3 min read

The ABC's of B2B Lead Generation

Oct 4, 2019 1:42:28 PM

ABC! Always. Be. Closing.

The legendary Glengarry Glen Ross movie gave us the framework in the early 90’s that inspired a generation of eager salesmen and women to be in the mindset of closing deals by any means possible.

As we enter the last few months before 2020, the mindset stays the same, but the tactics have changed. No longer do we browse through endless pages of the yellow pages to find prospects with Google and Linkedin just a few clicks away.

We can send a text message, email, or DM of your social network of choice before picking up the phone and talking to our prospects. (Though there is still a time and place for cold calling!)

Always Be Prospecting

Alec Baldwin scolding an employee

One of the best pieces of advice I received as a business owner is to set aside 1 hour a day for prospecting. Salespeople will do whatever they can to avoid prospecting. It takes patience, research, and dedication to keep that pipeline full.

I personally set aside 1 hour a day first thing in the morning. My daily prospecting routine consists of researching companies I’m interested in targeting, drafting cold emails to prospects, responding to potential hits, and having actual phone conversations from time to time.

During that hour of prospecting, you will be in a constant battle to avoid distractions. Turn off your phone and avoid any social media notifications. Consistency is the key to creating new deals through your prospecting efforts

Always Be Relationship Building

Alec Baldwin and Kevin Spacey in Glengarry Glen Ross

If you asked failed entrepreneurs what their biggest learnings were, one of the top things they tend to mention is lack of networking. We spend so much time with activities like building our products, going after whales, and managing our website that we can forget to build lasting business relationships.

I scour Eventbrite and Meetup at the beginning of the month to find local events relevant to me. While I might not attend everything, I keep a calendar of interesting networking events I’m interested in attending.

Relationships take time and a genuine interest to build. The ROI, however, is infinite!

Always Be Producing Content

Alec Baldwin holding up a knife set.

If Content is king then frequency is queen. The mediums in which we digest the wide array of options has changed drastically.

I remember the heydays of newspapers where I’d eagerly steal the Sports section before my dad got his hands on it. I’d read all my favorite statistics and then look at all the job ads in those perfectly shaped squares. Later in the day, I’d get hit with a few commercials on television before changing the channel, and maybe some radio ads in the car. Am I dating myself here?!

Today, social media, email, blogs, podcasts, online video, banner ads, and more compete for our short attention spans. The mediums to invest in content creation can be overwhelming

Where should I produce content?

Choose the channels where your MOST targeted leads live and they’re MOST likely to consume the content. For us that is Linkedin, Email, and blogging. If you’re in eCommerce, for example, your customers might live on Instagram, TikTok, or Youtube. Know where your leads spend their time and double down on those channels.

Always Be Learning

Alec Baldwin going over the ABC's of selling

Lifelong education is a mindset. Those who know their weaknesses and continue to improve will WIN.

Many of us finish school and never want to look at a book again. This can be a HUGE mistake for your career. Everything about our industry is changing at a rapid pace. From inside sales to marketing, organization, technology, and more. Your company expects YOU to be on top of industry specific changes and continue to do less with more.

There is always something new and exciting to learn out there.

  • Don’t like reading? Try listening to a podcast on that long drive to work
  • Prefer hands on instruction? Take a 2 – 3 day Sales Course.
  • Want to exchange ideas with other like-minded people? Attended an industry event or webinar
  • Love reading? READ MORE!

The ROI of continuing education is infinite. Invest in yourself and win big!

Written by Jason Boehle