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In order to achieve B2B marketing objectives, marketers need to be more focused and be able to narrow down the high-potential target audience and prospects that are most likely to convert. Account-based marketing or ABM should therefore be one of the mainstream marketing activities that can generate high revenue and create a more sustainable marketing business model with the best returns.

Let us see how one can optimize ABM initiatives for discovering high potential accounts, relationship building and higher conversions.

Discover potential customers

One of the critical things b2b marketers need to do for successful lead conversion is to identify their target accounts and know where the prospective clients spend their time online. Unless you know where to look, you cannot decide your future strategies like how to approach the prospect, which channels to use etc.

A healthy collaboration between sales and marketing functions will accelerate your efforts in targeting the potential clients. With both teams on the same page, you can collate to find important data through firmographics, demographics, geographical location for creating appropriate buyer persons. Apart from this, you also need to invest in research that will allow you to find out more about the latest trends, the buying preferences, competitor analysis and more.

Focus on key accounts

ABM is all about establishing key accounts so that you can dedicate resources, time and efforts to convert these high potential prospects into customers. The sales and marketing teams need to collaborate at every step for best results. The sales teams need to know the efforts taken by the marketing team and the details of various strategies being deployed by the marketing team On the other hand, the marketing teams need to know the information and details of the prospects that the sales team have with them.

This kind of exchange of information between the teams will allow both the teams to implement focused ABM initiatives for highly potential accounts that are most likely to convert. Also, focus on timing and relevance when it comes to these high value accounts. Things such as when to approach them, what channels you must use to communicate with them and the type of messaging to be used etc. will help you to achieve your objectives.

Adopt personalization

When high target accounts are in focus, generic messages do not work. You need to adopt and implement high level personalization in all your messaging and communication. This will not only help you develop strong rapport and build some solid relationships with the clients, but it will also increase your chances of conversion. Customized email messages and offers always work way better than robotic or generic messages.

Account based marketing will work only if you treat every single account on your list with high importance, focus and exclusivity.

Exclusivity through personalization could be the secret sauce of your ABM success.

Conclusion

ABM can bring great ROI if you focus on identifying the right target accounts, nurture the leads, adopt personalization, and when sales and marketing teams collaborate.

To fully understand ABM for your business, work with experts and save your time, money and efforts for more sales and better ROI. Get in touch with us for more insights and guidance on how to go about planning and implementing ABM.

Demand generation is an important aspect of b2b sales and marketing. It sure requires marketers to consider various aspects of the buyer’s journey, gain valuable insights about the prospect’s buying motive and other variables that contribute to make this strategic activity work. It also requires a combination of strategies to be deployed at different stages of the marketing funnel.  2022 can be another year for marketers to create a more comprehensive demand gen strategy and align it with the new demands of the customer.

Here are some things to consider while creating your next demand gen plan!

Work hard on the strategy

The top of the funnel engagement is an important part of b2b sales. Demand generation is all about addressing the pain-points and challenges of the customer so that he knows that you understand the specific problems that need to be solved. This can develop trust amid the target audience and you can get a better response.  

Use intent data

Getting to know the customer’s challenges and pain points allows b2b marketers to customize the solution. Intent data can help marketers give a birds-eye view of the various aspects of the prospect and his needs.

Intent data can guide marketers about where and how your customers are engaging with content assets. It also provides a proper understanding of the various dynamics that can encourage a buyer to make his buying decision quickly. Intent data can provide authentic and incredible insights about the buyer at various different buying stages to help create an opportunity to generate demand at the right time and at the right juncture.

As such with so many insights, you can be armed with a customized offer or a valuable content asset through email marketing for better response. Intent data thus helps you to create a solid plan for demand gen based on the insights and business intelligence.

Consider ABM

The various different segments of lead generation may lack focus for high target accounts. This void can be filled with a more focused and narrowed down approach that is ABM! Account-based marketing is the need of the time. Leads can convert with more focused approach and with dedicated resources working to create ROI. ABM campaigns can be created to directly address the needs and challenges of the customers and get better conversions and results.

Conclusion

2022 may see a lot of new trends or a continuation of trends from 2021, but demand generation is definitely going to continue with its rising popularity. Marketers, therefore, need to optimize their strategies in order to attract and engage leads. Creating outstanding content assets can also help in building a successful demand generation strategy in 2022.

