B2B Lead Generation in 2010

Posted by JasonB on December 23, 2009

Get ready for the race! In 2010, the companies left standing from the economic downturn will be aggressively trying to replace lost business and make up for a tough year.

What does this mean for businesses?
Increased competition and a need to make every marketing dollar count.

 

What is the most effective way to generate business in 2010?
Going directly after targets that are the best fit for your business:

1. Generate a List of Targets
When you start prospecting, you’ll need a list of targets.
You can either:
1) Use and list you already have, or
2) Acquire a list
Either way, if you buy your list or use an existing one, 30-40% of the information will be incorrect. The 2009 economy caused a lot of companies to change the way they operate; positions have shifted and the decision maker you’ve got the information for may not be employed there anymore.
It’s just a fact. So what’s the next step? That leads me to number 2…

 

2. Cleanse and Qualify
Contact each company you’ve decided to target to identify the proper contact.
You must ensure you are talking to the actual decision maker.
You’re not looking for a job title, but the actual person that writes checks for what your company is selling. The Decision Maker. This person will be tough to identify, as they are often busy a buried behind gatekeepers.
In order to make your cleansing calls more successful, start with some web research. Sites such as LinkedIn, Hoovers, and LexisNexis can provide insight into who does what in an organization. It’s more effective to say, “Is Steve in Operations available?” as opposed to “the head of the Operations Department.”
Speaking to the decision maker ensures your efforts are focused on the right person.
Remember, if you are using a list from 2009 your contact information will most likely be inaccurate.

3. Introduce
Introduce your company in a manner that has the highest propensity to attract attention.
a. Convey a compelling message that speaks to a decision maker.
Think about what means the most to your contact (i.e., if they are a CFO, the cost-cutting would be an appropriate message. Alternatively, if they’re and HR Manger, than employee performance will resound)
b. Use multiple formats (phone call, mail, email, video)
Decision makers are busy and may not respond to certain types of media. To increase the chances of your message getting seen, not only should it stand out amongst the clutter of your competitors, but it must be expressed in a variety of formats
c. Multiple touches over a series of weeks
By nature, decision makers are extremely busy; if the phone is your primary tool, 95% of your leads wont be a live connect. Be prepared to contact them multiple times and implement a long term strategy.

4. Nurture
Sending useful, relevant industry messages over time.
Now that you’ve found a company that can benefit from what you sell, you must be sure to stay in contact with the decision maker throughout the buying cycle. This is how the fruits of your labor pay off.
A nurture program is essential to advancing any area of B2B lead generation as it allows for a continuous, and structured, flow of communication. Nurturing is like holding a prospects hand throughout the buying process, a constant reassurance of your company’s presence in the marketplace. Lead generation without a nurturing program simply doesn’t work.
Even if they’ve said “We’re not interested now,” they should be considered a lead worth nurturing.

For a successful nurture program, sending the same message 12 times a year should be avoided. Mix it up with different messages and formats. If you connect with a prospect via phone, and it doesn’t result in an appointment, the following messages should reflect the information gathered during that conversation. Expressing an understanding of where your prospect is in the buying cycle, and adjusting communication accordingly, will keep your company in the forefront.
Keeping in contact will make them aware of your brand, and keep you in the back of their mind until they find themselves thinking about a problem your company solves.