There’s been some debate about whether the marketing funnel is still relevant today. After all, the buyer’s journey is not always linear. And multiple people often get involved, which makes it harder to stay in control as they conduct their own research and make purchasing decisions.
However, whether you stick with the traditional term or opt for a different variation, you need to know if your strategy is working.
Read on to see the three signs of a healthy lead generation and marketing funnel:
- New Leads Are Highly Targeted
The number one rule of lead generation is that you should never waste time on contacts that are a poor fit for your organization. So how can you get more high-quality leads? To start, it helps if you have reliable data management tools, which can flag inaccurate information and fill in missing fields. On top of that, you also need to utilize your buyer personas.
Buyer personas are detailed profiles of your best buyers. They usually consist of demographic and firmographic information, such as job titles, job functions, management levels, and company sizes. With this information in mind, you can improve your marketing campaigns, ensuring that you only reach out to those who are likely to purchase from you.
- The Entire Process Is Optimized
When a new lead enters your CRM, it’s up to your sales team to follow through. But don’t take an entirely hands-off approach, here.
Any time you plan to launch a new campaign, let your sales team know, and ask if they have any feedback. Also be sure to check in with them later down the line, once they’ve had the chance to get in touch with those who respond. The goal is to turn these leads into opportunities, and then closed deals. So if sales isn’t happy with the quality of leads they’re seeing, it’s time to adjust your strategy.
And remember, there can be multiple touch points. As your leads move from one stage to the next, they’ll need different types of content. Yes, buyers are in more control than ever before. But no, this doesn’t mean you can just sit back and wait for them to ask for your business.
- You’re Refueling Your Marketing Funnel
Lead generation is an ongoing process. And to make matters worse, data decays over time. In order to combat this, you need to both cleanse your data on a regular basis, and continue to build on your past successes.
A few questions to keep in mind:
- Who are your best leads?
- What about your biggest deals and top performing customers?
If you can answer these questions, you can find other contacts with similar characteristics and target them in the future. Whether you’re planning for an upcoming conference, webinar, nurture campaign, or social media promotion, these insights will come in handy.
Improve your lead generation with ZoomInfo’s Growth Acceleration Platform. Contact us today to find out how.
Originally posted by ZoomInfo on February 18, 2016.