Lead generation services includes identifying prospective customers and qualifying their likelihood to buy in advance of making a sales call through multi-media marketing strategies. In short, it’s about motivating prospects to raise their hands to sign for your product.
Lead generation service is the single most important objective of any business-to-business (B2B) marketing department. Other objectives, such as brand building, brand pioneering, 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.
A business lead is a prospect that has some level of potential of becoming a business partner. We need to distinguish a lead from a business inquiry or from a mere list of names, with which leads are commonly confused. Mailing lists or contact lists of business prospects are often presented as “lead lists,” a misnomer that generates not only confusion but even ill will in the world of business marketing. A passive list of prospects (or, more appropriately, suspects) does not deserve to be called a list of leads, they are just contact lists and call them through telemarketing services.
The same holds true for inquirers. Simply because someone has expressed a modicum of interest in your product or your company does not mean that person or that company is ready, willing, or able to buy. But an inquirer has plenty of value. You can continue to communicate, nurture that interest, and keep a relationship going until a sale is imminent.
Marketers must deliver a lead to the sales team only when the lead is truly qualified, and they must do so by criteria developed in consultation with the sales force. Consistent delivery of qualified leads that convert satisfyingly to sales and meet sales quotas—that is the hallmark of successful B2B lead generation.