelligence. You, as a BI seller, need to accept this including the fact that implementing something new is not easy. It requires a lot of work, especially on the software lead generation end. An essential part of BI implementation is the assessment of the current situation. Analyze what the existing software stack of the company is. Here are some points to look out for:

  • The organizational structures and the processes around it or lack of it
  • What’s working — it’s not practical to remove an effective and efficient process.
  • How do you integrate these processes into the new strategy?
  • What are the current data sources of the company?
  • How are they stored?

Putting those points into consideration will give you an insight into how your BI solution can seamlessly fit into the company’s business strategy.

 

Value is Still on Top of the List

Consumers always consider cost in contrast with value, functionality, and deployment timing. Any product or service that offers value to the consumer and leads them to a better ROI will always win against its competition.

After value comes convenience and simplicity. If your solution can make a company’s business process much more manageable, that’s another selling point for you. Alan Fang, COO of ERP Logic Inc., an enterprise resource planning reseller said that the way of the future is “the simplicity of accessing a large chunk of data without spending a lot of time synchronizing the data.”

 

A Guide to Smarter Lead Generation for IoT Solutions

With the explosive growth of computing devices connected to internet, IoT is on an upward trend in recent years. So the question is:

How do you generate leads for IoT solutions?

Let’s get down to IoT (we meant “it” – pun intended) and show how you can generate leads for your Internet of Things solutions. Read on, we won’t let you down!

Here are helpful and pragmatic steps you can follow in order to generate concrete leads for your IoT solutions:

 

1. Brainstorm with influential individuals in your network.

Most of the time the best promising leads can be generated from your close circle of acquaintances and friends in the software industry. Of course, these should be people you trust and trust you in return. Gather information about big players in the market who would most likely be in search of IoT solutions.

brainstorm-with-influential-individuals-in-your-network

This process may eventually pave the way for a possible partnership – this will make your job a little bit easier as you have another group helping out in convincing targets to consider your IoT solution. Partnering with another business will give you access to existing clients from the other party. They may already have leads that you do not and marrying your efforts get the job done faster.

Lead generation for IoT solutions through networking, how does it work?

Events and tradeshows offer excellent opportunities for you to rub elbows not only with potential IoT customers but with your next brand advocates as well.

If you don’t have any IoT events lined up at this time, one good place to start would be the upcoming IoT Asia 2019 expo happening on March 27-28 in Singapore.

IoT Asia 2019 will also be followed by Callbox’s Sales Prospecting Masterclass for ICT on March 29, so you might want to check that out, too. The free workshop is going to help you gain solid strategies to convert tech prospects into customers, as well as provide you with more opportunities to network with other marketing leaders in Singapore’s ICT industry.

 

2. Identify, expand and engage multiple potential contacts

An average of 7 to 20 people is involved in today’s B2B buying process which means a longer sales cycle. Contrary to what you’d expect, having multiple stakeholders involved is not a setback but a very welcome development in today’s B2B lead generation.

Instead of focusing on a selected few prospects who may or may not influence the buying decision for your IoT offer, you can connect to as many stakeholders as necessary within your target company accounts.

By building relationships across the company, you’re setting the stage for your brand to reach your target decision makers. Talking to multiple contacts gives you more opportunities for a referral or introduction to the right person in the organization.

That’s basically how you’ll get in front of higher-level prospects.

Where can you find a good B2B lead list for IoT solutions?

We go against list buying as it does not guarantee the quality of the leads you get.

A preferred option is to employ the services of a lead generation firm to help you build the right lead list using proper customer profiling methods such as phone verification, data cleansing/scrubbing, deduplication, and database management.

LinkedIn is a very practical approach in order to find the right people. You simply have to check out which company they belong to. You may also consider using keywords that suit your lead generation requirements.

Additionally, this resource goes in-depth on how to build and profile the right B2B lead list for your lead generation campaign.

 

3. Get targeted, Go Industry-specific

Here are some industries you may want to look into that are constantly in need of IoT solutions:

Urban Planning

An IoT solution is very crucial in initiatives intending to create smart cities all over the globe that can manage and regulate basic utilities such as garbage collection, water supply management, and energy supply management. Connecting various tools and devices through the internet makes the task of running things a lot easier and more efficient.

