Andrew Kretzschmer, MultiView’s director of sales operations, has over seven years of lead generation experience. Since joining the company in 2011, his insights have been instrumental in generating new business as the company expanded its product line from digital publications to targeted campaigns, MultiView’s latest B2B advertising offering.
MH: Andrew, how would you define lead generation to someone who is new to the industry?
Andrew Kretzschmer: Lead generation is all about identifying and targeting audiences. First and foremost, who are you trying to target? Once you have determined who your audience is, you can then work on actually finding them.
MH: What tips do you have for smaller organizations?
Andrew Kretzschmer: I advise small businesses, nonprofits and startups to begin with attending local trade shows, association and industry events. I also recommend getting actively involved in a trade association.
MH: What are some major issues that affect B2B lead generation practices across all SMBs?
Andrew Kretzschmer: Many companies do not coordinate or integrate leads across departments. Every department develops leads of some sort, whether they are prospective new hires, vendors or clients. You need to have a good platform for consolidating these leads – whether it is a CRM system or just a well-planned Excel spreadsheet.
MH: What are some issues impacting the overall B2B lead generation industry?
Andrew Kretzschmer: The biggest issue for B2B marketing lead generation is getting the most up-to-date content and contact information. Because today’s professionals move so often between companies, geographic regions and industries, your data could very easily be irrelevant. Sometimes you will find that the contact is no longer at a particular company, or has a new email address or phone number. You have to constantly get fresh data.
MH: How do you focus lead generation on something as specific as plastics recycling professionals or otolaryngologists?
We also have a small, highly trained team dedicated to researching and validating specific leads. We use a variety of methods to actually make sure we are communicating with the right groups. For instance, we search for the businesses that have purchased the right keywords for qualifying as a lead. Another option is to manually check our secondary data with Google searches.
MH: How can SMBs with less staff implement hyper-niche lead generation?
Andrew Kretzschmer: There are many lead generation service providers that offer different options and prices. I recommend trying these.
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Thanks Andrew for sharing your thoughts on lead generation. This is a nice interview, you clarified all my doubts in a simple way about lead generation process.