April 19th, 2012
It’s undeniable that B2B leads (such as those for accounting) are hard to come by compared to the large haul brought in by consumer-targeted marketing. Then again, it’s because you don’t really need a large haul as much as you need to catch something really big.
Speaking of which however, in what ways can accounting firms like yours attract the needed attention and interest of possible business clients? Advertising comes with its unique set of different techniques and mediums but does B2b lead generation have its own?
There are several but there are two that are most commonly used: online marketing and telemarketing.
Online marketing is somewhat more similar to its B2C counterpart only that the websites, emails, and SEO efforts are specified towards people in a particular position (for accounting, it would be executives and managers in charge of handling company finances).
Telemarketing on the other hand is significantly different. B2B telemarketers are not so much pushy salespeople as they are information gatherers and dispensers. They call you to ask questions or make small announcements that they think might be relevant to the decision maker.
Both methods however are met with popular obstacles. For online marketing, spam filters can serve as one and for telemarketing, you have DNC registers (especially in countries like America, Canada, and Australia). So exactly how do accounting groups overcome these obstacles when they’re looking for something like Canada sales leads?
A simple solution is to merely have one bypass one for the other. Online marketing helps attract attention without intruding on anyone’s phone and gives interested decision makers the call they need without dealing with a spam filter. This just one solution in fact but so long as you have the will there will more ways.