LeadG2 is a sales performance agency that uses inbound marketing and sales enablement strategies to help our clients generate more leads, close more business, and grow.
When our prospective clients first come to us, they don’t always know exactly what they need. They only know that they have a business challenge that they want to address – a business problem they want to solve. Below are the seven most common problems we hear from our prospective clients.
1. Salespeople Aren't Going On Enough Quality Appointments
Most teams are comprised of busy people. Unfortunately, they’re often busy doing tasks that don’t involve prospects (i.e., writing proposals, researching prospects, sitting in sales meetings, etc.).
I’ve never seen a closed deal that didn’t start with a first meeting with a qualified prospect. If sales is struggling to hit their numbers, it can often be traced back to the lack of quality appointments. And the lack of quality appointments is usually the result of ineffective lead generation and/or unproductive salespeople. There are usually two potential solutions:
First, evaluate your lead generation strategy. Is it producing leads? Is it producing enough leads? Is it producing leads with qualified prospects?
Second, free your team up from unproductive activities. Provide them tools that improve their efficiency and helps them do more with less. Technology and automation will expand their reach and help them engage more prospects in the same amount of time.
2. Business Development Process is Relying Too Heavily on the Outbound Prospect Efforts of the Sales Team
There are still “old school” sales managers who believe it’s the job of the salesperson to build their own pipeline. Cold calling has always been a numbers game. It used to be you could make 100 dials to engage 10 decision-makers to schedule 3 appointments. It’s still a numbers game, but the numbers have just gotten much bigger. You have to make more and more calls to talk to fewer and fewer people.
Stop relying on the sales team to generate their own leads. Marketing should at least share the lead generation burden. We understand that many small growing businesses don’t yet have Marketing departments. LeadG2 can fill that gap and execute that role on your behalf.
3. Current Lead Generation Process is Producing Anemic Sales Pipeline
Many companies struggle with lead generation because they lack a comprehensive strategy. Instead, they’re lost in an endless cycle of “random acts of marketing” — bouncing from one tactic to the next and never really landing on anything that consistently works. They try an email blast this month and then social media ads next month.
Lead generation should start with a strategy based on a thorough understanding of your target persona. Disciplined execution of that strategy should be driven by a detailed GamePlan that includes action plans, content calendars, and campaign guides. And key performance metrics should be tracked and closely monitored so the results can be continuously optimized.
4. Website is an “Online Brochure” That Isn’t Easily Found and Has Limited Lead Conversion Functionality
Many businesses get hundreds or even thousands of visits to their website each month, but aside from impressive traffic metrics, they don’t have much to show for their online marketing efforts. Their prospects are visiting the website, reading a page or two, and then bouncing. Very few visitors stick around, and even fewer (often less than a quarter of a percent) ever become a qualified lead.
A healthy inbound marketing program will not just drive traffic to your website. It will provide a mechanism to generate leads, digitally engage your prosects, capture intel and insights, and help them take the next-best-step in their buying journey. This means the calls-to-action on websites need to go beyond “Click Here to Schedule a Consultation” or “Get a Quote."
These are fine for bottom-of-the-funnel prospects, but what about “top-of-the-funnel” prospects who are just beginning their buying journey?
5. Complex Sales Environment Lacks Thought Leadership Content to Educate Top-of-the-Funnel Prospects
When business decision-makers are seeking solutions to complex business problems, they seek out expert advice. Often the very first place people turn to answers is Google. Will they find your company’s perspective when they search topics relevant to your expertise?
Publishing content that educates and informs your prospects will position your business and your sales team as thought leaders and subject matter experts. Your prospects will seek you out because you’re helping them solve their problem and guiding them in their buying journey. Thought leadership content comes in a variety of formats – blog articles, eBooks, whitepapers, case studies, videos, webinars, etc.
6. Ineffective Lead Nurturing Process Allows “Not-Ready-to-Buy-Yet” Leads Fall Through the Cracks
Many organizations’ sales pipeline development processes are like a hamster wheel. Everything stops as soon as the marketing campaign is complete. The sales team is always looking for the next campaign to generate the next batch of leads to work. But what about the leads that were generated last month, or last quarter, or even last year?
Keeping the “hamster wheel” of marketing campaigns in motion can be exhausting. Marketing technology tools like HubSpot can help companies automate lead nurturing workflows and communication sequences to ensure no leads fall through the cracks and every prospect receives appropriate follow-up.
7. Not Closing Enough New Business
All of the problems listed above have one thing in common. If they persist and solutions aren’t found, they will have a negative impact on revenue growth. Many companies we speak with don’t know why they aren’t closing enough business. They just know they aren’t growing and something needs to change.
Every client looks a little different. They all have different challenges, growth goals, sales and marketing infrastructures, and skill sets on their teams. Our objective is to help them define their problem, understand the impact solving it can have to their growth goals, and explore various solutions.