What Are The Most Effective Channels For Successful B2B Lead Generation?

As you continue to build your B2B business, you may be wondering which platforms you should use to maximize lead generation. Is it best to stick to phones, or should you consider newer digital channels like social media? In this blog, we’ll take a look at seven of the most effective channels that your business should be using to bring in more qualified leads, move them down the sales funnel, and turn them into paying customers.

1. Phone Calls And SMS Messages

   If it ain’t broke, don’t fix it. Phone calls give you a great opportunity to pitch your company and your products, and are more personal (and harder to ignore) than sending an email. So it should be no surprise that phone calls are still a very common way to get in touch with potential clients. 
   According to research by Cognism, 27% of sales teams still consider the phone to be the best way to get in touch with leads and book meetings. It’s also the second most popular new customer acquisition method overall, behind only email. And according to data collected by Zippia, 69% of buyers have accepted a cold call from a salesperson within the past year, while 82% of buyers say they’ve accepted a sales meeting after receiving a cold call.

2. SMS Messages

   With the rise in VoIP systems, software-based phones like Skype for Business, and mobile phone use for business, SMS has become a much more viable option for lead generation. Open rates for SMS messages are extremely high. According to SimpleTexting, 81% of people check their text notifications within five minutes of getting a message. Click-through rates for SMS are also very high – between 21% and 35% depending on your line of business.

   With great power comes great responsibility, though. Sending too many SMS messages can make your business seem spammy. According to the data referenced above, nearly 70% of people will choose to stop getting texts if they're “too frequent” or “spammy.”

   Because of this, SMS messages are best paired with phone calls and voicemails for maximum effectiveness, and you should use them sparingly. For example, you could make a call to a lead at 9:00 AM and leave a voicemail – then, if you get no reply by 2:00 PM, you could send a quick SMS to remind the lead of your call and ask if they're interested in setting up a meeting.

3. Email Outreach

   Emails are the single most popular method for reaching out to potential B2B leads. And it’s not hard to understand why. Email is a simple, fast, and compelling way to get your message across to potential customers. It’s also easier to get a potential lead to give you their email address – 80% of surveyed buyers preferred cold emails to cold calls, according to one HubSpot study.

   When it comes to successful emailing, the most important thing is to be personal and authentic.. For example, using a contact’s name in the subject line increases open rates from about 8.5% to nearly 43% – a 500% boost. And additional personalization like discussing industry-specific pain points, or a contact’s employer can boost response rates by up to 32.7%.

4. Social Media Marketing And Outreach

   76% of B2B marketers use Facebook, 70% use Twitter/X, and 57% use Instagram. But when it comes to B2B outreach, LinkedIn is king. 96% of B2B marketers are using LinkedIn, making it the most popular social platform by far. You can use InMail to reach potential leads, create display ad campaigns to target relevant companies and industries, and post helpful thought leadership content to show your authority in your industry. 

   Social media is particularly powerful for generating leads because you can create campaigns that target very specific demographics. Depending on the platform, these could include a potential lead’s age, career status, income, geographic location, employer, and much more. By using these tools, you can create a campaign that maximizes ROI and minimizes wasted ad spend.

5. An SEO-Optimized Website With Useful Content

   Your website is a powerful tool for B2B lead generation! A great website is an important part of an “inbound marketing” strategy. A slick, well-designed, and informative website with great content helps establish your business as an authority in the industry – and can drive potential leads to get in touch with you.

   Also, your website can be used to learn more about the people who are interested in what you have to offer. Collecting data like the location of a visitor, when they visit your website, traffic sources, and most-visited pages helps you optimize your other lead generation channels.

6. Local Networking Events

   With all of the high-tech lead generation channels out there, it’s important to realize that old-fashioned methods are still important! Networking events put on by local businesses, Chambers of Commerce, and other organizations are a fantastic opportunity to make real, human connections with potential clients and industry contacts.

   Even if local networking doesn’t lead directly to a potential client or customer, you can meet industry leaders and local businesspeople who may know people interested in your products – and build your overall status and reputation in the area.

7. Trade Shows, Conferences, And Conventions

   This is certainly not the cheapest way to generate leads, but it’s very effective. Industry-specific trade shows and conferences give you the opportunity to make face-to-face connections with people who are likely interested in the products and services you’re offering. In other words, almost everyone you talk to at a convention or a conference will be a qualified lead.

