This high employee turnover is not only a headache for employers, but also a big concern for B2B marketers trying to reach decision makers in companies who aren’t there anymore!  Some may have dismissed the “Great Resignation” as only a problem in entry level positions in retail or entertainment, but it is reaching far into high tech, healthcare, and manufacturing and squarely at middle management and above, where the majority of B2B demand generation campaigns are targeted.

How the Great Resignation Could Have a Devastating Effect on Your Demand Generation Campaigns—But You Can Start to Fix this Now

This will begin to negatively affect your B2B demand generation campaigns in several ways:

1. With increasingly poor email deliverability, from bounced (undeliverable email addresses).
2. Wasted sales team efforts in trying to follow up on leads that are no longer at the company.
3. Disrupted decision making teams in companies. You could have been close to a sale in an account and voila 2 of the 5 key decision makers have left. You will need to navigate into the company all over again in a few months to find out who the new decision makers are.

All of the issues above are reflections of B2B data quality issues created by this unprecedented employee turnover.  These data quality issues will begin to negatively affect the number of marketing and sales qualified leads you have in your marketing automation system, and maybe even the open opportunities in your CRM.  It could have a devastating effect on your sales pipeline for the next two quarters if efforts are not taken to stop the data hemorrhage now.

How to Fix the B2B Demand Generation Problems Caused by the Great Resignation

The first step in addressing the problem is to acknowledge there are significant financial risks to not addressing it immediately.  The second step is to recognize it will take marketing budget to fix it.  In my experience, marketing data cleansing has been the most underfunded aspect of marketing. There always seems to be lots of shinier marketing tech stack things to spend marketing budget on, rather than good quality data.

I recommend several steps be taken immediately:

1. Analyze the data deprecation rate (ie the rate at which you are getting email hard bounces, etc). This will give you a sense of how fast your company database is aging and help you to talk to vendors about how much data cleansing you need on a monthly basis.
2. Get help. Bring vendors on board who can interface with your CRM and continually cleanse your marketing data.
3. Get more help. Cleansing your current data isn’t enough to keep up and probably not enough to keep ahead of your demand generation goals.  Your database will fall behind if all you do is try to correct your current data.  People are moving jobs at too quick of a pace.  You are going to need to identify, profile, and target key accounts more aggressively than ever before.
4. Have a strategy to reach remote workers. 74 percent of workers say that having a remote work opportunity would make them less likely to leave a company, and 64 percent of recruiters report that being able to pitch a work-from-home policy helps them find high-quality talent.⁽²⁾ They are an elusive bunch that are hard for data companies to find their email addresses and even harder to find their phone numbers. You need to get them to come to you with very good content programs. Use content networks to your best advantage, test using social media advertising on networks such as LinkedIn, and by all means optimize your SEO so that when they’re looking for a solution on their own, they’ll find you.

We predict you’ll need to spend a higher proportion of your marketing budget on data cleansing, content programs and SEO than you ever have in past years to keep up with your target’s job changes and lure them to find you. Hopefully what you’ll find on the prospect’s side is happier employees who will stay at their next job for a while, but maybe not, so keep the data cleansing going!

Need help with your b2b list or SEO? Contact us!

Written by Laurie Beasley

¹ “19 Employee Retention Statistics That Will Surprise you (2021)”; Apollo Technical; July 30, 2021; https://apollotechnical.com/employee-retention-statistics/

² Steward, Jack; “The Ultimate List Of Remote Work Statistics for 2021”; Findstack; September 21, 2021; https://findstack.com/remote-work-statistics/

The post How the Great Resignation is Damaging Your B2B Demand Generation Campaigns—and What to Do About It appeared first on Beasley Direct and Online Marketing.

Join Laurie Beasley at B2B Marketing Expo this coming Wednesday, October 2nd, to hear the live seminar.

Laurie Beasley is co-founder and president of Beasley Direct and Online Marketing, Inc., which provides services in inbound and outbound marketing for B2B and B2C companies, including: content creation, email marketing, pay-per-click (PPC) advertising, search engine optimization (SEO), social media marketing, website design, direct mail marketing, lead generation and nurture campaigns, and marketing automation management. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.

Want to read Case Studies on Meeting Maker Campaigns? We have them ready for download here.

The post Learn How Meeting Maker Marketing Campaigns Can Revolutionize Your Marketing Efforts In This B2B Marketing Expo Podcast With Laurie Beasley appeared first on Beasley Direct and Online Marketing.

Laurie Beasley, Co-Founder and President of Beasley Direct and Online Marketing, Inc., will be teaching a live “Meeting Maker” workshop at Women in Consulting’s® South Bay Satellite.

New “Meeting Maker” Tactics for Marketers to Get and Schedule Appointments for the Sales Team

(Monday, February 11, 2019. 11:30 AM to 1:00 PM Pacific Standard Time)
Learn more

Once you’ve built your target company and contact list, you then need to get your prospects to engage in a sales discussion. However, it can take 7-21 marketing touches for a prospect to develop into a sales lead…and to schedule that first meeting. Why? Because your prospect needs to wrap their head around your value proposition before they will be willing to spend time in a meeting of any kind.

