The phones are ringing, web traffic is up, and the sales employer is telling everybody you're a marketing genius. Your business-to-business lead generation campaign is a success!
But before you break out the bubbly, remember that getting prospects to express interest in a stock or aid can be the easy part of business-to-business marketing. Converting those leads to sales is often a lengthy and involved process.
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Here's how to build a smart marketing strategy that engages B-to-B prospects and helps persuade them to say "yes."
Turn Leads Into Sales With a 6-Step Marketing Strategy
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6 Steps for successful Lead Conversion
Business purchases typically involve many decision-makers who can take weeks or even months to plump a vendor. Since leads may need to be nurtured over time, you need to build a association with these prospects.
Your sales team will make frequent contact with prospects while the sales process, but marketing can play a pivotal role, too. Following these six steps can help you originate a successful lead conversion marketing strategy.
1. Capture contact Data to Facilitate a Dialogue
During lead qualification, capture the contact data needed for an ongoing sales dialogue, especially e-mail addresses and permission to send e-mails. One way to get this data is to wish it for fulfillment of your original direct mail offer, such as a stock sample, free trial of your stock or service, or a premium.
It's also a good idea to ask prospects to help you identify other team members who will have a role in the purchasing decision, so you can reach out to influencers, authorizers, and end-users.
2. Construct a Data-Driven contact administration Plan
Use hope data to build a contact administration program, a thought about planned series of quarterly touches with prospects to keep them interested, keep your stock and company top of mind, and originate added opportunities to originate a response.
Use data such as company size, Naics code, industry, geography, or hereafter revenue potential to group prospects with similar characteristics into segments. Then, Construct a marketing communications plan for each segment that normally delivers information tailored to prospects' interests.
Most B-to-B marketers try to reach prospects at least quarterly. For others, a bimonthly or monthly contact is appropriate. A mix of tactics and channels, such as direct mail plus e-mail, can help you keep in touch with hard-to-reach company executives.
3. Send information that Helps Prospects Make the Buying Decision
Your goal is to persuade prospects to make the buying decision. Send information that facilitates that decision, such as:
- Product samples;
- Newsletters about business trends or stock usage, such as new applications, peripherals, upgrades, or enhancements;
- Case studies showing how others are using your stock or service;
- Customer testimonials about your company.
4. Tailor the Marketing to the Prospect
Nothing turns off a hope faster than feeling like you don't know them. Thus, it's vital that your lead conversion marketing campaigns reflect your prior contact and the budding relationship.
A data-driven sales/Crm theory can help you track contact with prospects and tailor hereafter initiatives to each individual. It's also smart to customize communications to varied individuals within a company according to their level of authority and their role in the buying process.
5. Treat Top Prospects Like They're Already Customers
Even among grand prospects, all are not equal. Move your very best leads - those with the most likelihood of converting to a sale or contribution the highest potential revenue - into a favorite contact queue that treats them like they're already customers.
Send these prospects higher-end, highly personalized direct mail and reconsider contribution them, for a small time, plump advantages only your customers receive, such as special offers, favorite pricing, new stock previews, or underground invitations to customer-only events.
6. originate Opportunities for a Face-to-Face Dialogue
The Holy Grail for most business-to-business sales reps is an in-person meeting with the prospect. identify potential opportunities for face-to-face contact and use direct marketing to promote them. Ask prospects to events, seminars, or educational programs, or encourage them to meet with you or attend activities you sponsor at trade shows.
When They Still Haven't Said "Yes"
Be realistic about the timeframe for B-to-B lead conversion. What seems like a long time to you can seem perfectly approved to the prospect. Keep your best prospects on your contact list, be sure to keep the list current, and continue sending marketing messages to prospects that clearly have a need for what you sell. Reveal regularly, stay on the prospect's radar screen, and your next marketing initiative could be the one that ultimately results in the sale.
Turn Leads Into Sales With a 6-Step Marketing Strategy
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