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You have developed a new product or offer a new service and are now looking for customers. Without proactively addressing potential new customers on all channels, you will fail sooner or later as a B2B service provider, because: No matter how much online advertising you place expensively, the number of potential leads via search engine marketing is very limited compared to B2C business and is usually not enough to cover your costs in the first place. Therefore, deal comprehensively with the topics of cold calling, advertising letters & lettershop as well as customer acquisition via LinkedIn, Facebook and social media.
Most of your eventual buyers are NOT currently looking for
No matter how great your product or service is, most of the customer groups you have in mind won't need it. Don't expect the number of searches on Google and other search engines to be enough to get enough leads from which you could generate any customers at all. In reality, over 80% of your potential customers are not currently actively searching for your product or service, and therefore not Googling for it. So the only way you will reach these customer groups is through a phone call or letter.
The price is NOT the central decision criterion for your customer
The actual price charged is secondary in terms of your customer's buying decision. More important is to clearly present the benefits of your product or service to the customer in spé and build trust. Address the individual needs, which can be not only the current, but also the future needs of the customer, and see where the shoe pinches, or where problems and potential for improvement lie.
Make sure that potential customers get information on your website
Most of your website visitors are gone faster than you can look. You've invested thousands of euros in redesigning your website? Congratulations, but you would have been better off investing that money in telephone sales. Often, your website is only called up and visited a few times after the successful initial contact and your offer is scrutinized before a positive purchase decision is made. You should therefore make sure that you collect the contact details of prospective customers, e.g. through a newsletter registration, request via contact form incl. the declaration of consent for a later contact.
Most buyers of your products will NOT use them
If you have managed to convince your potential customer of the benefits of your product or services (by identifying and addressing their pain points) and have created a level of trust through communication, the customer will buy - regardless of whether they currently need the product or will use it in the future. The average B2B customer typically buys an opportunity, potential, tool, or even a way to improve his situation, situation, or opportunities that he will want to access and benefit from in the future when he will actually need it. In this sense, he is buying an additional item in his arsenal.
A few of your potential customers are swimming in money, but most are not far from insolvency
Make sure that your offer is aimed at a clientele that is solvent enough to pay the prices charged - and on time. Nothing is more annoying than unpaid invoices, chargebacks and avoidable reminders. Depending on the scope of your service, installment payments or monthly lump sums may be an option. In addition to the option for customers to order on account, you should also offer payments via PayPal, Klarna (formerly Sofortüberweisung) and possibly by credit card. However, note here that additional costs arise.
Without networking and personal network you will not be successful
Without referrals from actual customers who, in good conscience, introduce your products and services to acquaintances and friends entrepreneurs, agency owners or other self-employed and freelancers, you will not grow sustainably. Referral marketing should be a central part of your marketing strategy. Therefore, also consider setting up your own affiliate program to benefit from the network effect.
For many B2B service providers and companies, acquiring new customers is a major challenge. Often, the market environment is very competitive, i.e. there is a multitude of comparable offers and competitors in the respective niche, region or industry. With increasing competitive pressure within the market segment, click prices for online marketing campaigns also rise, resulting in lead costs in the double- or triple-digit euro range.
What is the alternative?
With the help of so-called content marketing, you attract potential prospects and convince them of your offer. This is a marketing strategy that often pays off if you can't compete with the multi-million dollar marketing budgets of international corporations.
What is the alternative?
Collect leads and contact information for later contact
Has the prospect:in moved on your website, you have managed in the optimum case to trigger a direct order. In the vast majority of cases, however, this is not the case and so it is important to at least get the website visitor to at least bookmark your website for a later revisit or to make a request, e.g. to use a demo version, a free consultation or an individual offer.
There are various sources and strategies for generating leads (both as a B2B and as a provider in the end customer business). Basically, a distinction can be made between unpaid (so-called organic) and paid sources of leads, e.g. in the form of Google Ads.
The situation for most companies and providers in the B2B sector is as follows: There is strong competition/stiff competition in the respective niche, high click prices, escalating marketing budgets as well as ad campaigns that do not work. The downward spiral of ever increasing costs with ever poorer conversion rates is supposed to be stopped with a further increase in the marketing budget - which often enough fails.
But what is the alternative to expensive online marketing?
With the help of so-called content marketing, you provide potential prospects and customers with free knowledge with added value and thus create trust. The goal is that the customers in spé deal longer with your offer and do not leave your website after a few seconds, but click through your website. The more articles, i.e. content, you provide on your website, the more this testifies to competence in your respective field and will increase the likelihood of a purchase.
