B2B Lead Generation Blog

8 Critical Success Factors for Lead Generation 2.0

The single biggest issue for B2B marketers is effective lead generation. I wrote an eight part series on building an effective lead generation program a while back. To help readers who missed the series, I pulled all the posts together in order.

In this series, you'll read the following posts:

1: The Right Mindset: Conversations, not campaigns
2: Sales and Marketing - One Team
3: Develop and intensify your Ideal Customer Profile 
4: Clear and Universal Lead Definition
5: Treat your marketing database as a valued asset
6: A Multi-modal lead generation portfolio approach
7: Effective lead management
8: Lead nurturing for lead development

You may also find this ebook that connects with the series relevant.

Ebook: Start With a Lead: Eight CRITICAL Success Factors for Lead Generation

View more presentations from Brian Carroll.

Can you think of other critical success factors I’m missing?

Webinar: Beyond Lead Generation - Helping Sales Drive Revenue with Jeff Thull

The purpose of B2B marketing and lead generation is to help the sales team sell; however marketers can often get so wrapped up in driving campaign activity they seem to forget it's about driving sales conversion and helping the sales team achieve better results.

Join me and Jeff Thull, author of Mastering the Complex Sale, Second Edition and President/CEO of Prime Resource Group, for a complimentary webinar where you'll learn how to help sales:

• Establish relevancy, credibility and trust
• Receive executive sponsorship and privileged access to the organization
• Build and prove the financial case for your solution
• Ensure the solution is prominently on the executive's dashboard
• Win more predictable and profitable sales

Watch recorded webinar on demand (no registration required)

Related post:
Going beyond the sales lead

Best Books of the Decade for Marketing and Selling Services

Rain Today, a great resource for those who market and sell services, selected their Best Books of the Decade for marketing and selling professional services. I was humbled to see that they picked my book, Lead Generation for the Complex Sale for their list.

They write, "Brian Carroll’s book is chock-full of information to help you identify ideal leads, align sales and marketing, build a strong pipeline, and effectively use lead-generation tactics."

If you market or sell professional services or have a complex sale be sure to put these “best of the decade” on your reading list.

• Selling to Big Companies by Jill Konrath
• Guerilla Marketing for Consultants by Jay Conrad Levinson and Michael W. McLaughlin
• Writing White Papers by Michael Stelzner
• Winning the Professional Services Sale by Michael W. McLaughlin
• Million Dollar Consulting by Alan Weiss
• Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li & Josh Bernoff
• Never Eat Alone by Keith Ferrazzi 
• New Rules of Marketing & PR by David Meerman Scott
• Professional Services Marketing by Michael Schultz & John Doerr 
• Purple Cow by Seth Godin
• Rain Making: Attract New Clients No Matter What Your Field by Ford Harding 
• Strategy and the Fat Smoker by David Maister 
• The Trusted Advisor by David Maister, Charles H. Green, and Robert M. Galford

RainToday: Best of the Decade: Marketing & Selling Professional Services, 2000-2009

Podcast: Why sellers don’t have the right tools to help buyers buy

A recent lead generation poll showed that converting leads to pipeline revenue (accelerating sales) was the biggest challenge for marketers.

What are we doing as sellers that keeps us from closing sales?

It’s a tough question, and it’s one that gets a lot of feathers ruffled. However, this is one question that Sharon Drew Morgen isn’t afraid to tackle. I spoke with Morgen recently to ask her about her take on the question and her new book Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it.

I wanted to speak with Morgen because I was intrigued with the advice she lends to help with B2B’s major dilemma: How can we successfully work with people from the time they express interest until they decide to buy? Basically: How do we convert leads to sales? Morgen has some great suggestions.

If you want to hear what Morgen had to say, listen to my interview “Why sellers don’t have the right tools to help buyers buy." During this interview, Morgen discusses how she sold a “dead account” by simply applying her Buying Facilitation model to the situation. I think you’ll find Morgen’s insight helpful and her book more than a little tempting.

Listen to podcast now (21 minutes)

Cold calling and the Complex Sale: observations you can learn from (thanks to my daughter)

I was somewhat shocked to find out that my 14-year-old daughter had searched YouTube recently for any mention of her dear old dad. She stumbled across a video that included a recent mention of my book, Lead Generation for the Complex Sale. (Isn’t it just amazing how easy it is in today’s world for our children to get the goods on their parents? It’s something that my generation will never quite adjust to.) But, excuse me, I’m digressing.

The video turned out to be pretty interesting. It was produced by ASG Group, an European company that helps their clients improve their sales processes. The video features the company’s principal, John Gorman, making some really nice points about teleprospecting. Of course, I’m thrilled that he mentioned my book, but I was also happy to see that he really understands the philosophy we built InTouch around. 

I was impressed by Gorman's first observation: He says that while sales activity seems to be up for a lot of folks, he has to wonder if it’s just because they are cold calling more people. His concern is that this old fashioned cold calling isn’t a part of a systematic, sophisticated approach to sales.

His point is that we need to start thinking like our buyers.

Podcast: Unconventional strategies to reach more clients

So, you've put a lot of effort into your lead generation process, and you have a great lead in your hand. Now, what can you do to improve your probability of making a profitable sale from it?

Michael McLaughlin, addresses this issue in his new book, "Winning the Professional Services Sale." And, it’s the subtitle that got my attention: "Unconventional Strategies to Reach More Clients, Land Profitable Work, and Maintain Your Sanity."

What I really like about Michael is that he gets the marketing perspective as well as the sales process. And I had the opportunity to interview Michael recently to discuss his new book. Michael's new book focuses on ways to make the most of those meetings and appointments in order to improve your chances of making a profitable sale.

