Category: Prospecting

Identifying your best B2B potential by prospect mapping – Step 5/6: Activate

Step 5: Activate

Now put your qualified data to work. The first group of qualified prospects (from step 4) are warm leads for your business – your aim is to turn these leads to sales meetings.   Before starting the appointment setting calls, you should give a reminder to the decision maker – and direct mail is a great tool for activating this customer dialogue.

I am a big fan of snail mail, because it will most likely to be noticed by the receiver. People get a lot of email marketing (spam) to their inbox’s and even the relevant messages will be ignored and deleted.  Creatively designed physical marketing however will be noticed, opened and most importantly remembered by the receiver.

For sure, concept design and color make a difference. Have a look on Brian Morris’ post on Business2Community of how different colors are used in marketing campaigns. (picture on this post is also linked to his original work)

Follow-up the direct mail by a appointment setting call to the decision maker. Remember you are now working with a group that has previously told you their interest in your products or services and are willing to hear more about you. You will most likely to get a high pull percentage for these sales meetings. I have seen over 70% pull rates in these kind of processes. Also the booked sales meetings will be of a high quality due to the earlier qualification in the mapping process.

For more on this subject:  Check Steve Olenski’s post on Forbes CMO network (3rd of November 2012) Direct Mail: Alive And Kicking

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?

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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?

Identifying your best B2B potential by prospect mapping

The first egg of the weekYou might have a challenge identifying potential B2B sales leads from the marketplace. You might wonder – how on earth can I find the businesses that are interested of our products or services? And even if you do – what is right time to interact with them?

A lot of people work in a small or midsize company’s where the marketing automation systems are not used. Inbound and outbound lead generation is poor or non existing. In some cases a company uses web analytic tools to track IP’s to see, which companies have visited their website. However, from this information it is very hard to know – Who has actually been viewing the site? It can be anyone from the company. Web leads are a necessary source for your business, but you have also other ways to map and qualify potential leads from the marketplace.

In general, prospect mapping should be a core strategy for your new business development. It gives you the base for starting a lead nurturing and content marketing process, which will definitely help you to shorten sales cycles.

In the following 6 short posts (once a week) I will guide you how to organize a potential mapping for B2B lead generation and marketing. This strategy has been used in many successful B2B marketing campaigns, but it also can be modified to a on going lead generation and content marketing process.

Step 1: Target Group

Step 2: Ask and listen

Step 3: Plan a Content Marketing process

Step 4: Data segmentation

Step 5: Activate

Step 6: Nurturing and Content Marketing

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

Thank you for inspiration and the birth of this blog: Michael Berner @B2BMKTGInsider, Susanna Gebauer @dreckbaerfrau, Heidi Cohen @heidicohen, Andrew Davis @TPLDrew, Josh Lowry @Josh_Lowry, Tom Pick @TomPick, Paul Mosenson @NuSparkMktg and many many others.