Maximising event follow-up with Lead Verifyr

Post-pandemic it’s easy to assume that everything has moved online, but when it comes to B2B, and especially the IT channel, face-to-face events are back in full swing, and they play a significant role in driving meaningful customer experiences and organization success.

According to a survey conducted by Bizzabo in June 2023, 81.7% of event organizers stated that at least half of their B2B events are in person. And most vendors have traditionally spent a large majority of their marketing development funds (MDF) on events for their partners.

Live events are a crucial part of B2B marketing strategies, and 60% of marketing leaders plan to incorporate them into their outreach programmes in the next year.

Although events are seen as an important strategy for lead generation of quality opportunities, organizing events can be resource heavy for both marketing investment and human capital– securing a slot, sponsorship fees, branded merchandise for attendees, travel costs, accommodation, entertainment costs and of course your employee’s time are all considerations to juggle when putting on an event. Against these upfront costs, there is also the constant pressure to demonstrate ROI by not only attracting a lot of attendees, but the right attendees that will convert to revenue.

Pre-event steps to find and engage the right people:

Identifying and engaging relevant prospects is key to increasing not only event attendance but also customer experiences with your brand. Here are some steps you can take pre-event to maximise engagement:

  1. Verify Target Account List: The first step in any successful B2B event marketing strategy is ensuring you are targeting the right accounts. Utilize data-driven techniques and market research to refine your list. This may include analyzing past attendee data, studying your existing customer base, and leveraging industry insights to identify the most relevant accounts. A verified target account list sets the stage for a successful event by ensuring that you are connecting with the businesses most likely to benefit from your offerings.
  2. Identify Buying Committees: It is crucial to identify and engage the entire buying committee for each target account. Research key stakeholders within the organization, including decision-makers, influencers, and gatekeepers. Tailor your pre-event messaging to resonate with each of these personas, addressing their specific pain points and priorities. This approach ensures that your outreach is comprehensive and speaks directly to the needs of all involved parties.
  3. Secure Prospect's Consent: Securing consent pre-event is key to engaging with attendees before the event. This can be done by telemarketing and programmatic campaigns which simultaneously build brand awareness, awareness of the event and allow you to gain attendees consent to be contacted.
  4. Engage Pre-event: Once you have confirmed consent, engaging with prospects before the event is essential to encourage attendance, and confirm face-to-face meetings. Use this opportunity to nurture prospects and educate them on your products and services so they have a strong familiarity with your brand before they arrive at your stand.  

Post-event follow-up with Lead Verifyr

The end of the event does not signal the end of your engagement with attendees. Follow-up after an event is imperative to generate true ROI and convert attendees to valuable customers.

Lead Verifyr by BNZSA is powered by our team of highly trained BDRs and is designed to make your pipeline work harder and is the perfect solution to maximise post-event conversion rates.

Once an event is over, our BDRs will contact the list of attendees who engaged with our client pre-event or at the event itself. By calling on the client’s behalf, our BDRs will be able to verify that the contact information provided is correct. This engagement enables our agents to interact with the prospect on a deeper level, fully understand their motives and needs, and gather insights into buying committees and purchasing processes.

Those contacts who are identified as being a tangible sales opportunity will be invited to a three-way call with both BNZSA’s BDR and a sales representative from the client, using BNZSA’s unique Warm HandoverTM (WHOTM) method.

Clients can then concentrate on opportunities that are more likely to convert to closed won deals rather than losing time and resources following-up with irrelevant contacts.

Lead Verifyr for Events - A Case Study

Campaign Objective:

Verify and identify sales opportunities from a list of 245 leads generated across 39 regions globally from an Integrated Systems event in Q1 provided to us by our client.

What we did:

As the prospects were based across EMEA, we launched BDR support in 5 local native languages – French, Spanish, Portuguese, Italian and English. Any prospects contacted in a non-native language were contacted in English.

BDRs connected with event attendees to verify all contact information, and to understand the prospects’ profiles, their needs, and to identify buying committees and any tangible sales opportunities for our client.

