Success in B2B starts with having a good strategy. But all too often "strategy" is just a bunch of MarCom "tactics." A good strategy starts with understanding market needs, positioning and value.
When it comes to sales, the problem isn't just knowing who needs your product, it's also knowing when they need it. MindReader can tell you when to call, not just who to call.
Getting in the door is the critical path item in B2B sales. Because, while it's true that "nothing ever happens until somebody sells something," it's equally true that "no one ever sold anything until they got in the door."
A hundred years ago John Wanamaker said, "Half my advertising budget is wasted; the problem is that I don't know which half." Today, with all the options available for lead generation, and all the clutter in the media, it's easy to waste your entire marketing budget - and quickly go out of business.
But at LeadGen.com, we can fix your "Waste" problem - so you get the results you need, at a price you can afford.
Simply put, "waste" in marketing is paying to promote your products or services to people who don't need them. For example, ads that are shown to non-users are waste. Clicks by tire-kickers are waste. Page-views from bots are waste. Cold calls to non-decision makers are waste. Content that's not read is waste. Emails that don't get opened are waste. And networking with people who can't or won't buy are waste.
All of them cost money - often, a lot of it. And none of them pay off.
In terms of impact, "waste" wastes time, it wastes money, and it wastes opportunity. It diverts resources that could better be used elsewhere. It creates openings for your competition. And it destroys your Return on Investment.
To be sure, almost every marketing tactic you can think of entails some waste; it's inevitable. In fact - and ironically - media companies often force you to buy names, exposures and traffic that they readily admit you can't use. But some techniques are far worse than others, with many inbound and email programs often approaching 100% waste.
"Waste" in Marketing
As you can see in the image above, the problem is that the media is set up for you to spend money to promote your products or services to people it can reach, instead of promoting to people who have a need for your products. And this creates lost opportunity, and failure.
Ultimately, avoiding waste is all about targeting. But it's not as simple as buying a better list, or choosing a different media package. Avoiding waste itself takes time and costs money. It may take market research. Or it may require complex data mining. But the payback is often spectacular, with 10:1 reductions in cost-per-lead, and 4:1 improvements in close rate, not uncommon.
At LeadGen.com we understand what causes waste. And we understand how to reduce, or even eliminate it, from your marketing program. So you can get the ROI you need.
All you need to do is ask for help.
Stop wasting time and money. If you have a Marketing or Sales challenge, and you want to close the gap between "where you are" and "where you want to be," call LeadGen.com today. We can help.
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