Banking and Finance

Ordinary individuals do mobile banking as easily as they turn on their stoves in order to cook a meal nowadays. We pay our bills online, send and receive money without leaving the confines of our homes, shop online while we are in our PJs, and even invest in stock exchange with ease. These are made possible because of a complex yet connected network of tools and devices that your business is able to provide.

Healthcare and Medical

Groundbreaking initiatives have been accomplished because of the revolutionizing benefits of IoT. Medical practitioners are able to monitor the progress of their patients remotely through this technology. Heart monitors and insulin pumps are two examples of tools that have become easy to manage through this solution.

Transportation

A few years from now, our generation will go beyond cars on autopilot or self-drive modes. Smart cars are clearly a product of IoT solutions that really work. The transportation industry will always be looking for new ways to level up the functions of new cars and it will only get better and better.

Manufacturing

The way products reach customers has greatly improved in this generation. The process has become faster and more efficient with a lot of help from the Internet. Consumers are able to easily track their items and manufacturers can rely on a software program that gets their products out effectively.

 

4. Outsource (or co-source) to an External Lead Generation Firm

With B2B marketing’s ever-increasing complexity, IT and software companies are now shifting towards technical B2B marketing approaches such as account-based marketing, influencer marketing, multi-channel touch points, advocacy programs, etc.

This adoption exposes a common gap among B2B tech companies – the shortage of marketing talent, the need for fresh or unbiased perspective and lack of technology needed to fulfill these activities’ demands.

Outsourcing part or all of marketing to a lead generation firm allows IoT solutions providers to scale their lead generation efficiently. IoT companies can take advantage of the skills and expertise needed to achieve their sales prospecting goals. Plus they get supplementary expertise such as project management which is highly needed in today’s lead generation projects.

 

5. Ask for referrals

You can never go wrong with referrals. It becomes a lot easier to conduct business when you have the endorsement of a trusted friend. Moreover, target clients are more open to the idea of listening to you because you were connected by a familiar person. Trust is key.

You may also want to consider reconnecting with old referrals. Some may have declined your product in the past, but they may have a need for it now. Who knows? There is no harm in trying.

 

6. Consistently do customer care calls.

After sales care is often a neglected stage in the sales process. We have done the hard part which is to sell the product, we can now move on. Unknown to many, a solid percentage of businesses are highly likely to make another purchase in the future when they realize that your company cares for them.

consistently-do-customer-care-calls

Go ahead and check on your clients and ask them how the product is helping their business. You may also want to get valuable feedback such as additional features you can add in the future in order to improve the product.

 

In-house and Outsourced Lead Generation: Getting the Best of Both Worlds

All businesses, big or small, depend on leads to find potential clients fast. Lead generation is defined as the process of finding people who are most likely to do business with you now or in the future. To consider them as leads, you must get their names, email addresses, or their company name so that it will be easy to establish a business relationship.

You could have started playing several roles in your new business, and one of them is lead generation. You meet people, ask friends to give you referrals, even buy leads. As the company grows, so does the need for more people. But, will scaling up your in-house lead generation team benefit your business? Or will outsourcing be a better option?

 

Why Outsource Lead Generation?

Having an in-house team of lead generators may appear economic, outsourcing is still an attractive choice for those who want to save time, effort, and money without compromising the growth of their business for the following reasons. Check out these latest techniques that will help generate quality sales leads for your business.

#1 Efficient Scaling

The company does not have to create a new unit. Forming an in-house lead generation team could mean hiring new people, providing a workspace for them, and processing other documents related to their employment. When you outsource, you do not have to do these at all.

#2 Expert perspective

You get expert people to work for you. Outsourcing agencies only employ people that are highly-qualified. They train them to increase their efficiency and to upgrade their knowledge and skills in using the latest tools and technology.

#3 Avoiding unnecessary micro-management

The company does not have to hold meetings and push the team. The agency from where they are outsourced takes the responsibility to deliver the kind of service that they promised.

#4 Maximized performance and flexibility

You can expect timely completion of tasks. When you outsource, there is always the time frame or deadline. Results must be delivered within the time frame, and so, you get immediate and positive results.

