15 Sep The 6 Biggest challenges in B2B lead generation and how to overcome them
Lead generation, especially in the B2B space, is a constant challenge for executives such as yourself. You’re presented with a gamut of options from social media content marketing to attending conferences and thought leadership.
At Linked Strategies, we have almost ten years of experience in generating leads from c-suite executives in our clients’ exact target markets. These are the most common problems executives come across in lead generation, from our learning. Over the next few weeks, we’ll be sharing solutions, based on our experience, to each and every one of them. We’ll add our blogs on how to overcome these problems below, once they are published. In the meantime, see if any of these challenges resonate.
Problem 1: I need to generate a higher volume of leads.
This is perhaps a perennial problem for most businesses. Unless you’ve recently come to the end of a successful sales cycle, you’re probably always looking for ways to increase volume. It’s never easy, but there are strategies that can be applied, especially around messaging and the mediums you use for marketing, that will bring results in the B2B executive space. Check out our blog on the subject when it is published.
Problem 2: Need a higher quality of leads
Salads are best served cold, leads, on the other hand, are not. All too often, we find that leads make it to sales teams long before they should and get turned off as a result. This can often be because of a misunderstanding around what constitutes a lead, which is no surprise, given the number of organizations out there claiming to be lead generators. A thorough understanding of the division of different lead types is what you need, from raw data about your target market, right through to a sales qualified lead.
You’ll be able to check out our blog on the subject in the coming days.
Problem 3: Companies are relying on content marketing to generate high quality leads
We hear this all the time too. Content marketing has worked wonders in the B2C space in recent years, but effectiveness in the B2B space is much more complex to achieve. I know a huge number of CEOs who slip up here, especially when trying to market to other executives. The fact is, execs rarely make time to engage with content unless they receive it from someone with authority. More on that to come when our blog is published.
Problem 4: Weak correlation between marketing activity and ROI
Measurement and predictability are huge issues in the marketing and lead generation space. In most situations, it’s practically impossible to measure results entirely accurately. There are ways it can be done however, depending on the medium you chose for your campaign. Predictability is another ball game entirely. Take attending marketing events for lead generation, for example, due to COVID, they’re no longer happening. Even when they are, they certainly don’t provide much by way of predictability, you might get ten lads, you might get none. Again, there are ways around this. Check back in to our blog on the subject in a few days.
Problem 4: Sales teams are looking for an order to take, not a lead to sell
In our experience, a lot of sales departments are looking for the company to do most of the work before a lead is even presented to them. They’re not looking to nurture prospects who might not be ready to buy right away. They get a prospect that says they want a casual conversation and dismiss them.
We know that generating leads is just the first part of closing a deal. Regardless of the quality of the leads coming in, if your sales initiatives aren’t converting, they’re worth squat. At Linked Strategies we don’t just generate leads, where needed, we also train executives or sales people on how to close deals with executives for big ticket offerings. Check out our blog on how to nurture leads in the coming days.
Problem 6: Always relied on referrals for new business and need to scale beyond that
It’s hard to refute the fact that referrals, over a long enough time period, might make you a $20 million company. A lot of companies that sell big ticket offerings are reliant on referral marketing. It’s very difficult to convince a CEO to part with five, six, seven or eight figure sums without an advantage like that. The problem is, this makes it very difficult for organizations to scale their marketing, because it’s practically impossible to replicate referrals by throwing money at lead generation. That said, there are ways around it. Check out our blog on the subject when it is published.