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AVOIDING FUNNEL FAILURE: 3 TIPS FOR LEAD GENERATION & CONVERSION

9 September 2019
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Lead generation is an expensive task for any B2B marketer, but it’s not cost alone that keeps them up at night. Understanding the nuances of each lead and how to replicate some level of success is as much art as it is science. Once you pay for leads, do they convert? And if they do, how do they stack up against your other sources? Perhaps most importantly, how can those leads successfully transition out of marketing to sales?

The pressure to both create and convert isn’t slowing down. According to a 2018 HubSpot survey, 75% of companies say closing more deals is their top sales priority. But, Econsultancy found that just 22 percent of businesses are satisfied with their conversion rates.

For many B2B organizations, balancing the demand for conversion and the importance of building meaningful customer relationships—and long-tail deal opportunities—is an ongoing battle. The insistence to prioritize today’s growth is at odds with the long-term growth of the business. In short, thinking about leads only for today starves the business for tomorrow.

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