What marketing activities should you outsource?

  1. Outbound Calling / Appointment Setting – Depending on the marketing tactics you’re using, you’ll eventually need to pick up the phone to qualify and verify leads one-on-one—an activity which is best outsourced to a telemarketing firm
  2. PPC Campaigns – PPC can be very challenging, especially if you lack the needed background in search engine marketing.
  3. SEO – Not all companies can master the rapidly-evolving art and science of SEO, so it should be left to outside specialists if you don’t have the expertise internally.
  4. Social Media Marketing – While automation can help, social media marketing can still take up time and resources if carried out in-house.
  5. Event Marketing – When an outside lead generation provider takes care of the promotion and marketing of your event, you get to focus on what really matters: results.

 

How to Integrate an External Lead Generation Firm with Your Team

While companies can benefit from a co-sourcing model – blending external lead generation firm with the in-house team, making sure that they can work together smoothly will maximize the benefits that you can reap.

Here are some ways to make the two teams fit together:

Establish communication lines

The outsourced lead generation firm must share information that can help improve company sales. You can set up teleconferencing once a month so that your in-house team is aware of the activities of the external team. Your lead generation outsourcing partner can identify the challenges that the in-house team members encounter so that they can help them find solutions.

The external agency must support the in-house team (and vice-versa)

When a company outsources some tasks, the company employees that do the job may think that you find them inadequate. It is essential to make sure that the agency you hired can provide the support that they need to achieve useful results.

Your in-house team is bound to wonder what the outsourced team is doing if they do not get any support from them.

Share success stories

Show your external agency and your in-house team how their cooperation has brought success to the company. Find time to celebrate their triumphs and make them aware that this success is the result of their twin efforts. It will inspire the two teams to continue working together to attain company goals.

How to choose the right lead generation outsourcing partner?

  1. Do they offer the type of lead generation service we need?
  2. Will they look after our brand and potential customers with same quality of care as ourselves?
  3. What do former and current clients say about them?
  4. How familiar are they with my industry?

 

Finding Synergy Between In-house and Outsourced Lead Generation

Most companies do not have a team that focuses on lead generation alone. Members of the sales and marketing teams would perform the task when there is an opportunity or when it is deemed necessary. They get leads when attending seminars, webinars, business conferences, and trade fairs. They get names and email addresses but fail to find out if these persons will be interested in their company’s business. It results in getting useless leads.

Finding Synergy Between In-house and Outsourced Lead Generation

Companies that offer lead generation services specialize in this undertaking. They are experts in using all lead generation tools, strategies, and technologies. They are expected to bring the results as promised, and they have to do everything they can to deliver what was promised to their clients.

 

Conclusion

Outsourced lead generation will not succeed if it is not integrated into a company’s current system. Taking steps to enable the external lead generation firm and the in-house team to collaborate will bring the best results.

 

7 Lead Generation Mistakes Software Companies Must Avoid

There are plenty of mistakes that can happen when you market your software product and to avoid these unnecessary mishaps certain precautions must be taken. From core competencies to poor timing, there are definitely a lot of things to watch out for.

Here are 7 common lead generation mistakes that software companies make in software selling along with some tips on how to avoid them:

 

1. Not Knowing the Core Competency of your Competitors

It is a natural default for potential buyers to compare and contrast specifications most especially when it entails entrusting their business processes to the effectiveness of the software tool being offered. When marketing your software product, be prepared to counter or give additional details about what you are selling and how it stands out from the competitor mentioned.

Do this professionally. Avoid bad mouthing the features being offered by your competitors. Instead, highlight what makes your product worth investing in and offer to add specific features that will address their needs.

 

2. Not Working with a Software Lead Generation Specialist at the Start

If you want to dominate the market, make sure to do things right from the start. This means establishing a team of specialists in your industry who can give you a better understanding of the process from end-to-end and the right guidance at the same time.

Working together with a software marketing specialist/firm allows you to cut your total marketing spend or get better output (e.g.: more qualified leads, higher conversion, and faster sales turnout) with the same budget.

How to identify the right software lead generation firm?

