WHY EVEN THE BEST MARKETING TEAMS ARE LOSING LEADS (AND HOW TO FIX IT)
The Hidden Cost of a High-Performing Marketing Engine
Most mature B2B tech and cybersecurity companies have nailed top-of-funnel. Campaigns convert, content gets downloaded, events are packed. But here’s the kicker — the majority of those leads never turn into conversations.
📉 We’ve seen cases where less than 10% of warm leads ever get followed up.
Why This Happens - Even with Internal SDRs in Place
Even with a strong internal BDR team, marketing-generated leads often sit untouched.
Why?
SDRs are overloaded and prioritise hot inbound
Lead handover processes are inconsistent
Post-event follow-up lacks urgency or structure
There’s no dedicated resource for mid-funnel development
Common scenario: 1,000 leads from a trade show... only 100 ever contacted.
The Gap Between Lead Gen and Pipeline (and How to Close It)
Generating leads isn’t the issue.
The real challenge is developing them into revenue opportunities.
Companies that close this gap typically:
Assign dedicated outbound teams to re-engage event and content leads
Use structured outreach cadences tied to planning cycles or event timing
Share tailored collateral to restart the conversation
Focus on quality over volume - it’s not just about calls made
A Recent Example: Turning 300 Conversations into 21 Sales Meetings
We recently supported a global cybersecurity vendor with a strong GTM function and internal SDRs, but a growing backlog of leads from events, webinars, and gated assets.
📞 960 calls made
💬 312 meaningful conversations
📅 21 meetings booked
🎤 5 senior execs confirmed for invite only round-table
📎 80+ pieces of collateral used to re-engage
The key wasn’t just dials. It was structure, strategic timing, and consultative outreach that extended their in-house capacity.
What This Means for APAC and ANZ Growth-Stage Vendors
If you're:
Generating 1,000+ leads per quarter
Seeing follow-up rates under 15%
Hosting webinars or sponsoring events but not seeing post-event ROI
Expanding into new markets with limited SDR headcount
…you likely have a revenue gap hiding in your CRM.
What to Do Next
Don’t let leads go stale.
Start by identifying:
Which campaigns have the highest dormant lead count
Who owns mid-funnel outreach and event follow-up
What content could re-spark conversations
Then consider whether your team needs:
A burst campaign to clean up a backlog
A strategic partner to own mid-funnel engagement
A plug-and-play SDR model that builds warm conversations — not just call stats
Need help converting dormant leads into meetings?
We work with cybersecurity and B2B tech vendors across APAC to turn missed follow-ups into meaningful pipeline.
Book a quick strategy call to see how we can help.