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Multilingual Lead Generation- The business need for Global Enterprise

Multilingual Lead Generation

As businesses expanded and became global, English emerged as a primary business communication language. However, a recent survey suggested that only 20% of the world population speaks English and among them, English is not a native language for many. A census in the United States highlighted that more than 40% of the US population does not speak English at home.

In today’s globalized world, multilingual capabilities are a fundamental requisite for generating revenue from multiple geographies. Surveys predict that prospects are better interested if they receive information in their native language and prefer conversing in a language that they are comfortable in. This is extremely critical for a function like sales where relationship building is the deal-breaker.

Organizations that do not invest in resources with Multilingual capabilities for lead generation, or localize their marketing communication tend to lose market share in key geographies and see their global brand fragment and a decline in their brand recall.

While boardroom strategies tend to reduce the risk by identifying newer markets to grow, a strong regional and local presence is required for growing in more contemporary geographies. Regional language and local sensitivities are essential elements to engage with senior executives on their own terms of business, whilst at the same time ensuring the global brand messaging is enforced and promoted. This makes the job of the marketing team highly complex. Lacking a specialized team who understands the intricacies of the local region can impact your ability to penetrate the market significantly.

Senior executives in European and developed countries in areas of Asia, the Middle East, South America, and Africa prefer to buy in their native language. In a survey of senior executives, 61% of executives from France and 58% from Germany stated that they are more comfortable buying from someone who speaks their language, rather than English.

In the case of Japan, this number extrapolates to 68%. Organizations that desire to do business across various continents have to invest in multilingual websites and product/service collaterals in local languages. Today, Localization has become one of the top marketing priorities for marketers after social media and advertising.

However, that is only half the job done. For reaching out to relevant decision-makers you need to leverage multiple marketing channels other than digital channels. Just so you know, only having a localized website won't be enough. Organizations need to invest in inside sales capabilities to make the first conversation with a potential client. A language barrier at this stage can close the doors for you before you can even send your first pitch.

In a global enterprise, customer experience is more important than the products and services to create a sustainable competitive advantage, and that is when creating more and more content is not helpful. This is achievable by producing content in the language of the potential customer, and a content strategy that is relevant to the intended receiver, all with a single objective to maintain brand consistency.

Content is the king is a saying of the past, the emerging way of ruling a global marketplace is to create relevant content based on 4 pillars: Personalization, Localization, Delivery Channels, and Timely Delivery.

Personalized content always makes an impression in the pile of information available

Localized content will create a relationship based on trust

Using all possible channels to deliver the content will create brand resonance

Timely delivery of content is the most important aspect to hit the iron when it is hot

Global expansions and competitive advantage are the factors determining the importance of relevant content for any multinational corporation. The market forces that call for businesses to redefine the value of content include - driving global customer experience, increasing customer satisfaction, and promoting brand awareness and consistency.

Most organizations acknowledge the importance of having localized content and a multilingual inside sales team, but the siloed approach creates an obstacle in the way of achieving their goals. Marketing and Sales functions generally operate at a corporate level, and these functions are usually set up at a low-cost delivery region. On the contrary, the local marketing teams barely have enough resources to provide inside sales support to the local sales team.

This is a common reason for conflict and forces the local marketing teams to identify vendors who can support them at a local level, creating more complexities and resulting in multiple vendors calling in their specific regions for individual marketing leaders. This leads to the dilution of the value proposition at the global level and varied content versions result in the dilution of the core messaging.

To address this challenge, Beyond Codes created a global team with lead generation capabilities in 20+ languages across the globe. This ensures that the sales and marketing team must only work with one vendor for multilingual lead generation across geographies.

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Unexpected Benefits of Outsourcing Lead Generation

Lead Generation is not the responsibility of the Sales team. This statement may come as a shock but companies who expect their sales team to do lead generation, see a higher attrition rate in their sales team, a larger strength of the sales team, and in addition see a higher cost of conversion.

Additionally, the organization must invest in multiple database platforms to get relevant information about the target audience. As a result, the overall cost of sales increases, and the margins take a hit.

