B2B Lead Generation Agency Insights: Increase Demand and Pipeline Generation

The rise of big data, digital channels, and heightened customer expectations have radically transformed common B2B demand generation efforts. ABM strategies and intent data have given us rich insights, actionable metrics, and the tools to define and target ICP buyers at every buyer journey stage. We can then craft marketing campaigns that speak directly to their pain points.

Larger buying teams have also impacted B2B demand generation strategies. Companies recognize that the right software or consulting engagement can add tremendous value to an organization, often launching new careers or cementing established ones. Conversely, the wrong product or solution can lead to loss of revenue and profit, and for the one responsible for the contract, the loss of a job. 

But, despite the high stakes and added complexity, the core of the B2B buying journey is the same. 
Likewise, the core objectives of marketing teams - to connect with target buyers, understand their needs, and deliver value - haven’t changed. These marketing strategy principles endure, and they are a cornerstone of our approach to B2B lead generation at O8.

It goes without saying that unpredictable economic pressures and technological advancements like AI have tested the resilience of B2B demand generation teams. Mass layoffs have left countless marketing and sales teams with smaller headcounts and slashed budgets. And the rapid rise of AI is yet another wild card. 

These challenges have underscored the importance of agility and innovation in marketing automation, sales enablement, and demand-generation strategies. Even with smaller teams and fractional resources, go-to-market teams will still be on the hook for aggressive sales funnel KPIs and metrics. 

Similarly, SDRs who are now mapped 1:4 or 1:5 to Account Executives (instead of 1:1 or 1:2) will still be held accountable for the same number of qualified appointments. Meanwhile, AEs will be expected to deliver on even higher quotas while assuming more responsibility for the middle of the funnel. 

As we navigate reduced budgets and teams, the pursuit of marketing qualified leads (MQLs) and sales qualified leads (SQLs) remains paramount, demanding a creative reimagining of lead nurturing strategies to optimize conversion rates and move potential customers through the sales funnel.

No one likes waste. Every marketing team would prefer to deliver quality over quantity in the form of highly qualified leads. And sales teams don't have time to burn on B2B companies that aren't a good fit or are unlikely to close. 
If there is one thing to be learned from account-based marketing, it’s that a deep focus and appreciation for precision can make or break your strategy, especially as the key to defining the Ideal Customer Profiles (ICP) and Sales Addressable Markets (SAM). 

It might sound like table stakes, but I'm still amazed at the number of B2B companies that don't take the time to externally vet their ICP assumptions and develop their messaging accordingly. This focus is critical to efficient operations because ICP informs SAM. 

Your SAM amounts to the universe of accounts you currently have in your system of record that match your defined ICP. These are potential customers within your target audience you can go after immediately, knowing you won't be wasting precious resources trying to qualify. It's key for efficiency and the impact of demand gen efforts. Many in B2B marketing are turning to intent data and solutions from companies like 6Sense (a new O8 partner). These solutions have the potential to help you shrink an ocean of target accounts down to a manageable pond and get them into your sales funnel.

Our work with data-driven solutions boosts our ability to target precisely. This ensures every marketing strategy is both effective and efficient.

My experience suggests that most CMOs and demand generation leaders would agree that driving MQLs isn't difficult if you have a high-quality, well-differentiated solution and a great content strategy targeted at your decision-makers. Most would also agree that once a real qualification event happens and the handoff to sales takes place, they can trust that the Account Executive will do everything in their power to close that new opportunity.

The real challenge lies in the middle of the process: The operational planning and resources needed to move the right personas from ICP-vetted accounts from the point of initial engagement to a true qualifying event is extremely difficult. It requires consistency, good storytelling, and appealing CTAs that motivate busy leaders to open up their calendars. Integrated and targeted messaging across email campaigns, social media, websites, and landing pages is critical. This is where strategies for ABM (both 1:1 and 1:Few), nurturing, sales enablement, and partner enablement intersect. Well-executed, well-integrated nurture programs that involve marketing and sales ultimately motivate potential customers to book that crucial meeting or demo.

Make no mistake: optimizing this phase of the B2B demand generation cycle with today’s smaller go-to-market teams is incredibly hard. This middle phase requires deep subject matter expertise, content that can speak to all phases of the buyer journey, the ability to deliver that content through the communications channels modern B2B buyers use and trust, and RevOps muscle to do the data analysis and reporting. It also requires a solid tech stack - CRM and Marketing Automation to start - and the talent to manage those tools on an almost full-time basis. 

I see this challenge over and over as I talk to marketing and sales teams. Even though their solutions are often radically different, most companies have a backlog of unworked leads, MQLs stuck in the process, and “no decision” opportunities from recent years - potential customers - that are receiving little to no attention. These leaders recognize this. It’s not a failure of vision at all. It’s about bridging the gap between recognition of the challenge and the implementation of a reasonable and sustainable demand-gen solution.  

This phase requires a mix of three things. They are compelling content marketing plans, targeted & integrated engagement and outreach plans, and sales teams that have been properly trained on 1:1 outbound best practices. At O8, our success in the development of integrated outbound - ABM, nurturing, sales enablement - is underpinned by our expertise in B2B digital marketing.

It's clear that B2B marketing and lead generation will keep evolving, with success based on enduring principles. At O8, we look forward. We embrace the potential of digital transformation and its challenges. These core principles remain our guide. They keep us anchored to the strategies that drive success where it matters most: in new qualified pipeline and revenue. 
We invite you to join us on this journey as we continue to adapt and innovate. Together, let’s explore the changing landscape of B2B pipeline generation. 

What’s your take on these insights? We’re eager to hear your views. Let's discuss how we can work together to handle the challenges and opportunities ahead. In fact, we’re willing to complete an analysis of your current pipeline generation efforts if you’ll give us the time. Reach out today!