PureB2B is a best-in-class lead generation and data provider that connects companies and buyers in the technology and business space. We are proud to be ranked as one of the Fastest Growing Privately Held Companies in the U.S for the past two years.
Technology has changed the way consumers behave requiring companies to overhaul their sales and marketing strategies. Clients and prospects do not only expect premium products and services, they expect an outstanding customer experience throughout the whole process.
The role of marketing and sales are intertwined – their work is complimentary and leads to collective revenue growth. Specifically, marketers have the goal to get customers to utilize the company’s product or service, this is done mainly through convincing them that investing in your business will provide solution to your needs.
The process of guiding a customer from learning about your company to closing is referred to as a sales and marketing funnel. In order to effectively nurture your leads and establish prospects as clients you need to understand your prospects motivation to buy.
Understanding your customer is the first step to putting in place a strategy that will optimize your marketing funnel. However, this is no easy task. In order to generate good leads, your company has to have the right lead generation infrastructure and appropriate campaign strategy.
Marketing today is completely different from what it was a decade ago; businesses experienced better name recall, less congested markets, and endless opportunities for innovation but today, there is more competition in all aspects of business development. Businesses need to not only amplify their products or service quality, offer affordable price points, and deliver practical innovation, they also have to provide excellent customer-centric marketing and client servicing.
Understanding customer interactions across all touch points is the number one challenge for marketers. Companies who adopt data-driven marketing are more likely to have an advantage over the competition and increase profitability. Moreover, these firms are six times more likely to be profitable year-over-year.
Some of the common challenges related to on-boarding intent data include:
Understanding Your Buyers
Competition is high, and customers know they have options. B2B companies need to be intuitive and distinguish what their customers need without being told. Intent data informs service providers of buyers’ intention based on their online behavior. Being aware of your prospects actions and properly analyzing the information allows you to predict interests and preferences that will set you apart from the competition.
Having a marketing and sales solution that gives your company’s insights from accurate buyer-intent data to identify critical behaviors and patterns for better conversion strategies is important. By using tools that provide critical information on your prospects, touch-points, and key actions, generates higher conversion rates. Allowing you to know your clients better and accelerate your sales and marketing funnel for better, sustainable profits.
Ensuring Quality Data
Utilizing intent data has a wide range of advantages, aside from being able to target buyers more accurately, intent data allows you to have quality information to build successful marketing campaigns around.
PureResearch is a product that helps you clean your data to ensure top quality results. As a tool for filtering out outdated or incorrect lead information, enjoy database maintenance, contact and account discovery, as well as research enrichment and personalization for better overall lead generation and data management.
Managing and Modeling Data
Intent data is not only beneficial for sales and marketing teams, it can bring more order and better back-end data management by aligning your data around the overall goals and objectives of the company.
Giving your marketers the power of intent data will provide your company a huge competitive edge. Maximize quality data collections to build your analytics towards a better and more detailed understanding of client demographics, geographical analysis and market trends.
Aligning Sales and Marketing
In order to have a seamless approach to lead generation, sales and marketing are the two significant units that need to know how to work together. Marketing teams need to be able to properly identify potential clients and send high potential prospects to the sales team for up-selling and eventual closure. It’s vital that these two units have their goals and objectives aligned and intent data can streamline any concerns through the provision of real-time accurate insights.
Managing your Timing
There is such a thing as customer fatigue and there is no time for blind testing and targeting. With high-quality intent data available at your fingertips, companies can position themselves to achieve maximum gains from their efforts. By working off accurate data, your team is better informed to make decisions regarding the right approach and timing with regard to sales efforts and engagements.
There are plenty of challenges that need to be addressed with regard to your intent data and marketing funnel, ranging from the quality of data to overall back end data management. Intent data is a marketing solution that offers a great advantage when properly utilized. Maximize sales and marketing efforts and minimize barriers related to quality of data, inharmonious customer interaction efforts, and under-appreciation of customer data through proper use of buyers’ intent data. Having a strong customer-oriented sales and marketing campaign starts with information on your target market.
By building a content marketing strategy that is anchored on the intent signals reflected in the data gathered regarding your prospective customers, you will be able to generate positive online activity and relationships through appropriate interactions, product displays, and offerings. Bringing together intent data and including it into your marketing funnel will give you stronger predictive power and in turn, revenue impact.
After countless conversations with demand generation marketers, it is apparent they are being held to the fire for “better leads” that convert higher and show more signs of being in marker. 3% of buyers are in market at any time, finding them can lead to an even bigger challenge – relying on this method as the bread and butter of finding business is a long and expensive road to travel.
