Contents

When searching for prospects to buy your products or services, you want to find those companies who have a problem for which you have the solution. The methods you use in finding and contacting those companies will determine if your business-to-business lead generation efforts will be a success or a failure.

Targeting Your B2B Lead Generation Efforts

Targeting Your B2B Lead Generation EffortsWhen searching for prospects to buy your products or services, you want to find those companies who have a problem for which you have the solution. The methods you use in finding and contacting those companies will determine if your business-to-business lead generation efforts will be a success or a failure. Begin by creating lists that rank your current customers in three categories: Gross revenue. Place the largest companies at the top of the list and the smallest at the bottom. Profitability. List from most profitable to least profitable. Keep in mind that the most profitable are not necessarily those with the most gross revenue. Fit. Which companies represent the best fit for what you are selling? This ranking is more subjective than the first two. It identifies the companies you know well, those with business you understand, those that are fun to work with, those you understand best and those with which you haveor could havea great working relationship. Rank these companies in order, descending from the best fit. Your ideal customers are those that are at, or near, the top of all three lists. While reviewing your existing customers, consider the following questions: What industries are they in? Are they small, medium or large businesses? Where are they located geographically? What is their Standard Industrial Classification (SIC) code? What are the titles or job functions of their decision-makers? This information will help you focus your efforts to find similar companies and decision-makers to target with your b2b marketing efforts. Determine what is unique about these leads so that you can find more like them. In addition to looking at your current customer base, review your companys internal expertise and credentials to determine likely prospects for your solutions. If your company is a start-up and has no existing customers, you can leverage your own past experience and that of your people. Think about the kinds of companies you and your team have had success with in previous jobs. You also can educate yourself on a vertical market (i.e., a particular industry, such as residential or commercial construction, banking, distribution or the retail clothing business), weaving the industrys concerns and buzzwords into your marketing-for-leads materials. This will suggest that you do understand the market and its needs. However, be prepared to answer the question, Who else in my industry have you served? It is bound to come up. If you dont believe you can successfully sell into vertical markets, consider horizontal markets. These are markets that cross industry lines. For example, if your ultimate goal is to sell to the residential or commercial construction industry, you might want to first target small- to medium-sized businesses in need of material handling equipment. Another way to look at the marketplace is geographically. Then you would focus on targeting companies within a particular area, whether it is a city, state, region or country. Although theoretically every company, in every business, may benefit from your solution, you cant afford to try to be everything to everyone. You must pick the companies with which you are likely to have the best success and the individuals within those companies who are in the best position to recommend or buy your products or services. The next step in targeting your marketplace is to determine to which media the target audience is exposed. For example, what trade magazines do they read? This may include national publications, regional magazines or the regional editions of national publications. In addition, think about: Websites your target contacts visit for professional information. Professional associations to which they belong. Conferences and tradeshows they attend. Newsletters to which they subscribe. Each of these, potentially, is the source of a mailing list, Web site, conference or publication that would be appropriate for reaching your target contacts. You are now ready to devise ways to utilize these target resources to generate leads. There are a number of marketing vehicles available to you, ranging from newspaper advertising to putting your company logo on the Goodyear blimp. However, some marketing methods have proven to be more successful than others for business-to-business marketing. Once you have targeted your audience and youve developed your marketing database, you are ready to put together a plan utilizing tried-and-true basics of marketing for leads. These include: Direct response marketing, which utilizes direct mail or direct response print advertising to generate inquiries. PR in industry or trade publications, newsletters or Web sites. Online marketing, which utilizes email and/or banner ads with strong offers and easy-to-use response forms to catch searchers. Company Web sites that have been optimized to be found at the top of search engine results and bridge the gap between marketing and sales with more in-depth pre-sales information. Relationship marketing to nurture and qualify the longer-term prospects. Events to help move prospects towards purchase. Sales tools to help your sales team sell.

How To Create And Deliver Truly Effective Customer Presentations!

How To Create And Deliver Truly Effective Customer Presentations!

