Your lead generation strategy is not producing the results you need. What are you doing wrong?

Here is a tried-and-tested way to troubleshoot a lead gen campaign and deliver results: - Competitive Benchmarking: See what other firms in your space are upto. You'll discover gaps to work on. - Identify the RIGHT persona: Is your ICP optimal? You need to know whom you are talking to before you are selling to. - Revisit dashboards: Find out bounce rates, open rates, CTRs, heat maps, and content. You'll find multiple areas of improvement. Lastly, are you DELIVERING VALUE is the question you need to ask. Content formats in the form of e-books, webinars, podcasts, blogs, videos, etc. have their USPs but are you capturing it with the USER JOURNEY? Remember to optimize your campaign and refresh. Try it :) Tx

In B2B sectors, customer needs, pain points, and decision-making processes can evolve rapidly. Therefore, continually updating and refining your Ideal Customer Profile (ICP) and buyer personas is essential. This requires not just a one-time analysis but ongoing market research, feedback loops, and data analytics.

You need 𝐌𝐚𝐫𝐤𝐞𝐭 + 𝐌𝐞𝐬𝐬𝐚𝐠𝐞 + 𝐌𝐞𝐝𝐢𝐚 + 𝐓𝐢𝐦𝐢𝐧𝐠 match. Targeting the right market is the first critical step for lead generation success... however, that's NOT enough. There's the 𝐌𝐚𝐫𝐤𝐞𝐭 + 𝐌𝐞𝐬𝐬𝐚𝐠𝐞 + 𝐌𝐞𝐝𝐢𝐚 + 𝐓𝐢𝐦𝐢𝐧𝐠 formula. If you don't have any one of the four, you risk failure. 𝐌𝐚𝐫𝐤𝐞𝐭: Are you talking to the right people at the right company with a high propensity to buy? 𝐌𝐞𝐬𝐬𝐚𝐠𝐞: Are you clearly and concisely articulating differentiated value? 𝐌𝐞𝐝𝐢𝐚: Are you delivering that message via the correct method? 𝐓𝐢𝐦𝐢𝐧𝐠: Why is now the right time for your buyers?

Precise targeting is crucial. Define your ideal audience and tailor strategies to address their needs. Ensure marketing efforts resonate, emphasizing the relevance of your services to their specific challenges.

In my experience, the best way to mitigate this risk is by defining your target segments, your target customers within these segments, creating the key personas that you will engage, mapping the buyer's journey, and defining how they consume information at each stage of the buyer's journey. It's with this information that you can review the results and compare against your plan. You should be able to see where the gap is (in terms of the journey) and how far you are from your targets.

Campaign underperformance often stems from not engaging the right audience at the right time through the right channels. Additionally, a misalignment between your product/service and your audience's needs and interests can hinder success. Understanding your ideal customer's demographics, interests, and challenges is crucial. When marketing efforts target individuals who don't resonate with your offering, conversion rates suffer. By refining your strategy to focus on those who stand to gain the most from your product or service, you can substantially enhance lead generation outcomes.

In my experience, not targeting the right audience is one of the most common reasons a lead generation strategy isn't working. Remember that there are multiple layers to your ICP (sub segments within your overall segment) and in order to convert you need to: - Have strong differentiators - Have a product/service they want - Produce ads that relevant to them - Reach them when they are in market

There are a few reasons your targeting might be off. Most of the time, when targeting is off it's for one of three reasons: 1. You're making technical mistakes in your targeting. This has happens a lot, since B2B targeting is not always as clear cut as it might seem. Not everything fits neatly into the targeting categories of job title or industry. 2. You are over-indexed on the most common titles. If say, you target IT people, and target IT managers alongside CIOs - you will probably target 999 IT managers for every CIO - so you need to segment your campaigns accordingly. 3. Your ICP is "hard to target". For example, maybe your solution is only relevant to a sub-segment. In that case, you'll need to use Matched Audience lists.

When lead generation isn't working, it can be helpful to return to the fundamentals. Most people jump into tactics when it comes to lead generation problems. The truth is that lead generation is difficult because something in your strategy is missing or off. Here's a simple 3 step process to ensure you have the fundamentals that fuel your lead generation tactics. 1. Survey or interview your ideal clients. We want to understand their buying journey, thoughts, aspirations, and problems. 2. Analyze the information. What's standing out that you can use to attract and engage your audience? 3. Update your marketing messaging. Hardly anyone does this! If you have more questions on this, let's connect.

