We tend to consider lead generation as a fairly company-specific process; however, as you think about it, you realize there’s a firm set of best practices that the most successful companies follow. In this Friday’s infographic, Unbounce puts these best practices (along with some supporting statistics) into a self-described lead generation manifesto.
Of the infographic’s commandments, the real standout is number three, “Thou Shalt Market After the Conversion.” This commandment touches on an important issue. Too many campaigns disconnect after the conversion. We all love to collect conversions and we respect them as an indication of campaign success. The problem is, there’s a tendency to dump these fresh leads, in aggregate, into a CRM. By doing so, we’re losing out on opportunities to better leverage this data through remarketing. Even the numeric-scores provided by a lead scoring program don’t dig deep enough. Maintaining lists related to past engagement allows you to create subsequent marketing communications with references to specific touchpoints. Such campaigns can drive further engagement and improve the ever-important lead scores.
For instance, the infographic uses the example of a webinar. The industry standard for webinar attendance among registrants is roughly 30%-40%. In other words, up to 70% of your registrants – your converted visitors – never attend your webinar. There’s a variety of reasons they may not have attended, but regardless of their motivation, they’ve shown some interest in your topic and your brand. If you don’t market after the conversion, these leads would be imported into a database (with a low lead scores) and likely forgotten. If you do market after the conversion, you could use a technique like a lead prospecting campaign to extract the truly interested prospects from the crowd. In HiP’s experience, such techniques have proven extremely valuable.
Aside from the third commandment of the infographic, a couple other interesting statistics stand out. For one, the infographic reports that blogs with daily posts are 35% more likely to become a source of new customers. It also notes that 85% of people would prefer to provide their email in exchange for a piece of content, rather than an alternative activity (in this case, sending a tweet). Toward the end, the infographic provides some general benchmarks for nurturing through content, social media, and email.
With this information in mind, take a look at “The B2B Lead Generation Manifesto” infographic.
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Let us know what you think:
- Which commandment resonates with you?
- Where could your lead generation improve?
- Do your experiences confirm or contradict the infographic?