The Lead Engagement Strategy That Wins Lost Sales

person waving to own shadow to illustrate attempts at lead engagement

What’s your lead engagement approach for leads and customers who are overwhelmed by content?

There’s so much content noise out there every day, on LinkedIn, on blogs like this, on newsletters and podcasts and everywhere else, that it’s a chore just figuring out who to listen to.

People have gotten so good at writing clickbait titles that you can’t figure out if an article is any good until you’ve read, or at least skimmed, half of it.

Who’s got that kind of time?

Which means that more and more, your leads default to disengaged.

Disengaged is the default

To re-engage them, it’s not enough to say relevant, helpful things.

Because by default, they won’t even hear you.

Their internal self-defense-against-information-overload filters won’t even register most of what you’re saying.

It doesn’t matter how “personalized” your content is. It doesn’t matter how tailored it is for your target audience, it doesn’t matter if you’re “where they are” on social media.

Lead engagement remains out of reach..

At best they’ll stop scrolling long enough to get a vague sense of your headline, then keep scrolling.

More likely they’ll delete your emails and ignore your calls and maybe even block you on LinkedIn if you’re coming on even a little too strong.

The worst part of this is that these are often the same leads who were very engaged a few months ago. They’re the same leads who were qualified by marketing, who binged on your content. They attended your webinars. They even sat through a discovery call.

They represent an enormous amount of time and money and energy spent by you and your team.

Being able to get those leads engaged with you again represents not only a lot of potential revenue, but a lot more in-depth understanding of what your target market really needs. As long as they’re silent they’re not buying, and you’re not learning.

In lead engagement, it’s who says it that matters

No matter how relevant and valuable your message, it will reach fewer people if you say it. Because you’re a vendor and there are too many vendors saying too many things.

You might have solid B2B customer research. You might have solid sales strategies. You might have figured out their B2B buying process down to the tiniest nuance.

Their default is set to ignore.

But if the same words, the same messages, come from one of their peers, they pay attention.

(They’re a bit like teenagers that way.)

It’s not the message, it’s the medium. (Someone said that before, right?)

So how do you get their peers, people with the same title, from the same industry, going through the same problems, to deliver the message?

You do this by getting them into a conversation with one another.

And because the word “vendor” causes a Pavlovian dis-engagement response, what you need to do is distance yourself from that conversation. Sit quietly in the corner, listening intently, saying nothing.

When I run an Buyer Roundtable for my clients, I get the client to spend the first minute welcoming everyone, and the last minute thanking everyone. In between, they don’t say anything. I don’t say anything either. I just ask the right questions to get the attendees to forget we’re there and enter a deep discussion with one another.

There’s an art to lead engagement

And getting it right makes the difference between a good year and a great year.

One of the attendees at a Buyer Roundtable told me:

“The problem is difficult to solve, and there’s no end to the amount of money and energy you can spend on it. I come to these meetings to get a sense of how other companies are making this decision.”

I’m paraphrasing to leave out private information. But I think you can see the kind of unique value a Buyer Roundtable provides your senior leads.

Getting to ask someone from another company what they’re doing, why they’re doing it that way, what else they’ve tried. That’s valuable.

And that’s why your senior leads will keep coming back to your Buyer Roundtables even when they say no to your webinars, surveys, and report downloads.

Want to chat about lead engagement through buyer roundtables? Fill out the form here and I’ll get in touch, or call me at 647-479-5856.


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B2B Lead Generation with Google Ads

You’ve tried to generate B2B leads with Google Ads. And it probably hasn’t gone as well as you’d like.

You are not alone. I mean it’s really easy to set up a Google Ad campaign. You get a credit card, a few keywords, some ad copy and you’re off to the races.

But why are the leads you’re getting either too expensive or just plain garbage? (No offense.)

The reason is because Google makes it just as easy to set up your campaign to waste money.

I’m going to share some of what I’ve learned in setting up B2B lead generation campaigns with Google Ads for my clients and for my own business .

EDIT: OK, this one has gotten a bit out of hand. It’s a long post and I think I’m going to keep adding to it over time. So if you’re wondering why I didn’t cover campaign types, or shared budgets, or whatever else you’re rightly wondering about, just drop me a line letting me know what you’re interested in.

Before you carry on, you really should go get yourself Google Search Ads certified, or at least go through the lessons and videos. A lot of what I’ve written here will be familiar to you (and you’ll maybe find reasons to disagree with my takes) if you invest a bit of time there first.

And if you just want to have a chat about your B2B lead generation campaigns in general, even beyond Google Ads, just let me know.

Understand your B2B Customers

I’m going to assume that you already know a lot about your customers.

(If you don’t, you can start by looking into getting some new customer insights or doing some peer to peer customer research.)

I always like to start with the same questions I would when I’m starting any kind of marketing project:

  • Who do we sell to?
  • What titles do they hold?
  • In which industries do they work?
  • What jobs are they trying to get done?
  • What are they frustrated with?
  • How do we help them get from where they are (frustrated) to where they need to be (delighted, fulfilled, promoted, etc.)?
  • and so on….

You probably have sketches of your ideal customer profile (ICP) and have mapped out your target markets.

Just like any marketing project, start out by getting really clear about this.

The next thing you’re going to do is unique to Google Search Ads, and that’s asking what would they search for if they searched for a solution to their problem?

Keyword Research

Keyword research is at the heart of Google Search Ads.

(There are rumours and tell-tale signs that over time Google will remove search keywords as a way for advertisers to control who their ads get served to. “Trust the Algorithm” I guess. But until then, trust your keyword research.)

Two Questions to Uncover Your Customers’ Google Search Keywords

What I find has worked with my clients is asking a few questions like:

  • If your customers are aware of the problem, would they search Google for a solution?
  • If they’re aware of the solution, would they search Google for solutions by category name? Or by brand name?

If they’re not likely to search for a problem or solution on Google, then you’re probably not going to get far with a Google Search Ad. You could try display ads, or Youtube ads, or go beyond Google to the LinkedIn ad network. But those are topics I’ll cover in a future post.

Is there Enough Traffic for those Keywords?

OK, you’ve got the keywords you think your future customers will search for when they’re trying to solve the problem you solve. But are they?

You can pay for a lot of different tools to do this, but in my experience with my clients, I’ve found it easier and just as useful to go straight to the source: Google Ads Keyword Planner.

B2B lead generation with Google Search Ads - Keyword Planner

For this you want to go into Google Ads, then click on Tools, then Keyword Planner, then Get Search Volume and Forecasts. Type in your keywords and click Get Started.