Demand generation is becoming one of the favorite marketing activities amid b2b marketers. Today, marketers are focusing more and more on new-age lead generation practices and less on the traditional sales and marketing practices. Demand generation is one of the highly popular techniques that can draw potential leads for higher sales and ROI.

Demand generation is defined by Gartner as “a data-driven marketing strategy focused on driving awareness and interest in an organization’s products and services, with the ultimate goal of developing long-term customer engagement. Demand generation includes, lead capturing, lead nurturing and sales pipeline acceleration.”

Demand generation is essentially designed to make customers aware and excited about your products and services. Demand generation programs should be able to help your organization reach new markets engage more customers and re-engage existing customers.

Here are some top demand generation techniques you must adopt for b2b success!

Focus on Personas

Make personas an important part of your sales and marketing strategy. This is an important step if you want to make demand gen result-oriented. In fact, creating the right personas should be an integral part of your demand gen strategy. Creating buyer personas is very crucial for b2b demand gen funnel. In fact, categorizing demand gen initiatives as per personas can lead to better results.

One of the best ways to handle your organization’s content assets is to categorize them as per your personas. You should combine content and demand gen for best results. B2B industry involves several decision makers at different levels, which is why buyer personas are so important. So if you want big results, you must drive demand gen as per your buyer personas.

Make it ROI oriented

While you get busy creating strategies that will bring more sales, don’t forget the all-time favorite and but obvious strategy of focusing on return on investment. Understanding the results or making the results of demand gen measurable is probably more challenging than any other lead gen technique. It’s really difficult to quantify demand gen results the way you can quantify lead gen results.

In order to simplify this, make sure you have verified data, have realistic personas and great content assets that can bring you as close as possible to the desired results. This is the only way to make sure you enhance ROI through demand generation.

Invest in Content assets

The various elements involved in creating a solid demand gen strategy are all interlinked. Content assets are an important part of any demand generation strategy. Content assets that are created keeping in mind the buyer personas can be a great magnet for potential leads. These can be used to generate demand and then pull in the good leads that can convert easily.

Create content assets that are in-line with the challenges of the prospects. It should be able to give them the right insights, guidelines and information that can help them in certain ways. Content assets should be able to position you as the problem solver and a solution provider.

Conclusion-

Demand generation is a great way to simplify the lead generation and it can often make lead gen look less sale-sy. It can create more credibility, brand awareness and trust amid the target audience and give you the best returns in terms of sales and ROI.

Generating more b2b leads is only having half the battle won. What b2b marketers need today is to generate good leads that convert easily. Most lead generation experts will agree that having the right data can help them create lead gen more effectively.

Data-driven marketing and sales can help marketers predict the needs of their customers more effectively. It can help bridge the gap between the need and the solution and allow b2b marketers to understand the real challenges of the customers. It can also help b2b vendors to nurture leads for better business prospects.  

Let us discover the important aspects of data and how it can help b2b marketers in creating a more effective lead generation experience.

Data helps you understand your customer

Today, it’s all about the customer! Modern-day marketing is customer-centric. In order to know what the customer needs, b2b marketers must invest in studying and understanding the customer.

This is not the time to create random marketing strategies that are not in-line with the exact customer requirements. A solid data-backed strategy is the need of the time. Without data, none of the lead generation strategies can yield guaranteed results.

Potential clients appreciate customized pitches, offers or even content assets. They want to work with lead gen experts who know their challenges and interests well. Data helps establish trust and credibility to further engage with the b2b vendors.

Data facilitates a more personalized outreach

Data is most useful in creating personalized communication, messaging, and overall outreach. Data integrity will make sure you reach out to the right customers at the right time. This will impact lead capturing and lead nurturing in a positive way.

The average decision-maker receives tons of emails every day in his inbox. For the customer to be able to differentiate your pitch and communication, you need to customize it and make it unique.

B2B marketers need to set themselves apart and this is possible only if you know the customer. Quality data allows marketers to create personalized communication. You can enhance your outreach with rich content assets that resonate with the needs of the customer. Personalized outreach increases your chances of nurturing the right t leads and converting them into business. Evaluated data means higher chances of converting leads into business.

Data helps in Omni-channel b2b journey

According to McKinsey, an average B2B customer uses six different channels before they arrive at a buyer decision. Data can help b2b marketers analyse customer experience and how to enhance it. It even helps them build communication strategies at every stage of the sales funnel.

