As a small business owner, you may be hesitant to outsource your business-to-business (B2B) lead generation practices. You’re worried about the cost, the return and the lack of immediate supervision over the day-to-day operations. However, there are ways to ensure that outsourcing your lead generation duties works successfully.
• Work with a dedicated account manager. Face-to-face relationships still, and always will, matter. Having a single account manager to communicate with daily reinforces direction and eliminates uncertainty. One-on-one relationships between the account manager and prospect will increase engagement, interaction and trust. The sharing of responsibilities among multiple account representatives can often result in miscommunication and the failure to fulfill those responsibilities successfully for the client. At Abstrakt, this is either our Partner Sales Manager or Virtual Marketing Manager, depending on the service in which you are enrolled.
• Use collateral that stands out. It’s critical to stay top-of-mind when pursuing decision makers. Their days are as busy as yours is—so don’t expect them to drop everything to hear you out. Designate one account manager to deliver targeted collateral to your prospect. Without being overbearing, share relevant videos, direct email pieces and more information that will keep them informed and keep your brand in front of them.
• Establish an effective nurture program. Be patient. Not all decision makers are sitting at their desks waiting for that one email, direct marketing piece or phone call. If they are six months away from engaging in the buying cycle, embrace it—nurture the relationship until the time comes that they are ready to take that leap. Maintaining relevant communication, developing awareness and sharing industry-related news can make a huge difference six months from now.
As much as things have gone digital, these face-to-face practices can make or break your attempt to reach your prospects. What are key criteria you consider when outsourcing your lead generation practices?