The New Buying Process

Targeted lead generation can help your sales teams spend more time selling and less time with administrative tasks like prospecting. Targeted lead generation should provide warm, well qualified leads. In fact, according to a recent research, companies with mature lead generation practices achieve better sales productivity and higher revenue growth.

Mature companies achieve 133% greater revenue versus their target than average companies, and 174% more than the least mature companies. Additionally, sales reps at mature companies spend 73% of their time selling (rather than on administrative tasks, training, etc.).  Sales reps spend only 57% of their time sell in companies without a mature lead generation strategy.

Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.

Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.

The New Buying Process

In the old world of information scarcity, “lead generation” meant that marketing found the names of potential buyers early on in their buying journey, and then passed those names directly to sales. Buyers expected to be educated by the sales team, and sales expected to speak to uneducated, early-stage buyers who weren’t always qualified.

Today, a variety of educational resources are easily found through search engines, social media, and other online channels. Through content produced and distributed by organizations, today’s buyer can learn a great deal about a product or service before even speaking to a salesperson.

This makes your digital presence more important than ever. Both decision makers and influencers are now most likely to find you—before you find them.

According to Forrester, buyers might be anywhere from 2/3 to 90% of the way through their buying journey before they contact the vendor, making it difficult for sales to influence the buyer’s decisions. Buyers can now delay talking to sales until they are experts themselves.

Luckily, a solid lead generation strategy will help you build trust and capture the interest of your buyers during the self-education process, and before they’re ready to contact sales.

Contact ProAptivity today to find out more about implementing a solid lead generation strategy on 028 9073 5630 or via email at

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