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Lead Generation

B2B Lead generation

If you run a B2B lead generation program, you may wonder how you can improve on your leads.  Even if you have a few good leads, you can always use more.  You do not want to waste any time or resources when you could be doing better.  Filling your sales quotas means converting valuable leads into sales.  If you get a lot of leads through your B2B program that are not really qualified to turn into leads, you are wasting time and effort you do not have to spare.  Lead generation can bring a lot of leads your way, but if those leads are not high in quality, they will not have a direct impact on your sales.

If you are serious about your B2B marketing, whether you are using email, telemarketing or another method, you need to understand it is not just a numbers game.  in order to maximize your efforts, you will need to put an effective system into place that will not only produce leads, but leads that are sales ready.  Here are a few tips to help you improve your overall lead generation program.

1. Understand your Market
Though this sounds like common sense, it is something you need to do anyway.  Sometimes, marketing campaigns are put into place to generate leads for sales, but in the end, they simply waste time and money trying to sell things to other businesses that do not really need their products or services.  You need to understand your market so that you can identify who will really possibly buy what you have to sell.  You also need to monitor the market to watch for business opportunities that might arise.  There are plenty of relevant changes in a company that could take place through your lead generation.  You might expand the business in a new way, form a new business, or do any number of other things.  When you understand your market, you are more likely to responde to new ideas and offers that come your way.

2. Work on a Definition for a Good Sales Lead
Before you start cold calling various businesses looking for leads, sit down with a brainstorming team and decide on some criteria for a qualified, good sales lead.  Have a clear definition for a good sales lead so that you can have an impact on your lead generation results.  You will no longer be sidetracked by leads that do not match your criteria and, therefore, will likely not go anywhere.  Instead, you can concentrate on the leads that will likely end in a sale.

3. Put Good People on it
Once you understand the market and know what you want to do with it in terms of qualified leads, put your best sales associates onto the strategy.  Choose those who have the right experience and training as well as a certain amount of passion for the job and give them your targeted prospect list to work on making leads into sales.

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Melissa O'Sullivan

Melissa has worked in digital marketing for over 15 years. She cut her teeth in the CSE models for various retailers and now spends most of her time building great brand development programs across social media. Melissa has been a contributor to MarketingThis.com since 2011.

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