What are businesses doing for lead generation

[Gary Twigger]

Hi All

I am looking for some advice

I manage an IT support company and traditionally we have been outsourcing lead generation/cold calling and sending out mailshots to obtain new leads.

However our return investment using these approaches have been getting worse and worse over the past few years, with leads being much harder to come by than previously.

What other marketing activities are people doing now to obtain leads (B2B).

Thanks for any help in advance

Gary

 

[Calvin Crane]

I would look at linkedin advertising for b2b targeting specifically tightly and controlling budget as their click costs are high.
Otherwise google advertising and seo tend to be a good method though you will find competition in your sector. Maybe bring the telemarketing in house for a trial.

 

[Ginger Egg]

Have a look in to inbound marketing

Content Marketing
SEO

I can't post links but check out hubspot.

They also do a really good course on inbound too.

Danny

 

[WebshopMechanic]

Hi Gary,

Quality is far better than quantity. Mailshots are generally a waste of time because it's spray and pray

My advice is this:

1. Define your area of expertise (IT support is not enough). Where are you most skilled?
2. Identify the type of business you want to go after (size, sector, location). Go niche!
3. Identify their pain - What is their biggest challenge? What hurts them? (Do some research) does this match your strength?
4. Create a small event around that pain. Find some expert speakers around the topic and then invite the target companies.

When you get in front of people it is much easier to sell BUT first, you need to identify the right audience and add value. You need to give them a reason to do business with you. You need to get on their radar.

This isn't a 5 minute fix but you will see who the serious prospects are. If they come to your event then the issue you identified is an issue. This will enable you to build longer term relationships. They may be in a contract with another provider but at least you are in the frame.

Also, you can share the cost with your speakers or work with complimentary partners. I know people who do this, generate a shed load of leads and it never costs them anything because their partners foot the bill.

I hope that helps.

 

[Phil Richardson]

We work with a number of IT support companies on their lead generation and telemarketing. And you are right cold calling is getting harder to justify because of the lower returns.

The biggest issue that we have come up with is when we ask support companies who their target market is they say anybody with 5 + pc's within a 30 mile radius.

That's great but it doesn't give any of your prospects a reason to buy from you instead of the large amounts of competitors who are saying exactly the same thing.

Who is your ideal customer, who have you currently got as a customer that you want more like that, why. What have you done for those specific customers. How did they find you, why did they buy from you, how did they choose you etc. etc. Once you understand more about your ideal customer and target market it is easier to go after them.

If for example you have worked with a firm of solicitors to make document storage more secure, improved up-time, streamlined document management with cloud storage or implemented Office 365 then the chances are other solicitors may want to do the same for similar benefits. You've then got a lead generation campaign, create and publish videos, blogs, adverts, downloadable content, emails, networking, events, educational webinars etc. aimed at other solicitors.

This is then where the power of the telephone comes in.

Speak to anybody that has engaged with your digital campaign or networking but hasn't bought This isn't a call just to sell to them but to understand their issues and whether you might be able to help them in the future.

You will gain great insights into your target market, identify any immediate sales opportunities and crucially be building relationships with any people who you can add to your pipeline.

We also find you can cut your telemarketing by 50%+ and get much better results.

Keep all prospects warm and informed with relevant information that is aimed at them not just generic. As an example set up online IT Q&A sessions for solicitors that keep you in your prospects minds.

This is very simplistic but hopefully you get the point.

 

[Marry7985]

Hey there,

I would love to share what I doing right now to generate lead for my business.
As you know Christmas is almost here. So I planned to utilize that for lead generation.
I am running an Advent Calendar for Facebook and Website. I am getting well response from people who are visiting my site. Its working like an lead magnet. You can try this for sure.

Rather than this I am using one to one email marketing and Facebook advertisement.

 

[Andy Harris]

Hello Gary,

IT support businesses are one of the most common that we have sign up for trials of our system.

The thinking of those businesses is initially: we want to see companies that visited our website.

The reality is as follows:

1. Most of them have weak levels of website visitors …
2. … and only a relatively small percentage of them are identifiable as companies.

