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How to Sell Lead Generation to Your Boss

How to Sell Lead Generation to Your Boss

Turn Automation from “No” to “Yes”

Trust us when we say that we understand the allure of saying “no.”selling MA

The word “no” refutes any prospect of change that might rock the boat. That’s why cautious or conservative individuals, like many company executives, are fond of it. Traditional executives know what has worked in the past, and can’t be sure that a new marketing tactic like lead generation will be worth the investment. But to grow any business, risks must be taken and automated lead generation is a risk that promises an impressive ROI.

The question is how will you convince your boss? The steps below will show you how.

  • Establish a need for change
  • Communicate data
  • Research the details
  • Apply Automation’s Value Directly to Your Business:

Establish the Need for Change:

Everyone who commits to an investment or purchase has the same motivator, a need. By communicating that need to your boss, you help him or her open up to the idea of marketing automation and lead generation. Try arguing the changing marketing and sales landscape by:

  • Pointing out how the buying process has changed dramatically. The shift to online research has caused nearly 70% of the sales funnel to occur online before the buyer ever communicates with a business.
  • Bulk emails no longer work. A more personalized approach is necessary to form meaningful relationships with prospects.
  • Explain that sales and marketing have become severely disconnected. A process to reconnect them in order to optimize the sales process and capture more sales is essential.
  • Show how digital outlets have reduced the impact of traditional marketing. In order to keep revenue going, you need a platform that integrates all digital marketing channels to work with one another and to understand where your ROI is coming from.

Communicate Data:

Strong data sources are much harder to argue against. Infuse your pitch with statistics such as:

  • 77% of CMO’s in top performing companies believe that revenue increases are the main reason for implementing automation. (Gleanster)
  • Leads have a 20% increase in sales opportunities when nurtured over non-nurtured leads. (DemandGen Report)

These kinds of stats establish a baseline understanding of what marketing automation’s contributions can be. You provide an answer to the problem you cited in the first step.  It can bridge the gap between traditional marketing and the fundamental changes that have occurred.

Research the Details:

There are a great number of automation platforms out there but not every platform is right for every business. Before presenting any examples to your boss make sure you’ve put in the research. Ask questions such as:

  • Who is going to help you implement marketing automation and lead generation?
  • What pains do you want automation to cure?
  • What is your timeline to implement automation?
  • Should you consider hiring a knowledgeable consulting firm to manage it?
  • How much would you want to spend?
  • What features are most valuable for your business?

By knowing the answers to these questions before you talk to your boss, you can better inform him/her when these questions arise. Figuring out whether it’s more sensible for the company to hire a marketing automation manager to work directly or a consulting firm to manage and implement it is just one of the many answers that could put your boss a little more at ease.

Apply Automation’s Value Directly to Your Business:

Your boss is most likely not an unreasonable person, but he/she can only make decisions based on what they already know. Tie the data, research, and automation system to your business’s goals. Context is a big decider when making decisions that require an investment. If you have a specific automation platform in mind, most vendors have a free demo that they can show you or you can access online.

Is Your Business Ready for Lead Generation Technology?

Not all businesses are ready for marketing automation and it’s important to know if you are before investing. While marketing automation has the ability to deliver exceptional ROI, here at Biznet Digital, we believe that no business should get pulled into marketing automation before they have the proper tools to ensure success. Take our free marketing automation health check today to see how ready your business is to implement marketing automation.