Lead Generation Goals: A Breakdown Across B2B Sales Funnel

Let me ask you a question: What EXACT lead generation goals are you aiming for to propel your revenue to new heights?

• Are they SMART (Specific, Measurable, Achievable, Relevant, and Time-bound)?
• Do you have a specific project-planning team?
• Has your team set Objectives and Key Results (OKRs)?
• Do you have a clear success path for the next five years?

If the answers to the above questions are “no,” we’re here to help. We'll guide you through 10 critical lead generation goals – thoughtfully curated to align with each stage of your sales lead funnel.

Before we dive into our goldmine, let's lay the groundwork. 

What’s a B2B Sales Funnel? 

A B2B sales funnel is a visual representation of the customer journey from initial awareness of a product or service to making a purchase decision. It typically comprises three stages:

ToFu (Top of the Funnel) - Awareness:

• Objective: Attract a broad audience and generate awareness about the product or service.
• Focus: Create brand awareness and establish the business as an industry authority.

MoFu (Middle of the Funnel) - Interest and Consideration:

• Objective: Engage with interested prospects and nurture them toward making a decision.
• Focus: Build a relationship, showcase the value proposition, and help prospects understand how the product or service meets their needs.

BoFu (Bottom of the Funnel) - Decision and Purchase:

• Objective: Convert interested prospects into customers.
• Focus: Provide the final push for the prospect to make a buying decision, address any remaining concerns, and facilitate a smooth conversion.

That being said, let’s start with our crucial topic at hand:

How to Set Lead Generation Goals Across Your Sales Funnel

Here’s the thing: Most mid- or large-size businesses generate around 5,000 or lesser-qualified leads monthly. Yes, a majority of marketers struggle with lead generation.

In such a scenario, Revnew, an outbound lead gen service provider, is your ally – equipped with the proper outbound lead generation techniques to increase your sales conversions.

In fact, with our tactics, we have generated $20+ million in client revenue, 197,345+ hot leads, and 79,425+ sales appointments. 

Now, armed with our experience and knowledge about diverse buyer journeys, let us help you set lead generation goals to hit those revenue targets.

Top-of-Funnel (ToFu) Goals

At this stage, you should create awareness and interest among prospects. Here’s how:

1. Boost Brand Visibility

To elevate brand visibility, strategically combine content marketing, SEO (Search Engine Optimization), and partnerships. 

• Content marketing ensures your online presence is engaging and valuable. 
• SEO enhances your website's search engine ranking.
• Collaborating with strategic partners extends your reach by tapping into their existing audience base.

Tracking Methods:

• Monitor website visits to measure overall traffic.
• Track unique visitors to understand your audience's reach.
• Keep an eye on bounce rates to assess how engaging your content is for visitors.

Goal Example: Achieve a 20% increase in website visits, reaching a monthly average of 100,000 visits by the end of the next quarter.

2. Expand Email Subscribers

Implement effective strategies such as:

• Offering Compelling Lead Magnets: eBooks, guides, or exclusive content that entice visitors to subscribe. 
• Utilizing Exit-intent Pop-ups: Last-minute opportunities for capturing the attention of users who are about to leave your site.
• Promoting Subscription Incentives: Exclusive discounts or early access to add extra value to the subscription.

Tracking Methods:

• Keep a count of new email sign-ups to assess growth.
• Monitor conversion rates to understand the effectiveness of your subscription prompts.
• Analyze engagement with subscription content to ensure your email communication resonates with your audience.

Goal Example: Attain a 30% growth in email subscribers within the next six months, reaching a total of 25,000 subscribers.

3. Drive Social Shares

Adopt a multifaceted approach comprising the following:

• Creating inherently shareable content, encouraging readers to spread the word. 
• Engaging actively in social media conversations by:
  • Responding to comments
  • Asking questions
  • Participating in relevant discussions
• Running targeted social campaigns that specifically aim to increase sharing among your audience.

Tracking Methods:

• Monitor the number of social media shares your content receives.
• Keep an eye on comments and interactions
• Track follower growth.
• Utilize analytics tools to assess the reach and engagement of your social campaigns.
• Implement UTM parameters to trace the source and effectiveness of shared content.
• Employ social listening tools to gauge the sentiment and impact of your brand in online conversations.

Goal Example: Increase the number of Tweets by 25% in the next six months.

Middle-of-Funnel (MoFu) Goals

In this stage, you must prioritize nurturing and educating your leads. Here are some of our tried-and-tested tactics:

4. Increase Lead Engagement

Here’s a compelling stat: 57% of marketers say engaging targeted prospects is one of the biggest lead generation challenges. So, to engage your leads effectively, follow the below-mentioned strategies:

• Designing Personalized Email Drip Campaigns: To tailor messaging based on individual preferences and behaviors.
• Hosting Webinars: To have insightful discussions and knowledge-sharing sessions.
• Provide Interactive Content: To engage leads deeply via quizzes or assessments.

Tracking Methods:

• Measure email open rates to understand the initial engagement with your email content.
• Track click-through rates to assess the level of interest and interaction. 
• For webinars, monitor attendance rates to evaluate the impact of your live sessions.

