Convert B2B Leads to Long-Term Customers

Categories Sales, Sales Analytics
Convert B2B Leads

The business-to-business industry may very well face one of the most difficult challenges in regards to generating leads. While some efforts may have no success or gradually fall short, these results-oriented tactics will help a B2B lead generation strategy continually see positive results.

Test Prior to Purchase
There are several B2B lead generation tactics that have been introduced within the past few years, all of which can assist with the dissemination of executive-level information. Despite the supposed success rates of these new measures, it is essential to test out every unique tool prior to incorporating it into a company’s lead generation strategy. While some options may be able to provide a much-needed boost in sales, others may not be able to achieve what they originally indicated. Instead of letting a lead generation strategy suffer due to the inclusion of weak measures, ensure that every option is thoroughly tested prior to making a commitment.

Emphasize Lead Nurturing
Lead nurturing is the key to converting profitable leads to customers. It’s an integral part of a successful marketing plan as building relationships with potential buyers is the preparatory work needed to convert them to buyers. While it may be frustrating to continually conduct outreach on leads who have not yet made a purchase, B2B relationships feature a longer chain of command that may require multiple points of contact. First, develop a detailed outreach strategy that will make contact with each lead via the platform in which they are most active. Lead nurturing efforts can then be taken a step further by determining the lead’s current and future needs. Anticipating their journey towards a sale can ensure that their desires are effectively addressed. Creating additional calls to action and engaging with customers across social media platforms can also prove a business’ value and encourage leads to make a purchase.

Incorporate Proven Methods
Even though cold calling has been around for decades, the most recent outreach trend is known as a warm calling. Warm calling has proven its worth through boosted sales and reduced efforts. Relationship building through warm calling can be an effective way to offer prospects a personalized experience which they expect across multiple channels. Incorporating proven methods such as warm calling can help B2B businesses effectively share their large databases of content across multiple platforms. Companies can further optimize their lead generation strategies by putting additional work into their website, blog, and social media platforms. By first completing efforts that qualify leads then progressing by enhancing current efforts, businesses can ensure that conversations will be more meaningful and will, therefore, realize an increased potential of turning leads into profitable customer sales.

Frequently Analyze ROI
ROI is a key measure for every business, so why not incorporate the calculation into realizing the effectiveness of lead generation efforts? An impactful and strategic lead generating and nurturing program should be measurable so that the ROI of your marketing techniques can be calculated. Taking a look at the efficiency of a business’ people, tactics and overall strategy can highlight weaknesses and strengths that will help the company continue to improve the quality, informativeness, and understandability of their content over time. Utilizing the ROI measure on a more frequent basis can also help businesses identify major and minor issues prior to the detriment they may cause to lead generation strategies. Companies can continually realize positive sales by staying on top of the game via regularly-scheduled analysis.

While the business-to-business field may not seem like the most profitable lead generation outlet, incorporating results-oriented measures such as these will allow companies to make the most of their efforts. Putting in time to conduct thorough research and incorporate strategic follow-up tactics is what will encourage B2B leads to convert to customers.

Jason is responsible for Intelliverse's development and sales efforts to better connect businesses with their customers. Jason comes to Intelliverse with 20+ years of sales and management experience, with the past 15+ in cloud solutions.