B2B lead generation companies often grapple with the problem of producing low-quality sales leads or insufficient leads or even no leads at all. Sometimes the situation can be even trickier, and even though the lead generation program might seem to be running smoothly, B2B lead generation companies would fail to generate enough appointment setting opportunities or viable business leads.
Before you start fixing the problems or shortcomings that have crept into your lead generation program, you must actually know what these problems or shortcomings are. This is not always as easy as it may sound, you have to monitor each of your processes to judge if they are working fine. Are you choosing the right companies to do business with? Are you doing your homework? Do you have a contact list that is complete and error-free? Are your sales persons effective communicators? Once you establish an effective mechanism to monitor all the stages, you should look into the two main reasons that cause lead generation programs to fail.
Failure to get to decision makers:
The primary objective of B2B lead generation companies is to reach the important decision makers and convince them to grant an audience. If your contact list doesn’t have the exact names and designations of the decision makers, you have nearly lost the battle even before going to the battle field. The gate keepers won’t let you through, and even if you do finally find a way to get past them, you would have wasted a lot of precious time by then.
Failure to make good first impression:
Any experienced sales person would tell you that the fate of most sales leads is sealed within the first few seconds of a cold call. If you fail to impress the decision maker within these few seconds, you will just hear a click at the other end, and everything will be lost.
One good way for running a successful lead generation program is to choose a good mix of big and small clients. This way B2B lead generation companies can have fat profits and constant work flow at the same time.