Category: Lead Generation

Content to customer by Eloqua & JESS3

This presentation is already one year old, but still highly relevant. It integrates nicely the buying process and content marketing practice. Thank you Eloqua and JESS3.

Advertisements

Identifying your best B2B potential by prospect mapping – Step 6/6: Nurturing and Content Marketing

Navigating by your content marketing strategyStep 6: Nurturing and Content Marketing

The purpose for starting this process was to find new potential customers for your business. After going through a careful target group design, potential mapping, marketing concept planning,  data segmentation and activating the top 20% leads – you should now focus on a long-lasting lead nurturing and content marketing activity.

From the prospect mapping you have gathered information about companies potential and decision makers willingness to talk with you. Now, take the second group from the Step 4: Data Segmentation (these are the prospects that are not investing in the near future) and serve them with great content. They will most likely be your customers sooner or later.

And what is great content? I was wisely taught in DIT Drama Class in Dublin, Ireland (1998)- “you are not writing about the subject, but around it. If you want to talk about an apple – describe its form and color, but don’t mention it.” In other words, don’t put your companies products and services in the middle. Talk about your customers and their challenges. As Michael Brenner put it strogly in his post The Content Marketing Echo Chamber “Stop talking about your self”.

Fill your promise and start a dialog with the decision makers, that have indicated their interest. Put your content marketing plan in action and nurture your prospects with appropriate content according their stage in the buying process. Serve them with a sales call when they are ready. Then, continue to feed your lead base and start a new prospect mapping process on a new region or industry.

I hope this post was helpful for you. I am happy to get feedback from all B2B Sales and Marketing professionals. Tell me your way – how do you find the potential from the market and generate sales?

Identifying your best B2B potential by prospect mapping – Step 4/6: Data Segmentation

Finding your leadsStep 4: Data segmentation

After the interviews are over, you will have some data to analyze. From my experience the mapped target group will consist of about 20% of warm leads (we can call this group one), that are likely to invest in the near future and willing to hear more about your products and services. They have good knowledge of the market and are looking for the best solution to their business.

The second group will consist of about 20-30% of leads that are somewhat interested of your products or services, but have no plans to invest in the near future. Usually people in this group have a challenge that needs to be resolved, but the pain is not yet big enough to start making investment decisions. However, keep in mind that this second group is highly important for you, because here lays your future potential.

For the remaining data 50-60% you need to do following: 1.Take out the non-potential contacts and save them in a separate file. By doing this you ensure, that in the future mappings you will not take them in a new target group. 2. There will be some companies and contacts that did not answer to your survey, but are a likely potential for you in the future. Make also a separate file out of these contacts and save them for the next potential mapping.

I hope this post was helpful for you. I am happy to get feedback from all B2B Sales and Marketing professionals. Tell me your way – how do you find the potential from the market and generate sales?

 

Identifying your best B2B potential by prospect mapping – Step 2/6: Ask and listen

Ask and listenStep 2: Ask and Listen

At this point you have a carefully selected target group on your hands. (Step 1: Target Group) Now to find out, which companies and decision makers in this target group are potential to you –  it is time to start a dialogue. You can begin the potential mapping  by online surveys, but usually you have to boost the process with telephone interviews. Telephone interviews ensure you a better response rate and help you to qualify the decision maker.

Typically you need about 6-8 questions to find out the potential of a company. These questions are industry/product / service specified and designed to the target group. Ask questions, which you can use to segment the prospect by the stage in a buying process. You will then have a opportunity to plan and implement different content marketing activities to these segments.

Write a script, with a clear (and short) explanation and purpose of the interview. Add some background information of your company and take along relevant customer references. In the beginning of every survey / interview you must first a qualify the decision maker. (As you now people tend to change jobs frequently and the contact in your target group may not be right.) The benefit is that our contact list will be updated and the end result will be more accurate.

I hope this post was helpful for you. I am happy to get feedback from all B2B Sales and Marketing professionals. Tell me your way – how do you find the potential from the market and generate sales?