95% of B2B marketers and founders struggle with the same challenge – lead generation. No matter how great your product, or how good your sales team are at closing sales, a lack of leads means that your business will struggle. The importance of lead generation is true no matter what B2B industry you’re in or the size of your business.
Lead generation is a matter of business survival
Your business survives on leads. If you operate in a B2B market, then leads are the lifeblood of your business. It’s nice to have visitors to your website, and it’s great to have followers on social media, but none of it matters unless you can convert those visitors and connections into leads, leads that will ultimately generate revenue for your business. The number one reason businesses in B2B markets fail is a lack of leads. B2B organisations invest heavily in social, content, advertising and more, but many B2B marketing teams struggle to convert that awareness into demand and sales quality leads. It’s incredible how poor marketing ROI is in the majority of B2B businesses, no matter what size and what industry. From accountants to marketing agencies or the latest SaaS breakthrough. If you can’t generate leads your business is going to fail.
Back to basics on lead generation
What is lead generation?
Lead generation is the process of capturing interest in a product with the aim of eventually converting that interest into a revenue-generating sale. Increasingly B2B buyers are self-educating, this has resulted in the transformation of lead generation in the areas of demand generation, lead nurturing and lead qualification.
Transformation of lead generation
In the past buyers expected that sales would walk them through their purchasing decision. Marketing was responsible for finding names of people sales had to speak to. Now we live in a society where information is everywhere, and the modern marketing team is much more heavily involved in the sales process. Buyers are doing more research themselves, and it’s the responsibility of marketing not only to capture buyer interest but also nurture it. B2B buyers want sales to get involved at a much later stage, and when they do get involved, sales are finding much more informed buyers.
The B2B digital presence is more important than ever
Buyers are seeking out information, and they are finding that information online. This puts digital marketing at the forefront of importance for B2B organisations that need to fill their marketing funnel. From social to search B2B buyers are learning about their challenges and possible solutions online. The task of the marketing team is to meet the information need with content that stands out above the competition. Marketing to the B2B buyer is all about positioning the organisation as a trusted authority and providing educational content.
Sales and marketing funnels unlock automation
In recent years marketing automation has ingrained itself in most marketing teams that can afford the hefty investment both in money and time. The time it takes to manage these systems and make good use of them is usually overlooked, but in many cases, the more advanced capabilities of the systems go unused. Marketing automation is far from automated marketing. Marketing automation systems only support the middle of the funnel.
For automated marketing, you need to consider top of the funnel, middle of the funnel and the bottom of the funnel marketing. End to end sales and marketing funnel automation is what FullerFunnels is here to help you build and automate.
Additional reading on B2B lead generation
The whole lead generation process is tough — especially when you only rely on traditional methods. Sending cold emails and scraping together lists can be incredibly demoralizing because let’s face it — most of those people don’t really want to talk to you.
If lead generation is the engine that drives your business, then content marketing is the premium grade gasoline you use to fill that engine. The power of content marketing has made it easier than ever to implement evergreen lead generation strategies and convert those leads into happy satisfied customers.
It’s been years since the power’s shifted away from marketers and advertisers and in favour of Internet consumers. Now more than ever, people are empowered to choose their own experiences online. They’re actively avoiding ad content — and instead of living by advertisers’ rule books, they’re deciding what to click on, what to read, what to download, and what to buy … and what not to.