Are you finding that lead generation services from your marketing and sales development (SDRs/BDRs) teams are not getting the results they used to, regardless of increases in budget? Working with enterprise and SMB B2B lead generation teams over the years, I have seen this becoming an increasing challenge. In this article, I will provide you with one of the most important strategies you can implement to get results in the short term.
To start, it is important to come to terms with the fact that target prospects generally don’t book a meeting or download a free trial without some familiarity and trust in the person and organization they are committing to. Building trust is an integral part of the cycle when creating lead generation funnels. Over the years, the biggest mistake I see organizations make when building these funnels is that they are too quick to ask for a meeting. While a limited number of prospects actively looking for a solution might commit to a meeting or download a free trial, the majority will not until you have established trust with them. You do not gain their trust by pushing them to meet on your first contact.
Target Prospect Market Segments
In an earlier article, “Essential Strategies for Securing Demos,” I provide insight into the best way to understand and segment your potential prospects. It is important to recognize that only a small portion of your target market prospects are ready to make a purchase. The number varies, but it is safe to say 3%. Another segment of your prospects is actively researching potential solutions, but in most cases, this is only about 17%. Based on this, only 20% of potential buyers might be willing to book a meeting right away. The other 80% of the market is made up of 60% who are not problem aware and 20% who are problem aware but have not sought a solution.
So don’t rush to request a meeting. Your team’s first objective should be to establish trust. You do this by providing information that is timely and relevant. I lay this out in my article, “Essential Strategies for Securing Demos and Meetings in a Tough Market.” In that article, I break down the points in detail and provide step-by-step instructions on building a trust funnel with your target prospects.
Marketing Awareness
Distribute commitment-free content that addresses the target’s problems. Use educational content, short-form videos, articles, and top 10 lists to engage the 60% who are not problem aware.
Lead Generation
Deliver value-driven content and free resources like whitepapers, e-books, or video tutorials. Use authority funnels to capture emails and retarget leads with more valuable content. This is where automated lead generation and personalized messaging for targeted B2B prospects come into play.
Lead Nurture
Enroll leads in automated email sequences, providing additional insights, case studies, and success stories. AI lead generation solutions, like Roister’s Messaging Agents, can significantly enhance this process.
Retargeting Campaigns
Use social media retargeting ads to keep leads engaged. This helps increase sales productivity with automation and keeps your organization top of mind.
Demos and Webinars
Host webinars addressing specific challenges and showcasing your solutions. This demonstrates how you can empower your sales team with AI automation and omni-channel prospect engagement tools.
Conversion
Create exclusive offers like free trials or demo sessions to capture contact information. Use personalized email campaigns to invite leads to book meetings or join seminars. Note: Ensure all content pieces have clear CTAs guiding prospects to the next step.
By focusing on these steps, your team can build the necessary trust to move prospects through the funnel, ultimately leading to more successful meetings and conversions
AI-Driven Lead Generation Strategies
Workforce automation for SaaS companies is becoming critical for modern lead generation. Roister’s AI-powered solutions can help:
- Automate sales prospecting and outreach, reducing the manual effort required by your team.
- Deliver personalized, AI-generated content for targeted B2B prospects across email, social media, and SMS channels.
- Build trust by providing prospects with valuable, industry-specific content that positions your team as a helpful authority.
With tools like Roister’s ICP Data Agents and Marketing Agents, your team can focus on higher-value activities like closing deals while automating repetitive sales tasks.
Remember: Timing Is Everything
Building trust takes time, but it is essential for long-term success. Your goal is to create a relationship with your prospects so when they are ready to make a decision, you are the trusted partner they turn to. Whether through AI-powered lead generation, omni-channel marketing automation, or personalized sales outreach, your timing and approach can make all the difference.
About Rob Craig
Rob has spent his career entering cold markets in the U.S. and Canada to establish recurring revenue models and sell SaaS-based enterprise software and AI solutions to Fortune 500 companies and SMBs. He has founded and built four successful, sales-centric tech start-ups, including Stratford Technologies, ActiveStream, 3 Tier Logic, and Roister.
Enjoy more sales automation strategies, lead generation tips, and ideation on the Resources page of our website here: www.roister.ai