The Secret Sauce for Demand Generation in 2021

 

B2B marketers often juggle between generating demand for a product or service and then generating leads.

Often used interchangeably, marketers need to understand a thin line that differentiates demand generation from lead generation. Even though these two concepts differ from each other, both are equally important to generate revenue and skyrocket your brand. Therefore, creating and executing demand generation solutions that bring together marketing and sales is highly essential.

Well, marketing is a genre that can go beyond your imagination.

You will be amazed to know how red bull once strategically placed empty and crushed cans of the product outside nightclubs in the garbage. This made people think that the drink was popular and consumed on a large scale, so they started buying it, leading to increased sales.

Creativity is an element that can change things overnight. On the contrary, consistent efforts and executing a well-curated strategy to bring sales and marketing on the same page are extremely essential.

The difference between sales and marketing is often not understood. There is always confusion. To demystify, sales refer to activities that lead to the selling of goods or services, and marketing is a bunch of activities that generate interest for the product or service.

No matter what the difference is, it needs to get sales and marketing working in tandem for a business to generate revenue, goodwill, and brand.

Focusing on demand generation, it is not just necessary to get leads in the pipeline. At the same time, it is essential to create high-quality leads that engage with your brand and generate revenue.

The secret sauce for demand generation in 2021

I agree that we are already halfway through 2021, but rethinking strategies is the right thing to do at a given point in time if they are not delivering as expected.

1.    Generate more leads

Leads keep the sales funnel alive. If there are no leads, there is nothing that the sales teams can work on to generate revenue.

However, to get the sales team some real action, it is essential to have Sales QualifiedLeads and Marketing Qualified Leads Services and professional HQL solutions.

2.    Data, data, data

On average, we generate approximately 1.145 trillion MB every day. Imagine how useful this data can be for a business?

In the era where the world experiences exponential growth in big data and business intelligence solutions, Data Solutions & Management Company offers businesses a strategic outlook.

Considering key strategies and end goals of businesses, professional B2B  Data Management Solutions offer insightful solutions that are useful in the long run.

3.    Understand what works for your business

Abbreviated for, Budget, Authority, Need, and Timeline, BANT is a framework that helps businesses identify the intensity of a qualified lead. Based on the BANT parameters, it becomes easy for the sales reps to determine which lead needs their attention first.

Leading BANTMarketing Service Providers understand all the essential elements and offer solutions to help businesses outperform by catering to the right lead at the right time.

Takeaway

Demand generation is dynamic. It is different for different businesses at the given point in time. So, make sure to understand what your business needs now and when approaches need to be changed. Getting associated with a professional demand generation company can do all of this in an extremely professional manner.

Boost-Up Your Revenue Pipeline with B2B Appointment Setting Services

Appointment setting services – a win-win moment for the sales team

In this competitive world, majorly in the B2B domain, synchronization between the B2B marketing strategy and sales endeavors is an essential prerequisite to optimizing sales conversion.

Here is what an archetypal day for an enterprise sales rep looks like - producing leads, client meetings, cold calls, negotiations, drafting proposals, sales reports, and the list goes on and on….

Good things may come to those who wait, but great business comes to those who nurture qualified leads.

Lead generation and appointment setting go hand in hand. This is because appointment setting with a client gives the company a chance to produce more leads and boost the overall company revenue.

B2B lead generation services will help one produce -

·         High quality leads (HQL) 

·         Marketing qualified leads (MQL)

·         BANT marketing leads

·         Sales qualified leads (SQL)

B2B appointmentsetting services play an important role in producing high marketing qualified leads and sales qualified leads (SQL) to maintain a steady pipeline by enhancing Return on Investment (ROI) of the sales.

B2B enterprises worldwide are outsourcing the appointment setting aspect for their business development program and find it profitable.

Organizations of any size (small, medium, or large) could take the help of B2B sales appointment setting services to enhance business, thus accounting for high revenue.

Five key advantages of B2B appointment setting services –

·         Digital footprinting and tracking of appointments

·         Consultative approach toward forced products in telemarketing

·         Lead nurturing

·         Offers a higher rate of sales closure

·         Helps in maintaining a perennial and high-quality sales pipeline

B2B appointment setting services ensure that the organization increases the probability of closure of a sales qualified lead at the right time by booking the client’s appointment.

