Lead generation is the cornerstone of B2B marketing, driving quality traffic and yielding conversions from leads to paying customers. However, it’s a facet that often poses a significant challenge for businesses worldwide.
The landscape teems with online competition and complications regarding potential clients’ identification, tracking, and engagement. Despite this complexity, there’s room for optimism.
Effective B2B lead generation strategies offer a pathway to navigate these hurdles, fueling sales pipelines with high-quality leads and enhancing conversion rates. This article delves into common mistakes in B2B lead generation and their solutions, offering insights to overcome these challenges and achieve more fruitful outcomes.
1. Too Much Friction in the Sales Process
Interactions with companies often lead to frustration when the sales journey feels disjointed, with information repetition across multiple representatives. This common issue, known as excessive friction in the sales process, has surfaced due to companies aiming for efficiency by segmenting sales into various stages, each handled by different individuals.
While this strategy streamlines operations for the seller, it creates a disconcerting experience for buyers, particularly in B2B transactions where continuity and seamless engagement are paramount.
Addressing this issue requires thoughtful solutions:
One practical approach is assigning a dedicated, experienced sales representative to handle each lead from inception to closure. This method suits companies with fewer but higher-value leads, enabling a swift screening process that promptly identifies leads meeting company criteria. Having a single salesperson manage the entire journey ensures continuity and personalized attention, enhancing the buyer’s experience.
Alternatively, fostering strong teamwork and communication among multi-person sales teams presents another avenue for resolution. Some successful tech companies deploy two-person sales teams, coupling a junior and senior salesperson. With a well-structured sales process, robust sales management, minimal staff turnover, and efficient communication channels, this collaborative approach proves effective. Through shared insights and coordinated efforts, such teams mitigate the fragmentation and maintain a cohesive experience for potential buyers.
2. Failing to Add Value in Each Interaction
Have you ever encountered an email from a sales representative like, “Hi! Just checking in to see how your decision-making is progressing?”
These messages can be underwhelming. Despite this, many sales professionals default to them because they haven’t established a scheduled follow-up for a specific purpose or event.
These emails place salespeople in a passive position rather than positioning them as trusted advisors. Moreover, they provide recipients with no compelling reason to respond beyond mere courtesy, a commodity often scarce in today’s work environment.
To avoid resorting to ‘check-in’ emails, it’s crucial to set a definite next step initiated by the salesperson at a specific time. This makes the communication anticipated by the recipient, implicitly confirming their willingness to respond.
It’s equally essential for sales professionals to offer value during each interaction with potential buyers. One effective method is maintaining a ‘Top Ten Resources’ list for the sales team. When engaging with prospects, they can select the most pertinent resource to share with each prospect, integrating it into their communication to add value.
3. Keeping the Form Below the Fold
The idea of “above the fold” originates from newspapers, where critical stories were placed on the top half of a folded paper for immediate visibility. In web design, this concept translates to the section a viewer sees before scrolling on your landing page.
Content positioned above the fold naturally garners more attention as it’s immediately visible to visitors. Your form, in particular, stands a higher chance of interaction when it’s easily accessible without requiring scrolling.
What’s the solution?
It’s crucial to ensure your forms are prominent and instantly catch the eye of visitors, especially those arriving via organic search results or redirects. Design them so visitors can anticipate the kind of information you’re seeking.
However, this doesn’t mean cramming all essential details at the top. Instead, focus on making key elements—like your lead capture form—immediately visible without the need to scroll. Compelling visitors to work harder to share their information is counterproductive.
To strike a balance and maintain a clutter-free design above the fold, consider breaking lengthy forms into multi-step experiences. Emphasize one field at a time, utilizing even small steps (like choosing ‘Mr.’ or ‘Miss’) to create ‘micro-commitments.’ These minor interactions can encourage users to complete more extended processes since they’ve already engaged with your site.
4. Keeping Long Forms to Capture More Data
One of the most common lead generation pitfalls involves using lengthy and cumbersome lead capture forms. Research indicates that the average prospect’s attention span dwindles within a mere 8 seconds. If your strategy involves employing extensive and tiresome contact or order forms to gather customer data, you’ll likely lose potential leads.
Interestingly, the lengthier the form, the quicker respondents tend to rush through it. This rush often leads to less accurate information being captured, rendering the whole process less effective.
How to counter this issue?
To counter this, opt for concise and efficient forms. Focus solely on acquiring essential data, allowing for a smoother and more accurate collection process. The key is to capture the crucial information needed and supplement it with additional resources or direct conversations with prospects to gather the remaining details.
You can use tools to enrich the data you gather through lead capture forms. FormsIntel by SalesIntel provides an answer to this dilemma by not only streamlining forms but also enhancing your CRM data. By leveraging FormsIntel, you gain access to critical details like direct-dial contacts, firmographics, technographics, and buyer intent data.
Why is this essential?
Well, it ensures that while your forms remain concise, the information you collect becomes richer and more comprehensive. These streamlined forms and enriched CRM data integration significantly bolster your lead generation strategy, fostering more meaningful interactions and conversions.
5. Not Identifying the ‘Ready-to-Buy’ Leads
Discerning between leads at different stages of the buying journey is crucial to optimizing your lead generation efforts effectively. Not all leads are created equal; some might be in the initial stages, merely exploring options or gathering information, while others could be primed and ready to purchase.
When you overlook this distinction and pursue leads indiscriminately, it can result in significant inefficiency. Resources and energy get dispersed across a wide spectrum of leads, including those who might not be prepared to convert yet. This scattergun approach wastes valuable resources—time, money, and effort—on prospects who aren’t currently inclined to make a purchase.
Here’s the solution:
The solution to this challenge lies in understanding the intent of your potential buyers. This is where Intent Data becomes pivotal. Intent Data provides invaluable insights into the online behavior of leads, indicating their readiness to buy based on their web searches and activities.
SalesIntel offers Predictive Intent Data, which identifies ready-to-buy leads by analyzing the information they are actively seeking on the internet. This data allows you to pinpoint prospects who exhibit behaviors suggesting a higher probability of conversion. Armed with this knowledge, your efforts can be directed toward those who are more likely to become leads and actual customers.
By leveraging Predictive Intent Data, you can focus your time and resources more efficiently, targeting leads who are actively displaying buying intent. This strategic approach increases the chances of successful conversions and maximizes the impact of your lead generation efforts.
Transform B2B Lead Generation Mistakes into Growth Opportunities
Identifying common mistakes—from overlooking lead readiness to neglecting the value in interactions—provides a roadmap for improvement. These obstacles transform into opportunities for enhanced engagement and conversions by embracing tailored solutions and strategic shifts.
Ultimately, effective B2B lead generation isn’t just about capturing leads; it’s about fostering meaningful connections and nurturing prospects. Understanding these mistakes equips businesses to refine their strategies, filling their sales pipelines with quantity and quality leads. With a focused approach, businesses can transform challenges into catalysts for growth, ensuring a more fruitful journey toward sustained success in the dynamic landscape of B2B marketing.