We’ve seen IT support firms throw too much money at Adwords and other marketing, driving traffic to websites that aren’t strong enough to convert.

We’ve had detailed conversations with roughly 60 IT support businesses who took trials of our system and what’s come out of that are some very common challenges and two key points:

1. Websites need to be vastly stronger than they currently are.
2. IT support is a trust business and trust has to be earnt – drip fed over a period of time.

Taking the first point, this works well, and dovetails into some of the advice posted by Phil Richardson here …

1. List all the distinct services offered (within IT support).
   
   
2. Alongside each service, list all of the clients who have benefited from each service.
   
   
3. Alongside each client, enter their business sector (broad will do – such as ‘Professional Services’ if there aren’t enough to sub-divide into legal, accountancy etc.).
   
   
4. Look at the accumulated data and consider whether you’ve got potential to build up lots of case studies, testimonials etc.
   
   
5. Then go build it into your website so that anyone who visits will be able to experience what you offer.

This is an unrelated (to IT support) site but take a look at https://www.elementarydigital.co.uk/our-work/ and how (top right) people can sort the portfolio of clients by service type. Then apply that to your own services. Ideally, let people select by sector as well.

Taking the second point, IT support businesses need to be in the right place at the right time so that when the potential client is feeling enough pain (well into the future), they will consider those who have built up some credibility. A simple example of this is:

1. Target businesses by sector/geography (e.g. via LinkedIn advertising) with advertising that’s not saying “buy our IT support’ but is something more enticing that will gain the click.
   
   
2. Expect few of those visitors to make contact. They just wanted to see what you put in front of their nose.
   
   
3. Ensure you are following those visitors with remarketing (e.g. Google remarketing, Facebook tracking) that keeps your brand in front of them ongoing.
   
   
4. Keep refreshing your remarketing creative (fresh adverts but still with your business brand).

All of the above is of course just an online focus. Usual rules apply – a good mix of marketing activity, all of it measured to determine what was gained out of it.

Hope that helps a bit.

Andy

 

[bmt Promotions]

Quality is far better than quantity. Mailshots are generally a waste of time because it's spray and pray.

 

[Martins-Adwords-Solutions]

The best and most effective way in digital marketing is a combination of Google Ads (strictly search) with Facebook Lead ads that target strictly remarketing. Lead ads should offer autoresponder (10 - day free email guide that 'll help you do or find something) as a click bait.
If autoresponder is written good, then it should convert your visitors to customers.

 

[antropy]

You are right cold calling is very much a numbers game but if done properly then it can still be a very effective tool. As highlighted above all you have to do is catch someone at the right place, right time and you could have a client for life. For me an email is a lot easier to disregard than a phone call. Alex

 

[Ginger Egg]

Did you have a look at inbound?

 

[Mariana_AttentiveUs]

I would say to turn to inbound marketing (SEO especially and maybe have a try with content marketing) and paid ads (Google Ads, Facebook Ads and LinkedIn).

Cheers!

 

[Wood Flooring Guy]

just posted similar comment in other thread...

Facebook might not be a bad place to try, you can target specific backgrounds and jobs titles etc…

We do it for our wood flooring business and we can set radius for locals…..quiet good, as it really does generate more enquiries for us.

regards
dave

 

[Paul FilmMaker]

I've been working with a couple of MSPs and the following worked with different degree of success:

1. Targeted mailshot campaigns which were defined as follows:
- Short term needs: E.g. 2008 Windows server redundancy because lots of businesses don't know they'll have a big security hole and need to do something about it.
- High value-added solutions in areas where lots of buying is taking place (e.g. VOIP)
- Careful product and demographic definition supported by carefully targeted collateral (videos, white papers etc...)
- Existing customers: Upsell / cross sell.
- Networking meetings ideally linked up with
2. Telephone-based bus dev following up on campaigns which only works if you have software to see who's read the content.
3. Software that allows you to see who's opened, clicked through etc... We had one prospect who clicked on the video 15 times! The sales guy practically bit my arm off to get to speak to them!
4. Website rejigging. If conversion rates are low, you have a problem. (Mine is also terrible at the moment and I need to sort it out when I have time!)
5. Field: Need speaking events and occasional networking events. Speaking around subjects unrelated to your field is also better so you don't look like you're selling.

