Lead Generation - Fact vs. Fiction

Hanna Walther, Ytel |  

One of the biggest mistakes that businesses make is dismissing the importance of a Lead Generation strategy. Lead gen research can be difficult; what you hear or read might impact the opportunities that these strategies offer. But don’t worry, we’re clearing the air! We believe every business should know the power of a lead gen strategy, so we scoured the web to help distinguish fact from fiction. 

2015_08_LeadGen_Mythbusters

One of the biggest mistakes that businesses make is dismissing the importance of a Lead Generation strategy. Lead gen research can be difficult; what you hear or read might impact the opportunities that these strategies offer. But don’t worry, we’re clearing the air! We believe every business should know the power of a lead gen strategy, so we scoured the web to help distinguish fact from fiction. 

 

Myth: Every lead is a lead worth following

False. Not all leads are ideal leads; if they were, it would be way too easy! Your business should create an ideal lead profile to use as criteria for leads that show interest in your company. Although they might display signs of interest, this doesn’t necessarily mean that they’re ready to convert. Some require a little more care and attention than others.

If the lead is soft, then you must establish a relationship first. Nurture the lead by discovering what they’re interested in. Keep your leads engaged with your company by producing original content they’ll find useful and valuable, like blog posts, eBooks and white papers. This will establish you as a credible source, which will be valuable when your lead is ready to move forward.

Myth: Social media doesn't play a role in lead gen 

False. Social media is an incredible valuable lead generation tool. Not only does it create brand awareness, but it also encourages engagement. Implementing a social media strategy is a pretty hefty time commitment, which is usually why businesses opt out.

Although it does require a good amount of time and energy, the results are worth it! As we mentioned, you need to nurture your leads, and social media is a great tool for lead nurturing, as you can communicate with them directly, discover their pain points, and provide solutions.

“Social media is how customers hear about you, search is how they find you and content is how they’ll remember you.” - Martin Jones

Myth: Marketing should focus solely on company products 

False. Today’s marketing team is no longer concentrating on products; instead, they work closely with Sales to increase the overall lead gen impact. Marketing and Sales objectives are overlapping now more than ever.

As these two departments become more reliant on each other, it’s important to recognize the influence that Marketing has in the Lead Gen process. Content creation is one of the top strategies to generate leads, and you can bet Marketing plays an integral role in that content for Sales to distribute.

Myth: Quantity over quality


False
. The quality of your leads is most likely why your business needs to have a lead gen strategy in the first place. It’s why we suggested creating the ideal lead profile. Quantity without quality is a waste of time. Your business should aim for quality leads that will convert.  

Myth: Lead gen is a single department strategy

False. Every business’s communication plan should include both sales and marketing departments for an effective Lead Gen strategy. Both departments should think of themselves as one team, with the marketer as the initiator and the salesperson as the closer. Through content creation, marketers are able to create interest and engagement. The marketer can then hand off the nurtured lead to the sales team when they’re qualified and ready to buy.

Lead generation is a multi-department effort that will help you reach and achieve your business goals. It’s important that you’re able to separate fact from fiction, and distinguish the strategies that will help you generate the right leads for your business.  

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About The Author

Hanna Walther, Ytel

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Hanna manages Ytel's Communications strategy and has worked in Marketing for five years. She has a Master's in Communications and is passionate about connecting customers and businesses by building authentic relationships online.


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