  1. Narrow down your choices to the companies with experience
  2. Review their track record, specifically their software lead generation experience
  3. Asses how well they integrate with your current marketing system

 

3. Marketing your Product to the Wrong Set of People

Spending so much of your resources marketing to the wrong set of potential buyers is an awful waste of your precious time. Some potential buyers seem promising in the beginning because they will respond to the way you engage them. Unknown to you, they will easily drop your proposal after spending so much time expounding on your product.

Remember that the right people will always translate into actual sales. Finding the right people for your software product is only possible by first identifying businesses who are highly likely going to need your software product. Identify the buyer personas who can be expected to respond well to your marketing initiatives.

A buyer persona, while semi-fictional in essence, represents the kind of buyers you should be targeting. Common data that would be accessible to you include demographics, buying behavior, goals, and motivations.

How can software companies find the right software leads & buyers?

Account-based marketing lets you engage multiple contacts/prospects within a target company using messages tailored to each contact’s role.

By connecting with different company contacts, you can improve your brand’s chances of reaching the right decision maker.

 

4. Believing that Word of Mouth Marketing Happens Naturally

Sure, word of mouth can work for some products. Unfortunately, not as well as you may hope for a software product such as the one you are trying to sell. A person who says he likes your software better than that of your competitor will not create a snowball effect.

If you want word of mouth to work beautifully for you as a marketing initiative, you have to get the information out to as many people as possible in order to start an effective trend. These people need to be convinced that your software product works and that it addresses a very important need. Positioning your product as a solution will really do wonders for your business.

How can ABM drive brand advocacy?

We now know that through ABM, you can bring your offer to multiple stakeholders. But by pairing ABM with multi-channel marketing, your touchpoints are in context, resulting in a better overall experience which is the foundation of every solid brand advocacy program.

 

5. Giving Excessive Amount of Information

If you are unable to summarize the best features of your product in 2-3 sentences, you may have to sit down with your team again to come up with this. Avoid giving too much information that has the potential to confuse or over educate your target clients. It tends to complicate their decision making when they have too many information they need to sift through and understand at the same time.

 

6. Poor Timing

In business, timing is everything. Study what is the best time to launch your marketing campaign, make a sales call or send out sales emails. You wouldn’t want to be caught in the middle of a tight season when your target clients are spending on other important expenses and would most likely reject your sales pitch.

How Marketing Automation fixes ill-timed lead generation touchpoints

With the right marketing automation platform, you can deliver relevant personalized messages across channels.

 

7. Making a Complicated Buying Process

A lot of potential buyers get turned off by complicated buying processes. The simpler the process, the better for a lot of business owners. For instance, there are vendors whose call-to-action is unclear or too complex to comprehend.

When buyers encounter this kind of complication, they tend to have second thoughts and this may result in a lost sales opportunity. Make sure that your product is easy to purchase.

 

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

List building or contacts profiling is the process of pre-qualifying your prospects and contacts in order to collect and prepare all the relevant information needed for your lead generation campaign. It helps you save precious time and energy in driving your sales and marketing operations, and ensures that your lead generation campaigns are effective.

Here are 7 steps we have used over the years to help clients build and profile the right B2B leads list for their campaign:

 

1. Gather and prepare the most important specs

You would often start with the most basic task of all – collecting vital information that will help you and your team make better classifications of targets. While seemingly elementary, at Callbox, we find this step to be crucial and highly helpful in narrowing down the B2B leads list as lead generation campaigns progress.

Here are the different types of data (at minimum) that you would need to gather:

Target Geography or Location

This would include a list of cities and their zip codes, regions and countries where the campaign will be potentially launched.

Your campaign’s success is dependent on whether you decide to expand or narrow down your geographical reach. Expanding or narrowing down this parameter mostly boils down to what you’re trying to achieve for the campaign.

Target Industries

We usually include Standard Industrial Classification (SIC) codes which is a system used to classify various industries in four-digit codes. It is widely used in the United States and the United Kingdom.

We find SIC codes very helpful as it helps us organize prospects systematically. Additionally, we also use common keywords (e.g: technology companies, financial firms, etc.) that define or classify certain industry groups.

