Maximizing B2B lead generation effectively is the constant endeavor of top lead generators like GPG to help their clients- large corporate giants and small and medium ventures alike- to successfully improve their business prospects in line with their growth and profitability targets in the year 2023 and beyond.
In this era of ever-intensifying global competition and extremely busy decision-makers, these experienced vendors strive hard to bring in new customers and keep pumping quality leads into the sales funnel of their client organizations through well-planned B2B lead generation methods to stand up to the tough competition, locally and globally.
A good, comprehensive lead generation campaign can be instrumental in delivering exceptional results and ensuring sustainable business growth for a long time.
The process of identifying intent-rich leads that are prospective customers and capturing their attention holds great significance for your organization’s growth prospects.
You then approach these promising leads using effective methods to nurture them for sales.
Having succeeded in generating interest in the target audience, you use predetermined criteria to try and qualify them.
Trying to materialize demand is the endeavor of B2B lead generation services through completing the customer acquisition process.
The objective is to convert these leads that are prospective customers into closed deals to provide business to the company.
Your results depend a great deal on the effectiveness of your lead generation effort, making B2B lead generation a critical first part of the sales process.
Lead generation is the process of creating quality leads, let us try to understand the two types of B2B leads you must deal with:
Marketing qualified leads MQLs
MQLs are customers who show engagement with your marketing activities. You filter the visitors on marketing assets using predetermined qualification criteria to convert them into MQLs.
The following criteria may be used by the marketing team to qualify the leads:
- Those visitors who show interest in downloading or viewing content provided on your website
- Those who show a keen interest in attending company events and webinars
- People showing interest in multiple product pages, session time ranging from moderate to high
- Those who show interest in and sign up for free demos.
Sales-qualified leads SQLs
MQLs qualified by your marketing teams based on strong buying intent are termed as SQLs.
These are prioritized by sales teams to try and convert into closed deals.
This involves one-sided communication and the sales cycle is longer, but SQLs hold great importance since nurturing the wrong leads would adversely impact your conversion rates.
SQLs are qualified and scored by B2B lead generation companies based on predetermined criteria that are similar to those for MQLs.
3 Ways for B2B Lead Generation in 2023 to Improve Your Sales:
Why is creating B2B sales leads important:
1. For effective sales development
The core of business development in an organization is formed by B2B lead generation. The process helps build up and convert demand for your product or service.
It’s nearly impossible to generate any quality leads without having a good lead generation process, you would be facing uncertain times with your sales pipeline lying empty in the absence of a concerted lead generation effort.
2. For accurate projection of sales and profits
The company management would have a tough time if the marketing teams don’t have enough leads to reach out to, nurture, and close since this indicates an empty sales pipeline for the operating sales teams.
Accurately projecting sales and profits would become very difficult in this case, making your operations vulnerable and unsustainable.
3. For generating revenue
Lead generation has a lasting impact on the organization’s revenue and thus assumes great significance for management and executive teams.
The management always strives to have a predictable volume of high-quality leads to provide their sales teams with better opportunities to close enough deals and generate targeted revenue.
Lead generation thus becomes an essential part of the process of customer acquisition, playing a big role in revenue growth.
Creating quality B2B sales leads therefore becomes very important to ensure that your sales keep growing.
Lead generation depends on primarily two types of marketing channels to reach out to prospective buyers: a) inbound marketing, and b) outbound marketing.
Channels generating leads from traffic sources, such as social media, online advertisements, search engines, and so on, are termed inbound marketing channels.
The buying intent of the visitors is expressed through approaching or signing up for your offers.
The inbound leads have higher conversion rates and shorter sales cycles.
Leads generated by conducting outbound outreach through cold calling, cold emailing, social prospecting, etc. are termed outbound leads.
These leads have longer sales cycles but are considered more appropriate for selling big-ticket products.
You need to change your approach today and behave like a problem solver with the customer’s best interests to make your B2B lead generation campaign a grand success.
A well-planned and executed lead generation program holds great significance for sales organizations to ensure sustainable growth and good profit margins.
Source: B2B Lead Generation In 2023: 3 Ways To Improve Your Business (theglobalassociates.com)