You’ll get Google’s estimates on how much traffic those keywords have gotten in the last 12 months.

More isn’t better, but more than zero is better than zero.

You also want to check the average cost per click, and your ability to serve ads, but those can get proven out pretty quickly and for not much spend by just launching your campaign.

But before you say I’m being too cavalier about just YOLOing an ad campaign, let me get back into the details.

And the next detail is having good ad copy.

Sidebar: Will Google Even Show Your Ads?

Before we get into what great ad copy is, let’s take a sidebar to look at what Google Ads wants when they’re considering serving up your ads.

That’s right. It’s possible to launch an ad campaign and have Google straight up refuse to show it to anybody.

There can be a lot of reasons for this. For example, maybe you breached one of the Google Search Ads policies by including someone else’s brand terms in your ads.

But even if you manage to avoid any policy breaches, Google might still decide not to show your ads as much as you’d like them to if they think 4 things are not in place:

  1. Ad relevance
  2. Expected click-through rate
  3. Landing page experience
  4. Bid and budget

If your keywords are about, say CRM systems, but your ads are all about accounting software, there’s no relevance there. They won’t want to show accounting software ads to people searching for CRM systems.

They also won’t show your stuff if nobody ever clicks on it. Because that’s how they get paid, and also because that’s a strong indicator of whether or not your ads are interesting.

If people hit the x to close your landing page as soon as it loads up, they’re not having a good time. And I guess Google reasons that next time they’ll just go straight to Reddit. Which is bad for Google. So they won’t show your ad.

Finally, you’ve got to have a competitive bid and budget although the highest bid doesn’t always win. But it does have to be competitive

Ad Copy

OK, back to B2B lead generation with Google Ads copy!

When you create an ad you’ll be asked to enter 15 headlines and 4 descriptions.

The headlines should be punch and relevant to the main keywords you’re trying to have your ad shown for. Catch their attention. Focus on them and their problems.

If you have a unique point of view, or unique value proposition, get it out there in the headline. Highlight the benefit to the customer. Call out the pain they’re feeling. Put in some strong offers and calls to action.

Google will mix and match them to figure out which combinations are most likely to motor your B2B lead generation for you.

The descriptions are longer and you can provide more colour about how you’re about to change their world.

Again Google will mix and match the descriptions and headlines together to find the best combination to maximize your B2B lead generation or whatever goal you’ve set for the campaign.

There are a lot of guides about writing great ad copy. You can try Dan Nelken’s short little book about the process of writing headlines. Or try the classics like Ogilvy’s book on advertising.

But whatever you do, try to do it in the language of your customer, with the customer as the hero.

Ad Extensions Tailored to Your B2B Customers

Ad extensions are little bells and whistles that call out things that your customers care about and give Google more combinations to experiment with.

Things like call-out extensions that highlight key features or structured snippets that show off things like industry-specific offers, or lead gen forms that can get thrown into the mix to optimize your b2b lead generation.

Beyond the basics: Slightly more advanced strategies for B2B lead generation with Google Search Ads

A/B Testing

A personal note here. My first ever Google Ad client was a B2B company looking to generate leads where nothing had worked before. They’d spent obscene amounts of money with wave after wave of external agencies and internal staff to zero effect.

I had them generating sales – not leads, but sales! – within 1 month at a ridiculously low ad spend budget that was a tiny fraction of what they’d been spending.

How? One approach I used was taking A/B testing with a grain of salt.

If you’re a low traffic account like my first client was, you can be waiting months to find out if your A/B test worked or not.

So I’m going to recommend something from my own experience that may really get some people angry: don’t wait for statistical significance.

Low traffic ad campaigns can’t afford it.

Just get run the experiment to see which way it’s going, use your best judgement and understanding of your customer, and make the bet sooner.

You’ll eventually know if you were wrong. But when your traffic is low, and you insist on all your A/B tests providing statistical certainty, you might actually wind up in a worse place: never knowing.

The difference between conversions and leads

A lot of people new to Google Ads think that conversions and leads are the same thing. This isn’t true. A conversion is more or less whatever you tell Google it is.

In fact, that’s a great way to mess up your campaign.

A common mistake is to set up visits to the landing page as a conversion instead of visits to the thank you page that loads after the form on the landing page has been submitted.

Do that, and every single click on your ad becomes a conversion.

Obviously this isn’t what you want.

So the first thing you want to do is make sure you’ve set up your conversions correctly. If you want a conversion to be the same as a lead, set it up that way.

Hint: You probably won’t want to do that forever.

Setting up conversion tracking

You set up conversion track through the Goals menu in the new Google Ads interface and through the Tools section in the old interface.

B2B lead generation with Google Search Ads - Conversions

There are a few ways to do this, involving installing the tag on your thank you page, or going through Google Tag Manager, or even using Google Analytics (which I don’t like to do) and I’ll find some space in another post to describe those, but in the meantime, you know who does really helpful videos about this stuff? The folks at solutions8.com who are in no way affiliated with me.

Feeding great B2B leads back into Google Ads

Remember earlier when I said your B2B lead generation campaign can generate leads that are different than generating conversions?

Here’s why you’ll want to do that.

As I’ve said elsewhere, Google Ads is like a puppy you need to train.

You throw a stick, and it comes back with a soggy shoe. Don’t yell at it. Throw another stick, and when it comes back with the stick, praise it profusely!

Enough analogy?

OK. You can easily tell Google when it’s given you a great lead.

One way is to generate an offline conversion and load it back into Google.

It will count as two conversions for that lead, which will give Google twice the nudge to get you more leads like that.

You can also use value bidding strategies to increase that signal multi-fold but again this post is getting long enough as it is. I’ll get into it more later or give me a call if you’re a client and I’ll show you how to do it if I haven’t already.

Geo-targeting strategies for B2B Lead Generation

You can also target your ads to go out to specific regions. Make sure you set this up if you’re not actually going after the whole world.

Even if you are going after the whole world, chances are the ads that are going to resonate in Georgia won’t be the same ones that resonate in the other Georgia. So set up geographic targets to improve relevance.

As your ads show you where your audience is reaching you, consider tightening this even further. If a particular state is really going after a specific keyword, create a new campaign to serve that keyword to that state with much more focused ads. And then exclude that state from the more generic version of the campaign.

Audience Segmentation Techniques for B2B Lead Generation

By using audience segmentation techniques like creating custom audiences based on previous interactions or demographics like company size, you can deliver more personalized ads that speak directly to each segment’s unique needs and preferences.

