How to Build Strong, Scalable Lead Generation: Insights from Ed Locher
Lead generation has evolved far beyond simply capturing Marketing Qualified Leads (MQLs). To truly scale and sustain growth, B2B companies need to focus on understanding their customers, empathizing with their pain points, and creating memorable experiences that resonate long before customers make a purchase. In this episode of the 4M Strategies™ podcast, Carl J. Cox, CEO of 40 Strategy and 40 Accounting, and Ed Locher, author of Holistic Marketing: Digital Transformation through People, Processes, and Technology, shares actionable insights for redefining lead generation strategies to achieve durable results.
Rethinking Lead Generation: Moving Beyond MQLs
Many organizations have fallen into the trap of equating lead generation with MQL creation. According to Ed, this approach puts marketing into a narrow box, focusing only on digital advertising and the promotion component of the 4 Ps (Product, Price, Placement, and Promotion). While digital ads play a role, relying on them exclusively limits your ability to connect with customers on a deeper level.
Instead, Ed emphasizes the importance of incorporating all four marketing elements. This holistic approach ensures that businesses are not just generating leads but are creating meaningful, long-term relationships with their target audience.
Why Customer Empathy and Research Are Key
One of the most critical factors in successful lead generation is understanding your customers—truly understanding them. Ed points out that many B2B organizations do a poor job of conducting in-depth customer research. Unlike B2C companies, which have long prioritized understanding customer pain points, B2B companies often rely too heavily on intent signals and digital tracking tools.
This data-driven approach, while useful, cannot replace the human connection gained through empathy and direct customer insights. By investing in customer research, businesses can:
- Identify real pain points, not just assumed challenges.
- Tailor their messaging to address specific needs.
- Build trust and rapport that drives long-term loyalty.
The Importance of Category Entry Points
No one wakes up one day and decides to buy $30,000 worth of software after reading an email. Purchases happen when a customer’s pain with the status quo becomes intolerable. This moment, known as the “category entry point,” is where businesses need to focus their efforts.
Ed highlights a critical statistic: 90% of buyers make their purchase from a brand they already know and trust when they enter the buying process. This underscores the importance of staying top of mind by creating memorable experiences and emotional connections before customers are even in the market for a solution.
Creating Memorable Experiences
How do you stay top of mind? By consistently delivering value and building an emotional connection with your audience. Ed emphasizes the need for businesses to:
- Engage with potential customers through educational content, thought leadership, and meaningful interactions.
- Demonstrate empathy by addressing pain points early and often.
- Build trust through authenticity and consistent communication.
Harvard Business Review supports this approach, noting that of 100 opportunities in the B2B space, 45% result in no decision. Of the remaining 55%, almost all are made with vendors who were already top of mind.
Practical Steps to Strengthen Your Lead Generation Strategy
- Invest in Customer Research Dedicate time and resources to understanding your customers deeply. Use interviews, surveys, and feedback to gain insight into their real challenges.
- Focus on the 4 Ps Don’t limit your marketing efforts to promotion alone. Consider how your product, pricing, and placement can align with your customers’ needs.
- Engage Early Build relationships before customers are actively seeking a solution. Share valuable content and create experiences that leave a lasting impression.
- Prioritize Empathy Lead with empathy by understanding and addressing your customers’ pain points in meaningful ways.
- Consistency Is Key Stay top of mind by delivering value consistently over time, not just when you’re trying to make a sale.
Why It Matters
In today’s competitive landscape, B2B companies cannot afford to rely on outdated lead generation tactics. By adopting a holistic approach, focusing on customer empathy, and building emotional connections, businesses can achieve scalable, long-term growth.
As Ed Locher puts it, “Lead gen is not about digital advertising or MQL creation. It’s about creating memorable engagement on a consistent basis over time and paying attention to your customer’s pain points.”
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