Erp Software Suppliers Should Prioritize B2b Lead Generation, Not B2c

Though the title itself states the obvious, the confusion between getting B2B leads and B2C ones can be the unexpected explanation for why some companies are avoiding classic lead generation methods such as telemarketing.

First off, let's review what ERP software was meant for. It was meant for the sole purpose of using computer technology to manage a company's entire flow of work information and streamline various business tasks. The tools involved usually range from programs that oversee an entire supply chain network to the payroll system for a firm's HR deparment. Now ask yourself, "Is this something you'd see the average mom in the supermarket would want to buy?" The answer is, of course, no. On a side note, you may also realize that your lead generation is going to be a little more specialized and less flamboyant than the common tactics of media advertising exercised by more mainstream industries (e.g. bath soap, automobiles, video games etc).

Going back to the question however, that same average mom is also one of those people led to believe that telemarketing is a nuisance. So what does that tell you? Is it that telemarketing is obsolete? If your answer is yes then clearly you've demonstrated the very lack of B2B-B2C distinction that you were just warned about. Why would you care if the average suburban parent does not want to hear about your product? It's the managers and decision makers of other businesses that you want to make contact with, not them. Therefore, since you already know that you can't use the same approach on them as you would average citizens, why would you subject your marketing methods to standards that was meant to measure B2C lead generation in the first place? You're an ERP software provider. Your industry is heavily B2B-oriented so it only make sense to put most, if not all priority on gaining B2B prospects.

With that established, here's the real truth. Telemarketing isn't just for B2C. In fact, if you're really going to insist that it's been phased out, at least have the intellectual honesty to admit that you're only talking about the B2C form of telemarketing (which even pro-telemarketers would admit to being truly awful in their day). When it comes to B2B though, they're still seeing plenty of utilization.

Here are some of the main reasons why telemarketing is seeing a lot of action in the B2B scene. As previously implied, businesses are not the same as private individuals and you can't be sure that what worked for B2C (such as media advertising) is going to work for them. You'll need more focus on precision than wide coverage. Outsourcing to the right software telemarketing firm can get you that kind of accuracy because of their databases. Using skilled analysts, they can take your preferences into consideration and come up with a list of leads that have a very high chance of turning into sales. If you go for an international telemarketer, you can even sell to clients around the globe. For example, a company with a base in Southeast Asia could have a call center in Singapore. Telemarketers in Europe could have contacts with wealthy businesses in France or Italy.

These are just some of the gains your campaign could be missing out all because you've made a small mistake of judging B2B lead generating methods on B2C standards. Fear not though, all you need to do is contact the right telemarketer. The truth will speak for itself.