Leads are the basis of the entire B2B business. At their core is a well-thought-out lead generation strategy, which ensures a constant supply of new contacts.
The quality of leads varies depending on the platform used, the targeting employed and the methodology of lead collection. It can produce not just high-quality contacts, but also hundreds of irrelevant ones. How can you best identify the worthwhile ones? Be inspired by the criteria we use to evaluate our leads at Dexfinity.
1. Speak to the manager or owner
Send offers exclusively to the person in a company who has relevant competence and decision-making powers. This is usually the founder, CEO or CMO of the company.
Without direct contact with a person who can sign purchase orders or make decisions about finances, you will be wasting your time in constant meetings and gradually end up reducing your chance of success.
2. Select relevant leads
The client’s needs must overlap with your services. At the same time, pay attention to whether the client is also ready to collaborate. Can they get down to business? Can they sign the purchase order imminently?
Dexfinity is frequently approached by potential clients who need to start a business, streamline marketing, increase turnover or expand into new markets. Those who we are unable to help within the scope of our services are directed to other companies.
3. What is the turnover rate of your ideal client?
Looking at the size of your business and previous experience, you should determine what size company would be an ideal customer for you.
When it comes to startups and new companies, check whether they have a confirmed budget for the next six months, or make collaboration conditional on an agreement for a certain period of time (for example, a minimum of 6 months).
From our own experience, we recommend online stores with an annual turnover of over 600,000 euros. If the online store does not have turnover at this level, the company as a whole should have an annual turnover of at least 1 million euros.
At the same time, we transparently communicate to all smaller and new companies that in order to set up audiences, launch campaigns and deliver the desired results, we need a contract for at least 6 months’ collaboration.
4. The business must have potential
Don’t look at the business only through finances, but also whether it has a product with an idea, added value or a competitive advantage. A business that does not meet the needs of the market is not a suitable client.
Equally, clients can come from many different areas. Each segment has its own specifics, which you must gain an understanding for before setting up the overall strategy accordingly. There are online stores with a narrow specialisations, as well as those that need significant localisation or in-depth audience segmentation.
5. The fish rots from the head
The whole project will suffer if it is missing a person behind it who will be able to give it their full attention. The same principle also applies to individual marketing channels.
If there is no single person responsible for the online store, or if the online presence is only a marginal element of the entire business model, prepare for long discussions with an uncertain result.
Such projects quickly lose priority status, as wall as the attention of key persons. Finances will move in a different direction and the whole process will be prolonged.
Traditional retail or B2B companies usually need a long time even to simply start selling through an online store.
Watch out for “sidelines”
When it comes to smaller projects that owners run in parallel with other jobs, beware of a lack of focus, skewed priorities, or lack of time.
6. Do you see the potential for international expansion?
For us, the ideal client is an online store that has already grown to a sufficient size, with fine-tuned internal processes and is considering entering new markets.
If, like us, you like to work with ambitious companies, during the initial conversations you should pay attention to whether the potential client is interested in expansion and is also keeping an eye on other markets and the competition. All this is a good sign that you are sitting in front of a capable entrepreneur with an interest in growth.
7. Tidy finances
Whether it is an interesting B2B lead, an online store or a professional service, the client must have their financing, cash-flow or financial security (for example through investors) in order. Based on the range of services offered, we have an internally determined minimum online turnover limit of 50,000 euros (without VAT).
Do you need to push the boundaries of B2B marketing?
Leads are the foundation of business. Start generating them by choosing appropriate marketing channels according to the given segment, product and target group.
If you need help, get in touch and together we will find out which activities are most suitable for your business.
