In business, failure is always an option. This is especially true in B2B businesses that require a steady flow of leads to stay healthy. So it serves marketers well to know the ins and outs of lead management both for better and for worse.
Here are the top five reasons your lead generation campaigns may be failing.
1. You’re Throwing Darts in the Dark
It’s hard to work in the dark, and trying 10 different strategies at the same time won’t help you see any more clearly. Trying out one lead generation tactic at a time and figuring out if it works is the wiser tactic. Make sure to give the results time to work themselves out before dumping strategies that don’t seem to help you reach your objectives.
When you have a clear picture of what is and isn’t working, you can implement the strategies that work, and stop wasting time on those that don’t.
2. You Have No Promotional Game
If you don’t have a strong online presence and aren’t making use of the wide variety of marketing channels available today, then you’re going to have a bad time. Be sure to work on establishing the credibility of your business before focusing heavily on lead generation. Build up engaging content, speak wherever you can, guest post, offer white papers, etc. Most importantly, concentrate on building a relationship with your target audience before trying to sell them anything. This goes a long way toward fostering trust and confidence in your brand.
3. You Don’t Know Your Audience
Your product is not for everyone. Make this your mantra and then put in the work. Create an audience profile. Figure out who is going to buy your product and why and then create campaigns that cater to that audiences’ specific needs.
4. You Don’t Have a Start-to-Finish Process
The best lead generation programs are “always-on”, consistent, and systematic. A good process is completely mapped – from the top of the funnel to the closing stage – with associated metrics, processes, people, and technology to support it. Successful lead generation processes don’t function like “campaigns” as we know them. Instead, they work like supply chains that consistently perform, producing qualified leads, which leads to consistent sales.
5. You Aren’t Using Strong Lead Conversion and Nurturing Tools
Converting a unique visitor into a lead is a complex process. It’s easy to assume that the further along your sales funnel a prospect travels, the more of a “sure thing” he or she becomes. However, there’s one thing you may not be counting on, one that elevates the risk of that prospect disappearing forever—the value of the content you’re offering.
Capturing contact information is necessary for lead conversion. However, most businesses aren’t successful at it because they fail to provide that one extra piece of value to entice the lead into handing over their information. The smartest strategy is to make sure you’re offering useful content in exchange for their information and/or additional participation within the sales funnel. Making use of white papers, e-books, case studies and other gated content is one of the most efficient ways to provide valuable information in return for contact details.
If you avoid these five pitfalls, you’ll be well on your way to a successful lead generation campaign. Just remember, measure everything and always be ready to change up your strategy if it isn’t working.
What are some of your favorite lead gen strategies?
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