When solidifying your goals for lead generation, it can be tempting to focus on the quantity of incoming prospects. Which is not surprising, given it a rather straightforward and easily accessed metric. However, it is at least as, if not more, important to focus on lead quality— the value, potential, and fit of the leads for your company. High-quality lead generation remains the top challenge for 61% of B2B marketers even if their basic strategy for bringing in leads is in place.
So what are the causes behind a lack of high-quality leads? Let’s examine some of the most common issues with generating high quality sales leads and some remedies to improve results.
Ambiguous or Overly Narrow Buyer’s Personas
As you may know, buyer personas are fictional characters created to represent the needs, pain points, and desires of several main categories of a company’s real-life customers. A well-researched persona can be the core of a marketing campaign; it should be constructed with the use of both statistical observations and insights gained from personal interaction with past clients, through surveys, case studies, etc.
Buyer personas can be used to generate quality leads in a variety of ways, as they essentially provide guidance to your marketing team on how to tailor your entire campaign: everything from content creation and revision to social media coverage to product offers. Your product is, inevitably, not going to appeal to everyone, but the utilization of personas enables a degree of customization in your campaign while maximizing reach to the main components of your lead audience. In fact, 71% of companies who exceeded revenue and lead goals in 2016 reported having buyer personas!
When fleshing out a persona, it’s important to strike a balance between detail and applicability. An overly specific persona will leave you short-sighted and generate a shortage of leads in both quantity and quality. On the other hand, an overly ambiguous persona will be ineffective. It starts with asking the right questions.
Take time to think about genuinely significant criteria to keep in mind when creating a persona, like their job role, company type, personal background (but not TOO personal!), but most importantly their challenges and goals. Additionally, these personas need to have a degree of flexibility because your client base will shift over time— this is also why good data is crucial to remain up-to-date. HubSpot has a great article outlining the process.
An Outdated Lead Scoring Model
A lead scoring model allows you to rank leads by potential for engagement, purchase size and timeframe, fit for your company, etc. on a points system. This model is highly beneficial for any company looking to organize their lead generation strategy; an Eloqua study determined that deal close rates increased by 30 percent for B2B companies making use of lead scoring.
The criteria used to create the model are in your hands, though obviously there are some advisable options out there, such as determining target market and how points will be distributed. When developing a lead scoring …read more
Read more here:: B2CMarketingInsider