What is a truly effective sales presentation? I would define it as one that generates a call to action that eventually leads to a sale. Is there an underlying theme, across all products and their respective target audiences, on how to deliver this presentation? The answer is a definitive yes. This article tells you how. Let me bring you back in time to a famous Greek philosopher called Socrates (469-399BC). Socrates despite his foundational place in the history of ideas actually wrote nothing. Socrates himself radically and skeptically claimed to know nothing at all except that he knew nothing! So what is the relevance of this in creating and delivering truly effective customer presentations? Knowing that he knew nothing, Socrates spent his life asking questions? Say for example he was meeting a prospect, who did not actually understand why they might need a product or service that he was selling. He would ask them questions about what they did, how they did it, and what their needs and desires were. Through the answers, they gave; he would lead them to an understanding of why they would need what he had to offer. The key here was that he did not at any stage tell them what he had, what he could do. The reason being, to use his original assertion, was that he did not actually know if the customer needed or wanted what it was that he had. Know what your customer wants So not knowing what customers really want, why do scores of sales people and business owners, deliver presentations about their abilities every day? Even scarier, is the fact that these people probably spent days, weeks or even months, preparing what they believed to be truly effective presentations. So what is the secret of creating this presentation then? The key is to be unique in what you present. To be unique, you must be completely relevant to the person, to whom the presentation is being made. You must address their issues, concerns and desires, as they see them. Your presentation is in effect the presentation of a business case. This can only be prepared when you have all of the relevant answers to your questions. I recommend that you create a questionnaire that allows you to reiterate back to the prospect, in their words, their answers to the following questions. What is their key problem or burning desire (obviously this needs to be something you can help with) If this problem was solved, or their desire fulfilled what would they now be enabled to do (Ensure they do not limit themselves in what they can do keeping pushing and questioning until you get their ultimate goal.How do they put a value on this new capability?What happens if they don't do it? When do they need to do this by when will they have ownership?Why have they not been able to do this themselves, or with someone else's help in the past? Only when all of their answers to these questions have been presented, do you then go on to explain why you are best suited to help them with your product or service. You will then outline an implementation plan, or set of actions that need to be completed, with a time frame, to get them to their ultimate goal. Earn the right to present your offering Remember, most business owners or senior managers know their own business better than you, so earn the right to propose your offerings, by finding out if there is something that you can truly do to help them, obtain their business imperatives. That will be a truly effective presentation.

How To Market Your Seminar to Your Local Market

How To Market Your Seminar to Your Local Market

If you have created a small business management course or seminar, you are most likely anxious to get started with selling your course or seminar. Unfortunately, it doesn't matter how fantastic your course or seminar is if no one knows about it. For this reason, the next step in successfully launching a small business management course or seminar is marketing. But, justhow do you go about marketing your small business management or seminar?Know Your MarketIn general, the best place to start when promoting a new course or seminar is within your local market. Therefore, you should search within your community, and your surrounding communities, to find individuals who might be interested in your small business management course or seminar.Obviously, people who are already involved in a small business might need the extra insight you can provide with your expertise. This makes your yellow pages an excellent resource for potential students of your course or seminar. Look for small businesses that are locally owned and target their owners as potential students of your small business course or seminar.But, what about those people who are thinking about starting a small business, but are looking for a little extra guidance and assurance before taking the leap? This is where you come in. With your course or seminar, you can give these people the little push they need - and you can tap into an eager market when you offer them your course or seminar. Unfortunately, people who are just thinking about going into business can be hard to find.If you are not sure how to go about finding people who are interested in your course or seminar, or if the whole process seems overwhelming, marketing vendors are available to give you the assistance you need. Through these marketing vendors, you can learn strategies for discovering who is a part of your target market, as well as how to get information about your course orseminar into their hands. Know Your Resources and OptionsOne avenue for marketing your small business management course or seminar is through your community college. If you have a community college in or near your community, contact their office of Continuing Education. Often, Continuing Education offices are looking to provide great non-credit courses and seminars to their community. Even better, the college will do a great deal of marketing for you.Of course, you might not want to form a partnership with another entity. Perhaps you don't want to share in the profits of your course or seminar. Or, maybe you don't want to be restricted by the guidelines of other institutions.If this is the case, it is helpful to contact a marketing agency. A marketing agency can help you formulate a business plan. A marketing vendor can also help you create marketing materials, such as brochures and news releases. In this way, you can remain the independent owner of your course or seminar. Another great source of marketing is word of mouth. Therefore, make sure you let it be known that you have an excellent course or seminar available. Pass out business cards and share information about your course or seminar with as many people as possible. With time, the word will spread about your course or seminar.Many people are interested in being their own bosses and owning their own businesses. A large market for this type of course or seminar exists, but finding the people interested in this type of course or seminar can be tricky. Through the proper marketing techniques, however, a small business seminar or course can be highly successful.

