– Yes! Provided the right factors are at play
In a difficult economy smaller companies are the first to feel the pinch. Lack of a demand generation strategy and process are the main reasons for lagging behind. Internet marketing has expanded product/service options, widened reach and shortened the buying process. Small enterprises need to re-invent their marketing strategies, get out there and pick up the pace to prevent being obliterated. How can they do this?
Focused B2B lead generation – large companies know its value and smaller enterprises need to test its benefits first-hand. Results of one-off efforts are short lived. This is not lead generation, it’s spike marketing. Many small companies have been disappointed with short bursts of activity because of the lack of a long term strategy. So I would caution: don’t confuse the two.
Lead progression is a continuous process that keeps the marketing wheels well-oiled and in motion. It creates and strengthens brand presence, and improves demand and conversions. Demand generation doesn’t necessarily need a big budget, rather it calls for being creative and committed…and small companies are ideally poised to reap its rich dividends.
A few distinct factors in a smaller organization’s environment can be leveraged for effective B2B lead generation:
- Decision making process is more streamlined
- Less legacy issues such as existing CRM tools and functional crossover battles
- Reduced budget forces them to be more creative
- More focus from senior management on marketing output
- A cohesive approach to business
- Less management upheaval and changes
- More sales and marketing alignment
I can’t help but emphasize that the ‘one program at a time’ approach has been the main reason small companies have not realized the real potential of B2B lead generation. Lack of understanding of the marketing process and how demand generation works has caused them to sideline a highly effective marketing tool.
Company owners or management have to look beyond the best efforts scenario and realize the power of sustained focus. It’s also important not to get bogged down or put off by small budgets. Perhaps consulting B2B lead generation and management experts is the best way to get acquainted with the countless possibilities.
In the end we are faced with an ironic situation – how do we convince larger organizations to think small when it comes to demand generation? More importantly, how do we help smaller companies think big when it comes to organizing their B2B lead generation processes?
What are your thoughts on B2B lead generation for smaller companies? Leave me a comment.
