Category Archives: B2B Marketing

Lead Generation Campaigns Shouldn’t Be an Excuse for Core Issues

The core of your business could very well be your only competitive advantage. Yet while this little epiphany is making rounds among the guru blogs and thought leader circles, it’s another one of those that’s not easy in practice.

The problem can be especially serious when you use your lead generation strategy to cover up core issues. Forget obscure marketing and hype. That’s just one way a lead generation campaign can distract you from what matters.

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Generating Sales Leads Can Be Tough for Old and New Ideas

When you look at the tech industry’s drive for innovation, it’s easy to believe that the only things that will generate your sales leads these day is something new, funky, and completely out-of-the box.

That doesn’t lend the idea any more accuracy than it actually has. The truth is that no matter how old or how new your idea is, it’s not exactly enough to get people invested that they’ll give you a possible sale.

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Can You Cover Appointment Setting while Competing?

The answer feels like a yes. When you’re in direct competition with a major industry player, you both still benefit marketing-wise. The attention you draw to each other might naturally result in more prospects going through your appointment setting process. In fact, some prospects are daring enough to select both of your companies just for the sake of scale.

Still, a fight’s still a fight. You’re not just there to show off and win hearts. You’re there to win and to win means you’re making an even more powerful marketing statement. Can you balance between maximizing the interest you’ve generated and at the same time, focus on one-upping your competitor?

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Modern Appointment Setting – The Old Art of Leaving Your Number

Despite the trappings of the internet, big data analytics, and sophisticated targeting, much of today’s appointment setting M.O. remains the same. One particular aspect of it is giving prospects the idea (and the freedom) to contact you whenever they want. Whether it’s on a brochure or on your website, the tactic of leaving your contact details lying around has been used even before professionals started to use the first calling card. To understand this is to understand a core element to successful appointment setting.

And make no mistake, this isn’t just used in inbound marketing. Active, outbound marketing also makes a point to make sure your leave a lot of doors open for which your prospects can walk through. In fact, when you see the essence of this strategy, it doesn’t really matter what you’d call it. So long as you’re hoping for a follow-up, you’ll need to leave some contact details behind.

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Targeted Sales Lead Generation – Your Own Monster Menagerie

The basic idea of targeted sales lead generation seems simple enough. You specify a particular persona as the one most likely to be your client.

However, to really appreciate the concept, think of it like the menagerie of monsters you usually see when it’s nearly time for Halloween.

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