Why is B2B Sales & lead generation important?
B2B lead generation is fundamental to the success of a business. We have identified several factors that demonstrate its importance for B2B sales and marketing teams, as well as the wider business. Focusing on lead generation helps your organization:
- Discover your TAM
- Provide contact data
- Build predictable pipeline
- Assist with content creation
- Build brand awareness
And most importantly –
It helps generate revenue if you’re doing it right.
The success of B2B lead generation is dependent on the data that sales and marketing teams have.
If SDRs have inaccurate or incomplete contact data for their B2B leads, then it becomes impossible for them to cold call or send outbound emails. If demand-generation marketers have imprecise data on their target accounts, then it becomes much harder to create and promote content that converts.
What are B2B leads?
In B2B lead generation, B2B leads is a business term given to those people who have been identified as potential customers for your business. They can be categorised as those who would likely find value from using your product or service.
There are two types of B2B lead:
Marketing-Qualified Leads
Marketing-qualified leads, or MQLs, are targeted leads who are deemed very likely to become a paying customer. The qualification is based on the engagement that the MQL has had with your business’s marketing efforts.
For example:
- Repeatedly visiting a page on your company website. 💻
- Filling out a form, or multiple forms on your company’s website. 📑
- Downloading a piece of content that your company has produced. 📥
- Signing up to attend one of your company’s events or webinars. 🎫
Sales-Qualified Leads
Sales-qualified leads, or SQLs, are MQLs who have progressed along the sales funnel and are deemed to be ready for engagement with your sales team. To be designated as an SQL, the lead must have shown intent to buy your company’s product or service.
This intent can be expressed in several ways:
- During a telephone conversation with a member of your sales team. ☎️
- By indicating their interest in an email or LinkedIn message. 📧
- By requesting more information about your company and offering. ℹ️
- By asking to be shown a demo of your product or service. 👨💼
