Lead Generation: Are Your Leads Mature Enough?

[tonmoypramanik]

Is it serious? It depends!

The problem here is that many companies have the bad habit of passing on to salespeople all the leads they generate from the Internet.

A person downloads a white paper, it is forwarded to the salesperson. A person clicks on an email, ditto. And there, it creates tensions between the Marketing department and the sales department .

Aligning marketing and sales: a crucial issue

The buyer only agrees to speak to a salesperson once he has a more or less precise idea of ​​the solution he needs.

This is a very common mistake in B2B lead generation.

If you want to maximize the ROI of your lead generation strategy, you should onlymorocco email list pass on leads that are qualified and mature to salespeople. Otherwise, you’re sending them to the scrap heap.

stat lead not mature in B2B

How to Generate Qualified and Mature Leads?
So here, you may be asking yourself one of the following two questions:

How do I work on my lead generation strategy to attract only mature prospects?

Or

How do I bring the leads I generate to maturity?

For the first question, the answer is simple: it is impossible and not coherent.

In B2B, especially if you are an innovative or technology company, the majority of the market is not mature.

Your lead generation strategy can therefore allow you to generate qualified leads but not only mature leads.

Buyer journey: the length of the sales cycle - Inbound Marketing

The majority of the Leads you generate are in the Awareness and Consideration stages of the buying journey above. Now it's up to you to move them towards the Decision stage.

How to Bring Your Leads to Maturity?
In order not to ruin all the efforts you invest in lead generation, you absolutely must carry out a lead nurturing strategy .

Lead Nurturing consists of fueling the thinking of your Leads by sending them high value-added content.

The goal of Lead Nurturing is to encourage your Leads to think and move them forward in the purchasing journey seen above.

To do this, you must send your Leads personalized and contextualized emails encouraging them to consult content that answers the questions they ask themselves and the problems they encounter according to their position in the purchasing process.

As you will have understood, a Lead does not have the same level of maturity at the beginning of the purchasing process as at the end. Their needs and questions evolve accordingly.