Succeed at Live Trade Show Presentations

Succeed at Live Trade Show Presentations

Have you ever thought of making your trade show appearance live and interactive? If you do it right, you will be able to increase your leads, create a lasting memorable impression, and jump start your sales. Your chances for "trade show" exhibit success will be doubled, tripled or even quadrupled if you have dramatic, interactive live presentations at your next trade show.Research has shown that live trade show presentations and demonstrations at "trade show exhibit" s increase qualified leads by 2-4 times, create awareness by 5-10 times, and are one of the most important reasons a companys trade show exhibit is remembered.Exhibit Surveys, an independent trade show and events research firm, has found that two out of three attendees rated live stage presentations and product demonstrations as a factor in influencing exhibit memorability. Their research also confirmed that live displays made the companys trade show exhibit more memorable than static trade show displays. According to Elaine Cohen, Founder/ President of Live Marketing in Chicago, studies show that if live professional presentations focus on answering the marketing objectives of the company, they are then able to deliver on those objectives. A live trade show display rental presentation is ideally seven minutes in length, ten minutes maximum. The objective of the presentation may be to sign people up for a trial, attend a seminar in a separate room or write an order. If the objective is to increase sales, there is usually a call to action that gives the sales people a chance to talk to highly qualified visitors and continue to make the sale after the talk.To have a successful "trade show display rental" presentation, you must push all the right buttons of the trade show display rental exhibit attendeeno matter whether your presentation is at the McCormick Convention Center in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Hannover Exhibition Center in Germany or the San Jose McEnery Convention Center.It is also essential to know your objectives in order to keep your messaging on point. The live show is designed to hit these key points and attract trade show display rental audiences comprised of prospects, customers, partners, consultants, investors and even the press.Cohen sites there are ten keys to successful, professional live trade show display rental presentations. They are:1. Plan ahead at least two to three months in advance of your trade show display rental appearance2. Set clear goals and measurable objectives. Know what you want your trade show display rental experience to accomplish and how will you measure the results3. Know and respect your target trade show display rental exhibit audience. Match your tone, style and content to the visitors demographic and psychographic profile.4. Remember the message. Use it to build brand, differentiate your services and expedite sales.5. Involve the right decision makers. Include all decision makers from the very beginning. 6. Use an integrated marketing strategy be consistent in all communications materials7. Focus on high level solutions and messages- use no more than 4 major message points8. Keep it short keep it under 10 minutes9. Amortize presentation costs by reusing presentation and other collaterial materials at other shows, press conferences, meetings, etc.10. Measure results document everything of valueBy following the above recommendations, you have the basic guidelines and checklist for your next live trade show display rental presentation.Remember, the next time you exhibit at a [*_*], add a live [*_*] professional presentation that will make your [*_*] exhibit memorable, interactive and give you a better than ever return on your [*_*] investment.

Infinit-O introduces new offshore outsourcing solution

Los Angeles, CA Infinit Outsourcing (Infinit-O), a leading provider of outsourcing services announced today a new solution called Dedicated Operating Team or DOTs for small and medium sized businesses.Infinit-O is bringing something new to the outsourcing world, a hybrid outsourcing model specifically designed for small and medium sized companies. Infinit-O establishes and maintains virtual employees in self-contained Dedicated Operating Teams (DOTs) for clients.Clients have complete control of the day to day operations whilst Infinit-Os team of experienced outsourcing experts implement not just the set up phase but also manage all the support functions such as HR, IT and Administration. This enables clients to quickly gain the advantages of running their own in-house offshore operations without the overheads and risks of doing it themselves. Infinit-O understands that there are still companies who are skeptical in outsourcing parts of their business for valid reasons, therefore, we are giving these companies the liberty to manage their own virtual employees through DOTs. stated Manolo Aquino, Co-Founder of Infinit-O.80% of companies realize the theoretical benefits of outsourcing but the major challenge today is how to develop the delivery capabilities in a controlled, scalable and cost-effective manner. Having a local partner in the offshore destination with over 20 years experience in complex outsourced solutions provides a level of comfort that allows them to quickly realize the full benefits of outsourcing in a cost efficient and controlled manner, explained Richard Eldridge, Co-Founder of Infinit-OABOUT INFINIT-O Infinit-O is a leading BPO company with offices in the US, UK and Philippines providing back office outsourcing solutions and knowledge process outsourcing (KPO) solutions in the financial services and healthcare sectors. The company delivers high quality outsourcing solutions with a highly motivated and experienced team, an ability to optimize business processes, access to cost effective and innovative technology, all delivered from highly secured work environment.For more information visit www.infinit-o.com

