Foolish reasons why Marketers don’t Follow-Up on B2B Prospects

The B2B lead generation process can oftentimes be so complex that it would take more than one interaction for it to bear fruits. That is why it’s essential for a marketing team that relies on telemarketing to have a functional follow-up system for their initial point of contact.

Most of the time, B2B leads are not fully certain about what they need and what actions they need to take for their business. There are certain decisions that need more time to make, and there are also circumstances when the prospect is not physically and mentally ready to make a choice. Hence, a follow-up is imperative.

But why are there so many marketers who refuse to follow-up on their leads?

They don’t want to come off as too aggressive. Calling a prospect too many times may indeed be construed as being pushy (and borderline creepy) but that doesn’t mean you’re not allowed to keep tabs at least once. Establish a system that sets a specific number of attempts to call a prospect for a follow-up. It’s also a matter of timing. Calling a prospect twice is not aggressive, but if you do it two days in a row, the impact may still be against you. Leave a relative gap between two follow-up calls to lessen the clingy factor.

They just didn’t remember. Marketers are busy people. It’s understandable. But if you don’t consider following-up as an integral part of B2B lead generation and appointment setting process, then it would be pretty hard to make it a habit you won’t easily forget. Marketers should understand better the role of follow-up calls in the overall success of a campaign, so they could easily integrate it along with their daily tasks.

They assumed there is no need for a follow-up call. Again, a lot of things may cause a prospect to dismiss an initial conversation. He may be busy. He may be indisposed. Maybe he’s just having bad reception or line connection. Or maybe his car broke down on the the way to the office, and now he’s pissed. Telemarketers need to develop a keen sense of detecting a legitimate rejection as opposed to something that still has a potential to convert. A ‘no’ may not always mean ‘no’.

They don’t know how. There still may be a possibility of marketing teams that don’t believe in follow-up activities. Maybe they were just taught that way in marketing school, or they just don’t think it’s worth their time. They’re missing out on a lot of opportunities, and unless someone saves them out of their delusion, their campaigns may not last long.

Why Nurturing Can Spell Success For Your B2B Lead Generation Campaigns

After your marketing team has exhausted all efforts to generate as many leads as possible, it’s now time to make those leads “sales ready”.

Everyone knows that most – and in some cases, all – of the leads may end up not meeting the requirements of your sales team, so there would be a need for a little ‘cooking’ before these leads go into the funnel.

Still, there are marketers who choose to skip the nurturing process because they claim that it really doesn’t help process move forward. While this is clearly an incorrect assumption, it still pays to identify the ways in which lead nurturing can benefit your lead generation campaigns:

  • Nurturing boosts engagement – The initial phase of the lead generation process doesn’t really involve a close personal interaction between the marketer and the prospect. It’s only in the nurturing phase where the relationship becomes more in-depth which often leads to business understanding.

  • Nurturing establishes thought leadership – There’s no stronger foundation in the business industry than being regarded as a thought leader. But remember: no business started out as having that reputation by default. You have to work your way up the esteem ladder, and you start by nurturing your leads and giving them valuable insights they could use in their own businesses.

  • Nurturing manifests quick response – Prospects appreciate it when businesses value their time. A quick response is the best way to make a good impression, and statistically, it also produces more sales closes.

  • Nurturing uncovers pain points – While some nurtured leads may still end up unfruitful, the silver lining is being able to identify the things that typically causes a lead to be disqualified, and also being able to get awareness of what prospects are going through in their own respective business operations. This piece of research is vital in drafting future campaign parameters.

  • Nurturing sustains communication – When a lead is being subjected to your nurturing process, there would be constant communication between you and the decision maker. This strengthens your chances of beating out the competition while you have that lead on your plate.

  • Nurturing increases referrals – A disqualified prospect who was pleased with the way you have given him care and attention would likely recommend you to other businessmen in his network. There’s nothing more rewarding than being known by word of mouth as a customer-oriented business.