Outsourcing your lead generation is not a new concept, lead generation requires a dedicated and relentless following, a specialized team that can act as your extended partner, and a committed set of resources who follow up and use different tactics to get in front of the relevant target audience.

The outsourcing lead generation partner can not only take away the pressure from your sales team and help you build a steady pipeline, but they can also help you in multiple other ways. Three possible ways are listed below:

Give you strategic insights

When your sales team speaks with your potential clients, they carry a bias, they are bringing an inside-out view to your customers and a certain perception during the conversations. On the contrary, a lead generation vendor working as your extended team comes in without bias.

They are looking for cues that your potential customers are giving and trying to match them with your service offerings. Their questions are more interesting, and they are listening trying to find the answers that can help them convert this conversation into a meeting.

In addition, a lot of these questions are structurally captured by a lead generation vendor as their processes are well-defined and when this data is compiled it can give you a lot of insights into what your target accounts are doing.

b2b lead generation

Lead nurturing

When your sales team will focus on doing lead generation activities, they are simultaneously doing multiple activities, their focus is more on sales closures, speaking with potential customers, who are higher up in their decision-making journey and giving presentations and responding to proposals, and so on.

The potential customers who are in the early stages of the decision-making cycle are dropped due to a lack of time and effort needed for converting them or taking them through the decision-making cycle. An outsourcing lead generation partner can take over that effort.

As it is in their favor to convert every possible opportunity, they are more than willing to take an effort to nurture them and convert them into qualified leads which can be passed onto sales. As per statistics Lead nurturing can increase closure between 20 to 50 % at one-third of the cost of sales.

CRM maintenance

Managing and updating your contacts database is an uphill task. Large organizations have a small team dedicated to only updating the database and keeping a track of people who have moved from the organization and where they have joined.

The outsourcing lead generation partner can help you update the CRM as they make calls or use email campaigns to reach out to these contacts. This updated database can help you tremendously in marketing campaigns/email campaigns and even running offline campaigns.

In addition, your outsourcing lead generation partner can also enter strategic insights such as competitors they are working with or when is the contract up for renewal or other inputs in the CRM which can help a salesperson when following up or speaking with a contact.

These are just a few benefits that an outsourcing lead generation partner can provide.

Beyond Codes has been a leader in B2B Demand Generation, Appointment setting, and lead generation services. With clients across IT / ITeS and Product companies, our comprehensive lead generation services have helped companies scale up without investing in a large marketing and demand generation team.

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Steps of B2B Lead Generation

B2B Lead GenerationThe first step is always the most difficult. B2B lead generation is the first step in a B2B organization’s marketing strategy. B2B lead generation is finding out all the potential buyers of your product and services. Lead generation entails gathering your potential customer’s information such as name, email, company name, job title, et cetera. Without relevant information about your target audience, you will, at best, be shooting in the dark and, at worst, wasting your resource. Data is the new oil. You need the personal data of your target audience to target them with personalized sales pitches or ad campaigns on various platforms.B2B lead generation is an altogether different ballgame. It is very different from B2C – Business-to-Consumer – lead generation. Products and sales are sold directly to buyers in B2C. Because B2B is different from B2C in multiple ways, B2B leads are generated in different ways from B2C leads. If you are using the methods and strategies of B2C in B2B for lead generation, you are inviting failure.B2C companies get the most leads from old-style advertising, social media, and email, whereas the top three lead sources for B2B companies are social media, email marketing, and SEO. More than one-third of total B2B leads, claims the annual report of Hubspot, are generated through SEO, email marketing, and social media. Learning b2b sales lead generation is a crucial part of your sales cycle. To increase your sales, you need a robust lead generation strategy. The right lead-generation strategy allows the sales and marketing teams to work in tandem. When your sales and marketing teams' performance has a proper framework to follow, performance will be optimum. You now know B2B lead generation is the process used by the sales and marketing team to turn prospects into customers. It is time now to take a gander step taken in B2B lead generation. The first and foremost step in B2B lead generation is getting hold of the contact information of potential buyers. Without contact information, you will go nowhere in B2B lead generation. The next logical step is contacting potential buyers. Your sales representative reaches out to your business’s lead. There are many ways of reaching leads. Cold-calling, social media outreach, or even replying to enquires are some of the ways of contacting leads. Once contact has been established, it is pertinent to qualify and segment leads. While interacting with leads, your sales representative will have a sense of their interest in buying. According to the understanding gained during a conversation with leads, the sales team will qualify and segment leads. Segmentation of leads means putting them in different categories according to the relevance of their needs.....

