It’s 2022, and customers are more demanding than ever. Today’s prospective customers expect their vendors and sales representatives to be educated on their needs and available when needed. They expect to have exceptional customer experiences.
B2B industry experts have long known that delivering exceptional customer experiences is essential for successful sales. However, today’s customer responds best to experiences that are personalized, educational, and transparent. Incorporating these features into a company’s lead-generation strategies is more critical now than ever before.
Use Lead-Generation Tactics To Improve Customer Experiences
To meet customer expectations in 2022, sales managers must review their current lead-generation methods and explore ways to make them more appealing to prospects.
All steps within your lead-generation process should be evaluated for opportunities to improve your customer experience delivery. However, some of the most crucial areas to focus on include:
- audience identification
- understanding a customer’s pain point and a product’s resolution opportunities.
- initial outreach processes
- lead-generation efficiency
In this article, we’re exploring how B2B sales teams can use their lead-generation tactics as a resource for delivering customer experiences of the highest level.
Identify Your Audience
Before you can get your customers’ attention, you have to know who they are and how your team can provide value to their business. When a business manager seeks customers with select needs, it’s imperative they understand who their customer is and what pain points their product can resolve before approaching them.
For this, well-nuanced market research is required. This is because the more knowledge you have of your ideal customer’s needs, the better able you are to deliver an impressive, customized experience.
At Lead Generators International, we help our clients understand their ideal customers by using highly personalized and targeted research methods. This is part of our extensive lead-generating services used by several of our enterprise-level clients, including UNIGLOBE, Salesforce and IBM.
Research Your Ideal Purchaser
Once you know who the ideal customer is for your business or product, take the time to learn about the people with purchasing power.
For instance, let’s say an insurance company has a new product for companies within Ontario’s health care industry. They’ve chosen to generate leads for this product by contacting as many employees in the province’s health care industry as possible through a cold-calling campaign.
However, this strategy would be effective only if the insurance company’s target audience is managers in Ontario’s health care industry. If their lead-generation efforts focus on reaching out to industry professionals without purchasing power, such as doctors or nurses, they would likely not receive a positive response, because those individuals don’t have the purchasing authority that managers do.
Avoid Oversimplifying Your Research
As seen in the above example, oversimplifying your customer profile can negatively impact your delivery of a positive customer experience. When generating leads, connecting with the wrong prospect can prove to be more damaging than not reaching out in the first place.
In addition to wasting valuable time and resources, this approach could potentially diminish the insurance company’s reputation for delivering exceptional customer experiences.
When helping our clients identify who their customers are and where to find them, we incorporate research methods that generate accurate and timely information. Some of our trusted approaches include:
- Cold calling
- Telemarketing surveys
- Database curation
One LGI client taking advantage of our database curation services had this to say about their experience with our customer research services:
Our expectation was that LGI would contact a segment of our brokers to collect information and determine their interest in a new product opportunity. Our expectations were exceeded; we couldn’t be happier with the outcome of this campaign.
– Sarah Jemmet, Royal & Sun Alliance Insurance
Reach Out Respectfully
Sales teams should remember that their lead-generation process is the first impression a customer will have of their company. This is why contacting prospective customers should always be done in a way that provides the prospective customer with an exceptional experience.
Outsourcing the critical, first-contact step of the business-buyer relationship journey can be daunting. However, if you partner with a reputable lead-generation services firm, you can be confident that your customers’ experience will be positive and handled with the utmost respect and care.
Hiring a lead-generation company, such as LGI, with a proven track record for providing amazing first-point-of-contact experiences for a business’s prospects is beneficial. It allows sales teams to focus on nurturing existing customers and established leads while being confident that qualified appointments are being set and their prospective customers are cared for.
Improve Your Customers’ Experience With LGI
LGI has over 30 years of experience helping clients generate new leads and helping clients to generate new leads and to improve customer experiences. We have the research methods and people in place to help your company deliver on its customer experience goals. Contact us today to discuss how we can help you reach your target audience, connect with qualified buyers, and improve your customers’ experience.
President, LGI Sales & Marketing Group Inc.