In the best case, you manage to get interested parties to sign up for your newsletter, for example, to be informed about future discount promotions, make an inquiry via contact form or phone. It is important to obtain their consent to be contacted in order to be able to contact them in the future in the so-called follow-up process and to convert them into customers in the long term. After all, the majority of B2B customers only buy after the second, third or fourth contact. Here, it is also important to understand the so-called sales cycle in the business-to-business business.
If you have managed to direct interested parties to your site through thematically relevant articles or blogpots, the first hurdle has been cleared. Therefore, think about how you can maximize the number of visitors who come to your site for free (so-called organic traffic). These can be, for example, articles with titles that consist of specific questions as potential customers enter them in Google or other search engines, articles about current news in your industry or niche, product news or reviews.
Login & Functions
Activation, Login & Database Access:
After confirming activation via email link, you can log in to the "My Account" area using your established login name and password via the person icon in the header area of the www.fischer-data-science.com website (to the left of the "i icon").
In the "My Account" area you can access and change your customer and account settings, view and download your orders and invoices (HTML or PDF, soon additionally as machine-readable XInvoice), access your search history, favorites and watchlist as well as create, manage and open your own lists (tab "My Lists").
Under the "Security" tab, you have the option to change your password, view your login history, log out devices that are currently logged in, and request your personal customer data for download in accordance with DSGVO.
Under the "Orders/Databases" tab, you can access this by clicking on the "Open Media & PR Database" button.
Alternatively, you can access the overview & search screen of the media & PR database by mouse-over via the sub-item "Overview & Search" (1st sub-item of the menu item "Media & PR Database") via the main menu or use the direct link https://www.fischer-data-science.com/en/media/overview/.
Overview & Search screen:
Figure 1 shows the backend area of the master table with search and filter mask (top of image), where you can, for example, list the radio stations included in Germany or further filter and sort by more than 20 filter criteria (including city, state, country, title, relevance/reach for prioritization, editorial email address, editorial phone number, fax number, type, Facebook, Instagram, YouTube, LinkedIn, Xing, number of Wikipedia views). Searching by keyword or tag is also possible.
A right click with the mouse on a cell value in the table (e.g. city) opens a list with all entries of this feature. A normal click (left click) with the mouse on a symbol opens the stored entry (e.g. the Facebook profile) in a popup window or controls the search function at Xing or LinkendIn for journalists or editors as well as departments to quickly find concrete contacts in the editorial offices.
A mouse click on an icon or feature while holding down the Ctrl key, on the other hand, opens the corresponding feature as a new browser tab in the background.
Figure 1: Master table "Overview & Search" with search mask. When mouse-over the title of a medium, you will get a short description of the same, if a Wikipedia article is available for the medium.
The bulk functions (engl. mass editing; see checkboxes on the left of the image) allow you - as you are used to from your email provider, for example - to edit several of the selected entries simultaneously (per page between 5 and 1. 000 entries displayable), to open the stored media URLs or further stored features such as Facebook presences in new tabs in the background, to add to favorites list or watchlist, to remove personally stored information again as well as to export the entries & contact data of the selected editorial offices in CSV or JSON format.
To be able to send an email without export directly and individually to an editorial office with your email program, simply click on the corresponding email address, which opens your email program or a new window there.
Clicking on the name of the medium opens the detail view of an entry. Here you will find a short description in the form of the Wikipedia article with useful information such as reach and target audience of the selected medium with all links to the social media channels and the contact details of the editors. Furthermore, you also have the option here to rate the medium, to put it on a list, to create your own lists (e.g. to-do list, campaign list "Campaign X in period Y"), to deposit your own comments and notes for documentation purposes of the communication that has taken place or the contact that has been made incl. feedback.
You want to find potential customers and buyers for your products or services and need relevant contacts for this?
With our company database 2022 we make it easy for you to find potential corporate customers or suppliers among all 3 million German companies, to identify contact persons as well as decision makers in a time-saving way, in order to convince them of your offer in the next step. Thanks to integrated search functions for LinkedIn, Xing as well as Google, you save valuable time during research and store contact data centrally in one place for later export and contacting.
Generate more new leads for your sales team - with the 2022 Company Database, the sales, acquisition & marketing tool from Fischer | Data Science.
You can find all information about our 2022 company database at https://www.fischer-data-science.com/en/companies/