B2B Lead Generation Blog

Rainmakers and Lead Generation

In professional services organizations the people who bring in the big revenue clients are often called rainmakers. They’re the one’s that make it all happen and become almost mythical in the process. In today’s challenging business climate, we could all use more rainmakers.

I like what Ford Harding, author of Rain Making, Attract New Clients No Matter What Your Field, 2nd Edition and President of Harding & Company had to say about rainmakers.

Harding writes, “A rainmaker, as we define one, brings in leads and converts them into business at such levels that she leaves her colleagues in awe.  Of the two talents, lead generation and lead conversion, the former is much the rarer.  That is, professionals who can sell, once given a lead outnumber those who can generate leads, but can’t convert them into business.”

Ford cites my book, Lead Generation for the Complex Sale in his post, "Lead Flow Part #1: How It Makes the Rainmaker," along several good ideas, which I’ll summarize.

1. Try what’s worked before. Look for patterns of success, ask your clients for advice and ideas on how they have been approached by other professionals (even your competition) to find out what worked and what didn’t.
2. Experiment and adapt.  Some trial and error learning is inevitable as you try to master lead generation. Develop a plan and use multiple tactics.
3. Don’t let up.  Be consistent. Try to do at least one lead generation thing every day, even if it is something small, that will help you get into a conversation with a prospective client. If you use calling, resolve to make an extra call a day before you leave. If you do networking, resolve to meet one more person at an event.

Podcast: Interview on lead generation with Dave Stein

I was was recently interviewed by Dave Stein, CEO and Founder of ES Research Group, and author of How Winners Sell (a great book by the way). During the interview we talk about the following topics:

• What works to get sales and marketing alignment
• How the marketing funnel impacts the sales funnel 
• Reengaging and optimizing past sales leads
• Teleprospecting and nurturing tactics

Listen to podcast now

Also, Check out Dave Stein's Blog for Sales Leaders. Dave is an internationally recognized thought leader in the area of sales performance, sales effectiveness and especially sales training. Whether you’re in B2B marketing or sales or mangement, you’ll find his commentary on what’s happening in the industry relevant.

What causes webinar attendees to bail?

Webinars and webcasts are a key tactic in lead generation toolkit. The challenge with webinars is that if you don't do a super job, attendees will bail on you and they may never register one of your events again.

That's why I found this chart What Causes Webinar Attendees to Bail? by MarketingSherpa useful.  According to their research here are the top reasons attendees say they bail on a webinar.

1. Content was not as advertised
2. Presenter(s) read directly from the slides
3. Webinar began with company/sales information (pitches)
4. You were familiar with the information in the first few slides
5. The webinar was an hour long
6. Presenter(s) spoke slowly 

Avoid these turnoffs and you'll increase the odds of return visitors to your webinars.

Please share your comments on other reasons why you bail from webinars and hopefully we help reduce the number of cruddy webinars out there.

Relevant Post: Tips for getting more ROI from webinars and webcasts

Execution is the key to go-to-market success

The biggest obstacle to go-to-market success (and lead generation ROI for that matter) is the lack of good execution.

The Chief Marketing Officer (CMO) Council's latest study, “Driving the Bottom Line from the Front Line,” assessed the go-to-market processes and capabilities of global companies. According to the study, "Surprisingly, over 46% of respondents gave themselves failing grades when assessing their own go-to-market effectiveness, with only six percent giving their capabilities the highest marks, and just 29% calling themselves quite effective." 

The study concluded that poor collaboration between sales and marketing is a key reason for go-to-market failure and this is where the leadership from upper management plays a vital role in successful execution. Todd Ebert over at the BAD Marketing Blog gives some additional insights on the CMO study here.

I agree with their findings. With that said, it requires more than just effective upper management involvement. I believe that effective collaboration requires each of us to better managers ourselves. 

Becoming an effective marketer goes far beyond creativity and careful campaign management. Like any other functional role, marketers will execute successfully, more often, if we are first and foremost good managers.   

Collaboration between sales and marketing and go-to-market execution will come more naturally if we each focus on our basic management skills: Leadership, communication, planning, organizing, staffing, and controlling.

I encourage you to check out The Effective Executive: The Definitive Guide to Getting the Right Things Done. If you only read one book about how to improve your personal effectiveness I think you will find this book to be a good choice. It was written quite a while ago but it's a wonderful resource.

Related post: Why CEOs Must Be Actively Involved in Lead Generation