Finding, reaching and attracting the right audience for your business can be very challenging. To help you get better results with your lead generation, we put together a list of 8 common lead generation mistakes that are made by B2B organizations.
1. Pursuing Everybody
We can’t emphasize it enough – lead generation is about quality, not quantity. Filling your pipeline with leads that are not relevant to your business is a waste of your time and resources. Rather, focus on finding the leads whose needs can be met with your solution.
2. Neglecting Your Website
78% of B2B buyers start research for products online. Therefore, your website is likely to be the very first place where a lead will interact with your company. First impressions matter, so make sure your website is visually appealing, easy to navigate, and includes clear calls to action.
3. Ignoring New Mediums
There is more than one way to conduct lead generation. To ensure maximum efficiency and minimum risk, you should not put all your eggs in one basket. Do not be afraid to test new media and figure out what channels get you the most leads (social media, blog, website, etc.).
4. Allowing Sales and Marketing to Diverge
45% of businesses do not have standardized sales and marketing processes. When it comes to lead generation, marketing and sales alignment is crucial. They should agree on and follow guidelines on what is a lead and how to ensure progression through the sales funnel.
5. Considering Lead Generation as an End Rather Than a Means to an End
Lead generation is one of many steps that will initially get a lead through the funnel. In fact, only 13% of those responding to lead generation campaigns are ready to buy, which is why you have to nurture your leads until they are ready to purchase. Up to 70% of initially disqualified leads become qualified within 12 months if nurtured.
6. Using One Treatment for All
When engaging in lead nurturing, customization is essential. Each individual visiting your website has unique needs that s/he is looking to fulfill. It is your role to listen, observe and understand what value you have to offer to each lead. Then, develop personalized nurturing programs that will accelerate your leads’ descent through the funnel.
7. Failing to Reevaluate Your Methods
Once again, there is no ‘one-size-fits-all’ strategy in lead generation. For this reason, you need to constantly measure, assess and adapt your efforts in order to better reach the leads that are relevant to your business.
8. Giving Up
Another common mistake for marketers is to disqualify potential leads too early in the process. In fact, 79% of leads generated will never receive a follow-up. Lead generation is a long-lasting process. For instance, it takes on average 5 to 6 attempts to contact a lead. For this reason, it is essential to be persistent and nurture your leads until they are ready to buy.
Some mistakes you just can’t avoid. So, what do you do when lead generation goes wrong? Read here.
Statistics are courtesy of Hubspot, Ceir.org, Forester, Harvard Business Review, Yankee group, Lead Liaison.
Photo by tiagopadua (Flickr)