Many companies think that generating leads is all about increasing web traffic, but unfortunately they don’t have a system in place to utilize an increase in web traffic so most leads fall by the wayside. In essence, many companies are trying to use a high pressure water hose to fill a thimble with water. While they may be a testament to an increased awareness of your brand, an improved visibility and the excellence of your content, high levels of traffic have no tangible value. Marketers have bemoaned the fact traffic doesn’t yield itself to much more than quantification and segmentation.
While businesses agree that web traffic value is critical to measure, a mere 17% of the companies studied have such processes in place. Rather than reveling in web traffic glory you’d be better off asking yourself, “What am I doing with all that traffic? Have I got practices in place that will ensure these visitors come back to my website and eventually, convert to paying customers? Who do I want to attract, engage and turn into a client in the long run?”
Here are three typical lead generation mistakes we’ve identified in our work and three solutions to change things around.
1. Not having a clear idea about what makes a qualified lead
Sales funnel metrics are pivotal to evaluating the performance of any marketing campaign but they are often tricky to set right. Engage in a lead too soon and your sales pitch might seem too pushy. Wait a few days to engage in your lead and it’s probably dried out.
Too much untargeted traffic can be problematic, too – you really need to know who it is that you want to target and where to find them (or rather, be found by them). Search engine optimization plays a crucial part in reaching your target audiences. Opting for long-tail terms instead of generic keywords will increase your chances of getting found by better qualified prospects that are more likely to find your content relevant and engage with it.
Solution: Keeping prospects engaged before cold calling them and defining exactly what a qualified lead is on the basis of your marketing personas. Marketing and sales process integration is absolutely imperative in this instance.
2. Not having a lead data capturing process in place
How do you know whether you have reached your target audience and who may be interested in your company if you’re not at least trying to capture their data? And I’m not talking about sensitive personal data such as age, sex or company revenue – all you need is their name and email address. Remember, in 2012 marketing is all about big data! Without it, our hands as marketers are tied.
Solution: If you have a value piece such as an ebook, a webcast or a case study to share with the world (and most importantly, your target audience), why not create a call-to-action leading to a designated landing page with a form visitors can fill out to download the content?
You have put a lot of effort into creating it, so surely some readers will be happy to leave their name and email address in exchange for your great piece of content. Remember, though: don’t ask for too much detail and make sure your content is, indeed, worth it.
3. Not monitoring, analyzing and comparing metrics in a consistent way
How do you know what works and what doesn’t, if you don’t track, monitor, analyze and compare metrics over time? A lot of tech marketers are still astoundingly unaware of the metrics they need to follow. While these will differ from company to company, the visitor-to-lead ratio remains by far one of the most critical metrics. Closed-loop analytics will tell you all about how interested a prospect is, how likely they are to convert, whether they are qualified and what needs to be done to push the lead down the sales funnel.
The same applies to your campaigns – tracking and analysing the performance of each initiative, testing and optimising it over time will give you a clear view of the performance of each respective campaign.
Solution: Try closed-loop analytics – track, test and tweak any content you push out into the digital space. Depending on the results, you could replace low-yield campaigns with ones that have proven to be better performing on the lead generation front. Remember to do so with the care and precision of a scientist!
Lead generation shouldn’t be too much of a challenge, especially if you are in B2B technology marketing, a field famous for being inhabited by the most natural early adopters of innovative practices and technology. The bottom line message is that if you wish to generate more leads, you should integrate marketing and sales – the key to better conversion rates lies in the two teams working together around a common goal. To get better performance in your lead management system we’re offering a free 30-Day Trial of LeadExec. You can check it out here, play around with it completely hassle free. We know our software will improve your lead management efficiency better than any product on the market.
[via Business To Community]