Goal Example: Increase overall lead engagement by 15% over the next quarter. Aim for a 20% improvement in open rates and a 15% increase in email click-through rates.

5. Identify Marketing Qualified Leads (MQLs)

To pinpoint MQLs, implement a robust lead scoring system that evaluates engagement, behavior, and demographics. Assign scores to various interactions and actions, such as:

• Website visits
• Content downloads
• Webinar attendance

By setting specific criteria, determine which leads exhibit the strongest potential for conversion based on their scores.

Tracking Methods:

• Regularly analyze lead scores to ensure they align with engagement levels. 
• Track conversions to monitor the progression of MQLs into customers.
• Evaluate the performance of different lead sources to refine and optimize your overall marketing strategy.

Goal Example: Increase the percentage of MQLs by 20% within the following year.

6. Encourage More Content Downloads

84% of marketers use form submissions to generate leads. So, drive content downloads by offering valuable resources, like whitepapers or guides, gated behind forms. 

You can also embed content syndication campaigns in this step. Syndicate your high-value downloadable content to relevant third-party platforms – expanding your reach and attracting a broader audience. 

Tracking Methods:

• Monitor form submissions to gauge the number of leads capturing your content. 
• Track download rates to assess the popularity and effectiveness of your downloadable resources. 
• Assess the relevance of your content by analyzing positive/negative feedback rates.

Goal Example: Secure a minimum of 50 content downloads for each syndicated whitepaper on industry platforms within the next quarter.

Bottom-of-Funnel (BoFu) Goals

Here, your end goal is to drive conversions and sales. Here’s how:

7. Increase Sales Qualified Leads (SQLs)

Multiply the number of SQLs by implementing a multifaceted approach:

• Initiating targeted sales outreach via calls, emails, direct mail, etc.
• Conducting personalized demos
• Strategically incorporating case studies into marketing materials 

– to showcase the practical benefits of your offerings.

To enhance this strategy, leverage appointment setting as a pivotal element. Following initial outreach or demo requests, schedule personalized appointments. They provide an opportunity for:

• Delving deeper into the prospect's needs
• Addressing objections and challenges
• Offering tailored solutions
• Guiding them toward becoming qualified leads through personalized interactions

Tracking Methods:

• Monitor conversion rates from MQLs to SQLs. 
• Evaluate the number of appointments confirmed. 
• Track the progression of these appointments into sales opportunities.

Goal Example: Augment SQLs by a 15% year-over-year growth.

8. Shorten Sales Cycle Duration

What’s the average sales cycle length for B2B companies? It’s 102 days. So, can you reach this benchmark or even surpass it? Yes! Here’s how:

Accelerate the sales cycle by optimizing processes, streamlining communication, and introducing incentives – to expedite decision-making. Ensure every stage of the sales journey is efficient, reducing unnecessary delays.

Tracking Methods:

• Monitor the duration from lead acquisition to conversion.
• Keep a close eye on the time prospects move through each stage, identifying areas for improvement and swift action.

Goal Example: Enhance post-sale processes to expedite contract reviews and approvals, aiming for a 10% reduction in the time from decision to conversion.

9. Achieve Specific Revenue Targets

Attain precise revenue targets by implementing the following tactics:

• Crafting targeted pricing strategies.
• Leveraging upsell/cross-sell initiatives with existing clients.
• Optimizing the overall value proposition to attract higher-value customers.

Tracking Methods:

• Analyze revenue generated from lead conversions. Break down the sources of revenue growth to understand the impact of:
  • Pricing adjustments
  • Upsell/cross-sell efforts
  • Improvements in the value proposition
• Regularly assess progress toward the specific goals outlined for each revenue-influencing strategy.

Goal Example: Increase monthly recurring revenue (MRR) by 15% within the next quarter 

10. Improve Response Time Across Channels

Enhance response times across various channels by:

• Implementing automated responses
• Streamlining communication channels
• Providing staff training to prioritize prompt and effective interactions

Tracking Methods:

• Monitor email response times, social media interactions, and other customer inquiries.
• Assess the impact of automated processes, streamlined communication channels, and staff training across different customer touchpoints.

Goal Example: Decrease average response times for customer inquiries by 20% across email and social media channels within the next quarter.

Now that you have a solid understanding of the ten strategies for generating B2B sales leads let’s check out how you can optimize your goals:

Continuously Optimize Your Lead Gen Goals

For sustained success, embrace a proactive approach. To ensure effectiveness, consistently review performance metrics, conduct A/B tests, and assess competitor activities. By doing so, you can adapt and stay competitive in an ever-evolving landscape.

Also, foster a culture of perpetual enhancement by:

• Setting monthly efficiency targets
• Focusing on lead quality improvements
• Staying adaptable to market shifts

This commitment to continuous improvement keeps strategies aligned with evolving market dynamics and positions you to thrive amid changing conditions.

Drive B2B Outbound Lead Generation Excellence

Your path to setting outbound lead generation goals is filled with possibilities. Follow our tactics above and watch your revenue soar! Now, whether you're exploring the potential of your in-house efforts or seeking tailored guidance, connect with us for a free strategy call. Your roadmap to more revenue awaits, and together, we can navigate the ever-evolving terrain of B2B lead generation.

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