01st Sep, 2022
, , Designation
- Lead generation is one of the key goals and a key metric to gauge the effectiveness and ROI of B2B demand generation campaigns
- It is also one of the most uphill tasks for B2B marketers where quality of prospects matters more than the quantum
- Organizations need a strict lead qualification criteria and align their values with the marketing campaigns to attract meaningful leads
Generating qualified B2B sales leads is the bane of every organization. No matter how good a product the companies sell or how spectacular their customer service is, without qualified sales leads, they don’t have a business. B2B lead generation, when executed correctly, will help a company outsmart its competitors and leapfrog quickly.
However, one of the crucial denominators of a strong lead generation program is the quality of the leads generated. Merely increasing the volume and not doing a quality check will lead to the wastage of marketing dollars and sales representatives’ working hours. 85% of B2B marketers say that lead generation is their biggest challenge. While it is a common notion that a higher lead quantum would mean higher sales volume, it is not entirely true. According to HubSpot, 70% of marketing teams fail to reach their revenue goals. Therefore, it is crucial to prioritize quality over quantity for maximizing ROI and reaching sales goals. Let’s look at the best ways to amplify B2B sales lead quality.
Steps to enhance the quality of B2B sales leads
Typically, a B2B sales cycle involves four phases, including finding, contacting, qualifying, and converting the leads.
#1 Act on organizational values to attract meaningful leads
Generating sales leads is one thing and generating leads with whom the company wants to work with is completely different. The foundation of a successful B2B lead generation campaign rests on attracting the type of clients the organization wants to work with. Keeping the organization’s progressive values at the center of every demand generation campaign will attract like-minded people.
Before designing the campaign structure, enterprises must be steadfast in their beliefs and make their mission the first priority. Distributed across all strategies from digital marketing to B2B telesales services, the mindset will act as a magnet to generate more meaningful B2B sales leads.
#2 Build strict criteria for sales leads
While prospecting, marketers must begin by zeroing in on accounts that would be perfect for their offerings. They shouldn’t settle for generic and broadly outlined criteria and should get more detailed and granular with their definition of a qualified lead. This will ensure that they are only contacting leads that are a perfect fit and avoid wasting hours talking to prospects who don’t show intent to buy from them.
To help overcome this challenge, companies can leverage updated and accurate B2B corporate data from data companies like Denave. Our proprietary data platform allows companies to find leads based on criteria such as:
- Technographic data
- Demographic data
- Firmographic data
- Intent data
High-quality, GDPR-compliant data will help enterprises take out the guesswork from their lead generation processes and see better conversion results.
Leverage Denave’s B2B database services to source verified and accurate contact data of decision-makers and professionals across 10Mn+ companies.
#3 Build a relationship with prospects before they are ready to buy
Inbound lead generation is a systemic process of providing prospects with critical information and problem-solving communication to funnel them into the sales pipeline. Before anything else, B2B demand generation teams should understand the needs of their prospects and create content that answers their queries and resolves their pain points.
A composite mix of digital marketing and B2B telemarketing services is the need of the hour to source and qualify high-value leads. Tactics like social media marketing, email marketing, and paid advertising supported by telesales processes will help shore up visibility and generate trust among customers.
#4 Build a lead scoring system
For organizations struggling with poor lead quality, investing in a sound lead scoring system is critical to reviving their dipping ROI. It should be incorporated at the very start of the campaigns and should be continued all the way until the sale is concluded.
Almost every company, big or small, integrates CRMs in their demand generation processes which have lead scoring systems in-built. The lead scoring system allows sales reps to assign a numeric value for each lead based on their purchase intent. This helps them prioritize leads and engage with accounts that are showing better intent to buy. It also enables the B2B demand generation teams to identify which prospects are a good fit for their products/services.
Enhancing lead quality is a long and continuous process. Companies need to optimize their demand generation strategies, prioritize larger organizational values, and build a strong relationship with prospects to funnel more qualified leads into the system. It is critical to find a correct formula for lead nurturing and segmentation to improve the B2B lead quality.
Contact us to kickstart your digital demand generation campaign and strengthen your sales pipeline with high-quality leads.