Lead Generation can be a vital step in growing sales pipeline and driving ROI, and this it is an essential contributor to an organisation's success. Leads are valuable, and more often than not, things of value require effort. B2B lead generation can be a resource intensive activity for both sales and marketing so doing it properly is crucial in order to maximise ROI from the activity. Read our 5 B2B Lead Generations mistakes to avoid:
1. Working without a definition of a lead
One of the most common lead generation mistakes made is simply not defining what constitutes as a lead to your organisation. In order to successfully uncover valuable leads you must first understand how you would define and qualify a lead. An agreement between marketing and sales must be made on the criteria that must be gleaned about a prospect and any conditions they must meet in order to be considered a lead for progression.
The difference between a profiled data set and a list of leads is vast; so when preparing a LQC (Lead qualification criteria) really drill down on the types of opportunities that will be of value to your organisation and the characteristics of the organisation and prospect that must be present to make a lead a valid sales opportunity.
Knowing what a lead is, is a key component to any lead generation campaign – whether it is being conducted by an internal team or one which is outsourced. The higher quality your leads are; the better packed your sales pipeline will be. Read more about how to define a sales qualified lead here.
2. Not creating content for all stages of your buyer’s journey
Not everyone who interacts with you will be interested in the same kind of information. Those who are just starting out on their journey will find information helping them understand their problem or challenge most appealing. While those more prepared to make a purchase will be interested in case studies or price comparisons. By not providing a range of content offers you will fail to engage with prospects in the other stages; meaning you will be unable to nurture and convert them into qualified leads.
3. Not optimising your marketing activity for lead generation
A lot of time and effort can be expended on marketing effort but if this is not optimised for lead generation then this increased level of input will not be reflected in the leads generated - in volume or quality. Your website and blogs are prime real estate and not utilising them effectively within your lead generation campaign is a wasted opportunity.
By incorporating your keywords into these features you will be better able to drive organic traffic and with well positioned CTAs you will be able to convert this increase in traffic into leads. The CTAs placed on your blogs and website should link your prospects to a landing page with a form that allows them to exchange their details for a piece of valued content.
With your direct and digital marketing efforts primed for the central purpose of driving lead generation a higher volume of quality leads can be generated.
4. Your campaign focuses only on digital methods
Qualifying your prospects digitally as they engage with your content online is only the first step. Opening up a direct line of communication is essential in understanding the challenges your prospects are experiencing and how your organisation will be able to help. Incorporating a direct element into your lead generation campaign can prove to be one of the most effective methods of converting your prospects into leads.
Your approach at this stage should always be consultative and not sales driven. By listening to your prospect you will able to offer advice and insight; positioning your team as resource that can be tapped and your organisation as a thought leader of the industry.
Combining a direct and digital apprach to lead generation is one of the most efficent methods of attracting and converting highly qualified leads.
5. You’re not SMarketing
One of the biggest downfalls in a b2b lead generation campaign is a lack of co-operation between your sales and marketing teams. Generating high quality leads must be a joint effort and so an SLA must exist between the two. This agreement should detail the expectations and requirements of each team in order for the other to fulfil their roles.
Input from both teams is required to ensure that the lead generation efforts are being focused appropriately: on the correct target audience; on creating useful content; on qualifying against sales and marketing criteria; and on nurturing leads until they are sales ready.
Communication levels should be high and with a SMarketing framework in place a consistent flow of leads will begin to be generated, qualified, nurtured and converted into sales pipeline. Read more about the importance of SMarketing.
When conducted correctly lead generation is undoubtedly essential to the continued growth and success of an organisation. However, when conducted incorrectly its often simply just a drain on sales and marketing resource with very little to show for it.
How to Run a Direct & Digital Marketing Campaign
Many B2B organisations struggle to harness the resources, channels and messaging to deliver a customer-centric approach to lead generation. In this checklist, we provide a step-by-step process to building a framework for understanding and developing the essential areas of your Direct and Digital Marketing Campaign.