The Results:

Close the deal with Opportunity Finder

Join us for this six-part blog series where we’ll spotlight each of the key pillars of Opportunity Finder – the end-to-end revenue generator that can help you identify, engage, and close key accounts.

Tips for close the deal

Opportunity Finder helps you secure valuable sales opportunities to add to your pipeline, but how can it help close and guarantee revenue?

Our teams of BDRs and SDRs not only give support for pipeline generation, but our SDR-Sales-as-a-Service offering allows you to avail of SDRs who act as a full-time sales resource who handle the deal throughout the entire sales cycle.

How to close the deal with Opportunity Finder:

BDR-as-a-Service:

BNZSA’s BDR-as-a-Service is designed to both enhance the functions of your in-house BDR team, while also giving instant resources and multilingual support to generate credible and compliant opportunities that are more mature in the sales cycle. Our BDRs can profile accounts, follow up on digital activity, qualify leads and identify decision makers and buying committees gaining additional contextual insights through their conversations.

Those identified as a sales ready opportunity are then invited to a Warm HandoverTM call, a three-way call brokered by the BDR between the prospect and client. BDRs are leased on a time-based model, can have a client email, and call on behalf of the client. Training in the product or service by the client is recommended before deployment.

SDR-as-A-Service:

Like the BDR-as-a-service model, the SDR- As-A-Service” model provides an SDR who is effectively a full-time sales resource for the client. Essentially it is a “sales-as-a-service” offering, with a fixed fee and commission pricing structure.  

The key difference between the BDR and SDR models is that the SDR handles the entire sales cycle, generating closed sales and revenue with an agreed commission structure to create a strategic partnership. 

BNZSA’s team of BDRs and SDRs can support 26 languages with native speakers that allows clients to instantly ramp up in new territories, achieve a lower cost of sale and see quick, sustainable, and measurable ROI to investment. 

In short, Opportunity Finder is designed to offer our clients a strategic partnership that works because our client’s success is BNZSA’s success.

With face-to-face events back in full flow for the first time since pre-Covid, our final installment of our Opportunity Finder series will detail how using BNZSA’s services can help you to identify, and engage the right people at upcoming events.

Engage your prospects with Opportunity Finder

Join us for this six-part blog series where we’ll spotlight each of the key pillars of Opportunity Finder – the end-to-end revenue generator that can help you identify, engage, and close key accounts.

Tip for engage your prospects

So, we’ve done the research to find who is in market, who are the decision makers we need to speak to and most importantly, we have gained their consent to contact them. How can you now engage your prospects with Opportunity Finder?

Once a prospect shows interest and you have gained their consent, quick and proactive follow-up via digital and human outreach is vital to maximise the momentum of the opportunity.

How to engage contacts with Opportunity Finder:

Using Opportunity Finder, you can connect and engage with decision makers by deploying the right strategies across the digital and telemarketing toolbelt.  

Ultra Nurture:

Companies often find that prospects can get stuck in the middle of the funnel without ever converting. Ultra Nurture ensures prospects stayed engaged through retargeted programmatic advertising and email nurturing to drive contacts to specially curated content hubs to further educate them about your products and services.

Lead Verifyr:

In many cases, volumes of leads that have been generated cannot be magically or instantly nurtured to be sales ready. This doesn’t mean the prospect is not interested in the product or service, they might not have budget, working on another project or simply might need a bit more information to make a decision. In this case, Lead Verifyr can set aside any leads that may be sales ready and then look to set up three-way ‘Warm Handover’ call between BNZSA, the prospect and the client or put them into nurturing tracks where we can send more information and revisit them at a later stage, reducing the wastage many companies go through when purchasing the same lead potentially from another supplier further down the line.

Our Ultra Nurture and Lead Verifyr services are powered by highly trained BDRs and SDRs, with 26 languages spoken natively by our employees, so you can land and expand in new territories or support in-house sales resources.

In the penultimate blog in this series, we will break down how to Opportunity Finder can help you finalise sales, generating actual closed revenue as well as a strong pipeline.

Ignite the lead gen eco-system with Opportunity Finder

Join us for this six-part blog series where we’ll spotlight each of the key pillars of Opportunity Finder – the end-to-end revenue generator that can help you identify, engage, and close key accounts.

Tips for Ignite the lead gen eco-system

In the first two segments of this blog series, we establish the importance of building a robust database complete with company information, intent insights, and prospect contact details. But how do you ensure that your messaging lands with this database?

Now you need to ignite the lead generation eco-system to increase brand awareness among your target audience, but more importantly it is vital to gain clear user consent to engage and regularly communicate with customers and prospects.

How to gain consent from your prospects:

Opportunity Finder allows you to gain consent with different methods:

Consent Buildr:

GDPR and other privacy regulations are a non-negotiable when it comes to generating a database of consented contacts. Consent Buildr takes the uncertainty out of compliance as we gain the prospect’s consent on your behalf, meaning that once opportunities are found, they can be legitimately followed up.

With Consent Buildr our team of business development representatives (BDRs) will call and confirm that there is genuine interest from the prospect and that they are happy to receive relevant information.

Programmatic advertising:

When integrated correctly, focused digital campaigns can be integral towards achieving specific goals throughout the sales cycle. We offer Programmatic advertising services which can drive targeted contacts to landing pages where they digitally consent to opt-in.

Once consent is gained either through digital or telemarketing, you can ignite the lead generation universe and increase brand awareness and customer education with targeted content and messaging for contacts who are ready to be engaged.

Part 4 of this series will discuss how BNZSA, powered by Anteriad’s services such as Content Creatr, Lead Verifyr and Ultra Nurture can help you take the next steps to fully engage your prospects.  

Find the right people with Opportunity Finder

Join us for this six-part blog series where we’ll spotlight each of the key pillars of Opportunity Finder – the end-to-end revenue generator that can help you identify, engage, and close key accounts.

how to find the right people

As we discussed in part one, data is the core foundation to a successful marketing campaign. But enriching your database with all the company data and intent insights in the world is a futile exercise if you don’t know who the right people are to speak to in your target accounts.

From influencers to decision makers and budget holders, there are many touch points and contacts along the pipeline that make a sale possible, and finding the right people is crucial to influence a company that fits your ideal customer profile (ICP).

BNZSA, powered by Anteriad’s Contact Findr service aims to reduce the time involved trawling through platforms like LinkedIn Sales Navigator and other similar resources so you can target the right people at the right time with the right message and discover the buying committee.

Finding the right ICP:

When we enrich a database, this often populates company information, but lacks insights into the actual people and profiles you want to reach. Contact Findr is powered by our Data Researchers who complete contact records manually using public domain resources such as LinkedIn Sales Navigator, Zoom Info, Hoovers etc. saving you time trawling through multiple platforms.

By combining the intent insights gathered in the “Enrich” stage, and contact information in the “Find” stage, you have a complete, tailor-made database with accurate information of the people you want to target.

Now you have a complete database that’s ready for the next step of Opportunity Finder – “Ignite”.

Come back for part three where we will discuss how you can use Opportunity Finder to ignite the lead generation eco-system and generate the first touch points with your prospects.

Enrich your customer data with Opportunity Finder

Join us for this six-part blog series where we’ll spotlight each of the key pillars of Opportunity Finder – the end-to-end revenue generator that can help you identify, engage, and close key accounts.

How to enrich your customer data

Businesses are always trying to crack the code of getting better return on investment (ROI) from marketing spend, and with growing uncertainty over the current economic climate, finding ways to optimise budget for best results is key.

Pipeline generation and activation requires applying various strategies along the full sales funnel to fully engage and convert prospects to opportunities effectively.

This first instalment of a six-part blog series will delve into the first element of Opportunity Finder’s key pillars – Enrich – defining the importance of data to set your campaign up for success. Each blog will show how each step was designed with revenue generation in mind to identify real opportunities, not just leads that sit stagnantly in the pipeline or are discarded.

Data Science in B2B marketing:

When it comes to developing a valuable B2B marketing strategy, it goes without saying that accurate data is key to building a sturdy foundation. Companies can often fall at this first hurdle – they struggle with siloed, inconsistent, and incomplete data. In the data science world, garbage in i.e., poor quality data, is garbage out that lacks actionable insight.

