subject: Online Lead Generation: Can It Work For My Business? [print this page] Business-to-business service providers have a wide range of tactics they can use to acquire new clients or customers. Direct mail; cold calling; TV, radio or print advertising are all ways in which B2B services acquire new customers. In the previous ten years, the Internet has come to be one more strategy to enhance business, via advertising, website optimization and on-line lead generation.
What is Online Lead Generation? Simply put, on-line lead generation automatically sends information on prospective customers and their service needs to your e-mail inbox or to a website account. Internet services like ProcureAPro.com provide your business with an account where you are able to upload your business profile, location, hours of operation, client testimonials, and licensing information. Possible customers fill out a form on the internet with their requirements for what type of service they need, that potential client is matched with B2B providers for that service in their local area (or nationally, if the situation warrants), and the client's information is e-mailed to the matched B2B providers.
What Type of Information Do Potential Customers Provide? When a possible client fills out a form to request B2B services, they provide their name, telephone number, location, and kind of service needed. Based on what kind of B2B service the client wants, they might supply much more detail, including when they require the work completed; their target audience (for marketing services); the size of their staff (for human resources along with other business services); technical requirements; the size of their office space (for furniture and other facilities services); and much more.
Can On-line Lead Generation Work for My Business? Mark Shulimson, manager of ProcureAPro.com says "We use a number of both automated and human quality assurance checks to ensure the quality of our requests." While receiving a lead from a possible client is a major part of the equation, salesmanship is necessary. How you approach the possible client when you contact them is a huge factor in whether or not you can convert a lead into a customer. "As soon as you receive a request, actively following up with them is key. Do not be passive, do not let e-mail do the work for you, pick up the telephone and make your presentation in person", says Mr. Shulimson. "Give possible clients reasons to hire you and a sense of urgency. Why should this client act now? 'I am usually booked but have an opening in my schedule this week'." Be certain that the individual who contacts possible clients knows your business, pricing structure, licenses, experience and availability.
What Will it Cost Me? Fee structures for online lead generation service differ widely. Fees also differ depending on what type of B2B service you offer. "Even so pricing is structured, you need to look at the Return on Investment or ROI. At ProcureAPro, our vendors setup a monthly budget. Say, for instance, $100 budget for lead generation. At the end of a specified time period, answer the question I spent $100 did I receive $100 worth of value? Most of the time, the answer is going to be yes!"
The main point here is that online lead generation is a cost-effective tool that could help you gain much more clients. Using online lead generation in conjunction with traditional marketing techniques might help you construct a string and success B2B service business.
