RAIN and ITSMA conducted a study that surveyed B2B companies and the lead generation challenges they face. The results are interesting to look over. A total of 845 B2B companies were surveyed. Out of those surveyed, nearly half – 42.1% – said finding a tactic, strategy, or offer that gets the attention of potential leads is either ‘extremely challenging’ or ‘very challenging.’
That’s problematic, because lead generation programs don’t work unless the original offer or strategy gets the attention of potential leads. Finding effective strategies for lead generation isn’t the only challenge business owners and entrepreneurs face.
Other lead generation challenges listed include:
- Having enough people or the right people to generate leads (38.2%)
- Measuring and documenting lead generation success (31.2%)
- Building the infrastructure to respond to inquiries in a timely manner, and to manage and track leads (30.9%)
- Working with strategic partners and other business alliances to generate leads (30.1%)
- Funding lead generation activities (25.2%)
- Providing relevant and valuable content to potential leads (22.9%)
- Implementing our agreed-upon plan (22.8%)
- Having appropriate skills/knowledge among people charged with generating leads (20.8%)
- Agreeing internally on which lead generation strategies to use (20.2%)
Take steps to address lead generation challenges
Lead generation challenges should be expected and planned for. If you take steps to address challenges you know other companies are dealing with, you can better prepare yourself to create a smooth lead generation process using effective strategies.
The first step to addressing lead generation challenges: Getting to know your audience.
How can you guess what type of content or offer will lure your audience to your website if you don’t know your audience well? Most of us are not members of the audience we serve, which presents additional difficulty. Task yourself with learning about your audience so you can better craft lead gen strategies and tactics that will appeal to them.
The second step? Track your lead generation process and progress.
You need to know how much each new lead costs you to know if the methods you’re using are truly effective. If you want to be successful with lead generation, tracking your progress every step of the way is essential. RAIN recommends implementing a closed-loop system to track your lead gen, nurturing, and sales activities. This will give you a better “big picture” view of your sales funnel.
Finally, hire the right people to help.
Unless you’re a lead generation and marketing expert, you can’t get around hiring the right people to help. If budget is a concern, go for talented freelancers instead of hiring full time. Challenges #2 and #9 can both be avoided simply by hiring a person whose job is to help create and run your lead generation process.