The 3 biggest challenges with inbound leads in sales

Inbound leads in sales are considered the key to more B2B sales – but without clear processes and structures, they can quickly become a stumbling block. Particularly in a buyer journey that is becoming increasingly complex and lasts an average of 9.5 months, targeted processing can make the difference between success and failure. In this article on our matelso blog, Ralf H. Komor – the Sales Captain – highlights the three central challenges and how you can master them with modern tools and proven approaches.

• Inbound leads: Growth driver or stumbling block?
• Challenge 1: Prioritization – Not every lead is an opportunity
• Challenge 2: Reaction time – The early bird catches the lead
• Challenge 3: Personalization – standards do not win customers
• Conclusion: Structure and technology for success with inbound leads – in B2B sales
• The roadmap for rapid success

Inbound leads are every salesperson’s dream – but in reality they can quickly become a challenge. Without clear processes and the right strategy, valuable leads degenerate into an unused list of names and contacts.

Particularly in B2B sales, where decisions are complex and an average of 10.1 people are in the buying center, well thought-out approaches are required to process leads efficiently. However, the challenge often begins earlier: 67.7 percent of the B2B buyer journey is already complete before any contact is made with the provider. These figures illustrate how important it is to process leads in a targeted and structured manner.

Problem statement:

Not all leads are the same. While some are ready to buy, others are still at the beginning of their decision-making process. Especially in B2B sales, where 92.6% of buyers already have clear guidelines before the first meeting, incorrect prioritization can quickly lead to frustration – for both the sales department and the prospect.

The solution:

A lead scoring system provides a remedy. Tools such as those from matelso or HubSpot use web data such as user behaviour on the website or the shopping basket value as well as the communication history to automatically evaluate and prioritize leads:

1. matelso:

The software solutions link incoming inquiries with campaign data and provide insight into the origin of the leads. This data helps the sales department to act in a more targeted manner and qualify leads more quickly.

2 HubSpot Predictive Lead Scoring:

Analyzes behavioral data such as website visits or email interactions and creates a ranking of the most promising leads based on algorithms.

Practical relevance – sales hygiene:

A functioning lead scoring system requires clean data. Without well-maintained customer data, even the best technology is ineffective. Sales hygiene ensures that CRM systems are up-to-date, complete and structured – the basis for all further measures.

The problem:

In B2B sales, time is often the decisive factor. Studies show that leads that
are contacted within five minutes are up to ten times more likely to convert. However, many companies lose valuable time because leads are “left lying around” internally.

Particularly in the B2B sector, where an average of four providers are evaluated before a decision is made, speed often determines whether a provider is even given the chance to close a deal.

Problem statement:

In B2B sales, time is often the decisive factor. Studies show that leads that are contacted within five minutes are up to ten times more likely to convert. However, many companies lose valuable time because leads are “left lying around” internally.

Particularly in the B2B sector, where an average of four providers are evaluated before a decision is made, speed often determines whether a provider is even given the chance to close a deal.

The solution:

Communication tools such as those from matelso or Slack integrations with HubSpot help to significantly reduce response times:

1. matelso:

•  Notifies sales staff in real time as soon as a lead makes an inquiry.
• Automatically integrates relevant data into the CRM to enable quick contact.

2. conversational AI when making contact:

AI-supported chatbots, as used in tools such as Drift or Intercom, can qualify leads directly after the inquiry. This ensures that only leads that are ready to buy are forwarded to sales.

Practical relevance – Sales Forensics®:

If leads are processed too slowly despite automation, it’s time for a sales forensics analysis. This approach uncovers weaknesses in processes and interfaces between marketing and sales that slow down response times.

Problem statement:

In B2B sales, customers expect a personalized approach that takes their specific challenges into account. However, many companies fail to provide the necessary data for a personalized approach. The result: generic emails or calls that leave little impression.

Particularly critical: 78.4 percent of buyers opt for the provider that is their “favorite” – i.e. the one that was able to build trust early on in the buyer journey. A personalized approach plays a key role here.

The solution:

Data-based targeting enables a personalized approach based on specific information about the lead. Tools such as the LinkedIn Sales Navigator and matelso offer decisive advantages here:

1. matelso:

Shows which campaigns appealed to the lead and what they engaged with on the website. This data is then integrated directly into the CRM. This enables sales staff to respond specifically to the lead’s interests.

2 LinkedIn Sales Navigator:

Identifies decision-makers and provides insights into their professional focus. This data forms the basis for relevant and targeted conversations.

3. personalized content creation:

In addition, AI tools such as ChatGPT can be used to create customized emails or conversation guidelines. This makes the approach more efficient and still remains individual.

Practical relevance:

A medium-sized mechanical engineering company combined the LinkedIn Sales Navigator with matelso to create personalized messages. Instead of general product descriptions, prospective customers received tailored suggestions that addressed their specific challenges. The result: a conversion rate of over 30 percent.

Inbound leads are a valuable resource, but they can only realize their potential with the right strategy and the right tools. Companies that optimize their processes and make targeted use of tools such as matelso, HubSpot or LinkedIn Navigator can significantly increase their efficiency and closing rates.

1. Prioritization: Use lead scoring to identify real opportunities.

2. Response time: Shorten the time to contact through automation and AI-supported tools.

3. Personalization: Rely on data-based targeting to address leads individually and convincingly.