Here we cannot come up with just one best of the best way to generate leads. Something which is best for me might not be suitable for someone else. The marketing models used by me or my company could be different from yours. So we can't actually come-up at one mutually best approach without analyzing each others potentials and capabilities. There are various ways and approaches to generate leads. A B2B marketer need to have a 360 degree view of all his marketing programs. Each business has a different marketing and lead generating model. The best way to figure out which is the best way to generate leads is, to list all the marketing tools available to you. For e.g. marketing tools like Database Marketing, Events, Newsletters, Advertisements, Online advertising, PR etc. Then your next step should be mapping these tools with your business model and drawing a plan accordingly. Here the plans may differ from business to business. For some trade shows are more effective than direct emails. This is the point when you need to have a clear understanding of your business, find out how your customers get their information and try to get into that space.
If this is your first time, we would suggest you to start with Database Marketing along with some events and social media activities. These generally give you a lot to work with. You can create other marketing campaigns at a later stage. If we go with what majority of B2B companies rely on for lead generation, the answer is telemarketing. Many companies in the B2B world still emphasize on this traditional approach of generating leads. The main ingredient to run a successful telemarketing campaign is powerful & correct database of contacts interested in your product or service. Once you are ready with a neat, clean and accurate database, next step is to start calling those in your list.
Key things to consider while you are generating leads via telemarketing are as follows :
- While you make your first call, address it with client's first name. Your voice has to sound fresh and energetic. Ask them if its okay that you send them email or fax or a newsletter.
- The first email you send after the call should contain enough information to generate customer's interest. This sets room for the follow up call. Include brochures, links to websites, blogs etc. But make sure there is no information overload.
- When you make the 2nd follow-up call, ask two questions. A) Did you receive the email? B) Are you interested in the offer?
- If the customer answers with a yes, its good for you. But if his answer is no, then do not force to get him read your email. Move on to next prospect in that case.
- Few days later make another follow-up call. Experts say that sometime it takes 7 trials for a prospect to agree.
- Always make the follow up call
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