A recent industry study found that outsourcing lead generation to companies like MVF is 43% more efficient than doing your own lead generation in-house. Companies that have a massive cross-channel network, a tried-and-tested approach to finding customers, and a solid understanding of what you’re looking for can transform the way your business finds new customers and facilitate rapid, sustainable growth.
Lead generation is particularly effective in B2B because fresh list decisions about business purchases carry a lot of weight—your job and reputation in the workplace revolve around finding a reliable, cost-effective company to buy from. For this reason, most people want to research their options carefully, which is where extensive content marketing or paid advertising can help drive customers to your brand.
Creating a perfect journey
To attract and close a B2B lead, lead generation companies need to employ a cross-channel approach – marketing to people across all mediums, from paid advertising to content marketing to inbound emails straight to the CRM. This multi-channel strategy provides customers with multiple touchpoints and allows lead generators to engage with the customer at every stage of the decision-making process. Because lead generation companies have dedicated teams across all marketing channels and access to data that allows them to optimize their activities in real time, they have a much higher success rate in attracting prospects – leaving your company to focus on closing the sale.
The lifetime value of 1 lead
Once customers use your brand for a B2B purchase or service, they’re very likely to return. Research from membership-based consulting firm CEB showed that customers who already had strong affiliations with B2B brands were more likely to consider, purchase, and pay a premium for that brand in the future. So for the cost of one lead, you’re typically getting a returning customer and the lifetime value of their repeat business for a one-time lead cost.
A good B2B lead generation company will be able to deliver these leads at scale, focusing on the criteria you’re looking for to ensure each prospect is a strong sales or marketing opportunity for your business.