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The Debate on Ways of Lead Nurturing, and That Itself

Statistics help find insights and insights help find leads. A probable way that big corporations have employed over decades is mapping the journey from visitor to consumer. With the implode of technology marketers are easily able to track and map the consumer journey. The idea is to help your clients to buy your products/services when they are ready to buy them.

WHAT IS LEAD NURTURING?

Lead Nurturing is the process of providing information / offers to prospects who are not ready to buy yet but are exploring the options available. Lead Nurturing, also referred to as Drip Marketing lets you stay at the top of the prospect’s mind and increases your brand presence. These are a key to building a long-term relationship with your prospects.

IT IS JUST LIKE DATING YOUR PERFECT MATCH

When you know back of your mind that this particular client is not in the mood of buying today, but a few weeks from now when they, they do that from you. That is, building and nurturing the relationships with probable to be clients right now so that they turn into customers in future. And, that is how you generate a lead. The short-term goals often obscure the long-term plans.

And, without a doubt, lead nurturing is a long-term thing.

Also read: Are You Letting ‘Happy Ears’ Think That You Are About To Close A Deal?

 

GETTING BACK TO STATISTICS FOR THE RIGHT INSIGHTS

So, we mentioned that the numbers were important. 65% of businesses agree that generating traffic and leads is possibly the biggest marketing challenge (HubSpot), and about the same, that is, 67% of B2B find at least an increase by 10% in sales through lead nurturing alone (Demand Gen Report, 2014).

This is evident from the impact changing your ways can have. While, 93%, a whopping figure, of B2B companies, have also found that content marketing is more useful than traditional ways for generating better leads (Marketo, Forbes). They both point towards our previous claim that changes are obvious. In the same Demand Gen Report of 2014, they state their findings that nurtured leads convey a 20% jump in sales with respect to non-nurtured ones. So, putting resources is not going to be a folly. Still wondering if you need to invest?

A figure from Hubspot, 2017 that states that a mere 8 % of salespeople said that the leads they received were of high quality. If this was not because of lack of content-driven marketing, then we would all be lost. Now, admittedly of those, 25% of salespeople said that their primary source of leads was non-nurtured marketing. So, the rest 75% came from nurtured ones.

The statistics from Marketo claims that as much as 96% of visitors that come to your website, irrespective of how flashy it is and how well-built it stands, are not ready to buy yet. This “yet” is of importance because nurturing those leads can get you the right insight, and when the time comes, they are sure to choose you over others. In the same context, Gleanster showed their findings that up to 15-20% of “these not yet ready to buy” crowd, gets converted sooner or later into customers. Although the exact trailing time is unknown, the figures do count.

Yet, we are in a constant debate on the investments and the kind of investment we need. It was reported by MarketingSherpa that 65% of B2B companies have not done anything about lead nurturing. While in order to combat this, they agree to use their landing pages to provide specific and user-targeted messages. The end of the homepage is their strategy. But, as the age of dynamic content with tools is becoming more of a mainstream with Optimizely and Google Content Experiments, it is not far that such use could be really beneficial too.

