B2B Lead-Generation Success

The Formula Of The Four Multiples - My father used to say, “If you live long enough, you see history repeat itself.” After 30-plus years as a B2B marketer, I can attest to the wisdom of his adage as it applies to lead-generation success. It has become clear that regardless of the vertical industry, product or service being marketed, decade, price point, or length of the sales cycle, the basic formula is the same. It’s what I call “the formula of the four multiples.

Multiple Individuals
By its very definition, B2B marketing involves getting your message in front of individuals who work at organizations. And these individuals work with other people at their organizations. Some of these people have authority and/or influence over making the decision to purchase what you’re marketing, and some do not.

These co-workers communicate and influence one another and often come to a consensus about making a purchasing decision together. 

So as a marketer involved in lead-generation activities, it’s incumbent on you to touch as many people within your prospect organizations as possible to not only ensure that you touch the right decision-maker, but to ensure that if there’s a show of hands around the table when making the buying decision, you’ve already touched everyone in the room.

Multiple Levels
These decision-makers and influencers have specific roles, responsibilities, job functions, and job levels within their organizations, and they operate within the hierarchy that exists at their organizations.

Some people manage and direct the activities of others. Some report to and are directed by others. Delegation of responsibilities takes place from managers to subordinates–and common among the tasks that are delegated is performing due diligence on new purchases.

A thorough lead-generation plan needs to direct efforts not only to the executive who could be the eventual decision maker, but it needs to place your message firmly in the path of the foot-soldier a couple levels down who might  be researching and developing the short list to be handed to his boss.

You never quite know at what level influence (or filtering) will be exercised, so be sure to reach out to all that make sense.

Multiple Channels
Individuals have preferences and habits that have been developed and engrained over time. Among these are marketing channels that they pay attention to and engage with–and these are highly personalized.

Bob might never read an inbound email or attend a webcast, but he reads trade journals and whitepapers religiously.

Kristen rarely if ever clicks on an online display ad or listens to the radio, but she’s forever using search engines and clicking on search ads. Jim might not engage in social media or open his direct mail, but he attends two or three trade shows each year.

Which of these individuals is the decision-maker? An influencer? A savvy lead-generation strategy involves participating in as many different channels as possible to ensure that you’re touching these individuals where they are active, and where they are paying attention. Otherwise you’ll be speaking to an empty room.

Multiple Touches
Finally, people only have a certain amount of bandwidth. They have lots of priorities on any given day, and they have more time and more receptivity to absorb marketing messages on some days than on others.

They also get sick, take vacations, and travel on business–all of which limit the ability of your expertly planned, finely crafted lead-generation efforts to reach them.

So no lead-generation campaign should be executed just once because invariably some percentage of your target audience will not be listening. Touch them again and again as ethics and common sense dictate.The second or third time is often what it takes.

Obviously, each of the four multiples include their own formulas for success at a more detailed level, and every lead-generation campaign exercises some pure “branding” influence in addition to its production of leads.

But the formula of the four multiples is an excellent barometer to gauge your current lead-generation activities, enabling you to make adjustments that should lead you to produce your own repeatable history of success.
Source: Bill Muller

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