Hot To  Determine Success of SAAS Companies Lead Generation

Hot To Determine Success of SAAS Companies Lead Generation

Marketing Strategies for SAAS Companies Lead Generation

Software as a Service (SaaS) is a popular implementation of business management software and is widely used by consumers. SASS model represents lower month-to-month costs, which allow organizations to have access to powerful software without  a large up-front investment. Prospect Solutions’ Vtiger CRM is a good example of SAAS.

Without ROI focused  marketing and lead generation strategy this model can be an accounting nightmare for growing SaaS companies. Because of huge up-front investments, support and maintenance the early trickle of revenue can be not enough to sustain operating costs.

In order to get past first growing pains and continue to scale, SaaS companies need a healthy supply of new customers. The biggest metric for determining how healthy the supply is not monthly sales, but lead generation and sales pipeline monitoring. In fact, lead generation for software companies is the single most important facet of helping SaaS companies grow and prosper. (more…)

What is your Marketing and Lead Generation Maturity Score?

What is your Marketing and Lead Generation Maturity Score?

 

What is Your Marketing Maturity Score?

I’ve been a marketing strategist and a campaign manager for over 100 B2B clients and owned a Canadian-based lead generation agency for over 13 years. Utilizing this experience, my team and I have developed a marketing maturity scoring system for our prospects and clients. This system allows us to forecast the success of each of our client’s campaigns and the return on their marketing investments.

Our marketing maturity and lead generation client scoring system is based on six primary criteria:

1.     Understanding your market:

How well do you and your employees understand your market? Who are your customers? Why do they buy from you? Where are they located? What priority do your products/services take in their daily life? Who are the stakeholders? How do they make decisions? Are they end customers or resellers.. and many others.

2.     Branding and messaging:

Modern marketing is 100% content driven. If you know your customers well, you can produce great offers, telemarketing scripts, websites, social media posts, white papers, etc. The history of your content creation and distribution activity is very valuable. How much do you value your content? Do you believe your customers read it and benefit from it? Do they share your content? Do they click on your Call to Action links?

3.     Marketing Strategy:

Do you understand the difference between marketing strategy and individual campaigns? Do you have a long-term integrated marketing vision and lead generation strategy, or do you keep throwing money into individual marketing campaigns here and there (telemarketing, blog, a website, a brochure, etc? )

4.     Measuring results:

Have you defined your lead generation activities’ Key Performance Indication criteria (KPIs)? Are you familiar with your website analytics? Do you track your SEO rankings monthly? What are your content distribution and social media results? (Clicks, shares, engagements, etc.)

5.     Technology:

Are you using technology to connect your company with your prospects and customers? What is your experience with CRM, process management and communications management? What are your sales channels reporting, and do you have feedback systems?

Investing in lead generation without proper technology is like navigating savage waters in total darkness. You may survive it, but most probably, you, your investments and your assets will be badly damaged.

6.     Monetization:

From our experience, the lower our customer’s marketing maturity score, the more importance they put on monetizing their short-term marketing and lead-generation campaign. Many B2B business owners still believe in a direct correlation between dollars invested in a single movement and dollars received in corresponding sales contracts. In our experience, these expectations are often primarily unrealistic.

When you know your marketing maturity criteria, try to calculate your score, giving each category a score from 1 to 5.

For example:

  • How well do you understand your market? Your score: 4 Great!
  • Is your company branding defined, integrated, implemented, sufficient and across multiple platforms? Your score =3? Good for you!
  • Do you have a long-term marketing strategy with a calendar of events, campaigns, and activities? I hear 2? Wonderful! Great start!
  • Do you use marketing technology outside your MS Office and Outlook tools? Yes? You are a rock star!
  • Are you making money from your marketing campaigns and communications? Give yourself 5!

Are you laughing yet? Let’s get serious: It is rare when a small or medium-sized company can achieve a higher marketing maturity score without the help of a marketing consultant or an outside marketing agency. Business owners often confuse marketing strategies and marketing campaigns. Instead of creating long-term marketing strategies, calendars and budgets, they hire multiple providers to manage their marketing and lead generation activities (website design, SEO, social media, telemarketing, etc). These investments often bear no results because their efforts are not integrated, measured and planned. We advise hiring an integrated marketing agency rather than hiring a specialist. This will save you money and frustration for years to come.

 

Inbound or Outbound? Deciding On the Best Marketing Strategy for Your Company

Inbound or Outbound? Deciding On the Best Marketing Strategy for Your Company

Inbound marketing has transformed the way businesses use the internet, but more familiar outbound strategies still have their place. For businesses trying to generate quality leads and build sustainable growth consistently, knowing which strategy will maximize return on investment is vital. The truth is that a mixture of both is usually best, but how that mix is determined comes down to the brand’s size, goals and services.

