3 Tips for Successfully Outsourcing B2B Lead Generation

Posted by JasonB on February 11, 2010

A Dedicated Account Manager
In order to successfully connect with a prospect, you need one Account Manager dedicated to developing a business-to-business relationship with them.

Outsourcing your B2B lead generation to a firm that uses dedicated Account Managers will dramatically increase the effectiveness of the campaign by developing one-on-one relationships with prospects.

Using multiple sales representatives to contact the same prospect runs the risk of losing potential partnerships, as the prospect will get the impression they’re being passed around your organization with little concern about them personally.

Collaterals That Stand Out
B2B decision makers aren’t always available by phone, and if they are they may not have time to speak with you.

It is imperative to consistently maintain contact with prospects. In cases where the decision maker is unavailable, you must have relevant collaterals on hand [such as videos, emails, and quality direct mail pieces] that can be delivered by a dedicated account manager through a variety of formats.

Prospects are receiving information from many of your competitors, which means your company’s collaterals must stand out to cut through the clutter. Standard html emails and voicemails can get buried amongst your competitor’s collaterals.

Effective Nurture Program
Outsourcing to a firm with effective nurture programs is essential in advancing any area of B2B lead generation. It allows a continuous and structured flow of communication, but should vary based on a prospect’s disposition.

Historically, 85%-95% of outgoing phone calls will not result in a live connect, and those who are reached may not yet be in the market for new business-to-business relationships. No matter the situation, even if the prospect won’t be in the buying cycle for 6 months, the nurturing program must communicate to the prospect accordingly.

The Account Manager will be delivering messages to the prospect to maintain awareness over an extended period of time. Outsourcing to a firm who tailors each nurture program according to the prospect’s disposition ensures your company will be in the forefront of the prospect’s mind when they enter the buying cycle.

The Result: an increased Return on Investment