Need More Sales? Get More Prospects.
In my work helping companies communicate their value proposition over the past 18 years, I have found only 4 reasons companies aren’t getting more sales. I thought it would be more complicated, but it’s not.
The first reason, and if your company is not closing enough new deals, this is almost always one of the four problems you suffer from: you’re not extending enough offers. This means you need to attract more prospects.
When RGA goes into a client who complains about not getting enough new business, this is the first question I ask. How many proposals are you sending out each week?
You can’t close business you don’t ask for. At the same time, you can’t just ask anyone to do business with you. You need qualified leads.
The first problem almost always reduces to: you need more leads.
How We’ve Dealt with the First Problem
For decades, outbound marketing was the go-to strategy for getting more qualified leads.
Buy a list. Blast an email. Place an ad. Cold-call a stranger. All in the hope of catching someone at the right time in the buying cycle.
And for just as long, marketers have been struggling to calculate the ROI of that outreach, because more often than not, it didn’t work. The primary reason is that only about 3% of the people you contact cold will be in the market for a solution you offer at that time.
Outbound tactics can still have their place, but today’s buyers are different.
They’re not waiting to be found. They’re actively searching for solutions to the problems they face right now. Of those actively searching for a solution you offer, closer to 100% are likely to be prospects for you.
That’s why inbound marketing, creating relevant, insightful content that addresses real pain points, is not just more cost-effective. It’s smarter.
Inbound: Where Relevance Meets Readiness
When a prospect discovers a blog post, white paper, or webinar that speaks directly to their current challenge, it builds instant credibility. They don’t feel like they’re being sold to. They feel like they’ve found a source of information that can help them.
And in the B2B world, help is a powerful currency.
What makes this approach so efficient is that it attracts people who are already looking. These are not cold leads; they’re warm prospects. They’ve identified their need. They’re actively seeking solutions.
And if your content is doing its job, they’re now looking at you as a potential trusted partner.
This is what it means to be “found.” It’s the difference between shouting into a void and being the expert that shows up when a decision-maker types a question into Google or ChatGPT.
And because inbound marketing is based on creating once and promoting often, it costs a fraction of what ongoing outbound campaigns do.
Content to Attract More Prospects
One of the overlooked benefits of inbound is that good content compounds over time. A single blog post can generate interest for months, sometimes years, especially if it’s optimized for search and speaks to an enduring challenge.
If your material is evergreen and always helpful, prospects who are not ready for your offering when they first see it will come back to it when they are in the buy zone.
That’s why we always encourage clients to build a library of content that reflects their expertise and aligns with their buyers’ journey.
When prospects discover a company that not only understands their business but also has a track record of sharing helpful insights, they’re far more likely to start a conversation.
And in B2B, conversation is what opens the door to sales. That’s where relationships begin, and that’s where deals are made.
If your content isn’t attracting the right customers, it might be time to stop shouting and start listening. Then realign your content to the market you hope to serve. If you are seeking help creating a well-executed inbound strategy that can support your sales team and bring the right prospects to your door, schedule a call with me. I’d love to help.