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How Lead Generation, Marketing, and Sales Success Depend on Your CRM System:

How Lead Generation, Marketing, and Sales Success Depend on Your CRM System:

Why Your Organization Needs CRM System?

To function successfully every organization needs to generate leads for their sales people. A constant intake of new prospects and customers ensures stability and profitability of the business enterprise. 

However, lead generation and obtaining new prospects is not simple and it is not cheap. It includes multiple activities such as; identifying, connecting, contacting, monitoring, engaging and converting suspects to qualified leads and qualified leads to customers. 

Let’s explore the effectiveness on this process in relation to your CRM system:

Step 1: Develop strategy, budgets, timelines and goals:

Suppose that your company decided to implement a modern lead generation process by hiring a lead generator or employing a lead generation company: We always suggest you hire professionals or get a marketing consultant to build and monitor your lead generation strategy and implementation.

Step 2: Market Research and Identifying your target market:

Locate suspects, individuals or businesses which may be in need of your products or services.

Step 3: Database, Database and Database:

Obtaining, or building the database of suspects: You can purchase a list of prospects which meets criteria of your target market or build it by using LinkedIn and other social media, business networking, and referral networks. This is where the importance of your CRM system comes into place. A CRM system will allow you to classify prospects based on certain criteria which you would like to keep track of over time.

Here are some examples:  First name, last name, company, phone, email, first contact, next step, uses the product, LinkedIn connection accepted, introduction message delivered (email, LinkedIn, Google Plus, telephone call), initial response, lead status, etc. 

The ability of your company to track and manipulate these fields of information will insure transparency and the success of your marketing process.

Assume that you start this process in Excel or Google Docs. It may be sufficient at the beginning, but very soon the spreadsheets will become unmanageable and ineffective. You will feel buried in the of information you are collecting.

But wait, here it comes: Step 3: Converting and monitoring:

In sales, being in the right place at the right time is critical; you missed it? You lost it. Without an effective CRM system you WILL be constantly losing this point in time and your investment in generating leads, social media, telemarketing and other activities will go wasted.

CRM technology may seem complex, expensive and hard to implement and learn, but it is essential you invest in this technology for your business to succeed. With open source technology there are many products which are affordable, customizable and very effective.  Products such as Vtiger CRM do not require individual licensing fees and are easy to implement and use. Do your research and hire a local CRM company to implement a CRM that suits your needs and budget.

Is telemarketing lead generation a waste of time?

Is telemarketing lead generation a waste of time?

Telemarketing is NOT Waste of Time

There is a lot of buzz in the market about the effectiveness and viability of telemarketing lead generation methods and techniques such as outbound telemarketing, cold calling, business networking and door to door. There are many so called ” experts” stating that ” telemarketing is a waste of time” and ” outbound sales is dead” and ” sales profession will instinct by the  2020″.

All these messages are very confusing for business owners, marketers and sales professionals. Living in the age of instant gratification and high expectations, minimizing expenses,  and shrinking marketing budgets, we are often not willing to accept that business and relationship development takes time and a lot of effort.

Numbers Game is Still On

The old mentality that sales are ” numbers game” is still alive and active. I recently had a client who stated that his product is such in demand that prospects are waiting for him to call. I was skeptical first, but when we launched the campaign and got 6 appointments in a first week of the project, I realized that he is right! His product is in high demand! But I was amazed then the same guy wanted to close the project after the first month, because ” the results are not enough”. He simply didn’t want to continue unless marketing is 200 % ROI and profitability.

These situations are not uncommon.

It is rare that our clients’ products, or services are in such a demand when “people are waiting for them to call”. The reason that we have high standards of lives and access to quality of products and services is that the supply exceeds demand. We have to work hard to win over competition and prove their value to our prospects and customers.

Telemarketing Alone Is Not Enough

To prospect effectively, we need to engage multiple marketing channels in order to build qualified telemarketing lead generation lists, such as LinkedIn, Facebook, business networking and online advertising.

In order to achieve high ROI on telemarketing lead generation efforts, we need to apply well though and well executed strategies. We need to train our telemarketers so they communicate with friendly and informal human style and language, rather than pitching scripts. It is not how many calls and conversation they make, it is about the quality of these conversations and the value of information which is communicated.

I totally agree that it is time to return ” human” to business telephone communication, ” social” to social media and ” public” to Public Relationships.

So, to answer a question if cold calling, telemarketing and sales’ dead, I will say No. It is not dead, it will never be dead, as will never be dead human interaction and human factor in business. It is total nonsense! Telemarketing is one of the most effective ways to connect with a prospect BUT it needs to be an authentic reason to connect to make this effort successful.