Marketing – Difficulties in Lead Generation and Sales Conversion

In B2C programs a customer finds it immediately offensive when asked to buy a product after giving a free package. It is much like taking a wrong foot on asking to buy. Probably, the wrong footing is on the time in which a buyer is asked to buy. After promising a lot of information and pounding him with both information and trial versions, he finds himself trapped in the process of someone wanting him to buy a product.

B2B Marketing might find it different and the process gets complicated when a buyer is expected to buy when the organizational decisions are either affected or if they do not go with the buiyng process. When the decisions do not allow for the purchase of a product or the subscription of a service, buyers hesitate to buy the product and an enquiry on the same will lead to much more complications, typically when the organizational decisions are not to be revealed.

The time span is huge between lead generation and conversion which leads to frustration and increased job pressure on the part of the marketers. Buyers are usually far from making purchase decisions and marketers have to catalyze the process. This can be done by providing necessary information to the clients and they do respond to purchase decisions when they need more.

It is highly likely on the part of buyers to come up with surprise calls for buying your service. Generally 40 percent of the customers convert into sales-ready leads from the inquiry stage, but from the next subsequent stages, the number goes down to thirty percent. B2B Marketing involves processes where conversion of 30 to 40 percent is profitable. The process of lead nurturing and loss of customers through conversion involves so many factors due to which it turns a difficult process.

Nurturing leads successfully at a ratio of 1:3 is a successful business proposition in B2B Marketing. Realistically, the process is time consuming and there are a lot of practical difficulties associated with conversion. But Marketing and Sales sectors of companies are effective enough to convert sales at a ratio of 1:3 of the leads that are generated by the companies.

Various surveys of leading B2B Marketing Agencies, journals and market researches conducted on the percentage of inquiries that convert into sales-ready leads, and the step-by-step process of leads that convert into qualified prospects and prospects that convert into actual sales reduce by ten percent in the subsequent stages but a 33 percent conversion is highly likely when accompanied by marketing skills.