The purpose of B2B lead generation isn’t to get people to buy your product or service.

Think about it — this is where a lot of B2B lead generation campaigns go wrong.

If you have a product or service that requires a dialogue between the would-be purchaser and the vendor before a purchase decision can be made, it’s foolish to ask for the order or give information necessary to make a purchase decision as part of generating leads.

In practical terms, this means your lead generation campaign should be about creating compelling and qualifying interest to engage with your company in a sales opportunity. Lead generation is about selling the value of the engagement.

Your call to action in a lead generation campaign should be to take a step toward opening a sales opportunity, not to qualify your product or service for purchase.

Do you agree with me that B2B lead generation isn’t about selling products or services — or — Do I have it all wrong? Why?


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