Why Many Lead Generation Campaigns Suffer from Poor Sales Output


lead generation

Starting out a lead generation campaign does not entirely mean that you can get long-term clients from the marketing course. Heck, it’s not even a high probability that you will get a client in the first place. But don’t be afraid just yet; always keep in mind that every problem has a solution. However, we need to know what generates this problem in order to come up with a solution.


Brian Caroll from the B2B Lead Roundtable blog has written an article as to why this negative possibility is, well, possible. The article, which is entitled Lead Generation: How 64% of marketers starve Sales of opportunity, teaches us the reasons as to why we are suffering from poor sales production even with a strong marketing process for generating b2b leads.


First of all, Brian states: “64% of marketers still send all leads that respond to marketing campaigns directly to Sales.”


This is a very sad truth. It means that many marketers of today will already equate a single lead to a closed sale. In other words, the business lead has just been recently passed after which the salesperson will automatically push for a sale. Where’s the lead management procedures? Where’s the lead nurturing processes? In the end, all what’s taken into account is a lost lead.


Next, Brian states: “59% still don’t have lead nurturing programs.”


This is yet another harsh truth to consider. We must always encourage and implement a lead nurturing structure. As stated earlier, many don’t follow a lead management procedure when instead they just go off and try to push for a sale right after the business lead has been passed to their sales pipeline.


To manage and nurture business leads effectively, businesses need to keep their potential clients updated from time to time. Keep them at pique interests with up to the minute news and updates about the company’s status or about its products and/or services. In time, that business lead will become a full-fledged client for the company.


After which, Brian stated in his article: “Companies that nurture leads receive a 45% higher return on lead generation investment.”


Brian Caroll states it all in his recent article. When a company uses lead management and nurturing procedures then they automatically have a higher return of investment from their marketing efforts. Yes it means one needs to exert more effort in order for them to close a sale; but what’s a bit more effort if the rewards are very fruitful. Think about it, big time enterprises did not rise up to be industry superpowers in a day when in fact they took a considerable amount of time and effort to make it to where they stand now.


All of this seems a bit too tough especially if you still have a startup business. Again, remember that there will always be a solution to every problem, and that includes this one. Many companies will opt to outsource to a business call center for them to cater to generating, managing, nurturing, and even qualifying leads.


What’s your take on countering a poor sales output from lead generation?


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