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Common problems that lead generation can solve

Simple batch and blast advertising doesn’t appeal to the self-directed buyer, and having a solid lead generation program in place can help you navigate the new complexity surrounding lead generation. Below are a few problems lead generation can help solve.

Problem: I need to generate a high volume of leads. If you’re just starting out, a lead generation program can result in increased brand awareness, new relationships, higher quality leads, and more sales. If you’re looking to optimize an existing program, you may want to reevaluate your audience profiles, buyer journey, channels, and tactics. Keep your goals, customer concerns, and challenges in mind, deliver content that solves their pain points, and keep nurturing those relationships—soon you’ll have a funnel filled with qualified leads

Problem: My sales team says that I’m not delivering high-quality leads. There are several reasons why your sales team is struggling to convert leads into customers. First, sales and marketing should be in agreement about what constitutes a qualified lead, and when that lead should be handed off, keeping in mind that 96% of people visiting your website aren’t ready to buy yet. If sales contacts them too soon, they may feel put off—buyers today do not want to feel sold to. Lead quality is important, but it’s a major challenge for marketers, so it may take some time to start bringing in qualified leads.

Problem: I’m bringing in leads, but don’t have a strategy around what to do next. Generating leads is just one part of lead generation. Once you bring these leads in, you must utilize lead scoring and nurturing to qualify said leads before sales can do their job. According to Forrester, buyers might be anywhere from 75 to 90% of the way through their buying journey before they contact the vendor, after they’ve completed their own research. Keep this in mind when determining what point in the funnel sales should step in.

Problem: I need to be able to demonstrate the return on investment (ROI) of my marketing team. To show the impact of your marketing team, you’ll need to plan out a strategy and determine what to measure, when to measure, and how to measure. Choose metrics that show how marketing is increasing effectiveness across the board, generating qualified leads, amplifying sales pipeline velocity, and improving sales and marketing alignment through leveraging lead generation software.

Problem: My lead generation program isn’t working anymore. If your lead generation strategy has yet to catch up to the age of the self-directed buyer, it’s time to reevaluate. Using modern lead generation software can help leads find you by increasing brand visibility and capturing interest with informational content buyers can use during their own research before they’re ready to purchase.

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