Who are your B2B Buyers and why do you need to know them well?

Who are your B2B Buyers and why do you need to know them well

You’ve been doing business with a lot of people for quite some time now, but have you ever wondered who exactly these people are? Can you find a common link among those who have been making commitments to your business? Can you describe in detail what kind of people they are and how they go about in their decision-making and purchasing processes?

If not, then your sales and marketing success may not last long. When talking about lead generation, continually understanding your target market – particularly those who are interested – is the key to maintaining a long, fruitful business.

Here are some of the things you need to do in order to know (and keep knowing) your B2B buyers:

First, know where to find them (or where they find you)

Looking at your data for the last few years, surely there would be a pattern in terms of how you and your prospects “meet” for the first time. Do most of your leads come from website sign-ups? Do they usually call in? Do they respond to email blasts? Knowing how interactions are initiated will help you to easily paint an idea how everything works out from the beginning.

Describe your B2B buyers – and categorize them into personas

Pull up their information files and take a look at the basics. Among your leads, which belong to the upper/lower bracket in terms of company size? Annual income? Which of them are specialty personnel and which of them are C-level executives? Which among them buy more products or acquire longer contracts?

You can create your own scale and assign numbers according to your own criteria so you can easily sort future leads and predict their behavior. Which leads to…

Analysis of interactions

Now it’s time to know them deeper. If you still have access to call recordings, email threads or online conversations, perform a little analysis. What are their usual pain points? What’s the difference between those who declined and those who have agreed to an appointment or meeting? What are the usual objections? What ticks them off? What makes them laugh? What’s the magic word?

Use the data and push it a little bit more

Now that you know their soft and hard spots, you can put your analysis to the test. After being able to validate what you’ve learned, try to turn up the energy on your activities. Focus on the things that have worked in the past, and avoid doing the ones that didn’t quite bring in any help.

The Qualities of Good B2B Lead Generation Hires

The Qualities of Good B2B Lead Generation Hires

For a software company, hiring the right people for the job is the crucial first step before you conduct a really good B2B lead generation campaign.

You see, people are an important asset to any business. Hire the wrong people, assign the inappropriate person, and you will have bigger problems in your sales leads generation efforts.

That is why you need to choose well. The only question here is this: how will you do it. Marketing, for one, requires skills or qualities in people that will make them successful in this kind of work.

In any case, you might want to take note of the following traits of potentially successful marketers:

  1. Unique Mindsets

    All right, having a quirky mind might seem disruptive to your marketing process, but, sometimes, being different may actually be a good thing for your company. Having a unique approach on things can be an asset to your company’s future.

  2. Potentially Good

    Come to think of it, you cannot easily hire someone who has the exact skills you need for your B2B appointment setting campaign. Most of the time, you will get only people whose skills are close to it, but not there yet. It is up to you, as the manager, to train these people and turn them into employees that you need.

  3. Hard Workers

    Now this is a quality that you rarely see in marketers these days. Most would just do what they were told to do, or stick to their schedules. As for the great ones, these are the people who would often push themselves, who would go further than what is expected of them. They will do it if they think it will help reach their objectives faster.

  4. The Specialists

    All right, we all know about multi-tasking and the need to get someone who can do everything, but, in the software business being the jack of all trades will usually make you a master of none. It is better to get someone who is really good at one type of marketing than someone who can do all, but deliver mediocre results.

    Related: Things Your Business Will Gain If You Hire A Dedicated SEO Expert Today

  5. Job Descriptions Do Not Matter

    In any case, you are hiring someone who can get you more sales leads, right? So it is expected that you are hiring one who can do a variety of things that are beyond their job description. To them, something like a list of expected tasks to perform is just a guideline. They are not afraid to extend themselves if it means helping your telemarketing processes bring better results.

  6. You Can Leave The Job to Them

    The true test of an employee’s skill or talent in lead generation is that you no longer need to supervise them. You should hire people who exhibit leadership and marketing skills that will make your company succeed.

  7. They Ask For The Job

    And if they have the proof for it, then by all means hire them. If you think about it, those who ask for the job are more inclined to help their company involved. The other way around does not really give that.

 

So, what other qualities in a B2B lead generation hire can you share?

 

Make Email Work Right In Your Appointment Setting

Make Email Work Right In Your Appointment Setting

You may have a really good product or service to offer, but if there is anything marketing can teach you, it is that none of these matter if you fail to reach your business prospects.

Reaching out to your sales leads prospects is an important, if not obvious, prerequisite of business. That is why we conduct appointment setting campaigns in the first place. One of the ways we do that is by sending emails to all interested prospects. And yes, there are interested prospects. The problem here is how to make your prospects open them, instead of deleting your messages immediately.

 

The main reason for this could be traced to fear of spam mails. We all know how irritating receiving spam can be, so we throw them away every chance we get. Too bad for us marketers, this is also the same think that run in the minds of our business prospects. You see, in their eyes, every mail that they are not expecting, reek of selling, or just plain business focused, is considered spam. And they will dispose of your business mail the moment they see it. This is the same problem that telemarketing campaigns encounter. The rejection rate is simple too high. But there is a way to handle it.

 

Trust is essential here. When you are talking to business prospects, for example, in trade fairs and the like, tell them upfront why you are asking for their mailing address. Explain to them what benefits they can get if they sign-up for your newsletters or promos, what exactly are the kinds of lead generation content that they might expect from you, as well as the frequency of your company sending it to them. This can be time consuming, but at least you find prospects who are less likely to reject you.