Target Prospects and Stakeholders

In every marketing campaign(lead generation, sales prospecting, event marketing), it is imperative that you identify the key people and influencers in your target accounts’ org chart.

Who are the key people that impact the purchase decision for your offer?

Identifying multiple contacts allows you to address different concerns and objections from different stakeholders within a company.

Revenue/Employee Range

Depending on your offer, this parameter could be optional. Most companies find it necessary to estimate beforehand how much an organization is willing to spend for a solution or a product. This parameter does not tell it all, but it can provide a good indication on who you would want to prioritize for your campaign – contacts from organizations that offer the highest revenue potential for your business.

 

2. Evaluate the target specs

Having gathered all the helpful data needed, you can move on to evaluating the target specs you have collected and assess whether certain groups are doable or not. This also means that you need to be able to remove from the list certain targets who may not necessarily benefit from the product or may not need it after all.

At Callbox, this is the part where we also finalize the target criteria and we usually end up either expanding or altering the list as we go along.

In the end, you need to be able to come up with a list of targets promising enough to take a business to the next level.

 

3. Make an initial B2B leads list based on the available data

At this point, you would have narrowed down your list to the top choices. By saying this I mean that you have thoroughly weighed the outcome and those whose names appear on the list will contribute to the success of the marketing or sales campaign.

 

4. Assess the list score

There are several ways to score your B2B leads list. You can rank prospects based on profile completeness, the value of certain attributes (position, social media followers, etc.), or a combination of demographic and activities – the latter is usually determined during the campaign.

At Callbox, before launching a campaign, we aim for a list score of 50% and above – using a combination of information completeness and the perceived value of each lead to the client.

b2b-leads-list-scoring

Having a lead scoring system more or less guarantees that your team will have access to vital information about the targets listed.

 

5. Polishing and data cleansing

Checking and checking again is key. Based on our experience, there is always something to add, something amiss, something that needs to be expanded or removed. This step may sometimes make you feel like you are right back where you started, but that it is better rather than become overconfident and miss out on other important details.

A common practice is to compare data from your B2B leads list to old existing data (if available).  Comparing gathered data allows you to make corrections if there be a need for any.

The following video goes over the 5 F’s of data hygiene best practices for richer data-driven campaigns.

 

6. Data expansion: Adding supplement contacts

Along the way, I also often come across additional data that is good as back up. Having 2 potential contacts listed is way better than just having one. It gives you a Plan B should the first contact be inaccessible.

By connecting with different company contacts, you can improve your brand’s chances of getting picked up on a potential customer’s radar.

 

7. The review process – for inputs and approval

At the end of the day, it is important to get third-party insights from people within your team. The success of your B2B leads list building process also greatly depends on how well we marry our ideas, beliefs and business intuition.

One very crucial requirement in compiling marketing databases is that the lists need to be fully compliant with applicable data privacy laws and regulations. We’re handling data after all, and it’s always good practice to manage data ethically and responsibly.

That’s why it’s important to take extra measures throughout each step in the list-building process to ensure full compliance with requirements outlined in laws such as GDPR, the CAN-SPAM Act, PDPA, and others.

 

Launching a New Product? Gain Marketing Traction with Lead Generation

Whether we admit it or not, we’ve all dreamed that we are launching the next hottest product like Apple. Its story as a company which started in a garage becoming a billion-dollar corporation is every startup’s dream.

The reality, however, is startup unicorns are as rare as the mythical creature itself. But even if you are not dreaming of becoming a billion dollar company, it takes a lot of work and careful planning to gain traction before, during, and after product launch.

At the heart of it all is lead generation – without it, your new product or service will not go far. In fact, your business will die without a steady stream of new customers.

 

Which Lead Generation Tool Works Best for You?

We have established how important lead generation is to any business, and you can utilize many tools and strategies to guarantee success. But with the number of tools to choose from, which one is the best for you?

Check out our comprehensive list of lead generation tools for every channel.

You will be surprised that experts have varying opinions about this — some will say social media while others will choose SEO among others. The reason behind this is the target audience is different and each of them has their own biases.

