Lead generation has to be one of the most talked-about topics in the B2B marketing landscape. And why shouldn’t it be? Lead generation brings quality traffic to your website and finds contacts that convert into customers.
So shouldn’t everyone be really good at this channel by now? Not always. B2B marketers who commit these five common mistakes miss the mark in lead generation.
Avoid Lead Generation Mistakes
With this in mind, let’s take a closer look at the five common lead generation mistakes alongside their resolutions.
Mistake 1: Lack of Defined Lead Generation Strategy
Working randomly without a defined lead generation strategy is your biggest mistake. Vague or inconsistent strategy can drag down an entire B2B marketing campaign, as it suffers false starts and uneven coverage. Even if you’re successful, the undefined strategy may not be repeatable.
How to fix: Define specific goals and objectives. Determine metrics beforehand to gauge your success. And coordinate with the sales team to understand what attributes can qualify leads to convert. A clear strategy will help build a robust B2B lead generation strategy, fill the sales pipeline with quality leads, and reap conversions more effectively.
Mistake 2: Treat All Prospects Same
As every B2B prospect is different, their preferences, behavior, timeframe and requirements are also distinctive. Some may convert immediately; some prefer to learn more before taking action and purchasing.
How to fix: Implement some method of segmentation to categorize buyers based on behavioral patterns, preferences, industry, roles, engagement level and budget. That way, you communicate with similar groups of prospects who share common goals and preferences.
Mistake 3: Don’t Deliver Valuable Content
83% of B2B marketers claim that they use content marketing strategy for lead generation. But acing the specialty of creating engaging content isn’t always an easy job for B2B marketers.
How to fix: Understand the preferences, needs and pain points of your prospects. Create content that prospects will want, enjoy and share. Include the benefits of your products in the content, rather than features. And maintain consistency to reinforce your brand. Deliver relevant, valuable content regularly, generate authority in the market, and increase your credibility in the buyers’ eyes.
Mistake 4: Send Potential Prospects to Generic Page
According to the MECLABS survey report, 44% of clicks generated by B2B companies send users to the homepage, not a specific landing page. It leads to a high bounce rate and drives leads.
How to fix: To avoid this situation, create a specific landing page for your calls to action. Optimize products and services pages for search. Consider dynamic content on pages, using personalized messages. Send prospects to the targeted landing page that allows them to download content offers (ebooks, whitepapers, and webinars). Capture their information about who they are and what they want. It’s the first step towards converting them into quality leads.
Mistake 5: Poorly Designed Call-to-Action button
Now you have high-quality content and a user-ready landing page, but that won’t take you anywhere unless you include a clear, compelling CTA. An appropriate call-to-action button draws attention toward the next step and compels them to take action.
How to fix: Incorporate some well-placed call-to-action buttons throughout your content and turn visitors into leads in other ways:
- Give visitors a reason to subscribe to your email newsletter
- Share another piece of valuable content
- Add relevant hyperlinks to show how you support needs and goals
Lead Generation: Lifeblood of Business
Lead generation is the blood in the veins of your organization. It’s the direct method of connecting with prospects and turning them into quality leads. But common mistakes can slow down the lead generation method and ruin your B2B marketing efforts.
Want to learn more about lead generation tactics? Here’s a good piece: AI for B2B Lead Generation: 3 Ways to Start.