The journey of any sales process begins from point A to B. Point A is the initial contact a business makes with a prospect, and point B is the zone in which the prospect decides to take action and buy your product or service.

Wait, wait, wait.

Are we missing out on some behind the scenes action? And the answer is a resounding yes.

Any business to find B2B leads that consistently convert needs to do a set of things right. Number one is selecting the right B2B demand generation company to get qualified leads. Yes. Remember, if your lead isn’t qualified enough, no matter the number of efforts your sales teams add, the results can be extremely unsatisfactory.

(a) Get leads that have the potential to go from point A to point B.
(b) Ask the B2B lead generation services company or the B2B data management company the right questions.
(c) Have a plan/strategize.

Here is a list of 3 things a promising demand generation company should provide to add in some ease quotient.

Handpicked just for you,

Content syndication marketing

Most of us are well-versed with the impact on content syndication and its benefits for business success. We know that content syndication marketing is the key to getting information related to your business to a wider audience by leveraging the power of the internet.

We all ask how this strategy is going to work. But before we plan on content distribution, it is inevitable to understand if the lead generation company selected by you dedicatedly works on developing premium content.

Remember, content is king, and circulating low-quality content can hamper your business.

A large number of visitors to your website will land there by searching or researching on search engines, and therefore, it is essential to be vigilant about the keywords and phrases used.

To achieve this, your lead gen company should back your business strategy with comprehensive keyword research and content strategies for platforms such as website, social media, and blogs.

Install base marketing

While most marketers chase new acquisitions, a relatively missed out area happens to be install base marketing.
In layman’s terms, install base marketing is about finding gold in the old. It technically means targeting your existing and loyal customers to add value to the services.

On a deeper note, the concept of install base marketing is all about looking closely at the customer journey. It is less about closing a deal and more about engaging and building a rapport with the existing clientele.
Research says upselling and cross-selling is easier than selling to new customers.

Statistically, the probability of selling to a new customer is around 5%, whereas the possibility of selling to an existing customer is about 60%.

To make this work, build a list meticulously of existing install base users and then create campaigns targeting them.

Intent-driven marketing
Intent-driven marketing is the magic of giving people what they want.

The concept of intent-driven marketing has gained weightage in the world of marketing for all the good reasons and has the potential to drive results.

As changes in buyer’s journey makes it more challenging for marketers to target the right prospects and decode what motivates them. On the other hand, intent-based marketing enables businesses to predict purchase behavior with extensive analysis of user behavior.


Qualified leads come from a quality audience. Similarly, a qualified audience comes from a high-quality lead (HQL) solutions company.

Therefore, to make the most of every dollar spent and streamline the marketing process for improved ROI. It is essential to get information on the following to do your homework right before signing up for a B2B demand generation services company.

1. Audience – get information on the type of audience it caters to.
2. Vendor KPI – What does it measure?
3. Your KPI – How does it fit in the KPIs for your business?

To achieve the end goal for your business, you must be very clear about what you want and what exactly you are looking forward to. Once you are able to nail this aspect of marketing, it will avoid any confusion that comes in the way of success.

Author's Bio: 

I've been advising and supporting B2B companies for over five years. I work with clients to evaluate major strategic issues and initiatives, develop effective business and marketing strategies, and implement operational improvement programs.In the B2B marketing space, my primary focus areas are lead generation, sales and marketing.Visit here;