I mean, you sort of can. You don’t get the same kind of targeting you’d get on LinkedIn, but you can always blend the two. Set up a LinkedIn ad that is hyper-targeted to people in your niche, have them come to a landing page that gives away useful un-gated content, and then re-market to that audience on Google Search Ads.

Personalizing Your B2B Lead Generation Headlines

I’ll keep this short. Use dynamic keyword insertion to get their search term into your headline. Don’t do it for every headline, but at least give Google something to test.

Maximizing B2B Lead Generation ROI through Data Analysis and Optimization

One quick tip here. Obviously you’re going to look at your Overview and Campaign views to track your impressions, clicks, and conversions. And you’ll keep an eye on your lead generation costs.

Here’s the quick tip: You’re probably most concerned about how many leads you get per impression.

The built-in metric “conversion rate” is a percentage of the people who clicked on your ad. A 50% conversion rate would mean half the people who clicked on your ad filled out the form. But maybe only 1% of the people who viewed your ad clicked on it. So really you’d have to multiply those out to get 0.5% of people who say your ad converted.

Instead, set that up as a Conversion per Impression custom metric. It will look like this:

B2B lead generation with Google Search Ads - Custom Columns - Conversions per Impression

Finding the Right B2B Lead Generation Coach for Your Team

You might not work in an industry where I specialize. But all I do is B2B lead generation. I work a lot in Google Ads, but also LinkedIn ads, and various organic outreach wherever my clients’ customers hang out.

And I’ve got a lot of practice as a coach, first with sports teams, and then with marketing teams.

I can coach your B2B lead generation teams to better results.

If you’re interested in having a chat to see if I have an opening to help your marketing team tighten up your B2B lead gen campaigns, just drop me a line. I’ll be happy to hear from you.

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What if I told you I intentionally tripled our cost per lead and still managed to boost ROI?

I posted on LinkedIn about my experience in the last few weeks with a Google Search Ads client where I had managed to nearly triple the cost per lead and why that was in fact great news. I’ll go into it in more detail, but first, here’s the original post:

When higher cost per lead is a good thing

I’m doing a Google Ads pilot for a B2B SaaS client and I am thrilled to have nearly tripled the cost per lead over the last 2 weeks. You read that right.

You know why?

Because at the same time that cost per lead has tripled, lead quality has improved 20 fold.

When higher cost per lead (CPL) is a good thing
I tripled the cost per lead. Good.

😵 I know, those are some wild swings.

Here’s the difference that makes:

👉 Before, you have $40 leads who convert into a qualified lead once out of every 40 times
❌$1600 per qualified conversion

👉After, you have $120 leads who convert into a qualified lead every other time
✔ $240 per qualified conversion.

If you’re a company running Google Ads, try as much as possible to follow the numbers all the way into the income statement.

Having said that, we’re still a long way away from that and I know this isn’t the end of the story.

More to come.

https://www.linkedin.com/posts/aldwin_googleads-activity-7158489211635912704-Pxrq/

I originally posted this article on LinkedIn. It’s worth going there just for the comments by the way. We got a good little conversation started with some insights shared about the importance of seeing the metrics all the way through to your company’s ultimate business goals.

Based on some of the conversations that post started, here’s a quick FAQ about when and why higher cost per lead can be not just a good thing, but can actually create more value for your business than a lower cost per lead.

What does CPL stand for?

CPL stands for Cost Per Lead. It’s a simple metric showing you how much each lead you generated cost you to generate it.

How do you calculate cost per lead?

You take the cost of getting all your leads, and divide by the number of leads.
For example if your campaign generated 10 leads, and the total ad cost was $300, then your cost per lead would be $300/10 = $30.

Is cost per lead the same as Google Ads’ Cost per Conversion?

No, not always, and this can trip a lot of people up and lead to double counting.

Cost per lead will only be the same as Cost per Conversion if you only have one conversion set up, and it’s mapped correctly to a lead generation event. For example, you’ve set up your conversions in Google Ads to count one conversion the first time somebody fills out your lead generation form on your site.

But let’s say you then take that lead and manually qualify them as a marketing qualified lead (MQL). E.g. maybe you look them up and if their company is above a certain size you decide they’re now an MQL. You can register that with Google Ads as an “offline conversion”.

In that case, you would still only have the one lead, but you would now have two conversions in Google Ads. The first is counted when the lead filled out your lead form (after clicking on your ad of course) and the second is counted when you uploaded the offline conversion to Google Ads.

What is a good cost per lead?

I’ll write a post about this soon. If I haven’t done it in a week or so remind me.

Basically, you have to figure out your costs, customer value, and conversion rates from lead to customer, then work backwards.

For example, if 1% of your leads become customers, that means you’ll need 100 leads to get one customer. And say it costs you $500 including ad costs to get each lead, then that customer better contribute 100x$500 = $50,000 to your business for the whole thing to break even.

Let’s say that is the average contribution of each customer to your business. In that case, $500 might be a good cost per lead for you.

I’m really over-simplifying here. I write the longer post soon.

What’s the difference between CPL and CAC?

CPL is cost per lead, which is the cost of acquiring one lead. CAC is customer acquisition cost, which is the cost of acquiring one customer. CAC will normally be a multiple of CPL.

Why isn’t lower CPL always better?

If you have two leads of equal quality, then the one that cost less is better.

But what you’re really after is customers. And if a lower Google cost per lead means lower quality leads, and that means a lower chance of getting a profitable customer, then lower isn’t better.

Another way to think of it is to decrease your cost per qualified lead or if you prefer, lower your cost per MQL (marketing qualified lead).

Does deliberately increasing my cost per lead always improve lead quality?

Not always. E.g. you can increase your cost per lead by bidding on keywords that get lots of clicks but never generate a lead. That will raise your campaign cost and your average cost per lead will go up as a result.

On the other hand, sometimes by signaling to Google Ads that you are willing to pay more for a lead, that can nudge the algorithm into putting you higher up in the SERP more often which may get you better quality leads.

This is debated. But read “Join or Die” by Patrick Gilbert for more on this and other ideas about advertising in the age of automation (hint: that’s the age we’re in).

Can you spend a few minutes explaining this stuff to me one on one?

If you’re really stuck and really frustrated with your lead generation campaigns, we can have a free 30 minute discovery call where we can take a look at a couple of your campaigns and see if it makes sense to set up a Google Ads coaching engagement.