Getting into the ways of nurturing, whether, through custom messages at the end of the homepage or emails, DemandGen Report makes a substantial contribution. It found that lead nurtured emails received 4 to 10 times more responses than using templated standalone emails. And, the same report also goes as far as to put forth Forrester Research’s findings that praise companies that do lead nurturing. It found that such companies generate up to 50% more leads with 33% lesser expense than the others. Going with the same context on ways of nurturing the Statista, 2015 study found that 86% of customers were comfortable with receiving promotional emails from companies they do business with, at least monthly. This frequency is of great interest here. Though, Gelanster found that 74% of the top companies rely on automated lead nurturing.

Thus, going through the importance, results, and ways that yield those results, it is obvious that building those relationships is far more giving. It is good for the company, at any stage of its maturity.

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How the Halo Effect Contributes to Better Demand Generation

The Halo Effect

The Halo Effect, a cognitive bias, refers to the tendency to allow our overall impression of a person, a company, a product, or a service to influence our judgment of their other related traits positively. The Halo Effect can also prevent someone from accepting a person, a product, or a brand based on the idea of an unfounded belief about what is good or bad.

People tend to like a person or product based on their looks and perceive the person or product to be good. If the packaging looks good, the ingredients are perceived to be good. A well-dressed person is perceived to be good as well.

Because of the halo effect, a brand can make a quick gain even on new services/products because of the positive perception of customers. A positive or negative experience can make customers switch loyalty.

The halo effect increases brand loyalty and strengthens the brand image and reputation. Many brand owners use celebrities for brand endorsements to benefit from the halo effect of the brand ambassador. 

The halo effect influences brand, service, and product levels. At the brand level, the halo effect influences people’s perception of the organization in general. Similarly, at the product level, the packing and aesthetics can have a halo effect on a buyer’s perception of other attributes of the product. At the service level, the person can present a halo effect by their appearance and communication.

The halo effect cannot be predicted. The effect can vary in different situations.

Demand Generation

Demand Generation is the full scale of B2B Marketing and Sales initiatives that generate interest in a product or service. It is a program to focus on targeted marketing. Demand Generation goes beyond traditional marketing and SEO strategies to help marketers and salespeople make intelligent decisions for their companies.

Demand Generation is essentially the responsibility of the demand generation specialist of an organization's marketing department. The head of the marketing department gets to decide on tactics to generate audience interest by employing demand-generation strategies. The demand generation process also bridges the gap between sales and marketing teams.

The Halo Effect on Demand Generation

Considering that Demand Generation is a Marketing powerhouse, which builds brand awareness that in turn enhances the traffic and eventually translates into Lead Generation. The Halo Effect is efficiently used by B2B companies to create a sales pipeline. 

In B2B Demand Generation and account-based marketing, the halo effect offers a definite advantage. The Halo effect is a well-documented psychological phenomenon. The Halo effect works when the characteristics of a person or an object affect the perception that influences the person's judgment about the person or the thing. The Demand Generation Marketing Specialist focuses on this area.

Companies create the Halo Effect by capitalizing on their existing strengths. The firm's visibility increases with the concentration of marketing efforts on high-performing, successful products and services, and reputation and brand equity strengthens. 

When searching for a product, you look for a familiar brand on a search engine. The website leads you to purchase the product. You may not be aware, but you have been a target of the demand Generation Process of the Marketing Team. The process has made you a curious customer in the healthy pipeline.

How Does the Halo Effect Work?

The Halo Effect works across different channels. These are:

Account-based marketing

Content marketing

Adverts

Account-Based Marketing

Account-based Marketing (ABM) is a popular strategy for B2B companies to target larger accounts. Account-based marketing focuses on a method of building personalized campaigns to engage individual accounts on their specific needs and attributes.  

Content Marketing

Content is an indispensable part of any marketing system. Content marketing is the preferable strategy to engage the desired audience by sharing content, videos, podcasts, blogs, whitepapers, newsletters, emails, and articles.

Content marketing has a lasting effect on B2B and B2C clients, who tend to stay loyal to the brand for a long time. Most buyers engage in reading descriptions, reviews, captions, and other available information about a brand and its product or services

Paid Adverts

Paid adverts include Google ads and PPC (Pay Per Click); both are preferable marketers. PPC has become more popular and profitable for marketers over some time.

