News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
How SMB B2B Marketers Can Improve Lead Turnover by Using Big Company Tactics
Mimi Miles / Marketing Profs / Aug 13, 2014
Not surprisingly, a recent study by InsideSales.com points to a lack of leads as the top challenge for today’s business-to-business (B2B) marketers. The need for qualified leads almost always trumps other important efforts such as brand awareness, field enablement, and partner development.
At the same time, B2B prospect pools are smaller and tougher to penetrate than those targeted in business-to-consumer (B2C) campaigns. Hefty deal sizes and lengthy sales cycles inherent in B2B relationships cause marketers and sales managers to struggle in uncovering enough leads to fill their organizational pipelines.