Communicate a compelling value proposition. Emphasize practical benefits and create informative content showcasing expertise. Establish your brand as an authority, demonstrating the unique value you bring to potential clients.

Gate only high-value content. People are tired of having to give up their email addresses in exchange for often subpar content and a series of unsolicited emails. Sharing freely available valuable content such as practical tips, real-life case studies, and testimonials will help potential consumers make buying decisions - much more than pushy sales pitches and talking about why your solution is the best.

While crafting content around trending topics may capture more attention, positioning the value proposition to CTA is critical in cutting through the noise. Hence reading/listening to the intent and angle messaging that identifies these intent behaviour help prospect relate to their needs, and justify the propsect's time and effort that demand their actions.

Provide Diverse Lead Magnets that is, offer a variety of lead magnets to cater to diverse preferences. For example, provide a free trial for hands-on experience, a webinar for those who prefer visual learning, and a downloadable checklist for quick reference.

The best companies provide differentiated value when and where customers need it. It should be the same with the value provided through your marketing actions. They should provide compelling but not overwhelming value at the level that buyer's journey requires.

Content is king! When your content sparks a conversation, thought, emotion, or action, consider that a success. Simultaneously, it's vital to grasp where the persona stands in their buyer journey—whether in awareness, consideration, purchase, retention, or advocacy. The key lies in aligning these attributes, delivering the fitting content at the precise moment, via the suitable channel, to ensure an optimal experience and cultivate a high-quality pipeline.

Value addition happens only when you know your audience well. Ensure that you conduct user surveys, user interviews and analyse your user requirement. You also need to understand which platform your audience would be active mostly. These tips can help you add more value to your audience.

Again in this situation, it takes two hands to clap. If your product has a mass market opportunity, focus on volume at scale with good quality content. If the prospect does have a need, they will find their way to you regardless of what you do. If your solution is niche, crafting specific content around each stage of the customer journey is important. And often I will use the "hero" concept to generate content. Figure out how they can be the hero in relation to your solutions and their company/career. Don't we all want to feel like Iron Man at times ?

Lack of domain knowledge about our buyer's area of expertise is a big reason why marketers fail to add sufficient value. This is especially true for enterprise sales, where we expect our buyer will be senior and experienced enough to manage a significant budget. That's why it's so important to make sure you have access to subject matter experts (SMEs), or at least reliable domain knowledge resources. When crafting content, we have to act a little more like journalists. This can mean story mining with SMEs, taking LinkedIn courses, attending meet-ups, reading books, reading industry magazines or even joining online communities our buyers regularly participate in.

To attract potential customers, it's essential to offer something that addresses their needs or solves a problem they face. If your strategy is solely centered around promoting your product or service without demonstrating its value to the customer, you may struggle to capture their attention and interest. For instance, consider a software company that offers a new project management tool. Instead of merely highlighting the tool's features in promotional content, they could create and share valuable resources like guides on efficient project management, tips for team collaboration, or templates for project planning.

Optimize follow-up processes. Implement systematic and personalized approaches, addressing concerns, providing information, and reinforcing value propositions to nurture stronger connections and build trust.

This is almost always the case. You need to follow up with leads: - Fast - Personalized - Relevant - Multi-channel They'll forget about you in minutes after they hit submit - so you need to reach quickly. Also, with so much spam from automated email workflows - do your best to show them you're not a bot! Make sure you make your outreach relevant to them and their job. And reach out on more than one channel, not just email.

Effective lead follow-up is pivotal in cultivating a robust pipeline. Collaboration between the Marketing function and the SDR team is essential for ensuring an optimal follow-up experience. To achieve this, the SDR team requires top-notch enablement practices, real-time competitive intelligence, updated battle cards, SLAs, personalized cadences, and access to the messaging guide. While lead follow up time is critical, understanding the campaign or field event behind the leads, aligning with sales, and grasping key messages that appeal to our prospects is equally vital. While achieving the ideal follow-up sequence may not always be feasible, it's a goal worth pursuing.

In my personal experience, following up late is worse than following up with weak content and calls to action. I think this is due to the short attention span that we all have, so we'll likely see better results if we contact a potential lead soon after the first contact rather than waiting to have an optimized follow-up. Obviously, the best follow-up is quick and with great content and a call to action. It can be done, but it requires a great marketing plan and detailed performance measurements.

