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FutureNow Post
Friday, Oct. 22, 2004 at 4:00 pm

Jumping B2B Hurdles: Lead Generation and Complex Sales

By Bryan Eisenberg
October 22nd, 2004

We recently discussed steps to increase and optimize a site’s ability to generate leads. We looked at suspect, prospect, and lead customers, as well as different tactics to persuade visitors in all stages of the buying process.

What if your company has a complex business-to-business (B2B) product offering? And what if specific customer needs, budgets, and personalities drastically differ? Simply accounting for a visitor’s buying-cycle stage doesn’t suffice.

We suggest using personas to help manage a complex sales process, an array of product service offerings, or both. There’s no better illustration of this than our own newly crafted personas. They’re the ones we’ll use for our company’s upcoming site redesign.

A Little Background

Our firm offers an array of services and deliverables, including content, training, copywriting, one-time conversion assessments, redesign services, and long-term consulting relationships. We also offer licensing options, allowing larger companies to employ our software and methodology using in-house teams to do the work.

Our clients range from small up-and-coming startups to multimillion dollar companies. We take on some short-term clients and offer some aspects of our methodology รด la carte.

Continue reading my column at ClickZ…

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Comments (1)

  1. Hi,I really like your topic.Topics I’ve shared your facebook.Thank you very much again.

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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