There are countless ways to grow your business! And it probably takes more than two of them to succeed, so what could we be talking about here?
Growing a B2B business starts with a net new client premise. If you own the business, you’re probably thinking a lot about how to grow it and maintain steady growth. I bet you have a few key prospects in mind and are thinking about when you might call them. When one of them calls you, you’re giddy!
Don’t worry, this isn’t about cold calling vs inbound marketing.
During a recent meeting, my colleague Matt Barden from Industrial Marketing distilled business development down to its essence and I may be paraphrasing. “New business comes in two ways; making calls or getting calls. You call or you get the call.” In both cases, the sale is up to you. Simple maybe, and simple is what works! I can’t count how many cold calls I’ve received from marketing automation companies in the last year but it was at least 5 or 6 and they all tell me they do it because it works. Ironically, their services promise more warm leads with fewer cold calls.
As a potential reseller, I’m a good target for their calls so I expect and welcome them.
This is not about cold calling nor is it about getting back to basics. Rather, you need to start thinking about having the data/intelligence to make really effective outbound calls and get well-qualified inbound calls as well. Then your firing on all marketing cylinders!
Create and Use Intelligence!
You can have realtime market intelligence coming from individuals at known companies that tell you when to call the prospect and what they’re interested in. At the same time, you’ll be receiving inbound calls and leads based on your strategic online campaign that’s bringing intelligent content to your target audience.
Hopefully, you’ll close more deals when that happens.
The Digital-Human Nexus
Here’s the crux of it all. Boatloads of people are online right now either searching for products and services related to your business or they’re passively educating themselves on personal and work-related topics. They really want to find that ideal solution online and when they find it, they want you, a human being to help them get exactly what they want.
Small companies that decide to step it up with integrated search and content marketing campaigns tend to up-level their businesses faster than they expect.
When you discover the abundance of the realtime, electronically-connected marketplace, you can’t wait to get your message circulating in it. You want to personally connect with all those business prospects who are online. You can actually witness the digital-human nexus and experience it with a voice conversation once your communications jump from the screen to the phone or a meeting place.
Moving Out of the Desert
If you want to move your brand from nowhere land to the bustling bazaar of daily commerce, you’ll need to make a modest to perhaps moderate investment in a couple of digital platforms that will support your organic website – the hub of your brand. Costs for these services have settled at reasonable rates and the tools work better than ever! The best thing? Everything is fully transparent, measurable and accountable. You’ll be in the know!
You can see your investment working (or not) without any smoke and mirrors. In other words, your marketing team won’t be using dubious analytics and vague forecasts. They’ll be giving you qualified sales leads and you’ll be measuring new business results from your campaigns. You’ll know the real bottom line.
Double your Sales Pleasure!
Do you want to grow? Call or be called. Better yet, make great calls and get great calls too. When your campaign is set up and integrated, all you really need to do is have the conversations that close new business.
If you have questions about how this program can help you grow your business, feel free to call us at 603-345-7223.
