In
the world of B2B lead generation services, a qualified lead is a
potential client who can aid and determine the quality of a company’s product
or services. But how do we check upon qualifying a company’s sales leads? One
of the most widely-used lead-qualification techniques is the BANT
methodology.
BANT methodology is an old-school, go-to sales and lead qualification method
that helps identify leads who are most likely to make a purchase. BANT stands
for Budget, Authority, Needs, and Timeline and is a
sales qualification framework designed to identify leads worth pursuing.
When
a demand generation company uses BANT methodology, the salesperson needs
to consider the following –
·
Budget – Does the
prospect stand capable enough to purchase the product?
·
Authority – Who is
actually involved with the purchase, and who is responsible for the final
decision?
·
Need - Does the
prospect genuinely needs the product? Or is it a universal need of the team?
·
Timeline – How much time
does a particular prospect require for purchasing decision?
The
sales team considers the prospect qualified only when it replies positively to
three of the above-defined criteria.
The
BANT methodology aims to collect information, qualify leads, and focus on the
customer’s pain points. Sales representatives should provide value and have
real conservations based on active listening instead of asking prospects a
series of scripted questions.
BANT methodology VS account-based marketing solutions
Account-Based
Marketing (ABM) is a significant
technique in which organizations consider and communicate with a group of
stakeholders rather than a single person. The method of seeing the group and
compiling them into a record enables firms to recognize more significant income
by totally understanding their demands and sharing successful material that
causes them to go through the buyer’s journey.
BANT focuses on getting to know the business while dropping into the
business channel, whereas ABM solutions examine and sort this out before
going on to the prospects. Although both strategies’ procedure cycles are
fundamentally dependent on data from or about the prospect, the path to
acquiring this data differs in both techniques.
ABM focuses on
a group of organizations looking forward to ensuring their requirements and
accounts. BANT assembles its goals while making the main move toward the
client.
B2B ABM and PBM company use BANT methodology to attract customers, ensuring
top-tier success. Also, B2B HQL solutions company is known to meet BANT and sales
requirements.
Account-based marketing solutions are a common and effective strategy for B2B lead generation services companies.
With ABM solutions, it is possible to have a direct marketing
campaign for certain target accounts.
Using intent-driven marketing in ABM solutions
Using intent-driven marketing in ABM solutions can be a
powerful idea. How beneficial it will be to know exactly what topics target
accounts are researching!
It is also possible to direct extremely targeted marketing campaigns to
the targeted account. Thus, turning messages are highly relevant to their
current research questions. Also, the chances of generating leads and
converting them are much higher than broad-based messages.
Intent-driven marketing data also
helps to understand the business challenges any target account is facing. While
reaching out to these accounts, sales can provide a solution in the initial
conversation.
Combining
intent-based marketing and other digital marketing campaigns can help cater to
the attention of highly intended B2B lead generation services companies.