Two primary objectives of B2B appointment setting services are as follows:

·         Optimizing sales conversions

·         Offering enhanced user experience (UX)

ABM–another VIP play card

ABM (account based marketing) is another crucial play card in the B2B lead generation industry. ABM solutions help align sales and marketing teams to promote long-term business growth, boost revenue, and delight clientele. The enhanced version of ABM is called people based marketing (PBM).

Along with appointment setting, there is another term called “installed base marketing,” i.e., it helps B2B companies (B2B demand generation companies and others) to up-sell and cross-sell to present consumers.

Installed base marketing

Installed base marketing is the only great way to get new customers. Installed base marketing could help marketing and lead generation efforts by –

·         Developing targeted account lists based on revenue, industry, present technologies used, and employee size

·         Developing highly efficient email campaigns that increase click-through rates and open rates

·         Help understanding data intelligence for better industry segmentation and nurture marketing and sales campaigns

·         With the help of an HQL service provider, one could produce high quality leads and boost the overall organization’s revenue in the B2B industry.

Final words

First, the B2B appointment setting process is a little time-consuming and needs expertise with the right skillset. However, there is no doubt – appointment setting is an integral part of B2B sales and business growth.

The marketing qualified lead and sales qualified lead systems help determine how ready a lead (prospect) is for conversation. Also, at a granular level, ABM solution is a win-win strategy for consumers, sales, and marketing in demand generation companies.

The present-day work environment makes it difficult for entities such as a demand generation company and a PBMservice provider company to run a successful lead generation campaign. Therefore, installed base marketing is important and a must to maximize opportunities for clients.

A Comprehensive B2B Lead Generation Guide to Find Interested Prospects for SMEs

The Coronavirus pandemic has played a catalyst to interrupt business and marketing plans across the globe. Thus, making it inevitable for marketers to expedite their B2B demand generation strategy to make sure their sales pipeline has enough fuel to maintain the bottom line and make a noticeable difference to the earnings.

Before the new normal when social distancing was foreign to our ears, hosting, participating and sponsoring trade events, business conventions, and conferences was a great way of networking to find interested prospects to generate sales.

As per a recent survey, B2B organizations’ investment in live events is expected to increase by 39% in 2020. However, the pandemic changed everything overnight, making it essential for humans to lose human touch and stay connected digitally. So, the current challenge for marketers is to blend in the new normal to ensure they continue to generate sales qualified leads.

SMEs, pandemic, and B2B demand generation

To reach the epitome of business, small and medium scale businesses require qualified leads more than anyone else.

In 2020,  small and medium scale businesses are among the most adversely affected sections due to the pandemic. Therefore, this is when professional B2B demand generation services such as digital marketing services, sales enablement services, content syndication program, and a few others can make all the difference.

Imagine kick-starting the week with over 10 sales inquiries in your inbox!

It is still possible.

Here are some important tactics for a healthy sales pipeline in 2020 and beyond

Never in recent history has the market witnessed such a tremendous shift overnight. Right from social distancing to work-from-home mandates managed to reshuffle a plethora of marketing elements. But the need for leads has not changed.

So let’s look at various ways to bag quality and qualified leads even during the pandemic.

Data management solutions

Believe it or not, the barrier to lead generation success is the lack of quality data. With the increase of mobile devices and wide acceptance of technologies such as artificial intelligence, big data, and more, data is easily available. But the data will make sense only if it tells a powerful story about your customer.

Remember, if your data is capable of getting into the prospect’s mind, then every bit of it is worth it. But I am sure a lot of you want to how to get this done. In a digitally progressing world, several data solutions companies offer comprehensive data solutions to sync with your lead generation strategy.

These companies often offer the following –

·         Clean and concise database

·         Reliable data

·         Customer profiling supported by research

·         Data-driven segmentation

·         Improved engagement

Installed base campaigns

 

Installed base marketing campaigns help businesses get quality customer insights of users that use one or more of your products or services. It also analyzes install base data of partners to derive newer and better buyer profiles and preferences’ insights to open doors to a plethora of new brand new opportunities to cross-sell, up-sell, and drive more and more customers to what your company has to offer.

B2B appointment setting services

In simple terms, B2B appointment setting services is the act of networking with leads and setting up sales meets to further discuss business opportunities.

This is why SMEs should use B2B appointment setting services,

·         To get more sales leads

·         Focus on your target market

·         Identify buyer personas

·         Nurture leads

·         Accomplish revenue goals

Note: In addition to these, companies can also explore services such as Account-Based Marketing Service and HQL services provided by professional B2B led generation companies.