Google Ads Coaching for marketing managers who’ve just about had it with Google’s nonsense

The wasted money I saw during a B2B lead gen Google Ads account review I did today was 100% completely avoidable. And it wasn’t the marketer’s fault. It’s a design issue which I’ll explain in a bit.

But a little bit of Google Ads coaching would have prevented it.

This person, let’s call her Jen because privacy is under-rated, booked time on my Calendly saying she’s the marketing manager for a B2B IT services company. I got on the call, and Jen said her team was under a lot of pressure to generate leads but nothing they’d done so far had helped.

She asked me to look at what they’d been doing and tell them how to start generating the leads they were under pressure to deliver.

Jen had run some Google Search ads and a few LinkedIn ads and the results were so bad she was worried her boss would pull the plug on the whole project.

I asked her to share her screen and take me through her Google Ads setup.

The Google Ads “cash burning” settings were on

If you’ve worked with Google Search Ads for lead generation then you already know where I’m going with this. I talk about it a lot. Everywhere. Here’s one of my comments from two days ago on LinkedIn.

Google Ads Coaching can avoid simple setup mistakes for B2B lead generation

The campaigns Jen was running were failing because she had followed all of Google’s recommendations.

But what she wound up with was basically an e-commerce campaign, which is exactly the wrong thing for what her business needs to generate leads.

And that, is superduper frustrating.

Could Google Ads Coaching (by me, naturally) have avoided this mess?

I’m not bragging, but yes.

Seriously, Google’s ad setup process is geared toward getting your marketing manager to opt into all kinds of things that are not what’s needed to generate leads and in fact make it harder to generate leads.

But that wasn’t even Jen’s biggest issue

When I had her scroll through the account overview, I noticed a healthy number of conversions, so I said “Well that doesn’t look bad. Some of the settings are wrong but you still got a bunch of leads”

Jen: “Where are they though??!!”

And it became clear that conversions hadn’t been set up right either.

I’m not blaming Jen. She’s a thoughtful marketer. She just didn’t know the pitfalls to avoid.

A little bit of Google Ads coaching would have avoided all the time, money, frustration, and loss of confidence that she had to go through.

More about that in a bit, but first a quick aside about conversions and why they can trip you up.

Aside: What’s a Google Ads Conversion anyway?

This is an area where a little bit of coaching now can save you a lot of trouble later on.

It’s a problem area because the word “conversions” can mean different things to different people. To your marketing manager, a conversion means a lead. Logical, right?

But to Google, a conversion is any event that you tell it is a conversion.

Someone called you? That can be a conversion.

Someone visited a page on your site? Conversion.

Someone clicked your ad? OK, sure, also a conversion.

If you don’t set it up properly, you get a situation like Joe did where Google Ads shows you got a ton of conversions but you still have zero leads.

And even worse, each conversion event trains Google Ads that it’s doing a great job.

Google Ads can be a bit like a dog chasing a stick. If you haven’t trained it to bring back only the stick you threw, who knows what it will bring back to you? And whatever it brings back, it’ll think to itself “Who’s a good boy? I am! Look at all these sticks!!”

Who's a good boy? Google's a good boy.
Who’s a good boy? Google’s a good boy.

OK, back to the Google Ads coaching conversation already in progress

What a Google Ads coach can and can’t do

I spoke with one of the founders of Jen’s company and everybody’s looking forward to me coaching her on her Google Ads setup. It might be easier for us to just start fresh with brand new campaigns.

By the end of the first week I guarantee her campaigns are going to be in much better shape and on the road to generating the B2B leads her team has been pressuring her to produce.

What Google Ads coaching can’t do is fix a broken product, or a mis-aligned target market, or a lack of deep customer insights, which are all essential to having not just a successful Google Ads lead gen campaign, but a successful business.

So if you are looking for a Google Ads Coach with over a decade of B2B lead generation experience who, is easy to work with, has a background in product marketing and can help you get those crucial marketing elements in place before you get started, get in touch.

Google Ads Search Certification logo
Google Ads Search Certified

“Aldwin has dramatically increased our number of leads. He has also paid attention to converting the leads to sales. Our company is definitely better for having worked with Aldwin.”

Alan Carson, CEO, Carson Dunlop

Get Google Ads Search Certified Yourself

Speaking of Google Ads Search certification, you should try getting that for yourself. It’s not very difficult and you’ll learn a lot about how Google wants you to run ads, which in the end may not be how you’ll need to run ads, but it’s excellent background.

Frequently Asked Questions

How can a Google Adwords coach save me money and start getting me better leads?

First things first, Google changed the name of their advertising product from Google Adwords to simply Google Ads. But I get it you’re running ads and you need help getting leads.

The first place where mistakes cost a lot of money is right at the start, when the account and campaigns are being set up. I can help your marketing manager avoid the pitfalls and set up your campaigns for success.

But avoiding mistakes doesn’t guarantee success. Google Ads is a learning machine. Which means it needs to be continually trained with data.

The way you set up and operate and adjust your campaigns generates this data. I will show your team how to do this so that with each passing day Google Ads learns how to deliver more of the leads you want and fewer results you don’t want.

What kind of training can a Google Ads coach provide to my marketing manager?

An attentive marketing manager will learn a lot about how to set up and use Google Ads for lead generation by working with a qualified coach.

The benefits to your business don’t stop at the ad campaign. Your staff will enhance their lead generation skills in general when they work with me.

How long will my team need to work with a Google Ads coach?

Most companies can expect to see improvements in their account setup within a few days to weeks, but should continue working with whoever is coaching Google Ads staff until they’re certain that their staff have acquired the experience to successfully run the campaigns on their own.

If you’re asking how long until you get high quality leads, that answer will become clearer after we’ve done an detailed review of your account and of your business, marketing, and sales goals and capabilities.

What does the Google Ads coaching process look like?

Typically I begin with a review of your business, marketing, and sales goals and capabilities so I’m very clear on who you serve, the problems you solve, your unique point of view, your target market, your ideal customer profile, and your competitive landscape.

Then I’ll begin a review of your Google Ads B2B lead generation campaigns and talk with you about what has frustrated you about their performance. Our overall goal is to improve how you use google ads for B2B lead generation.

At this point the coaching can begin and will consist of
– regularly scheduled periods of coaching,
– mission assignments, and
– review
repeated on a weekly basis. You will get weekly progress reports.

Can a Google Ads coach guarantee better quality leads?

A good lead generation coach (whether they’re doing Google Ads Coaching or LinkedIn coaching, or something else) should be able to help you figure out if Google Ads is really the right platform for you to achieve your goals.