Based on hundreds of conversations, here are some quick hitters that have been seen successful and passed along to our team.
Generating Leadership and Educational Focused Content.
We no longer put together a 3-page article talking about how great XYZ product is. Buyers are overwhelmed with options and want somebody that can help them solve an immediate problem, creating content along this framework goes a long way. When somebody is seeking out the equivalent of “How to put together a power wheel” losing the instruction manual – the last they want to see are articles talking about how fast the jeep can go. Same applies to tech buyers. We have problems (that we might not even be aware of), and we want to be understood and provide a solution – not pitches with cluttered information. So instead of a product plug, spend some time thinking about what causes a buyer to start researching similar products to yours. Develop a piece of content about different ways that problem can be solved, in which coincidentally your product happens to be a part of.
Know Your Sales, BDR, and Nurture Strengths to Decide Which Programs Make the Most Sense.
If you have a team of BDR’s that isn’t expecting you to hand them ready to book appointments and know it will take upwards of 7+ touches to get any sort of response, then use data assets like; intent data and other combinations of firmographic and behavioral based targeting to get you in the right ball park. From there, let them execute their prospecting at scale and cost effectively book you meetings. If you don’t have that BDR team, reach out and see how we can help with our SDRaaS offering! Same if you have a great converting nurture track built out. Find the highest quality that combines persona based targeting and intent data so you can cost effectively funnel those buyers. Finding buyers with highest propensity in the early stages gives you the opportunity to sort out prospects pain points and provide solution.
Many Have Said it, and to Reiterate – Stop Looking for BANT Leads as a Silver Bullet.
Outside vendors will be sending you prospects already on your radar, and if they are not, they most likely want to take a meeting just so they can price shop you for a better deal against their current company or competitors. Then when your BDR calls up and says “you recently answered questions from a vendor and it seems like you may be in the market for a new XYZ solution in the next 3 months, can we schedule a demo next week? – NOPE!” There are many other ways to find better and more in market buyers than by executing a standard BANT style program. I have yet to work with a client that has used this as their main demand generation weapon with any long-term success.
Make it Fun.
Make it fun. Even though its B2B and you will see 100 posts of “this is not facebook” on LinkedIn, at the end of the day you still need PEOPLE to engage with you. That happens much easier when you can break down barriers and connect on a somewhat personal and authentic level. Nobody wants to “create synergies”, but you can bet they 100% want to walk into that meeting with their boss and tell them how they finally figured out this issue that has been talked about in meetings for weeks. Don’t be afraid to put down the B2B dictionary of extremely inauthentic phrases and jargon and personalize your outreach and content to resonate with your audience.
Don’t be Overwhelmed by Personalization and ABM Strategies.
Content doesn’t need to be created from scratch for each different campaign you are writing. Some of the best work my clients have done is repurposing existing content to lighten the load and make it easier to run a targeted account campaign. The key to success is developing a consistent message that is executed by both sales and marketing teams across a multi channel approach.
Intent data is the heir of big data analytics and lead generation. Modern technology can now predict and anticipate the “intent” of a user based on their activity and search strings. It’s now possible to find potential customers out of the 4.3 billion internet users worldwide.
Intent data creates categories based on personal interest as opposed to traditional date; demographic location, age, and gender. As an example, Intent Data administers assurance that people searching for the latest car models are interested in it and may likely purchase one in the near future. The same can be said for people searching for food, organic supplements, and software, ect.
Concentrating on lead generation based on the users intent instead of traditional demographic targeting will deliver higher quality leads. A prospects intent shows their interest in the company’s products or service offerings. This eliminates guessing based on an individual or groups buying behaviors assumed on simple demographics.
Data can Influence the Buying Cycle
The consumer decision making process depends on the item itself. The same person will not go through the same thorough research when buying baby formula as opposed to buying a house. However, even if both products are different in nature, a bad purchase on either of them may negatively impact the persons future. This is where Intent Data coming in -providing timely information ahead of competitors controls the buyer’s journey. A potential consumer will always find the time to read more information about products and services they are interested in purchasing.
Online Behaviors That Transitions into Successful Sales
Regardless of the product or service a company offers, a sales funnel exists. It doesn’t matter if the company is paying attention to its own funnel or simply playing a numbers game, there is a specific pattern of decisions and behaviors throughout the funnel that eventually leads to a closed sale.