Omni-channel approach helps b2b sales. Data is very valuable in creating customer experiences that the customers will be delighted with. Data can help b2b marketers create unified and not disjointed customer experience across multiple channels. This leads to better engagement and customer loyalty in the longer run.

Conclusion-

Data is perfectly positioned to drive b2b sales and marketing in the right direction. It can also help marketers to invest in the right strategies and the right channels of communication without having to waste time, efforts or money over the wrong channels and leads.

A fully integrated lead generation strategy can get you good leads. B2B marketers need to have a comprehensive plan for lead generation. They can use and leverage the techniques that worked best for them in 2021 and also focus and invest in new lead gen methods strategically to help convert leads into customers.

A lead doesn’t always equal a sale. A lead may not convert into business even after going through the initial stages of the sales cycle. Therefore it’s important to think of lead generation as a strategic activity! It’s not a one-size-fits-all kind of an activity as every business is unique.

Let us see top 5 techniques to accelerate lead generation in 2022

Prioritize quality over quantity

Lead generation is not about volume alone, as number of leads won’t get you or sales but quality of leads will certainly enhance your sales and ROI. To increase the conversions, analysing leads and categorizing them into good leads and bad leads is important.

You can use BANT (Budget, Authority, Need, Timing) to qualify a lead and convert it into business

Budget: Evaluate if your lead has the budget for your services. This will actually decide whether they would be converted into customers.

Authority: Is the lead you are communicating with the actual decision maker? This is important to know because it will decide the amount of time the conversion might take to happen.

Need: One of the most critical aspects of lead generation is to identify if the service or product is actually going to meet the needs of the lead.

Timing: Timing is everything! When or how soon does the lead need your service or product? Also think of how to capture the timing of their budget availability for faster conversions.

If you want to build a healthy and consistent sales pipeline, you need to focus on qualifying good leads so that they convert quickly into business.

Nurture leads

Lead generation is not a quick-fix solution for by b2b organization. It’s a process that involves various techniques at various different stages. Leads can quickly convert into customers if you nurture them well.

Lead nurturing is a crucial stage in lead generation. Nurturing can be done through email marketing for instance. Create content assets that are aligned with the customers’ needs and create some innovative email campaigns to help build a rapport with the customers, offer customized solutions and to keep nurturing the leads.          

Make social media your lead magnet

Social media platforms such as LinkedIn are great for b2b for many reasons. You will find plenty of b2b customers looking for solutions on LinkedIn. Social media can act as your lead magnet if you use it strategically. Staying in the eye-line of the customers is one of the best ways to capture leads.

Staying active on social media through meaningful content insights can attract leads that already know you or have known your brand on social media. This helps in reducing the sales cycle, as the leads approaching you may have already made up their minds to do business with you or it’s easier to convince them as they are familiar with your brand.

Optimize your website

Website is another lead magnet for b2b organizations to speed up their lead generation process. Focus on call-to-actions, speed and accuracy when it comes to your website. Your website visitors could be your potential customers and hence having a simple and content rich website is a must if you want to attract good leads. Have smart call to action to be able to engage the website visitors further. Hence optimizing your website is a smart technique to attract and convert good leads.

Create relevant content insights

Content is the fuel you need to accelerate lead generation. Content is the brand voice and the best means to reach out to your target audience and nurture leads. Offer great content assets to attract engage and convert leads. Leads that have downloaded your content assets can be good leads who would probably take lesser time to convert.

Conclusion:

Establishing human connection with the audience is one of the most critical aspects of successful lead generation. B2B marketers cannot afford to forget that their leads are human beings. Building buyer personas, staying in the eye-line of the customers and building brand familiarity through email marketing are some more techniques to adopt, while you must also focus on creating great content assets for each stage of the sales cycle.

Everybody’s talking about intent data and how it’s extremely critical in increasing ROI. However, marketers need to focus on strengthening intent data strategy to fully optimize it. In order to achieve the objectives of intent data, it’s important to recognize the top challenges of intent data and devise a plan to overcome those challenges.

Did you know that one of the topmost challenges of intent data faced by marketers is to create a solid strategy in order to fully optimize the power of intent data? Following this top challenge, marketers often face other challenges such as measuring the impact of intent data, converting data into insights efficiently, verifying the validity of intent signals, and acting on those intent insights efficiently to make proper use of intent data.

