What works when selling to marketers? [B2B Infographic]

Insights on the best times to follow-up on leads in B2B marketing

Here's a summary of research specifically of interest to readers selling to marketers, but also relevant insight on best time for follow-up for B2B marketers selling technology to other professionals.

Traditional lead generation techniques work well when selling marketing technology to marketers - it's not seen as 'cold calling'. According to Jenny Vance, President of Leadjen 'Marketers wear many different hats in their organizations: social media, events, public relations and advertising, to name a few. It’s no wonder they are bombarded with sales messages. When done properly, traditional lead generation efforts to marketers can be very effective in driving sales appointments and revenue.'

Leadjen has backed this up with their study from 2010-2013, to look at best prospecting practices to Marketers, and traditional lead generation techniques. Leadjen made over 1 million calls and email contacts across more than 20,000 conversations. It resulted in more than 830 qualified appointments and generated $4.8 million revenue.

Their white paper and Infographic below shares best proven practices which are centred on outbound campaigns and timing:

• Follow up calls on those who initially showed no interest, can still generate 13% more appointments.
• First call is key - 13% of appointments can be scheduled in the first conversation.
• Mid-week is a good day for scheduling appointments, in particular on a Tuesday.

I would add these tips, based on my own experience of initial outbound calling for prospecting and selling:

• Research your company and contact first, so you have a 'hook' and ensure the first call is relevant. Used Social media and websites so your recipient knows you have taken the time to understand them and their business.
• Don't go straight for the sale. Introduce yourself first and then ask if they have time to talk, it may be better to schedule an appointment so you are not seen to be 'too pushy'.
• Follow-up your call with an email, regardless if they are interested or not, and use a branded email template so it looks professional.