Therefore, a survey conducted by an SEO agency will be significantly different than the survey conducted by an email marketing provider.

The truth, however, is you can try using all of them and conduct a test which one works for you. And while there is no strategy that cures it all, there are best practices you can use to gain traction with lead generation.

 

How to Effectively Use Your Tools?

You think that the product you’ve built is awesome and have features which your target audience can greatly benefit from. So what’s the most effective way to pique their interest and keep their excitement going?

 

Your Story is More Important (The Power of Content Marketing)

An old Hopi proverb said that “he who tells stories rule the world.”

Experts agree with this – storytelling is powerful. The most successful brands have mastered the art of storytelling.

That’s because stories appeal to the emotions. They teach a lesson without exerting a lot of effort. They take people into the future. They make your brand more real. More so, stories are unassuming.

People won’t be interested in reading the specs and features of your product no matter how brilliant they are. On the other hand, if you incorporate those features in your copy or video, you can get their attention, especially if it appeals to their emotions.

your-story-is-more-important

An example of the power of storytelling is the Land Rover Sport’s Dragon Challenge. Just by completing that dangerous challenge alone speaks volume of what type of car the Land Rover is —  reliable, powerful, and carefully engineered; a car highly vetted by champions. The video has garnered more than 5 million views on YouTube.

Another example is Burt’s Bees, a company that sells natural body care products. Instead of telling people the features of their products, they focus on the benefits of using natural ingredients.

Demand Attention During Product Creation (Email Marketing, Social Media)

Nowadays, a lot of companies — big names or startups —  gain traction by pre-selling their products even before it is formally launched in the market. Those who buy before the launch enjoy extra benefits or receive a welcome gift.

You can send out emails or announce it on your social media accounts that you are building a waiting list.

demand-attention-during-product-creation

You can also emulate the pre-launch strategy of the commission-free stock trading app, Robinhood. A year prior to their product launch, they were able to build a waiting list of one million people. Now, that’s some lead generation strategy!

What did they do?

They sent prospective clients invitation-only early access to a private beta of their app instead of joining a mailing list. It attracted attention because it allows a selected group to have a peek.

Get the Press and the Influencers to Talk about Your Product (Press Release, Word-of-Mouth)

No matter how great your story is but if nobody is talking about it, it’s nothing. And there are no other people you want talking about your product first than the members of the press and the influencers.

When they(influencers) start talking about your product, expect people to follow.

These people are already experts in reaching out to people and getting stories out where people can see them. And when they start talking about your product, expect people to follow.

Don’t wait for your product to launch before you connect with these experts. Instead, build a partnership with them early on so when the launch date comes, you already have people who know your company, your product, and what you do. Thus, you can get wider coverage in different channels and platforms.

 

Timing and Continuous Traction

A successful lead gen campaign knows how to integrate the different tools and channels to your advantage. It is also a constant experiment of what works and what doesn’t. So don’t stop innovating and testing because what works today might not work tomorrow.

Aside from that, you should also consider the launch date of your product. For example, launching it before a big expo could be better because you don’t have competition. An expo might be a good platform but because there are also a lot of products, they all vie for attention and consumers can get easily distracted.

 

5 B2B Lead Generation Tips from Super Bowl LIII’s Top-Scoring Ads

Sunday’s Super Bowl proves once and for all that the ads themselves tend to be much, much bigger than the game. With record-low overnight ratings and an overall disappointed fan base, it’s easy to write off Super Bowl LIII as another forgettable sporting event.

But most of the bright spots on Sunday’s telecast came from the nearly 50 or so minutes of commercials aired during the broadcast. Both marketers and non-marketers know all too well that national ads make up a huge part of the Super Bowl’s appeal, with many even suggesting that commercials bring more entertainment value than the gameplay itself.

51% of the Super Bowl’s audience tune in for the commercials rather than for the action

In fact, a Nielsen survey of 25,000 households reports that 51% of the Super Bowl’s audience tune in for the commercials rather than for the action on the field. With viewership numbers ranging more than 100 million, that’s a lot of unblinking eyeballs to reach.

That’s why advertisers continue to shell out over $5.1 million for a 30-second ad spot, with 2019’s total Super Bowl ad spending projected to reach a cool $450 million.

