Lead Generation vs Core Business
Successful businesses engage in two very different activities:
- Serving current customers, and
- Identifying new customers.
The problem is, when you’re focused on serving current customers, you’re doing less to identify new customers. And conversely, when you’re focused on identifying new customers, you’re doing less to serve current customers.
To increase their sales pipelines, many businesses could use help managing their efforts between lead generation (finding & qualifying potential customers) and core business (closing sales & delighting customers).
Many businesses could use a healthy dose of predictability. If you spend a set amount of effort on lead generation, then you can devote the majority of your effort to your core business of closing sales and delighting customers.
These efforts are efficient. But where and how do you inject this predictability.
- Word-of-Mouth: customer loyalty and referrals -> Many-to-Many
- Inbound Marketing: activities and collateral (this blog, for example) -> One-to-Many
- Outbound Prospecting: sales lead generation -> One-to-One
Word-of-mouth and inbound marketing are almost self-feeding compared to the effort required for outbound prospecting. For one-to-one sales lead generation to be fruitful, it requires substantial effort. There’s profile definition, there’s channel optimization, there’s message customization, there’s more. There are many moving parts to outbound prospecting.
One-to-one outreach can be hugely effective among your target market. But it can become an enormous burden to seek out those targets. This is where to inject predictability into your lead generation activities.
Here’s an example: Every week, a caterer uses Customer-Acquisition-as-a-Service to fill its sales pipeline with 150 contacts of decision makers at targets interested in catering. With a predictable supply of targeted leads in the pipeline, the caterer can focus on doing its core business of closing sales and providing catering.
When you tune your pipeline to a regular cadence, you achieve efficiency.