While most B2B companies require lead generation to thrive, marketers consider it to be a grueling challenge. In a study conducted by HubSpot, 61% of marketers opined that generating leads and traffic was their biggest hurdle.
If you find yourself in the same predicament, fret not; we’re here for you. Providing lead generation services to clients all over the world for the last 5 years has given us a unique perspective and valuable insights. As a result, we have identified 5 common, yet critical lead generation obstacles that most marketers face, and have outlined a roadmap to overcome them. Take a look at what they are, and how you can sidestep them to make lead generation easier and smoother.
Lack of appropriate strategy
A survey revealed that arriving at the ideal strategy to attract prospects is the top challenge for B2B marketers. Oftentimes you may rush through this process so that you can move on to implementation and execution, however, it is worth spending time on this aspect. The success or failure of all lead generation efforts depends on the strategy, and so, getting it right is key.
Once you have details such as your target audience’s preferences, pain points, and decision-making process, create a strategy that streamlines and simplifies their journey. Make your company and product/service’s information easily available to them on search engines and social media platforms. Periodically, conduct surveys or send out questionnaires to understand your target audience better. Based on the results, improvise your lead generation strategy. This way, when you finally reach out to prospects, getting their buy-in becomes easier.
Despite your best efforts, getting no response from prospects is another major setback that you may face. And, the more people ignore your call, the lesser the conversions.
Experts are of the opinion that the probable reason behind prospects avoiding sales calls is because they believe you have nothing extraordinary to offer. The initial few seconds of any call are crucial, and that is where your representatives need to grab the prospect’s attention. To make calls more effective, define the ideal customer persona and identify the touchpoints that you can use to hook them. Use these insights to finetune how you approach and engage with your prospects, as well as what you say.
Also, train your representatives to identify the prospect’s role function and pitch to them accordingly. Educate your staff to handle both in-person and online interactions. Taking these measures helps you better your efforts, prepare for every outcome and therefore improve your success rate.
Inability to connect with the right person
Usually, there are multiple stakeholders in an organization. Oftentimes, connecting with the wrong person, and not the decision-maker, is what impacts lead generation negatively.
Here’s a two-pronged approach to overcome this obstacle. Begin by identifying the decision-makers for organizations you’re targeting by evaluating the industry, company’s size and structure, as well as revenue. Based on the data collected, prepare a strategy that conveys your intention and shows how your product/service is the best solution. Define the kind of information you’ll be providing and the tonality as well. This is important as you don’t want to sound condescending. Thereafter, use a combination of inbound and outbound tactics to improve results.
Unclear picture of performance
Apart from creating an all-encompassing strategy, also define metrics that you will measure to understand the efficacy of your strategy. If you skip this step to expedite the process, you won’t have a way to quantifiably measure your performance. You won’t know whether you’re on the right path or not, and how much you need to course-correct.
On the other hand, with rigorous tracking, you’ll be able to spot areas of improvement instantly, and take measurable action. As a hygiene activity, be sure to maintain a database comprising details of every lead, the number of people contacted, total leads captured, conversions, and revenue generated.
Large investment required
Lead generation is an extensive undertaking. Apart from hiring a number of lead generation experts, sales reps, and data analysts, you will also need to spend on other necessary overheads. This is in addition to financing activities that support lead nurturing and acquisition, be it content marketing, email marketing, paid ads, data enrichment, or web design.
On the whole, footing all these costs is a huge financial undertaking. The solution to this problem is simple. Instead of making a sizeable investment in-house, partner with a lead generation agency such as Resolute B2B. We can take on lead generation and nurturing on your behalf, keeping your expenses to a minimum. As experts, we track performance continuously and share weekly and monthly reports too. It’s all the benefits that you could ask for, at a fraction of the cost. What’s more, reports suggest that when you collaborate with a third-party expert, efficiency increases by 43%.
We hope that now you have a simple way to address the most common lead generation challenges. And, if you need personalized advice to solve a unique lead generation hurdle, write to us at firstname.lastname@example.org, and one of our experts will get in touch with you.