The marketing of an SME that sells to large companies must generate leads. I'll tell you more... it must generate a pipeline, sales opportunities. A lead is not always a sales opportunity and many times leads do not go through the necessary maturation process to become such.
The million-dollar question is: as an SME, what is the best way to generate conversations with decision-makers from large companies?
The answer deserves a 3-part analysis:
It depends on who the Decision Maker (DM) is.
It depends on the type of sales process
It depends on what we call “conversations”
Decision makers are the decision-makers. Although it is assumed that in B2B there is no single decision-maker, we can say that in most cases this figure exists, and it falls on the person who has the power to sign the purchase order .
B2B sales processes can vary depending on the number of interlocutors, the duration vietnam mobile number of the process, and the amount and complexity of information needed to advance through the process until a decision is made. The less complex the decision process, the closer we are to a “Transactional” scheme. And the more complex the process, the closer we are to a “Consultative Selling” scheme.
Generating conversations with decision makers in a consultative sales framework is very different from a transactional framework. Both frameworks imply having an open and collaborative framework where the DM (or a close collaborator) gives us information about their specific need (or their pain points or problems to be solved), which increases the difficulty of conducting these conversations.
So the answer to the question What is the best way to generate conversations with decision makers in large companies? has two possible answers:
In Transactional Sales: the best way is automated sales systems (Lead Generation & Lead Management + Chatbots + Human Chat + Inside Sales)
In Consultative Sales: the best way is Content Marketing + Social Selling + Account Based Marketing.