Messaging has to be spot on.

The medium related to the product is also important. For example, small targeted campaigns on Linkedin for lease lines with strong video content work really well because you can hit exactly who you need, target with specific messages and video works really well. VOIP, on the other hand is rubbish on Linkedin.

I've only been responsible for the video bit but been heavily involved because they run their campaigns entirely based on content derived from the videos I shoot. It's the quickest, easiest way to run it all, builds trust quickly etc... but it only works if there's a plan and system in place.

Without a plan / system, good website etc..., you'd just be pissing money up the wall when it comes to marketing, video. However, if you have an opportunity to find someone who can talk you through it and you can put the right structure in place, you can do well.

 

[xoxoseo]

Test dif channels such as SEO particularly combined with content marketing, CPAs, Linkendin promo, co partnered projects or webinars, sponsored publications in branch portals and see what channels generate you the most qualified leads. Think creatively and find channels that might be used by your potential clients. And adjust your sale funnel properly.

 

[Matt Fenn]

Hi Gary,

A few people in this thread have mentioned inbound marketing, which given the results and ROI issues you are having would be a good way to go.

Also, given that you are B2B there are other options via LinkedIn (Sales Navigator / targeted ads), and visitor identification based upon IP address.

If you look into inbound marketing you'll find lots of great content by HubSpot, but bear in mind you don't need to use their software to do inbound.

Here is a TLDR:

If you haven't got one, start a blog. Post regularly about the issues that your customers have and demonstrate expertise. Add a 'Lead Magnet' offer that has high perceived value for your potential customers, exchanging it for their details on a conversion form, landing page or exit intent popup.

By all means use Adwords, Facebook and LinkedIn ads promoting your lead magnets / content.

When leads convert trigger follow up email nurture campaigns with the goal of 'warming up' your leads over time.

With a few lead magnet offers running you can learn more about the specific needs of each lead based upon the particular lead magnet they converted on.

Also, think about what leads might want at different stages of their buying journey, from general information to more specific documents and pricing. This should help you with your nurture campaigns.

Set up alerts on key pages on your website to trigger notifications for sales, so they can identify currently active leads.

Use lead scoring to 'bubble up' the most active leads and give sales a heads up.

If you have different types of customers, use automation to add tags to them which will allow you to segment them based upon their interests when emailing your database.

Inbound / marketing automation / lead generation is a big old area, those are my favourite take aways..

Coincidentally I recently put together a big fat 'Definitive' lead generation guide which has more ideas and examples. PM me if you'd like the URL.

Hope this helps!

Matt

 

[JimW]

Multi channel approach:

1. Telesales
2. Digital marketing (seo, social, adwords etc)
3. Stimulative - Flyers / online banner adverts

 

[MEAVO]

Creating content is a good approach. Then spread / share this content (e.g. blog posts) wherever your target audience is (e.g. LinkedIn). Of course have links in there to your website or somehow mention your company. How do you create interesting content?

1) Do you sit on any interesting internal data which can be shared showing trends, issues, opportunities? Become a thought leader.
2) If you don't have any internal data you could also run surveys (e.g. Google Survey - very convenient and cost effective!)

 

[andygambles]

Get out of the office and go every network event you can find. People buy from people. Any speaking slots available take them. Become known by everyone in the group as the person always willing to help out. Show interest in everyones business and where possible refer people to them. Make sure you have 1-2-1 meetings with people in the group to help them understand what your business does and who your target customers are. Listen to them as well so you understand what they do and who they want to work with.

It can take 1-2 years but once you have become embedded as a trusted person within the group the leads will just start to come in via referrals.

 

[ViktorijaS]

If you have a company website, I would recommend to use a B2B lead generation tool to find out what companies visit your website. It usually comes as a website plug in or an API.
Some companies provide a number of free leads per month which is extremely helpful if you own a small business.