Generating high-quality leads is the number-one challenge for B2B marketers.” [source: (IDG Enterprises]
This statement begs interpretation, the least of which is how one defines “high quality.”
- Are marketers not engaging the right audience?
- Are they not converting qualified leads into “higher quality” opportunities (SRLs)?
- Who’s assigning quality?
- What’re the criteria?
Generating “high-quality” leads, whether top or middle of the funnel, needs a measurable process. After all, buyers are working through their buying journey in a non-linear fashion. A poor quality lead (depending on your quality criteria) today could become a high-quality one a month or later.
Demand generation is multiple activities, connected together, and served across the buyer’s journey. Developed on buyer insights, serving buyer personas, and established to engage through relevant, high-value exchanges. It is an end-to-end process that as buyers are engaging, they trigger a continuation of new events which progresses them deeper into their purchasing stages.
If you feel that your #1 challenge is generating high-quality leads, be sure to specifically define what this means based on what is revealing it. There are plenty of solutions if you know where the pain is being felt.
If generating high-quality leads is a challenge for your B2B company. contact Kevin now.