If you want to increase your profits, you have to increase your sales. Now, if you want to increase your sales and if you want to improve b2b lead generation, you have to have a proactive and sales-oriented team. But at the end of the day, you can’t increase sales without increasing the number of quality leads.
Sales teams need leads as much as the human beings need water. This means that if you want to survive in business, you have to constantly feed your sales team with fresh and warm leads.
Sure, every company and every sales team feel self-assured when they have prospects to talk to. But the real challenge begins when the lead source begins to dry out. What will you do next?
Don’t worry, we got you covered. We created this post as a guide that you can always go back to and check whether or not you have your lead generation process in place. We gave our focus to b2b processes that will get your sales team going on the phone with interested clients.
Figure out the B2B Sales sequences first
In the b2b segment, products and services that are sold usually have a longer sales sequence than the b2c sector. What this tells us is that it takes some time to bring awareness to the market for the brand first, and nurture the awareness to a buying decision later.
In the b2b segment, products and services that are sold usually have a longer sales sequence
The main reasons behind longer b2b sales cycles lie in the numerous decision makers that need to validate a product before they purchase it. These decision makers want to be educated about the product, they need to be continuously “warmed” about it, and they want to be offered the product on their terms.
That’s why the b2b lead generation process needs to be perceived as a long-term process instead of an instant process with big expectations from the start. Your warm leads are just seeds that you’re going to plant. It’s up to you whether or not you will water them, and harvest later.
Understand your target market
The b2b lead generation process is as fruitful as the size of its target market.
That’s why you need to research the market first, and figure out who is your target customer. What does he want? Does he have problems to solve? Do you have the solution in your hands? What industry does the target business operate in? Number of employees per company? Job titles and supervisors?
There are numerous other factors that you need to understand for your target b2b client before you start with your b2b lead generation process.
Figure out the awareness gap
Now that you’ve understood your target market, do you think that your target customers are aware of the problems for which you have the solution? In most of the cases, consumers are not aware of the problem, until a good marketer or a sales person points to the problem. This is especially true for tech and software products that make our lives easier but we weren’t actually aware of it.
So in essence, the awareness gap represents the space and the time that our target clients need to comprehend the problems that they have. When you know that you have an awareness gap for the problem-solving product that you have, you can easily assume that it will take more time for you to sell your product in the b2b space.
Build your list of leads
When you know who your target customer is, you can start to build a list formed from companies and decision makers that could be interested in your product/solution. Ideally, you should own the person’s name, e-mail address, company name and phone number.
A phone number and an e-mail address are a dependable information that can help you to initiate contact with the prospect. You can build this list on your own, or you can use a reliable b2b lead generation service provider.
Start the conversation
You need to have your outreach plan ready. Set a specific number of prospects to outreach to per day, per week, and per month too.
The main goal of the initial contact is to start a relationship with the prospect. Don’t get all pushy and copy-paste your elevator pitch in you initial messages. Instead, start a relationship and nurture it. Start with forming a strong bond with the decision maker. Send them e-mails that are nothing but text and with no more than few paragraphs in them.
But make sure that you have a link in your message where your prospect can click and learn more about your business – if they want to.
Get your prospects on the phone
That’s right. After you formed a relationship with your leads and they’re ready to talk to you more about your solution, the next thing that you need to do is to schedule a call where you can discuss matters further.
This is a call where you can talk human-to-human with the prospect. Again, you don’t have to act like a cheesy salesman and push your products down your client’s throat. The ‘Wolf of Wall Street’ era is long gone and it should not be your primary method of phone selling.
Instead, enhance your desire to get to know the prospect better. Provide value even if you know that they will not purchase at the exact moment.
Always follow up
You know what they say – The money is in the follow-up! And sales experts are right with this one.
The truth is, people might be interested in the product. But also, people are busy. Salespeople think that prospects intentionally don’t contact with salespeople because they’re not interested in the product. If they weren’t interested, they will not even exchange messages with you. Always follow up. Remind them of your relationship. Follow up five, six, seven times if you have to. If you receive no response it means that they’re no longer interested in your product or solution.
If your sales team successfully recorded every customer interaction and progression within your CRM stage, you’ve already obtained some valuable insights in the form of data. These insights can go from leads respond rate to follow up respond rate.
You will also track the percentage of leads that actually book a phone call with you. When you know your conversion statistics, you can easily measure where you’re at with your b2b lead generation campaign and adjust accordingly.
As a startup, you need to think long-term and acquire customers that will prove profitable over a lifetime. You need to position your business in the most profitable space on the market and create a huge demand for your product. Alone you’ll spend a huge amount of time on research, digital marketing, testing and content creation to reach the right leads. You got to ask yourself if you’re experienced enough to do it in your startup phase.