Intent data identifies these behaviors and informs the marketing team how the behaviors eventually drive a decision that allows the lead to excel or abandon the sales funnel.
Nurture Risk Customers
The buying cycle does not always end up in a sale. The buyer may end up purchasing from a competitor. Intent data can inform the company to nudge the lead favorably towards your direction once risk behaviors are identified.
Proactively providing information to potential buyers who are receptive to your products and services develops trust between the would-be consumer and the company. Assess and build strategies around the unique buying cycle in your industry and focus your marketing efforts on building favorable impressions to potential clients every step of the funnel.
Implement a marketing plan based on what gives your company control of the buyer’s journey in your niche. It results in better ROI on marketing efforts and prevents lead burnout.
Data Opens the Possibility of Personalized Advertising
Interacting with potential buyers from lead nurturing and other marketing efforts are hot sales leads. Engagement gives you and your company feedback on their decision-making process and creates an opportunity to provide them the right information to make the purchase choice.
Intent data is similar to Account Based Marketing (ABM) in that regard – giving you enough information to nurture and deliver personalized marketing material that intrigues prospects to make a purchase decision.
It is especially helpful in B2B marketing where the number of qualified leads is much smaller than marketing to the general public. Personalization also creates intimacy and develops trust between the marketer and the potential consumer.
Developing and implementing strategies that are specifically focused on the decision-making process based on your consumer provides higher value and makes your company impressionable.
There are different ABM tactics all of which work great with leads gathered from Intent Data:
Account Marketing – A highly personalized strategy that engages
the marketing team to specific highly valued customers or potential clients.
– This works well for products and services with long complex sales cycles such
as SaaS, PaaS, and high ticket items. It is semi-personalized to fit the needs
of small niche groups.
– When you target a small group that shares the same traits and challenges. It
is similar in scale to top-to-bottom funnel, and can only be successful when
played by the numbers.
Bolt-On ABM – It is a B2B specific tactic that is designed to engage the entire buying committee. This is important in securing stakeholder involvement. Most B2B purchases are not decided upon by a single person. Strategies focus on engaging the entire decision-making process to increase the chances of a successful sale.
Intent Data is now possible with modern analytics. Marketers, especially for B2B companies, see the value in using lead generation programs and Intent data to emphasize quality over the quantity of leads. Gaining high quality leads and nurturing prospects through the use of Intent Data will convert to more sales and increase marketing ROI.
The success of marketing is heavily reliant on data, but nowadays relying on customer data alone is not enough. This is where intent data comes in. The combination of customer signals and intent data can create a better bird’s eye view to help leverage customer insights to companies advantage.
But even with the rise of intent data, many marketers are still left in the dark about the value of intent data because of its complexity. It is important to learn and understand the buyer journey and their purchase decisions to implement better lead generation strategies, intent data makes this process more efficient.
What is Intent Data?
In essence, intent data is information collected about a company or a person’s activities. Capturing internal intent data can help marketers by getting information in its website from its applications. This information helps B2B marketers gain more insight on customers, making it easier for companies to personalize the buyers journey.
The data you gather from contact forms, and customer data on your CRM platform, can help you work successfully to convert leads into sales ready customers.
Gathering basic information from your customers, allows you to start tracking their intent of your products and services. These insights can help you gain more qualified leads and potentially increase ROI. When looking to get the intent data you need focus on these key points of research:
Search – The keywords and search terms your customers research says a lot about who your customers are. Tracking your customers’ searches helps you narrow what information should be broadcasted to them. Marketers should consider informational, navigational, and internal site search queries.
Browser – Knowing what specific content the user has viewed provides marketers understanding of their audience by tracking their cookies and browsing history. Providing insight on the user language and their research behaviors, helps B2B marketers personalize messaging to their intended audience.
Action – How users interact with your brand through different channels gives marketers an opportunity to see what user experiences prompt them to go to, or buy from your company. With the right experiences, you can generate leads that are more highly qualified even before they come to your website to buy.
Firmographic – As your marketing efforts try to segment people, your marketing team should also be focusing on segmenting the organizations that interact with you. By matching a person’s intent information with an organizational account, you will be able to develop a better understanding on what organizations are looking for, and what they’re interested in.
Predictive – Aggregating the first four sources of data, your marketing team will perceive intents of the company by analyzing patterns and similarities that affect their future trends, actions, and behaviors. Use these data point, not only for selling in the present, but also to sell in the future.
