Over 90% of marketers say lead generation is their most important goal. Nearly 40% of marketers say generating high quality leads is one of their biggest challenges.
Effective lead generation is about getting the fundamentals right – your database, your messaging and your consistency. Let’s take a look at all three.
When you take lead generation back to basics, your first job is to make sure you’re reaching out to the right people.
Data quality is a bigger problem than you might think, though.
Research suggests 27.3% of a sales person’s time is spent chasing bad data. That’s 546 hours a year (or nearly 70 working days) per sales person.
It might be because a company has gone out of business, the contact is no longer employed there or the contact information is wrong. It might also be because the name on the database isn’t the decision maker you need to be speaking to or they are no longer in the market for what you’re selling. Whatever the reason, it’s a problem.
Regular cleaning and updating of your database is an essential part of effective lead generation.
This has two elements. The first element is to make sure your messages resonate with your target audience. We believe there are four parts to this.
The second element is to be creative and consistent in your branding (including your tone of voice) across all channels. Always presenting your brand consistently has been shown to deliver a 23% average revenue increase.
One more piece of the puzzle is consistency. For many businesses, lead generation is an activity for the quiet times. When things get busier again, lead generation slips down the agenda.
But showing up in the right places time after time has a lot of benefits. Your prospects are busy people with a lot of things to remember. When they need what you have to offer, they’re more likely to remember your name if they’ve seen it recently.
In practice, what this means is that you need someone to coordinate your lead generation activity and make sure it happens regularly and reliably.
Your database, your messaging and your consistency are all key. The missing ingredient is often joining everything together.
A continuous flow of qualified warm leads and actionable insights to help you drive your business forward.
To find out how we could help you generate the qualified leads you need, get in touch.
References – Ruler Analytics, The Pipeline and Inc.com.
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