In order for firms to be successful, it is often important for them to implement effective B2B lead generation techniques. Indeed, one author has drawn particular attention to the issue of lead generation in her book.
Ruth P Steven suggests that this topic is the "single most important objective of any business-to-business marketing department".
In an extract from her book Maximising Lead Generation: The Complete Guide for B2B Marketers reproduced on InformIT, she notes that the process of B2B lead generation involves identifying prospective customers and qualifying the likelihood they will purchase goods or services in advance of making a sales call.
She states: "In short, it's about motivating prospects to raise their hands."
The writer adds: "Other objectives, such as brand building, brand stewardship, public relations and corporate communications are also on the list, to be sure. But, providing a sales force with a steady stream of qualified leads is job one."
According to the expert, senior marketing executives back this theory up. She draws attention to a study released in 2010 in which Marketing Sherpa asked chief marketing officers (CMOs) about the challenges they faced. The top answer was lead generation. Indeed, this was cited by 76 per cent of respondents.
Furthermore, this was up from the 69 per cent recorded the previous year. Ms Steven claims this is because the pressure on marketers to generate high-quality leads has risen.
Making further reference to the research, the author adds: "The other issues keeping CMOs up at night are also heavily about leads ... So, it's fair to conclude that lead generation is critically important to business marketers."
Ms Steven goes on to point out that leads are prospects that have some potential of becoming customers. This does not include passive mailing or contact lists that may well not be interested in purchasing, she stipulates.
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