   Another unique thing about trade shows and conferences is that you have multiple chances to meet with the same person throughout the event – on the show floor, at workshops, at the hotel bar or other afterparties, and so on. Multiple touchpoints help you stay in the forefront of their mind – and increase your chances of making a sale.

8. Webinars And Online Workshops

   47% B2B marketers have listed webinars/online workshops as their most effective type of content asset, only 1% behind in-person events. Virtual events offer your company a great chance to show off their thought leadership, industry expertise, and even specific aspects of the products/services you have to offer.

   Webinars are also very affordable to put on. With a webcam, a computer, and a couple of pieces of software, you can easily host a webinar. The cost of developing content for webinars is also quite low – that’s because existing content like whitepapers, eBooks, blog posts, and FAQ articles can often be repurposed quite easily for a webinar or virtual workshop.

Need Help Generating B2B Leads For Your Business? Get In Touch

Finding qualified leads and turning them into new B2B customers can be a struggle. Even if you’re using the right platforms to reach new leads, you may not have the time, a large enough sales staff, or the expertise to maximize your marketing budget.

We can help. Our B2B lead generation experts work closely with your company to develop a personalized, cost-effective strategy that will bring in the qualified leads you need. From B2B prospecting to appointment setting, custom list creation and more, we’re here to help. Learn more by giving us a call at (330) 649-8000 or contacting us online for an appointment.

Evaluating a Lead Generation Partner: 5 Key Questions to Ask

When evaluating a potential lead generation partner, it’s essential to ask targeted questions to ensure they align with your business needs and goals. A thorough evaluation helps you avoid costly mistakes and choose a partner who can truly contribute to your business growth. Here are five key questions you should ask:

1. What is your experience and track record in my industry?

Why ask: Understanding their experience in your specific industry helps determine if they have the relevant knowledge and expertise to generate quality leads for your business. Industry-specific experience often translates to a more refined approach, with better insights into what works and what doesn’t.

Follow-up: Can you provide case studies or examples of successful campaigns you've run for clients in my industry? Look for detailed success stories that showcase their ability to deliver results in similar contexts. For example, in our previous blog about B2B marketing strategies, we discussed the importance of selecting partners who have a proven track record and understand the unique challenges of your market.

2. What methods and channels do you use for lead generation?

Why ask: Different methods (e.g., email marketing, social media, content marketing, SEO, PPC) and channels may be more effective for your business. It's important to know if they utilize strategies that align with your target audience. This ensures that their approach will be effective in reaching and engaging potential leads in your industry.

Follow-up: How do you determine which methods and channels to use for a specific campaign? Ask about their decision-making process and how they customize their strategies based on the unique needs and behaviors of your target audience.

3. How do you qualify and nurture leads before passing them on to us?

Why ask: Effective lead qualification ensures that you receive leads that are more likely to convert, saving your sales team time and effort. A partner with a solid lead nurturing process can keep potential customers engaged and move them through the sales funnel efficiently.

Follow-up: Can you describe your lead scoring system? How do you handle and follow up with leads to keep them engaged? It's crucial to understand how they prioritize leads and what tactics they use to maintain engagement over time.

4. What are your reporting and communication practices?

Why ask: Regular and transparent reporting helps you track progress and measure ROI. Good communication ensures that you are always updated on the status of your campaigns. This transparency is critical for making data-driven decisions and adjusting strategies as needed.

Follow-up: How often will we receive reports? What key metrics will be included in these reports? Ensure that they provide comprehensive metrics that matter to your business, such as conversion rates, lead quality, and return on investment.

5. Can you provide references or testimonials from past clients?

Why ask: Speaking with previous or current clients can give you insights into their reliability, effectiveness, and the quality of their customer service. References offer a real-world perspective on what it's like to work with the lead generation partner.

Follow-up: Can you share contact information for a few clients so I can directly ask them about their experience with your services? Genuine, positive feedback from clients in your industry can reinforce your decision to partner with them.

Conclusion

Asking these key questions can provide you with a clearer picture of a lead generation partner’s capabilities and alignment with your business needs. By doing so, you ensure that you select a partner who not only understands your industry but also has the tools and strategies to help you succeed. Remember, a well-chosen partner can be a valuable asset in driving your business forward.