Whats In A Name? The Six Essential Elements You Need To Know

Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it. Your name differentiates you from your peers, peaks customer interest, and invites further investigation -- if you do it right. I didnt do it right. At least, not at first. All entrepreneurs make mistakes, and I made one of my first ones right off the bat. Thrilled with the fledgling business I was starting, this precious enterprise so near and dear to my heart, I christened my company Diadem Communications. Diadem means crown-- a fitting name for what I felt was a crowning achievement. What does Diadem say to you? Does it evoke thoughts of me coming into your company, training your sales team to be the best booth staff ever, ensuring that every single trade show you attend turns out to be amazingly successful? Does it make me sound so good that you just cant wait to hire me? No. It doesnt say that to me either. And even worse, it didnt say that to any of my potential customers. Going by name alone, no one would be able to determine the least bit of information about me, my company, or the services we offer. The name said nothing, and it did nothing for me. The name had to go. More importantly, it had to be replaced by something effective. How do you come up with an effective name? Consider these six elements: An Effective Name: 1. Tells Who You Are: Your name should reflect your identity. This is an essential aspect of branding. Youll be promoting this name, getting it in front of as many eyes as possible as often as possible. How do you want the public to think of you? For some, that means integrating your personal name into the name of your business. This is very common in some professions: legal, medical, and accounting leap to mind. Others prefer a more descriptive name. One successful small baker runs her business under the name The Cookie Lady because thats how her first customers identified her. Its doubtful that most of the customers even know her first name (Its Pat) but everybody in her market knows The Cookie Lady. 2. Tells What You Do: Its incredible how many company names give little, if any indication of what type of work the organization actually does. Take the following examples: - Smith and Sons- Hulbert Brothers - Only One Can you tell me what any of these companies does? Of course you cant. Theyre relying on customers already knowing who they are (a tricky proposition for new businesses!) or by having their name found in context, such as a yellow pages or on-line business directory. 3. Tells How You Do It: Words are very powerful. By carefully selecting what words you use in your name, you can convey a great deal about your companys image. Consider the names of three different massage and bodywork centers: - Champlain Valley Therapeutic Massage- Clouds Above Massage- Speedy Spa All three companies are providing the same service: massage therapy. Yet the first appears to favor a more medical approach, the second, a dreamy, luxury approach, and the third focuses on fast service. 4. Differentiates You From Your Peers: Your company name is the first opportunity to tell customers how you differ from the competition. This can be done by emphasizing what makes you unique, pinpointing what aspect of your products and services cant be found anywhere else -- or that you do better than anyone else. Consider the massage therapy example we looked at in number three. Each organization clearly has a different focus and approach to their customer base. Theyre attracting different types of clients, who are seeking fundamentally different approaches. All of which is conveyed in less than five words. 5. Peaks Customer Interest: Creating customer interest is an art and a science. Think carefully about your target audience. What qualities of your services are of the greatest import to your customers? What kind of words are likely to appeal to them? Emphasize the important qualities in your name. For example, busy homeowners are drawn to the inherent promise of speed offered by Bobs Instant Plumbing while a reader in search of a good mystery will gravitate toward Crime Pays Books. Word choice is also important. Two yarn shops can both specialize in specialty fibers, but the one who labels themselves All Hemp All the Time will draw in a decidedly different crowd than the one named Natural Beauty: Organic Yarns. 6. Invites Further Investigation: Customers are funny creatures. What one group finds to be funny and engaging turns another group off. You want your name to be inviting and approachable -- as those qualities are perceived by your target audience. The best example of this may be seen in the individual investor segment of the financial services industry. Charles Schwab has spent years cultivating a classic, formal image -- but now that the consumer base is changing from old people with money to everyone with a 401K, Charles Schwab has launched the Talk to Chuck campaign in an effort to be more approachable. Make sure your name doesnt intimidate customers away! Some industries are more formal than others, but adopt pretension at your peril. After following a series of simple step-by-step instructions to match my corporate identity with my service offering, I came up with the quintessential name: The Trade Show Coach. This name instantly tells customers what I do assist companies with trade shows and a little of the manner in which I do it coach, rather than dictate, direct, guide, or organize. See the difference? So did the buying public, some of who quickly became my best customers. The same thing can happen for you -- if you pick the right name.

Summary

When searching for prospects to buy your products or services, you want to find those companies who have a problem for which you have the solution. The methods you use in finding and contacting those companies will determine if your business-to-business lead generation efforts will be a success or a failure.