With lead-to-close sales cycles for B2Bs typically lasting four months or more, it’s important to reach and engage with potential clients as early as possible in the sales cycle.
I’m going to discuss two proven B2B Keyword strategies for reaching prospects early in the sales cycle through search.
For example, if your business is sells software to help businesses manage employee shift scheduling, then a pain point might be that they are paying employees for too much overtime.
Market the landing pages through paid search, social media, search engine optimization, etc.
This strategy helps build brand awareness and gets you in front of the prospect to start building a relationship early on. For example, an HR Director or VP may be looking for new ideas on how to improve their own job performance or the performance of their group within the company. If you target these searches, you should create landing pages about the topics they are interested in and how your solution helps improve their processes or how best practices include improvements to operations or functions that tie into your solutions.
One way to enhance this strategy is to pair it with your retargeting strategy to continue to build brand awareness with the prospect and drive more conversions. Pain Point and Targeting the Searcher keyword strategies have proven to be excellent ways to help fill the top of the sales funnel with targeted leads. Constructing letters that will deliver good response rates is a specialised skill that I believe requires both training and lots of of experience. It’s about list building and then prospecting your lists to find the leads you can work into sales appointments.
Called 7 NEW RULES FOR PROSPECTING IN THE AGE OF THE CUSTOMER it tells of the massive shift that has taken place in the marketplace of business to business sales. Buyers no longer need you the seller in front of them to make intelligent buying decisions.
Sure, face-to-face appointments matter…but their significance in the sales cycle has faded. The importance of this dynamic for anyone in B2B sales and marketing cannot be understated.
And building a highly targeted database is the key to any successful direct marketing campaign. Once I qualify a prospect as genuinely interested in your business, the next step is your email follow-up.
Salespeople are notorious for leaving those all important follow-up calls for last on their list.
I use a sales management program that organizes contacts, phone numbers, call back information and call histories into a single database package.
If you want better qualified sales leads, higher conversion rates and more revenue per sales lead than is typically achieved by traditional B2B telemarketing my B2B  sales prospecting  can help you.
Get updates on ways my B2B Sales Prospecting can help your business grow —especially in this economy. Robert Hennessey is a Marketing Consultant, Inbound Marketing specialist, and B2B Sales Lead Generation Practitioner. Youa€™ve worked hard to get your B2B sales leads, but when they arrive how fast are you responding? Understanding buyer behavior online or off line is always critical to converting B2B sales leads.
The findings in a recent study of B2B Buyer Behavior on the Web and Phone by Software Advice, Inc.
This study focuses on B2B sales lead qualification and its importance in setting the stage for achieving ultimately higher sales lead conversions.
The study also suggests some additional insights into particular times of the year, week and day that are most fertile in a companya€™s ability to turn website conversions into qualified leads.
One caution do not assume that the studya€™s result on times of the year, week and day and your companya€™s ability to turn website conversions into qualified leads will be identical to those in this study. With buyers that are responding by completing a form to download a whitepaper, access video content, or view other informational contenta€”then these sales prospects you should nurture with email, not call.
The findings in this study show calling conversions right away can significantly improve the ability to qualify leads generated on the Web. On the second day of SES San Francisco, I headed to Lee Oddena€™s session Optimize B2B Content Across the Sales Cycle. Although I have heard Lee speak multiple times, have read and refer to his book Optimize, and help execute content marketing strategies on behalf of TopRank clients, I was blown away by the amount of new insight I was able to take away from Leea€™s presentation. 90% of B2B marketers are using content marketing tactics to grow their business.A  So 90% of you are leveraging tactics such as blogs, social media, eNewsletters, case studies and article postings to attract potential customers to your website. Lee points out that often, we spend too much time in the beginning worried about selecting our platforms.