This year’s parade of ads featured many different themes which I find really interesting, like the empowerment of women, subtle (and not-so-subtle) references to AI’s rise, and nostalgia-inducing 90s throwbacks.

Commercials aired on Super Bowl LIII also shed some much-needed light on a key activity we do as marketers: lead generation.

But the most important takeaways from commercials aired on Super Bowl LIII also shed some much-needed light on a key activity we do as marketers: lead generation. The best ads from Sunday’s broadcast teach a few key lessons to help us consistently score a lead generation touchdown:

 

1. Interact with (don’t just reach out to) prospects

Expensify’s ad spot shows the best use of inbound and outbound channels to engage prospects I’ve seen so far. The ad features Adam Scott and 2 Chainz in a real-life business situation where having a tool like Expensify really comes in handy.

Aside from hitting the right notes in terms of promoting the product while keeping it engaging for its target audience, the spot also scored some serious marketing points by being the only interactive commercial among all the Super Bowl ads aired last Sunday.

Viewers get a chance to win giveaways by using the camera scanning feature in the Expensify mobile app to scan receipts for items shown throughout the video. The ad also increases viewers’ chances of winning by letting them invite others to sign up for Expensify via a special link.

For B2B marketers, the lesson is clear. It’s not enough that you simply reach out to leads where they are through multi-channel marketing. You also need to make sure they respond and engage back. That requires a bit of interaction.

 

2. Don’t stop after just one attempt

In 2018, Tide was the clear winner of the Super Bowl LII free-for-all ad brawl. Tile’s clever meta-ads fetched some pretty impressive results after their national debut: double-digit growth for Tide Ultra Oxi sales, 45,000 #TideAd tweets, and 640 related articles published.

A key reason why the Tide commercials became such a hit with audiences last year was that the ads were shown on multiple spots, one in each quarter, making Tide’s presence felt throughout the whole event.

This year, a number of advertisers followed Tide’s example, most notably T-Mobile and Bud Light, with ads running in all four quarters. Brands like Google, Michelob Ultra, Verizon, Toyota, and WeatherTech each had two spots.

When taken together, Google’s two Super Bowl ads, “Job Search for Veterans” and “100 Billion Words”, both gave a deeper meaning to what the tech company can offer, especially with the way they tout the impact their technology has on people.

In lead generation, marketers know it takes at least six touches to generate a valid lead. That’s why stopping at only a single point of contact doesn’t help your campaign.

 

3. Humanize, don’t just personalize

I’ve written about humanizing and not just personalizing lead generation touches before. Personalization is such a key lead generation tactic, and marketers automate much of the personalization process to make it scale, that we run the risk of handling leads and prospects as mere database records.

Amazon took a fresh approach at an old Super Bowl staple: Alexa-themed jokes. In the tech giant’s star-studded “Not Everything Makes the Cut” ad, Amazon held up a mirror in front of itself and poked fun at the Amazon Echo’s current state of affairs—with all the cringe-inducing hilarity you’d expect from a robotic butler in its early stages of development.

As marketers, we always make sure to position our product or brand in the best possible light. But by focusing too much on ensuring that everything moves like clockwork and that things be as precise as possible, we’re losing sight of the fact that prospects listen to humans and, more importantly, they buy from humans.

 

4. Make things part of a bigger whole

Right now, the average marketer relies on 8 different channels to generate leads and uses at least 20 tools in their marketing tech stack. That’s just the tip of the iceberg, as today’s marketers juggle different roles and responsibilities in the lead generation process. That’s why most of us marketers simply can’t see the forest for the trees.

But a tactic, campaign, or program won’t amount to anything if they don’t fit into a bigger whole. A tactic needs to fit in a campaign, a campaign in a program, a program in a strategy, and so on.

The impact of the most effective Super Bowl ads start way before and go well beyond their 30-second spot. That’s because great Super Bowl commercials are always part of an even bigger campaign or ad strategy.

Take, for example, the widely-lauded NFL 100 Super Bowl ad where we see this idea in action. Also called “The 100-Year Game”, the add celebrates the NFL’s upcoming 100th season with noteworthy cameos and scenes, enabling the NFL commercial to win USA Today’s Super Bowl Ad Meter.

