Overcome lead generation obstacles with 3 Simple Steps

Lead generation has always been one of the most challenging aspects of B2B. Low conversions can impact revenue and ROI. Although many companies are investing in resources and techniques that can enhance sales, lead generation continues to be a major pain-point for B2B business leaders.

As prospects get easy access to data and information, reaching out to potential customers before they make a purchase decision is becoming more challenging. To simplify lead generation and to reduce its challenges, here are 3 simple steps that you can easily adopt.

But before we go forward, let us understand some of the common lead gen challenges

Investment

Companies need to invest a lot of time and money in lead generation campaigns. These campaigns are usually very expensive and when done in-house can be very demanding in terms of hiring resources, training and development, getting the right contacts, acquiring validated database and more. These things require massive budgets. Many companies adopt paid ads and use other techniques such as optimizing landing pages, running email campaigns etc. these generate additional costs.

Time

Lead generation is a time-consuming process. Finding or chasing leads is the just the beginning of the process. These leads have to be nurtured with personalized communication and other methods so that they can finally convert into business. Marketing teams cannot just pass on any lead to the sales team. A lot of time has to be invested in capturing qualified leads, also known as marketing qualified leads and these leads need to be nurtured before they can be converted into sales qualified leads.

Not all leads convert

It’s a fact that most leads don’t convert, and while the sales and marketing teams spend immense time and efforts in trying to convert the leads into business, most leads slip out of the funnel without getting converted. This not only impacts business, but also adversely impacts the morale of the team.

Let us see some simple techniques that can reduce these lead generation challenges-

Build relationships

B2B is complex because there are many decision-makers at various different levels. In order to attract, delight and convert prospects, B2B marketers cannot just depend on just research and data. Leveraging that data to build relationships with these prospects can create a solid ground for lead conversion. Therefore, B2B vendors need to focus on building relationships with prospects and nurturing them from time to time.

Create unique content assets

Marketers can create and offer content that is aligned with their search and the type of content that addresses the pain-points of customers. Based on the buyer personas, marketers can create content that can help them nurture leads.

Adopt omni-channel approach: Increased digital presence, multiple channels and platforms are creating opportunities for customers to be present on the web, social media, and other digital channels and widen their search for products and services.  Customers in 2022 want to be nurtured through various different channels. An omni-channel approach can therefore help vendors to attract, delight and engage customers before they make any buying decision.  

Conclusion-

B2B marketers can accelerate lead generation and conversions by using combination of techniques. The aim is to simplify lead generation; hence, marketers need to focus on building relationships, investing in content and using a multi-channel approach to attract and convert leads.