As a B2B marketer, you know all too well that there are many roadblocks between getting leads into the top of your sales funnel and working them all the way through until they become customers. In order to get past the roadblocks, you need to understand what they are so you can find the right solution and generate more leads.
Generate More Leads at Events & Tradeshows
If events and tradeshows are part of your lead generation strategy, then you probably have a lot of business cards from tradeshows over the years. But guess what? That’s your first problem. Business cards are static representations of accurate contact information at that time. In fact, 30% of people change jobs annually, 37% of email addresses change annually, and 43% of people’s phone numbers change annually.
Unfortunately, if you’re not updating, appending, and removing obsolete records from your database then you’re emailing out-of-date contacts, which is hurting the results of your marketing campaigns. You need to go beyond the business card if you’re looking to improve campaign results and generate more leads.
Get Past the Landing Page Roadblocks
Landing pages are a way for you to exchange value, such as a free trial or a whitepaper, for someone’s contact information. The roadblock companies run into with landing pages is getting people to fill out the form with correct information. How many contacts do you have in your CRM named adjs with the phone number 000-000-0000?
Get past this roadblock by shortening your form fields and only ask for what you need. For example, you can ask for first name, last name, email address, and company and then use a data provider to fill in the missing fields with direct dial phone number, job title, etc. Just because you’re not asking for specific information on your form doesn’t mean you can’t get it.
Take Advantage of Referrals
Marketers love referrals. These people already know about your company and want to learn how you can help them solve their challenges. Your job is to nurture them with relevant content until they decide to purchase from you. One of the roadblocks marketers run into with referrals is segmenting them and sending them targeted messages. Establish trust with these contacts and work them through the funnel, just as you would with other leads.
Need Help Getting Past the Lead Generation Roadblocks?
ZoomInfo can help you get past the roadblocks by segmenting your data and updating, appending, and removing obsolete records from your database. Contact us today to get started.