Better decisions start with better data, so Opportunity Finder starts with data to derive the information needed to select the right contacts to accurately target our client’s messaging. We use our first party and intent data enhanced with technographic and firmographic data to optimise outreach from the offset.

In a fast-paced marketing and sales environment, it’s crucial to strategically direct your resources to where they will have the biggest impact.

Usually, a wide range of data is analysed to reach informed decisions, help define Ideal Customer Profiles (ICPs) and identify high potential opportunities more accurately.

Insights are gathered from first and third-party data sources to enrich your database with key information and intent data about your target companies, so you are fully equipped to understand what influences your prospects buying behaviours so you can adapt your outreach strategy from the outset.

Part Two will spotlight the second pillar of Opportunity Finder – “Find” – and will showcase our Contact Findr service which can help you pinpoint the right people and buying committees to speak to.

Save up to 44% in costs by switching to BNZSA, powered by Anteriad’s new SDR-Sales-as-a-Service model.

First, we had the pandemic. Second, we had the great resignation and quietly quitting and more recently we have seen swathes of layoffs in the Tech Industry that started in Q4 last year and has added another 170K to the disturbing tally in Q1 this year, according to Layoffs.fyi

Unfortunately, this trend looks likely to continue in 2023 as the economy worsens through inflation, the fall in dominance of the petro-dollar[2] and other geopolitical factors that are putting unprecedented strains on energy bills, supply chains and the overall cost of living.

These above factors have contributed greatly to the number of vacancies for SDRs and BDRs in company sales forces or removal of roles for companies that need to downsize. This in turn is putting a lot of pressure on incumbent teams that are picking up the extra work left by vacating colleagues. Burn out across the board, is rife.

In fact, many industry watchers have noted in the last couple of years, sales staff are facing higher levels of burnout than ever before. In part due to high pressure to reach targets in an unpredictable market, this has led to voluntary sales departures reaching 67% in recent years. This causes an additional level of uncertainty when it comes to staff retention and return on the investment when sourcing talent. 

And prospective employees and employers know this, with strong candidates currently having up to five offers from rival companies in their back pocket to strike the best deal.

But paying over the odds for a candidate that doesn’t work out after their three-month probation can be even more costly for companies and the process of recruiting a replacement could take a further few months leaving the company without revenue or resource for a potential six months or more.

According to career planning site Zappia, the average cost of a bad hire is $14,900, or 30% of the hire’s yearly salary.  

Even when a candidate looks likely to fit the bill, the overall package offered to a) beat the competition b) incentive the candidate such as points in the business, health membership, gym membership and the other hygiene factors like hybrid work- all add to the overall oncosts of that FTE. And we haven’t even mentioned the costs of software licences, IT equipment for that person to do their work.

BDR and SDR Sales-as-a-Service

For all of the above reasons, BNZSA has introduced its Revenue or SDR-Sales-as-Service Model (SDR-SaaS) to help companies to maintain healthy resourcing levels to facilitate pipeline acceleration, backfill vacancies with temporary or longer term non-full-time employees, and to manage the entire sales process and contribute to a sales number and target.

Soft launched in late 2022, SDR-SaaS model builds on BNZSA’s successful time based BDR model, where customers are billed on the time of the agent rather than a traditional cost-per-lead (CPL) basis.

Based on customer feedback, the BDR model was introduced to help our clients back fill existing teams due to unfilled vacancies or more cost-effective way to maintain staffing levels or to land and expand in new territories, thanks to BNZSA’s 26 native language speaking capabilities.

With a BDR approach, BNZSA reps either calling from BNZSA on behalf of the client or as a white label service, can tailor each conversation to the account or individual and engage prospects in a conversation about their business, growth plans, challenges, and opportunities.

Each prospect is nurtured and ‘account managed’ so that even if they are not ready for a sales conversation at the time of call, we have an open door with them with consent and can re-engage at the right time.

When sales ready prospects are identified from nurtured tracks, they are invited to a three-way meeting called a Warm HandoverTM (WHO) with our client’s sales rep. 

