Check out this chart from MarketingSherpa. Salespeople don’t want leads. They want high quality leads.
Almost 7 out of 10 B2B companies say Generating high quality leads is their biggest challenge.
Lengthening sales cycles, creating value and marketing to larger groups are also concerns. Lead generation must deliver quality and not quantity.
To answer these challenges, B2B sellers MUST develop strong value propositions, create buyer personas, engage in content marketing, gently nurture leads over time, and score those leads to identify those ready to talk to sales.
One key point — marketing automation software makes it possible, but without great content and strategy, marketing automation will NOT fix the lead quality problem. Content Marketing is a critical element, and most businesses should looking into hiring a Chief Content Officer.
What do you think?
