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The Case for Lead Generation(铅一代)
1
The Case for Lead
Generation
Lead generation involves identifying prospective cus-
tomers and qualifying their likelihood to buy in advance
of making a sales call. In short, it’s about motivating
prospects to raise their hands.
Lead generation is the single most important objective of
any business-to-business (B-to-B) marketing department.
Other objectives, such as brand building, brand steward-
ship, public relations, and corporate communications are
also on the list, to be sure. But, providing a sales force
with a steady stream of qualified leads is job one.
When asked, senior marketing executives back this up. In
a 2010 study, Marketing Sherpa asked chief marketing
officers (CMOs) about the challenges they face. The top
answer was “generating high-quality leads,” named by 76
percents of respondents. Tellingly, the 76 percent response
rate for this answer was up from 69 percent the prior year,
so it appears that CMOs are increasingly under pressure
in the lead-generation arena.
2 Maximizing Lead Generation
Furthermore, the other issues keeping CMOs up at night are also heavily about
leads. In Table 1.1, you can see the survey results in detail.
Table 1.1 CMO Challenges
Which of the following marketing challenges are currently
most pertinent to your organization? Percent of respondents, 2010
Generating high-quality leads 76%
Marketing to a growing number of people involved in the 45%
buying process
Generating a high volume of leads 39%
Marketing to a lengthening sales cycle 39%
Generating pu
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