B2B Lead Generation Best Practices for Small- and Mid-Sized Businesses – an Interview with MultiView’s Expert, Andrew Kretzschmer
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.
Creative Approaches in Analytics – an Interview with MultiView’s Lead Gen Expert, Andrew Kretzschmer
Andrew Kretzschmer, MultiView’s director of sales operations, is a dual package of creativity and analytics prowess. He manages MultiView’s B2B lead generation operations and fervently believes in cultivating innovation in analytics.
“Someone has to create a more efficient process. Why can’t it be you?”
An entrepreneur at heart, Andrew is always finding new opportunities. In college he built a real estate business by purchasing homes in Grand Prairie and Desoto, Texas, flipping them for revenue.
MH: How has your entrepreneurial mindset and creative thinking helped you in analytics?
AK: Creativity allows me to think outside of the box and come up with new strategies and ways of finding leads. Every day, you have to discover new ways of doing things – learning and inventing what no one has before. I am often presented with a task that I have to innovate to solve, and that is where creativity really comes into play.
MH: Can you give us an example of creativity at work in your lead generation practices?
AK: Creativity helps me see new patterns in prospect behavior, and then craft new ways of drawing correlations and targeting that behavior.
For instance, I used creativity to design a new lead scoring algorithm that takes internal and external variables from our database, such as Google AdWords or site traffic data, and combines these variables to estimate the probability of a company making a purchase based on its behavioral patterns.
MH: How did MultiView empower you to be creative in your role?
AK: If you have a great idea, this is a safe place for growing and presenting it to management. I have implemented many new ideas and improvements because of the company’s culture and approach to innovation.
That’s what I love about MultiView – it is open to new ideas and allows you to be creative by looking outside of the box for solutions.
Every MultiView digital campaign begins and ends with our talented sales force.
However, a skilled and attentive team of creatives, ad ops professionals, analysts, account managers and a wide variety of other employees are the human touch that bring every digital marketing campaign to life.
Meet the Toronto, Canada Office
From Left to Right: Jeff Foy, Jonny Hill, Tracy Becker and Kathryn Davies
This small yet powerful office contains over 35 years of collective experience in graphic design, art direction and digital marketing. MultiView’s Canadian designers and ad ops professionals are one part of the company’s greater framework of experienced, in-house creatives who craft client campaigns on a daily basis.
As the director of marketing technology, Jonny skillfully weaves together the best of design, art direction and technology. A former 3-D animator who witnessed the birth of the Internet, Jonny created the first interactive Adobe Acrobat-based CD in 1997, as well as produced Microsoft’s first live webcast at PASS 2002. He has completed more than 1,300 digital media projects over his 20-plus years of experience. Internally, Jonny is known as an email marketing, website and design mastermind – touching upon all aspects of MultiView’s outbound communications and marketing. He ensures that the creative for all client content capture and email marketing campaigns excel and perform flawlessly.
Throughout her educational experience at Georgian College, Kathryn had a “celebrity status.” Her work was so great that it was constantly showcased to alumni, students and recruiting companies. Since graduating as a dean’s list student in 2006, she now has nearly 10 years of design experience. As part of MultiView’s Ad Ops team, Kathryn works closely with writers and account managers to ensure fast, high-impact creative for targeted campaigns.
Spawned from Seneca College’s creative advertising program, Jeff brings a strong visual communications, branding and art direction background to client projects. His first few years out of college, he worked as a freelancer who crafted advertising campaigns and creative for brands like Marché Restaurants and the Children’s Hospital of Eastern Ontario. Now, as a well-established Senior Production Artist MultiView, he solely focuses on designing engaging targeted campaigns.
As the youngest and newest member of the Canadian Marketing team, Tracy brings fresh perspectives to B2B creative. On a daily basis, she works with the content capture and email marketing team to create stunning designs. Given her extensive experience working at various print shops within the Toronto area, she also assists in creating print collateral for external MultiView events.
Originally featured on Programmatic Advertising.org
However, we believe that the business of programmatic advertising is dying even though the technology holds tremendous potential.
The issue lies in an ailing programmatic industry business model.
Stocks for major programmatic players are in decline, and many industry-leading companies have merged or been acquired. Increased consolidation indicates that a market is commoditizing as product and brand innovation fall by the wayside. These factors show signs for concern, proving that the business of programmatic is in need of assistance.
Calling all doctors!
Agencies should be hospitals for marketing campaigns.
Brands seek the help of agencies to heal campaigns. Today, agencies are armed with an incredibly powerful array of precise algorithms and high-quality data for strengthening audience relationships. However, they lack the most essential element for saving client campaigns, and therefore, the industry — service.
An agency without service is like a hospital without doctors.
Attentive service from agency programmatic doctors is crucial. Service has a dual purpose in healing the industry. It not only differentiates programmatic providers in a fog of technical buzzwords, but is a necessity for improving client campaigns. Programmatic consumers desperately need teams of attentive data scientists, account managers and creatives for perfecting client campaigns.
“Patient heal-thy-self” doesn’t work in programmatic
Customers turn to advertising agencies for advice, expertise and solutions. Simply handing clients a platform and wishing them good luck in managing their campaign violates the programmatic, Hippocratic Oath.
The business of programmatic has blatantly neglected the fact that proactive human insight and guidance are still necessary for running advertising campaigns. Most clients are simply incapable of improving their programmatic investment’s performance by themselves. They lack the knowledge, insight and resources to optimize their investment. The personal touch – manually configured campaigns and intuitive, eye-catching creative – are not options, but requirements.
Programmatic Advertising.org argues that industry players trust relationships with attentive data science, marketing and creative experts much more than platforms or algorithms alone. This layer of humanity makes programmatic more productive and profitable for all.
Because the industry is taking a commoditized approach, the focus on service has been eliminated from product focus and brand positioning. As a result, the programmatic business model fails advertisers and programmatic providers alike.
Programmatic advertising is a service, not a product.
Many people fail to realize that while algorithms are skilled at understanding past information, they only have a limited ability to draw correlations with new data that could lead to major improvements in campaigns.
Experienced human management and ingenuity connects the dots among computer algorithms, historical data and a constantly evolving set of inputs.
An algorithm only knows what its human wielder shares with it. For instance, consider the term “daVinci Robotic Surgery.” An algorithm could easily track the phrase, but understanding the context of the term in a publication is much more challenging. Algorithms often struggle in generating additional terms that relate to products or services, even when machine learning is applied.
Involving humanity in programmatic advertising is the key to record-breaking campaign performance and a durable, vivacious industry.
We are stewards of programmatic in this incredible era of data-driven marketing.
Let’s save the programmatic business model in 2015 by pursuing a renewed focus on dedicated service and attentive client campaign management.
During the past few years, MultiView scoured the U.S. and Canada in search of family business owners pursuing their dreams by creating new solutions to age-old problems.
In the process, MultiView created Good Company, a series of mini-documentaries featuring a wide range of small-business entrepreneurs across North America.
The companies that were showcased range from Avian Bird Fashions – a business focused on styling birds with garments that eliminate messes – all the way to 21st Amendment – a craft brewpub that is restoring San Francisco’s historic, eclectic community beer scene. The tremendous diversity of small businesses represented shows viewers the myriad forms that entrepreneurship, creativity and innovation can take.
Good Company is currently being aired on C-Suite TV, a web-based digital on-demand business channel created by Jeffrey Hayzlett. It provides interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders.