There are only two kinds of things that can bring any business endeavor to its demise: unfortunate circumstances and human errors. Obviously, the former is something that’s out of anyone’s control. It could be anything from a paralyzing economic recession to physical disasters like fires or earthquakes. The latter, however, are the flaws and lapses that key people have in making decisions and performing actions. These things are controllable.
When a business engages in B2B lead generation, it embarks on an elaborate campaign to seek and attract potential clients. The task requires careful planning, patience and cooperation between and among marketers and other functions of the business. The things that could destroy that effort – the ones that are controllable – must not be tolerated. As marketers, it is important to understand why these things can be roadblocks to success.
These are 7 of the worst things that could happen to your campaign:
1. Lack of strategy – Even the simplest marketing activities require a strategy. It’s the framework that guides marketers to their goals and puts and everything in order for them. Without it, management of time, budget and other resources would be topsy-turvy.
2. Lack of commitment – Lead generation is not the sole obligation of marketing, and that’s true. However, if a marketing team engages in lead generation only to perform it half-heartedly, then goals would be difficult to achieve.
3. Lack of quality content – If lead generation is a restaurant business, then content is the menu list. It’s what draws people into engagement. If the type of content is not compelling enough to spark interest, lead generation would be stagnated into a dead campaign.
4. Lack of collaboration with sales – Marketing should not work independently from sales, especially in walking prospects through the entire sales process. Both departments should have a shared vision as to how a prospect’s experience would be enhanced.
5. Lack of nurturing – The responsibility of marketers do not end when prospects are turned into leads. There must be a thorough follow-up system to maximize the potential of doing business and establishing a long-term relationship.
6. Lack of fun – B2B doesn’t have to be a boring enterprise. Even within an industry composed of professionals and executives, the element of fun and camaraderie could still be encouraged. No one wants their business to come out as a square to the public eye.
7. Lack of risk-taking – Eventually, the things that the B2B industry practices now would become obsolete in the future. That may still be a long time from now, but for a business that doesn’t have the guts to take risks even today, tomorrow would be a quandary.