by: Jan Loyola
As discussed in the previous post, the decision to prioritize sales lead quality or quantity is dependent on the nature of your business. As a business to business company, your b2b lead generation campaigns should concentrate on finding quality business sales leads so that no effort is wasted even if the conversion process takes a long time. However, just because b2b companies have to focus more on the quality of business leads during lead generation, it doesn?t mean that you have to forget about the quantity of b2b leads being generated. In fact, it is possible to find quality b2b leads in quantity. Doing so is not that simple and will require considerable effort on your part, but the rewards will certainly be well worth it.
Here are the important factors required to find quality business sales leads in quantity:
Market research.
To increase the quantity of your lead generation campaign results, you have to be able to reach as much qualified prospects as possible. To do so, you need to perform thorough market research on your target market. It may take some time before you collect the necessary information that would allow you to efficiently identify qualified business prospects, but it will all be worth the effort. Hiring a telemarketing call center to perform data profiling services on your company?s behalf can be beneficial. Or you can also hire telemarketers to carry out telephone surveys to find out more about your target market.
A/B testing.
No matter what marketing strategy your company uses, it is important that it undergoes a testing phase before being formally implemented as a part of your b2b lead generation campaigns. Direct mail, newsletters, and email correspondences should be tested before sending to all prospects in your business list to make sure that there are no grammatical errors or wrong spelling in your content. Even the telemarketing scripts used for cold calling and appointment setting should be tested to make sure that there are no flaws or lacking information in the spiel. Listening to the telemarketing script first will also help you identify whether the choice of words are compelling enough to attract your business sales leads right away.
Preparation.
Before you launch a b2b lead generation campaign, your sales and marketing team should be well prepared to respond to each prospect inquiry. You must also have more than one appointment setter on duty to handle the meeting schedules. Ideally, it is best to generate only as much business leads as you can handle at a time, but keep the lead generation process ongoing so that you continually have business leads coming in. This way, your team will not be overwhelmed and can follow-up on all the leads without any lost opportunities.
Once you have found the criteria for identifying your target business leads, perfected your marketing script and prepared your team to cater to your business leads, you can launch a much larger scale b2b lead generation campaign to find more b2b leads without worrying about whether you are actually reaching the right sales leads for your business.
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