15+1 Сritical Mistakes in Lead Generation You Better Avoid

Head of Marketing at FreezePro Software, FerraStudios à FreezePro Software
29 Oct 2015

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15+1 Сritical Mistakes in Lead Generation You Better Avoid

  1. 15+1 Critical Mistakes in Lead Generation You Better Avoid Lyuba Lazarenko
  2. “The biggest mistake I ever made when it comes to lead generation is not starting early enough. I’ve only recently been doubling down on proactively inviting people to subscribe to my updates on I wish I would have started five years ago.” Sujan Patel, Co-founder of Influencer says:
  3. 3 Common Mistakes for Technology Companies 1 Assigning cold calling to a sales rep Making the salesperson do cold calling is a complete waste of sales resources. Cold calling is actually a completely ineffective activity for a technology company that offers services such as IT outsourcing.
  4. 3 Common Mistakes for Technology Companies 2 Isolating an individual responsible for lead generation from the rest of the company No matter how well he/she does the task, information sharing should be open and all updates should be directly communicated in a timely manner.
  5. 3 Common Mistakes for Technology Companies 3 Hiring a call center to do cold calling Call centers rely on scripts and predictable requests. Technology companies are in a highly dynamic market where communication by a pre- defined scenario is useless. For successful lead generation, the process must be ensured by readily available technology expertise and deep product knowledge.
  6. Serious Lead Generation Mistakes to Avoid 4 Not defining your Ideal Customer This is the critical root cause of most (if not all) failures of lead generation initiatives. The lack of a developed customer profile leads to unclear messaging and completely wrong targeting.
  7. “It’s never too early to create an ideal customer hypothesis and start testing against that rather than throwing a bunch of random stuff at the wall and seeing what sticks”. Customer Success Evangelist, Lincoln Murphy Influencer says:
  8. “Lead gen’s pretty hard anyway, but if you’re targeting the wrong people, you’re not going to get anywhere. Make sure you know exactly who your ideal prospect is.” Jake Peters, the influencer and CEO at Contentacle Influencer says:
  9. Serious Lead Generation Mistakes to Avoid 5 Lack of content strategy 74% of B2B marketers use content marketing to generate leads. No strategy — all your efforts are in vain. Marketers focus heavily on creating a great content and assuming leads will magically appear and convert into paying customers without managing the process “behind the curtains”. Failing to read the customer data and inability to align it with the content strategy leads to releasing the content irrelevant to a target audience.
  10. Serious Lead Generation Mistakes to Avoid 6 Landing page with product features instead of benefits Nobody wants to read about how cool your product is if it does not offer benefits that suit customers’ needs. There are so many websites that still focus on how cool their products are, forgetting about what is in there for potential customers. Often that mistake is due to not knowing your customer.
  11. Serious Lead Generation Mistakes to Avoid 7 Many Calls-to-Action on a single landing page Putting a few links or call-to-action buttons on one landing page confuses the visitor and will distract them from converting. Usually such landing pages do not convert at all and are useless for marketers. Landing pages should have only ONE main focus. That means removing navigation or header bars from your page and keeping it simple to maximize conversions.
  12. Serious Lead Generation Mistakes to Avoid 8 No Call-to-Action on a landing page Every page of your website should have a call-to- action in order to increase the possibility to capture your lead while he/she is on your website. If landing page is not a specifically crafted (promoting a webinar, eBook etc.), the call-to- action can be as simple as Subscribe, Contact, Let’s talk, or Ask us more, etc.
  13. Example of hidden or non existent Call-to-Action
  14. Serious Lead Generation Mistakes to Avoid 9 Long and tedious lead capture form Time-consuming and over-complicated forms kill conversions. Use asterisks to show visitors which fields you require and eliminate every field you do not desperately need at the start of your relationship. Some experts advise keeping forms up to five fields, but I say that three is enough. And since now everyone has a social media account, it is good to add a social login option to your regular form.
  15. Serious Lead Generation Mistakes to Avoid 10 Ignoring the specifics of a channel Every channel serves different needs specific to the channel: • LinkedIn is the best for B2B marketing and growing professional networking. • Facebook is best for building a loyal brand community. • Twitter for creating brand awareness and gaining followers. To run a successful lead generation campaign, marketers should craft their messages and tone specific to the channel.
  16. “The biggest mistake I had to deal with was the thinking that the channel does not work for a business instead of adjusting the approach to the channel and testing again.” Benji Hyam, Director of Growth Marketing at Everwise Influencer says:
  17. Serious Lead Generation Mistakes to Avoid 11 Forgetting mobile users Today not having a landing page mobile responsive greatly decreases the chances for the visitors to convert. Pay attention to content optimization for mobile users, create very simple forms and call-to-action and make their phone number clickable.
  18. Example of mobile responsive landing page
  19. Serious Lead Generation Mistakes to Avoid 12 Making assumptions about your target audience Assuming that we know our target audience just because we may be one of them is a dead wrong approach. Instead, marketers better reach out and talk to their customers and prospects. Ask your audience what they like or dislike, get into open discussions with them. The more you talk, the more insight about them you get.
  20. Serious Lead Generation Mistakes to Avoid 13 Running for quantity vs quality Unless your product is a universal thing that fits everybody on the planet, your biggest mistake would be chasing the quantity of leads while ignoring their quality. Quality leads are the ones that fit into the description of your ideal buyer profile and have a much higher chance of being converted into a customer.
  21. “The biggest mistake I’ve made is encouraging clients to go for more leads instead of better-quality leads. I’ve run split-tests on lead generation pages in which we experimented with the number of form fields to complete… and our success metric was form completions. So we’d choose a winner based on the number of leads, not how those leads did or did not convert. That’s problematic…” Joanna Wiebe, a Founder of CopyHackers Influencer says:
  22. Serious Lead Generation Mistakes to Avoid 14 Neglect using a CRM system If you are just starting your lead generation and nurturing campaign and only have up to 20 contacts, it is okay not to invest in complex CRM systems. When your Excel spread sheet has over 50 contacts and increasing, your lead communication programs tend to get hectic. Even the simplest CRM systems out there offer enough automaton and planning tools that help in doing effective lead generation and nurturing.
  23. Serious Lead Generation Mistakes to Avoid 15 Not automating Any marketing manual work turns into a routine that inevitably leads to decreasing efficiency of marketing efforts. That is why you need to start automating. There are many marketing automation tools out there: HubSpot, BuzzSumo, Buffer, Hootsuite. You can collect user’s data and all kinds of useful analytics, track a user’s behaviour on various channels and nurture your leads in the funnel using email marketing tactics that often are recommended by the software.
  24. “I think a lot of businesses and people either don’t know where to start, or they worry that their list just simply won’t grow. But there are a ton of awesome, cost-effective tools available now that can help with optimizing the entire lead generation process. If you can provide enough value on your blog and in your emails, people will sign up — but you have to be organized, you have to have a strategy, you have to be consistent and you have to start capturing emails now”. Sujan Patel, Co-founder of Main Mistake: Loosing time
  25. Alternative to Lead Generation Buy Your Leads No time for tedious leads generation? Buy them. But be very careful about that. Big listings tend to have a large percentage of contacts that are invalid or do not meet your ideal buyer criteria. However, you can benefit from services that offer targeted leads specifically for your product (e.g.
  26. More on Leads and Lead Generation: