Growing your sales pipeline comes down to two critical strategies: marketing lead generation and appointment setting. Both are effective when executed properly, but the right choice for your business depends on your budget, resources, and ability to follow up.
While appointment setting delivers sales-ready leads, it requires an experienced business development rep (BDR), making it a higher-cost investment. If that’s out of reach, don’t worry—you can still win with marketing lead generation. The key is knowing how to convert leads into sales without a dedicated caller.
How to Succeed with Just Marketing Lead Generation
If hiring a BDR isn’t feasible, you can still generate and close new business by taking a strategic approach to marketing. Here’s how:
1. Set Up an Automated Lead Nurturing System
Not every lead will be ready to buy today, but that doesn’t mean they won’t be in the future. An email nurturing campaign keeps your business top of mind until the prospect is ready to take action.
- Send valuable content—case studies, testimonials, and industry insights—to educate your leads.
- Follow up consistently but not aggressively—weekly or biweekly emails work well.
- Provide a clear next step, like booking a meeting or reading a news bulletin.
By staying in front of prospects regularly, you’ll increase the chances that when they need your services, you’re the first company they think of.
2. Leverage Multi-Touch Outreach
Marketing isn’t just about sending emails. A multi-channel approach increases engagement and builds credibility.
- Use LinkedIn: Connect with your leads and engage with their content.
- Engage in community involvement: Sponsor local events, participate in industry groups, or support charitable initiatives to increase brand visibility and build trust with potential clients.
- Text or voicemail drops: Non-intrusive messages can remind prospects about your services.
Marketing works best when it creates multiple touchpoints, so prospects feel like they “know” your business before ever speaking to you.
3. Make It Easy for Prospects to Take the Next Step
A common mistake businesses make is generating leads but not giving them a clear, low-friction way to take action.
- Include one-click scheduling in emails and on your website.
- Offer a free consultation or audit to reduce the commitment barrier.
- Create urgency with limited-time offers or seasonal promotions.
If you make it effortless for prospects to engage with you, your marketing alone can generate meaningful conversations and new business.
When to Add Appointment Setting
If you follow these steps and start generating a steady flow of leads, your marketing will eventually create enough demand to justify adding a dedicated BDR. When the volume of warm prospects increases, introducing outbound follow-up can help maximize conversions. Over time, as your pipeline grows, investing in a full-time BDR will become a natural next step to capitalize on the momentum your marketing has built.
- Prioritize calling engaged leads (those who opened multiple emails or visited your site).
- Use a structured call script to qualify prospects efficiently.
- Consider outsourcing appointment setting with BDR specialists.
The Revity Solution
At Revity, we specialize in affordable, high-impact marketing lead generation that helps businesses grow—even without a dedicated caller. Our proven strategies ensure that your pipeline stays warm and your brand stays in front of the right prospects.
If you’re ready to generate leads and start winning new business, Revity can help you achieve your goals.
Let’s build your marketing engine today!