Based on BNZSA’s internal research, conversion rates are up to 300% higher using the WHO approach compared with a traditional BANT / appointment booking.

As well as identifying potentially sales ready opportunities, BDR agents also make an average of 80-100 calls a day; send out 15-25 daily emails and 20-30 LinkedIN interactions and can perform other tasks such as verify leads that might have been generated via social media, for example. In all 20 days a month are dedicated to the client team.

Originally, many of our clients felt that supplementing existing teams with BNZSA BDRs would be a temporary measure until the economy picked up after Covid, but due to other geopolitical factors such as the energy crisis and resulting inflation, many of our clients were not only retaining and expanding levels of BDRs they were also asking if these BDRs could play an even greater role as a fully fledged SDR resource that can not only find sales ready leads, but also close them too! We said yes and the SDR-as-a-Service model was born with all the same benefits of a BDR but also revenue to agreed targets.

Total cost of ownership of sales resources

Using recruitment site Glassdoor data as a benchmark, we compared not just the basic salaries and OTE earnings with using our BDR and SDR agents as a service, but also calculated the total cost of ownership of overall compensation with all the oncosts associated with hiring a FTE BDR and SDR. The savings we calculated were significant.

First, we looked at a number of agency level jobs for account managers, that might be deployed in generating sales pipelines, we found an average salary from a number of posts for an entry level account manager role. Using the same methodology, we did the same for an enterprise sales resource at large IT software and hardware company and also for a large cloud supplier. We logged the average salary between a few companies. We also logged either the bonus or OTE commission level to the basic salary to arrive at a total for compensation compared with engaging with a BNZSA BDR or SDR.

Differents graphics about true cost of ownership of SDR

In terms of oncost assumptions:

For other hygiene considerations, we assumed that in order to attract the best candidates they would need to offer:

On top of these oncosts there are the actual equipment costs and software licences needed for the FTE to be able to perform their assigned duties such as physical IT hardware, laptops and phones and the various per seat licenses that come with accessing CRM systems and sales and data tools such as LinkedIn.

In addition to the cost savings, the SDR-SaaS representative is also tasked with a revenue number that doesn’t kick in until after three months, so not only are there significant cost savings versus hiring an FTE, the SDR that can also receive specific training by the client can also contribute to the overall number and hopefully allow the client to ride the current storm and come out stronger on the other side.

BNZSA Spotlight:

True cost of ownership of an FTE: 

  1. Compensation: Between €70-200K
  2. Equipment: circa €30K depending on equipment and licenses
  3. Benefits: from €30K including mandatory pension scheme, paid holiday and sick leave

BDR-as-a-Service:  

BNZSA BDRs work on a time-based model, where the client typically pays for 20 days a month depending on their needs. The use of BNZSA’s data services is included in the BDRs time-based fee at no extra cost. As the BDR works in a waterfall model, this allows for a deeper engagement with prospects. 

The BDR can be trained by the client in the unique selling points of the product or service, understand who an ideal customer is and can work with the client on a script to ensure brand protection and management.   

SDR Sales-as-a-Service:  

Like the BDR-as-a-service model, the SDR- As-A-Service” model provides an SDR who is effectively a full-time sales resource for the client. Essentially it is a “sales-as-a-service” offering, with a fixed fee and commission pricing structure.   

The key difference between the BDR and SDR models is that the SDR handles the entire sales cycle, generating closed sales and revenue with an agreed commission structure to create a strategic partnership.  

Total cost of ownership of BNZSA BDR or SDR:

Unlike the case of an FTE, by using BDR or SDR “Sales-as-a-Service”, companies can eliminate the costs associated with equipment and benefits for sales staff and minimise the risk of a “bad hire”, generating up 44% more ROI.

Additional reporting by Sinéad Conboy.

[1] Costs compared to a Full Time, Employee (FTE)

[2] Until recently oil was priced and bought exclusively in US dollars having a positive effect to that currency and subsequent economy.

Anteriad acquires BNZSA: A message from BNZSA's CEO, Brahim Samhoud

It has been ten years since BNZSA was founded. Our goal from Day 1 was always to be a disruptive force capable of changing the B2B marketing industry for the better. And we have achieved that.  

