Every discussion I’ve had with manufacturers and industrial companies starts with “we need more leads” or ends with “we need results.” I understand and accept the fact that the main goal of industrial marketing is to generate leads. I have no issues with that but do these companies know what a qualified lead is?
That may sound like a dumb question to ask in industrial lead generation but in reality, you would be surprised by how fundamental and serious that question is. I’m not making this up or trying to be clever here.
Let me explain with three excerpts from conversations I have had in just the past few months.