As useful as intent data is, it is also important to note that the data collected should be verified before it can be used by marketing. Parameters, such as time and incomplete data, should be taken into consideration. These lapses could prove to be costly to companies as 70% of CRM data becomes obsolete within a year.
However, when preformed at standard and with verified information, marketers can benefit from the wealth of information intent data yields; significantly helping the overall buyers journey. Sufficient intent data can improve these three things:
Efficiency in helping your marketers discover and propose solutions your users need.
Improving the quality of leads in the pipeline, by keeping track of various activities to see the actual buying intent and behavior of the prospect.
Increasing customer win-rates through engagement with active users, turning them into customers.
But with all great advances, comes challenges in the use of intent data technologies and strategies. Overcoming some of the most common problems can help marketers maneuver smoothly and gain traction in B2B marketing. These challenges include:[
Understanding your buyers
Ensuring Data Quality
Managing and Modeling Data
Aligning Sales and Marketing
Managing your Timing
Why Intent Data is the Future of B2B Marketing
With marketers always looking for ways to get ahead, knowing the intent of the buyers is a must for any marketer gaining a higher success rate. Knowing prospects behaviors and triggers helps marketers understand the baseline for companies and what causes them to buy and when. With this knowledge, marketers can target a specific profile, and create personalized advertising for them on demand to increase likelihood of a purchase decision.
With all the information flowing, prospects become more informed of the decisions they make. More information means the more prospects discover about your product or service. When addressed conveniently at the right time and manner, prospects have more intent to buy therefor increasing ROI for the company.
With numerous data aggregated, it will be easy to create a baseline and learn potential clients’ behaviors and help marketers look for, “ready to buy” signals. Intent data can be used for future prospecting as they reveal patterns, helping you preempt your prospects’ purchase decisions in their buyer journey.
Data is currently the lifeblood of all marketing efforts and strategies, assets such as demographics alone will no longer suffice like in the old days. Leveraging intent data with a myriad of other buyer signals can help marketers be more effective at what they do best: convincing their B2B customers to buy. And while learning intent data may be complex, it pays off when applied.
As big data grows more and more relevant in today’s highly competitive world, intent data becomes a valuable tool that helps marketers by giving them clear patterns from billions of data. Allowing B2B marketers to effectively and efficiently target the right customers at the right time. Intent data provides all the information marketers need to generate personalized marketing strategies and optimize revenue, therefor being the future of B2B marketing efforts.
Compared to the mass media marketing trends of the past, today’s marketing strategies revolve around reaching specific customer segments, and guiding them through the buyers’ journey.
The digital world has made lead generation easier and more complex. Easier, because of the many tools at marketers’ fingertips, and harder because of how challenging it is to stand out in a crowded digital world.
Data-driven marketing, is marketing with specific goals, and research-based strategies. It’s no longer just about coming up with creative lead generation campaigns. It’s about studying your target market, understanding their behavior, and swooping in with personalized advertising.
What specific data are we talking about?
With a vast array of data available, how will your marketing team know which ones to zero in on?
Simply put, intent data is a data set that shows the intentions of buyers’ based solely on their online behavior. When buyers actively search for your products and services, this signals intent. It can be tricky, not all those who show interest are ready to purchase.
When used properly, intent data can help identify potential buyers before your competitors can. Intent data can guide you on the best ways to prioritize qualified leads. Marketing isn’t just about customer acquisition, intent data can give your business a competitive edge in customer retention, allowing you to study prospects evolving preferences.
With great power comes greater challenges, though. While using intent data has proven to be effective and rewarding, it takes a lot of critical thinking and strategizing to be successful.
You know you can use intent data to tailor your buyers’ journey, but implementing these strategies is sometimes easier said than done.
So how can intent data accelerate your sales pipeline?
Intent Data Allows you a Whole Different Level of Personalization
Say goodbye to blind targeting, and say hello to sharp and precise marketing. Intent data lets you in on what your prospects are looking for. This allows you to personalize your approach so that your marketing funnel acts as if it were designed for them individually. It’s no longer about just crafting strategies based on their locations or age—it’s about marketing that acts as a one-on-one pitch.
Intent data is the Best Source to Enable Effective Account-Based Marketing (ABM)
B2B companies are now realizing how critical ABM is. It’s a strategic approach based on setting goals for specific accounts. So where does intent data come in? When you focus on specific accounts and set respective targets, you can easily meet your prospects goals with the help of intent data.
The benefits of investing in intent data far outweigh the challenges that come with it.