This Ultimate Lead Generation Kit covers the key marketing components that will impact every campaign.

 

5. Understand that no pain means no gain

We all know that pain points drive purchase decisions in the B2B world. Lead generation success depends on how well you can identify your prospects’ wants and needs. Only then will you be able to present a solution and kick start the process of turning the prospect into a customer.

Hyundai’s Super Bowl spot “The Elevator” shows some clever uses of pain points to position their product as a potential solution. The commercial showcases Hyundai’s Shopper Assurance Program, an app designed to make buying a car as hassle-free as possible.

While the B2B buying process isn’t as linear or simple as car shopping, the basic idea is really similar. Capturing and converting leads at different points in the funnel require clear understanding and communication on pain points.

 

Conclusion: I think it’s only fair to say that ads really made last Sunday’s Super Bowl broadcast enjoyable. With these five lead generation lessons, it’s been very educational, too.

What was your favorite Super Bowl LIII ad?

 

How Customer Profiles and Buyer Personas Drive Your Lead Gen Campaign

Content marketing cannot just be a substitute for direct marketing technique. For the content marketing strategy to succeed, you should be prepared for the ability to drive several lines of value for the business, which is enabled by the audiences. Hence, the content platforms must have one unique goal: to create an increasing number of high-value prospects.

Eventually, some of these prospects will become leads that will later mature into sales opportunities and finally, buyers.

Some might be labeled as “engaged”, helping you connect with new clients, who may not have been easily reached through social media. On the other hand, others can be “influencers” that help expand our reach to create an efficient paid media effort. Lastly, some can be “trusted” that allow us to push direct revenue from different marketing channels. It makes way for a marketing platform that pays for itself. But the most crucial part of this valuable audience is content (and context). To create a successful platform, you must consider a significant change in how you develop the personas that will subscribe to them.

 

The Buyer Persona

As a semi-unreal depiction of the ideal customer, the buyer persona is founded on market research and gained insight from the existing or ideal customer base. The perfect customer, which is the best lead you would want to have. A company with a lead generation path that comes from several sources, which includes an economic buyer, a technical buyer, a coach who knows an issue you can fix, and a key decision maker, has more than one buyer persona. As such, it is essential to make a buyer persona for every role that has the potential to use your services.

The buyer persona works better than just separating the audience by demographic characteristics. Rather than group them into buckets, a buyer persona creates the image of an individual — a person who might happen in real life. It improves the customers and becomes more transparent on the issues they want to solve, including their values. These things should be addressed directly in your content, with the buyer persona as the one person you write to when you organize your marketing content. Getting the attention of that imaginary person will make the material more accessible to create and convert better. Once the attention of

 

Creating A Buyer Persona

The creation of a buyer persona can be challenging. However, the experience will prove that the differences between not having and having a persona are significant. Starting at a marketing standpoint, having a buyer persona means the team will be able to create engaging content and improved marketing strategy that generates the right leads for the clients.

The first step is to collect information. Identify the best customers and the target people. Search for the common traits and write down all the answers.

 

Where To Gather Information

  • Personal Data – Sales and Customer Service teams, usually have a load of buyer data. Also, having interest reports and demographics enabled in Google Analytics will allow you to get intelligent audience reports.

Perform surveys or include a survey popup to your website to allow the gathering of customer data and have a better understanding of your target buyers.

  • Market Research –  invest in market research to know more about your target customers. With the help of a market research company, create some focus groups and send questionnaires to your target audience. Some companies provide market research services that are mainly focused on producing insightful buyer personas. Others, on the other hand, concentrate on market research for specific verticals.
  • Social Media – use this to have an in-depth look at the people you are targeting to reach with your services and products.

 

Conclusion: Content marketing strategy (with a strong focus on lead generation) emphasizes the continual growth of the audience as an asset that has many attributes. They are the ones who engage with us, trust us, look forward to hearing from us, and will eventually exchange value with the business in several ways. The journey of every buyer may be an emotional process, but being prepared from your end will provide a lot of information as it is connected to gaining trust.