What B2B Offers Help Produce More Qualified Leads? What You Need To Know

Don’t want to waste your time on unqualified leads? You’re not alone. One of the hardest parts of B2B sales is filtering out prospects who aren’t right for your products or services – and focusing your sales efforts on truly qualified leads.

But with the right B2B offers, you can make your products and services more appealing, reduce the impact of unqualified leads, and target companies that can truly benefit from what you’ve got to offer. How? We will explain throughout this blog.

The Top 4 Offers That Help You Capture More Qualified Leads

When crafting offers for potential customers, you want to cater to customers who are actually interested in what your business has to offer. They have a problem. Your product or service offers a solution. And you can both benefit from partnering with each other.

In our experience, there are four offers that are very effective at capturing the interest of these qualified leads, showing the benefits of partnering with your company, and moving them down the sales funnel:

1. Free trials – What better way is there to show the power of your products or services than a free trial? With a free trial, a potential customer can get hands-on experience with your product, software, services, or whatever else you’ve got to offer. For example, if you run a digital marketing agency for dentists, you could offer a 30-day free trial to new customers. If they like what you have to offer, it’s highly likely that they’ll sign up after their free trial.

2. Product demos: If offering a free trial is not practical due to your industry or the type of B2B product/service you offer, a product demo may be a good alternative. Whether it’s led by a salesperson or allows a customer to get a “hands-on” experience, product demos are a much more interactive way to give potential customers a sneak peek at what you’ve got to offer – especially compared to slideshow presentations!

3. Percentage discounts – Who doesn't love saving money? Introductory discounts are another great way to pique the interest of qualified leads and move them down the sales funnel, particularly if they're budget-sensitive. Adding a time-sensitive component can be very useful, too. For example, if you’re at a trade show, you could offer a year-long 10% discount to customers who connect with you during the weekend.

4. Needs assessments – If someone is showing interest in your B2B products or services, they probably think that it can solve a problem or pain point that they're experiencing at their business. With a free needs assessment, you can drill down further into their specific wants, needs, and weaknesses – and demonstrate how your product or service can help a lead work toward their business goals.

You Can Pair These Offers With Other Freebies, Too

Look, everyone loves freebies. Something for nothing? Sign us up! But that can be a problem, too. Plenty of leads may give you their contact info, join your webinar, or sign up for a meeting with one of your salespeople just to get a freebie. They may have no intention of ever converting into a paying customer.

That’s why we think the four B2B offers mentioned above are more effective. Free trials, product demos, percentage discounts, and needs assessments are all very valuable for leads who are truly interested in your products and services – not just getting a freebie. These offers give you a chance to demonstrate your value to a potential customer.

But of course, you can always sweeten the pot a little! A small gift or token of your appreciation is always welcomed by potential customers. For example, after you meet with a lead to provide a product demo or perform a needs assessment, you can send them something special like:

• A personalized “thank you” note

• A gift card

• A bottle of wine

• A bag of artisan coffee

• A box of sweet treats or snacks

Offering a “little something” to a lead won’t guarantee that they convert into a customer – but it will leave them feeling appreciated and will help your company make a better overall impression. And by limiting these “bonus gifts” to leads who have already shown interest in your products, you can keep your budget under control, too. That’s a win-win!

Need Help Producing Qualified B2B Leads? Leave It To Incept Grows!

At Incept Grows, we’re experts in B2B inside sales. From creating prospect lists to setting appointments and qualifying leads, we’re here to help. With our outsourced B2B sales solutions, your sales team can spend less time generating qualified leads and more time closing deals. Interested? Give us a call at (330) 649-8000 or schedule a consultation online to meet with our team and learn more about what Incept Grows has to offer.

What Characteristics Should I Be Looking For In Effective Salespeople?

Are you a small business owner hiring your first salesperson? A sales manager looking to add more staff to your existing sales department? Whatever the case may be, there are some key things you need to look for when recruiting and hiring salespeople. 

We’re experts in B2B sales – and there are five character key traits we look for whenever we’re growing our team. Throughout this blog we’ll give you the inside scoop on what you should be looking for when it’s time to add more sales members to your team.