If your marketing and sales team is ready for the big leagues, they must equip themselves with the right mindset and tools so they can think out of the box and come up with the best ways to utilize intent data. If done right, your sales pipeline will surely increase profitability.
About 5-7 a week – that’s how many sales scripts, cadences, and “lead follow up messages.” I review as part of the crucial step involved in our new client on-boarding process. With teams that rely heavily on outbound marketing and lead generation, 75% of scripts include a first touch that pushes people away. This brings us to question; “Why is this is common?”
40% of sales reps think prospecting is the hardest part of their job. 60% of marketers have specific goals tied to revenue creation. As opposed to overall volume of leads attributed to the ‘funnel.’ The value in so much of our initial messaging is lost. It is essential for sales and marketing to control prospecting methods more effectively.
Let’s start with ‘Every Lead Is Not Created Equal’
This is something that’s hard for most teams to not only grasp, but to identify and adjust. A good portion of marketing campaigns hit the “go” button, and then drive leads directly to the sales team. Marketing may have them tagged to a particular vendor, or routed into their system with specific ID’s for easier marketing attribution. Indicators as to how each lead is considered based on the marketing channels being used.
I get it. It’s not easy. It’s becoming increasingly challenging to create a bond between the technologies we use to deploy the marketing campaigns being run. With the vast amount of budget being spent on the fanciest new technologies to help accelerate a scalable marketing and sales process, there’s an endless amount of options at our fingertips. Is there such a thing as too much?
Let’s take Outreach as an example. An extremely robust tool that allows sales professionals to prospect at scale. This is becoming a widely adopted tool amongst most organizations. However, how much should marketing get involved to ensure the leads passed to sales receive the appropriate context based on the origin of the campaign. Is an inbound website lead going to receive the same messaging as a third-party whitepaper download? Should it? Why not? These are all questions both marketing and sales leaders should be asking themselves before hitting “go” on their lead follow up messaging.
Here’s a scenario to consider.
John Smith just sat through an hour-long live webinar around IT Service Management, and how to depend on technology to drive optimal efficiency and productivity for business success. Bob Jones just downloaded a whitepaper from a third-party website or partner on a similar topic. Knowing the engagement each person had, should they be receiving the same messaging? Should we drop them in our “canned” sequence that goes over the same touch points regardless of what that person did? If you’re answer is “No”, you’re right, but are you walking the walk? Knowing that content is so readily available and on-demand these days, we need to consider how its actually being consumed. As easily accessible as it is, most companies are now fighting against 20-30 other pieces of content PER WEEK. That being said – how are you providing value in your lead follow up, and how are you standing out from the oversaturated content-sphere of your competitors. If you’re leading with “I saw you downloaded…” then you’re missing the mark, unfortunately.
Providing value at every touch point:
One of my favorite ways to think of prospecting (regardless if it’s cold prospecting, or prospecting someone who just completed a CTA) is the fact that we’re all creating a form of “disruptive communication”. We’re trying to catch someone that’s likely multi-tasking and providing immediate relevancy and value to why that person should dedicate their focus and attention on what we have to say. If that’s the case, then we should know that providing value in every touch point is important on any email or call. Yet organizations still follow the lazy scripting of “I saw you did this; do you have time for a call next Monday”. Insert third party companies, vendors, and other partnerships to the mix of today’s ‘outbound’ marketing channel. You’re now inserting even more variables to create that confusion on what the engagement was, where it came from, whether or not it was consumed yet, how it was consumed, etc. If we’re not 100% certain that the person on the other end can recall this exact scenario, then why take the chance on leading with that in your first touch, to result in an immediate objection? Do we want to create a chore for that person to back track on how and when they consumed that piece of content, or do we take that as the “bait” to then open up with value prop, USP’s, competitor references, and other valuable items to create that instant relevancy on why “this is important to you”. It’s easy to lose focus on the end goal and instead try to connect back to the content instead of “leading with the need” and making that lightbulb go off in the prospects head.
