Have you ever spent months planning a lead generation campaign, only to be disappointed by its results? We’ve all been there. In fact, generating high-quality leads is the biggest challenge for B2B marketers (source).
Even the best B2B lead generation programs fall flat sometimes—regardless of planning, strategy, and effort. If you’re struggling to generate leads, it’s time to take it back to the basics and reset your lead generation strategy for success.
Let’s start at the beginning.
What is a lead?
Until you’ve answered this question, your lead generation efforts will be futile at worst and frustrating at best. For the purpose of this blog post, we’re defining a lead as any person who has expressed interest in your company, product, or service.
Think of it this way, someone who visits your website downloads your content, or engages with you on social media is more likely to do business with your company than someone picked at random. Interest is what separates leads from everyone else.
What is a lead generation program?
This may seem like a no-brainer, but we’re going to tell you anyway; lead generation is the process of generating interest in your company, product, or service and influencing potential customers to somehow signal this interest.
A person who sees a billboard for your company is not a lead, but a person who sees the same billboard and calls your sales team is. Our point? It’s not enough to generate an interest in your company, lead generation hinges on getting prospects to take action and indicate their interest.
These are important distinctions to make. Without a clear idea of the end goal, lead generation becomes a lot more complicated than it needs to be.
Now that we’ve laid out the basics, we’ll show you four ways to reset and revive your lead generation efforts.
1. Cleanse your database.
Cleansing your contact database will deliver a wide range of benefits to your sales and marketing teams. Most importantly, cleansing your data will dramatically improve your lead generation efforts.
Before deciding your data doesn’t need to be cleaned, consider the following statistics (source):
- 62% of organizations rely on data that’s 20% to 40% inaccurate.
- 10-25% of B2B database contacts contain critical errors.
- 40% of business objectives fail due to inaccurate data.
Think of it this way, if you can’t reach your prospects how can you convert them into leads? For a more in-depth guide to cleansing your contact database, check out this blog post: 5 Reasons to Cleanse Your Marketing Database.
2. Establish a lead scoring system.
Lead scoring allows you to judge the quality of your leads. If you don’t know whether your leads are good or bad, how can you make informed decisions about the lead generation programs you’re running?
Analyze your best buyers to develop an Ideal Customer Profile or ICP. Then, use this profile to establish a system for scoring leads.
Lead scoring will inform your marketing strategy and answer your most pressing lead generation questions—Which channels should I focus on? Which channels are producing the best leads? Which are producing the worst leads? What language generates the best response rates? What types of campaigns are most effective?
Check out the following articles to learn more about lead scoring and how it fits into your lead generation efforts:
- Lead Scoring 101: How to Use Data to Calculate a Basic Lead Score
- The B2B Marketer’s Guide to Lead Nurturing
3. Calculate your ROI.
Lead generation programs are run through many different channels and outlets—PPC ads, social media, email marketing, etc. Calculating your lead generation ROI will give you important insight into what’s working and what’s not.
Ultimately, you want to figure out just how much money you’re spending per lead. Use this information to determine where your most affordable leads come from and scale your efforts accordingly. Check out these helpful resources for more information:
- In-Depth Guide: Calculate Your Lead Generation Campaign ROI
- 5 Signs You’re Not Tracking Marketing ROI Effectively
- The B2B Marketer’s Guide to Measuring Social Media ROI
4. Consider your content.
As a marketer, the last thing you want is someone questioning the quality of your content. After all, you put significant time and effort into creating it. But, brace yourself–we’re going there.
Is your content truly relevant to your target audience? Or, are you producing whitepapers, eBooks, and Infographics that your prospects don’t really care about?
Take a long, hard look at the content you’re putting out. Does it speak to the issues your best buyers face? Does it speak to their interests? Their pain points? If you’re not sure, it’s time to start testing. Try out different forms of content, different language, different topics, different call-to-actions, and see if this improves your results.
Check out the resources below for more content marketing tips and tricks:
- 3 Ways to Drive Sales with Content Marketing
- 3 Creative Lead Generation Tactics
- 3 Types of Interactive Content to Boost Your B2B Marketing
Key Takeaways to Improve Your Lead Generation Program
A good lead generation program takes time, effort, and constant testing. It will never be the type of strategy that you can just, ‘set and forget.’ Be sure to analyze your results regularly and make an effort to revamp your strategy when things seem stale.
Contact ZoomInfo today to learn how we can improve your lead generation campaigns and take your marketing strategy to the next level.