Your B2B lead generation campaign can fail before it ever gets off the ground. Your website could be failing to generate leads. The strategy you have could be hitting the wrong audience. And you may simply not understand what your target market wants. Laying the foundations before you initiate your campaign can increase your chances of successfully promoting your services online.
This guide is going to talk about five of the main mistakes people make when running a B2B lead generation campaign.
Your Focus is Too Narrowed
This often comes as a surprise to people. Guides like this often talk about narrowing your focus, but it’s possible to narrow your focus too much. Remember that 76% of B2B buyers will use three or more channels when researching a purchase, so you shouldn’t confine yourself too much.
An example of this is Jay Z’s failing streaming service. He attempted to market using just musicians. He gathered together his celebrity friends to market it to the general public. The crowd went mild simply because the focus was narrow and, at its heart, there was nothing that made it stand out to that audience.
You Have a Crisis of Identity
Your identity should be fixed. Rebrands can be necessary sometimes. If a change is absolutely necessary you should do it, but this should never be something you do on a regular basis. It will only leave your target market feeling confused.
Your B2B lead generation campaign should be backed by a brand your audience knows. Your branding should be consistent across all channels so when you do attract people they know what you stand for.
This doesn’t apply to making small changes to your website. It applies to changing things like your messaging, tagline, logo, colors, and the products you sell. These are the types of things you should never change unless you absolutely have to. The average business will only rebrand one or two times during its lifetime.
Improving to Your Detriment
Improvement and progression should always form a natural part of your brand. But sometimes you can improve too much. You can improve to your detriment through progressing in a direction your potential prospects don’t want. There are a lot of web platforms that have done this, and even some social media networks.
Your innovations should be based on what your B2B prospects are telling you, rather than based on your own team's groupthink.
Following the conclusion of each lead generation campaign you should look at the numbers. First of all, you should look for trends. Search for clues that could indicate where you went wrong and what you did right. Issue a survey and ask customers what they think of your campaign.
Improve only when people want you to improve. Why fix what isn’t broken?
You Got Complacent
Your last campaign was a success and you’re still patting yourself on the back. Your next campaign will surely be just as successful, right?
There are no guarantees in this business. One of the biggest reasons why B2B lead generation campaigns fail is because the people involved got complacent. They were happy with their success and assumed they could copy what they did before. And then they get surprised when they don’t replicate those same results.
You need to make sure you’re learning from every campaign. Your findings don’t necessarily warrant anything more than a few tweaks, but it’s important to make some changes.
Complacency can kill companies.
Giving Up Before Your Time
It’s not uncommon for companies to give up before they achieve the success that would undoubtedly come to them. They don’t notice the early shoots of success shooting through the soil. Effective B2B lead generation campaigns take time to be successful. Giving up because you aren’t getting the results you want fast enough is crippling.
If you want to be an innovative and fresh B2B company, think about whether you’re giving your campaigns a real chance to succeed.
Last Word – Uncommon Mistakes
Some of these mistakes are never mentioned in other guides like this. People don't always take them into account when they are wondering why their campaign launches failed. The overarching message is to listen to your customers because they are the ones who know best.