During this interview, Michael and I discuss:

• Why we need to do a better job of preparing for that first meeting with prospects. We’re spending too much time prepping the wrong kind of presentations and focusing too much on the company and its background.
• How we can conduct a masterful client interview that will help build enduring client relationships. We're not prepping right for the analytical part of the interview.
• When to walk away from a lead. We’re not always using our time and resources wisely.

Listen to podcast now (14 minutes)

Good advice for growing your company from industry experts

I wanted to pass along a great new resource for any company looking to grow revenue or expand. The book is Professional Services Marketing, and you know it’s good stuff because it’s written by Mike Schultz and John Doerr, the co-founders of Wellesley Hills Group and publishers of RainToday.com. I really like that this book is based on the science of how clients buy. You get field-tested expertise, research, case studies and advice from service marketing professionals that work with successful firms.

Professional Services Marketing covers five areas critical to the growth process: creating a marketing and growth strategy, establishing brand and reputation, implementing a marketing communications program, creating lead gen strategies, and developing business by winning new clients.

There’s a special offer associated with the release of this book. If you purchase Professional Services Marketing on August 3 or 4, you’ll get some great additional resource materials from Wellesley Hills Group, RainToday.com and industry experts including:

• RainToday webinar, How to Turn Your Firm into a Marketing and Business Development Powerhouse, with Mike Schultz
• Ardath Albee, Tune Up Your Client Focus Ebook
• Larry Bodine, Thinking Like a Rainmaker - Crafting Your Personal Marketing Plan
• Brian Carroll, Chapter 8: The Phone from Lead Generation for the Complex Sales
• Jill Konrath, Strong Value Propositions Ebook
• Michael W. McLaughlin, Consult This! 67 Tips for Consulting Success
• Michael Stelzner, Writer Industry Report White Paper
• Vickie Sullivan, Speaking of 2009: Top Ten Changes that Shape the New High-Fee Speech Circuit
• Jeanne Urich, Killer Services Marketing White Paper

Buy Professional Services Marketing via Amazon

After purchasing, visit www.professionalservicesmarketingbook.com/bonus-materials and enter your confirmation number to download these resources. Happy reading.

5 Lead Nurturing Time Factors to Fine Tune Your Messages

The lack of a strong lead nurturing discipline can cost your organization substantial unrealized revenue. Without lead nurturing in place to capture and cultivate early-stage leads, your marketing funnel misses out on valuable opportunities.

The true value of lead nurturing comes from the technique of staying in touch with prospects while providing them with the relevant information as they move through the evaluation and buying process. But, how do you get that delicate balance just right? 

I’ve gotten the okay to highlight 5 Nurture Campaign Time Factors from MarketingSherpa’s new B-to-B Lead Generation Handbook that will help you to fine tune the nurturing timing. MarketingSherpa uses real-life examples and charts to hit home these five factors, but here’s a quick look at them:

1.    Immediate welcomes
As soon as you receive a response to a lead generation campaign, you should rush out a welcome message in reply. It’s just good manners to acknowledge someone’s interest in your brand promptly.

2.    Lead Qualification Telemarketing
The velocity of follow-up matters. As soon as possible use telemarketing (aka teleprospecting) to qualify each lead.

3.    Interest-level Timing
Most prospects go through a variety of interest levels in your brand. Without being annoying, you need to stay in their radar until they decide to make that buying decision. Identify where they are in the buying process so you can share relevant information at the right time (i.e. should you share a case study vs. white paper? etc).

4.    Industry Timing
It’s a given that you may need to adjust your campaign timing to reflect your industry’s annual rhythms.

5.    Job Function Timing
Data shows that a decision maker is heavily involved at the very start and the very end of the process, but leaves the middle of the process up to the influencers. For your niche, you’ll need to investigate who gets involved at which point in the process so that you can segment your messaging. 

I encourage you to check out MarketingSherpa’s B-to-B Lead Generation Handbook. It is a  monster of a book, but I assure you it’s jam packed with practical, hands-on advice for B-to-B marketers.

Readers of my blog can save $250 off the book at
http://leadgenhandbook.marketingsherpa.com/

Podcast: The New Rules of Marketing & PR Interview with David Meerman Scott

Before the Internet and social media tools, companies could only communicate through the filter of advertising or media ink placed by a PR firm. But fortunately the rules have changed.

I just interviewed David Meerman Scott author the new book, The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. The book was officially released on June 4, 2007.

David also writes the Web Ink Now blog and has been named to the MarketingSherpa Viral Marketing Hall of Fame for the past two years in a row. During our interview we cover a variety of topics that are relevant to lead generation, PR and marketing.

Show Notes

• The New Rules of Marketing & PR
• Strategies for reaching more buyers directly via the web
• The role of content in reaching people earlier in their buying process
• Building your online credibility and authority
• Thought leadership and the changing role of media and journalists
• PR tactics that work

Listen to podcast now (MP3 27 min 12 MB)
Subscribe to the Start With the Lead Show

David is a friend and colleague so I'm happy to see his book is doing so well. As I write this post his book is ranked in the top 100 of Amazon Best Sellers. Congrats David! Get your copy of The New Rules of Marketing & PR on Amazon.

White Papers and Lead Generation, Key for BtoB Marketers

Complex sales cycles make the development of multi-modal marketing strategies critical.  For many B2B marketing pros (especially those in technology), a time-tested tool is the white paper.

As I've written before, I'm a big proponent of educational marketing tools such as white papers because they allow you to reach people early in their buying process. Just remember, they should be EARLY in their buying process! 

I recently had the pleasure to read Michael Stelzner's new book on the topic, Writing White Papers: How to Capture Readers and Keep Them Engaged. I think book lays out proven strategies to producing white papers that support your lead generation process.

Also, I recently wrote a post, "Using White Papers for Lead Generation," that you might want to check out too.