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Want Better B2B Lead Generation? Try These Methods

April 30, 2015
By Michelle Amodio - Telemarketing Software Contributor


We have certainly come a long way from the olden days of door-to-door and telephone sales, but even in a hyper-connected era, it’s a business imperative to collect your leads wisely and use the technologies available to sell. Perhaps it’s a bit confusing, because one might argue there are so many tools available that it’s hard to sift through what works and what doesn’t. While we have changed drastically in how we sell, there are still tried and true ways to get the leads to sell to and they’re worth keeping in your back pocket.


It’s all about connection.

To sell effectively, you need to connect. Making a connection isn’t new news, but how you connect today is going to make a difference. Thanks to social media tools and other outlets, there are more ways to reach your targeted customer base. Tapping social media helps marketers and sales pros connect customers with like-minded people, and that can help with decision-making for your potential buyers.

Profiling. It still works.

According to CustomerThink, it’s unwise to keep pestering existing leads with a form that they’ve filled out before. Try tinkering with your online forms to get information you didn’t have before; think LinkedIn, Facebook (News - Alert), both of which will have updated items you didn’t capture the first time. This will make your database more intelligent.

Content.

Before the Internet, marketers used direct mail campaigns to send out relevant content to a set of leads in an effort to get them to read and eventually buy. While direct mail still remains one of the cheapest yet most effective ways to sell, we are an online generation, so your website should create regular, relevant content to keep people coming back to your site to read more. Getting comments and conversations going? There are your leads, no stamp required.

Build a relationship.

This one should go without saying, but it’s always worth mentioning. Social media is about building relationships, much like the cold call used to be. Use the social tools to create brand awareness while making some good relationships that turn into lasting customers.

Like traditional lead generation, online lead generation is founded on demonstrating expertise and building trusting relationships. Use the old-style methods and give them a quick online makeover. You might be surprised at the leads you’ll garner. 




Edited by Rory J. Thompson



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