B-to-B, Step by Step
For many business-to-business marketers, lead generation is a multistep process. And to move those leads towards a sale, you need to have something to share at every step along the way.
At least week’s MarketingProf’s B-to-B Forum in Boston, Mac McIntosh, president of Mac McIntosh Inc, noted that in today’s economic environment, marketers should look to the leads with the greatest propensity to buy. That means those similar to recent buyers, existing customers with cross- or up-sell potential, recent inquirers, Web site visitors and prospects already in the database.
It’s essential to make sure you have your prospect focused where you want them to be during the lead process. McIntosh advised creating a suite of offers for each step along the way. A white paper might a good incentive early in the game, with a Webinar offered later, prior to a meeting with a salesperson.
The sales cycle for motivational programs provider Globoforce can take three to five years, said Anne Marie Corbett, marketing programs manager. About 900 companies globally comprise Globoforce’s potential market. Current customers include DHL, Dow, P&G and the Discovery Channel.
Anything that helps the potential customer learn more about the product or service is beneficial, as long as you don’t turn it into a sales pitch, says Corbett. “Education helps prospects respect you and identify you as an industry expert.”
Of course, if your sales cycle is closed by a rep, make sure you leave something on the table for them. Corbett noted that marketing was offering product demos, but has since stopped because taking that piece of the puzzle left sales reps with nothing to offer when they finally got face-to-face with the prospect.
