Restricting your appointment setting campaigns to certain business sizes is common knowledge. However, doing it all the time may not be healthy. Small businesses do not always stay small. So just when you thought you would never have to qualify certain businesses again, it still helps to use your appointment setting too to keep an eye on them.
Software leads are not just an indicator of one method’s performance. They indicate the performance of combined methods as a whole. Just because some marketers are not fully invested in one particular channel does not logically follow that their software leads are at a complete low. On the contrary, sometimes they are just as efficient using other methods (if not more).
Abusing the marketing means to acquiring software leads is a problem that dates back even to the early days of advertising. Businesses would often employ the strategy that seems to work real well at first but slowly lose their edge once people catch on to the tricks. And as more software leads are generated online, history stands a chance to repeat itself.
The lead generation process is not exempt when software vendors focus on applying the latest knowledge, resources, and tools to create, promote, and sell their products. However, they are also not blind to the fact that just because something is new, it will prove itself useful right away. Even today’s popular lead generation strategies still make use of old tools that have yet to run their course.
Like any product of marketing, software leads are generated by breaking down larger amounts of information into forms better understood by the target market. This is important because business prospects in industries like medical software are short on time. They cannot spend that time perusing lengthy details on a product before they go for a buying decision.
One critical element in any well-functioning lead generation strategy is reliable business data. Everything from a prospect’s contact information to the details describing needs and authority must be stored somewhere for the reference of sales professionals. However, not all data is valued equally. You should not be too quick to delete bad data or else you will not have much left for future lead generation campaigns.
The appointment setting process is not just about marketing or sales. In fact, both marketing and sales are not just about getting your software sold. All of them should also be for the purpose of education. If you do not use those tools to help prospects learn, any interest or profit will lose significant value.
It does not matter what you start with for your software leads. So long as it is only your initial encounter with a prospect, it will not be enough. Your software leads are qualified as the result of quality engagement with a potential customer. Even something as large-scale as event participation will only get you a name to follow-up on.
One of the primary differences between generating software leads from business organizations from that of individual consumers is goal-setting. Aside from the obvious differences in number, size, and complexity, there is also the difficulty of getting all those factors to align so as to not just ease up client meetings but can even help in actual implementation projects. Software leads possess informative clues that are belied by their size.
Telemarketing in the business-to-business sector is full of paradoxes. The prospects you are contacting are both individuals but at the same time entire organizations. There is only one person authorized to acquire your software (CRM software, medical software, accounting software, SAP, SAGE, Oracle and others) but their decision is weighed with the collective input of many individuals. How will your telemarketing strategy handle this? Balance collective and individual objectives.