B2B Lead Generation: Who is the Owner of a Complex Sale?

 Who should take the onus of B2B lead generation? Is it the sales or the marketing team?

In today's market space, where competition is cutthroat, we always hold someone or the other responsible when things do not turn out the way they are expected to.

When in a sales meet, I often hear the same issue. The sales and marketing teams are not doing a great job because they both feel it is the other's job.

But did you know both are right?

I will tell you how.

Companies often do not define what salespeople do as "lead generation" or "demand generation." Instead, they term it as business development, pipeline development, or prospecting.

Even with a rise in content and inbound marketing, salespeople find themselves carrying the burden of prospecting for their leads. This is where they waste most of their time, energy, and resources and still struggle to find the right people who will be interested in talking to them.

Remember, the primary catalyst that can surge the sales graph and add to the ROI is leads. (Realistically, not just leads but marketing qualified leads.)

Today the number one challenge faced by marketers is lead generation. And believe me, with millions of free resources already competing for attention, it is inevitable to sign up a B2B demand generation agency for professional services.

Formula to align sales and marketing strategies for success

To stand out,  it is essential to think out of the box and be a little experimental.

But is it necessary to do all this in-house, involving the time and efforts of employees meant to close deals and increase the revenue?

A B2B lead generation company is an agency that understands the importance of volume and quality of leads for business success.

These B2B lead generation companies help businesses save time spent on nurturing and following up unproductive leads. They do this by offering a plethora of services.

What does a marketing quality leads provider agency offer?

A marketing qualified leads company is often involved in delivering services dealing with leads that show interest in what a brand offers. Basis the marketing efforts, these leads are often intentionally brought face to face with your enterprise as they had voluntarily submitted forms on the website, opted for a program, or added items to the cart, and so on.

In the marketing lingo, marketing qualified leads are classified as the ones with high conversion potential.

So let's find out other ways demand generation services help businesses obtain an enriched sales funnel.

B2B appointment setting services

We have heard about these types of services a million times. But did you know the drill followed to acquire such leads?

An expert B2B demand generation company works with the sales rep team, involved in the sales development activity. These activities include a trained sales representatives calling and nurturing qualified sales leads. It involves a sales rep setting appointments for another sales representative who will deliver a more in-depth and detailed sales pitch to close a deal.

Content syndication program

Technically, content syndication marketing is about republishing content on other sites in order to reach a wider audience.

How content marketing really works

Step 1 – Create and promote inspirational, impactful, or memorable content about your brand for the target audience.

Step 2 – People see the Ad or content, but they don't necessarily act on it right away.

Step 3 – Later, when the need arises, people

(a) do a brand search for your stuff

(b) do an unbranded search but are biased toward clicking and buying from you

On a professional level, content syndication service providers republish various digital content such as syndicate articles, infographics, video content, blogs, news, and articles. These activities help increase website traffic and ultimately the sales figures.

Conclusion

The secret behind B2B revenue growth lies in the expertise, data, and tools deployed to generate leads that focus on quality and quantity.

Attempting to carry out lead gen services in-house proves extremely time-consuming and expensive for any organization.

Hence, it is best to invest in services offered by a B2B lead generation company or data solutions company, or people-based marketing solutions company that aligns best with your business needs.

Ingredients for a Killer B2B Demand Generation Strategy for New Brands

 “B2B demand generation is a cakewalk.”

Said no one ever.

Especially if your business is the newbie in town, and if you have tried increasing the sales figure by generating more leads, you already know how tough it is.

Trying to establish a brand, you must have heard about many challenges such as brand knowledge, brand value, brand appeal, and more. But the real survival of any brand is highly dependent on its customer base. This indirectly means no customers-> no feedback, no feedback-> no word of mouth, no word of mouth-> no organic publicity, and no organic publicity-> no customers.

To get out of this vicious circle and set your brand free to achieve the best in the market that is crowded with competition, let us give it our best shot by adding some of the handpicked B2B demand generation services offered by industry professionals.

The brand story

The brand is a promise. A promise of the value or experience a customer gets every single time. A brand incessantly promises quality, consistent experience, customer service, and value for money.

Putting myself in the customers’ shoe

Headphones are something I am very particular about. Honestly, I wouldn’t say I like to experiment with what I purchase because there is no way I can compromise on the quality of sound. This is why I only go for headphones from Sony. Believe me you, I never have had any complaints and the only time I needed to buy a new pair was when I lost the one I already had.

This is the power of a brand. But Sony did not become successful overnight. It took time and effort to get to where it is today.

So no matter how promising the product or service you put on the shelf is. Finding marketing qualified leads that can be converted to a promising customer base is inevitable.

Behind the scenes

Businesses are often on the hunt for new customers, but when your business is new in the market, it needs to do a lot more in comparison to already established names. And no one knows this better than the marketing team.

Remember, the fight for brand supremacy is extremely essential to achieve all that a brand can give to your business.

However, to showcase the world elements such as awareness, uniqueness, innovation, reliability, and quality, it is extremely essential to pay close attention to your lead generation strategy.

Tips to chalk out a winning B2B lead generation services strategy

The DNA of no two businesses is alike; hence it is essential to customize the marketing efforts for improved results.

To help you in your brand journey, here are elements that can be leveraged at your discretion to uplift the new business and head on the brand journey.

Content syndication marketing

Give away your best. Yes, content syndication is an activity that has immense power to showcase what your business is all about. It is a platform that can make that noise and tell the world your products and services are available.

This platform gives businesses the flexibility to use a variety of digital content such as blogs, infographics, news, and even videos.

B2B data management services

Big or small, data is an essential fuel to power the success of every business. No doubt, marketers are great with what they do, but to build a brand, engage new customers, and drive revenue, data specialists and marketing operations experts are irreplaceable.  

Professional B2B data management service provider have the right expertise to deal with data. Therefore, investing in these services is essential to make the most of your data, strengthen your brand, and make a difference to the bottom line.

In essence

“Teach a parrot the terms’ supply and demand,’ and you’ve got an economist.” Thomas Carlyle, Historian and Writer

But that is not how it works.

To find success, it is essential to determine how well of a fit each prospect is for your business. Based on the BANT (Budget, Authority, Need, Timeline) qualification framework, it is easy to channelize efforts and money toward a promising prospect.

So, as a newbie in the market, if you want to build concrete lead generation strategies, it is essential to do your homework right and signup for professionals who understand your needs and have had similar experiences in the past.