{"id":37,"date":"2014-11-25T16:06:00","date_gmt":"2014-11-25T22:06:00","guid":{"rendered":"https:\/\/www.topspotims.com\/blog\/?p=37"},"modified":"2019-12-10T10:30:04","modified_gmt":"2019-12-10T16:30:04","slug":"b2b-lead-generation-sales-engine","status":"publish","type":"post","link":"https:\/\/www.topspotims.com\/blog\/2014\/11\/b2b-lead-generation-sales-engine\/","title":{"rendered":"B2B Lead Generation and The Sales Engine"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">The Pathway to Predictable Sales Growth<\/h2>\n\n\n\n<p>When talking with small and medium sized businesses (SMBs), I\u2019m always encouraged to find those that believe in lead generation. Why? Because SMBs investing in the right mix of lead generation tend to have healthy sales pipelines. However, the savviest SMBs not only invest in lead generation but also build a sales engine to fully capitalize on their opportunities. In this blog post, I\u2019ll explain how <a href=\"https:\/\/www.topspot.com\/b2b\/\">B2B lead generation<\/a> feeds your sales engine and share an example of how one company is using both to activate new customer relationships.<\/p>\n\n\n\n<div id=\"attachment_912\" class=\"wp-caption aligncenter\">\n<figure><a class=\"fancybox\" title=\"B2B Lead Generation &amp; The Sales Engine\" href=\"\/blog\/wp-content\/uploads\/2014\/11\/b2b-lead-gen-1.jpg\" data-fancybox-group=\"\u201cgallery&quot;\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-912 size-medium\" src=\"\/blog\/wp-content\/uploads\/2014\/11\/b2b-lead-gen-1.jpg\" alt=\"B2B Lead Generation &amp; The Sales Engine: The Company's Total Selling Capacity\" width=\"300\" height=\"225\"><\/a><\/figure><p><\/p>\n<p class=\"wp-caption-text\">B2B Lead Generation &amp; The Sales Engine: The Company\u2019s Total Selling Capacity<\/p>\n<\/div>\n\n\n\n<p>To set the proper foundation, let\u2019s define B2B lead generation and the sales engine.<\/p>\n\n\n\n<ul><li>Lead generation is any activity that feeds the sales engine. The infographic above outlines a variety of lead generation activities common in the B2B marketplace.<\/li><li>The sales engine is a company\u2019s total selling capacity inclusive of:\n<ul>\n<li>The sales team \u2013 direct salespeople, independent sales agents and channel partners.<\/li>\n<li>Knowledge, skills and disciplines \u2013 product knowledge, selling disciplines and customer insights within the sales team.<\/li>\n<li>A defined selling process \u2013 a roadmap that resembles the typical customer journey or buying cycle with specific components think education and exploration, fit and decision-making zone).<\/li>\n<li>The sales toolbox \u2013 company website, presentations, demos, case studies and industry insights.<\/li>\n<\/ul>\n<\/li><\/ul>\n\n\n\n<p>At TopSpot most of our services feed the customer\u2019s sales engine so having an established selling process is crucial for clients to take full advantage of the lead generation we provide. In everyday language, TopSpot brings new quality conversations to the client\u2019s door. From there, the client\u2019s sales team qualifies and nurtures opportunities along their sales continuum. &nbsp;I think of a sales continuum as a scale that runs 0 through 10. The sales engine is designed to advance opportunities along the sales continuum, which hopefully results in new customer relationships at 10.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Example: Global Tooling Solutions, Norwood, MA<\/h3>\n\n\n\n<p><a href=\"http:\/\/www.gts-tools.com\" target=\"_blank\" rel=\"noopener noreferrer\">Global Tooling Solutions<\/a> (GTS) is a wholesaler of work holding and tool holding products to the metalworking industry. GTS initially hired TopSpot to run paid search management on their legacy website. &nbsp;In doing so, we quickly validated that GTS\u2019 target market was on the search engines looking for products that GTS could supply. The evidence was so compelling that GTS contracted TopSpot to build a new website and <a href=\"https:\/\/www.catalogdatasolutions.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog Data Solutions<\/a>&nbsp;to&nbsp;develop an online catalog to facilitate product search. As part of the original agreement, TopSpot started&nbsp;<a href=\"https:\/\/www.topspot.com\/search-engine-optimization\/\">search engine optimization<\/a> (SEO) and <a href=\"https:\/\/www.topspot.com\/pay-per-click-approach\/\">paid search management<\/a>&nbsp;services post website launch to drive relevant traffic to the site. <strong>Within 90 days GTS booked enough web-driven sales&nbsp;to achieve ROI.<\/strong><\/p>\n\n\n\n<p>GTS sells products exclusively through its distribution network in North America and utilizes independent sales agents to manage both end user and distributor relationships. In total, they have 32 independent agents on the ground and sells products through 200 distributors in any given year. GTS\u2019s biggest challenge is competing for mindshare with both its independent sales agents and distribution partners. Mindshare can be defined as \u201chow often are my partners thinking about and promoting my products in the marketplace?