In order to avoid wasting costs on resources and missed opportunities, marketers must address the above challenges and focus on resolving them at the very beginning of deploying intent data.

Let us discuss some of the best ways to tackle the above challenges in order to optimize intent data for increased ROI.

Focus on strategy-

Strategy can enable any solution or tool to work fully or to be able to achieve the objectives set at the very beginning of deploying that solution or tool. Same goes for intent data!

One of the best ways to begin building a robust strategy for intent data is to focus on prioritizing accounts. One can also focus on other important and supporting channels that allow you the time to focus on specific accounts that are taking interest in your services or products. Such strategic decisions can help convert potential leads into sales easily.

Once you start getting the desired results, don’t forget to analyze and measure them. A part of your strategy should also be to make sure all the teams involved in the use of intent data are on the same page. For example, marketing and sales teams must be on the same page right from the stage of discussions on how to optimize intent data. Any other function in the organization that might be directly or indirectly involved in intent data should ideally be a part of any intent data related decisions in the organization.

Analyzing results-

It’s not only about how to use intent data for getting the desired results, it’s also important to monitor the results and analyze the metrics that can tell a lot about the strategy. To measure the results effectively you need to look at the key performance indicators and analyze the final results in comparison to the set metrics. This analysis can help you build a stronger strategy each time.

Comparison of metrics pre-intent and post intent can show you the progress, performance and can give you a birds-eye view of how to program intent data differently each time. It can reveal some finer nuances of the strategy in the form of results and help you understand what is working and what is not and where it is that you need to strengthen your strategy for all your future intent data-based programs.

Evaluate multiple channels-

For assessing all sources of intent signals, one must consider multiple channels for validating signals and evaluating the value of those signals. Taking a more comprehensive approach while analyzing intent signals can bring more accurate results. While you do this analysis it can also provide information about some weak signals that bring no value to your business and you can further avoid spending time in that direction.

Marketers must also include the following elements when considering intent data for enhancing sales-

• Investing in understanding buyer’s journey
• Aligning intent strategy objectives with business goals
• Establishing base performance metrics and elements that are critical in analysis of results

Conclusion-

Intent data is very useful if you want to enhance ROI. However, the intent data science is still evolving. Marketers need to note the challenges of intent data and the possible hurdles that might prevent them from optimizing intent data for best business outcomes.

Integrating intent data in the top of the funnel marketing activities can amplify b2b revenue growth and strengthen ties with potential prospects. This can literally accelerate lead generation and can be very helpful in demand generation. Let’s explore the immense possibilities of intent data for enhancing b2b business growth.

It is all about providing authentic, account level information on various behavioral aspects of potential prospects that can enable marketers to recalibrate their marketing strategies for better success.

The whole objective of intent data is to simplify the complex b2b processes by getting to know the prospect better.

Though intent data seems to be gaining much popularity amid b2b marketers, it still doesn’t seem to have been explored fully.

Benefits of intent data at a glance-

• Redirects efforts and time of sales and marketing teams to those prospects that are actively showing interest in your products or services
• Generates demand by helping to create interesting insights or content assets for potential leads and to stay ahead of your competitors
• Helps to set realistic targets for better results
• Helps make proactive marketing decisions by creating strong strategies to engage leads

According to a survey carried out by Bombora, almost 73%, nearly three-quarters of respondents of the survey had reported that they plan to roll out strategies and use intent data in 2021. This trend will surely continue in 2022 and in the near future too, as intent data is creating incredible results for b2b marketers.

Intent data is quickly becoming an integral and essential part of data-driven and performance-driven marketing. It can provide incredible insights in the early stages of the buying cycle of the prospects. It can help marketers to prioritize prospects and high-level accounts for ABM and other marketing and sales accounts. It can also help companies to come up with relevant messaging, hyper-personalization, nurturing leads precise targeting through email marketing, and generating demand in today’s competitive market.

Here are some significant uses of intent data as per research by Bombora-

• To identify new accounts – 56%
• Align sales and marketing- 51%
• Customized messaging – 33%
• Monitor potential customers- 33%
• Enabling sales – 29%

Brands are using intent data and are now beginning to see the potential power of intent. They have realized that the best way to win leads is to be proactive, generate demand and give them what they need. This is also helping marketers to stay ahead of their competitors.

