Lead generation strategies help to bring in quality traffic and generate leads that convert into sales. Simultaneously, it is a major challenge for the majority of worldwide businesses. The increasing competition on the internet complicates how to identify, track, and engage potential customers. However, with correct planning of B2B lead generation strategies you can survive the challenges, pack a sales funnel with quality leads, and effectively enjoy solid conversions.
The lead generation process is time-consuming and needs consistent effort to research because if the lead is misfit then the time and effort spent go down the drain. Lead generation is costly and emotions play a huge role. There are high chances of making mistakes so many businesses outsource B2B lead generation process to experienced services like Improve & Grow.
Fixes to common B2B lead generation mistakes
Send potential leads to generic pages
The ad campaign message was well-crafted and a lot of quality traffic was directed but unfortunately to an irrelevant web page. In a survey, it was found that 44% B2B generated clicks are directed to the homepage instead of an engaging landing page, so the bounce rates increase. Displaying generic content instead of a particular solution they came in seeking for their problems can make leads move away to competitors.
Fix – Design a specific landing page with tailored messages for different products.
Not offering value with content
Marketers find it hard to create intensely appropriate and engaging content. It is because the needs of the user’s fluctuate. Businesses that depend on content make the error of not posting content that echoes well with their readers. Before posting similar content pieces, the marketers fail to assess their campaign performance.
Fix – Regularly monitor content performance and tweak the vulnerable pages or replace them with interesting new content. A little tweak of the existing content can dramatically lead to conversions.
You created an exclusive landing page and engaging content but if you fail to add a compelling call to action then your B2B leads generation strategy will fail. There is a lot of competition trying to grab potential customers’ attention. Therefore an engaging CTA with your content like a paid ad, newsletter, blog posts, PPC ads, and landing pages is crucial. People don’t need to browse around the web to contact your brand.
Fix – Include enticing CTA in all the content. Don’t use generic terms like ‘submit’ or ‘click here’ but something engaging and convincing. Even the CTA position counts, so perform A/B tests and decide the position.
B2B marketers are focused on acquiring new leads, so at times they overlook potential clients already progressed through the sales funnel. Slow or insufficient follow-up is not the thing of today. Responding to leads a week later was acceptable in the past. Today, digitalization and technology have raised customer expectations. Quick follow up if ignored can make businesses lose qualified lead who just needs a nudge to convert.
Fixes – The team needs to be trained to consistently follow up leads and keep communication lines open. Your brand names need to stay at the forefront. Automate follow-up reminders whenever a lead progresses towards the bottom of the funnel. In this way, a potential sale will never be missed!