The Lost Art of Prospecting:
The more sales organizations rely on marketing generated leads (outbound), the worse they become, at least it seems… That’s a blanket statement, and not entirely fair, but it’s beginning to be the norm I see and hear from the many calls I have with SDR leaders and sales teams that rely heavily on outbound lead generation to fuel their pipeline. This doesn’t have to be the case! But unfortunately, teams rely on the same old messaging to try and secure meetings, in an ever-crowded market. And if it doesn’t go their way, they fail to take the blame, but instead think it’s a “bad lead” that came from marketing. I wasn’t fed with a silver spoon of leads when I started my sales career. In fact, we didn’t even have a lead generation team at all. Not a single marketing lead was received. I had to source, research, learn different industries, and spend time to curate intelligent messaging to stand out from the rest in order to prove my value and land a meeting. And that was before we’re now up against a minimum of 30 other competitors fighting for market share. We don’t see this level of time spent on prospecting as much anymore. Who/What’s at fault? Is it the technologies being implemented? Is it the SDR leaders that have fallen complacent to the “best practices” of their sales prospecting tools and processes?
It’s not easy.
We’re being tasked with more and more each day, presented with countless technologies to “help” us, and are trying to do all of this in an oversaturated sea of competitors. If we can just take a step back, get back to some of the basics, and provide value in our outreach, that should typically be enough.. Whether it’s a cold prospecting email, or a lead generated from an outbound marketing campaign, let’s not get lost on connecting back to the content they consumed, but rather the need/challenge they may have and the value you can provide.
To learn more about personalizing your prospecting and how to enhance the lead qualification process with permission marketing, personalized communications, and improved response times – check out our white paper Closing Leads Like a Boss.
New businesses sprout up regularly, increasing the number of competitors in various industries. These businesses usually engage in demand generation to create awareness and attract new potential customers. For existing medium sized businesses and enterprise organizations, the challenge is even bigger—how to continuously generate leads in order to generate revenue.
Even for the most experienced and advanced marketing teams, lead generation can be quite the challenge. It can reach a point where your marketing teams are too caught up in lead generation efforts that other marketing objectives and tasks are no longer priority.
If your business has reached a point where the marketing team is spending too much time prioritizing lead generation over other strategies it may be time to look for a lead generation provider. By doing so, you can focus on other business aspects and nurturing your existing customers.
Here are a few of the benefits of working with a lead generation partner:
1. Higher MQLs
A marketing qualified lead (MQL) is a lead that is more likely to be a customer compared to other leads. These are the ones that have the biggest impact. In fact, it’s better to have a few MQLs than a lot of mildly interested followers. 70% of marketers recognize the need for higher quality leads.
High conversion rates mean your sales and marketing systems are preforming well, however it’s important to stay in tune and updated. A lead generation company can help you achieve higher MQLs, especially for medium businesses and enterprise organizations who need larger lead volumes to achieve higher sales and revenue goals.
2. Better Prepared for Growth in New Markets
It can be challenging to gear up and expand into unfamiliarly territory. A lead generation company that is familiar with your new target market can help increase market penetration sooner. When Service Management Group (SMG) wanted to expand into new markets, their vendor was able to provide 61% MQLs to Sales Accepted Leads.
3. Technology Support for Campaign Analysis
With a lead generation company, you can expect they have specialized technology that is designed to accurately monitor and analyze the lead generation campaigns you run.
Well-experienced lead generation teams do not just run promotions without basis. They also continuously monitor the results of their efforts in order to find out what works best. Additionally, they can help you assess which stage of the marketing funnel works best for generating leads.
4. Targeted leads at a lower cost per head
Are you in a crowded vertical industry, like the technology software industry or the e-commerce industry? Competing in an industry like this is sure to take a toll on you. You will have to depend on lead generation efforts to keep pulling in more clients.
Traditional advertising may not be enough—it takes up too much of your resources and it can be a hit-or-miss game. When you work with a lead generation company, you are directly converting your budget and resources into highly qualified and targeted leads. .
Plus, the cost for attaining highly targeted leads can be less than what you usually spend on traditional and mass market advertising.
Essentially, working with a reputable lead generation company will surely work to your organization’s advantage. Aside from savings in terms of budget and time, you are more likely to receive highly qualified leads that have higher chances of conversion.
The next step for you is to review the items and benefits discussed above. Assess where your business stands in terms of MQLs, expansion, tech support, and targeted leads. If you plan to do better than your current status, it’s time for you to start looking for the right lead generation company for your business.
Learn the best practices you need to implement to launch an effective lead generation campaign with a partner.
Marketing teams spend all their time and effort to find the best sales leads for their company. While staying within budget, companies strategize to stay ahead of competitors and generate ROI.
Without leads, there wouldn’t be any sales, and without sales, companies would not achieve revenue goals. Brand management and demand generation leverage one another to be successful, these activities are the responsibility of the marketing team.
Outsourcing Marketing Qualified Lead Generation (MQL)
Marketing professionals know that not all leads are the same. Medium and enterprise level businesses have a lot of supporting departments. The pressure is on for the marketing and sales departments to turn over gross profit.
