The primary issue is a lack of agreement on what constitutes a “qualified lead.” Marketing has one definition, while sales has another. The lead qualification process has been a point of contention for companies of all stripes. This brings us to the critical subject of lead qualification. It’s more efficient - in terms of time and cost - to develop 10 leads with a high likelihood of conversion, rather than 50 with an extremely low likelihood. More leads theoretically means more customers, but when only a small fraction are converting, the methods probably require some adjustment. When that percentage is too small, however, it can be a struggle to find positive ROI with lead gen efforts.įor this reason, lead generation strategies need to balance quantity and quality. Some percentage of leads will convert into paying customers. They fuel your sales pipeline, and thus, your business. Those that consistently generate quality leads gain a clear competitive advantage. High levels of competition and crowded marketplaces have made B2B lead generation a major challenge for today’s companies.

If you sell content management software, the market is decidedly more distinct. If you sell tennis shoes, almost anyone could be a viable lead. Relative to the B2C version, B2B lead generation tends to be more acutely targeted. Companies use a variety of sales and marketing tactics to generate leads (as we’ll cover shortly), but one way or the other, it is essential to have well defined processes in place. Lead generation encompasses all activities relating to the identification and cultivation of potential customers. Read on to learn about all things B2B lead generation - what it is, why it matters, and how to get it right in the modern digital marketplace. It’s an extremely important topic with vital implications, so we’re giving it the attention it deserves.

Lead generation is a central focus for any B2B organization that’s interested in driving consistent and reliable revenue.

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