When we think about B2B prospecting, we automatically think of the challenges faced in this search for customers. One of them is the sales cycle, which tends to be much longer than in B2C negotiations, where you deal directly with an end consumer.
However when a company actively
prospects B2B prospects, there are other limitations that can make the process even slower. This is because there is no qualification or filtering of these prospects in an assertive manner. It all depends on luck and the persuasive power of the professionals who make direct contact with the companies.
This initial contact is rarely made with the decision maker
which makes the negotiation attempt even helps to increase conversion rate more complicated. Telephone operators seem to do everything they can to prevent the sales representative from speaking to the person with the decision-making power. This is understandable, since there must be a huge flow of calls trying to offer products and services.
The main goal of B2B prospecting is to create B2B if i hadn’t become a scientist Prospecting opportunities for salespeople to move forward until they close. In general, it is based on a few basic steps:
B2B prospecting objective
Generate a list of prospects with information such as: email, telephone, name of the person in charge, position, etc.;
Make initial contact to better understand the future client’s pain points and needs;
Qualify these leads to find out if they fit the company profile and at what stage of the purchasing process they are;
Schedule a meeting;
Enable trading more effectively
However, following these steps in active B2B denmark business directory prospecting can become a complex activity. This changes when there is a well-targeted strategy, which can even count on the help of the marketing department.
So does this mean that digital marketing can help with B2B prospecting?
Yes, very much so! We would even go so far as to say that marketing is one of the sales department’s main allies, especially when it comes to generating and qualifying leads. By applying the right methodology, it’s as if the first three steps happen by themselves, without requiring much effort – and time – from salespeople. This happens for the following reasons:
It is possible to attract customers’ attention:
Based on solid planning based on the needs of the sales team, the marketing department can develop content and campaigns that aim to reach the target audience. Once they are attracted, the active B2B prospecting scenario gives way to receptive prospecting, since there is a greater B2B Prospecting likelihood that the customer will look for your company. Instead of you having to go after them directly.
b2b prospecting
But for this to happen, there needs to be assertive targeting of the content generated to attract attention. They need to be developed considering some needs and pain points of these potential customers.
Imagine, for example, that your company offers a fleet management solution for businesses. Based on your market experience, you already know that one of the pain points for managers is finding ways to reduce fuel consumption. You can pass this information on to your marketing department so that they can create content that addresses this issue, without necessarily mentioning the solution you offer.
It would be a material like
tips to reduce fleet fuel consumption”. People who click on this content are probably facing this difficulty and are looking for ways to improve this situation. Perhaps, at first, this lead does not even consider the need to invest in fleet management software, but they already know that your company can contribute, even with information, to solving one of their problems.
If the strategy is well-designed, it will be possible to map the behavior and interests of this customer in some way. This can be done through automation tools, creating B2B Prospecting forms that request contact information in exchange for content, etc. There are different approaches that marketing can adopt.
After attracting, it’s time to qualify the leads:
Considering the previous step. The company already has the contact details of someone who has shown interest or identified with the material offered. With this, it is possible to start to deepen this lead in a more targeted way. Depending on the strategy applied, the company may choose to continue interacting with the lead indirectly. This can be done through targeted email marketing campaigns for this audience. This is an alternative to qualify these contacts more effectively, since it is possible to assess to what extent this lead is engaged with the company.