In the fast-paced B2B tech startup landscape, scaling sales is a constant challenge. Despite having a great product and team, achieving meaningful growth remains elusive. Why? Many companies rely on a flawed approach to demand generation that values quantity over quality.
Most B2B firms cast a wide net, hoping to catch a few interested prospects. This "spray and pray" tactic mirrors Chet Holmes' buyer pyramid, where only a small fraction actively seeks solutions, leaving the majority disinterested.
The consequences of this approach are far-reaching, particularly for B2B tech founders:
Beyond the immediate challenges, persisting with an inefficient demand gen strategy poses long-term risks:
The solution? Prioritise high-intent prospects.
By concentrating on prospects who both demonstrate a problem you can solve , and are actively seeking a solution, you can lower your customer acquisition cost and increase the ROI from your sales and marketing efforts.
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