Use Lead Generation That Does Small Research On The Side

Business software is no stranger to research and getting information. However, that need for research and data extends all the way down to lead generation and marketing. Whether you're outsourcing the process or have your own marketers, you should never put your salespeople at risk with unverified facts.

Companies like yours should be the first to know how harmful sketchy information can be. Why would your salespeople insist on a lead generation campaign if they had all the information they need to succeed in selling your software?

Now, take a look at HR software. Whether it's in assisting the department itself or assisting recruitment managers, this is one process where companies need as many details on a candidate as possible. In fact, it's supposed to actually help both parties save the more tedious trouble of writing and storing resumes, employee records, and at times paper payroll. If these factors aren't considered when generating HR leads, then there's no point in even selling the software at all.

So the next time you want a campaign, here's a small list of things your lead generator should consider researching:

    Unlikely target markets - Your current or past customers make for a really good example. Software doesn't stay effective for long. Asides from mere glitches and bugs, good software companies are all about implementing effective innovation. If you have a new and improved version of your software, who should be the first to know asides from your past clients? On the other hand, you also need to be sure that this is something these clients want. This is where a bit of research can go a long way. Make sure your lead generators are capable of aligning the interest of your prospect with the new features you've added before marking them as qualified B2B leads.

    Indirectly affected parties - As stated before, HR software affects more than your target market. Asides from job applicants, it can also affect your prospect's current employees. You don't need to market to them directly but still do need to research the effects of your software on them. You cannot prevent the domino effect they will have on your B2B customer's experience. Be it your current clients or unfamiliar prospects, get your marketers to check how HR software is being used in their companies. Are employees having trouble punching in or punching out? Are applicants finding it difficult to navigate an online form? Is there even an excessive dependence on the software itself and not enough realization on the prospect's part that technology isn't the ultimate substitute?

    Business size and industry - Business size implies a set number of employees, a factor obviously considered when marketing HR software. While knowing the size is already a given requirement in software lead generation, go a bit beyond that and see if it has ties to its industry. What's the point of this? Culture. What a business engages in and how many employees it has will inevitably produce a particular work culture. Culture will obviously impact their views towards HR software and their need for it.

You still shouldn't ignore the usual factors to consider when qualifying sales leads (decision maker's name, budget etc) but these might not always be enough to say if that prospect will make for a satisfied customer. Make sure your lead generators are willing to do a bit of research on the side for their lead generation campaigns so as to find out just a bit more!