High Quality, High Volume Leads Top B2B Marketing Challenges

If your company has been feeling the strain of increased marketing challenges, you are not alone. New research by MarketingSherpa reveals that generating high quality leads and a high volume of leads continue to be the two chief concerns of B2B companies. This chart represents the growing marketing challenges B2B organizations have faced from 2009 to 2010, and shows that many of these issues are causing even greater concern in 2010.

Many companies are still working with restrained marketing budgets and a smaller marketing staff, making the problem of generating a large volume of leads even more difficult. Combined with a lengthening sales cycle, these issues can seem like insurmountable obstacles to creating growth for your company.



Awareness of these trouble spots, however, is the first step toward overcoming them. Here are a few key areas worth reviewing, which can be factors in closing the gaps you encounter in your company's marketing strategy:

• Take a critical look at your marketing and sales data and closely track ROI to assess the most cost-effective sources of quality leads. Purchasing leads from an online lead generation company is one solution many companies are using to keep the pipeline filled with warm leads..

• Make sure no lead is wasted. Organizations are working harder to bring marketing and sales together to determine what constitutes a high quality lead and when a lead is ready to be turned over to sales. More companies are also employing lead management technology to ensure they are pulling the highest possible return on those leads.

• Meet the challenge of a longer B2B sales cycle by refining and strengthening your company's lead nurturing process. This will enable you to capture sales and boost ROI even when leads don't close on the initial call. Your lead nurturing efforts will have the added benefit of building trust and creating loyalty on the part of your prospects.

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