Lead Nurturing in B2B

Lead nurturing in B2B marketing‚ is important.

It’s always great to get a referral, phone call or email with an inquiry from a qualified prospect, and a few days/weeks/months later have a signed agreement¢â‚¬” but it doesn’t always happen that way.

In many instances, a lead isn’t converted into a client or customer shortly after first contact due to deal flow (time to close).‚  It is imperative for good marketers to focus on three areas: capturing the lead information, creating a lead pipeline, and nurturing the lead through our (closing) process.‚  We, as marketers, need to focus on each of these areas, and as a result, we can transform a nurtured lead into a client.

The key is for the marketer to remain on the lead’s radar and follow up with the lead as agreed.‚  First, capture the leads contact information in your CRM.‚  Put in good notes about your conversation and what next steps are.

Second, do what you said you would do!‚  If you promised a whitepaper or case study, send away.‚  If you said you would call back in six weeks, make the call.‚  Drip campaigns are useful to building solid nurturing pipelines.

A solid sales pipeline requires a powerful nurturing for a lead pipeline.‚  Happy hunting, and happy nurturing!

-Ed

Ed Trachier can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.

The Importance of Mapping Accounts in B2B

Ed Trachier Founder and CEO OnTarget Partners

Ed Trachier
Founder and CEO
OnTarget Partners

Every B2B‚ marketer and salesperson has the requirement of mapping their accounts.‚  By mapping accounts, we understand the decision makers, champions, and influencers that can motivate and purchase from us.

Account mapping allows the clear delineation of the “who” in the purchasing decision:‚  “Who is involved in making things happen with regard to the solution I am marketing and /or selling?”

Most effective marketers realize that account mapping is the crucial first step of the proactive marketing process.‚  By understanding the who in the equation, one can target the right contact with the right market message.

Salespeople generally rely on marketing to map accounts, but in cases where this support is not available, good sales people map the accounts themselves.

The terminology of account mapping may be different from company to company.‚  Some organizations call it contact research, prospect research, contact discovery or target research.‚  Regardless of what it is called, it is a critical step used to maximize success of B2B sales and marketing programs.

As Phil Knight says, “Just do it!”

-Ed Trachier

Ed can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.

Quality Sales Leads versus Appointment Setting

Ed Trachier Founder and CEO OnTarget Partners

Ed Trachier
Founder and CEO
OnTarget Partners

Sales and marketing teams tend to struggle with the common problem of quality versus quantity.

In OnTarget’s realm, that usually‚ revolves around‚ what level of qualification is required before a prospect enters the sales funnel.

When asked my opinion, I will always take quality over quantity.‚  Always.

Executive sales people are highly paid and busy.‚  They don’t need to waste time on under-qualified suspects.

We term this, internally, quality sales leads versus appointment setting services.

We look for the need, find the decision-maker, influencers and champions.‚  We explore timeframe and budget.

When everything matches up, you have a quality sales lead.‚  That’s when we set the appointment.

Some of our competitors may be better at appointment setting.‚  I’ll challenge any of them on quality sales leads.

-Ed

 

Ed Trachier is Founder and CEO of OnTarget Partners.‚  He can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.

 

 

Focused Marketing

Ed Trachier

Ed Trachier, Founder and CEO
OnTarget Partners

I am frequently asked, when engaging with a new client, about my advice in running proactive marketing campaigns.‚  I have been in the marketing industry for going on 20 years now, and I have run thousands of marketing campaigns and projects with my clients.

I think the best advice I can give is this: Focus.

Compelling value propositions tend to be targeted value propositions.‚  Focused marketing works best.

Targeted marketing enables you to create much better and more persuasive messaging.‚  It makes your calls to action more powerful.‚  It connects you better with your prospects.

OnTarget Partners has built a stable and successful business with our targeted marketing efforts.‚  To learn more, please send me a note here.

Ed

Ed Trachier can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com

Demand Generation Services and Lead Generation Activities

Ed Trachier

Ed Trachier, Founder and CEO
OnTarget Partners

What do marketers need in these economic times?

How can OnTarget continue to perform well in a struggling environment?

The answer to these questions is the same, and the reason we are in business.

OnTarget, without the space, is all about putting you, the marketer, On Target.

Finding the right prospect, at the right company, in the right vertical or geographic marketplace, is tough.‚  Qualifying that prospect for need, budget and time-frame for buy is even more difficult.

OnTarget’s responsibility to our clients is to put them On Target.‚  We use demand generation services and lead generation activities to help your sales team qualify prospects better.‚  Our successes come when we put you on the right prospect at the right time and you CLOSE BUSINESS.

Find out more by requesting a free consultation here.

-Ed

Ed Trachier can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com

Clean Data

What is the best way to clean data, and move over into a new CRM? Yes, it is a question that marketing professionals have struggled with for decades. In examining your current sales data, it is critically important to take a holistic view of all of your data. What records are still valid? What is the current corporate structure? Have any mergers, acquisitions, or divestitures occurred? What about name changes? Are the target contacts still at the company and how has their role likely to have changed and to what? Data cleansing must precede your CRM implementation.

