Adding the human touch back into B2B lead generation
I don’t know about you, but as a b-to-b marketer who focuses on telesprospecting and lead nurturing, even I’m a bit overwhelmed by the fervor around social media marketing.
Don’t get me wrong. I’ve blogged for five years, and I’ve been Twittered, LinkedIn, Facebooked—and I’m waiting to be Pownced.
But I think all these activities specifically in terms of lead generation can be “mis-leading” us to think that the amount of time we spend connecting virtually translates into successful lead nurturing and boosted sales.
In terms of virtual lead generation activities, we all need to collectively understand both offline and online that the real key lies in actively creating nurturing, trustworthy and “edu-focused” communication with potential customers or partners. B2B marketing in particular is, at its basest definition, really about how to collectively service our clients so they can excel in their own businesses.
I challenge you to ask, in these days of social media marketing and emoticons in e-mails, if b-to-b marketers are still spending enough time adding the human touch.
Adding the human touch in lead-generation and lead nurturing programs is still one of the most vital ways to truly connect on a deeper level with your potential customers.
And the challenge for all of us—no matter what the advancements, what the decade and what the latest tools are—still comes down to creating a customer. Lead nurturing is about building trusted relationships with the right people. It is helping them understand that you understand their journey and decision-making process.
I believe the phone is still the single best way to reach decision-makers and to begin a dialog when you have a complex sale. Just as a real cup of coffee makes one linger and listen far longer than a virtual one.
However, the rules of calling have changed in recent years and what has worked in the past may no longer apply. Today's busy executives have less time and more to do, making them highly selective when deciding with whom to speak.
The following links provide tips on using the phone in your lead generation strategy and explains just how valuable the phone really is. Think of consistent and meaningful conversations with viable prospects, regardless of their timing to buy, is the way to build long, meaningful and trust-filled relationships.
Read How to Make Cold Calls (that start a dialog)
McGraw-Hill, my book publisher, made it possible for me to provide a complementary chapter from my book
Lead Generation for the Complex Sale: Chapter 8 - The Phone