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Why lead
generation
is a vital
component

Why lead generation
is a vital component

component of any
sales strategy

Without a steady pipeline of customers, businesses cannot survive.

While some enterprises may be fortunate enough to operate with a narrow and consistent client base, most companies must actively pursue custom by reaching out to new people and organisations who they believe will benefit from what they have to offer.

This, in simple terms, is what lead generation is all about.

The action or process of identifying and cultivating potential customers for an organisation’s products or services, lead generation helps to create a pipeline of prospective clients from which a company can generate revenue.

Executed properly, and it can provide you with a head start on the competition by opening doors they haven’t yet found.
Indeed, as outlined in our latest white paper, Dealing with data: How to give your campaigns the best chance of success, lead generation is becoming a higher strategic priority for businesses operating across a wide range of industries:

Indeed, as outlined in our latest white paper, Dealing with data: How to give your campaigns the best chance of success, lead generation is becoming a higher strategic priority for businesses operating across a wide range of industries:

• Companies which nurture leads generate 50% more sales at 33% lower costs.
• Increasing lead quality is the top priority for 68% of B2B professionals.

Another factor added into the lead generation mix is outsourcing.


Statistics point to outsourced lead generation producing results up to 43% superior to in-house processes, posing an important question to companies which are seeking to ramp up this activity. Are they better off handling it in-house or using a specialist provider?


There is no straightforward answer and benefits, and trade-offs, exist for both approaches. Outsourcing frees up valuable time for your existing employees to focus on their core tasks and strengths and removes the need to hire a new team. However, it also cedes an element of control and firms may also conclude that the most informed people to conduct lead generation tasks are their own staff who have intricate knowledge of its products and target market.

Another factor added into the lead generation mix is outsourcing.


Statistics point to outsourced lead generation producing results up to 43% superior to in-house processes, posing an important question to companies which are seeking to ramp up this activity. Are they better off handling it in-house or using a specialist provider?


There is no straightforward answer and benefits, and trade-offs, exist for both approaches. Outsourcing frees up valuable time for your existing employees to focus on their core tasks and strengths and removes the need to hire a new team. However, it also cedes an element of control and firms may also conclude that the most informed people to conduct lead generation tasks are their own staff who have intricate knowledge of its products and target market.

Whatever the method, the end-result should be the same – to create a clear and insightful picture of the contact and their business as possible, information which will not only help you decide if a lead is worth pursuing, but also how they can be targeted.


However, it is equally important to note that sales are not purely made by collecting data and generating contacts for agents to target. The sales pipeline is much longer and more complex than this, and competent marketers will realise that leads are not instantaneously ready to be tapped into by sales agents.


Locating potential buyers is, arguably, the easy part of the puzzle. The true challenge lies in converting those leads into customers and this requires more nuance – from the first interaction to closing a deal, building relationships can help to speed the journey up and move leads through the pipeline more quickly.


The following statistics underline the importance of a relationship-based sales strategy:


• Nurtured leads, on average, experience a 23% shorter sales cycle.

• Lead nurturing emails achieve anywhere between four and 10 times the response rate compared to standalone email blasts.
79% of inbound marketing leads fail to be converted, the most common cause of which being a lack of lead nurturing.

Lead generation, as part of a well-coordinated and sound sales strategy, is a mightily valuable activity that organisations should invest significant time and resource into. Rather than wait for customers to come through your door, be proactive and find the right people to buy your products and services.

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