Generating Leads Won’t Get You Revenue
If your main goal is just to gather leads, your marketing efforts won’t produce the results you’re looking for.
If your main goal is just to gather leads, your marketing efforts won’t produce the results you’re looking for. That’s because “How can we get more leads?” is the wrong question. Many B2B marketing teams focus heavily on lead generation, assuming that once leads enter the “funnel,” they’ll eventually turn into sales. But in reality, most buyers aren’t ready to make a purchase right away. The buyer’s journey is complex, often non-linear, and only about 10% of leads will actually convert into customers. To drive real business results, shift the focus from quantity to quality by asking questions that bring you closer to understanding your customer.
Here are the right questions to ask to get you the results you want:
1. What Are My Target Customer’s Top 3 Problems?
Understanding your customer’s core problems is the foundation of successful marketing. Too often, businesses assume they know what their customers need, but without asking directly, they may only address surface-level issues. Digging deeper reveals the true underlying challenges that your product or service can solve.
Example: Peloton initially sells itself as an exercise bike company, but their real success comes from understanding that people struggle with motivation to work out consistently. By providing access to trainers, engaging content, and a supportive community, Peloton doesn’t just sell a product—they offer a motivational system that helps users maintain a fitness routine.
Exercise: Use the “3 Whys” Technique
Start by identifying a problem your customers face. For example: “Our customers want a convenient way to exercise at home.”
Then, ask “Why?” and continue to dig deeper.
By the third “Why,” you may reach the core issue, like: “They need the community and motivation to keep going.”
Once you understand the core problem, you can position your product to address it on a deeper level.
2. What Do They Value Most?
Beyond solving a problem, customers are looking for specific values that align with their personal or professional goals. When businesses focus solely on offering time-saving or cost-effective solutions, they miss opportunities to connect with customers who seek more intangible benefits, like a sense of belonging, security, or enhanced status.
Example: Patagonia, the outdoor apparel brand, emphasizes environmental sustainability as a core brand value. They’ve learned that their customers prioritize eco-friendly practices, and they communicate this through their materials, business practices, and brand messaging. This resonates deeply with their audience and sets them apart from competitors who focus only on quality or price.
Exercise: Identify Core Customer Values
Based on the main problems your customer faces, ask yourself what they truly desire if these issues were solved. Consider values such as:
Sense of belonging or community
Status or lifestyle enhancement
Environmental impact
Validation or personal achievement
Align your messaging and offerings with these values to connect more meaningfully with your audience.
3. What Benefits of My Product or Service Truly Resonate with My Customer?
After identifying your customer’s problems and values, the next step is to articulate the ultimate benefits your product or service offers in a way that resonates emotionally. Go beyond features and focus on the transformation that customers will experience.
Example: If you offer project management software, don’t just highlight that it helps users “stay organized.” Instead, paint a picture of what success looks like: “Imagine closing your laptop at 5 PM every day, knowing your team is fully aligned and your projects are on track.” This resonates with the customer’s deeper desire for work-life balance and peace of mind.
Exercise: Create a Visual Outcome Statement
Close your eyes and envision the best possible outcome your product or service can deliver.
Write it down as a short, clear statement that your customers can easily imagine and relate to.
Use this statement in your marketing materials to communicate the ideal state your product brings.
Final Thoughts
Rather than chasing lead numbers, focus on understanding the core problems, values, and desired outcomes of your target audience. By addressing these elements, you’ll attract customers who are not only ready to buy but are more likely to engage, stick around, and become advocates for your brand.
Follow
@MO MarTech or @MoniOloyede on all social channels.