B2B lead generation companies: The situation today

There’s a growing trend of marketers getting involved with the procedures of B2B lead generation companies. In recent times, studies have revealed that they are at least partially involved in some or the other form of lead generation. However, the counter point to this phenomenon is that not all lead generation practices are getting the kind of results they are expected to. This is also because of the changing definition of a lead. In modern times, it refers to not only the contact information of a prospect, but that of a prospect willing to be contacted.

Similarly, B2b lead generation companies are now facing the challenge of bifurcating leads into hot and lukewarm based on their request – downloading a whitepaper, attending a webinar or visiting the company website being some of the examples. Being liked on social media is the least priority as of now. This obviously means that having a robust database is the need of the hour, along with marketing automation to nurture prospects and score leads. Today, there are many tools and resources to go the smart route and transcend beyond segmentation.

Coming to the obstacles faced by B2B lead generation companies, there are many pressing issues, both internal and external. Lack of resources is among the highest ranked factors, but another burning desire on the part of clients is the depth and accuracy of customer databases. Poor communication and process, lack of appropriate technology, inability to adapt to buyer changes and lack of customer needs are the other elements that concern businesses.As far as factors that lead to business success go, identification of marketing qualified leads, higher closing rates and better sales accepted leads were at the top of the charts.

B2B lead generation companies are continually laying emphasis on content marketing as a strong lead generating channel. Particularly when it comes to customer pain points, it’s proving to be quite the asset. Content that educates buyers on how their issues can be resolved with the brand’s products or services goes a long way in establishing trust and getting higher sales. Other content includes data that highlights product features, benefits for the client and their outcomes. Stories and case studies are additional pieces of content that bolster the business’s case for making sales.

In the end, whatever works for lead generation is a bonus for companies looking for new business, and it’s the job of the companies assigned with this responsibility to keep tabs on the latest marketing trends and fall in line!