The purpose of B2B lead generation isn’t to sell
By Jim Logan • Jan 8th, 2008 • Category: Lead Generation Content
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?