The 7-21 touches can feel like a very long road to most marketers who are being held to very high expectations by the sales VP and the CFO. However, you can accelerate this process by integrating higher engagement tactics, such as direct mail and high touch tele-prospecting into the sequence for what we call “Meeting Maker” campaigns. We will discuss extensive case studies on “meeting maker” and sales “door-opener” campaigns. In one case study, a combination of direct mail, a fantastic offer, multiple email touches and tele-prospecting touches delivered 230 demo appointments out of a list 1,300 contacts for a major enterprise backup software company.

Key takeaways:

• What multi-touch strategies to deploy and in what order
• How to decide on a fantastic offer
• Why direct mail is the account based marketer’s new secret weapon
• The role of telemarketing in the multi-touch methodology
• You’ll see extensive case studies with results and live samples you can view

Learn more

About Laurie Beasley

Laurie B. Beasley is co-founder and president of Beasley Direct and Online Marketing, Inc., which provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, marketing automation management, and database management for both B2B and B2C companies. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA. Learn more.

About Women in Consulting®

Women In Consulting® (WIC) is a community of professional women that helps each other build strong businesses. Our strengths lie in our interactions and collaborations with each other, and in our professional educational programs.

WIC members are known for generously sharing best practices, expertise, advice and resources, and for working together on projects. In the process, we expand our capabilities, accelerate our learning, and smooth the path to successful businesses.

We’re a premier resource for businesses seeking industry experts to deliver high-quality results. Although many members get business through WIC, we’re not a leads group. We’re much more than that, with educational programs and a community of smart, savvy women who rely on each other for personal and professional advice and support. Learn more.

For help developing and implementing a Meeting Maker campaign, Beasley Direct and Online Marketing, Inc., can help! Get a free consultation.

Find more case studies and white papers at https://beasleydirect.com/resources/case-studies/.

The post Join Laurie Beasley, Co-Founder and President, Beasley Direct and Online Marketing, Inc., in a Workshop on “New ‘Meeting Maker’ Tactics for Marketers to Get and Schedule Appointments for the Sales Team” at Women In Consulting’s® South Bay Satellite appeared first on Beasley Direct and Online Marketing.

Meeting Maker Campaigns generate qualified leads that win awards for results!

We’ve had the pleasure to drive projects and achieve some spectacular results several times greater than the original goals, earning many DMA ECHO and other awards for results as well as creativity. We share highlights of our extensive experience with hundreds of campaigns for technology, financial, healthcare, business and high-end consumer goods and services in the Resources portion of this site.

4 Examples of Meeting Maker Campaign Strategies

Here’s a brief look at four remarkable examples that demonstrate our distinct strategic approach to capture more qualified leads, consequently speeding up sales closes with Meeting Maker Campaigns.

Choreographing intricate lead flow crushes goals by over 1000%!

To deliver qualified leads, this elaborate program started with a dimensional direct mail door opener that drove actions on a landing page to sign up for a demo. Emailings followed next, then outbound telemarketing and finally responders. The results and creative strategy of this campaign won an International ECHO Award. Click here to get lead generation ideas from this chronicle.

Face-to-face with “warmed-up,” qualified leads campaign hits 167% of goal

Understanding the target was critical to create the right appeal for Anritsu. Our multi-touch campaign used another dimensional direct mail package with a special offer, which led to a white paper download. Read the full details to see how we generated $2.8 million in sales in just three months.

Appointment-setting multi-touch, multichannel campaign yields $2.5 million

PPC advertising, trade shows and email weren’t hitting sales goals for an industrial glove corporation. Telemarketing lead prospecting and qualification coupled with list and offer testing made the difference. Click to see how we used best practices to solve the revenue problem with just 4.28 average touches, instead of the usual 7-13 communications.

Messaging, tele-prospecting and timed follow-up narrow lead-to-sales gap

When a wide-area network software optimization company came to BDOM for help with qualification and neglected potential leads, we began by looking at the difficulty to get the attention of their IT professional target. We also reviewed their current activities, which were already wide-ranging, but had no process for lead qualification.

Learn how BDOM diagnosed problems, tested lists and creative, spun on a dime to tweak and execute a campaign which cut down the competitor’s market share. We created a coordinated dance of messaging, telemarketing lead qualification and sales team follow-up with enticing content that continues successfully today.

If you’d like to explore creative opportunities to address your lead generation, sales conversion and quality issues, reach out. BDOM’s team enjoys a good challenge. Contact us to brainstorm multi-touch, multichannel methods, such as dimensional direct mail and lead generation and qualification through telemarketing, to hit your target goals.

Get started with a free marketing reverse sales lead funnel audit. Contact us for a free consultation!

Find more case studies and white papers at https://beasleydirect.com/resources/white-papers

By Jan Carroza, VP of Business Development and Account Management, Beasley Direct and Online Marketing, Inc.

The post Four “Meeting Maker” Case Studies Detail Techniques to Snag More Demos and Sales Appointments appeared first on Beasley Direct and Online Marketing.