Do you feel like you’re always chasing leads? Are the hours spent researching and prospecting paying off with lackluster results?
In business-to-business (B2B) marketing and advertising, the main objective almost always comes back to one key element: generating leads.
However, the B2B marketing landscape has changed significantly in recent years, and it’s becoming increasingly apparent that lead generation, supported by a robust B2B leads database, is no longer the sole metric businesses should rely on to measure success.
With the market now moving ahead of lead generation, it’s time for companies to start looking at new ways of tracking their progress. So let’s examine why lead generation is no longer the most effective way to measure success and what businesses should do instead.
Why Lead Generation Is No More The Best Metric For The B2B Clients
Lead generation is all about getting as many leads as possible. It is a numbers game – the better people see your client’s product or service. This meant that companies would focus on tactics such as buying lists or running large-scale campaigns with lots of ads to get as many eyes on their product as possible.
However, this approach often resulted in low-quality leads not being interested in what the business had to offer. It also meant that businesses were paying for leads that weren’t even qualified, meaning they wasted time and money on uninterested prospects.
Lead Generation Approach to Be Successful
Today’s lead generation is about quality over quantity. Companies are now focusing on finding qualified prospects likely to be interested in their product or service. They also focus on providing an exceptional customer experience and building relationships with potential customers.
This means that companies need to focus less on getting large numbers of leads and more on engaging with potential customers and providing them with relevant information that will help them make an informed decision about whether to purchase from their business.
B2B businesses require a more personalized approach, and that’s where “Meeting Generation” comes into the picture.
The term “meeting generation” is relatively new, but it’s quickly becoming a buzzword in the world of lead generation. It refers to the shift away from traditional lead generation techniques, such as cold calls and emails, and towards more personalized, meeting-focused approaches.
“Meeting generation is when a B2B business sets up meetings with potential clients to generate sales-qualified leads. This was one of the main ways businesses measured their success, as meeting generation was seen as an effective way to get people interested in buying products or services.”
The primary benefit of meeting generation is that it allows B2B businesses to contact leads and prospects directly. Rather than relying on impersonal emails or cold calls, meeting generation focuses on building relationships through face-to-face meetings.
This allows businesses to get an up-close look at their leads or prospects and tailor their messaging accordingly. It also enables leads and prospects to ask questions in real time, which can help them make a more informed decision about whether or not they are ready to buy.
Related: B2B Appointment Setting: 5 Tips To Book More Sales Meetings And Boost Revenue
How Can Lead Generation Businesses Generate Sales Meetings?
Don’t worry. There are many ways to do this, but FunnL is one of the most powerful.
FunnL helps you reach beyond lead generation and secure more Sales Qualified Meetings for your clients. It starts with identifying the right target audience for your client’s campaigns – FunnL will help you get clear on who these prospects are and create content designed specifically to engage them.
With FunnL, your clients can easily secure meaningful sales meetings tailored to boost success with their prospects. After analyzing the market and niche of each client, FunnL creates a custom marketing strategy based on individual goals. Furthermore, clients only pay for successful appointments generated by the platform – leaving them free to focus on making these engagements count!
Related: How Can FunnL Help A B2B Business?
With its comprehensive approach to reaching out to prospects and crafting engaging content tailored just for them, FunnL enables businesses to convert leads successfully into SQMs – ultimately leading to increased revenue opportunities!
So if you’re ready to move beyond traditional lead generation techniques and focus on securing more sales-qualified meetings for your client’s business, try out FunnL today!
