8 Effective B2B Sales Techniques

Effective B2B Lead

Generation Techniques

A webinar by

Rahul Shrivastava

Deputy Manager-Business Development, Cyient Limited

8

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Target Audience

Consulting Companies

Business Services

Information Technologies

Telecommunications

Heavy Industries

Banks and Financial Services for enterprises

Corporate Education

Lead Generation Principles are also of great value to companies in B2C Sector like

insurance companies, banks, financial services and credit institution for end

customer, real state services, healthcare, education and training etc.

Lead Generation

Lead Generation is a marketing activity aimed at acquiring direct contacts of

a seller’s prospective customers that have demonstrated some interest in the

seller’s goods and services.

A Potential client found as a result of such an activity is called a Lead

Lead Generation is based on statistics and testing, which makes the process

more science than art. But in actual it is an art.

Lead Generation aims to achieve certain quantitative goals and seeks to gain

the maximum return on investment.

Objective & Key Takeaways

Knowing and Targeting the right customer

How to put in efforts in the right areas to generate results

Knowing which audiences to focus on the most, and how

Importance of Lead Generation

Lead Generation is a job that is highly appreciated by a company’s top management, as the process creates concrete results, that show marketing works.

To gain recognition, appreciation, and concrete results, each marketing specialist must master lead generation techniques

Lead Generation is necessary for all the companies with direct sales that need more deals and want to optimize their sales business processes

This Webinar is for lead generation specialists, marketing managers, PR, and advertising specialists, sales and channels specialists and business development professionals, telemarketers and call center operators

Did your lead generation campaigns in2015 bring you new leads

No, we do not have

and sales?

Partially, we havenew leads, but no

sales from them.

14%

any leads.1%

Yes, we have newleads and sales.

85%

© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

Which was the average quality of the leadsfound and attracted in 2015?

The leads wereconstantly of an excellent quality,

ready to start sales.

Don't know.5%

All of the leads were 3/4 of the leads wereof a good quality,

which for the most part is taken into

sales or lead nurturing.

of poor quality.1%

3/4 of the leads wereof poor quality and were disqualified.

11%

7%

28%

Half of the leads wasof good quality and are taken into sales or lead nurturing.

48%


Prospecting –Sources of New Customers

News Media

Competitors

Industry association memberships

Referrals from partners and existing clients

Networking through fraternal organizations

Telemarketing

Direct Mailing

Advertisement

Cold Calling

Websites and blogs

Tradeshows

What is your target Market?

Develop your target market. Identify your prospect’s profile. There are mainly

two markets:

Natural Market

Niche Market

Which activities were the most effective forlead generation?

Marketing e‐mails

Events and webinars

Web‐site

Telemarketing

Search engine optimization

Business meetings arrangements

Marketing researches for lead generation

Content marketing

Social media marketing

Ads in search engines (pay‐per‐click)

Social media advertising

Online ads

Other

Offline ads (TV, radio, banners)

Fax and snail mails

57%

46%

41%

38%

35%

33%

33%

33%

24%

24%

23%

16%

6%

5%

3%


Focusing on Techniques

Direct Mail Marketing

Cold Calling

Trade Shows

Referrals from existing Customers

Approach

No matter what your prospecting method is, the basic principles do not change,

whether it is through telephone, cold calls or through direct mail. The basic

approach remains identical

Guidelines to follow:

Your opening statement must grab the prospect’s attention

Get to the point

Your opening statement must be a benefit statement

Always put yourself in the receiver’s position as you develop your script/mail

Anticipate response from the receiver’s perspective

Which challenges and obstacles did youface while doing lead generation in 2015?

Necessity for new content

Low‐quality contact databases

Lead generation and sales coordination

Lack of human resources

Lack of budget

Lack of time

Problems with targeting

No resources for lead nurturing

Need for special software

Problems with approval within the company

Problems with testing

No challenges and obstacles

Economic crisis stopped our activities

Other

35%

31%

26%

24%

23%

19%

16%

16%

12%

9%

9%

8%

7%

5%


Two Sales lead elements B2B lead

generation companies must understand

Understanding pain of your prospects

Understanding motivation of your prospects

Judging their motivation

What was the main reason for sales not closedor customers' delayed decisions in 2015?

Leads had no budget 32%

Long purchase life‐cycle, the sales go on 29%

The sales department did not work out the leads 24%

Customers have chosen competing products 24%

Leads should be nurtured, too early to start sales 20%

Leads had no real need or interest in the product 18%

Leads were of poor quality 17%

Economic crisis 15%

Don't know 11%

Other 4%


Do you have some marketing budgetallocated especially for lead generation?

No26%

Yes74%


Who does lead generationin your company?

In house callcenter

6%

Other2% Top‐management

8%Marketing

department39%

Sales department9%

Outsourcing call‐center / lead

generation agency

12%

Lead generationdepartment

24%


What does your company plan to2016?

do forlead generation in

Lead generation strategy: development and implementation 60%

Targeting: segmenting, qualification, new groups

Lead nurturing (working on cold leads & nurturing them until ready for sales)

Website: update, optimization, adding lead generation functions

Automation of sales and marketing (implementation of CRM, e‐mail system, etc.)

Content: new collaterals, white papers, newsletters, etc.

56%

47%

46%

38%

38%

Analytics: estimating ROI, results analysis, lead qualification 36%

Business contacts databases: updating and leveraging

Team building: improvements of interaction between marketing and sales, motivation

No activities planned

35%

33%

7%

Other 3%


Which type of marketing campaigns do youplan to do for lead generation in 2016?

Content marketing

Events and webinars

Your website (downloads, subscriptions, etc.)

Search engines optimization

Marketing mailings

Social media marketing

Telemarketing

Ads in search engines (pay‐per‐click)

Marketing researches for lead generation

Business meetings arrangements

Social media advertising

Online ads (e.g., on target news portals)

Offline ads (TV, radio, banners)

Fax and postal mailings

Other

52%

51%

51%

49%

47%

45%

37%

36%

35%

33%

27%

23%

10%

7%

4%


Survey demographics

USA,Canada

36%

Australia4%Geography

The majority

Other9%of

forrespondents

companiesin the USA

(36%) work Russia, CIS& Ukraine

12%

conducting businessand Canada.

21% of the respondents representWestern European businesses(Germany, Italy, and Spain).

India18%

India was another populargenerationdestination for lead

professionals,respondents.

totaling 18% of

Europe, UK21%


Survey demographics

Business sector

The majority of respondents belonged to the B2B sector.

Number of employers

45% of the respondents' employed a staff of 100.

(78%) companies

B2C(business

to customer)

20%

B2G(business to government)

2%

<1014%

5000+10%

500‐500016%

10‐9931%

B2B(business

to business)

78%100‐499

29%


Suggestions

Be more social and try to get to know more about customers rather than

talking more about yourself or your business. Timely follow-up and

engagement on LinkedIn, Twitter, and other social media platforms with

prospects are very important for success

I would also recommend that, for companies whose lead generation is not the

expertise of their business, to outsource it to marketing firms that specialize

in this function. Outsourcing enables these enterprises to focus their energies

on closing sales.

I see that the main trend of lead generation for the future will lean heavily

toward capturing information from social media. However, I doubt we will

receive the same quality of the information via social media compared to the

information we gather by taking to the prospect directly over the phone.

THANK YOU

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8 Effective B2B Sales Techniques

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Transcript of 8 Effective B2B Sales Techniques