B2B Lead Generation | Where Leads Come From
Businesses ought to take a long hard look at lead sources to ensure the health of their businesses.
t the recent Marketo Revenue Rock Star event, one of the speakers (perhaps Debbie Qadish of The Pedowitz Group) presented the unhealthy source of sales leads today. (Note that well over 1/2 – 63.3% said quality of leads needs improvement.) I think this data comes from a MarketingSherpa study.
Having expensive and experienced salespeople cold calling and nurturing leads is a massive waste of money. And they are poorly equipped for success. (One marketing executive told me “Marketing looks for Mr. Right. Sales looks for Mr. Right Now.”) Problem is…while Mr. Right Now is good for sales, Mr. Right is a prospective new customer. And there are a LOT more Mr. Right’s than Mr. Right Nows.
This is why so many companies (63%) say lead quality is a problem. Their lead generation folks (Sales) shakes the trees for a few leads – spending a LOT of money.
Marketing is far better equipped to deliver leads better and at vastly lower costs. They are equipped to craft value propositions, document lead definitions, nurture leads and score behaviors – providing sales with high quality, well nurtured leads. SiriusDecisions also found that sales teams with fewer, higher quality leads sold more than teams with more, lower quality leads.
Here is what I consider a healthy source of leads. Note that companies who invest in B2B demand generation look like this.
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What do you think? Do you agree that marketing is far better positioned to create and cultivate leads? Please enter your comments below.