A Story from the Front Lines of B2B Lead Generation How We Transformed a B2B Appointment Setting IT Client Into a Complete B2B Lead Generation Partner
Generating quality leads for your business can take weeks or months of preparation and action. If you’re looking to grow your business and word of mouth is only getting you so far, it may be time to look into other B2B lead generation strategies.
For over a decade, Abstrakt Marketing Group has been helping companies in various industries optimize their business goals through B2B appointment setting and marketing services. Our exclusive partnerships have successfully generated income for businesses in each sector, including managed service providers.
COVID-19 has made managed IT services more crucial than ever before. IT companies from across the country have reached out to us to promote their business through appointment setting and marketing. In the case of one of our clients, we provided new business opportunities that kept their business booming in a time of uncertainty.
An IT Client’s First Appointment Set Results in Closed Business
In August 2020, an Indiana-based IT company reached out to us to help them generate more B2B leads in their target market. The managed service provider’s first appointment set by our sales team resulted in closed business for monthly recurring revenue.
Sept. 1, 2020: Client Went Live
In September, our client’s outbound services went live. Before making calls to prospective customers, we provided extensive research to ensure we only contact industries and key decision makers (KDMs) that they’d like to work with.
Identifying a target audience and market is essential for effective B2B sales prospecting. Many clients prefer to work with specific industries because they have a greater opportunity to close business with one sector than another. In addition, pinpointing a target market enables clients to identify qualified leads in their region; a qualified lead to a localized managed service provider (MSP) means nothing to a client if they’re located on the other side of the country.
Sept. 8, 2020: Attends First Appointment Set by Sales Development Representative
In less than a week of being live, a sales development representative set an appointment with an interested prospect who wanted to learn more about the client’s managed IT services. This was a high-quality lead because they were located in the client’s region, and they played a significant role in the decision making process.
For a lead to be qualified, the appointment must be set with an individual who is either a key decision maker or an influencer in the decision making process. Setting appointments with key decision makers enables the client to pitch their services to professionals who understand the industry and have the authority to make financial decisions if they see value in what the client has to provide for them.
The appointment with the IT client and the prospective lead was set for the second week of September. These scenarios are generally uncommon for B2B appointment setting because it traditionally takes several months to nurture a qualified lead before they feel comfortable meeting to discuss a potential change in their business operations. However, our appointment setters are specialized to overcome objections and show prospective leads the value of our client’s services.
Oct. 14, 2020: Closes First Business Deal
A month and a few days later, the managed service provider closed business with the first appointment we set for them. The business deal resulted in $3,000 of monthly recurring revenue for managed IT services.
Initially, the client wasn’t thrilled with the appointment we set for them because the prospect wanted to meet to discuss how they could be an additional resource if something were to go wrong with their current managed service provider. However, after meeting with the client, the prospective customer realized that the IT company had a lot more to offer than their current provider. After that, the rest was history, and both parties benefited from the appointment.
May 2021: Signs on for Additional B2B Marketing Services
In only nine months, we’ve set the IT partner up with 38 appointments, resulting in four closed business deals and three open proposals. These closed business deals resulted in $7,100 worth of monthly recurring revenue for managed IT services and $11,500 in additional project work, including cloud services, equipment upgrades, and security audits.
Thanks to our ability to set them up with appointments for a number of qualified leads, they’ve transitioned from a new client to a lifelong Abstrakt partner. This month, they decided to onboard with our inbound services to help them land more leads through their website and social media platforms.
We’ve had the opportunity to help many successful businesses like this IT client qualify leads and close business. When you implement and trust the Abstrakt process, growth opportunities are endless.
Abstrakt is your all-in-one solution for business growth. Schedule time with us today to discuss how we can be your partner in B2B lead generation strategy.
How To Use B2B Marketing Services To Deliver Qualified Leads
Although B2B appointment setting is a great way to target high-quality leads and get one-on-one communication with key decision makers, some companies prefer a more indirect approach to generate high-quality leads. As a B2B lead generation company, Abstrakt offers a variety of inbound marketing services to optimize your strategy:
Social media marketing services are a proven, effective way to maximize your B2B sales strategy. Our talented social media strategists produce high-quality content, manage ads, and scale company profiles on LinkedIn to help our clients stand out among competitors.
Although LinkedIn is traditionally known as a professional networking platform, it’s become a more vital tool for businesses to enhance their B2B lead generation strategy. Our LinkedIn ad management expertise and InMail campaigns put your business, products, and services in front of the eyes of your target audience.
Marketing collateral is more than branding—it’s a critical component of business growth and sales success. Marketing collateral includes but is not limited to brochures, flyers, business cards, infographics, and more.
Great marketing collateral enhances company image and shows potential customers that you care and stand by your business’s reputation. If a business owner cares about how outsiders perceive their company, then they must care about the service they provide to their loyal customers.
High-quality web design and development is the foundation of converting visitors into customers. Without an optimized website, you risk turning away quality leads because they don’t understand how to navigate from one area of the site to another.
Through a high-converting website, you have the opportunity to:
Increase traffic and generate more qualified leads
Improve lead conversion rates
Answer questions for users
Support sales efforts
Like efficient web design and development, driving web traffic through SEO is crucial for generating B2B leads and boosting company revenue. Optimized SEO practices through keyword research and implementation increase traffic to landing pages and blog posts. SEO best practices also encourage:
A Conversion-Focused Website: Implementing backlinks and developing a mobile-friendly platform boosts a company website’s SEO.
Monitoring and Analysis: Monitoring and analyzing keyword rankings and website traffic ensure the overall health of your website.
Reporting and Refinement: Reporting offers suggestions on how to refine your website to improve rankings.
Video content is an excellent way to tell your company story, whether you’re looking to support sales efforts, recruit new employees, or boost client retention. No matter what your goals are, video production efforts should be clean, professional, and get the point across.
Video production without an end goal is ineffective and can make qualified leads turn away from your product or service. When promoting video content for your business, make sure it has intent and is easy for your target audience to understand.
Setting Appointments Is Only the Beginning— Maximize B2B Sales Opportunities Across the Board
Abstrakt Marketing Group partners with over 700 businesses in various industries across the country. These clients reach out to us to optimize their B2B lead generation efforts through high-quality appointment setting and marketing services.
As an award-winning, nationally recognized business, growth is at our core, and we use these same strategies to grow our business. But don’t just take our word for it—see what our partners have to say about us. Connect with us today to discover the Abstrakt lead generation advantage.