How can you ensure your organisation remains viable in today’s cutthroat business environment? Successful B2B companies understand how lead generation is an essential part of marketing.
From every list of potential leads, a certain percentage will become actual sales—with the right marketing strategy and pitch. And the quickest way to convert potential business customers into paying ones is by targeting the decision makers in those companies. Executive members of the companies you’re targeting are usually responsible for purchasing decisions. Are you aware of the factors they consider before making such decisions?
We’re here to give you a quick run-down of where you can access information that you can use to compile executive data lists. After which we’ll list some of the factors they prioritise when deciding which company to buy certain products from. Only then can you devise marketing strategies and campaigns that appeal to them so you’re sure they’ll consider engaging your business services.
Contents
Where to Find Executive Information
For effective lead-generation, the idea is to look for reputable professionals to include on your data mailing lists. It’s important that you source your list of executives from authenticated platforms to avoid getting into business with unscrupulous people.
Online
The internet is an ideal place to start when looking for executives to include on your mailing list. Target executives that respond to online product offers. It’s clear such individuals are already looking for a particular product or service that your business may also be offering so the chance of securing a sale is better.
Company Websites
Many professional companies have websites that outline the products and services they offer. Most websites have sections which list the founding directors and other executive members of the company—including their areas of speciality. Simply go on to company websites of your target niche and extract these names and add them to your executive data lists.
Subscribers
Not every executive has the time to subscribe to newsletters of certain businesses—unless they’re really interested in what the companies have to offer. Such executive subscribers are probably involved in the sales function of their organisation and are always on the look-out for new business. So, add these subscribers to your list as they’ve already shown interest in receiving marketing messages.
Tradeshows
Not all business leads are generated online. Sometimes you have to visit physical locations on the ground to get leads. Attending tradeshows and exhibitions is a smart & effective way of discovering potential leads. Many executives who are interested in business development attend these events in their quest to look for new business.
Sponsors
Many companies are involved in different CSI projects where they want to give back to the community. By approaching these industry event sponsors, you’re guaranteed to find a few executives who are interested in what your business has to offer.
Events Registrants
Executives who register to attend events are obviously keen on learning about new products and services different companies offer. Adding these events registrants onto your mailing list is worth considering. You never know; they might just be your next paying customers.
B2B Association Members
If you’re not part of a B2B Association, now is an ideal time to join one. Such associations present a wide networking platform that you can use to identify and generate new leads. By joining a B2B Association, you get to understand what exactly each business offers so you know if certain executives are looking for the products your company offers.
Company Annual Reports
Many companies publicise their annual financial reports as stipulated by their respective industry authorities. Usually you’ll find a list of executives mentioned at the end of these reports. Including these individuals onto your mailing list is quick and hassle free; you don’t need to have any prior conversations with them.
Factors That Influence Executive’s Purchasing Habits
Executives follow certain decision-making processes before deciding on which businesses to buy from. It’s in your best interests to understand what they’re looking for in a service provider to better align your business services with their needs and wants.
When looking for potential business associates, it’s seldom a once-off transaction. Businesses want service providers whom they create long-lasting and mutually beneficial partnerships with. As a result, a few attributes they expect from potential service providers include:
– Professionalism
– Affordability
– High quality products
– Exceptional customer care and business etiquette
– Integrity and honesty
Final Words
If your business has a global reach, make sure you legally compile your executive mailing lists according to each country’s marketing regulations. Either that or you risk a lawsuit for invasion of privacy or spamming. Familiarise yourself with the different marketing laws not only in the country but industry you’re operating in.
And finally; be sure to update your lists at least every six months to ensure data accuracy at all times.
