The Two Things You’re Overlooking in Lead Generation
There are five weeks left in 2017. Did you hit your targets? Have you increased your leads? Did you grow your business the way you envisioned? As the year comes to a close it may be time to re-evaluate your lead generation strategy – and it might start with partnering with a lead generation company.
Only 17.3% of companies have reached their lead generation targets in the past 12 months, according to The Black Report by 360 Leads. Another report, by IDG found that generating high quality B2B leads is a challenge for 61% of marketers. Almost any lead generation company can help your business acquire new customers, deepen existing relationships and optimize sales performance, but the right lead gen company will go steps further, taking the time to understand the nuances of your business and create customized campaigns that focus on your revenue growth.
Look beyond your salesforce
The lack of staff, budget and time are some of the biggest challenges for companies in driving lead generation. Creating a targeted, data-based campaign helps cut through the noise to reach high quality prospects and increased ROI. Glasvan Great Dane, a B2B truck and trailer dealership worked with 360 Leads to reach more prospects as their salesforce needed help to cover the large geographic area they wanted to go after. A customized demand generation program using outbound calling and a direct marketing campaign, was implemented over several months.
“360 Leads began to inundate us with prospective customers interested in talking to our company as many as 4 and 5 per day,” said George Cobham Jr., Vice President, Sales and Marketing at Glasvan Great Dane.
“We actually had to pause the outbound calling campaign so we could catch up.”
Before picking up the phone to reach new leads for Glasvan, 360 Leads took the time to get to know the company, speaking with several different departments and leaders within the company to ensure the campaign was customized to reach the company’s goals.
“Your company can only speak to so many people on any given day. Since we started working with 360 Leads it opened our eyes to the fact that our market is bigger than we thought it was,” Cobham Jr. explains. “It’s become obvious there are a lot of people out there that we’re not talking to and we just can’t do it all on our own.”
Product sales to new customers have generated more than 6,000% ROI with this program, maximizing the budget and salesforce.
Lead nurturing drives revenue
You can read all about win-back campaigns and customer retention here and how nurturing leads is key to sales. But if you like numbers, take note of this from Forrester Research: Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. Building lasting customer relationships requires a nurturing process that is unique to each one.
A lead generation company can help you better understand your customers’ buying journey and advise your team on how to communicate with them based on their needs. An individualized approach to producing and managing better leads drives sales-ready customers with a higher closing potential, boosting sales and ROI. If it’s time to review your lead generation campaign, contact us.