The New Rules of B2B Lead Generation
by Admin
Posted on 23-05-2023 06:08 AM
How do you choose which tactics to use? there are a few rules of thumb. First, you should “fish where the fish are” – that means you should find out where your customers typically look for information and concentrate your lead generation there.
For example, if they spend a lot of
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on particular websites or are members of a professional association then you should look at tactics that can target those areas. Secondly, assess the cost per lead for a particular tactic. For example, if you have a sale value over $5000 per unit then online pay-per-click advertising may make financial sense i.
The third and final stage, bottom-of-funnel, is where the rubber meets the road. It's the stage where your business finally converts interested prospects into paying customers. It's where conversion rates are measured and b2b marketers can truly understand which pieces of their overall strategy are most effective in generating sales. The conversion rates and cost per lead on bofu campaigns may be higher, but the quality of the lead is also typically better. No two prospects or leads are the same. Some will convert in a matter of days, while others will take months of lead nurturing. That's why it's important to constantly evaluate every stage of the funnel and understand how it impacts your b2b lead generation process.
Customer service is a key part of the customer experience. At its core customer service is just communication. It is the sum of the conversations, interactions, and engagement between the customer and the company. Each time your business is interacting with a customer, they are “serving” them in some way. Now of course, strictly speaking, customer service is considered to be when the business is actively helping solve a customer problem. Customer service is a specific element of customer-business communication and one that must be done right. These interactions don’t exist in a bubble. Each interaction has the potential to make or break the customer’s experience and guide how they behave in the future.
What Clients Want Right Now
At the beginning of 2020, it was the norm for any respectable technology industry leader in business to business (b2b) sales to spend upwards of 80% of their time on the road and with clients.
They would be on continuous lookout for new prospects and qualified leads through face-to-face interactions, taking potential clients to sporting events and chatting them up at annual conferences. Ironically, given the industry, not much science or tech was behind the development of pipelines or closing the deal. As a result of the global pandemic, this same seller travels much less or not at all, finding themselves with a lot more time on their hands but with the same, or even greater, quotas they need to hit in the next quarter.
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Word-of-mouth advertising is as important as ever, and the ways in which people spread the word about their favorite businesses have changed drastically with technology. Customer referral programs have become even more useful to generate leads, since they’re now easier to quantify and track. If you sell a product or service online, you can develop customized referral codes for individual clients and prospects: a new client gets a discount for their first purchase, and your loyal client gets a referral discount, too. Customers can email, text or share their referral code via social media channels, thus increasing your chances of referrals.