Don’t Let Focusing on Lead Generation Torpedo Your Branding, Part 2
Stay on the radar
Once your pipeline of prospects has found you and sampled what you have to offer, it’s important to remain on their radar. Research shows that up to 70 percent of B-to-B transactions come from long-cycle sales leads. Since you don’t know much about them yet, it’s best to use a mix of outreach methods until you can narrow down their preferences.
The most efficient way to make prospect lists aware of your offerings is to send links to your content via email. You can also post information to your website, as well as contact reporters and bloggers who cover your space. But keep the human touch in mind, too. A well-timed phone call as a courtesy to let your best prospects know when new, relevant content is available can lead to more significant opportunities.
Regardless of the methods you choose, put the word out. Be sure that every contact includes a call to action. While you may not want to use a “buy now” message, making your email address and phone number handy to prospects that want more information is an easy way to keep dialog moving.
Following several or all of these ideas will ensure your sales and marketing teams are successfully working together to avoid torpedoes and generate high-quality leads.
Chris Chariton is senior vice president of product management and supplier marketing for GlobalSpec, a provider of online marketing solutions for companies within the industrial sector. Chris can be reached at firstname.lastname@example.org.