There will always be times when your marketing efforts don’t produce the numbers you've expected. And in those times, it might be hard to shift focus away from failure and instead look at the reasons why it happened. Emotions can get in the way, and that prevents us from seeing things logically. B2B lead generation is one those fields where an element of “chance” is always a part of the game. Sometimes, campaigns fail because of things that are beyond your control, and there’s really nothing you could do about it.
What you can do, though, is to evaluate certainaspects of your efforts and see if they “contribute” to the occurrence of failure.
Below is a checklist that you might want to try for yourself:
Your content may not be generating enough traffic. It might be because of lack of quality or poor search optimization, but whatever it is, it’s the very first thing you need to check. To be able to generate leads, you need a large bulk of traffic, and without that, you can’t expect numbers to go up.
Your calls-to-action are in the wrong places. CTAs are like the pearly gates that lead to conversion heaven. They must be scattered everywhere within the prospect’s decision-making phase, and it should clearly define what’s in it for them. If they couldn't see your CTAs, you wouldn't see them either.
Your social media use may be misguided. A lot of marketers are disillusioned about the number of likes or followers they generate on social media. What you really should be looking at is lead potential, and your social media posts should go hand-in-hand with your other efforts, not as an independent campaign.
Your landing page forms are either too long or too short. Studies show that the optimal number of form fields that lead to conversion is from 5 to 10. If yours doesn't fall within that average, then perhaps you need a re-evaluation.
Your leads are not of high-quality. Again, the battle of quantity versus quality. While campaigns may survive by getting tons of mediocre leads, the ultimate success can only be determined by high-quality leads – meaning, those that rake in large sums of revenue and are more likely to stick.
Your promos are outdated, unoriginal or boring. Prospects may lose interest in offers that keep getting recycled over and over. This lessens the likelihood of sharing and loyalty, thus also affecting conversion rates. Come up with something fresh, although risky, to see if it can put back life into your dying efforts.