Deciding the right number and frequency of touch points is essential. Sometimes lead gen activity if not planned strategically can have a sporadic follow-up approach where some leads receive too many emails, causing disengagement, while others stay neglected. Make use of your CRM system and other martech tools. Develop a clear lead nurturing strategy that guides leads through the sales funnel. Define specific touchpoints and content for each stage, ensuring relevance and progression in the buyer's journey.

Following up on leads effectively is a critical step in the sales process. ✅ Timeliness Respond to new leads as quickly as possible to keep their interest high. ✅ Lead Scoring This will help prioritize leads based on their likelihood to convert. ✅ Value in Each Interaction Offer something useful in each interaction, e.g. valuable insights, helpful resources, solutions to their problems. ✅ Consistent Follow-Up Schedule Establish a consistent schedule for follow-ups ✅ Nurture Relationships Even if a lead is not immediately ready to buy, maintain the relationship. ✅ Stay Updated and Relevant Be aware of the latest developments in your industry and share relevant and current information with your leads.

Marketing should not shy away from helping sales craft follow-up messaging. Whether it's a full cadence or just an email make sure marketing is involved to confirm there is a strong CTA and the messaging is cohesive. Don't let the campaign bring in the lead and then you lose them because the follow-up didn't match.

The first thing here is to implement a structured follow-up strategy. Use automated tools for timely responses and reminders. Segment leads based on engagement levels and interests, tailoring follow-up messages to their specific needs and stages in the buyer's journey. Employ a mix of communication channels like emails, phone calls (via Inside Sales), and social media to maintain engagement. Regularly review and adjust the follow-up process based on feedback and performance metrics. This approach ensures that no potential lead is overlooked and enhances the chances of conversion. And if you get some interest via form fills or downloads then ensure to touch base with the prospect within 24 hours of the trigger.

Neglecting leads can lead to missed opportunities. Here are crucial steps for effective lead nurturing: 🌱 Develop a clear lead nurturing strategy. Maintaining a consistent and purposeful approach ensures leads progress smoothly through the sales funnel. 📧 Utilize automation tools for streamlined follow-up. Implementing these tools allows for efficient and personalized communication based on leads' behavior and feedback. 🤝 Provide relevant and timely information and support. Offering the right guidance and assistance builds trust and rapport, fostering a strong connection with leads.

- It's advisable to send reminders 2-3 days after the first email. - The text should not include phrases like "I just wanted to remind you about myself." It's better to continue the conversation from the first email. In most cases, your first email might not have been seen, and stating that you want to remind them won't convey much to the client. - Building a reminder system should only be done with the client's consent. Doing it without explicit permission does not contribute to building trust.

It is imperative to bring in the discipline of metrics in B2B marketing. Be it Hubspot, SEM rush or Google analytics. Make dashboards an essential part of your review mechanism.

Leverage data analytics to measure lead generation performance. Regularly assess key metrics and adapt strategies to optimize results, ensuring ongoing effectiveness in your outreach efforts.

In 2024 we have more data than we've ever had before. Are you able to synthesize and translate the data into actionable items? Those who are able to find comfort and clarity through data will win in Marketing. Years ago, it was very difficult to measure attribution and effectiveness of Marketing efforts. NOW, everything we do has data tied to it in some way. LEARN the data. EMBRACE the data. LEVERAGE the data. In God we trust. Everybody else...bring data.

Our team has been launching global campaigns and I love it when we host our post-launch 30, 60, 90 day calls to reflect. It's a simple step that goes a long way. Something can work well in one market and completely tank in another. We need to share these insights in a space while we are all together so we can learn from each other and help find solutions.

If you do not measure, you can never improve. So it's critical that clear and measurable KPIs are defined as part of the marketing plan. That these KPIs can be measured consistently and frequently. You also need to make sure that you analyze the performance metrics to define the root cause and countermeasures. And you also need to share these measurements, root cause analysis and countermeasure plan with the key stakeholders. This will build your credibility and will make it easier to ask for help later in the process.

Elevate lead generation, actively measure and optimize using tools like Google Analytics, SEMRush, and Clarity. Set key performance indicators (KPIs) such as conversion rates and CTRs. Regularly assess these metrics, utilizing A/B testing for elements like email subject lines and landing pages. Adapt your ads and emails based on performance insights. Thoroughly evaluate the customer journey, identifying areas for improvement. Continuously refine strategies based on data-driven feedback, ensuring your campaigns are resonant and effective. This targeted, analytics-focused approach is key to boosting lead generation outcomes.