It might not be the best platform for you, or more likely, you might need to reach your audience across a variety of paid and non-paid platforms.

If your audience isn’t searching for what you provide with the kind of frequency that will allow you to reach them through Google Ads, there are other options available to you. A good coach will go through these with you to get you started with lead generation work that is most likely to get you the results you need.

If you’re beyond annoyed with a lack of results and don’t mind me taking a quick look at your Google Ads account on a screen share, like I did with Jen’s, give me a shout. I’ll be happy to hear from you:

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New customer insights for your sales strategy

broken car to illustrate broken sales strategies

The B2B tech sales strategies we got used to don’t work anymore

B2B technology sales has always been competitive, but it’s gotten incredibly hard recently.

For the last 10 or 15 years, the predictable revenue model was a reliable playbook for B2B technology sales.

The idea (grossly simplified) was that you generated a ton of content and your leads found it on Google search. You called them inbound leads.

You also hired a dozen SDRs (Sales Development Representatives) or BDRs (Business Development Representatives) to cold-call and email and message your prospects.

Marketing would generate leads.

SDRs would set meetings for the sales executives.

Sales executives would close the deals.

The trouble is, these sales strategies aren’t working as well as it used to.

Even the people who invented these sales strategies agree this isn’t working anymore.

Marketing teams have generated so much content that it’s hard to be noticed in the noise. There’s no end in sight either as every company and a lot of their individual employees keep cranking out more videos and blog posts and podcasts and LinkedIn carousels every day.

SDRs have sent so many cold emails and made so many cold calls that the default move is to ignore all calls and unsolicited emails.

This leaves your account executives wondering how they’ll hit their quota.

What are the sales strategies and tactics that can get us back to success?

Three things haven’t changed.

Defining your target audience

You still have to have intimate knowledge of your ideal customers, what they need, what frustrates them, what their options are, and why you can help them in a way nobody else can. Knowledge of your ideal customers goes beyond personas and avatars. At the very least you should find a way to discover your customers’ B2B buying process.

Crafting compelling messages

You still have to get them to notice and act on your clear value proposition. This is a bigger exercise. It starts with understanding the customer.

Remember that what your customers tell you at renewal time, or at purchase time, or when your stuff is broken is couched in their political or business needs as they relate to you. These may not be what they really need. They’re just what they need from you in the current transaction.

Converting your pipelines

You still have to keep their attention long enough to guide them to becoming a happy customer. This has become extremely difficult. During longer sales cycles involving larger purchase teams, it is a tall order to somehow compel everyone involved to keep your solution as a priority throughout the sales & purchase process.

Use peer conversations to cut through the noise, re-engage, and close deals

One of the sales strategies that is still performing well is peer conversations. Use a properly executive Executive Roundtable to get leads’ attention, re-engage them in conversation, and guide them to becoming a customer.

It works for two reasons:

  1. Customers are still interested in what their peers have to say, even when they’re tuning vendors like you out.
  2. Hardly anybody else is doing it. Some people are. But relative to other sales strategies and marketing strategies, this is an underused gem.

You can do all kinds of B2B customer research where your ideal customers tell you what they want. Or at least they tell you what they want you to think they want.

But only at an executive roundtable will they tell their peers what they actually want.

If you run an Executive Roundtable the right way, they’ll almost forget you’re there and enter into a surprisingly candid peer conversation.

It’s a simple process I’ve outlined on a lot of posts here, but if you’d like an ebook that goes into it in much more detail, please download my Executive Roundtable Essential Guide.

FAQs about Sales Strategies

What are the basic sales strategies?

Apparently this is in fact a frequently asked question. The question itself doesn’t even make sense to me. You can have as many sales strategies as you’d like. Here’s a Hubspot article about 22 sales strategies.

It seems to me the first step would be to ask “What are we ignoring about our customer?” Or “What assumptions do we have about our customer that we could test?”

Because getting really clear on what your leads and customers want and how they behave can then make it possible for you to pick a strategy.

Which could be feature based. “We’ll have features nobody else has”.
Or experience based. “We’ll be the easiest company to do business with.”
Or yes, even price based . “We’ll be the most expensive. And we’ll be worth it.”

Starting with a strategy then looking for a customer segment to fit it sounds backwards to me.

What are outbound sales strategies?

An outbound sales strategy is usually defined as anything where the sales team goes out to find business. It could be that you’re finding leads by calling them, emailing them, knocking on their doors. Any sales strategy that involves not waiting around for them to find you could be considered an outbound sales strategy. Again, I ask if this is even a strategy. If it’s not based on a customer insight, it’s more of a process based on what’s convenient for you.

What are inbound sales strategies?

Think of these as the inverse of outbound strategies. Think of the inbound marketing model that was all the rage during the 2010s. You write blog posts about certain topics, people who care about those topics search for them on Google, they see your posts and they sign up for your newsletter to learn more. That sort of thing.

By they way, this has fallen out of favour as these channels have become saturated. There’s just way too much content being produced so getting noticed is incredibly hard.

This is why I advocate for using Executive Roundtables and other customer-focused resources that your customers really want, and that other vendors are not offering. Not yet anyway.

What are nearbound sales strategies?

It was inevitable that once people started seeing diminishing returns from outbound and inbound some clever marketer would notice the naming trend for different types of sales strategies and make a leap to nearbound.

This is basically referral marketing. Or word of mouth marketing. It’s people you already have a relationship with helping you find your next customer. But it’s dressed up in new names and processes.

It can be effective. I’m not disparaging it. I’m just not sure we needed another marketing term.

What’s next? Abovebound sales? Aroundbound sales? You can go on forever just adding a preposition + “bound” and calling it the next new thing.

What is the most effective sales strategy?

The most effective sales strategies are the ones that get your customers. There’s no one-size fits all here. You’ll want different sales strategies for different customers. Don’t go looking for a list of top sales strategies. Instead, look for ways to offer your customers interactions that they really want and that other vendors aren’t offering them

The Original Inquisitive Marketer Website Has Moved Here!

For over a decade I ran the Inquisitive Marketer website at InquisitiveMarketer.com

But if you went there now, you’d wind up back here at aldwinneekon.com.

Why the change?

Well first of all, my company is Inquisitive Marketer Inc. which owns and operates aldwinneekon.com

So nothing has changed there.

When you and I work together to solve your marketing problems, you’re working with Inquisitive Marketer Inc. so that hasn’t changed either.

