New customer acquisition and lead management

New customers in the B2B are increasingly being acquired via inbound marketing and the Internet. The classic cold call is getting more and more difficult

Change in B2B

Today, more than ever, customers find out about the Internet and Google when they are looking for new suppliers. He decides himself when, where and how he searches for information and with whom he then establishes a first contact.

57% of the purchasing process in the B2B business has already run when the decision-makers contact a sales representative for the first time.

Think Act, the digital future of B2B sales, Roland Berger & Google

Many companies still primarily rely on the tried and tested analogue sales processes: Making contacts at trade fairs and events, the cold acquisition by phone and the phone follow-up as well as transferring missing product details to the customer is still part of the day-to-day business.

In order to fill the sales funnel with enough leads, well-paid sales experts run cold calls without knowing exactly at which point the customer currently is standing in his buying process. In the worst case, the employee interrupts the customer, which is not yet ready for a deal, at a strategically important stage and spoils him in this way.

With the issue of lead management, most companies still seem overwhelmed. There is no concepts and processes that allow contacts to be consistently tracked from first contact to ordering and according to the respective “maturation stage” of the lead. Real lead management, i.e. with thoughtful and measurable processes that function from start to finish, is rarely found so far.

How much does it cost to attract a new customer?

Analysis of the Marketing & Sales Efficiency for Gaining New Customers

The aim of the analysis is to find out by which sales and marketing channels and by which means the lead and new customer acquisition is most efficient for your company, and which sales and marketing tools achieve the most economical results. Find>out>more

The Journey with The Customer

Modern new customer generation

Customer Journey and Touchpoint-Management

What drives today’s customer first is his desire for information that adds value to him: His independent, individual customer journey begins in the Internet. Learn more>>

Content marketing picks up the customer when he is interested in it

Leads and new customers through


Companies need to focus on the channels that are also used by their Buyer Personas. And the interest of the potential customer needs to be inspired so that they leave their contact details on your website. Learn more>>

Before B2B buyers have made contact with the first providers they did already go through 12 searches

Separate the chaff from the wheat

Lead Qualification-Concept

Any prospect who fills out a form on your website or blog or sends a request email is a lead. Learn more>>

Analysis of Marketing & Sales

Efficiency in

New Customer Acquisition

The cost or effort involved in attracting new customers is often unknown. Therefore, the optimal mix of activities for lead generation cannot be determined

How much does it cost to

generate a new customers?

Objective of the analysis is to find out with which sales and marketing channel(s) and by what means the lead and new customer acquisition for your company is or was most efficient and which sales and marketing tools do achieve the most economical results. The analysis is intended to show:

  • How many resources and costs have you used internally to organize and implement sales and marketing activities, and what were the costs related to lead and new customer generation
  • What is the average spend (cost) of generating a lead and new customer in relation to the different channels and instruments
  • How many leads and new customers, your company’s various sales and marketing activities have generated over a defined period of time.
  • What is the revenue and earnings potential of the leads and new customers.

In addition, various meaningful indicators and KPIs are presented, which show the investments for lead and new customer generation in relation to the result (new customer business).

Customer Journey and Touchpoint-


Customer-Journey and Touchpoint Management. So far little used in the B2B but with a lot of potential for attracting new customers

The Journey with

the Customer orthe

Modern New Customer Generation

What drives today’s customer first is his desire for information that adds value to him: His independent, individual customer journey begins in the internet. For companies, this means that they need to be present at this very point in order to attract the attention of the prospective customer and even make him an actual customer later.

By no means all marketing and sales teams know the typical information paths of customers. When it comes to customer acquisition, it is crucial where and how your potential customers begin their information search.

The one provider who is the first to offer useful information to your customers will be positioned as a source of information and as a trustful consulting body.

The Customer Journey refers to where a single lead or contact is currently in the buying process. It is an ideal starting point for segmenting your target audience, because how you communicate with different contacts should largely depend on their purchase phase.

For example, if you’re in touch with a new lead that you know next to nothing about, this communication should be markedly different from that with qualified leads that are already about to make a purchase decision.

The Customer Journey (or Buyers Journey) in the B2B consists of three phases: Awareness, Consideration and Decision. The Consideration Phase furtheron is divided into:

  • Phase 1: At the beginning are the general orientation and information (pre-sales). Its not yet a question of a specific problem or an order.
  • Phase 2: The analysis and forming of opinion phase (Initial Sales Phase). Here, the own needs are specified.
  • Phase 3: Now solutions are being investigated and in a pre-selection process (mid-sales phase) searched for providers who are based on the specified requirements either being discarded equally or included in a shortlist.
  • Phase 4: The providers in the shortlist will be compared based on the information provided in the Websites (Final Sales Process) and reduced to a few (relevant set).