Paid ads produce quick results, and these ads are viral among startups. The advantage is that Paid Adverts can be target-oriented. The reach, response, and results of the Paid Adverts can be measured and analyzed.

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The ins and outs of successful appointment setting in B2B

B2B appointment setting is not just another technical task that brands need to master. Appointment setting is an art that demands a touch of creativity. Without giving your brand a human touch, you will not be able to generate credible leads and all your labor will come to naught.

In this article, we shine a bright light on important aspects that go into the making of appointment setting strategy in 2022. We discuss in detail the factors that one should consider while strategizing for a B2B appointment-setting lead. Before we discuss at length the important factors that go into the successful execution of B2B appointment setting, let’s begin with a fundamental question: what is B2B appointment generation? IN 2022, B2B appointment generation has emerged as one of the most important elements of business communication.

Let us explain to you the complexities of B2B appointment generation through an example:

Let your imagination crown you as an owner of a big tech company with an advanced solution that promises to revolutionize cybersecurity. You have a product, but you don’t have customers. It is obvious that you would like to sell your product to all those who could be your relevant customers. You are a big tech company that specializes in developing new products. You neither have the time nor patience to build a huge sales team that could take your product to its potential customers. How on earth you will be able to sell your product? The answer to this question is B2B appointment generation.

Appointment setters step in and free up your resources which might otherwise have been taken in putting together a sales team. B2B appointment generation gives a boost to your small sales team by delivering a relevant pitch that is good enough to close a deal.

B2B appointment generation, to cut a long story short, is reaching out to your target audience to increase awareness about your brand with the express motive of converting your target audience into prospective customers.

B2B appointment setting is an important cog in the wheel of lead generation and the entire sales cycle. In the beginning, the sales team members sift through the contact list to separate the wheat from the chaff and schedule appointment with interested buyers to close the deal.

How should we go about generating B2B appointments?

(a) Personalization: Gone are the days when the same message could be sent to everyone. In 2022, with more information available on your customers, the scope for personalization has increased. You can be more direct and personal in communicating with your prospective customers. Personal touch in your communication humanizes your brand and helps in creating rapport.

(b) Telemarketing: In the age of the internet, telemarketing might seem to be old-fashioned, but it works. Telemarketing is one of the top-most effective ways of reaching your target audience.

(c) Following up relentlessly on hot leads: To convert hot leads into customers, you ought to follow up with passion. Following relentlessly doesn’t mean pestering your prospective customers with innumerable calls. Rather following relentlessly means being persistent and following up at regular intervals.

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Lead Nurturing Company

79% of marketing leads never convert to sales. However long or short your buyer’s journey, lead nurturing is necessary to keep them familiar with your brand and help them move through their buying journey. A lead nurturing process turns leads into qualified prospects by delivering personalized marketing messages and informing your sales team when the lead is ready.

Lead nurturing is one of the most powerful marketing tools allowing marketers to communicate with prospects to grow synergy over time. At Beyond Codes, we track the prospect’s journey across the sales funnel and define his/her actions before a purchase. We then design a content distribution process to guide their actions. Our Lead Nurturing services combined with B2B Appointment setting services nurture the generated leads until they are converted into sales.

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A B2B Lead Generation Company that works as an Extension of your Sales Team

Offering Demand Generation Services for your Niche Products & Services

Beyond Codes is one of the Top B2B Lead Generation companies that lines up with your business objectives to accelerate your Complete Sales Funnel Needs. We assist you to generate relevant and Targeted Sales Leads, personalize marketing at each account level, nurture leads, and ease your way into B2B Appointment Setting with qualified prospects.

We specialize in curating demand generation strategies for your next-gen services including Machine Learning, Digital Transformation, Analytics, RPA, Artificial Intelligence and more.

We are one of the top lead generation companies across the globe providing multilingual b2b lead generation services in 40+ languages with both onshore and nearshore capabilities. Our presence span across US, Canada, LATAM, UK, Europe, Middle east, and APAC regions.