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When you're in the CRM software industry (or any software industry for that matter), it seems like you're automatically guaranteed to opt for online lead generation first before anything else. Classical internet marketing methods like email blasting, website creation, blogging, and SEO are just some of the methods you instantly dedicate your strategy too.
Still, even internet marketing veterans and gurus don't neglect to suggest offline methods to augment your online ones.
For starters, you need to take a step back and try to be more objective. What are the flaws of online lead generation? What can be possible obstacles to all the internet-dependent methods that you've come to rely on? Ironically, a simple Google search will give you this brief list of common inadequacies.
1. Spam filters - The specific individuals who represent your leads are very busy people. Hence, there's a good chance that they've set their spam filter on full blast (or in your case, perhaps anti-blast).
2. Ignored website - It's not very easy to imagine a busy executive spending his or her precious time surfing websites. Having many competing websites all using the same SEO techniques as you can make your internet presence difficult to establish. Information overload - Even at the chance that they find time to look up your site, they might not spend a lot browsing it if the information becomes too much to digest. Sometimes it's best to give only what's simple but at the same time, it makes them want to know more.
3. Hackers - Perhaps the worst-case scenario. The internet can be crawling with these people and there's no telling when a hacker might just mark your site as his or her next big 'achievement'. Back-ups are good but the time it would take to restore a site attacked by hackers can require both precious time and extra costs from investing in technical staff.
This is why even internet marketers still look to offline methods in case their online ones aren't acting up to expectations. Some basic suggestions can be as simple as putting your website or email address on a business card to thorough like outsourcing a telemarketing company.
With regards the latter, it can be quite beneficial for a B2B-firm such as yours. As stated before, the people who represent your leads are very influential individuals in your target company. This isn't only because they're the type who can see the whole advantage of your software in assisting the way they handle their own clients. It's also because they're the only ones who can make full use of it from their own position as decision makers. Your means of communicating with them must be flexible and tact. The important thing to do first is not make a sale but to get information you can use to your advantage (be it to qualify a lead or to use it yourself when you finally reach the sales-making stage).
In B2B lead generation, control can be just as valuable as speed. You want leads fast but you also want to make sure your clients are qualified and know what they're signing up for when they finally meet with you. Outsource to a good software telemarketing firm and start giving your online methods an offline boost.
Claire Hansen works as a marketing communications program manager. She is inviting you to visit http://www.erpsoftwareleads.com/ to learn more about lead generation and appointment setting for the software industry.
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