As Kipp Bondar, VP of Marketing at HubSpot, so candidly puts it, “Leads are the metric that, as marketers, we rely on. Because leads mean money.” Leads are tied to revenue in a way that is uncommon among marketing goals.
Building a brand, developing social media channels, and establishing thought leadership are all important marketing goals in their own right – and each is tied to increased sales and conversions – the difference is lead generation clearly and unequivocally linked to sales at the individual level. In other words, it’s very easy to trace a given sale back to a specific lead and its source.
This relationship is a blessing and a curse for lead generation. On one hand, it greatly simplifies reporting and makes it much easier to justify lead generation costs. On the other hand, it puts various lead generation channels under a microscope and makes it difficult to manage expectations.
Relatedly, as today’s infographic states, very few marketers feel their lead generation campaigns are effective. Effective lead generation (and peace of mind) comes from adherence to best practices, understanding of your audience/content, and reasonable, data-driven expectations. Today’s infographic, coming to us from Synecore, touches on each of these points.
Some key takeaways from the infographic include:
- Only 1 in 10 marketers feel their lead generation campaigns are effective
- Ebooks and guides were top-performing lead generation content
- Understand buying stages and the associated content
- A/B testing can improve landing page conversions, resulting in up to 40% more leads
- Utilize the Thank You page to promote associate offers and further build relationships
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Let us know what you think:
- Are you satisfied with your current lead generation campaigns?
- What could you do to improve your lead generation campaigns?
- How do you measure and evaluate lead generation campaigns?