Conclusion

Investing in reliable B2B lead generation services is like fishing in a pond full of fish. A professional workforce, suitable tools, strong networking, and experience help boost the bottom line of businesses from different industry verticals.

Therefore, make a clear choice for business success by investing in the most suitable B2B lead generation services for your business.

The A to Z of B2B Lead Generation

How to sell?

Bootstrapping or running a multimillion business empire, we often know what we want to sell. But the million-dollar question is, do we know how to sell?

Every product is different, and so are the people who consume it. Therefore, applying a universal marketing fundamental is going to do no good. This is where professional B2B lead generation services make a difference.

Finding target prospects that can be your ideal customers

B2B Lead generation is not about having excel sheets full of lead data. Instead, it is about working with a plan that helps businesses not miss out on target prospects that can be future customers.

Remember, a lead is where it all begins. Without leads, there are no clients, and no clients mean no revenue. So, concisely, leads are the essential element responsible for business success.

Now, the obvious question for every marketer is, how do I get these leads?

Tips on finding high-quality leads

B2B lead generation is not as easy as you think. In the digital era that offers several options to grab user attention, almost every marketer has a list of their favorite leadgeneration strategies. Therefore, investing in the right assortment of solutions is a must.

The supporting cast

Want to bank on promising leads? Take a look at the supporting cast. 

Website Optimization

Content Marketing

Content Syndication

Social Media Marketing

Email Marketing

Automation and more

Interesting statistics

Outsourced lead generation is likely to be 43% more effective compared to in-house

Interestingly, cold calls receive a 46% higher success rate on Wednesdays compared to Mondays

61% of marketers believe that generating traffic and leads is their top challenge

Decoding robust B2B lead generation solutions

Marketing qualified leads

Marketing qualified leads is a concept that focuses on quality rather than quantity. Therefore, smaller sets of promising prospects are way better than hundreds and thousands of people who do not exercise any purchasing power.

Benefits of signing up for marketing qualified lead generation services

·         Saves time and efforts

·         Enhances sales workload

·         Better aligns sales and marketing

·         Offers higher ROI

 

Demand generation services

 

For some businesses, there is no shortage of leads that make the top of their sales and marketing funnel. However, the challenge here is to enhance lead quality and push only the promising leads to the sales department, making testing and quality a critical element.

 

Therefore, it is essential to choose solutions that focus on -

 

·         Lead scoring process review and refinement

·         Lead nurturing program design and development

·         A/B testing and campaign improvement

·         Reporting and analysis

 

People-based marketing solutions

 

People-basedmarketing solutions deploy data collected by marketers to identify exact customer and customer behavior.

 

Growing in popularity, with the fundamental of targeting people and not devices, people-based marketing facilitates a better understanding of customers and results in optimal reach towards marketing campaigns.

 

Hiring these solutions helps businesses learn more about how their customers like to purchase, the different ways to connect and communicate with them, and what they think about the product.

 

Benefits

 

·         Helps understand the customer better

·         Facilitates effective retargeting

·         Eliminates targeting bots

 

Content syndication services

 

Content makes a difference. And if you are serious about generating leads that convert, it is time to work-around with content.

In every phase of the lead lifecycle, content plays an essential role. Hierarchy wise, at the top of the funnel, quality and relevant content can create awareness and drive initial response.

In the sales cycle routine, content syndication focuses on nurturing programs and adds power to the sales team. Moreover, content syndication services also focus on republishing content on several websites and platforms to garner exposure.

 

Benefits

·         Exposure to the target audience

·         SEO boost

·         Brand Reputation

 

Conclusion

“Do Something Today That Your Future Will Thank You For.”

The anonymous quote comes across with a deep meaning, and associating the concept to the world of business indeed triggers a thought of making the right move right now, to be able to relish the fruit of success, growth, and consistency in the future.

So why not bank on qualified B2B sales leads that can be celebrated at the annual success party?

PS: “No one knows where B2B leads come from.” Therefore, investing in the right mix of B2B lead generation services is a must.

Understand Marketing Nuances to Generate Highly Qualified Leads (HQLs)

The world of marketing is tangled and full of puzzles. Agree or not!

Since 19-something, when the concept of marketing incepted, till today, there has been a drastic change in the way people market their products and services. More so, methods and techniques that marketers practiced a few years back might not be ineffect today.

To be precise, there was a monopoly of manufacturers, and the marketing fundamental was simple – the product will sell automatically if the consumer really needs it. In fact, they used to sell at higher prices since the customers had very little choice.