Why did you shut down the Inquisitive Marketer site?

The short story is I didn’t shut it down. I just redirected it here. But if you want the longer story, here it is.

As so often happens, I had been so busy taking care of my clients’ marketing projects that I had neglected my own website for so long.

Last year I decided to rebrand my website

But as I started working on it I realized a fresh start would be exactly what I needed. Originally I had wanted to keep it at the old URL, which I won’t link here because it will just bring you back to this site.

Then I had a conversation with another consultant who I’d worked with on a large project and he asked me who do people refer to their friends and colleagues when they recommend your work? Do they recommend your company or do they recommend you? I said they recommend me.

And then it became clear.

The new home of Inquisitive Marketer Inc.

So I launched this site with my name on the billboard and redirected all of the Inquisitive Marketer pages here. But it’s still really Inquisitive Marketer Inc.’s website.

There may be some old articles from InquisitiveMarketer.com that didn’t make the trip over and if you’re ever looking for any of them, please just let me know. I’ll be happy to find them for you and send them to you.

Keep the conversation going

As always, feel free to contact me here or connect with me on LinkedIn.

Aldwin Neekon at Inquisitive Marketer Inc.

Hope to hear from you soon.

Is the Inquisitive Marketer Website Gone?

Not really gone, just forwarded to this one for now. I’m one guy and supporting two websites on top of client work was a bit unwieldy. So if you’re looking for inquisitivemarketer.com you’ll wind up right back here!

Has the Inquisitive Marketer company changed?

Not because of the website move, no. Inquisitive Marketer Inc. is still the name of the company that owns and operates both the old Inquisitive Marketer site and this site. When we work together the not so fine print will say you’re really working with Inquisitive Marketer Inc.

What happened to all the posts on Inquisitive Marketer’s old site?

A lot of the more popular ones got moved here, but if you’re looking for something and can’t find it, let me know.

Can this B2B customer research method help you achieve your sales numbers?

b2b customer research executive roundtable zoom call

Have you noticed that every time you share a tidbit of B2B customer research everyone leans in to hear what you’re saying?

Whether you’re in sales or marketing (or product even), knowledge of your customers’ needs and frustrations is indispensable to doing your job successfully.

The problem is a lot of the customer insights you get come in drips and drabs. A nugget shared during a discovery call here. A few questions that leads asked during the last marketing webinar.

What if you could get a group of leads and customers to tell you exactly what they’re thinking and doing in 1 hour? Would that be useful to your sales efforts?

The answer is not a webinar, it’s not a focus group, it’s not a survey. It’s an Buyer Roundtable and in my experience it’s the best way to achieve that goal.

Understanding B2B Customer Research

You can pay a customer research consultancy to do all kinds of B2B customer research for you. Or you can organize an internal project to carry out things like:

  • Surveys
  • Focus groups
  • Usability studies
  • User experience workshops
  • Customer interviews
  • Buyer journey mapping exercises,

and a lot more.

But pulling these things off without introducing your own bias so you get useful results is hard.

Finding and using a company to get you your money’s worth in a big customer research project is beyond the scope of what we’re going to talk about here. If you want some more details about that, check the FAQ at the bottom of this page.

Why is customer research crucial to your success?

What we’re talking about here is how to get a ton of insights and quotes straight from your customers and leads. You can use those insights to generate more leads and close more deals.

Nothing is going to cut through the noise of cold calls and cold emails and non-stop ads and distractions like a message crafted by you, based around actual insights into what your leads and customers really think and really want, in the words of your ideal customers and leads.

What you want is B2B customer research insights you can use to get leads and close deals.

Keys to successful B2B customer research

1. Segment your audience

CFOs will have different needs than VP Sales. Manufacturers will have different expectations than software developers. North American companies will have different regulations than European ones. When you’re digging for insights, segment your audience into groups that have something in common with one another from their point of view.

2. Questions are powerful

Ask a question, then be silent. This isn’t about showing them how much you know. It’s about finding out what you don’t know. Your credibility will help get them in the room, but this is not about convincing them of anything.

3. People want to hear from their peers

Your buyers are overwhelmed with content and distractions. Luckily, there is still one thing they want to hear about: their peers.

Ask yourself what would you prefer? A webinar where a vendor tells you about their products that claim to solve your problems? Or a chat with other VP Sales like you about the problem?

Your customers are the same.

4. Gather up and distribute the insights

Insights are useless if they’re not shared and used and tested. Get it done, get it documented, and get it out in the real world. Share it with marketing so they can create better content. Use it on your next call so you can fine tune it.

5. Build momentum

Once you have their attention, keep going. Use the insights you get to give more value to your leads and customers. Then ask them for more insights. It builds on itself.

The Buyer Roundtable approach to B2B customer research

Imagine hosting an Buyer Roundtable, an event carefully crafted to guide your customers and leads through a meaningful conversation about the problems they have and that your business addresses.

Here, peers engage in purposeful discussions about what matters to them. They share their successes and failures. They talk about what doing nothing has cost them. They share resources and lessons learned with each other.

You listen.

When the’ve re-discovered the value of solving these problems, they naturally turn to you for the solution.

With the insights you’ve gathered in the Buyer Roundtable, you are better positioned than ever to help them. Finally you have a B2B customer research method that is pragmatic and designed to drive sales and marketing success.

How does it work?

When you’re looking for sales strategies and tactics that put the customer at the heart of your activity, you owe it to yourself to find out more about this approach.

I’ll be happy to tell you how it’s worked at other companies so you can decide for yourself if it’s a good fit for you.

The entire Buyer Roundtable process takes about 6 weeks to promote the event and 1 hour to run it.

I do the work for you, and you get results, guaranteed.

That’s right, I guarantee results.

All for less than the cost of a typical webinar.

I’m always happy to tell you more.

FAQs about B2B Customer Research:

What is B2B customer research?

Customer research is the practice of understanding your customers’ needs, preferences and behaviours. If your customers are other businesses, this B2C-centric definition is recast in terms of the needs, preferences, and behaviours of not just the individual employees who you sell to and work with at your target market companies, but the way the companies themselves behave.

We always want to test what we do against what the customer really wants, needs, thinks, and feels. There are a lot of ways to develop the kinds of B2B customer insights that help us do more effective B2B marketing and B2B sales.

On the more formal end, we have things like focus groups where you can get a set of people who are representative of your target market and ask each of them a questions about your product or service, or about their needs and goals.

On the more casual and ad-hoc end, we can have hallway conversations with colleagues about things they may have overheard while working with customers.