The sales and marketing departments have to produce far more in sales than what’s needed to pay for their salaries and commission. The marketing team gathers a high volume of sales qualified leads, it then becomes the sales department responsibility to close the deal. The marketing teams nurture MQLs into Bottom Funnel or Sales Qualified Leads (SQL). Allowing, the sales team to spend all its time doing what it does best, selling.
Outsourcing middle funnel lead generation to lead generation companies saves the marketing team a lot of time and effort. They can concentrate on nurturing those leads to bottom funnel leads. It’s always an option to switch vendors if their leads are not converting as advertised. Knowing what leads to purchase improves the data for further analysis and budgeting.
Expanding to new unfamiliar markets is a challenging venture for businesses. Establishing a footprint in new territories is not easy even for big name brands. Going directly to lead nurturing is targeted and cost-effective. Having the marketing team concentrate their efforts on potential clients is better than trying to get the general public into top-funnel leads.
Benefits of Outsourced Leads
Medium and Enterprise level organizations spend a lot. The faster leads turn into sales, the faster expenditures are converted into profit. The company and more specifically the sales team preform at a higher standard with larger numbers of qualified leads.
The sales team can find leads on their own. Having them nurture leads through the entire funnel is fine for companies that offer large commissions such as real estate, automotive, and the defense industry. Sales teams spending a majority of their time nurturing leads instead of closing reduces sales production. It’s not a problem for big-ticket items, but for general consumption businesses, it’s an inefficient use of their sales force.
In the Information Technology space, competition is fierce. Tech giants to start-ups are all going after the same target market. It’s necessary the sales team concentrates only on SQL and the marketing team focuses on nurturing.
Launching sales campaigns to un-nurtured leads leaves a hard sell impression. Its important to nurture leads into middle funnel – going straight to sales when prospects are not ready to purchase will return in negative results.
Jumping directly from top-funnel to bottom funnel also needs a staggering amount of leads. A poor process can jeopardize the company by establishing negative perceptions in your target market.
Outsourcing generation and investing time nurturing leads is a more efficient move for smart marketing teams. Finding a vendor that can provide quality bottom funnel leads at reasonable price makes for a viable option. Running them with middle funnel leads on a different funnel will provide a good A/B testing scenario.
Funnel Analysis and Improving Conversion Rates
Each lead has the potential to be a sale. In reality, only a small minority of leads converts right away. There are several reasons, the first is the lead source. The quality of leads converting from different sources greatly varies. It’s smart to have a separate funnel for analysis purposes for each source.
and Sales have different Lead Scoring System
Proposition vs Pricing
Sales Closing Procedure
The first three reasons indicate that the leads can be recycled after further nurturing. The last two common reasons indicate a problem with the sales team. Having the marketing team analyze funnel data can save money by increasing conversion rates and resolving issues by recycling nurtured leads. Sophisticated technology is needed to keep track of all the data. Third-party lead generation vendors usually provide this technology as part of their service.
The marketing team has three major tasks, lead generation, nurturing them to sales qualified leads, and funnel analysis. Outsourcing lead generation activities will allow marketers to manage marketing funnel efficiency and increase conversion rates.
Thinking it’s time for your company to start working with a lead generation partner? Working with a lead generation partner will fill your marketing funnel with engaged leads that are squarely in your target market. Learn more about the best practices you need to launch an effective lead generation campaign with a partner.
PureB2B, an extreme success of the parent Pure Incubation — is elated in acknowledgement of the Fast 50 award for the fourth consecutive year.
Topsfield, MA – May 16, 2019 Pure Incubation is once again leading the charge in innovation and growth in the marketing technologies sector. PureB2B is pleased to announce that the parent company Pure Incubation has placed 11th on The Boston Business Journal Fast 50 list for the fourth consecutive year. This annual list highlights private businesses in the state of Massachusetts that have had the fastest revenue growth over the last five years.
President and CEO, Melissa Chang, is thrilled for PureB2B to be recognized on the list once again.
“It is really exciting to receive this award for the fourth year in a row. Our customers have been so loyal to us over the years, which is a testament to the great relationships we have built and the products that we deliver. When you have a great product and an amazing team — all things are possible,” Chang says.
