Companies always find themselves in some sort of dilemma. But what’s running a business without running into a roadblock anyway?

Whatever the industry your enterprise belongs to, you are always faced with the challenge of keeping it afloat. Selling a certain range of products – from software to cleaning services – requires a great deal of investment on your part. But more than just pumping money into product development, lead generation for some reason remains at the very top of every B2B company’s marketing priorities.

No doubt resource management forms a crucial part of an enterprise’s success, but the fact that more and more B2B companies nowadays are spending tons of cash on lead generation is worth looking at.

So, why do companies find themselves in this kind of situation?

Reason #1: Feeding the pipeline

Any businessman worth his salt knows that growth can only be possible when there is a steady stream of potential customers flowing into the pipeline. Generating leads is part and parcel to ensuring your marketing and sales team never gets dry of sales prospects. This goes to explain why both B2C and B2B companies are coming up with better and more efficient strategies to draw in a good volume of leads and pick out sales prospects from there.

Related: Classification of Sales Leads: Hot, Warm or Cold

Reason #2: Emphasize quality

Even more essential to generating tons of leads is making sure you get the best prospects from the basket. Sure you have an endless river of leads crawling towards the pipeline, but there is no guaranteeing all of these will end up actually purchasing your product or service. Filtering these out using an effective marketing automation system is what a company needs to reach its sales goals, whatever cost it may entail.

That’s why we emphasized the value of lead scoring and ranking leads according to their readiness to reach the full sales process in our recent ebook. Here’s the guide for lead scoring that will get you started, go grab it. After all, it’s free.

Related: Using Social Signals to Spot Sales-Ready Leads

Reason #3: Nurture leads and foster relationships

It may sound cliche, but there is truth to the matter of seeing leads as real persons with preferences and attitudes we should never overlook. Right now, companies are cultivating ideas that appeal to the taste of their target audience. Sending regular newsletter, posting blog content on a fixed schedule, and optimizing your website to better suit your lead generation needs can gobble up a good deal of resources, but you are sure to gain benefits in the long run – prospects who like what you are saying and who are more than willing to arrange a sales appointment. Here’s the perfect remedy for unqualified leads, don’t trash them yet.

Related: AskCallbox: What makes an effective lead nurturing program?

Reason #4: Long-term growth

At the end, companies would rather say they made the right decisions directing their marketing resources towards lead generation. And this is because of the successful sales they have made due to quality leads. Moreover, they enjoy a more effective way of reaching out to their audience rather than simply sending them dull, machine-made messages.

Do you ever think of growing your company the same way successful enterprises do? Make the move towards lead generation and see where it goes from there.