Why Lead Generation Software Isn't As Good As It Used to Be

By Max Wickel
July 13th, 2022
B2B sales companies rely on lead generation software to reveal leads and grow sales pipelines. Despite developments in lead generation software, Hubspot finds that 61% of marketers still consider lead generation their greatest challenge. Changes to data regulation, the proliferation of revenue operations technology, and outdated functionality act as barriers to lead generation software, contributing to a loss in lead generation software efficiency. Here we explore how data policy, siloed data, buyer intent data, and automation impact lead generation software.

Data Regulations’ Impact on Lead Generation

User data fuels lead generation software. Changes to data privacy regulations and the growing emphasis on data security obstruct the flow of user data into lead generation software, rendering lead generation software less effective. The General Data Protection Regulation exemplifies how changes to data policy impact lead generation software.  

The General Data Protection Regulation (GDPR) took effect in May of 2018, establishing data protection legislation for the European Union. Under GDPR legislation, lead generation software companies are required to gain consent from users before collecting user data. Visitor Queue explains that lead generation software companies that fail to comply with GDPR face penalties of, “up to 4% of their annual global turnover, or $20 million, whichever is higher.” To comply with new GDPR standards, 27% of companies have spent over half a million dollars updating their data collection systems, and over €359 million in major GDPR fines have already been dulled out according to LegalJobs.  

In the same vein the California Consumer Privacy Act establishes data privacy regulations for California residents. Under CCPA regulation, B2B companies that collect and sell data pertaining to California residents in excess of 50,000 residents per year face fines of up to fined up to $7,500 per intentional violation. THSH reports that the CCPA impacts over 500,000 companies.

Aptivio’s GDPR and CCPA compliant AI-powered revenue growth engine is designed to propel sales pipeline growth in the era of changing data legislation. Our case studies page here demonstrates how Aptivio generates leads for clients despite more stringent data legislation, and our GDPR page here elucidates how Aptivio captures data in a compliant framework. While capturing data through a GDPR-compliant system facilitates high-quality lead generation, leveraging the data from existing tech stacks further improves lead generation software efficiency. The array of metrics illustrating buyer intent for lead generation vary depending on the lead generation software used.

Analyzing Buyer Intent

To illustrate buyer intent and identify leads, lead generation software depends on an array of metrics that reveal user behavior. Lead generation software not only contends with data regulation legislation, but with designing metric arrays and algorithms that capitalize on the data collected.

The periodic table above illustrates a segment of the metrics Aptivio incorporates to analyze buyer intent. For more information about Aptivio’s buyer intent analysis, download our buyer intent whitepaper here. Capturing data compliantly, and developing an accurate approach to analyzing buyer intent, produces the most success when lead generation software unifies data within a company’s tech stack.

The Proliferation of Sales Technology Demands
More from Lead Generation Software

As revenue operations shift towards digitalization, the B2B sales industry experiences a proliferation of sales technology. MarketsandMarkets predicts that the global sales technology market will reach $3.4 billion by 2024. The graphic above depicts the growth of sales technology over time.  

Lead generation software that fails to connect siloed data pools manifested through the proliferation of sales technology struggle to perform. Because accurate lead generation requires an all-encompassing analysis of user data, lead generation software that doesn't connect siloed pools of data will produce diminishing returns as the sales technology market continues to grow. In a survey conducted by Workfront, 84% of respondents reported that businesses are missing opportunities by not moving to a solution that unifies data sources.  

Aptivio’s AI-powered revenue growth engine seamlessly integrates with existing tech stacks to connect data from disparate revenue operations technology solutions for high-quality lead generation. For example, Aptivio connects a company’s marketing campaign data with sales outreach data to accurately describe the position of a lead within a sales funnel. Discover how Aptivio integrates with existing tech stacks to accurately measure buyer intent and produce high-quality leads with our QuickStart Onboarding process detailed on our website here. How lead generation software leverages the insights developed from overcoming data regulation challenges, designing buyer intent signal arrays, and connecting siloed pools of data distinguishes successful software from ineffective software.

Lead Generation Software Should Automate Tasks

Unifying sales and marketing teams optimizes revenue operations to drive the most value out of sales and marketing budgets. Lead generation software develops insights giving color to leads, but the way those insights are communicated and leveraged varies from software to software. The most efficient lead generation software unifies sales and marketing teams by automating functions and delivering insights developed from sales and marketing activities with actionable context.  

For reference APSIS finds that 80% of marketers that employ automation drive increased leads, and 77% of marketers convert more leads than marketers who don't employ automation. RingLead reports that sales teams spend 18% of their time researching leads, leading to what we describe as Lead Generation Fatigue Syndrome. Aptivio unifies sales and marketing teams by automating mundane tasks and delivering leads to sales teams with actionable context. Discover how Aptivio creates intelligent orchestration for revenue operations alignment on our website here.

Lead Generation Software Should Evolve Over Time

According to MarketingSherpa, every year 25-30% of data within a lead generation system becomes inaccurate. Lead generation software fueled with inaccurate data results in marketing budget and effort misallocation and reduced sales conversions. As Aptivio pioneers the future of lead generation software, our AI-powered revenue growth platform provides an adaptive lead generation resource unifying sales and marketing teams. Because Aptivio works with our clients to adapt our services to changing tech stacks and organizational goals, data and insights delivered through the Aptivio platform remain current. Schedule a demo with one of our product experts here to learn more about Aptivio’s lead generation capacities and how to start growing your sales pipeline. For more information on emerging trends in sales technology find our blog page here.