Over the last decade, BNZSA has brought multiple ground-breaking innovations to the market such as The Warm HandoverTM, Opportunity Finder, and most recently Knowledge Exchange, which is still in its pilot phase. Our service offering has evolved over time based on our first-hand experience in the market, allowing us to provide services backed by both first- and third-party data, as well as the crucial element, human intelligence, to revolutionise pipeline generation strategies for leading IT companies. 

We invested heavily in our global culture. We have been able grow our global presence with offices based in Spain, UK, France, and Morocco, with teams covering EMEA, Middle Eastern, US, Australian and Japanese markets.  

BNZSA has big ambitions for the future; this presented us with two options, either we continued this journey alone and took the risk that it will take another ten years to develop better integrated global offerings, or we looked to partner with a company whose ambitions and values align with ours.  

This is where Anteriad comes into the picture, and on Friday, 31 March, 2023 the deal was finalised for Anteriad to acquire BNZSA.  

So, what does this mean for BNZSA? We will now operate as BNZSA, powered by Anteriad, as a separate division of Anteriad and I will remain as CEO of BNZSA.  

I am thoroughly impressed by what Anteriad has managed to achieve in the B2B marketing space, especially their tech and data stack, such as the Anteriad Marketing Cloud. Our services are entirely complementary. While Anteriad focused on developing their technology and data driven solutions, we focused on the human offering. Anteriad has a strong presence in the US and India, while BNZSA is driven by a multi-cultural team of more than 300 people, speaking 26 languages natively, giving us a truly international presence with the power of understanding cultural nuances in different markets. Our European base gives Anteriad more direct access to the EMEA markets, expanding its sales reach and accelerating its growth in EMEA.  

This acquisition is great news for the industry. By combining our forces, we are integrating the best of both worlds to create the most comprehensive sales and marketing stack that the market has seen. I am thrilled to have found the right partner who can bring BNZSA to the next level, and it’s been great to see how Anteriad’s client obsession mirrors ours. I look forward to supporting our incredibly talented teams to innovate and grow.  

I want to take this opportunity to thank everyone who has been a part of BNZSA’s journey, both past and present. We would not be in this position today without the dedication and hard work from our Rockers, support teams, management, and incredible leadership team. Your support has been second to none to drive BNZSA’s success this far, and I am excited to see where this next chapter takes us.  

Together, I have no doubt that Anteriad and BNZSA will take B2B marketing to a whole new level, driven by data and powered by people. Anteriad and BNZSA – Together We Rock! 

For more information about the acquisition please see anteriad.com. 

The Use of AI in B2B Content Creation

Artificial Intelligence (AI) has come a long way in recent years, revolutionising many industries and making tasks easier and more efficient. However, despite its many capabilities, AI is not without limitations.

OpenAI’s language modelling chatbot, ChatGPT, was launched in November 2022. Harnessing the power of a unimaginable dataset compared to previous chatbots, 570 GB to be precise, ChatGPT has truly taken the world by storm.

Social media has been inundated with tips and tricks of how to use it optimally and posts lauding its success and rightly so, it is a very useful tool. (We may have even used it to help create this blog!) However, its popularity has fueled the AI vs human intelligence (HI) debate, even raising the question of whether similar tools will eventually replace creative content teams completely.

A worrying thought for any content creator, but fear not, as the answer is no. Although the capabilities of such tools seem endless, they are not without their limitations. Tools like ChatGPT certainly have a role to play in B2B content creation, but there is a long way to go to before they could ever come close to replacing a human team.  

Advantages:

Marketeers can and should use AI to elevate and optimise their workload but should not rely on it completely to generate original content. There are many ways AI can be used to enhance content creation such as:

Innovation and creativity:

Time efficiency:

AI can process large amounts of data in a short space of time and generate relevant ideas for your business. This saves time and resources which may have been spent by a writer manually researching a topic.

AI tools can be a great sounding board to get your creativity flowing. As mentioned earlier ChatGPT is based on a massive database of information, this allows you to access different perspectives and expertise and bring fresh ideas to your content plans.

