B2B lead generation is made up of groups of activities that are challenging to quantify. Sales and marketing are sectors of your business reliant on quantifiable information, but the ambiguous nature of lead generation is a deterrent for many marketers. In this article, we’ve broken down the top online practices for B2B lead generation.

How much is a lead worth to my business?

Is every lead really worth the same amount?

How can I drive more leads if my product is expensive?

If you’re a B2B business owner, you’ve probably asked yourself these questions more times than you can count. Fortunately for you, we have the answers! In this article, we’ll show you how to break down your user funnel to attract new customers all while providing them value along every step of the way.

 

Funnel Lead Generation Tactics:

 

Value Ladder:

A value ladder is a way to structure your sales efforts to appeal to your target audience at different phases in their purchase lifecycle. It gives you a competitive edge because it offers customers value at every tier or rung of the ladder.

As your lead ascends your value ladder, they’re offered more value, either in products or services offered, or another value-added concept. These are usually broken down into tiers, with the top tier being the most profitable end goal for your business.

Tiers:

Initial Offer

  • The initial product or service you offer that ideally cover the cost of advertising, or freebies, such as lead magnets. The goal is to qualify prospects and find people interested in your products.

 

1st Tier

  • The mid-range products and services you offer generate profit while simultaneously building trust. An e-book or other paid professional guide is a great 1st tier offering.

 

2nd Tier

  • The high-to-mid range products and services you offer generate profit. By this stage, customers have purchased from your brand and are ready to move to higher tier items. Membership and continuity programs are a perfect fit for this tier. The user gains values from continual content and profit is maximized with recurring revenue

 

Top Tier

  • The most extensive product or service offering your business provides. Although only a small percentage of customers will ever get here, they will become your brand advocates and generate considerable revenue. Use this customer to create whitepapers and testimonials to show to potential customers lower in the value ladder.

 

Lead Magnets

Lead Magnets are the freebies you give away to grow your list and get people in the door. The perfect Lead Magnet will offer value within five minutes of the offer being accepted. The goal is to qualify and capture leads, who can then be entered into an automation that guides your prospect along your sales funnel.  

 

Lead Nurturing

Taking care of your leads is akin to guiding them through a system of education, value-addition, and customer service that you have designed specifically for your business. Once you generate a lead, you have to take care of it, and guide it along its life cycle path.

A cornerstone of lead generation is lead nurturing. The process is customer-centric, anticipating what customers would want before they even know they want or need it. The process is as follows (with a few deviations depending on your product or service offering):

 

1) Identify the problem your prospect needs to address

2) Highlight a couple of ways the prospect might start to think about that problem

3) Suggest one specific way to solve that problem

4) Ultimately, demonstrate why you are the right one to help fix that problem

 

Social Relationship Building

In the B2B business sector, there’s rarely a ton of buzz surrounding your product or service. A healthy social media following is an imperative duty for nearly all businesses, however, getting too caught up in the number of followers, likes, and other measures of the sort can be misleading.

Social media as a lead generation tool is a simple and powerful way to build and nurture relationships. The key for B2B businesses is to use social media as a way to influence and add value for your prospects. Rather than shooting 100 arrows and hoping something lands amongst your target, shoot 5 arrows at a specific target with such detailed precision that there is virtually no chance of missing.

The key word is engagement. Quality most definitely trumps quantity when it comes to contemporary social media practices. Engage in groups, provide helpful and informative answers, and become a reliable resource of high-quality content tailored specifically to your industry, your client’s needs, and your brand.

Give a few of these processes a try: Lead generation takes time to become effective, so have patience and diligence.

Yes, B2B lead generation can be all-consuming: why not let us help you with the brunt of the work? Contact us to see how you can start generating leads, now! Visit www.ajaxunion.com.

 

HOW TO RETAIN YOUR AMAZING SALES TALENT:

Here’s the most important thing you’ll read all day: HIRE WELL. Follow our steps above to qualify your candidates thoroughly before onboarding them. After you’ve found The Next Larry, here’s how to get him to stay:

  • According to Entrepeneur.com:  A great way to keep your office “sticky” is to offer training. Ajax Union offers training across all areas of digital marketing. Why? If salespeople feel like they’re growing and gaining, they’ll stay far longer.
  • Pay employees well. Don’t be cheap. Pay grade should be based on skills, experience, industry demand for their position, and your geographical location (if you’re NYC based, you’re gonna have to help them make rent). Seniority should count as well.
  • Provide great benefits and incentives: insurance and bonuses are a must in today’s workplace.
  • Promote your open culture. A salesman should never be afraid to admit that they screwed up. It’s better to tackle problems before they become disasters…and employees feel safer.
  • Offer flexibility in working arrangements. Telecommuting options are almost ubiquitous.
  • Want to know how to kickstart your new retention strategy?  Call in each member of your team and simply ask, honestly, how you could be a better employer.  Let the fascinating conversation ensue.

