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    B2B Sales Lead Nurturing

    An interesting observation in a recent post by Ardath Albee on the “Selling To Big Companies Blog” caught my attention when she said “The bigger concern these days is being found at that opportune moment“. I couldn’t agree more.

    We just returned a call to a customer who has contacted us since they have a requirement we might be able to help them with although the first time we got in touch with her company was well over 3 months ago when they didn’t have this requirement and were not ready to buy. Whats important to us is that when they did have a requirement, we were up there on their radar. You have to agree that no matter how many features or how extensive your product or service is, no one is going to buy it till they are are ready to buy and have a clear requirement. How do you know when a prospect is ready to buy and know that opportune moment? Well you can’t always know for sure but thats why lead nurturing is so important.

    Ardath also says “If you want to pass muster during your buyers’ qualification process, your marketing communications and website content need to help them explore, analyze and understand the options available for solving the problems they have.” Similarly when it comes to tele-prospecting your message should coincide with this pain point and focus around creating awareness on how you maybe able to help solve this if and when your prospect does come across this problem. Once they are aware of your offering its a matter of keeping in touch from time to time, directing them to your communications and website through nurturing and they will find you at that opportune moment when they are seeking a resolution to the problem that you can help them with.

     

    b2b sales

     

    The thing about closing deals and getting contracts signed in B2B selling is no matter how good you are, there can always be unpredictability and its not over till its over. How many times have you been so sure that a deal was going to close when the day before the contract was to be signed, the company who was buying got acquired, the person whom you negotiated with moved to another company or decided they may have to wait since something has just come up which may change things?

     

    Just when you think you are done with your sales quota just before the end of the quarter and you think its time to take it easy now and all of a sudden something changes, the pipeline of closures that were supposed to fall through don’t and you are left high and dry without much time left to set things right. Alright I admit that may sound a bit dramatic but closure is not always predictable and doesn’t always happen the way you expect them or when you expect them and its always better to be conservative with expectations and end up closing a bit above the goal rather than falling short. Some things you can do to avoid disappointment are:

     

    - Set expectations right while setting your goal and plan for the worst

     

    - Don’t count your chickens before they hatch or rather before they sign the dotted line that way you know exactly where you stand at any point in time and are not looking at what the numbers might be should everything work out perfectly and every prospect convert into sales

     

    - Always maintain a larger pipeline of qualified warm leads than you need so you have prospects to fall back on if some of those you are expecting will convert don’t work out

     

    - Pursue closures aggressively right from the start and don’t wait till the end of the month or for just before a sales target deadline to push for closures

     

    Its not over till the fat lady sings …. or the sale is complete.

     

    sample-data Introducing The All New Active Contacts F500 Database

     

    We have just updated and gone live with a new version of Activecontacts.net F500 which is good news for sales and marketing folks who target IT business contacts within the Fortune 500 companies. The database currently has a little over 8000 technology contacts within the fortune 500 companies and includes contacts ranging from higher VP level contacts to deep rooted contacts which provides reach across levels and this database will continue to grow and be updated. Having used subscription databases before one of the biggest drawbacks we have seen is that although the number of contacts grow the quality of the data has a shelf life and deteriorates to the point where your campaigns run ineffective because the data was no longer valid. Instead of having a very large database which is virtually impossible to keep updated we have a more focussed database which provides all the important contact data for decision makers within these companies and a good range of roles while keeping it small enough so that our internal team can update the database regularly and keep the quality of the data fresh. ActiveContacts has been built keeping in mind the data that is required to run email, direct mail and telephone based campaigns and includes email addresses and direct or one-hop phone numbers with each contact. So if you are in the IT space and the Fortune 500 is your next target get in touch with us and we’ll help you get started with ActiveConatcts.

     
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    • Hi folks, welcome to our blog where we discuss smart b2b demand creation strategies and highlight our experiences in delivering expert lead generation services to global technology companies at Better, Inc.
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