They key thing is to make sure the work we do is informed by our customers’ reality, and to measure and test our understanding of this reality as often as possible.

What are the research methods for B2B?

You can see an outline for a B2B customer research program at this D&B article for which you may choose to hire a B2B market research company.

We advocate here for 2 quick ways to get a much deeper understanding of your customers so you can align your sales and marketing activities with them.

The first is the Buyer Roundtable, which we have described in detail here and throughout this site.

The second is to make it a habit to involve your sales and marketing teams in a conversation about what impact of your outreach.

In practice, this could look like the following example:
1. Run an Buyer Roundtable to learn about your customers’ buying process.
2. Speak to sales to determine what steps in that process deals get stuck.
3. Work with marketing to create tools to unblock those obstacles.
4. Train sales to use those tools in the field.
5. Gather insights from sales and from your customers about how well those tools are working so you can continue to improve them.

How do you research a B2B audience?

There are a lot of resources that can give you an overview of general B2B audience research.

We like to focus on immediate steps you can take to get insights on your B2B audience, as we outlined in the FAQ above, titled “What are the research methods for B2B?”

What are some forms of B2B Customer Research?

Some popular modes of B2B customer research include:
1. Surveys and Questionnaires: This is where your old friends like SurveyMonkey come into play. You can also run surveys during events like webinars and Buyer Roundtables.

2. Interviews: Pick up the phone and schedule one on one interviews with leads and customers. Don’t overlook lost leads who decided not to buy from you. You can get a lot of insights just by asking them to share their pros and cons with you.

If you think your customers might not be open with you for any reason hire an outside consultant to run some of the interviews. You might be surprised how much customers open up to outside consultants because they don’t have an ongoing relationship with them.

I run interviews like this and my clients are routinely amazed at the insights that even long-time customers share with me that they have never shared with them.

3. Focus groups: Get a group of target market representatives into a real or virtual room and ask them some questions. The difference between this and an Buyer Roundtable is that in a focus group, the attendees are answering your questions and talking to you.

In an Buyer Roundtable or any other peer conversation event, the goal is to get them to answer one another and talk with one another. Which I have found leads to much richer conversations.

4. Customer analytics: This is where you analyze data generated either from your own platform or from third party platforms like Google Analytics.

What is the importance of B2B customer research to sales and marketing?

1. You can better tailor your solutions

2. You can better target your marketing and sales efforts

3. You can improve the customer experience, and the lead experience. Sometimes the winner is the vendor who’s easiest to buy from. You might have the best product, but if buying from you is perceived as being difficult, that can cost you the deal.

4. You can improve your sales strategy. Oftentimes we think the customer or the lead is stuck for one reason, and later find it was something else entirely. If we, as B2B salespeople, are to get the support we need from teams like marketing and product management to remove the obstacles to sales, it’s obviously important to know what exactly those obstacles are, from our customers’ point of view.

Try this Method to Uncover Your Customer’s B2B Buying Process

sales strategies, b2b buying process, people around a table

Your customer’s B2B buying process matters. If you know how your customers do business, you’ll be more successful selling to them.

That’s my assertion.  I have no infographics to back it up, and your experience may vary. 

But it makes sense. Better B2B customer research should lead to better sales and marketing results, right? It makes sense that if that customer research includes mapping out their B2B buying process it can pave the way to smoother sales, and it matches what I’ve seen happen at the companies I’ve worked with. 

How do people in your market segment want to buy what you’re selling?

Here’s a start:

  1. Take a day to clear your head of preconceptions about how you think your customers buy.
  2. Ask your best salespeople and your industry’s best salespeople how they guide customers toward a successful sale.
  3. Ask your customers and other people’s customers what needs to happen before your product can be purchased and successfully used at their company.
  4. Compare the first set of answers to the second.
  5. Test what you’ve learned.

How does this relate to the B2B buying process models you’ve read about?

It’s all in the details.

Take for example John Dewey’s 5 steps in the buyer’s purchase decision, first published in 1910 (we’ve been solving this problem for a while now).

  1. Problem/Need recognition
  2. Information search
  3. Evaluation of alternatives
  4. Purchase decision
  5. Post-purchase behavior

Here’s how to use this model to ruin your day:

  • Ask your biggest champion at a potential client how they buy.
  • Hear her say “Once you give me a firm quote on the price we’ve agreed on for the features we need, I just need to get a PO generated and we’re good to go.”
  • You seem to be in stage 4 of 5! Set the deal to 80% in salesforce and send her the quote.
  • Six months later the deal has gone nowhere.  Set it down to 5%.
  • Lose credibility with your boss and try to ignore the layoff rumours.

That’s one way that sales strategies done wrong do more harm than good.

What about more recent models of the B2B buying process?

The more recent models of the buying process won’t help you avoid this scenario either.  Some describe the B2B buying process as a linear path. Some describe it as a B2B buying journey. Some describe it as a B2B buying cycle. These are all decent models, but their job isn’t to point out the details that can ruin a sale. All models simplify a complex situation. In B2B sales, the details skimmed over by these models can make or break a deal. You need to figure out what the details of the B2B buying process are for each customer that you sell to.

(By the way, I’m not even 100% comfortable calling it a “B2B buying process”.  Calling it a “process” makes it sound like one step leads to the next.  In a lot of companies, it’s a lot messier than that.  Maybe we need to call it a buying checklist.  A list of requirements have to be met, but the order may vary.)

Here’s an example.  A colleague was telling me about a sale they lost.  They had a champion, the “users” wanted the solution, the CFO issued a PO, all they had to do was install it.  But the IT team wouldn’t install it because their leader felt slighted.  They hadn’t shown him the respect he felt he deserved early in the project.  So he delayed and delayed.  He always found more urgent things to occupy his team with.  End result: the customer lost interest.  The PO lapsed.  The deal was lost.

Most B2B buying process models don’t have a step called “Respect the IT team’s authority.”  But it’s this kind of thing that will sink your deals, or even worse, put them in limbo.

If you skimmed the rest, here’s the main thing:

“Ask your customers and other people’s customers what needs to happen before your product can be purchased and successfully used at their company.”

It’s the “successfully used at their company” part, enlightened by a cautious respect for company politics and human nature that could have saved my colleague’s deal.

If you’re in a B2B tech company, let us know how you’ve figured out how your customers want to buy, and what it’s taken to get your teams to use this knowledge in their product development, marketing, and sales work.

If you’d prefer to speak privately, I’d be happy to hear from you.

