Increase B2B Qualified Leads and B2B Appointments with Integrated Marketing Campaigns

Tags: B2B Lead Generation, Lead Generation Types Comparison


Increase B2B Qualified Leads and B2B Appointments with Integrated Marketing Campaigns

The best way to increase your sales ready B2B leads and B2B appointments for complex sales is to use integrated marketing campaigns. The fact remains that your will drive more demand for your product or service by using multiple communication mediums, frequency of messaging, and by making it easy for your prospects to find you.

Here are some of the key components and things to consider for each (provided you already have a target list of prospects/decision-makers and targeted messaging):

  1. Email campaigns – low cost and relatively low percentage of results.

    The main pro is email campaigns usually have a low cost to send. The con can be that most times the percentage of results can quickly become lower by over usage and "opt-outs" of prospects. Also, if you are not accurately tracking the outcome of each email, you may be wasting some resources and losing the overall effectiveness of your database over time. Data management is essential and is usually a weak area of most companies. Your marketing efforts can be hurt by a database that isn’t clean or has an infiltration of outdated and irrelevant contacts and information.

  2. Outbound Call campaigns – high cost and fair percentage of results.

    Outbound Calling is one of the most important elements and is many times the first "human touch" from your company to the prospect. It is imperative that you have trained and well spoken individuals representing your company, for it can be difficult to change a first impression.

    For complex sales, you should ensure that representatives making calls engage in conversation, understand the business challenge of prospects, have adequate problem solving skills and ask the right questions in order to correctly identify, scope, and move the project to the next step in the sales cycle.

    One main factor in outbound call campaigns is the use of strategic calling. This encompasses a multitude of weighted factors such the prospect’s level of within organization, line of business, actions tracked and scored from other marketing campaign mediums and previous engagements. The calls should be queued based on weighted scores, prospect company mapping, past prospect engagements and recorded project or evaluation timelines.

    Outbound calling remains to be one of the most effective ways to produce a sales pipeline, and whether you have sophisticated marketing automation or not, it is almost always the final step to securing a qualified sales opportunity.

  3. Direct Mail campaigns – medium cost and low percentage of results.

    Direct mail has been around for decades. It can be fairly expensive but can produce good results when combined with other marketing campaign mediums such as email and outbound calling.

  4. SEO and Targeted Messaging – medium cost and low-to-fair percentage of results.

    The use of content and SEO (Search Engine Optimization) to drive inbound inquiries for products/services can be a very effective strategy if done correctly. Because of the growing competition for "key words," many companies do not have the team of experts onboard nor the best strategy to get to the front of the search engine results. This usually results in the wasting of valuable dollars without predictable results.

    Also, while many companies engage in a corporate SEO strategy, their individual marketing campaigns usually get overlooked when it comes to SEO. This is tragic since a large percentage of B2B buyers use the internet during the information gathering stage (an early stage of the complex sales cycle). A marketing organization can leverage SEO at the individual marketing campaign to significantly increase their overall qualified sales opportunity output.

So, what is the key to all these mediums of marketing effort? The answer is not always simple to construct, but the common denominator is to leverage multiple touches using different communication mediums and integrate resources to compliment each other. Remember, your main goal is to get in front of your buyer, deliver useful information, qualify (meaning ensuring that there is a good fit for your product and service), and get the buyer into the next step of the buying process.