According to a study on lead generation process about 70% of the leads are not sales ready, this means that if leads generated by marketing are sent directly to Sales agents then only a marginal individuals are ready to go through the sales funnel process. This makes a poor impact on the performance of both Marketing and Sales team and this is why the old rivalry between the two departments is still going on. Both the marketing and sales departments of your company should find a few helpful consultants and factors to help you close more of those hard earned leads into sales. The most common mistakes made while lead generation and conversion process makes lead turn cold and here are a few reasons mentioned by Binary Clues that indicates the possible factors hindering your B2B leads.
1. Not enough qualified lead generation: It is a Difficult task to find qualified leads and to find them you first need to know who your ideal customers and potential clients are. Without the necessary information everything will go in vain. You will be blindly encouraging leads not knowing which is right and which is wrong. This is where persona of the buyer comes into play, the major factors that decide these points are:
1. What industry your potential customer works for?
2. How much revenue they generate in order to know if they can afford our services.
3. What are their biggest issues while buying?
Also, you need to figure out where they are present most of the time online and what content would possibly catch their attention.Talk to your existing customers to achieve this purpose and also go through LinkedIn groups, Facebook groups, Google+ communities, forums, and search engines like Google, bing and Yahoo.
2. Lack of Resources: Inbound marketing campaigns are not as useful and have varieties of flaws.They are basically a combination of web design, content creation, promotion, lead generation, lead nurturing, and copyright purpose.If you lack the necessary resources at your side then they can always be outsourced. There is no need to hold yourself back because you can’t juggle every aspect of the marketing process. Instead, certain responsibilities can be passed on to other colleagues and this way you can work in collaboration.
3. Misalignment: Misalignment among the sales and marketing teams arises from lack of communication and accountability. One way to communicate better is to route calls to sales representatives which is particularly based on the marketing data. A call tracking system can also be used to gather data specific about the prospect’s behavior and other patterns. This data can then be used to route calls to representatives who specialize in closing these types of deals.
4. Utilize your current lead database: It is always recommended that try pouring more resources into nurturing the leads you already have rather than generating the new ones. You need to catch their attention with the help of some special offers and rewards. You can also offer your support services required for a certain feature. Don't forget to give them tips to help them with the software. Once you figure out how to better convert your current leads into sales then you will also figure out what you are lacking when trying to convert new leads.