subject: No Leads Conversion Is Possible Without B2b Appointment Setting [print this page] Just like communication is the nervous system of any organization, in the same way leads are the bloodline of B2B organizations. B2B focuses not only on maximizing the value of its overall investments but also, the holy grail of precious leads over an engagement lifetime. Since in B2B a business doesnt have ready sales channel, it needs to search, prospect and generate demand. Leads are the list of those potential clients who may turn out as prospects generating demand for a business. However lead generation is not the same as demand generation, more the leads, more is the demand. Demand generation is the integrated result of lead generation process and lead nurturing. B2B demand generation is not a turnkey solution. It is an integrated process which requires common understanding by the sales and marketing efforts of the key business process. Demand generation is a three-tier process:
Contact management
Segmentation of the market on the basis of prospective buyers
Data acquisition
Script preparation
Subscription
Lead management
lead definitions
raw leads
viable leads
active leads
lead flow
web
email
events
campaigns
telemarketing
lead scoring
lead qualification through need recognition
lead nurturing through creating an awareness about the services they offer
managing the marketing qualified leads to convert them into sales accepted leads
real time alerts
Campaign management
customer loyalty
partner programs
lead follow up
38% of the marketers use telemarketing techniques for lead flow. However before entering into a sales process; a buyer has already made 70% of his decision. So in order to generate sales accepted lead it is very crucial for the call to be effective. B2B appointment setting is the basis of demand generation as this is the point where marketing qualified leads transform into sales accepted leads. However in order to set an appointment with the prospect following steps are necessary:
Develop a comprehensive plan based on scorecard evaluation
Adopt integrated sales and marketing campaign to increase the response rate
Execute a creative strategy with a fresh message and unique approach
Consistency and continuity in sales representaion for each client
Leverage prospects with lead generation company
Impart a brand image and buyer persona to each product
Persona driven script and message
Maintain a close follow up
However effective B2B demand generation doesnt end with B2B appointment setting. There are certain metrics to be followed to measure the success rate of the campaign like conversion metrics, direct revenue impact, influenced revenue. These are basic marketing measurement techniques which are generally only practiced by lead generating company professionals.
