Lead Nurturing And Management Is The Key To Successful B2B Lead Generation

Although it may seem that the best way to get good customers is to generate qualified leads, they can be very worthless if there is no proper lead nurturing and management. 

These are the keys to success for lead generation campaigns for companies especially those that are dealing in b2b or business to business transactions. They know that if they are dealing with other companies and they are trying to promote products and/or services to those big-time firms, the changes in the buying preferences according to their buying habits or the present real-time economic situation can change their decision.

Through generating qualified leads, a selling company can learn more about the needs of their potential clients.

But, if there is no nurturing of qualified leads, they might not be aware that the potential customer still has some apprehension in investing to whatever is being offered to them.

Maybe, other needs have cropped up or they thought that what they are about to invest is an overkill on their part. By lead nurturing, they can follow up the prospects through telemarketing services assigning their professional appointment setters not just to arrange face-to-face appointments but also to follow up the needs of their customers in order to be aware of any changes in their decision to buy.

Careful lead nurturing and management take b2b lead generation to a whole new level if they are done through telemarketing. 

However, successful lead generation marketing services should not be limited only to outbound telemarketing.

The internet is one place where everything can be done in a flash in a very easy and most convenient way possible. That’s why, aside from telemarketing, a company trying to make a deal with other companies should also concentrate on other effective marketing methods aside from the usual or traditional ways to promote product awareness like placing ads on TV, radio and newspapers or magazines and even distributing flyers and putting up billboards for the whole world to see.

With online marketing methods such as email marketing, social media marketing and SEO or search engine optimization can help companies learn more about their qualified leads and prevent them from being put aside by their sales agents.

These sales persons will not be very happy to work with these qualified leads if they are not nurtured since they might not have sufficient information about their potential clients.

However, the nurturing of leads and for good lead management should not only be limited to hiring telemarketers or professional appointment setters.

Since the internet is always available anytime, companies that really want to get the most out of their lead generation campaigns should also include other marketing methods that are just as effective as telemarketing alone.

If they are combined with outbound telemarketing, generating qualified marketing leads or sales leads can be easier, more convenient and can help save time, money and effort.  Moreover, lead nurturing can prevent companies losing potential clients even before the first meeting can take place.

Run Your Online Business Like Australian Momprenuer

Australian mompreneur Lizzie Randerson, owner of Facebook craft store “Craft makes Me Happy”, was recently interviewed by herBusiness. Her story is a great model for other would-be small mompreneurs in Australia.

A graphic designer by profession, Lizzie always enjoyed creating crafts. Because her business began from something that she personally enjoys doing (it’s called “craft makes me happy” for a reason), she didn’t have any lead generation strategy to begin with. Because she also didn’t have any substantial background in marketing, Lizzie started going around sewing and craft groups online to get an idea of what her target market bought and how to sell her products. Before actually opening her Facebook store, Lizzie took the time to network with online entrepreneurs who are in similar industries. This online network helped with her initial marketing by posting shout-outs about her new store. The sales leads didn’t come rushing in, of course, but with her perseverance and determination, Lizzie was able to convert her Facebook fans into sales.

She initially sold her crafts at an Australian craft supplier hosting website, but she discovered that nearly all her sales leads there were also her Facebook fans, so maintaining the high cost of that website seemed largely irrelevant. Since moving her online store to Facebook, Lizzie has been able to generate sales leads largely from the numerous positive comments and feedback that her fanbase posts on her wall.

Whether they convert to sales or become good friends, her success in engaging her fans can almost consider Lizzie an expert on lead nurturing. She has frequent conversations with her fans, often about personal topics that build a relationship of trust. This, in addition to consistently good prices, good service and good products have turned her passion into a successful money-making business.

Australian B2b Marketing Outlook

3 years ago, b2b marketing was still relatively unknown in Australia. It was hypothesized by Kimon Lycos (of mihellandlycos.com) that this was due to the significant percentages earned by b2c marketers for each advertisement and the difficulties faced in b2b marketing. Marketing for b2b companies can’t be influenced by catchy jingles, colorful TV advertisements or promoted by famous celebrities, an advantage enjoyed by b2c marketers. B2b marketing relies on the marketer’s own people skills, product knowledge and properly done company research. But b2c marketers should learn from b2b marketers. B2b marketing is generally more targeted compared to b2c. A strategy which is laudable especially when compared to b2c's irritatingly bullish marketing strategies.

Green Hat has conducted a research report that explores b2b marketing in Australia and confirmed suspicions such as more businesses leaning more towards digital marketing and the planned increase in marketing budget for b2b sales leads generation. The B2B Marketing Outlook Australia 2012 research report also points out significant trends in Australian b2b marketing:

1. Significant increase in upsell and cross-sell activities of b2b marketers highlighting emphasis on lead nurturing and lead management programs; 
2.  The need to focus on sales and marketing integration to ensure that sales teams religiously follow up on all sales leads delivered by the marketing teams; 
3.  Further development of social media marketing plans; 
4.  Increase in the significance of measuring marketing ROI to support the need for sales and marketing integration.

The research presents a positive outlook for the future of b2b marketing in Australia. "The good news is that the vast majority of Australian B2B businesses are increasing – or at least maintaining – their level of investment in marketing." - Green Hat