B2B Lead Generation for IT & Technology Companies
Everyone needs IT so why is winning new IT customers so difficult?
Almost every business relies on technology. Most already have an IT provider, software supplier, potentially bespoke software processes and an established way of managing their systems.
They might be perfectly happy, thoroughly fed up or they might simply have never considered whether there’s a better alternative.
How are you finding businesses with a reason to consider buying IT from you!
Changing IT provider can feel risky, disruptive and time-consuming. Even businesses experiencing poor service may tolerate it rather than face the uncertainty of moving to someone new. Your biggest competitor is generally the prospect deciding to “do nothing”.
Meanwhile over on the sales side of the fence IT companies trying to win their business are often making remarkably similar promises.
Better support
faster response
proactive monitoring
cybersecurity expertise
friendly service.
But if everyone is saying the same thing, why should somebody choose you?
That’s where we come in. At Your Lead Generation, we provide human-led lead generation services for managed IT providers, cybersecurity specialists and technology businesses that want to find new customers, develop relationships and build a stronger sales pipeline.
We research your market, identify the right people and start the conversations that help uncover genuine opportunities. We also find out what your potential customers actually think because if we know how they buy then we can help you sell to them.
Simply finding businesses of the right size, in the right location, with the right number of users isn’t enough: we need to understand what’s happening inside those businesses.
Are they happy with their current arrangements?
Are they approaching a contract renewal?
Have they experienced service problems?
Are they growing, opening new premises or facing new technology requirements?
What is the thing that would actually make them consider changing?
We need to understand what makes your business different.
Perhaps you have particular expertise in regulated industries, multi-site organisations or businesses with complex operational requirements.
Perhaps your strongest opportunity isn’t the whole SME market but a particular type of customer with a problem you’re especially well equipped to solve.
Or perhaps your existing proposition simply isn’t landing with the people you’re trying to reach.
We recently worked with a business in the IT and technology sector where our telephone-led outreach was outperforming their existing Pay Per Click (PPC) activity by a significant amount.
The interesting part wasn’t just the results. It was what happened on the journey to getting to that ROI.
When we began, the business had very little visibility in its target market, no meaningful pipeline and limited recognition among prospective customers. They had been investing in PPC, but it wasn’t delivering the opportunities they needed.
Not necessarily because PPC was the wrong approach, but because the message wasn’t giving the people they wanted to do business with a compelling enough reason to act.
Together, we went back to the proposition.
We worked closely with the client to understand what they actually delivered, the problems they solved and why somebody should choose them over another provider.
Interestingly, when we documented their capabilities, their initial reaction was: “I’m not sure we can say we do all that.” They absolutely could, they just hadn’t articulated it properly. From there, we sharpened their positioning, identified the right target businesses and developed conversation openers that gave those prospects a reason to engage.
Then we picked up the phone.
We spoke directly to decision-makers, tested our thinking and uncovered genuine opportunities.
Within two months, we’d generated multiple qualified opportunities, with our outreach outperforming the PPC activity by 7:1 on the measure we’d been tracking.
Those conversations gave us real market intelligence about what mattered to prospective customers, which we could feed back into the client’s wider marketing, including their PPC campaigns.
Instead of guessing what might work, we had evidence of what was resonating with the market. That’s the difference between simply delivering sales activity and helping a business develop its market.
Our Business Developer service can help you investigate those opportunities, test your positioning and establish where your sales efforts are most likely to deliver value as you make better calls, to the right people, with a more compelling reason for having the conversation.
From assumptions to evidence
IT lead generation in action
Contract renewal dates
For many IT companies, new business development revolves around contract renewal dates so knowing when a contract expires is useful. However, if the first time a prospect hears about you is when they’re already gathering quotations, you’re entering the conversation very late.
They may already have a preferred supplier.
They may be benchmarking their incumbent’s pricing.
Or they may have decided what they want before you’ve had the opportunity to demonstrate what makes your business different.
Wouldn’t it be better if they already knew who you were?
A prospect might have another 18 months on their current contract.
They might be perfectly happy today but have an expansion planned next year.
They may simply be willing to hear from you occasionally.
Those aren’t necessarily failed sales conversations. They’re opportunities to build familiarity, understand future requirements and establish a place in the prospect’s thinking. When the timing changes, you’re no longer a complete stranger.
Selling specialist technology takes a different conversation
Not every technology business is selling managed IT support.
You might provide cybersecurity consultancy, specialist software, cloud infrastructure, technical integration or expertise that solves a very specific business problem.
Your potential customers may not even realise they have the problem you solve. And the person who recognises the technical requirement may not be the person who controls the budget.
That makes finding and engaging the right people particularly important.
We work to understand what you sell, why customers buy it and where the requirement is most likely to exist.
Then we investigate the market, identify the relevant decision-makers and begin testing those assumptions through real conversations.
You have to understand the market before you can successfully sell to it.
You don’t need thousands of IT leads. You need the right opportunities.
An appointment with somebody who has no authority, no requirement and no intention of changing supplier isn’t much use to anyone. However, a prospect who won’t be ready for another 12 months shouldn’t necessarily disappear from your pipeline. Lead generation experience recognises the difference.
Our Lead Generator service combines research, human outreach and ongoing pipeline development to help you find immediate opportunities while building relationships with future customers.
You’ll understand what’s happening in your market, which businesses are worth pursuing and where your next opportunities could come from.
And we’ll work with you to help prospects move from initial interest towards a genuine buying conversation.
Let’s find out who’s ready to talk
If you’re an IT support provider, MSP, cybersecurity specialist or technology business looking to win new customers, we’d love to understand what you’re trying to achieve.
Tell us what you sell, who your best customers are and where you’d like to take the business.
We’ll help you find the right people, start the conversations and uncover the opportunities
LET’S GET CRACKING
You can kid yourself that you’ll start making cold calls tomorrow or can you find out how Your Lead Generation can step in to generate new leads and boost sales. For a no obligation chat about how we can support you to get qualified leads for your business, get in touch via the link below.