According to a recent study by Ascend2, 70% of B2B marketers cite improving the quality of their leads as the most important objective of a lead generation strategy.
Spending time on less-qualified, or even not-qualified leads, is a costly initiative for any B2B entity. Not only is the sales team’s attention divided, but they spend an incredible amount of energy and time on folks who are not likely to close.
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It is imperative for organizations to examine their current lead generation efforts and evaluate where time and resources could be better spent.
The first step to improving lead quality is to create a detailed lead generation strategy. One that incorporates social media, inbound and content marketing, as well as automated lead nurturing with lead scoring.
This process immediately improves the quality of prospects handed off to the sales department and drives down customer acquisition costs.
Unfortunately, many supervisors view any short-term expense associated with creating a lead generation strategy as wasteful spending — yet let the dollars pour out their sales funnel at every stage.
Save your long-term sales and marketing budget by shoring up the wasteful spending on under-qualified leads.