B2B Lead Generation
How to Use Lead Generation to Create Faster Lead-To-Revenue Cycles
The goal of B2B Lead Generation programs is to create a high-quality sales pipeline. This pipeline consists of sales opportunities that have a greater likelihood of closing within the shortest amount of time.
Achieving a prosperous return on investment (ROI) with lead generation programs is a two-step process:
- Sales pipelines should be designed with the proper quality and size to keep your company’s sales team fully productive.
- Leads need to be converted to sales at a targeted rate within a targeted time frame in order to meet revenue goals.
To convert leads to sales, it is essential to understand the needs of prospects. High level decision makers are always difficult to reach. Everyone is trying to sell them something, so they screen their calls and emails. With each passing year, these decision makers are harder to reach.
To reach these prospects, it is critical to understand these decision maker’s preferences and align your selling process to fit these preferences.
A successful B2B Lead Generation program gives prospects reasons to want to be contacted. It fully aligns their interests with yours, making it easy for your sales reps to start and maintain a sales dialogue.
At SOMAmetrics, we use our Four Funnels Method to align your sales strategy with the prospective buyer’s preferences. We engage prospects with relevant, insightful content to prove our understanding of their wants and needs. This content is the key to gaining permission to call, qualify, and arrange meetings between you and your prospective buyer.
Why Most Lead Generation Programs Fail
When Lead Generation programs fail to produce the desired results, it is typically due to one or more of the following reasons:
Most Lead Generation programs tend to prefer to acquire large lists of potential prospects and leads. The tendency is to cast a large net in the hope of catching a few promising leads. This approach leads to passing on unqualified leads to the sales department. Companies find more success in Lead Generation when they narrow their focus to a small group of well-qualified leads.
A compelling message is what generates returned calls and emails from potential prospects. Messages that are general often serve no purpose, causing prospects to ignore company’s attempts at contact. Prospects want messages that address their company’s precise needs and concerns.
Most Lead Generation companies hire junior staff members in order to lower their cost and compete on price. This usually means that the BDRs don’t know how to access, engage, or properly qualify the high-level decision makers that sales reps need.
Businesses must decide what characteristics they want in a potential lead before they start to reach out to prospects. Without clear qualifying criteria, many interested but unqualified prospects are passed on to leads, leading to frustration and lack of confidence in the program.
Prospects are primarily driven by the need to solve a specific and compelling business challenge they face. High-level decision makers typically assign someone internally to do a preliminary search and report back to them with potential vendor candidates. Lead generation campaigns that don’t support this process tend to work against the prospect’s preferred buying process, resulting in poor Lead Generation performance.