2 Things To Consider Before Launching A Uk Lead Generation Campaign

As a whole, generating B2B sales leads in the UK is just like generating business

leads anywhere else you identify the market, gather information, create a message, and contact prospects through SMS, email, telesales, social networks, and/or other communication channels. However, there are also some differences both in theory and practice which can mean success or failure to your campaigns.

Let me share a few important things you might consider in order to increase your chances on a successful UK lead generation campaign.

Lead generation in the UK is still in its embryonic stage.

Lead generation as we know it today was introduced much earlier in the US than in the UK. While inside sales outsourcing is a giant blooming industry in the US where one cannot imagine marketing without the internet, lead generation in the UK is still embryonic or has barely gone past infancy. The same is true with the technologies used in inside sales marketing and appointment setting campaigns. In fact, some small and medium UK businesses are just beginning to recognize the significance of having a computer (or at least, a website) on generating leads online. (No pun intended!)

According to a research conducted by the UK Internet Advertising Bureau (IAB), despite a 20% growth in 2011 and more budgets allocated for 2012, the UK lead generation sector is but growing more quickly than the industrys understanding of the discipline itself. The same research revealed that more than 50% of UK marketers, including appointment setters and inside sales professionals admitted to not using lead generation in the most effective way.

Inside sales lead generation professionals including telesales agents must plan their approach carefully, determine what budgets to apportion, and figure out what makes an effective lead generation campaign in order to increase their chances of getting qualified business leads.

Understanding market culture is necessary for successful customer generation in the UK.

Trust is important in the UK lead generation market just as anywhere else. However, it seems that winning trust in the UK consumer market is a bit more challenging particularly for telemarketing firms from outside the country. While geographical factors are becoming less important and we see an increasing number of lead generation firms in the US and other countries promoting UK-based merchants and vice versa, consumers still find it easier to trust service providers of their own, and who understand their market culture.

In addition, UK decision makers seem to be more demanding when it comes to transparency about use of business data and what is happening throughout a campaign. A lead generation appointment setting firm will have better chance of winning customers if it has an excellent platform for tracking and reporting campaign activities. In addition inside sales solution providers must make sure that those whom they contact are notified beforehand via e-mail, SMS, or other available media. That way, prospects are anticipating their call or at least aware that they would be contacted. Otherwise, any attempt at lead generation and appointment setting would likely be seen as a threat, not an opportunity.

by: Oliver Scott

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