Lead Generation Suffers Quality Issues
Lead generation, the process of obtaining information, for a number of reasons which could include expanding the scope of a particular business or endeavoring to increase sales revenues, is very useful in the business world as a means you can stay in the race and remain competitive. However, some quality issues relating to inaccurate or incomplete information could be a threat to the system, and to be more specific, to B2B demand generation.
B2B (business-to-business) demand generation is slightly different from lead generation although they both impact marketing and sales. To put it simply, let's just say that B2B demand generation is more technical and more focused on nurturing leads and generating interest in a company's services or products whereas lead generation is on the broader side of luring in potential customers.
Accurate and updated information is crucial in B2B demand generation. It could mean the difference between gaining clients or losing them. So making sure you have the correct data should definitely be one of the highlights not just for demand generation but for lead generation as well.
Contributing Factors to Lead Generation Quality Issues
Marketing data relies greatly on online forms. The problem with these online forms is they are frequently incomplete. Examples of important information that could be missing or inaccurate include phone numbers, email addresses, and company information like industry and revenue data.
To be able to reach clients is crucial in closing the business loop, and accurate and updated profiles enables you to strategize your approach for potential customers. You also need correct and valid email addresses to be able to nurture leads. Additionally, you need the ability to reach your leads via phone to get one step closer to closing the deal.
There are many programs and services out there that deal with lead and demand generation and a lot has been done to try to improve matters. But from the looks of things, there are many more adjustments that need to be made and much more tinkering to do to alleviate the situation.
Improvements That can be Made to Fill in the Gap
While digital online forms are very helpful in lead generation, they do have certain limitations. For one, not everybody is comfortable with sharing information online, and these individuals certainly can't be blamed given the inconveniences they might encounter.
For all the advancements we've achieved in the digital world, there's still no substitute for the human and personal touch. I mean, sure, online forms and surveys are great sources of data. But to go even further and to get more accurate information, nothing still beats a good old-fashioned phone call.
Of course, I'm not implying that we hound potential clients with phone calls. That's probably in the same vicinity as receiving spam in your inbox. The key here is to reel them in, and that's going to be easier if they feel comfortable, and that in turn is achieved by giving them a sense of control.
Aside from online forms, potential customers should have the option of being able to call you in a manner and at a time that's convenient for them. This simple solution can go a long way in dealing with quality issues for lead and demand generation.