What Not To Do For Better B2B Customer Relationships

Building a trusting relationship in complex industrial sales is hard enough without things being messed up even more because your sales reps fail to do the basics. It helps a great deal if you first learn what turns off your B2B customers in order to avoid making simple mistakes that can damage a customer relationship.

There is a big difference between what B2B customers say they want and what really drives their purchasing decision. Buyers of technical products and services do look to vendors for providing relevant information for solving their problems. Even though B2B customers consider product features and price very important, what they are really looking for is a remarkable sales experience. Read more

7 Key Components of a Successful Lead Generation System

After evaluating lead automation solutions from several vendors, I have developed my own list of seven key components that make up a successful lead generation system. A strategic lead automation system will lower your cost per lead; boost ROI and closely align sales and marketing. A unified lead definition leads to objective scoring and qualifying, resulting in higher quality leads. The sales team is motivated to score more wins because now there is an agreement on the quality of leads.

My list of seven key components are:

  1. Demand and inquiry generation using a variety of channels
  2. Convert site traffic into prospects with optimized landing pages and pre-populated forms
  3. Read more

Automating Lead Generation and Management

Why is it important to automate lead or demand generation efforts in B2B marketing? Because proving ROI is critical.

Marketers everywhere are under tremendous pressure to prove marketing ROI. You have to do more with less and have little to no room for errors. An automated lead generation and management system that is sophisticated, yet easy to use, is fast becoming a must-have tool for B2B marketers. It can dramatically improve demand generation and objectively measure every aspect of your marketing to prove ROI and justify budgets.

I have looked at marketing automation solutions from several companies. Most of these are available as “Software as a Service” (SaaS) offerings. Some are end-to-end solutions that track, measure and automate every step of the lead or demand generation and management process and some specialize only in certain aspects.

To quote Brian Carroll, noted lead generation expert, author of the popular book Lead Generation for the Complex Sale and CEO of InTouch, Inc., “It starts with a lead.”Most B2B marketers use their websites as the hub for all lead generation efforts. Therefore, marketing automation solutions focus on tracking and measuring activities on your website. Doesn’t Google Analytics do that? That’s a fair question.

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