B2B lead generation

Lead generation, the b2b way!

Business to business (b2b) lead generation can be one of the most challenging yet the most rewarding sides of sales and marketing. Generating b2b leads is tough and requires careful strategy and an understanding of the different types of decision makers that are out there; otherwise you can end up completely burning the bridges between you and a huge contract. B2B leads can also be some of the most rewarding; there are some huge contracts out there that can completely change the fortunes of your company if they are approached in the right way.

One of the main difficulties that people have during b2b lead generation is getting through the 'gatekeeper'. The gatekeeper is the person who first answers the phone (often a secretary or administrator) and they are trained to filter out calls from sales people who will clog up the decision maker's time. This is one of the points where many people also waste their time by not asking qualifying questions such as 'are you the person that makes decisions regarding…' and this can be hugely frustrating over the course of a day.

Learning to get through the gatekeeper and get a decision maker on the phone is something that comes with experience and also requires a solid strategy and this is something that Revoco excel at. As soon as you get through the gatekeepers, you realise that the decision makers are generally receptive to a few key benefits that you can provide:

• Saving their business money
• Getting more sales from their business
• Looking after their customers to ensure repeat business and recommendations

When you are generating leads in a b2b context, you should always be considering what the benefit to your customer is. Too many sales people waste time bragging about their company and the people it has worked with when they could be utilising their time more effectively and telling the customer exactly how they will help to improve their business.

So how do Revoco carry out b2b lead generation? Well, firstly we navigate our way through the gatekeepers of businesses by being polite and friendly and building a relationship with them. How many people actually stop to ask a receptionist their name? Not many; and this means that when you are the person to ask them, they are more receptive to you in the future and you will be put straight through to the decision makers every time you call.

Secondly, we talk to the decision makers in their language and tell them how your business will help them without waffling on and losing their concentration. This serves to generate an element of intrigue around your business and builds their desire to work with your company.

Finally, we close the decision maker and ask them to take the next step in the process. This could be to set up an appointment or even close the sale. Usually b2b lead generation companies fall at this hurdle, their staff are afraid to ask for something. We take a different attitude, we have invested our time in talking to the decision maker and your business can genuinely help them, so why wouldn't we want to take that to the next stage? We then pass the lead or sale back to you and you can further the process, as easy as that!

All in all, b2b lead generation is a part of sales and marketing that many dread. At Revoco, however, we absolutely love it! When generating leads that can go on to create strong business relationships, there is a huge level of satisfaction when we receive testimonials that tell us about the success stories of working with us.

As we have discussed, outsourcing your sales and marketing is a monumental decision in the lifetime of your business and one that can deliver great results to you and allow you to focus on your growth strategy. Outsourced sales and marketing can take the pressure off you to sell and allow an expert to provide the service that they're best at, marketing and selling your products.