The fact is, that today, the majority of customers want to guide themselves through the buying cycle. Timeline: create a timeline of your buying cycle and then map each tactic onto the timeline based on where it fits in the customer journey.
Map Brand and Buyer Goals to Info: This worksheet type format allows you to outline your goal, buyera€™s objective, information conveyed and format based on point in buying cycle. Marketers need to move beyond the perspective that the most important measure of social success is number like or followers and instead hone in the audiences which are most influential.A  Creating content optimized for this influential audience is unique and though provoking will be ultimately more impactful. We model and manage your data, start intelligent conversations over the phone and web that activate your sales pipeline, and then help you customize your CRM to keep track of it all. For more than 17 years, Smart Systems Technology has transformed companies with complex sales processes by providing a complete array of entirely unprecedented services that no other company can offer quite the way we do. We provide valuable insight too, but, more than anyone else, we’re about reality and results. We rely on quantifiable methods to deliver increased sales with predictable outcomes. There’s no mumbo jumbo here—just solid science.
For B2B companies who depend on strong customer relationships and referrals and cold calling as their number one sources of business but are experiencing slow or stagnant sales pipelines, feast-or-famine revenue fluctuations, poor visibility into their sales processes, and other sorts of underperformance, Smart Systems Technology is the company that finds out why—and we know how to fix it. Our performance metrics approach is a fact-based system of analysis and application that quantifies your processes and produces predictable results. In order to succeed, you must acquire, retain, and reinvigorate (or win back) relationships with customers.
Smart Systems Technology is a trusted partner to work with to help you keep on top of all the new activity in your CRM system, and we can help you customize the effort so the technology aligns with the way you want to work. If you’re a CEO who is frustrated with underperformance, low transparency, a lack of repeatable processes, or seeming insurmountable challenges to business growth, call us. For a no-obligation assessment, and to discover how Chameleon Group can help you achieve your goals, fill out the form below. Specialized keyword research is used to identify keywords that prospects are using in search engines like Google while in the early stages of the sales cycle.
The first strategy is to identify search queries for known pain points that prospects are experiencing.
Use these pain points to research how prospects may be searching when trying to deal with these and related issues. The best two are: You are providing an answer to a very specific pain point that they are seeking options for. Instead of using keywords that focus directly on your solution, identify and use keywords that prospects use when trying to operate or improve their business. These prospects are not as primed to talk to a salesperson, so I recommend creating soft calls to action about webinars, white papers, newsletter signups and product literature downloads.
After marketing the new landing pages through paid search, social media, search engine optimization, email and on your own websites, examine how each landing page is performing and make fine tune adjustments to the content and measure the impact. We specialize in PR and marketing services for technology solution providers and B2B companies.
The letters on this page are the kind of normal letters used by mainstream businesses to pitch consumer offers or try to open doors with B2B customers. Routine follow-up calls plus e-mail follow-ups work wonders to get you in the door for a face-to-face meeting. That’s why I make prospect qualify questions part of every b2b sales prospecting script! The time between the introductory cold call and the follow-up call varies from prospect to prospect. From there I make routine follow-up calls to further qualify and develop the best prospects. Your calls are important…and making sure they’re done this way is why I don’t outsource to third party call centers.
But jammed packed with tested direct marketing tips every marketer--- regardless of what you are selling --- can use to boost response rates and get more customers.
Inc Small Business B2B Marketing Blog is a great source of insights, tips and ideas about generating B2B sales leads.
His focus is helping small business and very small businesses generate business-to-business sales leads. As B2B buyers continue to rely using the Web to research purchases, it becomes paramount for companies to understand the online behavior of their potential customers. In the study, the conversion is defined as a website visitor who completes a contact form from a landing page. It demonstrates the benefit to increase the number of qualified sales leads by reacting quickly to visitors converting on your landing pages, so you can increase the numbers of qualified sales leads.

Please note that the findings in this study of qualification rates are specific to their business. However these general guidelines in responding to your online B2B sales leads should help us all. Moreover, there are certain times of the year, week and day when you need to plan your sales teama€™s capacity to maximize your ability to turn website conversions into leads. Lee kicked off the presentation by polling the audience on how engaged they were in SEO, social media and content marketing. So for all of you loyal readers of this blog and those who have read Optimize, I present you with three new things we can learn from Lee Oddena€™s presentation. A The question is no longer if you using content marketing tactics, ita€™s are your content marketing tactics integrated?
The information is the most important piece of your strategy, not the media format.A  You must tell a story to your customer. If you do not have the content which targets awareness, interest, and consideration then you risk losing a potential customer. The visual will allow you to create an editorial plan which accounts for stage in the buying cycle, while reinforcing the emotional journey. These formats introduce ways to reimagine a content plan in order to account for optimizing across the buying cycle.
Strategically planning content which aligns with stage in the buying cycle, and is customized based on the desired outcome, in more likely to impact and influence the consumer.
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We are Certified Administrators and Certified Sales Cloud Consultants in Salesforce®, a high-performance, cloud-based CRM system that will transform your business. Targeting your campaigns to the Awareness and Research phases, can help your company reach prospects before the competition does.
The second is to figure out other searches a prospect might be making that relate to their job function.
To increase the effectiveness of the campaign, the landing page should have some obvious action the prospect could take next, such as a sign-up for a free a trial, download a whitepaper, read a case study, schedule a demo or call us. Walker Sands Digital offers a wide array of digital marketing solutions and helps firms to get the most from their online presence. I also write the internet marketing sales letters used by US direct marketers and people selling categories of products in which this kind of writing is particularly successful. Always pursuing new approaches to applying customer-centric marketing to effective online and offline sales lead prospecting. While researching business solutions on the Web, when we find something that interests us most people are more likely to engage improving your ability to qualify leads generated online. This means that your qualification rates will vary based on your business and any seasonality of your business.
To get these insights that would benefit your firm, you will need to conduct your own research. Tactics should be integrated so that they all fit within an overall strategy to attract, engage and convert your audience. This isna€™t a pass to say what you think is most important, but rather to create the story which will enable the customer throughout their journey.A  Attract them via their pain points and compel them by connecting their pain points to your product or service. This type of plan will increase the likelihood of creating an editorial plan with tactics which are both integrated and optimized for the customer story. This means we have to move beyond measuring the value of our content plan or marketing initiative based on only the number of new customer acquisitions. A In order to truly optimize across the buying cycle, optimization should be a state of mind. We’ll reform your sales process by managing your customer data, getting you what you need using our exclusive data partnerships, and ensuring that your high-powered salespeople are spending their time having high-value conversations instead of looking for them.
We are also a Google Certified Partner and able to construct top-notch online tools to boost your leads from every angle tying the web and phone based efforts into powerful solutions. If these tactics are not strategic, then, as Lee would say, you are just throwing spaghetti up against the wall to see if it sticks.
More often than not, this will result in mistaking correlation or coincidence with causation.

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