Creating the right kind of B2B lead generation offshoring relationship with an external agency might seem like a tough ask. But the fact of the matter is that today’s world of digital innovations has created a giant portal, so to speak, of buying information and data. There’s a plethora of content available just at the touch of a finger of a user with an internet connection. Market research shows that more than 85% of B2B purchasers start buying online and nearly 60% of the purchasing process is completed before even speaking with sales. So, it’s important that the team needs to adapt its B2B lead generation offshoring process as per the changing trends.
The most recommended buying process should comprise of the following:
– Getting found by buyers
– Initial engagement with such buyers
– Conversion to contacts
– Nurturing contacts into leads
– Engaging the sales team with leads
– Converting qualified leads into revenue
– Client engagement/upselling
The absence of such a refined process in conjunction with B2B lead generation offshoring will lead to many adverse effects. The first of these being the fact that the productivity of the sales team will decrease. A significant amount of time will be spent on chasing unqualified leads that are not ready to purchase, and the cost of sales will rise. There is also a chance of increased funnel leakage, which means that if one fails to achieve a clear path for the prospect to follow, there are going to be leaks in the sales funnel when the buyer will more from the mode of ‘I need a solution’ to ‘I have a list of options’. This will eventually result in lower revenue growth.
Also, fewer leads via B2B lead generation offshoring would mean that the team would have to work harder and for lesser numbers. So the first thing to ensure this doesn’t happen is to create a clear path for the prospect, i.e., strangers to visitors, visitors to contacts, contacts to leads, leads to customers, customers to brand evangelists. Next, it’s necessary to understand that targeted content is the lifeblood of business, without which customers will not transform into loyalists. So the content should initially educate customers and help them deal with their problems, and then talk about specifics that may or may not be connected with the brand offerings. Just by focusing on these two points, brands can drive great results.