In our more than 10 years of experience working with IT companies, and after executing more than 100 lead generation campaigns with products and solutions from different companies such as: Business Intelligence (BI) software, CRM, ERP, Business Process Management, among others, we have detected 3 typical errors that occur in B2B lead generation. Below we tell you what they are and what you have to do to avoid them.
Mistake 1: Not clearly defining the objective
Situation: It’s common to find ads that don’t lead to a specific conversion. Try it: go to Google and type in the keyword “CRM software”. You’ll find a lot of ads from companies competing for your attention and, probably, in more than 80% of cases, when you click on the ad you’ll be taken to a home page, where you’ll find a ton of information and calls to action (buttons and links) screaming for you to click! How did this result come about? Why do the ads take me to home pages with a ton of information that I’m not interested in?
The answer is simple: there was no planning. The agency in charge of managing the campaign probably received an email request with a series of keywords to rank for and a destination URL. There was no strategy, no thought was given to the client or to what they really want to know or the information they want to access.
Bottom line:
Let’s say the CRM company spent $10,000 and generated 1,000 visits, of which 800 dropped out without taking any action (this 80% bounce rate is called the Bounce Rate, and it’s a very common number to encounter). 150 visitors browsed B2B lead generation the site for a bit, read a few pages… and dropped out. Only 50 visitors made it to the product page. And of those 50, only 10% filled out the “learn more” form. In short, the company spent $10,000 to acquire 5 leads ($2,000 per lead).
Solution: How can we resolve this situation (if this is something that is happening to us) or avoid it if we launch a new campaign?
The best way to do this is by defining very specific objectives, and I’m going to show you a technique to achieve this. The technique is called SMART and consists of transforming traditional objectives (which are usually vague and unclear) into a statement that contemplates not only what you are trying to achieve, but in what time, in what quantity, with what resources, understanding the specific contribution to the business and why it is achievable.
Let’s take an example:
a traditional, vague and ambiguous objective would be this: “Generate new leads from potential CRM software buyers through Google campaigns.”
A SMART goal would be as follows: “Generate 1,000 visits per month to a series of Landing Pages (conversion pages) with a 50% conversion, where visitors complete a contact information form in exchange for receiving an informative ebook that provides value in their search.”
“Next, we want to get half of the subscribed contacts to access a series of free webinars about the product, within a period of 3 months. During the communication of these webinars we want to obtain information about the client profiles (decision maker, user, influencer), whether they already have a CRM solution. The level of recent mobile phone number data registrations they manage on. A monthly basis and whether they have the necessary budget to acquire the solution.”
Mistake 2: Assuming all contacts are ready to become customers
Situation: Those of us who what is instagram reels and how to use it? are over 30/35 years old. Are victims of a transformation. There is a new paradigm in marketing that, although we all know it. Sometimes we find it difficult to put into snbd host practice. And the problem is that we were trained in the philosophy of traditional marketing, which is now obsolete.
The new paradigm implies that there is a new consumer. A new customer, who gathers data, researches, compares, and asks questions before buying. This is a much more powerful customer than the one from 2 decades ago. Because he has the most important asset: access to information. In B2B solutions. More than 80% of the customers who click on our ads are not looking to buy anything. They are just looking for information. Some of them will use the information later to decide on. Their purchase, and another part is just researching, but will never buy.