Ineffective lead generation: a case of company A

Abstract

Company A, an investor in solar rooftop installations focusing on industrial customers, has been facing challenges in meeting its investment targets for the textile segment, the company's most crucial market. The business development team has struggled to achieve the desired investment amounts in this specific industry. A detailed analysis identified several potential problems contributing to this shortfall, including ineffective task allocation, lack of motivation, and the main problem, ineffective lead generation. Specifically, the number of new leads and their size, which are key metrics for measuring lead generation output, were insufficient, resulting in missed targets for acquiring new customers. A closer look at the lead generation process revealed potential causes, forming a premise for further analysis. The investigation into lead generation issues uncovered several underlying causes. These included poor monitoring of sub-KPIs, which hindered the ability to track and optimize performance metrics; limited inbound channels, which restricted the overall reach and effectiveness of the company's marketing efforts; and ineffective outbound channel utilization for the Chinese segment, highlighting the failure of outbound strategies to generate new leads. The primary cause was identified as ineffective outbound channel utilization for the Chinese segment through the result of zero customers from outbound leads and the heavy reliance on a single outbound channel, cold calling, which is considered ineffective. To address this main cause, two potential solutions were proposed based on successful cases from team members and competitors. The first solution involves organizing events in locations with a high concentration of Chinese customers. This approach aims to engage Chinese customers through direct interaction and relationship-building events. By organizing pilot events in industrial parks with a significant Chinese business presence, the company can leverage existing relationships with shareholders to create a more personalized customer approach. Direct engagement at these events helps build trust and credibility, crucial in the B2B context.