1. Stellar Communication Skills

This may come as no surprise. A salesperson’s entire job is to communicate – to speak with leads and customers, express the benefits of your products and services, and be convincing enough to schedule a Zoom call, meeting, product demo, on-site visits, and so on.

You want to hire people who can express themselves clearly and speak with confidence in person, on the phone, and in video calls, too. And in today’s digital age, it’s also important that they can write clearly. They must be able to use accurate grammar and pronunciation, and communicate in a way that fits into your corporate/brand guidelines.

When recruiting a salesperson, take notes about how they express themselves during interviews and when communicating via email and SMS. How fast do they respond to emails? Are they confident when speaking? Can they understand and quickly respond to complex questions? If you’re interviewing someone who’s a strong communicator, chances are they’ll make a great salesperson.

2. Superior Time Management And Organizational Skills

In our book, this is the second most important trait for a highly effective salesperson. Working in sales is a constant juggling act. During any given day, sales could involve dozens of different tasks like:

• Cold-calling

• Writing emails or newsletters

• Setting up and attending online appointments 

• Entering customer info into CRMs

• Tracking customer/sales data

• Meeting with customers in person

• Hosting webinars or presentations

• Post-sales follow ups

• Collaborating with marketing teams

• Building prospecting list

• Conducting market/customer research

• Planning for conferences and trade shows

The list could go on and on. You need salespeople who are able to handle these tasks with ease, stay organized, meet deadlines, attend meetings on time, and generally stay organized. 

Asking potential recruits about their typical workday, project management apps they’ve used, and their personal approach to time management and organization is a good way to learn more about their skills.

3. Determination To Overcome Challenges

Leads don’t always want to talk. Sales fall through for no apparent reason. A salesperson may just barely miss a commission or bonus. When these things happen, you need employees who thrive – instead of folding in on themselves.

When recruiting, identify applicants who have shown the ability to thrive in goal-oriented environments and challenging circumstances. Whether they’ve got sales experience or not, asking a potential hire about the biggest challenges they’ve overcome at work is a good way to get a feel for how they respond to adversity. 

4. Dedicated To Honesty And Integrity

To run a great sales department, you need salespeople who are willing to be honest and open with prospects, leads, and customers. You definitely don’t need employees who are willing to mislead leads about pricing, lie about special offers, or use any “bait and switch” tactics to convert sales.

Dishonest salespeople will end up burning bridges for your company, damaging your reputation, and could even land you in legal trouble. So when recruiting, look for candidates who are willing to admit mistakes and who are willing to always tell the truth – even if it means missing out on a sale or commission.

5. Team Player And Excellent Collaborator

When building a sales team, you want to hire people who are willing and able to go the extra mile, work with a team, and collaborate as they work toward your organizational goals. This means working with other salespeople – as well as collaborating with other departments like marketing and customer service.

When recruiting and interviewing applicants, look for salespeople who have worked in a team-focused environment. Ask them about their experiences working with their sales team, as well as any experiences they may have with cross-departmental collaboration.

Need B2B Sales Support? Work With Our Highly-Effective Inside Sales Team!

Worried that you’ll hire the wrong salesperson? Not sure if you’re ready to start your own in-house sales department? Unsure about your budget? Incept Grows may be just the solution you need. We offer a full suite of B2B inside sales services to small businesses of all sizes and in just about every industry.

Our vetted, experienced, and highly skilled sales team is always here to help your business grow. But don’t just take our word for it. Learn more about our services by scheduling a no-commitment meeting. You can call us at 330-994-1349 or schedule your appointment online. 

7 Simple Steps For Improving Post-Conference Lead Engagement And Follow-Ups

You finish up your weekend at a trade show or conference and you’re feeling great. You’ve had tons of great interactions with potential customers. But then the next work week rolls around. You reach out to your hottest leads – and get nothing.

What gives? Why are you having trouble connecting with leads, and what can you do about it? Let’s take a look at seven simple steps you can implement to improve post-conference lead engagement and your overall follow-up process.

1. Ask Leads How They Prefer To Connect

Once you’ve got a rapport going, you’ll want to collect info like your lead’s name, title, company, work email address, and phone number. And while doing this, it’s also a good idea to make a note of how they’d prefer to connect. This helps you choose the right method for your initial contact – and makes you less likely to get caught in a spam filter.