It's essential to measure and optimize results for B2B lead generation. Here are 5 vital steps to enhance strategy and achieve better outcomes: Step1: 📊 Define key performance indicators (KPIs) for tracking progress. Step2: 📈 Utilize analytics tools for monitoring and evaluating results. Step3: 🧪 Conduct regular tests, experiments, and audits for optimization. Step4: 📉 Analyze data to understand what's working and what's not. Step5: 🔄 Make informed decisions and adjustments based on insights.

For us to learn from and optimize our lead generation efforts, we must gather the data of our efforts. Testing messages and audiences can be done and after a few weeks, you should evaluate them and make the necessary changes based on the data.

A ausência de métricas claras pode levar a decisões equivocadas. Estabelecer KPIs sólidos, como custo por lead, taxa de conversão e ROI, é crucial. Cultivar uma mentalidade de testes e auditorias regulares é fundamental para corrigir este erro e impulsionar a maturidade das métricas, permitindo uma escala sustentável no marketing B2B.

If you're not optimizing, you're not improving. No matter what channel you're using for your lead generation campaign, optimization is must for better results. In most cases, not measuring and optimizing the results are the major reasons of campaign failure. Understand your lead quality on a daily basis, take quick decisions, implement changes accordingly.

Evaluate online presence, engage in professional communities, and explore partnerships. Monitor competitors for insights, adapting strategies to stay ahead in your industry's dynamic landscape.

If your lead generation strategy is falling short, it's crucial to examine the top of the funnel aspects of your marketing efforts. Nurturing leads before they enter the selling stage is pivotal. Ensure that your brand awareness, content, and engagement strategies are robust. A well-crafted top-of-the-funnel approach sets the foundation for successful lead generation, capturing the interest and trust of your audience before actively pursuing conversions.

IF Persona Selection / Prioritization / Definition is right, IF the Buyer's journey definition is right, IF the content is compelling, IF the brand association is beyond the minimum threshold. IF UI/UX of the form gate is below the acceptable friction level You stand a chance to get decent results. Otherwise, tinker with all the assumptions above.

One area around lead generation strategies that I have seen fall short of is that of budget. Organizations need to understand that you get what you paid for these days, and .50 or $1.25 per lead will no longer cut it. Consider lead generation as something other than a land grab for the cheapest price, but rather an investment into the organization's long-term success. There is a direct correlation between how much you spend and the long-term quality.

Lead-gen efforts can fail in one of two ways: 1. You're not getting enough leads. 2. The leads you're getting are poor quality. If the problem is the former, it means either you're not reaching enough people, or what you're offering is not compelling. If the problem is the latter, you may need to rethink your offer, or you're not reaching the right kind of people (i.e., your target is off), or you're casting too wide a net (i.e., your targeting is too broad).

Sometimes you are in the right ballpark with your audience and you are adding value - but are you telling the right story in the right sequence? I was selling online courses back in my B2C days and struggled to get people to convert with my content. We story boarded and added a testimonial video 3rd after the brand awareness and product awareness content and conversions started flying in. WIth B2B, I think it can be even more nuanced and challenging -but right message to the right people at the right time is key.

Is your industry highly competitive? Consider additional differentiation strategies or focus on specific niches within your market.

Carefully analyze your prospects' needs and pain points. Use resources like Zoominfo and Apollo.io for scoops (insights) and conduct primary research to understand potential requirements. Explore LinkedIn Sales Navigator for deeper insights into your targets, their connections and +/- 1s . Based on this information, adjust and refine your ongoing lead generation strategies to better align with your audience's needs.

"REVIEW" framework: Reach (R): Check if you’re targeting the right audience and using the appropriate channels to reach them. Engagement (E): Evaluate the engagement level of your content. Is it resonating with your audience? Value Proposition (V): Reassess your value proposition. Is it clear and compelling enough to attract leads? Integration (I): Ensure your marketing tools and channels are well-integrated for seamless lead capture and nurturing. Evaluation of Data (E): Analyze campaign data to identify patterns or areas for improvement. Website Optimization (W): Ensure your website is optimized for lead generation with clear CTAs and user-friendly design.