The Evolution of Cold Calling and Outbound Lead Generation
March 21, 2017
By: Bryan Held
B2B Outbound Lead Generation Has Changed in the Last 10 Years
It used to be the standard to call as many contacts as time would permit to try to find leads. Not getting the number of leads you needed? Add more contacts. Make more calls. It was a numbers game, and the numbers weren’t great. The leads weren’t great so sales never saw them as an opportunity. A lot of times, sales would get the leads too early in the customer journey.
The strategy of outbound lead generation is changing. Marketing is using existing and tracked customer intelligence to have a smart conversation with a highly targeted prospect. Building and expanding on a relationship is key while nurturing the lead before passing it to the sales team. It’s no longer about 500 calls per day, it’s 50, backed with great research, insight, and intelligent conversations.
Highly Targeted Prospects & Accounts
At Bay MarketForce, we utilize Account Based Marketing. This provides the opportunity to learn and track information as a whole about individual accounts. It also provides the ability to track and capture data at the contact level. Doing this provides a comprehensive view of the account and allows Sales Development Reps to structure a call around a couple of things:
- Who should we be talking to
- What should we be talking about
- What have we talked about
- Where are we in the customer journey
- Topics of interest
Targeting the right accounts is important here as well. Narrow your list to a group of researched accounts that you know are great prospects. Not just ones we think could use our product. We’re able to determine who those prospects are through the Market Strategy process. Have you ever done a full Market Strategy?
To learn more about how Bay MarketForce is on the cutting edge of outbound marketing, lead generation, and sales development, you can contact us here.