Nowadays lead generation is a must-have for any B2B businesses that works with account executives. The principle is easy to understand: instead of paying your account managers to spend hours irritating prospects on the phone, you upload content that is relevant to your audience onto a website and by doing so attract new prospects, who in order to view more content, have to fill out their contact details. These prospects then receive e-mails with relevant content on a regular basis and every time they take action, they accumulate points. By the time they have accumulated a certain number of points, their contact details are transferred to the account team and an appointment arranged.
Thanks to Zoom, Skype and other video communication tools, it is not necessary to be in the same region or even continent as your customers to do business with them and this helps expand your reach.
It sounds appealing, but it’s not that easy to get right. The two main ingredients are a lead generation system and content. Choosing the right system, writing the right content and offering the right support can make a huge difference.