Just learned this company needs help with B2B lead generation. They have a new marketing head, Karen Steele, and she is undoubtedly driving the focus on lead generation programs.

I was recently visiting a software firm named Saba in the Bay Area when a marketing vice president (who’s since left the firm) asked me a question:

“You can design a lead nurturing campaign to walk someone through a process when you are selling a single product or service. But we have many products and services. How do you set up lead nurturing in that situation, when we have many variables.?“

Glad you asked, Susie. Good question on B2B lead generation. If you wish to implement lead generation programs, you need answers to tough questions like these to drive the sales leads needed.

Imagine you were talking to the prospective buyer. You’d ask about roles, industries, pains, etc.You’d do a diagnosis to determine what to prescribe.

Good marketing automation software like Marketo or Eloqua can do just that. You need rules-based lead nurturing campaigns that branch based on input gathered. As they begin lead nurturing, it can branch in different directions based on inputs like area of interest. So if they indicate their title and industry, we can narrow a bit. But when they describe their business problem, we can branch down a specific product track. That’s what you need for a multi-product company.

The key is to see the world through the eyes of the buyer. If you understand how she thinks, you can communicate with her in your lead nurturing programs and walk her though an automated process that, for her, feels like it was created just for her. Your goal is that personal experience without the human effort. Combination of strong marketing automation and great content marketing is needed to create business sales leads.

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Jeff Ogden is President of Find New Customers “Lead Generation Made Simple” Check out the online show every Friday at 11am ET, “Laugh and Learn with the Fearless Competitor.” Find New Customers is one of few lead generation companies in New York. Follow Jeff on Twitter at @fearlesscomp.

Find New Customers helps companies like yours (with 50 to 5,000 employees and complex products) implement lead generation programs to improve the way you find and acquire high quality sales leads using best practices in online lead generation. Quality leads matter. In fact, a recent study found that sales teams with fewer, high quality sales leads closed more than sales teams with more leads of dubious quality.

If you wish to do sales lead generation online, contact the B2B lead generation experts at Find New Customers using the form below.