Why is Lead Generation no longer sufficient?
Lead Generation is the process of acquiring prospective customers, which is normally accomplished by placing a contact form on your website or, alternatively, via telemarketing or affiliation programs. A problem with Lead Generation is the falling quality of leads, which results in higher costs of sales as traders and sales departments receive prospects who are not properly informed or others, who show zero interest in your service. Hence the need to face new challenges, including:
how to equip your prospects with necessary knowledge so that the sales team can dynamically proceed with the sale of services and progress to more advanced stages of the sales process.
how to eliminate poor leads not interested in your products or services, who have filled out your contact form motivated by other factors (including ‚Fill-in-our-loan-application-and-win-a-car” contests or similar ones) – the increasingly aggressive lead acquisition strategies generate a number of weak leads, who show no real interest in your products or services.
According to 2011 B2B Benchmark Survey, carried out by Marketing Sherpa, one of the top priorities of businesses today is to rationalize lead acquisition costs as well as to stimulate the efficiency of selling activities. One of the common ways to achieve this aim is the use of Lead Nurturing programs from the level of Marketing Automation systems. Such programs facilitate automated education of prospective clients while at the same time classifying prospects into groups of specific selling potential, which enables the sales team to focus in the first place on the strongest leads.