The basic challenges B2B marketers face include generating high quality B2B leads. There is always a need to optimize one’s lead generation campaign. That is why marketers focus on telemarketing and targeted email marketing for better revenue generation.

Hence, businesses are hard pressed at finding cost-efficient tactics that bring better investment returns and provide their sales pipelines with high value B2B targets. But these are made futile by insufficient B2B lead management in terms of locating and nurturing the right people that fit your audience profile.

Prospecting for high quality leads remains an issue that can affect other processes within your marketing and sales structure. And indeed, it is a complex issue that entails drafting an ideal customer profile upon which you can organize possible contacts based on their readiness and budget.

You might as well consider adopting an automated lead management system that can streamline your processes, from lead generation down to appointment setting.

But is prospecting software worth the buck? Let’s find out.

Costs. Whether you develop your system in-house or have it purchased from another party, you will have to shell out some money to set it up. Automated systems account for much of a business’ campaign expenditures. Aside from this fact, managers have found it hard to track their ROI gains.

Efficiency. Knowing whether a software package suits your company before buying it is like assuming that all tomatoes in the basket are unspoiled. In terms of efficient lead prospecting, a software system must have standard lead scoring mechanisms that allow for effective audience engagements. This is something that most marketers should focus on if they opt for better sales results.

Lead nurturing. Also, nurturing B2B leads requires a stable database. You will need to define the values of the decision makers that enter your funnel. And based on such values, you can adjust your content according to a segmented list of demographics.

Conversion rates. Statistics show that businesses with automated lead management systems produce higher conversion rates than those who don’t. This is agreed upon by numerous marketers within the industry. However, in order to maximize your ROI, you will need to develop personnel that will support this system.

With these considerations in mind, would it still be wise to use marketing automation? Well, go for it, granted your business has substantial resources and safety nets to prop up your lead management.