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How to do Prospecting at Business Events – A Three Phase Approach

How to do Prospecting at Business Events – A Three Phase Approach

Nishi Kanth

Nishi Kanth

Product Marketing Manager and Prospecting Expert at eGrabber Inc
I am an expert in social lead generation and social media prospecting. I use and market tools and can help sales and marketing professionals in targeted prospecting for improved responses and conversions.
Nishi Kanth

Business Events are great platforms to foster new relations and nurture the existing ones. Leverage them effectively.

One of the key components of the Annual Marketing Budget of any organization is participation in business events. Tradeshows, exhibitions, conferences, seminars; all these fall into this category. Business events are great platforms for companies to tell the market about themselves. They present to you an opportunity to interact with your prospects (decision makers), study your competitors, establish new partnerships, meet your existing customers, compile your sales and marketing intelligence and most importantly understand the changing landscape of your target markets. Sales and Marketing professionals will, however, agree that sales prospecting at business events is the top most objective for them because that alone will result in quick revenue. The other activities are important mainly from a branding and relationship management perspective.

Business events can be revenue aggregators, if planned and executed properly. However the flip side is the costs associated; Exhibiting / Sponsor costs, collateral costs, travel and accommodation costs and much more.  This actually means that your participation in any event is fruitful only, if you are able to create a healthy prospect funnel out of every event that you plan to attend, which will result in improved ROI.

Here is a three phase approach that is recommended for every professional who wants to make the best out of any business event

Prospecting Before the Event

“The Key is to build B2B Contact Lists”

One of the key things for any business development professional is, to have a calendar filled with appointments with your prospects. Every event will have a dedicated portal, active for a few months, before the event where in the list of participating companies will be made available. You must build the entire B2B contact list and identify the “MUST MEET” companies at the event. If you are lucky, you may also find the names of the representatives of those companies. If you notice that the representative is the decision maker you wish to meet, you will need to make an appointment via email or phone. That way you have fortified a sales prospecting opportunity. In case you only have the company’s name, you can use LinkedIn to identify the decision maker within that company. You can check with the decision maker if you can have a meeting at the event or ask for reference for the meeting with the representative. Read my blog on Engaging C Level decision makers on LinkedIn

Another important step is to run a campaign to all your prospects informing them about your presence. You need to tell them your location and invite them to meet you. Email marketing, tele- calling, banner advertisements and so on could be some techniques. Another method is to direct message your decision makers on LinkedIn.

Prospecting During the Event

“The Key is Prospect Research”

The major challenge during the event is that the time to speak to your decision maker / prospect is extremely limited. More often than not, you will find people waiting outside the booth for you to finish the meeting. After all, no one would want to let go off such an opportunity. One of the key things that will make your meetings more meaningful is when you so a thorough prospect research well in advance. You need to equip yourself with as much information as possible about your decision maker before the meeting. To put it simply, you must have a 360 degree view of your prospect. It would be a very good idea to start the meeting saying “Hey, I read your blog post on managing sales pipeline. I think it was pretty impressive; I second the point where you spoke about targeted lead generation. I am here to talk to you about this. My software actually eases the process of lead gen and helps you in targeted prospecting”. For tips on knowing more about your prospects, Read my blog on Effective Prospect Research

Post Event

“The Key is Planned Follow Up”

Lot of sales professionals do an extremely good job in generating warm leads during the events. However the percentage of conversion is usually not as expected. One of the primary reasons is insufficient follow up. You need to understand that even for your prospect; the excitement pertaining to the event fades away once he is back to work. It is your job to remind your prospect of what was discussed and move things forward. It is very unlikely that your prospect will come back to you saying “Hey, nice to meet you during the XYZ event, I wish to purchase your software. Here is the purchase order”.

This will not happen. You need to follow up with your prospects. Another aspect of sales prospecting is touching base with those prospects that you never got to meet during the event. Most of the trade shows make directories available to you (some of them charge you, worth the spend). Buy one such directory and contact the other prospects whom you have never got to meet. Email or call them and refer the event as a talking point, “Hey I was there at the XYZ event, but could not catch up with you, I think you would be interested in learning about our unique social prospecting tool, can we talk?”. View our webinar on Prospect Follow Up

The Smart Way

We have a sales prospecting software called Account-Researcher which eases the whole process of prospecting for events that you attend. Our tool helps you in getting the list of emails and phone numbers of your prospects. By generating such lists, you can easily set up prior appointments over email or phone campaigns. Moreover, it gets you the 360 degree view of our prospect, their website, social presence, LinkedIn information etc which you can use to strike our conversations with your prospects. Post the event, you can use the same tool to build the B2B contact lists of other prospects whom you may have missed meeting during the event.

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How to quickly build your B2B contact list

How to quickly build your B2B contact list

Whether you want to let your prospects know about the new product launch or a free webinar or about a cracker deal, it all starts with a targeted B2B contact list.

How to build your own business contact list?

Renting or buying B2B contact lists might seem to be a quick solution but it has its own shortcomings. You got to first find a reliable list vendor, you got to pay per contact and chances are more you might use the same list as your competitor.

Experts advise that building your own B2B contact list is always better than buying lists from vendors. Here are 3 reasons why you should build B2B contact lists. You can:

  1. Target specific companies/people profiles from niche markets.
  2. Build an accurate contact list and achieve more ROI.
  3. Reach more number of targeted prospective buyers and improve your sales conversion rates.

Apart from the above, building your own B2B contact lists provides you with a lot of other advantages as well; but it also involves a lot of effort and time. You got to spend countless hours on the Internet to manually build a targeted & accurate B2B contact list. And, this is why many prefer to buy lists rather than having to build one manually.

LeadGrabber Pro is a B2B list building software that helps you to quickly build fresh B2B contact lists from the websites, professional & social networking sites and online directories in no time.

Just search for the targeted audience on professional networks and filter the results based on your criteria. The results are displayed.

With a click of a button, LeadGrabber Pro copy-pastes the search results into the grid.

What’s more? LeadGrabber Pro also appends verified business email addresses of your prospects.

Your B2B contact list is ready in no time!

LeadGrabber Pro helps you to jumpstart your marketing campaigns.

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How to Build B2B Companies list with Contact information

How to Build B2B Companies list with Contact information

Experts always advise to build your own lists. To  build B2B companies list with contact information, you have to first identify the industry, then the companies in that industry, followed by shortlisting those companies that meet your criteria (revenue, number of people, location and so on), and finally identify the names of decision makers along with their contact details. You can easily imagine how laborious and time-consuming this task is.

For example, if you want to build a list of 1000 companies you need to spend several hours or more on the Internet. This is where a B2B list building software such as LeadGrabber Pro can be handy.

LeadGrabber Pro is a powerful B2B lead generation software that helps you to build B2B companies list with contact information in no time. The B2B lead generation software enables you to build B2B companies lists from social and professional networking sites based on the industry, location, company size, revenue, etc.

Once you have the B2B company list, the software enables you to find top decision makers in those companies in a click.

For example, if you want to find CEOs of those companies, the B2B lead generation software helps you to easily and effortlessly find people with CEO titles.

append decision makers in a company

What’s more, you can even append business email address and phone numbers of decision makers as well.

append decision maker email and phone

The software performs deep-web searches and finds verified business email addresses and phone numbers of decision makers.

Once the B2B company list is ready, you can transfer the list to Salesforce.com, PCRecruiter, ACT! and your Excel spreadsheet in a single click.

LeadGrabber helps you to easily and effortlessly build B2B companies list with contact information. It helps you to save a lot of your time and focus more on reaching your prospects.

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