B2B Lead Generation
In a B2B environment, lead generation is a key to future growth. If you’re targeting existing customers, marketing activities need to focus on retention and loyalty; for prospective customers, it’s about attracting attention, engaging interest and delivering high quality leads to your sales team or strategic partners.
B2B Lead generation is a process that requires creativity, flexibility, an awareness of the intricacies of different markets and industries, an understanding of buyer behaviour, and long term commitment. It’s about creating a value chain between suppliers and prospects, using multiple tactics and generous servings of focus, tenacity and business savvy to find leads, then convert them into customers.
Lead generation strategy must change according to market conditions – last year’s strategy paper is this year’s shredding material. Whatever the state of the market, we take advantage of it. In tougher times we add patience to the mix as we nourish the nurtures, because we take pride in our work. No matter where in the process your sales team takes on our leads, we have built them, we have equity in their development and seeing that equity realised nourishes us. Accountability is our byword.
Product vendors and strategic partners have very different aims; we work productively with both and integrate the two when required. We don’t just generate leads, we generate the right leads – those that fall into the sweet spot between ‘too expensive to sell to’ and ‘not enough money to buy.’ Each client’s sweet spot is in a different place and our talented teams leverage their experience to find them.
Lead generation isn’t just a path between suppliers and prospects; it’s a journey that Make It Happen and our clients embark on together. Would you like to join us?