Nearly every marketing faces this problem.
You put in the effort and reach out to numerous leads, but you aren’t getting the results you were looking forward to. Without results, quotas aren’t met and neither are sales targets.
It’s not a good place for the team, the boss, or your bottom line. How do you fix this problem?
You can use one of two solutions—enlist the help of a lead generation agency or employ lead gen tactics that have been proven to work. For this article, we’ll deal with the latter and number 1 just might surprise you.
Dropping leads is counterintuitive, not to mention blasphemous in the sales and marketing industry.
But then, cold leads are actually worse than having no leads at all.
Alright, but they entered our pipeline for a reason. They were interested in our solutions at some point. Perhaps if we keep nurturing them, they will convert.
We’re not saying, “Dump your entire list.” We’re saying that there are leads that won’t convert no matter what you try.
All they do is bloat your pipeline and keep your team “busy” when they could pursue better leads. Even your team dreads contacting them because it won’t amount to anything.
Characteristics of the leads you may need to drop include.
It’s easy to focus all your marketing efforts on boosting sales that you forget about building brand trust.
The sales we see are by-products of the trust customers place in our business. This means the more trusting prospective customers find us, the more likely they will buy from you.
A solid way to build trusting relationships with potential customers is through content marketing.
Here are some content marketing ideas that may help reinforce trust
Many salespeople know what it’s like to get a list of leads, a detailed script, and the instruction “Make the calls.”
We would rather do anything else but call. Yet cold calling is still here, still a preferred communication channel by senior executives, and brands use the strategy to connect with new customers.
Succeeding in cold calling takes more than an elaborate script and the ability to target the right people. The team making these calls needs to be empowered with soft skills that will help them connect with and build rapport with prospective customers.
These skills include
Now, unique value propositions are just that—they are the special factors that differentiate your organization from the competition.
They are the special factors that have past and current customers say, “Hey, we choose your brand because of ….”
The proposition must be relevant (detail your ability to improve situations) and provide quantified value.
When creating a robust value proposition consider
With brands testing all kinds of digital marketing tactics, adding direct mail to your strategy brings added advantage.
A study showed that consumers preferred direct mail over digital ads because they are a more tangible form of communication.
We’re putting out so many electronic messages that people automatically ignore them. The same study says that direct mail enjoys up to 42.2 percent open rate.
So, “Why aren’t you using direct mail?”
Perhaps you believe you should only use it once you have made meaningful contact with your leads, aka, they have expressed the desire to buy. It will maximize ROI, right?
Think about this… what’s the one thing B2B marketers compete for? An audience’s attention. Without your audience’s attention, any lead-generation tactic you employ will fall on deaf ears.
Direct mail cuts through the noise, reaches your audience and holds their attention. With their attention on you, other tactics may now work. As you see, this shouldn’t be a follow-up tactic, but rather one that sets the pace for all others.
Done right direct mail may help buyers to recognize your brand, build better reputations, and direct the recipients to your online resources for further engagement.