The lack of having a Single Customer View (SCV) has served a great deal of hindrance for B2B marketers to respond and cater to the needs of potential B2B leads basking in the confines of various multi-channel platforms.
Cold calling, just like the term it bears, is usually returned with an equal bleak response. It’s not even a question of why anymore. This would often leave you with a thought that maybe it’s about time cold calling file its retirement.
Then again, such famous and popular tactic could not just be forgotten and replaced with new emerging access to your potential B2B leads. Though your future clients might come in handy with spam filters and the likes, cold calling could still work for you, that is, if it’s done the right way.
Back in the day, the B2B sales process was already as complicated as it could get. Phone calls had to be made. Nurturing went from days, weeks, months, and beyond. Research into your prospect’s organization just added to the pile (all the while you had to be wary about how your prospect was digging up the dirt on yours).
Today it’s implied that the marketing end has at least been made easier thanks to technology. But for all the ease that comes with all the new tools, are you sure your B2B marketers have everything they need?
People read the word ‘outsourcing’ and their minds either recall a simple truth or a grave misconception.
The misconception sees the process as something that produces solely out of nothing, all by its little own self. The truth on the other hand is that it’s simply the use of a third party for a particular business process as opposed to having it as an in-house job.
This is all very important for the obvious reason that your sales team might eventually ask themselves if they should outsource lead generators.
A common (if not highly politicized) argument against outsourcing is the idea of giving away work and that it’s a mark of laziness (or worse, corporate greed). What they don’t tell you is that this argument is based on the idea that work itself is pretty scarce. In reality, there’s actually far too much work needed just for trying to keep a complex business process simple.
Likewise, the work of an outsourced lead generator doesn’t necessarily imply that you’re sacrificing your own livelihood. There is a lot that needs to be done in the B2B sales process. There’s only so much that a single sales team can do to nurture leads and research prior to appointments without an additional burden of minor tasks.
Because when minor tasks take up a major workload, you’ll have a major problem.
Does it feel like your product is just a little too ahead of own time? Don’t worry. You won’t be the first. It’s likely you’ve read about one or two other success stories that tell you this is really just a bump in the road.
Don’t just settle for the pep talk though. You still need a solid marketing and lead nurturing strategy to help you manage through tough times. Ideas that seem too forward thinking are not easily accepted and you might even have to tone it down until the market looks more favorable.
The element of surprise can be a little overrated sometimes. Whether it’s surprising your prospects with innovative marketing styles or surprising competitors with an unlikely method for generating sales leads, neither will work if you’re going to rely on the surprise alone to bring you success.
B2B lead generation looks like a long, hefty, and intellectually challenging process. In other words, it’s complicated. Ironically though, the main goal of all of today’s fancy, buzz-word-ridden B2B marketing strategies remains relatively simple: find a target audience, create good content, and use it to drive sales.
Where does the complication start out of this seemingly simple modus operandi? More likely it’s in terms of scale.
Okay so you’ve been getting a decent amount of sales from, say, simply cold calling a targeted list of clients. But as your company grows, you find that this method doesn’t quite take you higher as fast as you want. There could still be plenty of sales leads out there that you’re missing out on.
So what do you do? You now start considering more channels, more ways to reach potential customers, and more ways to sell. In the process of this though, plenty of companies make the mistake of just doing it to the point that they’re desperate for attention. How do you, for example, put yourself on Facebook without looking like you’d do anything to get word of your brand into the whole world? How do you send an email without looking like another typical spammer in the space?