If you’d prefer to learn more on your own time, I highly recommend my Buyer Roundtable Essential Guide.

Sales Boost Power-ups for Lead Re-engagement

two dogs meeting on sidewalk, illustrating lead re-engagement

I’m not going to tell you what to do, but I’ll give you an example of what a B2B tech company I helped was facing, and how a focus on lead re-engagement helped them.

When I audited their marketing operations I saw a number of areas where there was a big disconnect between the marketing investment and the marketing outcome.

If you think of their marketing operations as a machine that you pour money into, then turn a crank, and business benefits come out the other side, the first part was definitely working.

They were making investments in all the right places.

The trouble is they weren’t turning the crank on lead re-engagement

They weren’t putting in the work to figure out what was working, what wasn’t, and what should be done about it. As far as marketing strategies or sales strategies go, you can tell this wasn’t going to work that well.

A lot of this came down to them trusting their agencies to connect the dots from investment to return. And the agencies were letting them down.

One area where there was no clear indication of what was and wasn’t working was in lead generation and lead re-engagement.

They had spent a lot of money and generated a lot of leads.

And that’s as far as the agencies had managed to connect the dots.

You wanted leads, you got leads, our job is done… Not quite.

I looked in their CRM and we found over 1000 high quality senior leads who fit their ideal customer profile (ICP).

These 1000 ICP leads had been in the database for about a year, and all of them had completely disengaged from my client for at least 6 months.

How’s this possible? How can 1000 real, qualified, targeted leads suddenly disengage from a company that they had previously been engaged with? I go into it in more detail at this link, but the summary is: leads binge, then disengage. It’s normal.

But what are you supposed to do about it?

Find a channel that they’re still tuned into and show up there.

What these channels have in common is that they are all very focused on the customer’s jobs, and they tend to have as little as possible to do with vendors.

For example, you’ve probably seen the “State of the Industry” reports that some vendors publish where they aggregate, anonymize, and summarize the data that they gather through their platform. These assets are lead re-engagement gold.

They get staged rollouts so investors and industry analysts see them first, then the customers, then high quality leads, and then finally the general lead generation and lead re-engagement programs use them to bring in more leads.

Why do they work? Because they’re about what the customer cares about: themselves and their peers. They are useful.

What they don’t have is a sales pitch. So customers lower their guard and tune in. They’re unaggressive. lead engagement is the goal.

Not selling. Lead re-engagement.

Of course once leads are re-engaged with the problem and with your solution, it paves the way for your sales team.

They’re useful and unaggressive

What’s a useful and unaggressive offering you can give your leads to re-engage them?

For my client, the answer was a series of Buyer Roundtables where their dis-engaged leads could speak with their peers about a problem that they had in common and that my client solved. They didn’t talk about my client. And my client didn’t say anything about their solution. That would have violated the unaggressive requirement.

The leads talked to each other about the approaches they’d tried to solve the problem.

One or more of them happened to be my client’s customers. I made sure to invite them first. We didn’t coach them in any way. They talked about how my client’s solution helped them solve the problem.

Typically, between 20% and 50% of the attendees enter further conversations with my client after an event like this. That’s exactly what happened here. This is what a lead re-engagement win looks like.

Maybe it can work for you.

Let me know if you want to chat:

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Converting Cold Leads into Sales Opportunities

icelandic stream and narrow path illustrating engaging with a cold leads

Cold leads are one thing. They don’t know you. You can’t take it personally when they don’t return your calls.

But what about the cold leads who used to be engaged, but have since gone cold?

That hurts.

They know you. They read your posts, they downloaded your pdfs, they attended your webinars, they opted into your newsletter!

Any now they just ignore you?

Well, it’s sad to say, but you know what?

Why warm leads become cold leads: It isn’t them. It’s you.

The way we consume vendor information has changed. We binge and ignore.

Think of how you act when you’re the buyer.

When we’re in binge mode, we download everything and scan it.

Once we get the feeling that we have a decent understanding of what the vendor can do for us, we disengage and ignore.

Why?

Vendors have trained us to behave this way

There’s just too much information. It costs too much in the way of time and mental energy to consume vendor information as it comes in.

DING! Here’s an email from a CRM vendor that might have some features that can help us.

DING! Here’s a call from a vendor who promises to lower our costs.

DING! Here’s an webinar invitation from vendor we don’t care about…but their guest speaker is Chris Voss!!!

DING! DING!

It’s all day every day like this.

The only cure is to ignore it all until you need to figure out a vendor.

Then you binge everything they have. And as soon as you think you’ve got them figured out, you ignore them again.

It’s a wonder more of our contacts aren’t cold leads.

So it doesn’t really matter what your marketing team is saying, or what your call script is, or anything like that. Once you’re in the ignore pile, you tend to stay in the ignore pile.

The best you can hope for is:

  1. Stay somewhere in the periphery of their consciousness so they remember you when a need arises.
  2. Get your message into one of the channels that they’re not currently ignoring.

Once you get yourself back onto their attention span, then you can find ways to help them realize that they really do need your stuff right now.

But how do you get back in front of them when they’ve put you on their mental ignore list?

You show up where they’re paying attention.

One area that most of us keep paying attention to is our peers.

If I told you that I had a report showing what your 5 top competitors are doing, would you want to see it?

You probably would.

Let’s go one step further. What if I said I had a report showing what the top 3 sales people at your top 5 competitors were doing.

That’s a little more interesting, right?

Now let’s take it the whole way.

What if I invited you to have a friendly, moderated chat with those 15 top sales people who are as good as you are at what you do? A roundtable of your peers. Would you be interested in trading stories with them?

Maybe I lost you there. Sales people tend to be competitive. Maybe you’re concerned about sharing your secrets. But not everyone is as competitive and guarded as you might be.

This is what we mean when we talk about running an Buyer Roundtable. It warms up leads who’ve gone cold and it’s one of the most effective forms of B2B customer research you can run.

How do you do it?

You put 15 CFOs or CEOs or CISOs that fit your target buyer profile around a table.

Then you get the conversation started in just the right way and you’ll see how quickly they open up to one another and start sharing their experiences.

The warm leads who had turned into cold leads start to warm up again.

Figure out a way to steer the topic to problems your company solves, and you’re most of the way there.

Let me know if you need help doing this for your used-to-be-engaged-but-now-they’ve-gone-cold leads. Or if you prefer, you can learn the details of this method in this guide to Buyer Roundtables.

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See also: The Art of Cultivating Connections