In our business-to-business sales system, the concept of lead generation plays a key role. And it’s the primary task of B2B marketing, which must take care of it much more and well before any other activity, whether it be lead generation, institutional communication, PR, or brand awareness development.
This is because, in our philosophy, marketing as it was once conceived is over.
That is, the time dedicated exclusively to creativity, or the coordination of the supplier who will build the stand for the next fair is over.
If a Marketing Manager really wants to contribute actively to the future of the company, he has to worry mainly about one thing: generate qualified leads to pass on to sales.
What does lead generation consist of?
- First of all, it consists in identifying new potential customers, from the most varied sources and with various methods;
- Then, it means contacting them (or getting them to contact us), to qualify if they are really potential customers for our company;
- Finally, if these qualification conditions are met, an effective lead generation will have to hand over the baton to the sales network, so that they can take on the task of developing the opportunity.Generating a lead means going through a multi-step process:
- In practice
Lead generation is the bridge between marketing and sales.
Marketing and Sales are no longer two watertight compartments that each go their own way, often ignoring each other, or even sometimes dissipating energy in a sort of underground rivalry.
This is no longer the case: marketing and sales are finally working as a team to achieve a common corporate goal: to acquire new customers.
To learn more about the difference between the lead generation platform we’ve invented, and the other lead generation options on the market, book a call with us here: