For anyone selling a B2B service, what approach has yield the best leads? E-mail campaigns, social selling, cold calling? Or are you using a lead gen company and what’s your experience doing so? What tools are you using to increase lead gen?

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I use a combination of crazy ideas HubSpot and social media honestly organic methods of spreading your name seem to be always double the revenue of anything else with double the end ticket price also read "eat their lunch" by anthony iannarino ...

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Interesting book, checking out the book summary on sellingsherpa, thanks for sharing.

Offhand, I have observed in my career that outsourcing prospecting aka lead generation to a 3rd party - whether it’s an in-country team or somewhere cheaper overseas - only tends to work best if their sales development reps are actually either thoroughly trained/educated by you as their client they need to match leads to, or already come fairly experienced (ideally w/ their own in-industry connections/relationships) in understanding & using the lingo/jargon, issues, & culture of your industry/niche - for them to efficiently & effectively to gain the trust and interest of the qualified decision-makers you want in your pipeline.
Otherwise, some lead gen firms really just use an automated, algorithmic “spray & pray” approach that either have the C-Level prospects just : a) ignore the outreach/send to Spam/block further messaging from that team, b) agree to meet but then turn into a ghosting no-show, or c) be very uninterested/essentially unqualified for the set appointment, just basically showing up out of pity or empathy for the poorly equipped/very green lead gen frontliner needing to meet a numerical quota of set appointments.
At the same time, some in-house/direct hire sales team members may not be all that effective in prospecting either, if again they may be not trained/educated or experienced w/ some in-industry connections/relationships enough of their own already for your B2B service firm to grow revenue pipelines from.
Also, keep in mind that relevant data-rich prospecting databases (ex. ZoomInfo, SalesIntel, Seamless.ai, RocketReach, LinkedIn Sales Navigator, Apollo, etc.), sales enablement platforms that run your customized/hopefully personalized enough templates/cadences/sequences across different channels of email, LinkedIn, social media, phone, SMS/text (ex. SalesForce, HubSpot, Outreach, Outplay, SalesLoft, etc.), and account management/pipeline management CRM platforms (ex. PipeDrive, Zoho CRM, SalesForce, HubSpot, etc.) offer access either on costly annual or monthly plans that could still lead to not enough profits from sales, upsells, renewals, or referrals, depending on your internal cost structure and sales cycle durations.
These tools are only as good as the professionals who use them. I have seen situations where these tools were grossly under-utilized or wasted on lousy prospecting and tone-deaf messaging by ill-suited sales workers who do not balance quality with quantity.
Some sales workers also spend way too much time researching & making messaging content by themselves and emailing - yet ironically never pick up the phone to either leave good voicemails, do intelligence gathering calls, or engagingly call enough decision-makers & influences in a qualified account to land worthwhile meetings.
Honestly, if a person cannot handle live cold phone calls or is not even skilled enough or compellingly credible enough in finding & engaging decision-makers and influencers during in-person industry events, such a person afraid of or unskilled in live, real-time engagement should not be entrusted with prospecting/lead generation, let alone the other sales cycle steps.
The sales function & profession is too crucial to any enterprise’s survival and success to be left in the hands of amateurs or complacents who may either come across as too desperate, too naive, too ignorant, and/or too deceptively double-talking (in the name of getting hefty commissions & bonuses that may get clawed back anyway over bad faith deals) to be believed as credible sources of solutions by top quality, high-paying prospects.
All this being said, as what Vernon Communications 1 has stated, organically spreading your solidly legitimate brand reputation out - such as through: a) participating in-person or online in industry networking events/mixers, trade shows, industry membership associations, etc.; b) sincere & timely social media comments/posts/invites to connect/direct message; c) approved-by-past client testimonials/use cases in your company website plus word-of-mouth referrals by said clients or friends who can vouch for your team’s quality work culture, linked to call-to-action buttons to generate inbound leads, etc. - tend to open doors to more secure & substantial competitive intelligence and revenue-generating relationships vs. solely relying on essentially remote, active outbound or passive inbound campaigns alone.
As you reflect on what sales tech vendors, sales professionals, and in-person & online events & membership associations your B2B services firm should invest in, look up the book Fanatical Prospecting by Jeb Blount, since its best practices can be customized to any industry as long as one is truly attuned to the industry/niche one is in.
Hope these insights prove helpful to you, OP!

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This guy said it way way better than me thank you

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Dude it totally reaffirmed everything that I was doing and it's giving me a platform to justify it to the rest of the corporation to sell some of my ideas as the procedure of how to sell he has some extremely good ideas about coming in from the right at level 4 value as a strategic partner instead of coming in from a sales or service perspective I found that's completely true whenever I come in from a product perspective it is always less effective than coming in as a strategic partner

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Will definitely look into that in more detail. Thanks for sharing. The question remains opening the doors as a first contact and one needs to raise interest and establish trust to become a strategic partner.

A combination of approaches is the ticket.

I was the most successful BDR in EMEA by simply using very solid email templates (with figures/links/images) to set up meetings. Depends a little on the type of tech though, I was in apps.

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