A lead in B2B should simply be understood as an organization that shows an interest ( small or large) in the services or solutions that we present to the market.
Ideally, your organization would have the resources (time and people) to be able to move a potential client from lead status to opportunity status, but it is not a direct, quick, predictable or entirely easy process to focus on.
In this article, we will try to clarify how the lead generation process can be more efficient and fruitful, optimizing resources and time invested, and defining clear actions and a concrete strategy, so that you do not waste unnecessary time or money.
While the exact definitions of the various stages of the email data lead cycle depend largely on the type of customer your company has, the cycle should look something like this:
Lead MQL SLQ Opportunity Customer
You have completed some type of form
or contacted us directly to request
more information and shared a direct contact method (email or phone) You have provided details of the challenge or interest in our services, shared your contact details, and requested contact (meeting/phone call) within a defined time period. Lead has already been evaluated by the
sales team and qualified as a potential
customer, as their needs fit into the
products or services and there is simultaneously an interest in our offer. The sales team has identified, met with the
lead and classified it as a
viable potential customer, with a service/product proposal in progress or about to be presented. The sales team
successfully managed to convert
the lead into an actual customer
1. In practice: mechanisms, engines and dynamics of lead generation
This distinction of leads is the first step that really allows you to evaluate the cost-benefit of lead generation, and thus, the beginning of defining a lead generation strategy . Although this is not a one-size-fits-all approach, there are certainly proven shortcuts that allow you to speed up the process, depending on:
Value and type of lead we want to obtain,
Mechanism/engine chosen to generate them,
Conversion potential compared to the market average,
ROI, based on the value of our solution and product vs. the total cost of obtaining each lead,
For example, imagine that we want to invite and register potential customers for a themed event that we are going to organize. Clearly, trying to invite only organizations with an advanced level of maturity of needs, and that have a clear pain that our solution and product mitigate, will not be a realistic expectation.
By definition, a themed event aims to expose potential customers to a reality of needs, challenges and solutions that they may not even be actively considering. It is a nurturing and educational tool for potential customers that, at its best, can generate 20 to 30% conversion of participants into MQL leads, but very rarely into closed deals (business opportunities/customers).
Therefore, we understand from the outset that the cost-benefit or measurement of success of this initiative will have to take into account a broader sales potential, and will imply additional costs in terms of “man-hours” in monitoring participants who have an additional interest.
The last factor to consider when generating leads for this event is the maximum sales potential of our solution or service. This value helps to define which engine will generate these leads and what the maximum cost of each one will be.
In the example, we tried to include the 4 pillars of the lead generation strategy , and how they dynamically contribute directly and indirectly to the success of the marketing and sales effort. The articulation between them will certainly help to define which lead generation engine can be most effective and which one the marketing team should choose. See below how.
2. Go-to-Market Engines
A go-to-market (GTM) strategy is a step-by-step plan designed to successfully launch a product/solution into the market. In B2B technology marketing, a GTM initiative can also be understood as a strategy not to launch but to increase the penetration (share) of the solution in the market.
Any GTM initiative that aims at generating leads as the main driver must clearly identify a target audience, include a marketing plan, and outline a sales/lead conversion strategy. While every product and market is different, a GTM strategy should identify a market problem and position the product as a solution.
Some other examples of GTM drivers:
Case studies/customer testimonials distributed on social media,
Peer review / analysis by independent experts on the merits of your solution or service,
Press releases and communication in specialized media,
Participation in events,
Internal / external lead generation
In addition to the example we briefly illustrated from the event, another GTM initiative for generating leads could be providing valuable content to the customer by sharing their contact details/challenges they may be facing, in a specific campaign created online.
Your marketing team will certainly be familiar with this strategy as “gated content”, and in a “cost-benefit” effort matrix, it would be part of what we call Internal Marketing, or current marketing, and is therefore an essential pillar in establishing your brand in the market and in ongoing communication with potential customers and partners. It is a strategy with medium effort and medium results, and can obtain organic leads/digital marketing leads at a relatively low cost, but which will typically take longer to appear.
In the specific case of lead generation as a GTM strategy, and in addition to the 4 pillars that you should observe and that we saw above, it is also important to ensure that you have these elements clearly identified:
Buyer Persona: Who do I want to sell to/who can I help?
What are the concerns/pains of this profile?
What KPIs are important for this Action?
What are the competitive advantages of our solution in the face of these problems?
What resources (human and monetary) do we have at our disposal?
These points are transversal to the marketing mix that generates qualified leads with value for your business, whether you opt for permanent internal initiatives or opt for specific actions with specialized lead generation and digital marketing agencies.