Lead generation in the life sciences isn't broken—but the landscape has changed significantly, and many of the standard practices haven't kept pace. How prospects prefer to communicate is different: increasingly, people want to be reached via SMS, WhatsApp, and other modern channels that many commercial sales teams don't routinely use. Standard modes of follow-up aren't inherently flawed—they're simply no longer aligned with how today's buyers operate.
As a result, vendors are losing pipeline at multiple stages: in campaign and landing page configuration, in the qualification criteria applied before a lead is even accepted, in lead classification, and in what happens after the form is filled—which, too often, is not enough. Too few sales reps make a concerted effort to follow up with the consistency that converting a lead requires. The fallout is a widening divide between sales and marketing: marketing generates leads it considers legitimate, sales dismiss them as low quality, and prospects—unreached through the right channels—simply don't respond.
In this panel discussion, experts from LabX Media Group and JBC Associates draw on data from thousands of campaigns and decades of frontline commercial experience to examine common mistakes and practical fixes across the full lead generation journey.
You’ll learn:
- Why some common form and landing page practices reduce lead volume without improving campaign quality and performance
- Balancing form questions and requirements to optimize the quality and quantity of lead volume
- How over-reliance on narrow SQL and MQL criteria causes premature lead rejection and hidden pipeline loss, and what a more effective approach to lead classification looks like
- How including sales-ready criteria for top-of-funnel conversion points limits pipeline growth
- The follow-up behaviors, multi-touch nurturing strategies, and sales and marketing alignment practices that drive higher conversion across life science sales cycles
