Why Lead Generation is Important in Today’s B2B Marketing

Why Lead Generation is Important in Today's B2B Marketing (Featured Image)

The primary goal of lead generation is to create a sales pipeline by capturing and stimulating the interest of buyers in a certain product or service. It can be done online, offline, or a combination of both. 

There are many channels for acquiring leads but without a solid lead generation process, you will just be wasting time.

When it comes to processes, there’s no one-size-fits-all solution. Often, it is the product of constant evaluation of your existing processes where you determine what works and what does not. 

Moreover, a solid lead generation process does not only focus on acquiring leads but also puts into consideration the nurturing and customer retention strategies. In other words, it should be a holistic strategy.

This article will share with you some insider tips and tricks based on our experience as a lead generation services provider.

Here’s what a solid lead generation process can bring

Aligns with how today’s B2B customers actually begin their buying journey

A few decades ago, lead generation involves the marketing team acquiring the names of prospects and passing them to sales. The buyer expects the sales team to give them in-depth information about the product or service. On the other hand, the sales team expects to be talking to early-stage buyers who haven’t been qualified yet.

The modern consumer, however, is the direct opposite. They can get the information they need from a variety of resources. Thus, they already know about the product or service even before they talk to the sales team.

With a solid lead generation program, you become a valuable resource to prospects throughout their buying journey. You position yourself as an expert who can help them solve their pain points. That includes giving them expert advice and answering any questions they may have along the way. 

Related: How to Generate Leads Faster with this Proven Outbound Workflow

Allows you to easily refocus or scale your customer acquisition program

A good lead generation system can be easily measured by KPIs. Your KPI criteria depend on your business goal, process, and target audience. These let you know whether your strategy is effective or not and scale your customer acquisition program easily.

Related: B2B Customer Acquisition Examples: 10 Campaigns to Learn From

Shortens the sales cycle and improves win rates

Part of a solid lead generation program is a solid lead scoring system. This allows you to easily determine whether a lead is already in the buying process or still deciding. If you are able to determine your leads immediately, you save your team from wasting time and doing unnecessary things. Furthermore, you can easily evaluate which areas need improvement, and which ones are effective.

You can also easily filter, deliver, and enhance your leads to different systems. Once you identify the highest quality leads, you can also direct them to the right conversion process while avoiding those that don’t meet your criteria.

Related: Lead Scoring: The 5 Attributes To Consider When Ranking Your Leads

Sets the stage for building relationships and trust

Content marketing is part of a solid lead generation process. Through this channel, you position yourself not only as an expert but also as someone who offers a solution through valuable content. By regularly and consistently providing relevant content, you earn the trust of your customers and prospects. Consequently, it is not difficult to build relationships once trust is established between both parties. 

Related: Best Lead Nurturing Outcomes: Insights from Parenthood

Increases the return on marketing investment

Clear processes give birth to clear goals and objectives. When your marketing and sales team know what they should be looking for, they become more effective and productive with what they do. And with everything in place, an increase in your ROI is inevitable. 

Related: Account-based Marketing: Why It Delivers the Highest ROI

Don’t Waste the Benefits

Any good strategy is wasted if it remains on paper. Furthermore, it won’t be as effective if not communicated to your team properly. If you want some guidance on how to create a solid lead generation program, we will be happy to walk you through it.

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