Suleman Siddiqui

CEO @ Wave Growth

Suleman Siddiqui

CEO @ Wave Growth

Why Your Lead Generation Strategy Isn’t Working

3 Actionable Tips You Can Implement Right Now

In the world of corporate B2B sales, numbers are everything. The amount of calls, emails, LinkedIn messages, conversations, opportunities and meetings that occur on a daily basis will ultimately define your business success.

So, what happens when those numbers aren’t coming in? What happens when your lead generation strategy isn’t working?

Every situation is different, but in general, there are few things to look at when it feels like you aren’t making any progress.

Out-Sourced Leads

If you’re buying your leads from a call center that has 500 people making 200-300 calls a day, and they get paid for every meeting that is set up, then you might be getting leads that will never turn into real opportunities.

It’s important to ensure that the source of your leads is delivering qualified contacts: people who match your Ideal Client Profile.

These need to be the relevant decision-makers for the product you are selling, and they need to fall within your criteria in terms of business size, budget, and purchasing cycle.

In-House Leads

Corporate lead generation is a laborious and time-consuming task. Making 100-200 calls a day that result in rejection 95% percent of the time is simply not a job that everyone can do.

Often, leads team managers think that they’ve hired the right people to generate leads, but the people in those roles don’t want to be in those roles. Just because you have a lead generation team, doesn’t mean it’s the right generation team.

There are certain kinds of people who can pound the phone day and night, and these are the people who should be responsible for lead generation.

These are the people who can handle the rejection and the pressure, gauging the interest of CEOs or CIOs, and turning those first contacts into the discovery calls and the meetings that eventually land sales. This is also the group of people who will produce valuable additions to your sales team in the future.

For smaller businesses, who may be tasking salespeople with generating their own sales leads, the problems can vary, including:

  • Your salespeople are using inefficient methodologies. Often, companies will give their salespeople a Microsoft Excel file with 1000 names on it, expecting them to Google company numbers and begin making calls without knowing who they need to talk to; they don’t know anyone’s name, or what the real needs of the company may be. This is the wrong way to inspire confidence or gain trust.

  • They are spending too much time generating their own leads. A skilled salesperson is an expensive asset, making at least 80,000 per year before commissions, so while they can achieve wonders searching for leads, it is not the most economical use of their time and it will take away from the time they need to land new contracts.

It’s critical that you have the right people in the right positions, and they have the information they need to do the job you are asking them to do.

Your lead generators should have a clear understanding of the ICP.

They should have the names of the decision-makers and the departments they should be talking to.


After you ensure that the people generating your leads are focused on the ICP, and are working with the qualifiers that you’ve identified, and have the information they need to find the opportunities you’re looking for, it’s time to review your messaging.

It’s important to remember that the prospective leads you are contacting are getting hundreds of other sales calls and emails, so it’s critical to differentiate yourself within the first few seconds of contact. The way you do this is by creating a very targeted, very personalized message.

  • You know their name and position, and you have crafted your message accordingly. A CEO will require a different approach than a CIO; they are each facing their own issues, and so the message must be personalized.

  • You are searching for their pain points and connecting those points to your sales offer.

  • You can speak with confidence about who you are, what you do, who you work with, how you will provide them value, and what your ‘why’ is.

Your message distinguishes you from everyone else who is currently contacting your prospective lead.

If your message is off, you will lose the opportunity, so it’s necessary to create an impactful message and continue to review the way your lead generators are using that message to bring in high-quality leads.

Do you have additional tips for addressing lead generation problems?

What are your experiences with out-sourcing versus in-house lead generation?

Have you found an outsourcing solution for high-quality leads?

If so, we’d love to hear about it, and invite you to leave your stories and comments below.


“Your customers are the lifeblood of your business. Their needs and wants impact every aspect of your business, from product development to content marketing to sales to customer service.” – John Rampton

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