The analysis of the Customer Journey should clarify:

  • How are the different phases of the journey, who is involved as on the part of the customer segment. Which information requirements are important at the respective stage and at which touchpoints they are retrieved or can be offered.
  • Which interested persons must be supplied with which relevant information at which points in the customer journey and at what time in order to lead them step by step to the purchase decision (Lead Nurturing).

A close common approach between marketing and sales is necessary in order to be able to go through the complete process of the customer journey. Goals must be set together and processes and responsibilities must be determined.


The B2B customer requires more support and information to solve his tasks. Content marketing can help and accompany new customers

Content Marketing picks up the

customers when he is interested

in it

Companies need to focus on the channels that are also used by their Buyer Personas. And the interest of the potential customer needs to be inspired so that they leave their contact details on your website.

The best way to awaken interest is to provide the searching persons with a good “content” that provides the lead with a first added value and good information content. Because it is only with the right content and professional email marketing that the lead can be optimally accompanied on its customer journey and, above all, guided (“Lead Nurturing”). Ideal here is a content marketing approach for lead acquisition, in close cooperation with and as support for sales.

B2B buyers have already gone through 12 searches in the Internet before first contact with the provider

Google/Millward Brown Digital. B2B Path to Purchase Study 2014

Content Marketing relies on pull, which means that a customer searches for information and demands it. But it can’t be done without any push. As is so often the case, it is the right combination of both.

What is to be achieved?

  • Generate and qualify high-quality leads (lead scoring)
  • Develop the lead through lead-nurturing to sales maturity
  • Convert qualified leads into buying customers through sales management

Ideally, the process, which is actually controlled by marketing up to the first level of qualification, is supported by appropriate marketing software. After qualifying through marketing, sales take over the qualified leads and then expand (in parallel with continued marketing support as part of lead nurturing).

Lead Nurturing describes a continuous process that aims to provide the prospect or lead with exactly the information they need at every stage of the buying process.

Creating content for the corresponding Buyer Persona (target people) does not mean writing a flyer or an advertising brochure. The lead must be convinced with the right content at the right point of contact (“Touchpoint”). The content can be made available to the lead via a download, for example in the form of:

  • White Paper
  • Ebooks
  • Webinars
  • Technical Reports

After providing his contact details (double-opt-in procedures necessary for data protection), the information can be downloaded or sent by e-mail. With the information provided by the lead, the sales department receives an accurate interest profile, which makes the subsequent personal support much easier and more effective

The more complex the products and services, the better a valuable content can be created, because here the supplier can best outline what problems there are and provide information and solutions. With the right content, Google Rankings on the net can also be significantly increased = they are found faster and easier.

Consulting example „Content-Strategy“

  • Assessing existing content and channels used
  • Target groups and Buyer Persona definition and description
  • Analysis of the customer journey and touchpoints. Touchpoint Mapping
  • Rating Sales Funnel and Lead Qualities
  • Definition of suitable content and key words for personas and touchpoints
  • Selection of suitable channels
  • Processes and KPIs, monitoring
  • Training and implementation

© New Business Consulting GmbH

Lead Qualification-Concept

In order to effectively develop the good leads further into new customers, all leads must be evaluated and qualified in order to find out the most promising

“The chaff of wheat

Separate “or

New customer or Lead


Any prospect who fills out a form on your website or blog or sends a request email is a lead. As the number of leads increases, it becomes all the more important to separate the chaff from the wheat in order to be able to concentrate on the best leads, where there is also a high probability of a purchase.

As your business grows and you generate more leads, it doesn’t always make sense to work on every single lead at the same intensity. The sales team should focus on those leads that are best qualified and show the most interest in your offering.

The Lead Funnel shows the development steps and processes of all leads up to the new customer or first order

Lead Funnel: Lead Management can be tracked on the basis of the sales funnel – Lead Management Funnel –: Along this funnel, the prospective customers or leads are filtered further and further, from the first download via further qualification to sales maturity and to the conclusion of the purchase. Different parameters of the funnel need to be considered at different levels.

„Lead Scoring “or evaluating the leads significantly increases effectiveness and efficiency of the sales process. By evaluating each interaction that the lead does have with (through website, email, newsletter retrieval etc.), only the highest rated leads will be handed over to sales for further processing and managing.

Prerequisite for the possibility of a reasonable lead qualification is, that’s enough acquisition-relevant data and information are collected and maintained, both as far as the direct distribution channels through sales (field service, internal service) concerns as well as through marketing (e.g. trade fairs, email campaigns, advertising feedback, digital media such as website, etc.).

Marketing and sales must define a rating system together and decide on which criteria, weighting and at what threshold the prospective customer should be handed over from marketing to sales. With the help of a matrix that maps explicit and implicit scoring, you can visualize this rating system and the threshold very well.