Originally this article appears as a LinkedIn article by Rolands Ozolins.
If salespeople struggle to find enough sales leads, a precious resource is wasted and you cannot grow your technology business to its potential.
Unfortunately, the recent research by Pipedrive confirms exactly that. When asked if they struggle to find enough sales leads, 54% of salespeople confirmed that at least sometimes they are struggling to find enough leads.
Companies should not let that happen!
It just doesn’t make sense to have a full-time salesperson at all, if she doesn’t get enough leads.
Companies sometimes mistakingly try to solve this by hiring more salespeople following the logic that more salespeople equal more sales.
Cold calling is not always a solution either.
Anyone likes to receive cold calls from people and companies you don’t know?
So what’s the solution?
Use high-quality marketing content to generate leads.
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Below is a graph of Forrester’s study asking B2B technology buyers what content they find useful. Case studies are the most useful content followed by whitepapers that are supported by data.
This is because buying in B2B is not an easy or pleasant process. In many cases, buyers are making a risky decision with possibly dire consequences for their careers.
As a result, buyers are desperate for high-quality information that can help them make better decisions, and (this is important!) argue for the solution they prefer.
So it is a good idea to plan a customer journey and provide your buyers with marketing content to help them buy and help them argue on your behalf.
What’s more, leads that are generated with high-quality content are happy to talk with your sales representative about your solution.
Why? Because your company has already proved itself to be helpful in helping to understand how to deal with problems that prospects have. It has explained a challenging topic and proven its competence.
What do salespeople say about working with content-generated leads? Here is what we often hear on review calls with our clients:
Prospects are not getting calls from a no-name company trying to push through. Instead, they perceive that a representative from a competent, authoritative, and caring company is calling prospects, who are interested in solving a specific problem. It’s win-win.
Prospects interested in your solution are identified with the use of marketing content. Marketing automation and analytics then allow to figure out which prospects are qualified leads. Qualified leads then are forwarded to your sales team.
Just like in this super short video below.
Some of our clients without internal marketing are able to generate qualified leads and start selling, others are able with minimum resources to build up a strong pipeline in international markets, yet others are able to open doors to senior executives, have a quality sales conversations and grow their technology business as a result.
From what I have seen in the last years, almost every tech company serving B2B markets would greatly benefit from quality marketing content.
If a company can only do as little as 2 things, I would recommend starting with case studies and a product video.
If you feel like learning more about setting up your own Digital Sales Engine, check out the recording of our latest and best webinar.
Rolands is a technology marketing strategist and co-founder of IBD Consulting.
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