In the world of B2B lead generation, things have changed a lot. Gone are the days when we could simply gate all our content to meet quarterly lead goals. Nowadays, digital platforms and data enrichment strategies are the norm, reshaping how we identify, engage and nurture potential customers. But have we gone too far and become too reliant on pay-to-play databases for our outbound initiatives?
Understanding lead generation
Lead generation is the process of attracting prospects and getting them into the sales funnel, with the goal of converting them into customers. It happens after marketers have attracted an audience and are ready to hand them over to the sales team. However, many B2B organizations rely heavily on cold lists from databases and consider them leads worthy of reaching out to. This is a contradiction and needs to be explored.
Redefining ‘lead’ in modern marketing
The term “lead” is often used loosely, but not everyone who shows interest in your product qualifies as a lead. A true lead is someone who demonstrates intent to discover or purchase your product. In modern B2B marketing, it is important to have a specific, behavior-based qualification criteria, rather than just finding someone who fits your ideal customer profile. This is where “lead capture” is often misunderstood and marketing teams need to stress a specific definition of qualification. It is recommended to segment content based on the groups you want to communicate with, rather than putting everyone into a lead bucket and filtering based on firmographic data. This is important for the success of the pipeline and to avoid conflicts between teams.
The value of ‘marketing engaged people’
Marketing engaged people are those who consistently show interest and interact with your brand in some way. They become leads when they demonstrate interest in your product. With the rise of content distribution strategies, it is more important for marketing teams to build a strong fan base than to focus solely on bringing in customers. The old scoring models that equated a certain number of page views or downloads with sales readiness are outdated. Modern strategies focus on tracking engagement and interactions within CRM systems to tailor outreach and content accordingly.
The power of data enrichment
Understanding a prospect’s online behaviors, interests and needs can transform how you approach them. Pay-to-play databases like ZoomInfo, when used in conjunction with CRMs like HubSpot, can provide valuable insights into who is interested in your product and when. These lists can also be used for targeted advertising, layered with intent signals related to the problem your solution solves. This approach gives marketing and sales teams a clear view of who to communicate with and how, rather than assuming that everyone with a lead score above zero is ready to buy.
Sales-generated leads and go-to-market strategies
Sales-generated leads, when integrated with marketing strategies, can drive impressive results and should be a part of your go-to-market motion. However, a targeted approach is crucial. Data enrichment, both paid and behavioral, should be used thoughtfully to guide outreach and ensure that sales and marketing teams are on the same page with a cohesive communication strategy. It is important for both teams to know what, how and when things are being said to avoid any conflicts. As Peter Drucker said, “Adequacy is the enemy of excellence.”
Fight the good fight
As the B2B lead generation landscape continues to evolve, it is important to address bad habits and stay ahead of the game. Marketers must be adaptable, continuously learning and challenging the status quo, which is often driven by unrealistic goals and the need for speed. By combining common sense methods with modern tactics and using data enrichment effectively, we can achieve a more holistic and effective lead generation strategy that will lead to long-term success and a loyal audience.
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Originally reported by Martech: https://martech.org/redefining-leads-in-b2b-why-data-enrichment-is-key-for-lead-gen/
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