5 B2B Lead Generation Mistakes to Stop Making in 2022
Are you struggling with generating leads for your business?
You could be doing everything right — using content marketing and engaging with your audience — but if you’re not seeing the results you want, you might be making some mistakes with your lead generation strategy.
In this blog post, I’m going to show you the 5 biggest lead generation mistakes businesses need to stop making.
Lead generation is a huge part of any businesses’ success. You need to build a strong list and find quality leads consistently in order to grow a scalable business.
If you’re not getting results, it could be because one of the following reasons:
1. You’re spending on marketing activities that don’t produce ROI or are “vanity exercises” (e.g. excessive graphic design and image advertising).
If you open your local business journal, you will almost certainly see an advertisement for a consulting firm trying to “generate awareness.”
This organization is “raising awareness” among the 25,000 readers who may (or may not) be potential clients.
Meanwhile, the funds spent on creating the ad (and running it week after week) would almost certainly be better spent on reaching out to a smaller, more targeted pool of, say, 1,600 key prospects your firm wants as clients.
Spending on general awareness ads produces a very low ROI, if any at all. Concentrate your lead generation efforts and resources on tactics that will yield a high return on investment.
2. You don’t know or understand your audience
A successful lead generation strategy stems from a thorough understanding of your target audience. The more you know about your customers, the easier it will be to create a lead generation strategy that generates high-quality leads.
Don’t just assume, but perform some research into who forms your audience. Ask yourself, what are their ages, their professions, their interests? Why would your business be of interest to them? How would they benefit from using your product and/or service?
By knowing the answers to these questions, you can optimize your approach to lead generation. You will be able to create the kind of content needed to attract your ideal audience’s attention.
3. You don’t have a clear call-to-action
If you want people to take action, you need to give them a reason to — a push.
Your website visitors need to know what the next step is and they often need a final push to get them to take action; that’s where the call to action comes in.
In order to turn visitors into leads, you need a call to action. Whether it’s your landing page, a blog post or an email to your list, all your communications to your audience should contain a clear and compelling call to action.
4. You’re not communicating your value in marketing
We often hear from our clients that they want their prospects to perceive that they are credible and distinct, so they end up writing marketing messages that say, “I’m credible and distinct.” Or, “I’m trustworthy.” Or, “I’m innovative, yet solid.”
If you want your clients and prospects to believe you are credible and distinct, you must demonstrate that you are credible and distinct.
You can do this by providing value directly in your marketing and selling efforts. When you interact with a prospective client, or send any message to them, that prospect is evaluating what it might be like to work with you.
Help them understand that working with you after they become your client is much the same as what it’s like working with you before they become your client.
5. You’re planning poorly for lead generation
To succeed in lead generation, you need a structured, consistent, and repeatable process that regularly puts leads into the pipeline.
The key word, of course, is repeatable. Without a repeatable process for generating pipeline — and ultimately creating leads — the sales team must generate their own leads.
Value in marketing. Consistent messaging. Integration. Targeting. Lead nurturing. All of that is for naught if it is not well-planned, measured, and tested.
Planning for lead generation is not the kind of thing that happens one time and is forever etched in stone for the year ahead.
When it comes to marketing and lead generation, some tactics work better for some companies than others — and you never know which ones work best for you until you test them.
A Few Conclusive Words
Building a sales pipeline is critical to a business set up and must be done well so as to ensure guaranteed results and profit.
If you need help building and growing your sales pipeline, look no further!
MarketJoy is a trustworthy sales development company that provides lead generation, market research, list building, and demand generation services to B2B businesses searching for sales enablement.
We can 10x your pipeline.
According to John W. Halsey, Vice President, Business Development, Turn-Key Health:
“The only negative thing I experienced when working with MarketJoy is that I did not hire them sooner. I thought I could do it better in-house, but MarketJoy helped show me the value of leveraging an outsourced partner. I wish I had hired them sooner!”
Contact us now, we’re ready to lead you into the future of marketing and help your business grow its revenue today.