\u201d For example, sales agents represent multiple companies and their distribution partners have hundreds of manufacturers within their product portfolio. Capturing mindshare with both partners is critical to GTS\u2019 long term growth.<\/p>\n\n\n\n<p>Global Tooling Solutions has a robust sales engine as outlined above but I want to illustrate how they are providing actionable lead generation to their independent reps and converting it into new business.<\/p>\n\n\n\n<ul><li>Lead Generation Activity of Choice \u2013 GTS believes strongly in search marketing because Google has become the largest buying guide in the world. They\u2019ve contracted TopSpot to ensure that when OEMs, machine shops or distributors execute relevant search queries, GTS is found.<\/li><li>Sales Toolbox \u2013 Within GTS\u2019 Sales Toolbox, their peak performer is <a title=\"www.gts-tools.com\" href=\"http:\/\/www.gts-tools.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">www.gts-tools.com<\/a>. They\u2019ve invested heavily in content, product selection tools and calls to action to make their website a phenomenal tool for all 3 of their constituent groups (independent reps, distribution partners and end users).<\/li><\/ul>\n\n\n\n<p>In total, GTS has found the lead generation created by their search marketing efforts and website has helped them win mindshare with their reps and distribution partners.<\/p>\n\n\n\n<p>\u201cWe routinely hear that we are one of their only principals that provide real, actionable lead generation on a consistent basis.\u201d \u2013 Karl Ganshirt, President, Global Tooling Solutions<\/p>\n\n\n\n<p>See the infographic below to see GTS\u2019 lead referral process works.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><a class=\"fancybox\" href=\"\/assets\/images\/blog\/2014\/11\/GTS_Blog-300x225.jpg\"><img decoding=\"async\" src=\"\/assets\/images\/blog\/2014\/11\/GTS_Blog-300x225.jpg\" alt=\"GTS Lead Referral Process\" class=\"wp-image-932\"\/><\/a><\/figure><\/div>\n\n\n\n<div id=\"attachment_932\" class=\"wp-caption aligncenter\">\n<p class=\"wp-caption-text\" style=\"text-align: center;\">Global Tooling Solutions\u2019&nbsp;(GTS) Lead Referral Process<\/p>\n<\/div>\n\n\n\n<p>You might find it interesting that GTS has grown their business 30%+ annually for 3 consecutive years. Is that an accident? I think not. They\u2019re feeding their sales engine and investing heavily in their independent rep and distribution partner relationships every day. The end result is predictable sales growth.<\/p>\n\n\n\n<p>Certainly achieving sales predictability is multi-faceted but pairing B2B lead generation with a sales engine is solvable. For more on this topic and other B2B sales insights, visit <a href=\"https:\/\/www.thehalpingroup.net\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Halpin Group<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"When talking with small and medium sized businesses (SMBs), I\u2019m always encouraged to find those that believe in lead generation. Why? Because SMBs investing in the right mix of lead generation tend to have healthy sales pipelines. However the savviest SMBs not only invest in lead generation but also build a sales engine to fully capitalize on their opportunities. In this blog post, I\u2019ll explain how B2B lead generation feeds your sales engine and share an example of how one company is using both to activate new customer relationships.","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,1222],"tags":[],"coauthors":[31],"acf":[],"cp_meta_data":{"_edit_last":["31","31"],"_edit_lock":["1632865619:31"],"_yoast_wpseo_content_score":["30","30"],"_wp_old_slug":["b2b-leadgeneration-sales-engine","b2b-leadgeneration-sales-engine"],"_yoast_wpseo_primary_category":["17","17"],"_yoast_wpseo_metadesc":["The savviest SMBs not only invest in lead generation but also build a sales engine to fully capitalize on their opportunities. In this blog post, I\u2019ll explain how B2B lead generation feeds your sales engine and share an example of how one company is using both to activate new customer relationships.","The savviest SMBs not only invest in lead generation but also build a sales engine to fully capitalize on their opportunities. In this blog post, I\u2019ll explain how B2B lead generation feeds your sales engine and share an example of how one company is using both to activate new customer relationships."],"_yoast_wpseo_focuskeywords":["[]"],"_yoast_wpseo_keywordsynonyms":["[\"\"]"]},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.6 (Yoast SEO v23.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>B2B Lead Generation and The Sales Engine - TopSpot Internet Marketing<\/title>\n<meta name=\"description\" content=\"The savviest SMBs not only invest in lead generation but also build a sales engine to fully capitalize on their opportunities. In this blog post, I\u2019ll explain how B2B lead generation feeds your sales engine and share an example of how one company is using both to activate new customer relationships.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B Lead Generation and The Sales Engine\" \/>\n<meta property=\"og:description\" content=\"The savviest SMBs not only invest in lead generation but also build a sales engine to fully capitalize on their opportunities. 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