For B2B lead generation, is there conventional wisdom in your industry that is not right? Part 1

For B2B lead generation, is there conventional wisdom in your industry that is not right? Part 1:from b2bbusinesscoach.com Blog by Ian Dainty
B2B marketing, and B2B lead generation have changed significantly over the past few years. In fact, for B2B lead generation, it has taken a 1800 degree turn.
In the days before the Internet, and online marketing, B2B companies, looking for products and services like you sell, would contact you to see how you could help them.
You would then send out a sales person to talk to them about their needs. Or, you may have reached out to them through cold calling, or a Direct Response Marketing (DRM) campaign by mail.
DRM campaigns can still be effective, if carried out properly, but they are expensive, and take time to measure results.
In today’s connected world, over 80% of companies find you before you even know they are looking for your products and/or services.
However, the conventional wisdom, in most B2B companies, is that cold calling still works. So, almost all B2B companies hire a sales person to cold call for them.
And then the CEO’s can’t figure out why this doesn’t work. Quite frankly, it never worked very well. Yet, most companies still use it.
So what does work?
Before I get into what works, there is one thing all B2B companies need to understand.
You need to build a relationship of trust with the companies that want to do business with you, before they will do business with you. Although most companies pay lip service to this, they don’t set up their marketing to build this relationship from the ground up.
If you are IBM, Microsoft or Apple, then there is a certain amount of trust already built through past interactions with them, or from the amount of publicity each of these companies gets.
But, you’re not any of these companies, and so you need to find a way to start that relationship, and build trust with your prospects.
People will only do business with your company after a certain amount of trust has been established.
Next time I’m going to show you how to build that trust.
In the meantime, if you want to know how to attract more leads to your business, please click the box in the upper right hand corner, and I will send you a white paper on how to do that.
Also, please leave any comments below about how you get leads to your business now, and how effective that is for your company.
Kind regards,
Ian Dainty
416.277.4537
ian@b2bbusinesscoach.com

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