Unfortunately, there are no short-cuts to this process. What is needed is a systematic, repeatable, accurate, and verified process to assure the highest accuracy possible. With so many other responsibilities, and tasks, it is highly unlikely that a company should attempt, or will succeed, in handling this function without outside help. You need a company with experience to assist allowing your marketing team to think strategically, and freeing-up your sales teams to focus on filling their sales pipeline, and closing the deals “closest to the cash.”

-Ed

Ed Trachier can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com

Market Penetration and Research

Ed Trachier

Ed Trachier, Founder and CEO
OnTarget Partners

No doubt, establishing a good market penetration strategy is a complex task.‚  Whether you are entering a new vertical or a new geographic market, building a solid foundation in the form of a strategic plan is extremely important.

When I advise my clients regarding market penetration, I tell them three things: Research; research; research.

Start with market research and begin to understand where it is you will be going.‚  If secondary research information is available and adequate, use that.‚  If you have an internal market research department, get them involved early and often.‚  If you need outside help, talk to someone like OnTarget.

Next, you will need to understand your targets from both a company and contact perspective.‚  Who will be buying, and why?‚  What will motivate them?‚  Who has the budget?‚  Where is the pain?‚  Exploring all of these factors will take some serious time and energy, but will be worth it in the end.

Finally, as you begin to roll out your marketing program, be watchful and fluid.‚  If you see that something is working, do more of it.‚  If not, stop.

Research is the key when you are establishing a market penetration strategy.‚  As Dr. Carl Sagan is known to have said: “Somewhere, something incredible is waiting to be known”.

-Ed

Ed Trachier can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.

Lead Nurturing

Ed Trachier

Ed Trachier, Founder and CEO
OnTarget Partners

If your world is like mine, you sometimes get lost in the hustle and bustle of day to day business.‚  It is in these times that I have to remind myself of the power of pipeline lead nurturing.

Sometimes a lead isn’t converted into a client or customer shortly after first contact due to deal flow (time to close) or some other unique circumstances.‚  It is imperative for each of us to focus on three areas: capturing the lead information, creating a lead pipeline, and nurturing the lead through our (closing) process.‚  We as marketers need to focus on each of these areas, and, as a result, we can transform a nurtured lead into a client.

It’s always great to get a referral, phone call or email with an inquiry from a qualified prospect, and a few days later have a signed fee agreement¢â‚¬” but it usually doesn’t happen that way.

This doesn’t mean the lead should be dropped or discarded; rather, with the right care, feeding and patience, your lead has the potential to become a valuable future client.‚  The key is for the marketer to remain on the lead’s radar and follow up with the lead as agreed.

First, capture the leads contact information in your CRM.‚  Put in good notes about your conversation and what next steps are.

Second, do what you said you would do!‚  If you promised a whitepaper or case study, send away.‚  If you said you would call back in six weeks, make the call.‚  Drip campaigns are useful to building solid nurturing pipelines.

A solid sales pipeline requires a powerful nurturing for a lead pipeline.‚  If you don’t have a pipeline nurturing plan in place, OnTarget can help.‚  Visit http://www.ontargetpartners.com/freeconsultation.html.

-Ed

Ed Trachier can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.

 

Evolving Customer Acquisition for the Social Business – Brian Vellmure

From Brian Vellmure’s blog post: The Changing Face of Marketing

“As the social web evolves and we collectively turn off our ears to unidirectional ads and messaging, the face of marketing continues to evolve. Prospects continually seek to find and pull valuable information and content without wanting to give up much in exchange. How do marketer’s respond?

The new goal is to provide something of value…something so valuable that folks who have never even heard of you or your brand want to share it with their friends. The content that you provide might be a public webcast, podcast, video, white paper, etc. It might be funny, proprietary and valuable research, or something else that will resonate with your target demographic. The idea is to get something interesting and valuable in front of the eyes of some key buyers and influencers within your demographic.”  Read the full post…

Aligning Sales and Marketing in Four Easy Steps

Is sales and marketing alignment something you know when you see it, or is it objectively defined, specific and measurable?   We recommend the latter of course and have a suggested starting place for companies not yet getting what they want from these two highly interdependent functions.

Is B2B Lead Creation really that complicated?

Leads are the common intersection of marketing and sales.  Marketing creates them (and we believe qualifies them up to Sales Ready status) then Sales converts them into qualified pipeline opportunities and ultimately into closed new business.

How do you get there?

First Mutually define a Sales Ready lead
Second Decide how many Sales Ready leads must be created each month
Third Set a shared target % for how many Sales Ready leads convert to qualified pipeline opportunities
Fourth Agree on the target % for how many qualified opportunities close as new wins

Start measuring the effort and begin looking for opportunities to improve your results over time.   (How long your lead generation and sales cycles last will suggest how quickly you can begin evaluating results and making modifications.)

When Marketing and Sales share in defining leads and goals then both teams have skin in the game from above the funnel all the way through the sales pipeline.   Later, when you tie financial incentives to achieving the goals, everyone will feel mutually committed to the shared success.

Looking for help creating your Sales Ready definitions, target percentages or other aspects of your B2B demand generation program?   3forward has insight, templates and benchmarks we would be glad to share – contact us and we will help you along.