Top 10 Blunders of Lead Generation Marketers
6. First Impressions Mean Everything (Design)
Your guidance counselor wasn't lying to you: first impressions are vital. Make sure your ad copy, website and content have a professional, intuitive layout and appearance, and that your user experience is pleasant and unobtrusive. This initial contact will set the tone for all future interactions with your company.
7. Activities Not Tied to Revenue
Marketing has undergone a radical shift in recent years: Thanks to online revenue performance management tools, we can now track marketing's contribution to revenue. If you can't demonstrate a ROI/ad spend for your lead generation activities, expect to be treated like a cost center by upper management.
8. Not Tracking Numbers That Matter
Web analytics are very useful for tracking activity, but lead generation marketers need to track results. Make sure you are tracking the metrics that really matter in lead generation—form abandonment rates, clickthrough rates, lead to opportunity conversion rates, etc.
9. Not Testing
Instead of putting all of your efforts and ad spend into one channel or message, test various parts of your campaigns to see what resonates most with your prospects and which tactics, messaging, form length or even page color scheme result in the most leads. Bonus tip: Make sure your results are statistically significant before declaring a testing winner—a good guideline is waiting to evaluate a test until 100 participants have run through it.
10. Failure to Innovate
Lead generation channels and tactics have gotten easier, cheaper and faster to deploy than ever. Try something new, bold or downright crazy with your next campaign. As long as you can deliver your message on brand and solve a problem for your prospects, the methods you use to get there are limitless!