When you convert a prospect company from lead to customer, they can become one of your most profitable, meaningful and long-lasting customer relationships, and a huge vehicle for growth.

A B2B sales funnel tracks how potential customers actually buy from you – formalising the path from prospects, to qualified leads, to interested buyers, to converted customers.

Do you want a smooth and profitable sales process that keeps on delivering customers? You need to build a fully functioning sales pipeline.

For whatever reason, sales teams love fishing analogies. Most B2B sales teams subsist on a regular catch of small to medium sized prospects. Some hunt whales – prospects many times larger than their own organisation. And then there are the B2B enterprise sales – teams that stake everything on global companies the size of supertankers.

Lead gen for B2B sales is the process of turning identified prospects into genuine leads with a credible and timely interest in your product or service. If your B2B lead generation process is effective, it is your key to successfully identify, qualify and prioritize the most suitable candidates to nurture down the B2B sales pipeline.

It doesn’t matter how great your product, messaging, marketing plan or sales strategy is – going to market without a robust B2B sales enablement plan is setting yourself up for failure before you’ve even started.

Enterprises have lost control of the B2B sales cycle

The implementation of video in all its formats, coupled with a human mindset approach is key to keeping your sales pipeline full and accelerating business growth.