Thursday, October 11, 2012

There Is Something Important Than Hot B2B Leads

Are your b2b lead generation strategies too focused on the business leads that are ready to purchase? These end-stage leads may be the dream of every sales and marketing team, but when your lead generation strategies are all concentrated on these types of leads, the others in your sales funnel may get left out and ignored. A good b2b lead generation company knows the value of each and every qualified lead that enters the sales funnel. And, more often than not, it is the leads which are not yet purchase ready that lead to bigger conversions.

Here are 4 reasons why targeting for warm b2b sales leads are way better compared to hot b2b leads.

1. Sheer numbers. Let's face it, no matter how effective your b2b lead generation targeting is, you won't be able to attract only the hot leads. A good lead generation campaign would always generate more warm b2b sales leads than hot, and if you choose to ignore these leads, then you are seriously depriving your business of potential profits.

2. More suggestible. Hot business to business sales leads are wholly understood to already be midway through the sales approach. This means that your sales representatives would have a little influence in the decision-making of these leads. This could mean that up selling choices are instantly rejected, and you could have difficulty suggesting your product when they already have another one in mind. Qualified warm leads, on the other hand, are more open to suggestions, especially if your sales and marketing representatives have been present right at the beginning when the problem was being identified. Qualifying warm leads often take more time, but this allows you to get to know the leads better. When you are able to ask the right questions, you get the right answers which allows you to properly identify the problem and give the correct solutions (or offer the right product from your arsenal of products).

3. Readily available. There are certain industries where generating hot b2b leads are practically impossible. Let's take those in the IT business in general. Getting hot Information Technology leads that are purchase ready is difficult since decisions toward such purchases are commonly long and enterprise-wide, as a result, a lot of top executives have to deliberate the pros and cons of the solution you provide before they come to a final decision. That is, if they conform that there really is a problem. It may take time than usual to become qualified, but focusing on leads that are just warm is a better strategy for acquiring a good business to business leads in the IT industry.

4. More realistic. Target could be on some demographics such as: annual income, age, company size, job titles, industry, location etc.. It is impossible, in any case, to send your marketing information strait to hot b2b leads in the "has-budget-to -specifically-purchase-your-product" population. In addition, as marketing approaches become unrealistically more targeted, the value of implementation also rises but affirmative results may fall in proportion. Meanwhile, targeting warm business leads that you will qualify yourself will always be present in lead generation campaigns, so aiming for these leads will not only be more realistic, but also cheaper.

Belinda Summers is a professional Lead Generation Consultant helping corporate organizations increase their revenue through telemarketing, lead generation and appointment setting strategies. To know more about lead generation and appointment setting, visit:

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