How often does your lead generation strategy involve you with your SCM customer’s activities? Granted, there are reasons to refrain from it for fear of interfering. On the other hand, both marketing and customer support exist for the purpose of strengthening business relationships and ensuring quality.
Using Lead Generation To Monitor Supply Lines
War might be a grave subject but the role of logistics in strategy can be a fun thing. And in business, you might even encounter customers who try and view their work in that perspective. Speaking of strategy though, why not imagine your product being used in a similar fashion? Appealing to your customer’s sense of fun can generate just a few more SCM leads!
Suppose your lead generation process gave you a customer who is a retail store chain vying for business territory. Your software is being used to monitor the rate of production, inventory, and how the flow of supplies is responding to demand. Try visualizing that on some sort of game board. Your customer’s stores are on different parts of the map and a series of funky lines indicate the flow between the stores and their suppliers. Your software plays a critical role in painting that kind of picture. But what if something happens to it? How do you know if something has gone wrong and you should run straight to warn your customer?
Well first, what are some of the consequences if you do not?
- Your customer suffers shortage – It does not take a lot to imagine what happens during shortages. For warfare, it means loss of life-sustaining supplies and ammunition. In business, it means inability to fulfill customer demands.
- Your customer suffers excess – Too many of one particular supply can also be a form of shortage. Another goal that your software should help with is making sure money is not wasted on creating things that are not in demand.
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This is where your lead generation strategy comes in to play.
Now there are two different ways that the above scenario can play out in real life (and on the side, shows how your business is still involved with theirs even after the sale or the implementation).
- Cloud-based – Arguably the most active of the two, vendors of cloud-based services should be aware that anything they do will affect their B2B customers. Updates, patches, as well as subscription checks keep your business in touch. So when something goes wrong, you obviously have to use every means: including the tools you used for software lead generation.
- Traditional – In-house software may not require as much active engagement but you can still be called to get involved. You still have the existence of upgrades and updates. Flaws in your software can expose themselves. Customer support calls and reports from your development team are only the beginning. You have to actively show that you are doing everything to resolve these issues.
In short, you cannot afford to get complacent (and back on the subject of warfare, such lax attitudes could result in casualties). You must remain aware that out there, your B2B sales leads indicate customers who can use your technology to stay in the fight! Your lead generation tools and strategies are your best weapons to that end.