B2B lead generation common mistakes

10 Common B2B Lead Generation Mistakes To Avoid

Generating the amount of B2B leads you want for your business is tough. In fact, more than half of the companies admit that they have trouble generating enough leads for their companies.

However, this problem is rarely caused by some sort of irreconcilable business flaw. Most of the time, it’s caused by constraints on bandwidth or a few minor mistakes in the lead generating process. 

So how can you avoid making these all-too-common mistakes?

Simply familiarizing yourself with what they are and staying vigilant about identifying them in your own sales processes is the first step. 

In this blog, we’ll look at 10 of the most common mistakes when it comes to generating B2B leads, and how you can prevent them in your business.

Not Providing Any Clear Call to Action in Your Content

Having a clear call to action for your audience helps them to immediately understand what type of next step they should take if they are interested in learning more about— or working with—your business. 

The benefits of having a clear call to action on your marketing and sales content have been proven in numerous studies over the years. Some of the most interesting findings include: 

  • More than 90% of visitors who read a headline also read CTA copy
  • Emails with a single call-to-action increase clicks 371% and sales 1617%
  • Adding CTAs to your Facebook page can increase the click-through rate
  • Adding CTA buttons to article templates increased revenue by 83% in one month.

Clearly, including a CTA on all of your materials is an important factor in collecting leads. 

But it’s one that many B2B companies often overlook. 

Or Providing Too Many Calls to Action

On the same level of importance as including a clear call-to-action, is making sure you don’t include too many! 

Each piece of content should have one strategic call to action that makes sense for where your customer is in their buying journey. Having more than one call to action can confuse customers and keep them from taking any action at all. 

Using A Long and Tedious Lead Capture Form

Studies show that the average prospect can get distracted in about 8 seconds. This means that if you’re using a long and tedious contact or order form to capture customer data, you’re also likely losing customers in the process! 

Also, the longer your survey let’s say, the less time respondents take answering each question. This means, longer forms actually capture less accurate information.

Keep your forms short and sweet. Capture only the data you absolutely need to know, and then use other resources and conversations with your prospect to look up and fill in the rest. 

Talking About Yourself Too Much

When it comes to generating B2B leads, talking about your company too much— and your prospect, not enough— is one of the oldest mistakes in the book. 

The best way to learn about your prospect is to ask them questions about their business, their struggles, and their needs. If you’re filling the conversation with too many of your own points, you won’t have much room to learn! 

Using Bad Design Practices on Your Lead Generation Page 

Something as simple as using too many images on your lead generation page can drive down conversions. In fact, even a 1-second loading delay on your landing page can lower your site conversion significantly.

As a best practice, just keep your landing pages simple with an attractive design (and as we mentioned above, a clear call to action). Make sure they’re mobile-optimized as well.

Not Knowing Your Audience 

It’s hard to speak directly to prospects in your content if you aren’t sure who they are. 

Segmenting your prospects by certain characteristics like industry, job title, pain point, engagement, etc. will give you the ability to deliver much more targeted messages to them, which in turn will help increase your conversions. 

Not Effectively Communicating Your Value 

Above, we mentioned that you shouldn’t talk about your business more than you let your prospect talk about theirs. And this is true! However, you need to make sure that when you do speak about your business, you’re always communicating the value of what you can bring to your customer. What problem do you solve for your prospects and customers?

For example, saying: “We’re the best cold-calling services partner in the country. We’ve won tons of awards and everyone loves us,” is all about your company. Instead, try: “Our cold-calling services have helped clients increase their B2B leads by 25% every month. And they’re closing 30% more leads than they did before working with us.” 

Having Silos Between Your Marketing and Sales Departments 

If you want to maximize your company’s potential for B2B lead generation, you’ll need to break down any silos that exist between your marketing and sales departments.

Relationships between sales and marketing are symbiotic. Salespeople can offer marketing teams direct insight on what makes a customer a good fit. And marketing teams can help qualify leads so that sales can close deals more easily. 

However, this can only happen if both departments are communicating openly and often. 

Not Testing, Analyzing, and Optimizing Consistently  

The best way to learn from your mistakes is to figure out what they were in the first place. One of the easiest ways to do this is to continuously analyze your marketing and sales processes and troubleshoot what’s not working. 

If you can get into a habit of analyzing and optimizing campaigns and outreach on a regular basis, you’ll no doubt begin to see exponential growth in your lead generation over time. 

Not Asking for Help 

Only about 25-30% of B2B leads come from marketing. It’s up to your sales team to generate the rest! However, a lot of sales teams are already stretched thin. Between following up with current clients, closing deals, and attending meetings, there’s rarely enough time to do the type of outreach required for effective lead generation – prospecting, qualifying, and nurturing.

This is where our last B2B lead generation mistake comes into play — not asking for help!

If your sales team is struggling to bring in the volume of leads you need, try bringing on a cold-calling services partner or outside sales partner who can help!
For example, Leads at Scale’s cold-calling service can help you reach thousands of more prospects each month and bring well-qualified leads directly into your pipeline.

Interested in learning more? Get in touch!

John Dubay

John Dubay is the Managing Partner at Leads at Scale, an outsourced sales support company that helps B2B companies generate well-qualified leads at scale, ready to be closed.

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