In the past year, PureB2B has elevated its lead generation solutions, and the company in 2019 aims to soar above competitors . With the recent introduction of Intent Data layering, PureB2B is confident it will provide unparalleled value to its lead generation programs. This exclusive intent experience will incorporate PureSyndication and PureResearch programs; providing clients with guaranteed lead volume and the most accurate up-to-date data available. PureB2B is committed to remaining a top competitor in the marketing technology sector in 2019 and beyond.
Chris Rack, Chief Revenue Officer of PureB2B, is also excited about the recognition for the company.
“It is incredible to be in the mix with so many great companies. We’ve immersed some exceptional product offerings over the course of the past year. As we progress into 2019, we look forward to providing clients with innovative solutions that will keep PureB2B a frontrunner in the marketing technologies sector. Amidst some great wins this year, our team continues to grow significantly, and I am proud of the collaborative, innovative and ‘people-first’ culture we have maintained,” Rack says.
PureB2B is a data-driven, lead generation partner created by
industry pioneers who have set the standards for quality lead generation
programs over the past three decades. PureB2B’s innovative lead generation
solutions powered by its global audience of more than 62 million technology
buyers enable B2B technology companies to meet their revenue goals and increase
sales and marketing ROI.
It’s a given that one of the best ways to fuel business growth is through the generation of new sales leads but even the best marketing teams can struggle with identifying and pursing high value leads. Studies have shown – if it isn’t already, lead generation should be a top priority for sales and marketing teams. While the nature of business has evolved, one thing that hasn’t is the complexity of generating traffic and cultivating prime leads.
According to a 2013 report on lead generation, 61% of B2B marketers think generating high-quality leads is one of their biggest challenges. Finding niche lead providers that can deliver on promises requires careful consideration. The fact of the matter is; there are plenty of lead generation firms in the market and most – if not all of these – promise big results in exchange for your marketing investment.
Key Steps to Find the Right Lead Generation Company for You
Attracting potential clients to your websites can take a significant amount of time, effort and financing and even then, there is no concrete guarantee that landings translate into sales. To level this issue, sales and marketing teams have tapped lead generation companies to deliver databases that will provide quality leads.
So, the big question here is how do you select the right lead generation company for your organization? Below are the different sections that outline key questions you should ask before deciding.
The discovery phase is all about getting to know firms and what they can offer. It’s important to understand what you need and assessing if the firms you are considering can provide you those solutions and requirements.
What Kind of Lead Generation Provider Do You Need?
Having a good understanding of the types of leads you require, and your target demographic allows you to be more insightful when selecting the right partner. Depending on your industry, it is important to know if a vendor operates within your industry. For example, Pure B2B is a data-drive lead generation partner that focuses on the technology buyer audience. Its global technology buyer audience includes IT, sales, marketing, finance, business and human resources.
Plenty of companies boast about having the most updated and expansive database listing, and key decision makers across multiple industries. On the other hand, there are more niche lead providers that offer databases relevant to specific industries.
It’s also important to look at the programs lead generation providers run; there are different methods to lead generation including top-of-funnel or bottom-of-funnel, programs sift through prospects to identify viable sales leads to be nurtured. Other programs include lead discovery, account-based marketing, database cleaning and program/ process optimization. Knowing the type of program a vendor utilizes will give you a better idea of how they operate and the pros and cons of the data you will be receiving.
Without sales leads, a company could be dead in the water in terms of business growth. When outsourcing your lead generation process to an external provider, there needs to be due diligence in reviewing the track record and experience of firms before settling into a decision.
What is the Firm’s Track Record?
When comparing account lead generation companies, some key characteristics to consider include their track record for providing quality leads. This can be seen based on their returning customer base and respective feedback. What is their target audience, their experience in the field and what are people saying about their services?
Working with providers that have veteran sales and project management teams will enable your company to tap the provider’s expertise. Pure B2B clients work with dedicated customer experience campaign managers who closely manage campaign performance with key emphasis on the systematic conduct of monitoring and optimization.
What is the Price and Does it Fit Your Budget?
Lastly, your comparative review of lead generation companies needs to consider the price and overall cost of this marketing investment. Keeping in mind the extent of the services being provided, customer and administrative support available, size and relevance of the database, and overall company experience. Choose the company that will be able to provide you with all the service you need within your budget.
Business growth is the fundamental goal of lead generation. Through new business opportunities, companies can expand its customer base and scale up operations. Understanding your agency objectives, targets, and identifying key services being offered by providers will allow you to know if your business matches the expertise of a generation firm. Discover the benefits of having lead generation services that result in high-quality, engaged leads that are accurate and likely to convert into sales.