It’s now been more than two years since the COVID 19 pandemic changed everything about the world, including b2b sales and lead generation strategy. Sales and marketing processes that were once taken for granted suddenly required an entirely new mindset.
As the customer journey changed due to the pandemic, so have best lead generation practices. What made sense in 2019 often does not make sense in 2022.
Businesses across the world have had to pivot, reinvent themselves, or find new ways to fill their sales pipeline, reach potential customers, and qualify leads. And while we’ve hopefully moved past mere survival mode, there are still steps companies must take to thrive from an appointment-setting and outbound prospecting perspective.
One thing that will never change about effective lead generation or the lead generation process, however, is the need for one-on-one human connection. Without those relationships, all the marketing and sales automation and lead generation tools in the world are unlikely to boost sales. Having a solid strategy to generate a quality b2b lead as part of an overall ad campaign is a key difference from companies that have simply relied on other methods like influencer marketing, content marketing, guest posts, and other forms of marketing automation.
With that in mind, here are five best practices that have emerged over the last two years:
1. Cellphones are no longer taboo
Not so long ago, calling somebody on their cellphone was considered intrusive or a violation of their privacy. Now, with so many people working remotely, it has become completely acceptable in b2b circles. Not only that, but list-building services have become more adept at populating cellphone information, giving your cold calling or lukewarm calling programs a greater chance for success.
Securing cellphone numbers is still not as easy as finding main business lines, but the information is more accessible than ever before and should be utilized for lead generation campaigns whenever possible.
2. Decision makers may be easier to reach than you think
Getting busy decision makers on the phone is rarely easy, but it’s not necessarily as difficult as it used to be.
The increased access to cellphone numbers is only part of the reason companies have been able to connect with more high-quality leads. In many industries, decision makers have become easier to get a hold of because they’re not traveling as often or having as many face-to-face meetings and in some cases are spending more time on social media.
VSA’s data shows that with three of our long-term clients, the number of dials it takes to have a conversation with a decision maker has decreased each of the last three years. In each of these cases, the total dials per hour have also decreased from 2020 to 2022, indicating more frequent and longer conversations.
When developing a list of your target prospects, don’t assume your ideal customer is impossible to reach, no matter how lofty their title. Set your sights high, and adjust accordingly if necessary.
3. The right tech stack is essential
More than ever, the right dialing technology has become a crucial piece of any successful phone calling campaign. The number of dialing automation tools that plug into CRMs has increased dramatically over the last few years—a quick search for “auto dialer software” revealed 73 different products, and that’s just a sampling of what’s available.
If your sales reps are still making calls from a regular office phone, it’s taking them far longer to reach their contacts and collect leads than it would if they were using a click-to-dial tool or a conversation accelerator, like VSA does.
But just utilizing technology is not enough; it needs to be the right technology. An automated dialer plagued by pauses or beeps before the conversation begins is a surefire recipe for a hang-up. In this age of seemingly limitless technology, your best practice is incorporating a dialing system that ensures a seamless connection between human voices.
4. Don’t skimp on list development
Developing a high-quality list that best aligns with your ideal customer profile has always been a challenge with lead generation efforts. You’re never going to come up with the perfect list. But that doesn’t mean you shouldn’t try.
With all the list development tools and technology now available, there is zero reason to be using a subpar list that doesn’t meet a minimum standard for your buyer persona. You never want to waste time calling people who aren’t in position to at least influence purchasing decisions.
If you don’t have the time or resources to develop a proper list on your own as part of an effective lead generation strategy, consider partnering with an experienced lead gen company like VSA. We have invested in multiple list-building resources and know which ones are best suited for certain industries.
5. Know your web conferencing etiquette
In-person appointments are slowly coming back, but after the last two years, it’s clear that virtual meeting sites such as Zoom, Teams, GoTo Meeting, and Google Meet are here to stay. The convenience of scheduling meetings for multiple attendees regardless of their geographic location has become a permanent part of our workplace culture.
Of course, as anyone who’s attended a virtual meeting can tell you, these will always present certain challenges. Where do you look? What should you do with your hands? How is your lighting? How close should you be to the camera? What’s going on in your background?
Just as with in-person meetings, eye contact, facial expressions, attentiveness, and a good first impression are all crucial to establishing trust and building relationships during virtual appointments. Learning and following best etiquette can increase your production and enhance the buyer journey.
Conclusion
Best practices for b2b marketing and sales are always changing, but rarely as much as over the last two years. The influx of new technologies and the evolving methods of engaging with prospective buyers have catapulted us into a new world for lead generation and appointment setting and what it means to produce a quality generated lead.
Embracing these new best practices while maintaining that timeless human connection is key to achieving your sales goals.
If you’re looking for a partner to help you meet these challenges, give VSA a call. No matter what changes lie ahead, we’re always determined to do whatever it takes to help our clients generate more quality leads.