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פורטל ידע

What are the Challenges in B2B Lead generation?

נטע דורון GVI
 

28.11.2024

הטיפ החודשי לסטאראפים:


Tom Vito | Founder & President LeadX Group



Looking for ways to generate leads in the B2B space? Well, there are several hurdles on this route. Taking control of the rather complex and often confusing sales cycle is a must for sales reps in the B2B segment. You aim at transforming prospects into high-quality leads and then turning those quality leads into eventual paying and loyal customers. Yet, the problem arises when this must be achieved within the aegis of the long and winding B2B sales cycle, which is mostly 6-12 months on average.

This is one challenge faced by almost all B2B sales reps. B2B leads pose a significant hurdle for sales reps who struggle to generate higher volumes of high-quality leads in a consistent manner. As per several reports, 80% of marketers in the B2B space reported struggles with generation of high-quality sales leads and a whopping 62% confirmed their challenges in generating leads in suitable volumes. Almost 55% of large-sized B2B entities also face issues in nurturing leads which they need to be the most daunting task in the entire sales cycle.

Reports have also found that lead generation goes up by 45% for companies that carefully nurture their leads. For management of the B2B sales cycle successfully, it is important to possess an intrinsic understanding of leads at each stage of the sales funnel.

This clearly indicates that sales reps for the B2B segment should remain motivated enough to engage with the customer throughout the long cycle of purchasing to nurture leads properly and ultimately get a loyal customer. As per reports, close to 17% of B2B sales reps have 7–12-month cycles for sales while a decent 16% state that the sales cycle stands at 4-6 months on average. However, the silver lining here is that, with proper management and good nurturing, the long sales cycle can result in more reliable and predictable streams of revenue.


Overview of the complex B2B sales cycle


  • Complex services or products

  • Higher consideration purchases

  • Expensive, emotional and high-value products/services

  • Longer cycle of research

  • Multiple influences and buyers involved

  • Delayed purchases

  • Purchases/negotiations can take place offline

  • Communication and engagement are a must at each sales cycle stage

  • Plans should be made to engage prospects and nurture them across four key stages from the first contact to the final closing of the deal

  • The company should be there for the customer right from the start, offering solutions until the final delivery of the service/product

  • Communication should be done with each influencer and person at each sales cycle stage


What are the ways to generate accurate B2B leads?


There are various ways to generate B2B leads which are more accurate and productive. Here’s looking at some key tips that will help you in this regard:

  • You should create your keyword strategy that is customized for every stage.

  • Keywords usually begin as short phrases or combinations of 2-3 words.

  • They may evolve into long tail keywords later with multiple words.

  • Reach your prospects early in the sales cycle. The awareness part starts here.

  • Ensure that your company finds a place in the list of prospective vendors for your B2B prospects.

  • Keep offering helpful and handy advice regularly at this stage.

  • Information giveaways without asking for contact details is a good initial strategy to get leads.

  • Deploy tools like content marketing, blogs, whitepapers, case studies, third party articles, thought leadership articles, website content, social media, news releases and other tools across B2B sales cycle stages.

  • Enhance CRM usage while implementing a system for lead tracking.

  • Provide more attractive content, particularly at the second stage, ensuring more valuable and detailed information for prospective customers.

  • You should then ask for information about shifting a prospect to another stage with simple forms which are easier to complete. Try and ask for less information about higher rates of conversion.

  • Leverage tools like webcasts, customer reviews and testimonials, YouTube videos and detailed case studies/white papers that solve specific problems at this stage.

  • Buyer’s guides may also work along with complimentary audits, product demos, free offers and trials, giveaways and so on.

  • At the purchase stage, post the transaction, take steps for customer retention.

  • Have monthly newsletters and emails for subscription-based community building.

  • Keep publishing tips and other handy advice for gaining more followers and getting even more referrals.

 

In summary B2B Lead generation has become complex with more steps of communication and influencing of the potential client. In addition to all available platforms of communication the nurturing of relationships and trust is key to success. A combination of investments in networks and relationships and the use of all available platforms mentioned in this article, is the recipe to success in B2B Lead generation and Sales. Warm leads are 7-10 times more efficient than cold leads. Warm leads can be developed through dialogue and interest in the potential client. “Pay it forward” is a key to a successful sales process and a happy client.

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