Although lead generation is responsible for one of your company’s most valuable assets, the customer, lead generation is the foundation of your B2B business.
Essentially, lead generation is the process of locating and identifying potential customers. Although it may seem simple, the process of generating a lead (especially a qualified one) can follow many paths and involve a variety of marketing and sales efforts.
However, the payoff from an established and formal lead generation process can be huge, as B2B companies that implement a mature lead generation process generate 133% more revenue than companies without a developed process.
However, setting up a mature lead generation process is no easy task. Creating an established process that provides this type of ROI requires contributions and investments from the leadership team and the board.
A total of 63% of marketers cite lead generation and traffic as their biggest challenges, so leaders must take an active role, whenever possible, in developing a process that works best.
Fortunately, there are strategies that B2B leaders can adopt to make changes and optimize the prompt generation process.
Evaluate and modify team resources
One of the biggest obstacles that most teams face to create a successful core generation is simply a lack of resources. Overall, 61% of marketers believe that a lack of staff, funding, and time is the main obstacle to generating the best producers.
Time and manpower are the most likely resources that you, as a leader, should find for yourself.
The good news is that there are several effective ways to help your team overcome these barriers, to reduce the time it takes to solve problems.
Investing in marketing automation tools is a powerful way to support your marketing team with time-saving efforts.
- An increasing number of marketing teams rely on marketing automation tools and 37% invest specifically in marketing automation to generate leads.
- Organizations using automated marketing automation with potential customers received a 451% increase in qualified leads.
(A wide variety of tools are available, but here’s a great list to get you started, including options you can adjust based on your specific lead generation goals).
You and the rest of your team can also help you find the time it takes to generate leads, be more proactive, and pay attention to how time is valued and valued in the business.
By setting guidelines and best practices for planning and conducting meetings, you can ensure that team members involved in a lead generation don’t spend time on meetings that they don’t need or for which they don’t reserve a time.
If there are larger business meetings under the coordination of your executive team, make sure that the meetings also follow the same productivity guidelines and standards.
And if your company has budget and capacity, you may need to add new team members or assess and adjust the roles and responsibilities of current team members.
Even the most powerful automation tools may not be able to compete with the addition of a team member with more specialized knowledge or experience to find innovative solutions.
Hiring a marketing agency can also be a good short- or long-term solution to help generate leads if a more stable team member is not an option.
Be creative and share with your audience
Leaders can also take a practical approach to generate great producers and being creative in their involvement in the business. It is more likely to increase your company’s audience and you will want to learn more about its core values when you realize that business leaders are directly involved in the company’s marketing and communications.
This does not necessarily mean going beyond what you are already doing. Take advantage of extracurricular activities in which you are already involved, such as participating in a conference panel, participating in a corporate event, or simply looking for different ways to innovate your business solution. Use these opportunities to share your experiences and apply them to your marketing efforts.
Your team can then use an informational interview with you to create the content around your company or side project. This content can take the form of a series of blog posts, videos, or any type of content that most appeals to your audience and aligns with your team’s marketing strategy.
Face-to-face events, again viable, are a great way for leaders to build more genuine connections with current and potential customers. While an online presence through social media and content marketing is essential, it is also important for leaders to get out of technology and interact with their audience in a personal way.
Supports a more efficient lead generation system
While your marketing, sales, and customer teams are the CEOs of your CEO generation strategy, engagement with the executive team sets a strong precedent for the attitude and accuracy with which your team will approach lead generation.
Involving your company’s high-generation team in proactive efforts to support your marketing and sales team can help your company bring in more qualified leads, who can become long-term and relevant customers for your organization.