Personalisation:

Tools such as ChatGPT can be used to generate more personalised messaging, making your content more relevant to your target audience. This can help to increase engagement and conversion rates.

Limitations:

Despite its place within B2B content creation, AI still has it limitations, which is why it should be used in tandem with HI rather than replacing it entirely. Some constraints to take into consideration are:

Lack of context:

AI can struggle to fully understand context in which is content is being created. This can lead to content that is inappropriate or irrelevant to your target audience being generated.

Limited understanding of cultural and social nuances:

Humans can identify nuances which need to be factored into messaging easier than AI can. Content with insensitive or inappropriate messaging can seriously damage a brand’s reputation.

Plagiarism:

As ChatGPT is based on existing information there is a high risk that it will not generate original content which can cause problems with copyright infringement and fair use policies if not detected.

No customer knowledge:

Similarly to not being able to fully understand nuance and context, AI will not fully understand what matters to your customers and cannot respond to customer feedback in real time. Crucially it also cannot generate original research which is a valuable content format in B2B.

Bias:

Although ChatGPT is based on a mammoth of information, a lot of what is freely available on the internet is heavily biased or simply complete misinformation or “fake news”. This can create an unreliable narrative throughout the content it creates.

It is clear that AI and ChatGPT have a place in B2B content creation, but it should be considered as a tool to enhance the work of human intelligence. While these tools can generate valuable content ideas and even entire pieces, there are too many risks involved in relying on them completely as they cannot replace the creativity, nuance, and expertise of human content teams.

Additionally, there are security concerns as increasingly malicious users are using AI to generate more realistic messaging to scam users, adding to growing cybersecurity concerns. We will delve further into the security threats that AI models pose in the next segment of our AI in B2B blog series.  

Avoid content fatigue and maximise your lead generation eco-system.

Companies invest in resources and do a lot of work to map out their addressable market, identify their Ideal Customer Profile and build a database of relevant contacts. This is an essential task to build an eco-system of consented contacts to use in sales and marketing outreach.  

Having a robust database of contacts is crucial for a successful B2B marketing strategy. But there are three questions that need to be answered when addressing this eco-system:

Even if the leads generated are high quality, contacts can easily become disengaged if bombarded with irrelevant content when they are not at the right stage of their purchasing cycle. Marketing and sales teams then play a dangerous game of trying to keep their prospects engaged and educated through content marketing, while also trying to avoid overloading them with messaging that won’t land.

So, once you define your audience how can you easily personalise your reach?

Data is key

Intent data, data science and decision science can help you to enrich your database with vital information regarding purchasing cycles, buying committees, and stakeholders within your target accounts.

This data means you can categorize prospects into the following:

Not only can you identify the “low-hanging fruits” that are currently in market, but also potential customers that may need further nurture and education before they are ready to buy.  

Tailor your messaging

These insights can be incorporated into your digital activity allowing you to tailor your messaging based on buyer persona, buying intent, industry etc.

This could be a programmatic campaign which has messaging revolving around a special offer or discount for those who are actively in market to encourage a quicker conversion.

Or this could be applied by tailoring emailing sequences with different messaging based on behavioural triggers and engagement levels.  

Quick & proactive BDR follow-up

However, it is not enough to solely engage prospects digitally it is important to have BDR or SDR resources in place to actively follow-up once their behaviour shows interest or that they are in market. This human element allows you to further understand their needs as a buyer, but also deepens their knowledge of your product or service.  

Quick BDR follow-up means you can capitalize on the momentum of the prospects interest, in turn bringing them further along the sales pipeline, and increasing the possibility of converting the opportunity to closed won.

BNZSA’s Opportunity Finder is a fully integrated solution, which follows these principles. It combines some of the most advanced lead generation tools, allowing you to identify credible, qualified opportunities, engage them at the right time and increase conversion rates.

Case Study

BNZSA recently applied these steps to a telemarketing campaign for our client, a blue chip IT enterprise in an effort to re-engage 62 leads which were deemed as closed negative by a third-party agency. Once these leads were passed to us, we:

By following this process, we were able to deliver: