B2B Lead Generation: Help Your Prospects Climb the Sales and Marketing Pyramid
We all love the sales funnel…at least in concept. Visually, it’s the perfect model: Our leads pour into the top of the funnel. As they move through the middle of the funnel, marketing and sales both qualify the leads. And buyers flow out the bottom.
Or do they?
With the increasing complexity of B2B purchases, sales cycles are becoming longer, and more decision makers and influencers are involved in the buying decision.
It’s time to stop playing a numbers game and just pouring leads into your sales funnel. Now’s the time to flip the traditional sales funnel on its head and create a new model. The image of a sales and marketing pyramid helps you understand that you need to be more responsive to buyers’ needs throughout the sales process. You must assist them as they climb the pyramid and reach the pinnacle—a decision to buy from you.
The Changing Buyer’s Journey
Where once sales were relatively linear—prospects came into your sales funnel and decided either to buy or not to buy—today’s buying patterns have changed. The buyer’s journey is more complex, more fluid and increasingly self-directed. Above all, we know that leads don’t naturally convert into sales. Left to make the journey on their own, buyers easily stray off course: