The purpose of B2B lead generation isn’t to sell

It comes up in conversation with clients and perspective customers time and again.

It’s an important a critical concept:  The purpose of B2B lead generation isn’t to sell.

Here's why: B2B sales prospects, especially true in complex sales, won’t and can’t buy without a direct dialogue with the seller.

So, your B2B lead generation activities should focus on compelling the prospect to agree to meet with you or otherwise engage in a direct conversation by piquing their qualified interest.

B2B lead generation campaigns should attract suspects, qualify them as prospects, and compel them to engage with your company in a sales opportunity. You don’t sell to prospective customers until you’re directly engaged with them.

It’s the critical part of a successful B2B lead generation campaign - create qualified leads first, sell later.

What do you think?