Lead generation in B2B
B2B Lead generation. We do this for over 30 years and every year it gets slightly smarter. Let’s be honest, marketing and communications are not known for being exact sciences. Is it a cost item? Or a source of revenue? This discussion is in the meantime definitely decided in the advantage of marketers, because we are able to quantify our contribution to business goals. That is why we focus on quality over quantity. We fix your lead management to allow us to deliver real high quality leads. Sales will be enabled to have the highest scoring chances possible.
B2B lead generation nowadays
In our vision, products are rather bought than sold nowadays. Push becomes pull. Outbound becomes inbound. Nonetheless, we are stubborn and found a way to combine traditional tools as telemarketing and direct mailing smartly with online marketing supported by CRM and marketing automation. The most important KPI for most of the marketeers is the amount of qualified leads that is generated. A bluntly approach does not fit with the importance of this. Moreover, it messes up your market. We like to share our experience in this area, as we have very longterm relationships with customers specifically in this area. Whether you need to find a solid lead generation approach, improvement of your current process, or temporarily extra capacity, we love to prove you we can contribute to your business growth.
Lead generation vs lead nurturing
Lead generation has been the main objective for every (sales driven) marketing department for decades. Lead nurturing is quite new. What is the difference? Lead generation means capturing new lead information. The definition of a lead is different for every company: we can generate Marketing Qualified Leads: leads that download content assets, but do not request sales contact yet. Or Sales Qualified Leads: these do request for contact with sales. The definition differs per organization. Nonetheless the outcome remains the same: making new numbers.
In lead nurturing you start engaging with these new leads. Earlier on, sales has followed up all leads that entered the CRM system and made no distinction in that, whether it were hot or cold leads. Now, with the rise of for example marketing automation, sales does not need to pick up cold leads anymore. With a marketing automation program you can start warming up leads automatically. By computing a lead score you can choose very efficiently the ideal moment to let sales join the conversation. No more cold leads and wasted expensive time on these from now on!
B2B marketing strategy
Is lead generation your main goal? It’s time to pick your best B2B marketing strategy. This requires insights and research to choose the right approach strategy. Which strategy fits in your situation?