Dec 01, 2009 Jack Barry

B2B Lead Generation - Quantity or Quality?

If you generate leads for a sales team, you are familiar with the common debate of quality vs. quantity.  The B2B lead generation marketer has traditionally been graded on quantity, while sales counterparts are typically graded (and compensated) on closed sales.  So is it possible to generate too many leads?  Well the answer depends (of course).

It depends on a lot of factors but the biggest issue is your lead management system.  In other words, how many leads can you follow up with and how much will it costs to follow up with them? 

If sales has to follow up personally with every single lead, then there is a very real limit to how many leads you can generate without wastage.  At some point, leads will start to get dropped or missed and that isn't good for anybody.  However, on the flip side, if you have a well designed automated lead management system in place, the process is much more scalable.  In fact, if you are using automated follow up in conjunction with lead intelligence, not only will you close more leads, there may not be a limit to how many leads you can generate.

So remember to keep fulfillment and follow up in mind when planning any of your lead generation campaigns.  

If you are interested in Outsourced Marketing solutions for B2B Lead Generation, please check out the Outsourced Marketing page on our site.

Published by Jack Barry December 1, 2009