How marketers can accelerate business growth by using intent data as per research by Bombora-

• Personalization- 49%
• Account based initiatives- 37%
• Crafting relevant messaging- 33%
• Email marketing- 32%

Intent data can be useful to companies who are looking at ABM as a potential b2b sales and marketing activity. Intent data can help ABM initiatives by identifying target accounts by monitoring prospect activity. It can enhance personalization for engaging further with the prospects.

Conclusion-

Before you decide to begin using intent data, you also need to evaluate the short term and long term business goals of your organization. This way you can also know how to optimize intent data and which other marketing activities can be supported by intent data.

B2B lead nurturing programs are gaining momentum as marketers are getting desired results and faster lead conversions. Content syndication can help you get warm leads that convert easily and help build stronger relationships with prospects. Marketers can use content syndication as a part of their lead nurturing programs to accelerate lead conversion and ROI.

There are many challenges that marketers have to face in lead generation. Low email open rate, lower conversions, long sales cycles and more. Therefore, an outreach program that is designed to increase visibility, enhance brand awareness and collaboration to attract new and potential leads can change the fate of lead generation. Content Syndication can help b2b marketers achieve just that!

Most common challenges faced by b2b marketers-

• Lack of knowledge of target audience
• Incomplete information about potential buyers
• Lack of information of buyers’ journey
• Email campaigns that do not reach the right audience
• Not getting in front of the right audience at the right time
• Lack of personalization in campaigns and messaging
• Lack of analysis of results of  lead generation campaigns
• Absence of collaborative efforts to reach out to the right audience
• Lack of insightful data and content assets
• Sales and marketing teams not being on the same page

Though there are a lot of challenges, there are also ways to get lead generation processes and results streamlined with a little bit of innovation. Analyze the current content assets that you have and design an effective content syndication program that helps you to target bigger audiences each time, discover more leads, create more influence, enhance brand awareness and even generate demand.

So, how does content syndication help marketers to get more b2b leads and convert them easily into business?

Increase visibility-

Content syndication is a process wherein you collaborate or post content on third-party websites, generally the ones that are high-performing sites. The content must be relevant to the target audience and should be of high quality. It should be able to add value to the knowledge of the target audience. Once you are out there in front of the right audiences through content syndication, it can certainly help you to increase brand visibility and also increase the chances of reaching the right audience.

Reach a wider audience-

Bigger and a varied audience can enhance your chances of reaching potential leads that you are looking out for. Reach more and more people and get more leads! It is the exposure to more people that can help you to even discover a new target audience. Content syndication helps you to widen your reach for increasing the probability of getting more leads that convert quickly.

Get warm leads-

The use of gated content across wider audiences can help you discover warm leads that can convert easily. You can get relevant and useful data of prospects using gated content and thus increase your chances of engaging with them further. Getting warm leads is a big step in successful lead generation. It helps marketers shorten their sales cycles.

Build rapport with prospects-

Content syndication is not only an opportunity to collaborate, but it is also an opportunity to build a stronger rapport with prospects. It’s a great way to build trust and transparency for long-term business relationships.

Conclusion-

Content syndication can be a big game-changer for b2b marketers and organizations. Simply know how to optimize it for getting warmer leads and to reduce the common challenges of lead generation. Get to know how we can help you with content syndication for more leads!

There’s a belief in the b2b market that demand generation is a challenging marketing initiative or activity and it involves complex strategies as against lead generation. This is certainly not true. Such myths and more myths are keeping marketers away from utilizing the true potential of demand generation. Many are building strategies believing these myths. Considering the huge potential of demand generation, it’s necessary to debunk these myths in order to optimize the power of demand gen.

This blog talks about some of the myths surrounding demand gen and how this knowledge can help b2b marketers create better business outcomes.

Demand generation involves a single channel approach-

This is a big myth and marketers often think that if they adopt demand gen they will have to stick to only one single channel. However, the actual implementation of demand gen can and should involve a multi-channel approach. You need not adopt only ABM or only email marketing or paid ads alone. You can always use these different channels in combination for optimizing your demand gen efforts.

The very objective of a solid demand gen strategy is to have a very comprehensive approach and implementation of activities surrounding demand gen. If you focus on only one channel it can defeat the whole objective. It can also defeat the purpose of having a dynamic marketing initiative for better results.

