What’s pulling your B2B Lead Generation Campaign Down? A Troubleshooting Guide

Every B2B marketer knows that lead generation poses the biggest problems and risks. From 2012 to 2013, BtoB Magazine found that B2B lead generation is the top challenge faced by many. Other marketing institutions concur with respect to revenue generation and business expansion.

It is thus essential to provide marketing methods and strategies in order to gain big from producing qualified B2B leads. Apart from strategies and methods, it is also important to develop specific campaign areas.

We can think of the B2B lead generation process as an organic structure. A weakened part can negatively affect other parts as well, ultimately leading to the weakening of the whole campaign.

It is in this respect that businesses focus on critical campaign components, from lead nurturing down to appointment setting.

Now, this is also a challenge in and of itself. Marketers are usually at a lost when it comes to remedying certain parts. Often, they make the mistake of prioritizing the wrong parts, usually resulting in wasted efforts and poor revenue generation.

Along this line, a nifty guide is needed to achieve smoother marketing operations. And we just happen to have it here.

Optimize your email campaign

Is there a poor volume of email response rates? If there is, then consider tweaking your messages. No one likes to receive emails that are monotonous. Take note that your emails drive much of your web traffic, so it is important to construct them effectively with free content and a compelling subject line.

Minimize automation

Are you relying on marketing automation for B2B lead generation and nurturing? Do not get yourself wrong. Automation is good for streamlining a large amount of leads. But, as noted by Brian Carroll in, “you can’t automate trust.” Real human interactions can trump a barrage of emails anytime, so take time contacting individual prospects and stimulate audience interests.

Develop your SEO campaign

Not gaining enough traffic? Is your website poorly ranked by search engines like Bing and Google? In such cases, it is essential to improve your site’s searchability by developing your SEO campaign. Such an effort can be maximized by interesting content that takes into account industry-based keywords. It can be difficult, but it gives high returns in the form of qualified web traffic.

These three are top areas to observe and it is crucial to develop them in order to produce results and not pull your campaign down. Of course, this would require an effective understanding of B2B operations, which can be possessed by an experienced B2B lead generation company.

Tips to Effectively Handle Negative Online Reviews about Your Lead Generation Campaign

Bad reviews affect all kinds of business, perhaps most common in telemarketing companies and other lead generation campaigns. In an increasingly mobile and social world, an unflattering online review can have tremendous impact on the way your customers and sales leads judge your brand. Studies show that approximately 75% of consumers trust online reviews, almost as much as they do recommendations from friends and members of their family. With that figure, one frustrated customer who goes to an online review site to vent their disappointment can easily disaffect business leads and blow your chances of winning new customers.

So how do you deal with negative online reviews and avoid losing potential clients?

1. Respond quickly.

A bad online review can go viral and spread around the web faster than a cold sore at a band camp. Offer an apology right away and don’t wait until the complaints pile up. When you respond right away and with a good explanation, you have a better chance of taking control of the situation before it takes its toll on your efforts to generate qualified sales leads.

2.  Be calm.

Here’s a fact: A lot of people don’t like telemarketing and some even find the word itself loathsome. If you’re engaged in cold calling or mass mailing to generate business leads, expect some negative comments from time to time. Take a chill pill. Some people just want to rant for a while and be heard. Do not hit the keyboard typing in caps and planting exclamation marks at the end of every sentence because it will only make matters worse.

3.  Provide explanations, not excuses.

Negative reviews are not always meant to destroy a business’ reputation. Sometimes, they are meant to provide constructive comments. Do not be defensive and never ever give lame excuses. Instead, acknowledge the comments and explain clearly how you will address the issues being raised.

How Web Analytic Tools Affect Lead Generation Campaigns

How can one use web analytic tools such as Google Analytics and Yahoo Web Analytics to decide whether online lead generation campaigns are working as intended, need improving, or need a replacement?

Knowing which data to quantify and qualify from the web analytics results will help your online marketing teams figure out necessary information pertaining to your company’s online presence and the impact of online and offline marketing campaigns to both online and offline desired outcomes. Web analytic tools can also help your company learn about the statistics of your competitor’s online presence. Crucial data such as competitor web traffic, clicks, page views and referral sources help your online marketers respond appropriately so that they can attract more sales leads to visit their site.

The data processed by web analytic tools mostly pertain to a specified lead generation campaign. There are various web analytic tools available that offer different functions and insights into the actions of your sales leads whenever they visit your site in response to a particular lead generation campaign.

Understanding web analytics:

  • For starters, you can program analytic tools to separate your online traffic according to different marketing campaign methods. Doing this will help you understand how effective or ineffective your marketing campaigns are for generating sales leads and general traffic.
  • You can use analytics to measure the degree of engagement that your sales leads have with your landing pages. Measuring the length of time spent on your web pages and comparing it to your bounce rates will alert you when you need to improve your landing pages so that your website’s desired goals are achieved.
  • After measuring the engagement, analytical tools can then be programmed to measure the number of achieved events, goals or key performance indicators (KPI) that you have specified. These events can be sign-ups, content downloads, scheduled appointments, or whatever it is that you have set your website to accomplish.
  • Web analytic tools can even measure traditional marketing campaigns, such as TV spots and billboards. Assigning a specific website for these direct marketing campaigns will enable you to measure the traffic that they refer to your main website.

These are but a few of the functionalities of web analytic tools. You can set your own tools to collect and analyze different statistics depending on the goals that you want to accomplish. Utilizing two or more web analytic tools is necessary for online marketing, otherwise, those marketing efforts can just be considered a waste of time.