B2B lead generation and the way it’s carried out will determine how likely you are to actually make a sale. As it stands strike rates are poor because 61% of B2B marketers send all leads to sales without developing a relationship. These are not qualified leads. So many businesses are missing out on a massive amount of potential because they are not creating relationships.
In this guide, you are going to learn about some of the common myths that can help you turn this all around.
Myth 1 – You Need Complete Product Knowledge
Your team needs to know about the product, but they don’t really need to know all about the technical specifications. The reason for this is that the majority of customers don’t really care and they wouldn’t understand what the information meant if they told you.
All they want to know about the product is what it can do for them, what it’s going to cost them, and any potential obstacles that they will have to overcome.
Myth 2 – You Need Lots of Success Stories
It’s true that you need to have lots of customer reviews online to encourage people to make a purchase, but you don’t need a book of success stories to give to potential leads. Customer success stories are important, but successes you have made as a company are less important.
You are selling a product or service not your company. Make sure you are telling a story, but don’t make it about you.
Myth 3 – A B2B Lead Generator Will Provide Lots of Useful Leads in their First Month
It’s easy to make a new addition to the team and be impressed when they fetch you lots of leads during the first month. Time and time again this happens, yet their numbers drop into a pit after that month because the quality of those leads is low.
The truth is that generating high-quality leads takes a lot of time and effort. Most of the best B2B customers are gained through many hours of work. It’s not something that’s going to happen fast.
Myth 4 – Qualifying Leads are Irrelevant
Most businesses believe that they need to have qualified leads in order to increase their chances of success. The problem is most businesses don’t push these standards as high as they need to go. Quality always outweighs quantity and you shouldn’t hesitate to cut any leads that don’t match your standards.
Think about how likely that business is to actually make a purchase. Do they fit in with the image of your perfect customer?
Myth 5 – Your Perfect Customer Should Be Set in Stone
This is an extremely damaging myth that so many companies adhere to. Your perfect customer is someone who will change all the time, just as you will as a business. Every year your perfect customer is one year older and new options have come onto the market to mold and shape their views.
When customers begin the year or a new marketing campaign, they will take a look at their perfect customer and think about what they need to change. But looking at your customer once a year isn’t enough. Make this an ongoing process.
Myth 6 – Lead Generation Doesn’t Include Education
When you are working on a B2B basis it’s easy to think that the other business is going to know all they need to know. While they may be more intelligent technically than an ordinary member of the general public, they are not all-knowing.
Often you will be contacting leads who have little idea as to what they need to see in your product. Teach your customers about your industry and educate your prospects through a number of touch points. This should form the core of the lead generation process.
Myth 7 – You Can’t Track Lead Generation Success
This used to be true, but new technology means that this couldn’t be further from the truth. Your indicator of success depends on what you want to achieve. It could be a conversion or it could be a subscription in the short-term.
There are many ways to track lead generation success. You could track sales or you could track ROI. Really you should be monitoring both.
Unfortunately, most businesses are still so focused on the number of leads they are generating and little else. The reality is quantity of leads is no indicator of success.
As you can see, there are many myths that need to be busted. Think outside the box and don’t always feel the need to follow the crowd. How will you go about increasing the number of B2B sales you are making today?