Many business marketers focus too much on target numbers, KPI, and other quotas that need to be filled. Well who can blame them as it is part of their job. However, here in lies the error of their ways; they tend to forget about the well-being of their prospects. Thus, all their their efforts will have turned out for naught.
THE SOLUTION IS SIMPLE – STOP DOING B2B LEAD GENERATION!
Well, not really; the real answer is that you should focus more on transforming b2b leads into loyal clients instead of focusing on your quotas.
You (as a business-to-business marketer) can gain a lot from loyalty marketing. Business clients tend to be fewer in number as opposed to normal consumers but are much more valuable. This means you cannot stand to lose even a single business lead.
The question is, how can you keep your leads’ interests at an all time high and existing clientèle to keep on purchasing from you?
TRADITIONAL SOLUTIONS TO B2B LEAD GENERATION
Do not get this statement wrong; we are still talking about generating business leads.
Since it is a given that getting potential and existing clients loyal is of utmost importance, many business marketers will rely on investing in loyalty drivers. One of the most basic of approaches (and also the simplest) is account management.
Within the walls of a well-run company, there should be a team that is in charge of the whole lead generation operation. They should administrate the campaign in understanding their target markets and with what is currently going on within the account. Such a team will also facilitate the sales and marketing personnel to properly deliver the message regarding the company’s products and/or services.
This is perhaps the most basic approach in properly generating leads and has withstood the test of time in giving companies proper results.
But as b2b lead generation becomes more complex over time, many have already taken into account new methods for increasing productivity. For instance:
Market segmentation. Not all b2b leads are created equal so it is best to sort potential clients into varying data structures like number of employees, annual income, and value.
In-house incentive programs. Sometimes lead generators and appointment setters need that extra encouragement for all their hard work. Certain reward programs are used to mimic the buying behavior of purchasing clients. It is to supply the campaign with enough determination to complete goals.
Sometimes the methods for creating and keeping loyalty from targeted b2b leads can be found inside company walls.
NEW DEVELOPMENTS IN B2B LEAD GENERATION
With the advent of the World Wide Web, generating b2b leads has already taken into the Internet. Business marketers build their ranks by posting to social media websites like Twitter, Facebook, or LinkedIn.
Due to this new aspect of b2b lead generation, other companies have started to involve a process known as “gamification.” The idea here is for prospects to participate in certain games, events, and competitions that will naturally involve the acquisition of certain prizes. Through gamification, it can build interests and loyalty to prospects, and even towards existing clientèle.
If you have experience with the above mentioned techniques in building loyalty through b2b lead generation, share us your experiences.