At the beginning of 2020, it was the norm for any respectable technology industry leader in business to business (B2B) sales to spend upwards of 80% of their time on the road and with clients. They would be on continuous lookout for new prospects and qualified leads through face-to-face interactions, taking potential clients to sporting events and chatting them up at annual conferences. Ironically, given the industry, not much science or tech was behind the development of pipelines or closing the deal.
The New Rules of B2B Lead Generation
Five ways sales teams can adapt to a new landscape.
June 22, 2021
Summary.
Face-to-face meetings are back, but is that what clients are looking for? Companies need to update their lead generation strategies to make them more data-driven and more in line with what potential clients’ preferences. To adapt, companies should follow a new B2B sales playbook: 1) build the right team for the job, 2) create simplified content that articulates the firm’s industry offerings, 3) push the content to market, 4) have teams share relevant leads with sales, and 5) measure outcomes at multiple levels.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.