Demand gen demands a combination of marketing initiatives for better lead conversion. You simply won’t be able to realize the true potential of demand gen if you decide that all the marketing activities will be conducted in silos. Hence the myth that demand generation involves a single channel approach needs to be debunked for better results.

Demand generation is an extension of lead generation-

This is one of the biggest myths amid marketers. Sure demand generation is all about creating brand awareness in order to create more opportunities, but it functions independently even though its ultimate aim is to help attract more leads that have the potential to convert easily.

Demand generation can be a bit complex but it can develop and help nurture better relationships with the client. On the other hand, lead generation is about identifying the target audience and then contacting the right leads, which is a more simpler and direct approach.

Demand gen takes a more educative or insightful approach towards leads and thus has more depth to it. This is also the reason why demand gen can help in strengthening rapport and relationships with clients and create a more loyal customer base.

There’s another myth that says, demand gen doesn’t need special skills. This myth also needs to be debunked, because it can impact your entire process of hiring resources. Demand gen is an independent marketing activity that impacts the ROI. It is not just about leads it is also about fostering relationships. This proves that b2b organizations need to either hire specialized and skilled resources or they need to partner with demand gen experts.

Conclusion-

There will be innumerable myths and misconstrued beliefs about demand gen. But considering its high potential and value in impacting sales and ROI of any business, marketers must learn more, have proper knowledge about demand and adopt the best practices of demand generation while debunking its myths.

As we move closer toward the end of 2021, it is time to analyze and recalibrate b2b lead generation and demand generation strategies for a more profitable 2022. B2B organizations adopted a lot of trends and techniques in 2021 such as intent data, ABM, conversational marketing and more. These will continue to be the most preferred techniques even in the year 2022. Lead quality, lead nurturing and data will also remain in focus in the coming year.

Let us see some of the top trends and techniques that will stay in focus in the year 2022!

Importance of Data-

2021 saw many marketers focus on one of the most crucial elements of successful lead generation – data! Lead generation is mostly about qualified leads; let’s say marketing qualified leads (MQLs) and about sales pipeline and shortening of sales cycle. These are the critical factors when it comes to successful lead generation and demand generation today. Data plays a vital role in getting all those good leads into the loop and converting them into business.

2022 will continue to be about how to leverage the incredible power of data. This will also include the enormous role that intent data has to play in the success of lead gen and demand gen. If you want to succeed in 2022, you must adopt intent data as one of your main stream activities. Adopt it to see its miraculous influence on lead generation and conversion.

Focus on buyer persona and personalization-

2022 will continue to be more about personalization! Personalization can only be achieved if you know the prospect well. Therefore, if you want to invest in personalization make sure you put in efforts to get to know the buyer persona and the person behind the prospect. This will enable you to come up with personalized communication and more customized strategies for better lead conversion.

The focus will continue to shift to communication, personalized communication and customer-centric sales. The change in approach in sales will continue to be more about the customer and having more empathetic communication even after the face to face trade shows and meetings will gear back in action.

Increasing demand of ABM (Account based marketing)-

Account based marketing showed much traction in the year 2021, as marketers realized the power of focus and a narrowed down approach through ABM for better business returns. Exclusive accounts that have high potential will now be targeted more frequently in 2022. Companies can look forward to hiring dedicated resources for account t based marketing to win the long term loyalty of customers.

Power of strategic email marketing-

Strategic email marketing will continue to reign in 2022 and beyond. Email marketing has been one of the most influential tools in reaching out to customers and also building solid relationships. 2021 was testimony to this fact and marketers have been reaping benefits from strategized email marketing as it allowed them to create more personalized communication, helpful in lead nurturing.

Marketers who are expecting good leads and quicker conversions can now look forward to working with b2b lead gen partners and companies. Outsourcing lead gen activities will continue to be more popular in the coming year as it will allow companies to invest their time in other crucial functions and business activities. Content and content marketing will also remain in focus and companies will now need to dedicate more time and money in creating outstanding content assets in 2022.

Conclusion-

2022 will carry forward some of the most happening trends of 2021. For smooth sailing in the year 2022, companies need to adopt personalization, ABM, intent data, lead nurturing, and other top trends. A change in approach will also prove to be beneficial along with inculcating a data culture in the company for better lead results.