Lead generation challenges can cost B2B marketers a lot of time and resources. These challenges also mean a loss of revenue and sales opportunities. While B2B companies are working in extremely complex structure and ambience, marketers are now shifting towards data-centric lead generation, Omni-channel marketing, ABM and intent data. These techniques can reduce the challenges of B2B marketers today.
Data-driven techniques or intent data can drive lead generation and demand generation and can lead to better engagement, more conversions and more revenue.
Let us see some common challenges of lead generation and their remedies-
Using data effectively-
Almost all B2B marketers go through the data drill and are aware of how important data is for B2B. But many people are still not aware of how to use or implement data for B2B sales. With the overwhelming amount of data being produced or being made available to marketers, processing it and breaking down its complexity is a big challenge for B2B companies. It’s a difficult task to collate data from different sources, verify it, cleanse it and use it for the benefit of sales.
The solution to this is the use of intent data. Intent data is information that is collected about a prospect’s interest, websites they have visited and which products or services they are currently in the market for. Targeting prospects using the specific intent data, allows a company to reach their best prospects, shorten the sales cycle and increase ROI.
Validated and in ready to use form; if you know how to implement it, intent data can be your power-house tool. Data with great insights into buyer persona, buyer behaviour is what marketers need today. This can help them draw a strong demand generation strategy that is sustainable.
Need for quality MQLs:
Here’s another potential element of sales- MQL (Marketing Qualified Lead). This is an important component of the funnel and can decide the future of your B2B sales and revenue. However, identifying the right MQL is a challenge for many marketers. And once you identify the right MQL, you can then transform them into SQLs.
Again, the solution here is intent data. Working with the right intent data vendor can reduce your MQL challenges. Select the right vendor who understands the value of data and how intent data can be put to use. The vendor should also be able to provide the right data as per the requirement. This data should be aligned with the goals and objectives of sales and marketing and lead generation. This will help you to find the right MQLs that are high potential and can easily convert into SQLs and into business.
Conclusion-
The information that one collects about a prospect and his interests such as mapping his digital footprints, websites they have visited, the products or services they are currently in the market for is called as Intent data. Using specific intent for targeting prospects can allow a company to reach their best prospects, shorten the sales cycle and also increase ROI.
Intent data can be great solution to many B2B challenges today. As a B2B marketer of 2022, you must also know the buyer well, know the buyer’s journey and have the right insights that can help you to create a strong demand generation and lead generation strategy.