Lead Generation is a key focus for many of our clients when
they begin working with us – at the end of the day, without sales
how will your business grow?
In order to keep your business afloat, your pipeline needs
to be stocked with a healthy pool of leads that you can reach out to and convert
into sales. Whilst you may be tempted to target as many potential prospects as
you can with your offering, it is more often than not better to tread lightly,
carrying out market research and using buyer personas to sketch out exactly
what the best lead looks like to you. It is essential that leads are of a good
quality, in line with your target audience and meeting your criteria – for us,
and you, there should always be a focus on quality
So, how do we go about generating quality B2B leads for our
As an outsourced sales and Demand Generation partner, we are
lucky enough to be able to work hand in hand with our sister company, Roots to
Market. Our combined specialisms allow us to provide fully integrated sales and
marketing services to our clients, helping them to generate qualified B2B leads.
When it comes to generating leads, we understand that cold
calling prospects alone is not always the right approach. More often than not, the
most effective method is an integrated sales and marketing approach. This
involves rolling out Demand Generation campaigns before launching any outsourced
sales calls, where Roots will create pre-call emails to introduce the brand and
warm prospects, social media campaigns to generate opportunities through data
capture and nurture email campaigns to support B2B leads through the sales
Working with Roots, and utilising their Demand Generation
expertise, we are able to score B2B leads as they work their way through the marketing
and sales process. This intelligent approach allows us to gauge when it would
be a good time to reach out to prospects with a call, based on how they
interact with our clients marketing collateral, such as blogs, whitepapers,
emails and adverts.
When a prospect reaches a score that our clients deem high
enough to warrant a call, it shouldn’t feel out of the blue, as they will have
already engaged with our clients offering in a number of ways, through the
marketing activity – whether that’s downloading a white paper or completing a
form fill on a social advert.
The human touch
Although our integrated approach allows us to reach
prospects the more aware stage of the sales process, we understand the important
role that a human voice still plays in what we do. In our digital world, it has
never been more valuable and will ultimately be what closes the B2B lead into a
Whilst prospects can find out much of what they need to know
online, many B2B leads are looking for high value products or offerings that
they need to discuss before making a purchase. In reaching out to the B2B leads
generated with a call, our business development team are able to fully
understand their needs or business pain points and discuss how our clients
offering can help them to overcome these.
As opposed to chat bots or mass cold calls, our campaigns
are based on personalised conversations which offer a consultative approach.
When we call a prospect, we offer an ‘expert voice’ and we understand that
these B2B leads may still not be ready to buy for a number of reasons – they
may be tied into a contract with a competitor, for example.
When generating B2B leads, what is most important is that
you get your product or service in front of prospects that have a genuine need
or interest – which is why qualification criteria is so important. You need to
qualify if they are right for you or whether to move on, as you may have
thousands of leads but if they don’t 100% understand or have a need for the
product, it isn’t worth spending the time talking to them when you could be
closing sales with better qualified B2B leads.
If you feel that you could benefit from the services of our integrated
team to generate you B2B leads, get in touch today. Call 0345 241
3038 or email firstname.lastname@example.org.