To now, when you can find thousands of vendors for a single product type. With an advanced mindset and awareness, where people emphasize utility, quality, value for money items, the competition is tough. The theory is if the product is manufactured, keeping in mind the quality, environment, and social concerns, it is more likely to sell.

In addition to it, the efforts have to be in multiple directions today. It is only possible to reach the customers easily if the marketers ensure to lure the customers with marketing tactics such as install base campaigns, sales enablement services, HQL sales campaigns, content syndication marketing, and PBM solutions. However, the similarity is thatmarketers can still identify the potential leads and make strategies based on the target audience. They can still find out what entices the audience and strategize the marketing tactics revolving around it, which is more or less the same to the early years of marketing.

So, one thing is clear – the marketing hustle becomes easy when you have access to quality leads or highly qualified leads. The experts of this domain are demand generation and marketing qualified leads companies.

What are highly qualified leads for your business?

Do you work at or run a business that lives or dies by the number of qualified leads that come in. For those in the services business, especially B2B businesses, know the struggle. The b2b businesses are about getting more leads than they close into contracts. The second answer is “converting more leads into sales,” this happens after the business has figured top-of-the-funnel lead generation processes.

“The sales team owns the sales funnel. But as a B2B marketer, you feed the top of their funnel.” – Doug Kessler, Co-founder and Creative Director of Velocity

Meaning, the duties lie in the hands of B2B marketer to fill the top layer with qualified leads, including marketing qualified leads (MQL), sales qualified leads (SQL), and highly qualified leads (HQL).

These are the leaders that fulfillthe service level agreement (SLA) between marketing and sales. Someone who meets the ideal customer profile, has an interest in learning about the company, can answer some basic qualifying questions, expressed interest in talking to one of the sales executives can be termed as a highly qualified lead.

How to generate qualified leads?

Lead generation is a broad term consisting of various methods & techniques. Marketers either prefer the below techniquesof lead generation:

·         Content syndication

·         Outbound content promotion by phone or email

·         B2B appointment setting services

·         B2B demand generation services

·         Website chat

·         Event leads

OR

Ensure the inclusion of these steps in their marketing strategy:

Understand what makes a qualified lead

Whatmakes it look like a quality lead is when they find that lead sees a lot of value in your solution. Also, it is required for them to know your business purpose, credibility (years in business or success story), and solutions that define your business idea. It gets easier to convince someone to purchase if they have a good idea aboutyour business.

Establish buyer’s persona

It is also required to get inside the brain of the buyer as it provides a deeper level of insight like none other. Customer surveys, focus groups,and install base campaigns are all the tools for learning how to build the trust of target buyers and influencers.

Use the right data

After identifying the potential buyers for your business, you can find the tangible aspects of their desires and behaviors. It is not only the generation of data but also making the right use of the data to communicate with the buyers and develop methodologies for converting them. So, ensure that your plan has room for data solutions services too.

Building revenue model

HQL lead generation is about talking to the right people at the right time in their business stage. As quality comes into focus, it is required for you to emphasize less on more number of prospects but more on sales-ready leads. Though you will get a limited number of leads with marketing services such as PBM solutions and BANT campaign, all of those are sales qualified leads thathave a higher chance of a conversion.

Moreover, your efforts can also revolve around using long-tail keywords, referring to social media to build a relationship with customers, creating landing pages in the form of product demos, advanced webinars, and software trials. All of these practices will create a path toward sales qualified leads or highly qualified leads for a business.

And,

You might be doing this last practice, but, if not, give it a go. Actively connect with prospects in professional networks such as LinkedIn, AngelList, and F6S. These platforms help professionals, start-up founders, and decision-makers connect, which is ultimately positive for building a marketing base.

To sum up

In a business environment, where buyers are making decisions about what companies to engage with using interactive tools, the quality of leads has become an essential thing to consider. A key feature of the change is that there will be concentration toward fewer but more profitable deals.

Fortunately, there is a clear roadmap for HQL lead generation now. It is not a single factor or method that leads to highly qualified leads ready to convert. Several techniques and marketing strategiescome together in the right manner for final conversion. The above article involves a list of methods and techniques, when implemented,will draw positive sales results.

Note: These are not all in all tactics for the generation of highly qualified leads; you might come across several other ways.

Understand what works best for your business and put it into practice! 

How to Play with Data for Qualitative Lead Generation and Effective Marketing?

You hold good command of your business. You know the right drill to sell the product or service. You have the right bunch of people around you—your team. But there could be one thing which is holding back your business from growth.

It is the right set of information or data.

