When that percentage is too small, however, it can be a struggle to find positive ROI with lead gen efforts.įor this reason, lead generation strategies need to balance quantity and quality. Some percentage of leads will convert into paying customers. They fuel your sales pipeline, and thus, your business. Those that consistently generate quality leads gain a clear competitive advantage.
High levels of competition and crowded marketplaces have made B2B lead generation a major challenge for today’s companies. If you sell content management software, the market is decidedly more distinct. If you sell tennis shoes, almost anyone could be a viable lead. Relative to the B2C version, B2B lead generation tends to be more acutely targeted. Companies use a variety of sales and marketing tactics to generate leads (as I’ll cover shortly), but one way or the other, it is essential to have well defined processes in place. Lead generation encompasses all activities relating to the identification and cultivation of potential customers. It’s an extremely important topic with vital implications, so I’m giving it the attention it deserves.Īll things B2B lead generation - what it is, why it matters, and how to get it right in the modern digital marketplace. Lead generation is a central focus for any B2B organization that’s interested in driving consistent and reliable revenue.
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