Diversifying Your B2B Lead Inflows
B2B Lead Inflows
Don't put all your eggs in one basket when it comes to lead generation. Diversify your sources to build a robust pipeline. It's recommended that you act like a scientist, building on what's proven to work for you. Have a certain level of your budget allocated to exploring a range of options, including:
Digital Marketing: SEO, Content Marketing, Social Media, Paid Advertising, Email Marketing, Webinars
Outbound: Cold Calling, Cold Emailing, Direct Mail
Events: Trade Shows, Conferences, Webinars, Networking Events
Partnerships: Affiliate Programs, Joint Ventures, Referral Programs
Inbound: Website Forms, Contact Us Page, Online Chat
Building On What's Worked Before
Start with what's worked before. Then be scientific about testing and adding new B2B Lead sources. Work with your team to hypothesise new sources, give a limited test budget and give it a good go. When you have completed the test budget, stop and compare to your other sources.
Analyse the performance of each source, considering both the quantity and quality of leads generated. Some sources, like trade shows, might be seasonal, while others, like SEO, provide a more consistent flow. Identify your top performers in terms of conversion rates and value of sale. Optimize the handover process to your sales team. For instance, if your sales reps are constantly in meetings, prioritize lead sources that don't require immediate follow-up calls. Be rigorous in your follow-up. Aim to contact leads the same day or next business day, and persist with 5 attempts across various channels (phone, email, LinkedIn, text). Track how many leads you never actually connect with and identify the biggest reasons for losing sales.
Your Next Step
Actionable step: Start tracking the value of each of your leads meticulously. Make an action to set up recording of:
Lead Sources
Handover point
Lead owner (Salesperson)
Value of sale
Time to close
Reasons for winning and losing.
Over time, this data will tell you so much. This will tell you the best salespeople, best value leads and which scenarios that you lose out to your competition and which scenarios that you beat them.
Set up something today to provide invaluable insights into your sales process, allowing you to refine your strategies and maximize your results. Top Tip: If you have a CRM system like HubSpot or Zoho, this is often recorded automatically.
Do you need more help? If you download our PDF guide on "How to Guarantee Your Sales Team Will Hit Target", we go through the different ways that you can use lead sources to your advantage. Download here!
https://parkrow.marketing/how-to-guarantee-your-b2b-sales-team-hit-target
