Acclivis Power Cloud, an IBM business partner, came to us to generate sales appointments. What did they give us? The names of 609 companies based in Singapore. No contact information, no database and zero resource to populate or make cold calls.
Since we were to curate and qualify leads, the question of quality versus quantity was inevitable. Surveys by B2B Technology Marketing Community and Ascend2 concur that the number one challenge B2B lead-gen marketers face is finding quality leads over quantity. Many companies fail to create a distinction between both, confusing volume with a greater likelihood of success. While quantity and quality could go hand-in-hand, quantity does not necessarily correlate with quality. Blind leads could take your team wildly off-track and waste valuable resources. Focusing on quality leads right from the get-go results in better conversions.
To narrow down the massive task of identifying leads, we had to balance both sides of the equation: quality and quantity. Since we didn’t have any leads, we didn’t have access to consumer data that would make it easier to filter out low-quality leads. It was a challenge to our investigative research skills as we set about curating leads. We used a clear process to avoid being blindsided by the sheer volume of leads and instead quickly and efficiently focus our efforts on a number of quality leads.
We kicked off a comprehensive search on search and social – sources like Google, Facebook, and LinkedIn – to track down personnel information. Over a period of 3 weeks, we followed up with phone calls to the companies to fill in the blanks, verify details, and generate interest that would lead to a sales appointment.
This required a concrete sales funnel that would propel leads towards the end goal of setting up a sales appointment. Our strategy below outlines the step-by-step process we took to generate quality leads from the 609 companies Acclivis gave us.
The numbers speak for themselves: our search for quality leads returned 236 names, 314 email addresses, 580 contact numbers, and 8 sales appointments, all starting from zero.