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The Six Step Lead Generation System for B2B

Published by Charles Brodeur

Lead generation is a tough thing to do. It takes time, lots of time, and the results are few and far between. 

We have put together a system for generating leads that motivates, automates, and provides results.  It's a bit complicated and has taken some years to perfect but now it's working and I'm going to show you how to do it for your own business.

The system is a 6 part Sales & Marketing System for lead generation.

  1. Get a List of Contacts
  2. Market Research via Phone Calls
  3. Multi Part Email Campaign
  4. Watch the results
  5. Call back
  6. Monthly Newsletters

Get a List of Contacts

You need access to multiple lists of contacts.  Lots of lists & lots of contacts.  This is the raw data where everything starts.  If sales is a numbers game then this is the big number.  You can find lists of contacts in lots of different places.
  • List Brokers
  • Scrub The Web
  • Phone Book
  • Yellowpages
  • Association Memberships
  • etc
The trick with lists is finding a current list that is relevant to your business. No sense having a list of retail clothing companies if you are selling lab equipment.  The best lists are the ones in your current database, in your phone, and in your email address book.  But the volume of contacts needed is usually not there.

Once you have the list you will need to sort and segment based on relevant fields.  We sort our database into Manufacturers, Retailers, & Associations.

At this stage in the lead generation process we keep all the lists in Excel or Google Spreadsheets.  We like to have Name, Company, Telephone, Industry, City, website.

We don't care for email addresses 'cause you can't use them for your marketing.  You need to have "Explicit Permission" to comply with the CAN-SPAM act.  So, don't bother buying a list of email addresses 'cause they are not usable and can get you barred from sending emails in the future.

Market Research via Phone Calls

We use professional Telemarketers to help us with our market research and to build databases. Our process is to call everyone on the list of contacts, ask a few relevant questions, introduce our company, and then close the call requesting the name and email address to send industry information.

Here's the thing.  When you ask the contact if you can send them an email and they say "Yes" then you have permission to send them emails. You now comply to the CAN-SPAM act of 2003 requiring "permission" to send email marketing. 

We use a team of Telemarketers who are trained in the craft of outbound calling. Our telemarketers are not sales people - they are Market Research professionals that can dial 100 numbers a day, every day.  We target 20 - 35 new emails per 100 numbers dialed.

Multi-Part Email Campaign

Once we have permission to email the contact, we subscribe them to the "intro campaign".

We use a 5 part intro campaign that auto sends 5 separate emails over the next 60 days.  We set up the email to inform the contact of current affairs in the industry as well as test the content for customer interest.

The emails go out automatically based on the day they signed up to the campaign.  We try to keep these emails short, too the point, and free of sales pitches. This is an introduction campaign.

At the end of the campaign you new contact will have been exposed to your firm 6 times in 2 months.  Your awareness is starting to build.

Email Analytics

The email campaign we send i=out is being tracked in real time. We watch the results and know who is clicking on what.  We use the BigTurns Email system because it is tied into our CRM database and lets us have a birds eye view of what's happening as it happens.

Everyday we look at the "Live Feed" showing us how many emails went out that day, who opened, who clicked, and who unsubscribed.  We see this interaction in real time.

When a contact shows interest in one of the email campaigns they are opening the door to a professional sales call,

Call Back

The "Who Clicked" is a warm list for the sales people to call.

From this Live Feed we set up times and dates to call the contacts who clicked, and if we have time we call the contacts who opened.  The call goes something like this:  Hi__________, I am following up on the email we sent you and would like to know if you would like to discuss [article they clicked on]."

Don't leave this part up to a junior person.  This is the warm lead that could result in a sale. 

Monthly Newsletter

After the intro campaign has finished (60 days after sign up) we need to do a couple of things.
  1. Check to see if the contact has had any action with the newsletters and if you have called them
  2. Subscribe them to the Monthly Newsletter
You never know when the contact is going to be ready to contact you so it is best to keep top of mind and there is no better way then through email newsletters.

I hope this helps.

C

Charles Brodeur
eCommerce Consultant
BigTurns Professional Services Ltd 
Vancouver, BC V6E 4R1
info@BigTurns.com

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