If there was just one thing I could do to improve the quality of sales leads, what is it?
B2B Lead Generation: What’s the ONE Thing I should do?
That question is at the top of many minds and I’ve given it a lot of thought. In fact, a study by MarketingSherpa found lack of quality leads was the #1 problem for 8 out of 10 CMOs.
What’s the answer?
B2B lead generation is a science — and thus cannot be distilled down to a single
ever, there is one glaring problem in B2B Demand Generation that I want to shout from the roof-tops.
The biggest mistake I see in B2B Demand Generation is the lack of a:
Deep understanding of target customers
Case in point, I’m talking with the President of a PPC search marketing company. His company is very successful — with many clients and lots of articles. His co-founder has even written two books. So why is his business struggling?
If you say it’s the economy, you’re only half right.
Look at his website through customer eyes and ask yourself these questions as if you were the buyer:
- Why am I here? What led me to here? What am I looking for?
- What am I thinking - based on where I am in my decision making process.
- Who are you? (And you better answer in about 20 seconds or less.)
- Can I find an answer to my business problem? How have others solved my business problem?
- Is the answer specific for me and my role in the company?
- Do you discuss the answers in terms I understand or are you using acronyms from your industry?
Can’t tell you who it is, but if one quickly sees that that President’s website answers none of these questions. As a result, prospective buyers are not interested.
Here’s what a great prospect persona looks like. (Thanks to Stephanie Tilton of TenTon Marketing for this graphic.)
In B2B Lead Generation, your goal is to build trust and move prospective buyers though their buying process — so you can provide high quality sales leads for your salespeople.
What do you need to build trust and move them through a buying cycle?
Deep understanding of customers and prospective customers.
Get out there and talk to them.
Jeff Ogden is President of the B2B lead generation company Find New Customers “Lead Generation Made Simple” Check out the online show every Friday at 11am ET, “Laugh and Learn with the Fearless Competitor.” Find New Customers is one of few lead generation companies in New York.
Find New Customers helps companies like yours (with 150 to 5,000 employees and complex products) implement lead generation programs to improve the way you find and acquire high quality sales leads using best practices in online lead generation. Quality leads matter. In fact, a recent study found that sales teams with fewer, high quality sales leads closed more than sales teams with more leads of dubious quality.
If you wish to do sales lead generation online, contact the B2B lead generation experts at Find New Customers. Use the form below to send me a personal note or Leave a Reply to post a permanent comment on this article.