 

Another thing you have to cover is setting expectations. You have to tell them the time and schedule of your mails, and stick to what you tell them. Timing and consistency play a key role in the success of your email campaigns. Keep in mind of your communication as well. Talk to your B2B leads just like you would be having a regular conversation. Lots of talks now, talk of business later. Just nurture the relationship first. This will solidify your connection with them.

Related: Recognizing the Assets and Disservices of Email Marketing

 

Lastly, try not to be to varied in your email schedule and content. Too often, we hear about businesses complaining of receiving mails at unholy hours, or getting content that they have absolutely no use for. Please, do not fall in that same mistake. Sure, you want to help your sales team reach their numbers, but sending promotions to people who only signed up for newsletters or weekly sales tips will not only ruin your customers’ trust in you, it will also make you lose sales leads as well. Now that would really hurt your bottom line.

Related: Not getting new Prospects? Give your Email a Facelift

 

Yes, you can still send business emails. You just have to know how to do this right to protect your appointment setting campaign.

Handle Price Objections The Telemarketing Way

Handle Price Objections The Telemarketing Way
When doing a B2B lead generation campaign, it is always part of your job to deal with the objections.

Still, this is just part of the norm. You cannot just sell your products to potential sales leads that easily. Most will probably object to the price. When that happens, it is your job to silence the opposition (figuratively). It is all about handling the objections smartly, and with patience. You also need to talk to them as much as possible.

Now, if this is your first time to start such a campaign, it is always good sense to study the ways on handling price objections. Some of these ways are what you can find below:

  1. Being PreemptiveAnticipating what your prospect might say as an objection to your price will allow you to state the benefits of your offer.

    You should be clear and concise in what you say, and focus on the tangible and immediate benefits of your offer. Usually, once you have said your piece, your sales leads prospects will not say anything anymore. Sometimes, they even ask you to explain further.

  2. Keep Your PersistenceIn the event that your prospect is still complaining, well and good, they are actually interested.

    The only snag that they see in this is the accompanying price tag of your offer. It is up to your B2B appointment setting specialist to come up with sensible and correct counters to the objections raised. But you have to remember that this is a positive step. It is up to you and your marketing team to make a deal happen.

  3. Veer Away From the PriceOne way to counter price objections is by not dealing with the price at the start.

    There is always another way to convince your B2B leads prospect that you have a better deal for them. It is only after the objection is raised twice or thrice should you stop and think why they are still objecting.

  4. Learn More About the ObjectionsIf the prospect is has objected again regarding the price, ask them why.

    It could be for a lot of reasons, like budget allocations or restrictions on expenditures. It could even be unrelated to price, like the need does not exist or if they are already using a similar product that the competition has made. Knowing about these things can help you and your telemarketing team to come up with a better solution to their concerns.

    Related: What To Do With Sales Lead Rejection

  5. Talk About the ValueIf price is a non-negotiable point on your part, you need to raise the value of your offer itself.

    Talk to them why they should purchase your product. You can explain to them why your product is much more expensive, like the quality of the materials, the craftsmanship involved, and the after-sales service that is bundled along, even the value of it as a collector’s item over time.

There are so many ways to deal with price objections in your B2B lead generation campaigns. You just have to think more about it.

Sales and Marketing Through The Words Of An Innovator: A Tribute To Steve Jobs

Sales and Marketing Through The Words Of An Innovator A Tribute To Steve JobsAlmost 2 years after he has left the world he has changed so immensely, Steve Jobs can still be felt everywhere, not only because of the physical technology he has passed on to our succeeding generations, but also through his philosophies that have inspired millions to achieve their goals.

Steve Jobs is synonymous to Apple, and Apple is synonymous to the iPhone. The iPhone is the symbol of what’s yet to come in the field of breakthroughs in telecommunication. But behind the success of his company, Jobs became the balance between technology and serving the people who have been believers of his brand.

Here are some sales and marketing philosophies from the “gospel of Jobs”:

“Be a yardstick of quality.”

Business is about making the commitment to make excellence as a top priority.

After that, everything else will follow. There should be a standard of quality from the way products are made, services are rendered, publicity is generated, and customers are treated.

“Creativity is just connecting things.”

To be creative doesn’t require doing something from scratch.

Sometimes, all you need to do is find a connection between things and create something imaginative out of it. In sales and marketing, creativity is an integral part, but most of the time, the actions that strike a chord within people are the ones that have successfully made that creative connection.

“Marketing is about values.”

If you want people to recognize your brand or service, you have to uphold certain values that are important to them.

Although some companies are able to make their product popular by unethical means, the true success would still be measured by integrity and high regard from your consumers and competitors.

“Sometimes when you innovate, you make mistakes.”

The risk that comes with being an innovator is the possibility of making a mistake.

But most success stories generally came into form by making something better out of a previous blunder. Sales and marketing people should be able to accept that possibility as a part of the process, and instead of fearing it, make it a turning point for improvement.

“If you haven’t found it yet, keep looking. Don’t settle.”

The great minds, just like that of Jobs, are never satisfied with what they currently have.

They appreciate the triumph, but then they move on to the next project. They find new things to create or improve. They set bigger goals and commit to greater tasks. They keep doing that until they reach a point when they can finally say, “My job here is done.”

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