We all know how difficult generating leads can be, especially quality leads.
The more troublesome question is, “What obstacles are blocking our lead machines?” Most of our obstacles result directly from things done within our own businesses.
Ascend2 surveyed over 400 marketing professionals and found that four primary obstacles prevented them from successful lead generation: lack of quality data, lack of an effective strategy, limited content creation abilities, and an inadequate marketing budget.
(If you’re unsure what’s obstacles impede your lead machine, analyze your lead machine with Mythology’s FREE Lead Machine Analysis)
You need data on what’s ailing your customers and how you can use that to turn them into leads. Finding that quality data depends on two important factors. The first is your definition of quality. Your marketing and sales teams often express different opinions on what defines “quality data” or a quality lead. How can one acquire quality data when they’re unsure of what data they seek and how it will help them reach their end goal?
Your lack of data may result from your lack of an effective marketing strategy. You can’t get the data you need using the wrong messaging and targeting the wrong people. You may need to re-assess your marketing at a foundational level. What do your customers believe? What do you want them to believe? You need to find the customers most likely to choose you and address their pain points. If you don’t have the tools to do so, find someone who does.
Kill ‘em with Content
Whether you use an outbound or an inbound approach, you can hook new leads with great content. Once you are established as a thought leader for their specific pain point, they’ll keep coming back for your content, after which you earn the right propose solutions to them
You need to continually push new content to your customers to garner new leads and be their thought leader. Your marketing budget doesn’t allow it? Consider that $185 billion is wasted each year on marketing, and with your new strategy, you won’t be contributing to that. There are plenty of tools at your disposal, especially if you haven’t tried marketing automation (see 10 Laws of Marketing Automation Success for more on this.) Once you’ve found the detours around your biggest marketing pains, you can optimize your processes for the most efficient lead generation and avoid the roadblocks.
Some obstacles are more evident than others. However, none of these are unnavigable if you’re willing to alter your marketing approach. Tweaking your marketing to fit your brand and targeting the right customers at the right time and place could put you on the highway to success.
Want to turbo-charge your marketing in 2015? Join Mythology and your sales/marketing leader peers at the next informative Lead Machine Event and gain a better understanding of how to turbo-charge your own Lead Machine.