“The vast majority of CMO’s in the study indicated that generating high quality leads is their top challenge. Nearly twice as many respondents indicated this was a pertinent challenge over any other challenge listed.”
Source: MarketingSherpa B2B Marketing Benchmark Study, August 2010 of 297 CMOs
Certainly, marketing automation software helps and plays a key role. But if you think buying marketing automation will fix your problem, you’re barking up the wrong tree.
Marketing automation is needed, but it’s only a small part of the solution. Marketing software is the engine that powers marketing, but you need fuel and a skilled driver. Or to say it another way, buying marketing automation is like buying a new set of golf clubs – you might shave off a stroke or two, but you won’t be great golfer.
The study agrees, saying that software alone will note “make for an optimized sales funnel.” Without resources dedicated to the things here, they say the software will not do much for the organization.
You really fix the problem, you’ll need deep buyer personas, content marketing, lead nurturing, lead scoring and more. It’s hard work, requires careful planning, and good teamwork. Most of that needs to be done BEFORE you make a big commitment to marketing automation. But almost no one has the skill and experience in-house. Trying to teach yourself golf and you’ll have a fool for a client. By same token, B2B lead generation is one hairy beast – best left to the professionals.
This is why great companies like Nuspark Marketing, Allinio, Bluebird Strategies, and PointClear exist. They are uniquely positioned to help your company solve this problem once and for all. Click on their websites to check them out and contact one of them today. (I’ve added links for each to make that easy for you.)
How do you plan to address the high quality sales lead problem?
Jeff Ogden is President of 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. Follow Jeff on Twitter or download the free white paper on lead generation.
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.