The rolodex. Most companies used to have one strategically placed on every desk next to the phone. And boy, did you feel important if your name was on one of those paper stocks. But, it’s rare to see them anymore. They died … along with video cassettes, the rotary phone, floppy discs and cassette tapes. Why bring this up? Because (like the rolodex) in the business landscape the only constant is change. Never has this been truer than in today’s world. Just as a buyer adopts one toolset, a million other ones are knocking at the door.
And with the inception of the Internet, today’s buyers go-to guide, when sourcing information, are search engines. As brands this means we need to not only get in front of our prospective customers early in their buying cycle but we need to stand out. Be memorable. Get noticed. But how do we do it when the average attention span of a human is eight seconds (that’s one second less than a goldfish!) And with inboxes and search engine results packed-to-the-gills, it makes for one challenging feat to be heard through all the proverbial noise. Our suggestion: don’t do it alone. Source lead generation companies to help get you in front of your target audience and fill your funnel with new leads.
Here are 3 important questions to ask when researching B2B lead generation companies:
1. Can They Increase Your Site Traffic?
Study after study proves the benefit of driving traffic to your website. But once they arrive on your site, you need to keep them there by offering valuable and topical content pieces. This can improve your prospecting and help identify real leads. This will also help distinguish between a serious buyer and a casual onlooker. Work with lead generation companies that specialize in search engine optimization (SEO) and search engine marketing (SEM). Ensure they ask these key questions to get to know your brand and buyer: What are your companies lead generation goals? Who is your target audience (i.e. company type, job titles, revenues and employee size)? This will help them develop a keyword list your prospective leads are using to find companies online, so you can create engaging white papers, case studies, ebooks that your end user wants to read boosting traffic to your site and improving your lead generation results.
2. Can They Extend Your Reach?
Don’t limit your lead generation potential by only connecting with B2B companies who find you. It can mitigate your brand’s growth. Instead, work with lead generation companies who offer the ability to reach out to new leads who you don’t know about. This can be done by acquiring a targeted email list giving you access to an unlimited pool of potential B2B prospects for your business. Once you get a list, seek out an email sender whose main focus is sending emails to cold lists to turn them into leads.
3. Can They Provide Detailed Reporting?
Accurate tracking and analysis of your lead generation efforts is crucial in order to know what worked and where you need to improve. It’s also a great benchmark to determine which types of leads are easier to qualify and convert into customers. Ensure the lead generation companies you choose are receptive and will work with you to improve these metrics. If they’re unwilling to provide custom or tailored reporting, seek out lead generation companies who know the value of key performance metrics as these businesses have your best interest in mind and will help you hit your lead generation goals.
Want to know how other companies are optimizing their lead generation efforts? Check out our case study to learn more.