For example, if a lead says they prefer phone conversations, you can call them first – and by noting that you’ll give them a call, they're more likely to remember that they gave you their phone number and will be more likely to actually pick up the phone. And of course, if they fail to pick up, you can still contact them via other methods such as email.

2. Follow Up Within 24-48 Hours Of Your Meeting

One of the biggest mistakes that you can make is waiting too long to connect with a lead. If you get a lead’s information on Friday afternoon, follow up by Saturday or Sunday at the latest – yes, even if the trade show or conference is not over!

Once a lead leaves your booth, they’ll start to forget about you. It’s nothing personal. There’s a lot going on at trade shows. Booths, meetings, seminars, afterparties, entertainment – it’s enough to overwhelm anyone. So whenever possible, follow up within 24-48 hours of your initial interaction to keep your company fresh in their mind.

This could even be a face-to-face interaction if you’re still at the show and see someone you’ve already talked to! If you bump into them again during a seminar or at the hotel bar, you can remind them of who you are, your company, and what you have to offer.

3. Be Personal And Authentic During Your Interactions

When you call or email a lead, make sure you jog their memory by mentioning who you are, what you talked about, and other details about your meeting. Taking notes about each potential lead during the conference is really helpful here.

By mentioning a few personal details, you can make yourself stand out and remind a lead about who you are and what you have to offer. This is also why we recommend against always using pre-filled email templates, especially for highly qualified leads.

It takes more time to craft a truly personalized message, but being authentic will help you maximize your conversion rates and stand out from spammy “email blasts” that decision-makers often get after conferences.

4. Focus On Relevant Information And Offers

Again, taking notes is key here. If you can remember the specific product or service that you discussed with a lead, you can follow up more effectively once the conference or trade show is over.

If a lead expresses interest in your company’s SaaS solutions, you don’t want to send an email or call them with information about your data recovery products. Keeping things relevant and sending a high-value offer will help increase response rates.

5. Provide Value And Don’t Rush Toward Making A Sale

Just because a lead expresses lots of interest in your products during a trade show doesn't mean they're ready to convert into a customer right away. As we all know, actually moving someone down the sales funnel is a delicate process.

So don’t go for the “hard sell” right away. Instead, offer resources and add value. Sending things like eBooks and whitepapers, invitations to webinars, and links to valuable blog posts is a great way to show the value of your products or services – without directly trying to sell to a customer right away.

6. Don’t Give Up If You Can’t Connect Right Away

Going back to the “real world” the Monday after a conference means that lots of leads may be dealing with emails they ignored over the weekend, time-sensitive tasks for major projects, questions from employees, and more. Your email or phone call may be put on the back burner, and you may be unable to connect with a hot lead immediately.
But don't give up. Try to follow up and connect with a lead multiple times – without being spammy or annoying. Here’s an example:

• 24 hours after contact – Call the lead and leave a voicemail with a quick greeting/reminder of what you talked about, your contact info, and when you’ll be available for further discussion.

• 3 days after contact – Send a follow-up email after 3 days with info about your company, the products/services you discussed, and details about how to get in touch with you. 

• 7 days after contact – Share a valuable resource with the lead, like an eBook or whitepaper addressing a pain point they discussed during your initial meeting.

• 14 days after contact – Send a final check-in email or give the lead a call, expressing your willingness to connect and share more information.

By attempting to connect multiple times and using more than one contact method, you can maximize your chances of success.

7. Track Your Results To Gain Valuable Insights

If you’re not already using a CRM to track your leads, you should be! CRMs help you track each point of contact, keep contact information organized and secure, and streamline the process of reaching out after a conference or trade show. And most of all, CRMs let you collect data like overall conversion rates, time to response, and much more. 

You could even use a CRM to track your conversion rates for each trade show or conference you attend – and see which ones are providing the most ROI. Using this data, you can collect data-driven insights that will help you streamline your sales process and convert more leads in the future.

Need Help Following Up With Leads? Contact Incept Grows Today!

Are you overwhelmed with leads after a conference or trade show, or having trouble moving qualified leads down the sales funnel? Whatever the case may be, we are here for you. We’re a full-service B2B inside sales partner. 

We offer all of the support you need to follow up on leads, turn them into customers, and grow your business. If you’d like to learn more about what we do, feel free to give us a call at 330-994-1349 or contact us online to schedule a consultation.