 

OK, THIS NEW LARRY ISN’T DOING GREAT.  DO I FIRE HIM, OR GIVE HIM MORE TIME?

According to the Rainmaker Group, here are some warning signs that may indicate it’s time to kiss “New Larry” goodbye.

  • You think about their inadequate performance for more than 15 minutes a day.
  • You ‘ve mentioned this person’s issues to people in your personal life. Like, your wife knows about this guy’s signature whine.
  • You tried coaching this person and you’re getting nowhere.
  • You get the vibe that they don’t like you. = awkward.
  • They bash the company, you, or fellow employees behind their back. No no NO.
  • If you ask yourself: would I hire “____” again, and the answer is no.
  • But what if I really like New Larry as a person? I don’t want to hurt him! Look around the office… maybe there’s another seat they can fill? If not, you’re doing them a favor by setting them free from a position they can’t succeed in.

 

WHAT COMMON MISTAKES DO BUSINESSES MAKE WHEN RECRUITING?

  • Simply put,  your looking for the wrong things.  Listen, charisma is important, but it has to be backed by skill.
  • Another common mistake: businesses neglect their presence on Glassdoor, LinkedIn, Social Media comments, etc. People really do their research these days – can YOU afford to have a scathing review from an employee you burned on your Facebook page?
  • Another mistake:  the company interview process is weak. Are you looking out for the right things (see above!)?
  • A good rule of thumb:  would you want to grab a drink with this person? If not, then neither will your potential customers.

 

WHY IS SO HARD TO FIND TALENTED SALESPEOPLE?

Firstly, talented salespeople are not RARE, but definitely not easy to unearth on your first shot. Yes, a lot of superstars are swept up by major corporations who can afford to pay them the big bucks, but you have to look for the right sales qualities, not just the right sales resume. Someone who’s new to the game can have the fire to sell what others wouldn’t: as long as they’re a constantly growing, passionate, empowered team player.

 

CAN YOU RECOMMEND A SOME GREAT WEEKEND READING ON THIS TOPIC? SURE.

Great Salespeople Aren’t Born, They’re Hired: The Secrets To Hiring Top Sales Professionals by Joseph Miller

So many b2b companies don’t have a documented new client qualifying process for the sales team to reference when speaking to prospects for the first time.

What is the cost of lacking a qualification process?

  • sales reps waste precious time
  • sales reps lose motivation by sending out proposals that will never close

OUCH!

What is the upside to an amazing qualification process?

  • shorter phone calls
  • clear objective for first call
  • reduced follow up
  • monster win rate

YAY!

What would life look like with a 90% Qualified Lead to Win rate?

How much extra time would the sales team have if 50% of follow up time was reduced? Longer Lunch Break Anyone?

HOW DO WE FOCUS ON PROSPECTS THAT ARE LIKELY TO BECOME LONG TERM HAPPY CUSTOMERS?

Ask These Four Simple Questions: 

  1. What is your need relating to our product or service?
  2. By when do you want to have a solution in place? (Options: Yesterday, In the next 30 days, Not Sure)
  3. What is your budget range for this solution? (Provide range options: Under your minimum, Over your minimum)
  4. Who else needs to be involved in the decision to move forward?

Next steps: TAKE ACTION NOW!!

  1. Print out these four questions and TAPE them down to the desks of your sales team!
  2. Set up 15 minute roleplaying mini sessions once a week to train with your sales team and improve
  3. Record your sales team phone calls and review them weekly to tweak the prospect qualification process

This is the moment of truth!! ACT NOW!

Want to add even more? Include your ideal company filter to further weed out the wrong type of business

Ajax Union company type filter is as follows:

  • B2b is primary target
  • Over 3m in annual revenue
  • Over 3 years in business
  • Recurring revenue structure
  • High avg client annual revenue over $10k
  • Relationship based accounts
  • Looking to grow 10 – 25 % depending on top line revenue volume
  • Located in the NYC metro (not a deal breaker)

Share your comments below or email us at amazing@ajaxunion.com on how you would improve this qualification process.

See original LinkedIn Article Post