Once you own the right set of data–ranging from consumer persona, buyer’s demands, likes, and dislikes, and of course, the right product to offer—you may very well venture out on the targeted install base campaigns and marketing strategies.

The world that we live in today is full of technological marvels. Now, more than ever, it becomes quite important that even the remotest marketing agency has the necessary armor to survive in the competitive world. For small, medium, or large scale enterprises, the leaders can make a difference to the outcomes by resorting to marketing qualified leads services, data solutions, demand generation solutions, and HQL generation services for the consumers.

The importance of the right data cannot be underestimated in the modern landscape. You won’t find the strategies that are created on the basis of instincts and education.

Do you relate to this list of data gaps?

With data gaps, it refers to key pieces of information that are missing in planning and execution. You and your teams are in search of data to conduct some analysis or draw a conclusion. These data gaps can include knowledge about customers, sales prospects, list of competitors and their approach, and the internal performance of the company. Generally, people find out these gaps in the upfront strategy setting and at all stages of execution.

Build up your marketing and sales plan with the right data

For businesses, it is not just sufficient to create an effective marketing and sales plan but also implement ways to generate marketing qualified leads.

1.     Data solutions

For optimizing data, it is required to cleanse the data and remove duplication (if it exists). The service of de-duplication includes identification and removal of duplicate records in marketing automation and CRM (Customer Relationship Management) platforms. Data solutions include normalization of data, which is about ensuring that the data is clean, complete, and meaningful for the business.

2.     Demand generation solutions

It involves a technique where customers are engaged and informed up to a level where they get excited about the offered products and services. The process of engaging customers to complete the process of demand generation includes reaching out to the market, promoting new products, and nudging silent, inactive customers. It is about creating a strong database of potential customers proactively for the future sales requirements of the market. Demand generation involves the complete strategic process of acquiring potential customers.

3.     Install base targeting

With the identification of the database of users that use one or more of the products, and by analyzing the install base of competitors, you can easily unveil new insights into the buyer’s profile and preferences. The approach is generally recognized by install base targeting or install base marketing.

4.     HQL solutions

You might not know, but some leads are perfectly primed to purchase. Some individuals are involved in the decision-making process, and who are ready to get into meaningful conversations and have a requirement that your solution can address.

So, the drill is to identify these sales-ready leads and then develop assets and campaigns to engage and qualify them. The data is generated in a way where the analysts find out potential leads, also called high quality lead generation, examine whether they will fit or not, and then pass on their info to the sales and marketing teams.

5.     ABM & PBM solutions

The ABM (account-based marketing) integrates touchpoints with key account contacts across multiple channels with an objective to increase engagement and conversion. It generates data that contains the list of prospects that are likely to buy and the right time to engage accounts. ABM marketing involves personalizing user experience by gaining their trust, custom creation of content, and educating the audience about the products and services.

Another quite similar and next level method to ABM is PBM (person-based marketing). In this approach, the marketers and salesperson get to talk to the prospective consumers and learn about their behavior and choices. They then send out ads only to the decision-makers in the targeted company and generate data out of the ad impact and the reaction as soon as the email is sent.

Sharpen your marketing and sales plan with the right approach

1.     Improve customer lifetime value

There are several opportunities to identify underserved customers. Take a step toward identification, which will boost the company’s revenues fivefold for its products. This approach also helps in the retention of customers. Also, the business needs to find out how to engage a customer well before he takes some action and decides to leave. Install base marketing and install base targeting come in quite handy here.

2.     Change management

Earlier, traditional sales planning relied on account segmentation and historical knowledge than up-to-date facts. But it leads to a sales model that will become inefficient and inconsistent over time. If a sales operations team introduces basic analytics to sales planning, resource allocation becomes much more effective. It has the ability to turn up sales by 5–10%. Analytics has the power of revolutionizing the understanding of sales talent and field behavior.

These analytics also help in identifying the best salespeople and allocate them the most important accounts. It will also reveal the important traits of high-performing people, which will help in the development of other individuals too.

Conclusion

So, basically, when the idea is to enhance the sales and marketing plan, as a team, you should find out what you don’t know. It is like arming yourself with intelligent data that will help in making meaningful and informed decisions. The data can be generated after implementing HQL generation, ABM, install base targeting, and demand generation solutions. Take the help or outsource a marketing qualified leadscompany offering these solutions and lead the way toward actionable insights. Therefore, the data and information will always lead to a thriving business as the status quo is a dangerous place in a business marketplace.