It’s only natural for marketers involved in business-to-business lead generation to be attracted to the lure of marketing automation. It’s easy to be mesmerized by software, such as Act-On, HubSpot, Marketo and Eloqua, that tracks how Web visitors find your website, the pages they look at, the path they take from one page to the next, where they spend the most time, and what content they download. All of this creates a myriad of data points that marketing can use to optimize the website, attract more traffic, and provide more of the content that Web visitors love.
It doesn’t stop there. The software captures leads and sends emails to Web visitors based on the content they download. And it collects all the juicy tidbits marketers love to know about the leads and clients in a database.
The primary aim of business-to-business lead generation is to form relationships with prospects and nurture them until they turn into business. But even the best script in the world cannot help telesales agents forge relationships.
Have you ever picked up the phone during election season and heard a robotic voice reading a recorded message in support of a particular candidate? If you’re like most people, as soon as you realize that you’re not speaking with a person, you hang up the phone.
But sometimes live human beings can have the same impersonal affect as a prerecorded message. That’s because they’re reading from a script, and, well, it sounds like they’re reading from a script. In business-to-business telemarketing, scripts have the devastating effect of turning off potential clients because your goal is to have a true peer-to-peer discussion.
The challenge of business-to-business lead generation and nurturing is often made worse by self-inflicted handicaps. One such handicap is a marketing database jam packed with incorrect, redundant, or outdated contact and company information. It wreaks havoc on sales and marketing campaigns anddooms sales representatives to poor results.
Customer contact information tends to age quickly. And in the last few years, the data-aging process has accelerated. Causes for inaccurate data include:
Whatever the cause, bad data eats up time and money.
In my last blog post, I discussed how to get past the gatekeeper. Let’s assume that you’ve broken through the gate and now you’re faced with new challenges in your quest for business-to-business lead generation. You either reach voicemail, or are put through to the decision maker and need to engage them in conversation.
More often than not, you end up battling with voicemail. What does it take to break through?