B2B Lead Generation Outsourcing: Expanding Horizons, or Not?

Building relationships is a vital ingredient to generating leads, according to leading companies. Which is why b2b lead generation outsourcing is in such demand. However, even as the digital age continues to advance with every step, internet driven communication is becoming more prominent with each passing day. True, an online presence is an important part of the media mix, one would agree that the cost of providing just an online presence to customers is too high to make a strategy that obviates live dialogue sound convincing even on paper.

It’s obviously known that b2b lead generation outsourcing firms can only do so much with an online presence, since the interactions are impersonal and give people opportunities to remain anonymous and non-committal. Compared to this, live conversation goes a long way in building relationships. Irrespective of the product, service or industry, sales managers have a common opinion, that a live conversation is always the preferred medium of communication as it’s a more direct and stronger way to sell. With live leads offering better quality, shorter sales cycles and higher close rates, it comes as no surprise that if given a choice, sales professionals would prefer to pursue a lead that comes via a call compared to an email response form.

So, even though digital and social media have had a phenomenal impact on communication patterns, there are many studies that clearly indicate that consumers still prefer using the phone to talk to companies that manage their credit, have their money, provide cable or phone service and services & products that are used on a day to day basis. So, b2b lead generation outsourcing in this context is certainly going to be a lot about putting the human touch into things that might be automated. Summing it up, technology can only serve as an accessory, but can’t be relied upon to drive sales and leads solely.