This is the 3rd installment of our Demand Gen Pains series. In Part Two: I Have Plenty of B2B Leads – They Just Don’t Know We Exist; in Part One: My Database is a Piece of ****.
B2B lead-generation marketers have all had one (or many): the campaign with unprovable ROI and abysmal lead conversion rates. But a low-performing campaign shouldn’t come as a surprise if you’re not paying attention to the prospects you’re targeting.
Are your B2B campaigns targeting too broad an audience?
Our B2B demand-gen quiz pokes a little fun at some of the issues plaguing demand gen marketers, including the challenge of raising conversion rates. Low conversion rates can be a classic Catch 22. You may be using broad messaging because you don’t know if you’re reaching the right audience, and if you don’t know your audience, then you have to use broad messaging.
The Catch-22 of reaching the right decision-makers at the right time
Timing is another factor, and in B2B demand gen—like comedy—timing is everything. You want to get in front of your target audience when they’re in a buying cycle, have budget and a need your product can address. Short of planting a mole on the inside, gathering intel on a company’s buying cycle can be nearly impossible.
What about middle-of-the-funnel lead conversion?
Beyond conversion at the top of the funnel, conversion down the funnel can sometimes be a bigger problem. You’ve found your audience, they’ve shown interest and then they go dark and opportunities just linger. Again, this could be a result of not knowing your audience well enough. Every company and decision maker is different. Knowing the message and benefits that will resonate the most is more of an art than a science.
Leadspace has helped customers with lead conversion at every level of the funnel. We’ve helped Bloomreach with conversion at the top of the funnel generating nearly 80% of their net new pipeline. And we’ve helped Spigit down the funnel, doubling their SAL conversion.
Take the quiz to see which issue resonates with you most and get a personalized report to help you improve your B2B demand gen machine.