Gaining More Inbound Leads


In the movie “Glengarry Glen Ross,” the understated, central theme was about leads. This magical, five-letter word was featured heavily throughout the film and became the bane of all four real estate salesman’s existence as they fought for their careers at Premier Properties.

Blake, a corporate man sent to motivate the struggling sales staff, refutes the idea of the leads being weak by saying “Mitch and Murray paid good money for the leads,” and it was suggested that if they couldn’t sell them, then they were worthless salesmen and didn’t deserve their jobs.

Back in 1992, this tactic was the norm: Call potential leads and close the sale – simple as that. But in today’s B2B world, it cannot be done that way. As mentioned in a previous post, there has been a paradigm shift in B2B that mimics the way the B2C market has been driven for years now.

So how does one company gain more inbound leads? There is always paying for leads. It can be a crapshoot, though, as you never really know how vetted those leads are from which the source you’re buying.

But as the B2B marketing world has shift, so has the point of attack for businesses trying to attract other businesses to buy into what they offer. What has led that charge is content – content generation and content marketing.

When good content is presented, and marketed correctly through appropriate channels – social media, press releases, blogs, etc. – it allows potential customers to warm up to your business and get them to the path of eventually buying. And when this happens – organic interest – it’s those prospects that initiate the relationship with you instead of the other way around. This is where the lead nurturing process begins.

But it all starts with providing the potential customers more than just an “About Us” or “What we do” page on your website. Content is critical to stand out in today’s business climate. Continuously showcasing your company – whether directly or indirectly – allows potential customers the chance to “get to know” who you are and what you’re about as a company.

A bond is formed between you and them before the actual sales process is even initiated. If your company is view as an industry leader, a blog can be the catalyst for your company’s leaders to share their unique perspectives and opinions on specific topics you could never espouse on the pricing page.

The idea is to provide real value to prospective clients and be able to solve problems and share big ideas. And it doesn’t happen overnight either. This new age of gaining more inbound leads is all about the long game, but with nurturing, optimizing and guidance, they can ultimately become paying customers.

MultiView Team Expert Stephen Peters

Stephen Peters

Senior Email Marketing Strategist

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