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.
