Frequently Asked Questions
What to look for in a B2B Lead Generation company
Q: HOW DO I DETERMINE WHICH B2B LEAD GENERATION TACTICS ARE RIGHT FOR MY BUSINESS?
A: All businesses are different, and the tactics that work for some may not work for all. But one thing is certain for all B2B companies, driving leads and engagement is key to creating revenue and customers for your brand. From advertising, sales automation and email marketing, to field events, conferences and webinars, there are tons of inbound marketing tactics and channels that a platform like RollWorks can run or assist with in delivering value to your prospects. More importantly, RollWorks can help drive the leads you are actually looking for. Here at RollWorks, we like to believe that the effective B2B Lead Generation comes in the form of ABM (account-based marketing).
Q: HOW IS ABM DIFFERENT FROM TRADITIONAL B2B LEAD GENERATION?
A: ABM is different from traditional B2B lead gen in the sense that traditional lead gen tactics often involve spraying and praying your offers to the largest audience possible in hopes that you will get as many leads as possible in the hopes that your sales team converts them. It becomes mostly about the quantity of leads you can drive in a given period. On the contrary, with ABM, you will work alongside your sales team and utilize a data-driven approach to determine who the ideal accounts and buyers within those accounts are that are the best fit for your products and services.
Q: WHAT DIFFERENCES ARE TO BE EXPECTED WHEN RUNNING ABM VERSUS TRADITIONAL LEAD GENERATION TACTICS?
A: Pivoting to an account-based marketing and sales strategy requires a fair amount of work upfront in order to build a foundation of data to power your campaigns. Also, it is important to note that ABM shouldn’t replace your entire strategy, rather it should be a way to be more efficient in your ability to align and dedicate resources towards focused programs. When shifting to ABM, you will certainly begin to see a drop in volume of leads, but the idea is that the leads you do drive are the most qualified leads possible from accounts that your sales team is actively pursuing. Qualified appointment setting for sellers will increase, and conversion rate from lead to opportunity will as well.
Moving towards ABM also means you are looking at account level engagement, pipeline from target accounts, and deal size and speed rather than purely responses, MQLs, and SQLs. With this in mind, buy-in from leadership and executives is necessary before considering ABM tools to support your B2B lead gen efforts. Luckily, here at RollWorks we have a team of experts that are here to help you get that buy in by planning, aligning, and eventually building and executing campaigns. However, putting in the groundwork to get buy-in is the first step. Check out our blog post to get tips on how to start the conversation with your leadership and executive teams.
More Frequently Asked Questions
WHAT TYPES OF B2B LEAD GENERATION SERVICES DOES ROLLWORKS OFFER?
A: The foundation of any B2B lead generation or ABM strategy should be data. Understanding who is coming to your website, who is interested in the solutions you offer, which companies are a good fit for your business model, etc are key to driving the right impact.
If you don’t have the tools or processes in place to get an understanding of the above, RollWorks is here to help. Our Identification Solution is one of three pillars of our platform. This solution, powered by deep partnerships with B2B data providers as well as our own proprietary data helps you understand the firmographic composition of your website traffic. Once you understand your web visitors, you can upload and use data about your current customers in the platform to build a list of accounts that are similar to your customers that have been scored, guaranteeing efficient program targeting.
From there, you can leverage the RollWorks B2B contact database to build lists of contacts at target accounts to engage with via sales automation emails, as well as execute social media advertising, video advertising and highly targeted display advertising campaigns with robust reporting.
Q: IS SHIFTING TO ABM GOING TO BE EXPENSIVE FOR MY BUSINESS?
A: This is a question that comes up a lot and contrary to the belief of many, not all ABM solutions are expensive. RollWorks is on a mission to level the playing field for companies trying to transform from leveraging traditional B2B lead generation companies to executing ABM programs at scale. We have created flexible and affordable packages that can align to both your budget and ABM readiness. Be sure to check out our pricing page for an idea of what our packages consist of and cost.
Q: CAN AN ABM PLATFORM FIT INTO MY EXISTING TECHNOLOGY STACK?
A: Most ABM solutions make an effort to build integrations with the systems of record you already trust like marketing automation and CRM (customer relationship management) platforms. That is no different at RollWorks. In fact, we take a partner first approach when it comes to building out our product. In order to be truly effective the technology and systems you use have to talk to and work with each other to create the best experiences and deliver the most insightful data for your team to leverage and report on. We connect with several systems such as Marketo, Salesforce, Hubspot, LinkedIn, Opensense, and have several APIs that can be leveraged by other platforms if needed.